How Verizon Could Target Content Using iBeacon and Facial Recognition

Verizon details in a patent application obtained by The Donohue Report how it could use facial recognition and Apple’s iBeacon micro-location technology to deliver targeted advertising and video programming to consumers.

Seth Cohen
Seth Cohen

Cupertino, Calif.-based Verizon Product Strategist Seth Cohen is named as inventor on the patent application, titled, “Method and system for evaluating a user response to a presence based action.”

Abstract: An approach and system for determining a level of effectiveness of a device action performed in response to the presence of a user is described. The system identifies a user associated with a presence signal transmitted by a transmitting object in use by the user during an event. The system also initiates a rendering of content associated with the user, an event host, one or more items associated with the event host, or a combination thereof at a sensing device that detects the presence signal. Still further, the system determines a response of the user to the content based on movement information, location information, transaction information, or a combination thereof associated with the transmitting object, the user, or a combination thereof during the event.

Patent Application

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Claims:

1. A method comprising: identifying a user associated with a presence signal transmitted by a transmitting object in use by the user during an event; initiating a rendering of content associated with the user, an event host, one or more items associated with the event host, or a combination thereof at a sensing device that detects the presence signal; and determining a response of the user to the content based on movement information, location information, transaction information, or a combination thereof associated with the transmitting object, the user, or a combination thereof during the event.

2. A method of claim 1, further comprising: evaluating the response of the user against criteria established by the event host, wherein the response, the criteria, or a combination thereof includes (a) a duration of viewing, interacting with, or a combination thereof of the content, (b) a purchase, selection, or a combination thereof of at least one of the items, (c) a duration, a path, or a combination thereof of movement of the transmitting object, the user, or a combination thereof, or (d) an arrival of the transmitting object, the user, or a combination thereof to a destination point associated with the event host, or (e) a combination thereof during the event.

3. A method of claim 1, further comprising: capturing biometric information associated with the user during the event, during an initial use of the transmitting object, or a combination thereof, wherein the biometric information includes facial characteristic information, fingerprint information, eye characteristic information, voice information, or a combination thereof.

4. A method of claim 3, further comprising: determining a match between the user and the user identifier based on the biometric information; and associating the user identifier with the transmitting object based on the match, wherein the associating includes assigning, transmitting, storing, or a combination thereof of the user identifier to the transmitting object and the identifying of the user is based on the user identifier.

5. A method of claim 4, further comprising determining history information associated with the user for specifying (a) a historic response of the user to the content, other content, or a combination thereof, (b) a historic purchase, selection, or a combination thereof of an item associated with the content, other content, or a combination thereof, (c) a historic movement of the user during the event, another event, or a combination thereof, or (d) a combination thereof based on the match, wherein the rendering of the content is based on the history information.

6. A method of claim 3, further comprising: assigning a new user identifier to the user based on the biometric information; and associating the new user identifier with the transmitting object based on the assignment, wherein the new user identifier is assigned by the event host and the associating includes storing the new user identifier to the transmitting object.

7. A method of claim 1, further comprising: determining receipt of a presence signal by a sensing device from the transmitting object; and processing (a) timing information associated with the presence signal, (b) proximity information associated with the sensing device, the transmitting object, or a combination thereof, or (c) a combination thereof associated with the presence signal to determine the movement information, location information, or a combination thereof in association with the user; wherein the sensing device is positioned by the event host to detect the presence signal when the transmitting object, the user, or a combination thereof is within a predetermined proximity of the sensing device during the event.

8. A method of claim 7, further comprising: determining a device identifier associated with the sensing device, the event host, or a combination thereof based on receipt of the presence signal; and retrieving the content based on (a) the movement information, the location information, the transaction information, the user identifier, or a combination thereof associated with the user, (b) the device identifier, (c) the event host, or (d) a combination thereof, wherein the content is an advertisement, an instruction, media, a transaction report, or a combination thereof associated with at least one of the items, the event host, or a combination thereof and the sensing device is a display, a point-of-sale system, a media device, a whiteboard, or a combination thereof of the event host.

9. A method of claim 1, wherein the transmitting object includes a beacon device.

10. An apparatus comprising a processor configured to: identify a user associated with a presence signal transmitted by a transmitting object in use by the user during an event; initiate a rendering of content associated with the user, an event host, one or more items associated with the event host, or a combination thereof at a sensing device that detects the presence signal; and determine a response of the user to the content based on movement information, location information, transaction information, or a combination thereof associated with the transmitting object, the user, or a combination thereof during the event.

