Blue Umbrella Inc. Mobile Marketing content triggering mechanism

“Sales Sense” Method

Method to use dynamic user input encode into user’s mobile phone for empowered presence and trigger content delivery of targeted content

based on the end-user's interests and location, add-on to indoor Infrastructure and Indoor navigation

Patent and patent Pending

One of the most memorable scenes from the movie "Minority Report", is the one in which the movie star Tom Cruise is at a mall where he encountered boards that recognized him, addressed him by name, offered him customized products and advertisers. Advertisements even asked him about the products he had purchased in the past. As you can see from the information below it is not only in a movie that the above can happen….. The Indoor Infrastructure that enables Indoor LBS and Indoor Navigation Retail stores have put so much emphasis on the web side of their cross channel business that they often overlook the role that “buy anywhere, fulfill anywhere” commerce plays within the four walls of the store. At a time when many retailers have had to reduce their staff drastically, self service technologies are becoming essential to help shoppers locate what they need without assistance and to provide them with the right information and content, at the right time for the retailers, that is, when the shopper intends to make a purchase. A recent study conducted during the holiday season found that shoppers left an average $95 unspent due to limited merchandise or limited associate support, amounting to an estimated multi-billion dollars loss in retail sales. Some statistics from the survey: 23% of shoppers reported that they were unable to purchase everything they needed or wanted in stores this past holiday season. 50% of these shoppers could not find the product they were looking for or needed better information, while an additional 34% stated that their selected products were out of stock. And nearly 60% did not revisit the same location after the dissatisfying experience. Technologies today offer a variety of applications to assist retail marketing like the “check-in” technology and the frenzy of coupons offering but still lack the vital “missing link”– how to direct the customers to the right location of the product they wish to purchase. Today, shoppers are becoming increasingly more sophisticated. They are not only checking the prices of items on line but wish to actually find them. Now is the time to bring them inside the store and direct them to the item on the shelf, to alert them to the specials and to the deals. We are taking the “check-in” and the coupons frenzy method a few step forward by providing an accurate direction to the deal/special/product to where they are, not just to the store but to the aisle and then even to the shelf.

So many sales opportunities are missed (estimated at 30%) due to the inaccuracy of existing mapping and the limitation of the existing locating method (as of now, there is no indoor infrastructure). Our technology provides a key to that new, huge market of indoor LBS and Indoor navigation – where others still try to direct the user to the store we can direct the user to the interior of the store then to the product in the aisle! Our technology opens a brand new market - a huge one! Emphasizing the opportunity our innovation model is now advancing to allow customers to help themselves through indoor and in-store infrastructure needed to enable application design especially for indoor shoppers and retailers that can provide store guidance, store specials and coupons, and answer the “missing link” – navigate and direct the user to the product in the shelf/isle in real time. In addition to providing a tool that may help reduce labor cost, our system provides retailers with a tool to replace revenue being lost when customers leave the store empty handed. Our innovation is superior to existing methods used for outdoor navigation as it is able to navigate to within a distance of 1 meter. Most importantly, we are the only ones to offer a battery powered beacon/tag that can be implemented almost anywhere. Sales Sense User Preference Module Every day millions of people access the Internet and enter their profile, personal information, or answer questions about their preferences in order to access a service / site, to obtain incentives, coupons, specials, etc. The sites use the information for marketing and in some cases share or sell the information. Recent research has found that most people are willing to give information for incentives. Using the profile and records, the surfing habits of the user (IP) is the way that all the search engine companies make money on the internet. At the same time they try to direct the content to the user according to their profile/habits. But what about real life? We spend more and more time indoors (according to recent research, we spend more than 90% of our time indoors).

The question is how can we transfer the success of the Internet marketing tool and the easy search for real life? This is the main idea behind our innovation – what if we could take the profile the user input with us anywhere and not depend on any communication at all. No Internet nor cellular communication is required, and more importantly without compromising our identity. Moreover, the users are in complete control of their privacy, more so than when surfing the Internet! Our approach to the use of Bluetooth/Wi-Fi Naming extends beyond self-exposure and introduces Bluetooth/Wi-Fi Extended Naming as a technique in which our system can recognize the device’s name as explicit instructions to trigger actions/processes in real time. We take the user’s privacy to the next level: In our innovation, using our technique, the users enter their profile sales preferences and they are encoded into the users’ cell phones. Bluetooth/Wi-Fi Naming create a dynamic key profile according to location/user preferences. The profile may include: gender, age, and sales preference (interest), and does not include any personal profile. It may be the same as seeing the user and recognizing their gender, age, and other preferences just by looking at the user. The user does not reveal any kind of information that most sites ask for in a registration process and no personal information such as name, address, or telephone # is exposed. Putting mobile content in the right audience

In an effort to help both mobile users and content providers to contact each other in the most convenient and non-intrusive way, and with privacy protected, our innovation will enable content delivery for mobile cell users. It allows users to define their content needs, encoding the profile that will

serve both the user and the merchant/store. Example: stores could engage in highly targeted advertising, sending promotions to customers while they are shopping in the store/area.

