Are you hot or not? Ask Microsoft
June 15th, 2009|
LESLIE D’MONTE By now most people acknowledge that a majority of the patents filed by companies border on the ludicrous. Take, for instance, the latest from the stable of software giant Microsoft that is one of the largest patent holders in the world. Microsoft has now filed a patent for an architecture which provides feedback to a user on fashion and other personal appearance decisions that the user may desire. The user can upload self images for viewing and rating (or voting) by viewers who choose to provide an opinion on a set of images that depict the user in different fashion and/or cosmetic looks. For example, the user (or contributor) takes photo snapshots that show the user presented with a number (e.g., two) of different fashion choices. The snapshots can then be processed for upload to a website or other accessible location for viewing by one or more viewers. The viewers can cast a vote for one of the images by selecting the desired image (e.g., clicking on an image). In response, the viewer(s) and/or contributor will be presented with overall statistics for that set of images as to how other viewers voted, as well as a next set (e.g., pair) of photos depicting the user in different fashion and/or cosmetic choice. Alternatively, or in combination therewith, the viewer(s) will be presented a set of images of other users desiring to be voted on. This process can continue until terminated, based on the viewer not voting, the contributor no longer providing images for voting, scheduling information, and so on. The viewer is enticed to continue with the voting process by streamlining the way in which contributor images are formatted and allowed to be uploaded and processed for presentation. Additionally, the viewer is enticed to continue participating by receiving statistics that indicate how the viewer compares to other viewer opinions. For example, the statistics can be obtained via users and/or groups of users of a social network that may have similar interests. The statistics and new set of images are quickly presented to the viewer to optimise viewer participation by reducing delay in providing the feedback to the viewer. Other enticements can be provided such as rewards, points, content, discounts, etc., that serve to maintain viewer participation. The contributor can also select a specific set of viewers rather than allowing public access to the viewer feedback process. For example, if the contributor values one viewer opinion over another, the viewer with the valued opinion can be selected and notified for a voting opinion. In a broader implementation, the contributor can upload images or other types of media (e.g., video files, audio files, etc.) related to non-fashion content for viewing and voting by other viewers. For example, the contributor can upload images of automobiles for viewing and voting by the viewers. REASON: Microsoft argues that the advent of global networks such as the internet has made available enormous amounts of information not only in the form of static data but also for dynamic interaction with other systems and users. Users can now access information and other users to discuss and exchange views on virtually any topic and in realtime. Moreover, the fact that this exchange is interactive (reality-based) rather than a receive-only scenario provides immediate feedback. This is evidenced in an emerging trend in TV shows that provide technology for allowing viewers to vote on contestants in a variety of different competitions (e.g., singing, dancing, etc.). Commercial enterprises, it adds, have realised the potential in reaching millions of potential customers to conduct anonymous surveys to obtain demographics and other desired information in order to determine the type of advertising to present on websites, and so on. A website may present information (e.g., audio data, video data, image date, text, etc.) or questions to which users can take a few minutes to rate or answer in anonymity. A variation on this model is also applied to rating websites where users can rate other on physical appearance, pets, personality and other user traits and attributes. In voting sites, typically, it is a general purpose question posed to viewers, and once the viewers have answered the question they tend to leave the website to do something else. In other rating websites, when viewers have rated an image, the viewers are presented with a seemingly endless series of other images to be rated or voted on, the purpose of which is to generate a flow experience so the viewers will stay at the website to continue participating. This process can generate revenue for advertisers by presenting advertisements while the viewers are voting. Moreover, there is a fascination with anonymously critiquing the appearance of another person. In SUM One thought that the software giant would be more busy warding off threats from Google. But then, Microsoft employees reportedly get a $2500 bonus for every patent. They don’t have to write it either, The patent lawyer does. All you do is describe the idea and give any relevant documentation and someone else converts it to a patent. Maybe that’s one of the reasons there are so many patents to be filed. Incidentally, the Patent Office now gets some 500 million applications a year, leading to litigation costs of over $10 billion a year to define who has what rights. And if the goal of patent law is “to promote the progress of science and useful arts”, one wonders where this “hot or not” type of patent fits in. Incidentally, Microsoft, this May, was also granted a patent for a way of limiting access to certain features of an operating system depending on whether a user has paid for those features. The patent, titled “Restricted software and hardware usage on a computer”, covers a means by which it can offer software that has features either enabled or not enabled depending on which edition a user has purchased. It’s a concept already in use at the company. Microsoft has already said it will offer all versions of Windows 7 on a single disc, with a particular product key unlocking the features that come with that edition. Users will be able to upgrade to a higher-end version of Windows 7 just by purchasing a new product key. |