11. An apparatus of claim 10, wherein the processor is further configured to: evaluate the response of the user against criteria established by the event host, wherein the response, the criteria, or a combination thereof includes (a) a duration of viewing, interacting with, or a combination thereof of the content, (b) a purchase, selection, or a combination thereof of at least one of the items, (c) a duration, a path, or a combination thereof of movement of the transmitting object, the user, or a combination thereof, or (d) an arrival of the transmitting object, the user, or a combination thereof to a destination point associated with the event host, or (e) a combination thereof during the event

12. An apparatus of claim 10, wherein the processor is further configured to: capture biometric information associated with the user during the event, during an initial use of the transmitting object, or a combination thereof, wherein the biometric information includes facial characteristic information, fingerprint information, eye characteristic information, voice information, or a combination thereof.

13. An apparatus of claim 12, wherein the processor is further configured to: determine a match between the user and the user identifier based on the biometric information; and associate the user identifier with the transmitting object based on the match, wherein the associating includes assigning, transmitting, storing, or a combination thereof of the user identifier to the transmitting object and the identifying of the user is based on the user identifier.

14. An apparatus of claim 13, wherein the processor is further configured to: determine history information associated with the user for specifying (a) a historic response of the user to the content, other content, or a combination thereof, (b) a historic purchase, selection, or a combination thereof of an item associated with the content, other content, or a combination thereof, (c) a historic movement of the user during the event, another event, or a combination thereof, or (d) a combination thereof based on the match, wherein the rendering of the content is based on the history information.

15. An apparatus of claim 12, wherein the processor is further configured to: assign a new user identifier to the user based on the biometric information; and associate the new user identifier with the transmitting object based on the assignment, wherein the new user identifier is assigned by the event host and the associating includes storing the new user identifier to the transmitting object.

16. An apparatus of claim 10, wherein the processor is further configured to: determine receipt of a presence signal by a sensing device from the transmitting object; and process (a) timing information associated with the presence signal, (b) proximity information associated with the sensing device, the transmitting object, or a combination thereof, or (c) a combination thereof associated with the presence signal to determine the movement information, location information, or a combination thereof in association with the user; wherein the sensing device is positioned by the event host to detect the presence signal when the transmitting object, the user, or a combination thereof is within a predetermined proximity of the sensing device during the event.

17. An apparatus of claim 16, wherein the processor is further configured to: determine a device identifier associated with the sensing device, the event host, or a combination thereof based on receipt of the presence signal; and retrieve the content based on (a) the movement information, the location information, the transaction information, the user identifier, or a combination thereof associated with the user, (b) the device identifier, (c) the event host, or (d) a combination thereof, wherein the transmitting object includes a beacon device and the content is an advertisement, an instruction, media, a transaction report, or a combination thereof associated with at least one of the items, the event host, or a combination thereof and the sensing device is a display, a point-of-sale system, a media device, a whiteboard, or a combination thereof of the event host.

18. A system comprising: a platform configured to identify a user associated with a presence signal transmitted by a transmitting object in use by the user during an event; initiate a rendering of content associated with the user, an event host, one or more items associated with the event host, or a combination thereof at a sensing device that detects the presence signal; and determine a response of the user to the content based on movement information, location information, transaction information, or a combination thereof associated with the transmitting object, the user, or a combination thereof during the event.

19. A system of claim 18, further comprising: evaluate the response of the user against criteria established by the event host, wherein the response, the criteria, or a combination thereof includes (a) a duration of viewing, interacting with, or a combination thereof of the content, (b) a purchase, selection, or a combination thereof of at least one of the items, (c) a duration, a path, or a combination thereof of movement of the transmitting object, the user, or a combination thereof, or (d) an arrival of the transmitting object, the user, or a combination thereof to a destination point associated with the event host, or (e) a combination thereof during the event.

20. A system of claim 18, wherein the transmitting object includes a beacon device and the content is an advertisement, an instruction, media, a transaction report, or a combination thereof associated with at least one of the items, the event host, or a combination thereof and the sensing device is a display, a point-of-sale system, a media device, a whiteboard, or a combination thereof of the event host.