CSP:CSP:Commercials Service Commercials Service

for Palmfor Palm Zachi Sharvit, Elad EldorZachi Sharvit, Elad Eldor

PostPC [2003/2004]PostPC [2003/2004]

ContentsContents ProblemsProblems SolutionSolution CSP SolutionCSP Solution

– RequirementsRequirements ClientClient Service ProviderService Provider

– ImplementationImplementation Battery LifeBattery Life ProtocolsProtocols PC’s Bluetooth chipPC’s Bluetooth chip Palm’s Bluetooth chipPalm’s Bluetooth chip Design in sketchDesign in sketch

– InterfaceInterface

ProblemsProblems

1.1. People don’t know how close they People don’t know how close they are for products they want.are for products they want.

2.2. Receiving too many irrelevant Receiving too many irrelevant advertising.advertising.

3.3. Filtering and remembering the Filtering and remembering the information we want. information we want.

Problems’ consequencesProblems’ consequences

Stores: incomes are potentially Stores: incomes are potentially decreasing.decreasing.

Buyers: time for buying desired Buyers: time for buying desired products increases.products increases.

Conclusion: “Traditional” advertising Conclusion: “Traditional” advertising (newspapers, TV, Internet etc.) does (newspapers, TV, Internet etc.) does not solve these problems.not solve these problems.

SolutionSolution

Direct AdvertisingDirect Advertising

Direct advertising maximizes the emotional Direct advertising maximizes the emotional side of the buying procedure. side of the buying procedure.

When people notice something they need, When people notice something they need, there's more chance they’ll buy it.there's more chance they’ll buy it.

Next – we’ll show an example of direct Next – we’ll show an example of direct advertising in Cellular phone.advertising in Cellular phone.

Cellular phonesCellular phones

SMS information system ,known as SMS information system ,known as Tip-Com in Tip-Com in CellcomCellcom..

User with mobile phone can join the User with mobile phone can join the service.service.

By that he agrees to receive SMS By that he agrees to receive SMS messages from advertisers.messages from advertisers.

Cellular DisadvantagesCellular Disadvantages User has no control over the timing of User has no control over the timing of

messages - can be very annoying.messages - can be very annoying. No filtering options on the incoming No filtering options on the incoming

messages.messages. No touch screens.No touch screens. Small screen, about 3 times smaller than Small screen, about 3 times smaller than

PDA’s screen:PDA’s screen:– Hard to readHard to read– smaller advertisement fieldsmaller advertisement field

CSP SolutionCSP Solution

CSP - ContentsCSP - Contents

Brief DescriptionBrief Description RequirementsRequirements

– ClientClient

– Service ProviderService Provider

ImplementationImplementation User InterfaceUser Interface

Brief DescriptionBrief Description CSP – Commercials Service for Palm.CSP – Commercials Service for Palm. Offers Offers immediate messaging sendingimmediate messaging sending::

– Stores send commercials into palms of buyers that:Stores send commercials into palms of buyers that: interested in their productsinterested in their products make themselves make themselves discoverablediscoverable

Stores pay for subscribing into our service, while Stores pay for subscribing into our service, while buyers subscribe for the service for free.buyers subscribe for the service for free.

Communication between user’s palms and store’s Communication between user’s palms and store’s PC is done via Bluetooth.PC is done via Bluetooth.

Brief Description (cont.)Brief Description (cont.)

Our service includes two steps: Our service includes two steps: Configuration and Notification Configuration and Notification 1.1.ConfigurationConfiguration: Preparing a : Preparing a TOBuyTOBuy list in the palm of list in the palm of

the products.the products.

2.2.Notification:Notification: Stores notify users (both registered in Stores notify users (both registered in CSP) in their range. CSP) in their range.

Notification will be sent only if the user Notification will be sent only if the user chooses to make himself chooses to make himself “discoverable”“discoverable”..

RequirementsRequirements

Client (User)Client (User) Client (Store)Client (Store) Service ProviderService Provider

Client (User)Client (User)

Palm devicePalm device TOBuy list: <radius, product, price>TOBuy list: <radius, product, price> Bluetooth chipBluetooth chip The same application as in the The same application as in the

stores’ PC.stores’ PC. Registration to the CSP service.Registration to the CSP service.

Client (Store)Client (Store)

PC: acts as a proxy between the palms and PC: acts as a proxy between the palms and the server.the server.

BT chip: installed on a PC, acts as a sensor BT chip: installed on a PC, acts as a sensor for other BT devices in its area.for other BT devices in its area.

Internet connection between the PC and the Internet connection between the PC and the server.server.

Service ProviderService Provider

DatabaseDatabase – contains: – contains: – preferences of users ( configured during the preferences of users ( configured during the

configurationconfiguration step). step).– Stores’ products, prices, ads.Stores’ products, prices, ads.