Creating a customer-centric shopping experience Our Innovation deploying mobile Web like technology in a retail setting, helping make shopping a customer-centric experience where services and products are built around individual customers and their lifestyles. In this scenario, ads would be delivered to “right” passengers, based on their interests. Once at the store, customers could browse accessories and other relevant products, scan and be directed to the desired items or to the sales promotion / coupons or have the item added to an e-cart wish list. Finally, shoppers could take advantage of express checkout using their mobile phones.

Our solution enable LBS providers and advertizing and retailers alike to allow them to customize content in a mall or store and recommend the right products to the right customers at the most opportune time that will optimize the

customers need. The technology also analyzes the habits of existing and potential customer populations, and can then tailor effective mobile marketing campaigns to those audiences. In particular, the ‘Sales Sense’ innovation module, which includes our new, patent pending marketing and privacy control tools, brings web-like sales tools to the real life and real time application. With the privacy implications of the other method being debated at the present time in the US Congress, our ‘Sales Sense’ method can represent a new and important breakthrough for the mobile advertising and LBS future market that can be integrated into many mobile applications that would otherwise expose user ID and privacy. “Your customer is telling you what they want, are you listening?” The main idea behind this is to provide the user with specific content according to their indicated preference and then direct /navigate them to the precise location where they can find the store/sales/special/coupons or the information that they are looking for.

At the same time there is an additional benefit to the mall / store operator using the next generation’s sales tools, that is, learning the costumers’ habits and their sales profiles, and being able to serve their costumers’ needs better .

Our innovation provides important practical implementation of the technique and on its usability within the complex set of social phenomena that characterize situated interaction in a public places without compromising the user privacy. Its effectiveness and simplicity can make it easily adoptable for applications like local social networking interactions, near field communication like secure transactions, payment methods, secure recognized methods and trigger secure processes and delivery of direct content according to the user profile, and application that need real- time immediate response. Again, all without compromised user privacy and provides the user with complete control all the time. The method can be integrated or an add-on. It provides privacy and security for transactions to applications that may otherwise exploit user ID, user profile and user privacy. The Sales Sense, user preference module is an add-on to the sales sense marketing where it joins the user behaviors module to create a very unique LBS business and marketing model. Sales Sense – The next generation marketing tools Recently published research showed that on an average we spend more time indoors. Moreover, according to research, indoor navigation may be more important than outdoor navigation and may represent a huge new market. Our technology allows shopping centers, malls, department stores, buildings, airports, train stations, exhibition centers, museums, and amusement parks to understand the way that their customers or passengers flow through their premises. At the same time it provides the user/shopper with unique indoor navigation capability without compromising user privacy. Our analysis can turn shopping center and department stores into finely tuned sites, enabling mall and store operators to direct the flow of traffic efficiently. In contrast to alternative techniques, there is no device that tracks a user’s cell phone. In our method the user device/ cell phone is the one that scans and tracks tags/beacons along the route, each scan includes the user’s generate key without reveal the identity of the user. This method is more precise than the triangulation internet maps use to locate a mobile phone by cell towers. This is accurate to within 300 – 1000 meters compared to our accuracy which is to within 1 meter. Some reports about shoppers: show how valuable behavioral information actually is, and the profit opportunities that come along with this information. Where they go. Where they go next. Where they do what they do. Who does what. Understanding behavioral patterns across demographics. Similarities, differences and much more.

Sense of a shopper: Content aware- predict where the mobile shopper intends to go…Next! It’s like to having a

The new method will be able to determine exact location of the mobile shopper and to also analyze it and predict the users Next move..!

According to Gartner, one of the next 10 top mobile apps to watch, is context aware service: it’s goes further than location-based services to use information about a person's interests, intentions, history, environment, activities, schedule, priorities, connections and preferences to serve content, products or services, can analyze the user's actions, and provide information depending on the location and profile / preference of the user. It provides new opportunities for businesses to provide customers with not only content and applications, but also a more comprehensive experience based on personal preferences. Context aware can be connecting relevant content according to the user profile/preference, his exiting current location and predicting his “next move” in the area. Allow to target content and advertisements pinpoint to the right people at the right time…our infrastructure innovation allow easy prediction of possible next path…it’s like having a “sense of a shopper

Patents Pending