ServerServer – queries the DB for matches between – queries the DB for matches between users’ preferences and available products in users’ preferences and available products in each of the stores in the configured radius.each of the stores in the configured radius.

Internet connection between the server and the Internet connection between the server and the PCs.PCs.

ImplementationImplementation

PC’s Bluetooth chipPC’s Bluetooth chip Palm’s Bluetooth chipPalm’s Bluetooth chip Battery LifeBattery Life DesignDesign Proof of ConceptProof of Concept

Bluetooth token (PC)Bluetooth token (PC)

Bluetooth USB dongle for PC

Bluetooth token (PC) - descriptionBluetooth token (PC) - description

Connects the PC using USB port.Connects the PC using USB port. Contains a tiny radio transceiver that Contains a tiny radio transceiver that

can communicate with BT devices in its can communicate with BT devices in its range.range.

Data Transfer Rate: 5MBpsData Transfer Rate: 5MBps Receives signals even between walls.Receives signals even between walls.

Bluetooth chip (Palm)Bluetooth chip (Palm)

Bluetooth chip for Palm

Enables communication with devices located within 10 meter radius

Battery Life (Bluetooth spec.)Battery Life (Bluetooth spec.) Palm m505 has capacity of 540mAh at 3.7V Palm m505 has capacity of 540mAh at 3.7V

about about 20 hours20 hours of full processing. of full processing. Palm itself consumes 23mA (65mA with backlight).Palm itself consumes 23mA (65mA with backlight). Palms in standby mode (Palms in standby mode (discoverable)discoverable) will will

consume up to 0.3mA.On data transfer up to consume up to 0.3mA.On data transfer up to 30mA.(according to the Bluetooth spec).30mA.(according to the Bluetooth spec).

Palm battery life time will reduce in only 10% when Palm battery life time will reduce in only 10% when transferring data, and about 1.5% in standby transferring data, and about 1.5% in standby mode.mode.

Maximum “discoverable” time of a battery with a Maximum “discoverable” time of a battery with a maximum 30 mA is maximum 30 mA is 18 hours18 hours..

DesignDesign BT sensor inside the store senses all the devices BT sensor inside the store senses all the devices

in its area that contain BT chip.in its area that contain BT chip. The sensor is in charge of:The sensor is in charge of:

– Communicating with the PC.Communicating with the PC.– Sensing all the devices with BT chip, not just Sensing all the devices with BT chip, not just

discoverablediscoverable palms. palms. Each BT chip has a Unique ID (UID).Each BT chip has a Unique ID (UID). The PC sends the UID to the server.The PC sends the UID to the server. The server checks if the DB contains such UID. The server checks if the DB contains such UID. If so, the ToBuy list is transferred from Palm to If so, the ToBuy list is transferred from Palm to

PC via PC via silentsilent FTP. FTP.

Design (cont.)Design (cont.) The PC sends the ToBuy list to the DBThe PC sends the ToBuy list to the DB The server sends back a list of products to the PCThe server sends back a list of products to the PC This list contains all the stores that:This list contains all the stores that:

1.1. Offer products the user has chosen in its TOBuy list.Offer products the user has chosen in its TOBuy list.

2.2. Their distance from the user is no less than the distance Their distance from the user is no less than the distance the user configured earlier.the user configured earlier.

3.3. Product's prices. Product's prices.

The PC sends ads to the palm.The PC sends ads to the palm.

Problems with current Problems with current technologytechnology

A store is able to receive signals from Palms in A store is able to receive signals from Palms in radius of no more than 10 meters:radius of no more than 10 meters:– Palm Bluetooth token’s Palm Bluetooth token’s transmission radius transmission radius is only 10 meters.is only 10 meters.– PC Bluetooth token’s PC Bluetooth token’s transmission radius transmission radius is only 10 -20 is only 10 -20

meters.meters. Our design minimizes this problem: Our design minimizes this problem:

– All stores are connected to one main server.All stores are connected to one main server.– The server sends the store that first recognized the user The server sends the store that first recognized the user

details about all the stores that offer the items in the details about all the stores that offer the items in the user’s TODO list.user’s TODO list.

– This list contains stores that can be far more than 20 This list contains stores that can be far more than 20 meters distance from the user (depends on the user’s meters distance from the user (depends on the user’s configuration of maximal distance from stores in the list).configuration of maximal distance from stores in the list).

Proof of ConceptProof of Concept

Establish BT connection between PC and Palm in Establish BT connection between PC and Palm in both directions.both directions.

Shopping search engine, technology and Shopping search engine, technology and implementation already exists.implementation already exists.– i.e.: http://froogle.google.comi.e.: http://froogle.google.com

ToDo list application exists on Palms. Adding the ToDo list application exists on Palms. Adding the ‘budget’ and ‘radius’ fields is easy.‘budget’ and ‘radius’ fields is easy.

All we need to do is integrating existing All we need to do is integrating existing

technologies into on technologies into on CSPCSP product. product.

InterfaceInterface