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CHAPTER 5 INTELLECTUAL PROPERTIES AND RESOURCES
Section 5.1 Patent Analysis
The patents analysis separated into two aspects. First is to identify the patents of competitors own and secondly, search patent under keywords of this proposal. The purpose for this analysis is to evaluate if the proposal have breached other’s intellectual property and the counter strategy if it breached. The search results were performed by Patent Guider 2008 software under patent application and issued on USPTO.
On the competitor search, the keywords used are Facebook, Google AND Earth, and Expedia, due to VirtualTourist is the subsidiaries of Expedia. Although Facebook is not a listed direct competitor, however it is one of the comparable indirect competitors. The reason Facebook is important factor attributable to Funscouting underlies on the formation of a community, and in addition, Funscouting requires Facebook identification for log-in procedure, therefore it is prudent to be cautious.
Beyond the competitors, the other keyword searched is Social Network AND World Map, due to the fundamental characteristic of Funscouting.
The analyze work will also be evaluated at the major international patent classification to determine the each competitors and the their future filing patent destination. Table 5.1 is an illustration of major patents and description on each keyword category. Thus far, Funscouting has infringed none of the patents filed from the competitors.
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Table 5.1 Searched Patent Result Keywords Application Issued Major
IPC
Description
Facebook 35 items 11 items G06F ELECTRIC DIGITAL DATA PROCESSING (computers in which a part of the computation is effected hydraulically or pneumatically G06D, optically G06E; computer systems based on specific computational models G06N; impedance networks using digital techniques H03H)
Google AND Earth
40 items 47 items G06F ELECTRIC DIGITAL DATA PROCESSING (computers in which a part of the computation is effected hydraulically or pneumatically G06D, optically G06E; computer systems based on specific computational models G06N; impedance networks using digital techniques H03H)
Expedia 6 items 6 items G06Q DATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED
FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR
FORECASTING PURPOSES;
SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE,
COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
Social Network AND World Map
28 items 0 item G06F ELECTRIC DIGITAL DATA
PROCESSING (computers in which a part of the computation is effected hydraulically or pneumatically G06D, optically G06E; computer systems based on specific computational models G06N; impedance networks using digital techniques H03H)
Source: Patent Guider 2008 and World Intellectual Property Organization and secondary data compilation
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Majority of the patents applied and issued by the Facebook and Google are under category of G06F, and G06Q for Expedia. Interestingly, none of the Social Network AND World Map keyword has granted the patent yet, thus Funscouting will be filing under similar classification.
Even though Funscouting does not have an infringement, however Table 5.2 are some of the patents may affect future technical developments and profit development.
Table 5.2 Possible Threats on Patent Infringement Patent
Number
Patent Name Assignee Abstract
20110135207 Matching An Approximately Located Query Image Against A Reference Image Set
GOOGLE INC.(CA)
Aspects of the invention pertain to matching a selected image/photograph against a database of reference images having location information. The image of interest may include some location information itself, such as latitude/longitude coordinates and orientation. However, the location information provided by a user's device may be inaccurate or incomplete. The image of interest is provided to a front end server, which selects one or more cells to match the image against. Each cell may have multiple images and an index. One or more cell match servers compare the image against specific cells based on information provided by the front end server. An index storage server maintains index data for the cells and provides them to the cell match servers. If a match is found, the front end server identifies the correct location and orientation of the received image, and may correct errors in an estimated location of the user device.
20090198607 ONLINE MAP ADVERTISING
GOOGLE INC.(CA)
Systems and methods for selecting advertisements for presentation in a map space are disclosed. Map requests are received, map spaces identified, advertisement bids are received for advertisement space within the map spaces, and advertisements are selected for presentation in the map space based on the advertisement bids. The advertisement bids can be selected through an auction.
20070282792 Identifying Geo-Located Objects
GOOGLE INC.(CA)
A method of providing geo-coded information to a user of a graphical computing device is disclosed.
The method includes receiving information identifying a view to be displayed on the graphical computing device, querying a geo-coded database containing information associated with publicly supplied models located in a geography, for one or more models located in the view, and transmitting information identifying the one or more models located in the view.
20110087526 Social Network Economy Using Gift Credits
Morgenstern;
Jared(CA)|
Seligstein;
In a social networking system environment, users can give another user credits, a scarce commodity, as part of commenting on content posted by the
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CHAPTER 6 STAKEHOLDERS ANALYSIS
Section 6.1 Cooperation Network and Strategic Alliance
Funscouting platform build under the fundamental framework upon Google Earth and Faceook Inc., therefore these two major parties will be the key cooperators.
Besides, Funscouting uses and consists of Google Earth and Map on its platform combining with Facebook users’ identification, again both Google Earth and Facebook are also main suppliers. Obviously, they have to choice to cooperate with Funscouting or not, but the joined membership will benefit on both parties. In addition, VirtualTourist will be a great asset if we can strategic alliance with them, due to their rich database, and the combination of Funscouting, the result should be able to enhance all users experience in both parties.
Unquestionably, there are other important alliances requires for Funscouting to make it operate, these such are the senior citizens and scouts and college clubs, which includes mount climbing and photography clubs. In addition, well-known traveller’s blog and tourism bureau and travel agencies are all part of the stakeholder
Section 6.2 Stakeholder Analysis
Table 6.1 and Figure 6.1 are the stakeholder’s analysis and it is ranked by the level of influence and importance:
Table 6.1Stakeholders A. Google Earth and Map B. Facebook C. VirtualTourist D. Tourism Bureau
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E. College Clubs / Scouts F. Seniors at Nursing Homes G. Travel Agencies H. Traveller’s Blogs
Stakeholder’s Analysis
Importance of Stakeholder
Influence of Stakeholder
Unknown Little/No Importance
Some Importance
Significant Importance Significant
Influence
E,F,H A,D
Some Influence
B
Little/No Influence
Unknown
G C
Figure 6.1 Stakeholder’s Analysis
As illustrated in Figure 6.1, both Google Earth and Map and Tourism Bureau (Both National and Local) have the greatest influence and importance, due to Funscouting’s platform relies on the technology and content supply. Although they are highly impacted to Funscouting, on the positive note, the Funscouting’s existence assisted their public recognitions, as the result, it creates a win-win situation.
Indeed, not only Google Earth and Map and Tourism Bureau are important, Facebook users are important as well. Currently, Funscouting’s platform requires Facebook membership identification for logging on to the website, however it is not a significant influence if Funscouting expands to other platform in the future, Funscouting’s platform is hoping to gain exposure and number of participants through
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other current social network users, the role of Funscouting act as a network application that welcome any memberships in any platform.
Funscouting believe the only way to inspires the others is through the interest of individual and spread over the word of mouth. Therefore, college clubs/scouts, seniors at nursing homes and traveller’s blog are all influencers. The true travelling experiences relies on the human’s five senses; the eyes that sees, and ear that hears, the nose that smells, the tongue that tastes and the touch that feels. As a replication of travelling, besides audio, video and photo outcome, words and stories creates an inspiration and imagination sense of the feelings at that particular moment; in essence that shares the similar senses.
The other two stakeholders are currently in an unknown stage, they are travel agencies and VirtualTourist due to the current Funscouting platform is hoping to establish travelling services and yet not taking the actual travelling into account, therefore, in the future, when Funscouting expands the services, this is somewhat important. As for VirtualTourist, since they are a direct competitor, their strategies have some level of importance, but not able to measure on influential level yet.
Although there are many other stakeholders that are not taking into account at this moment, thus, the strategy will be planned when they will reveal as time forwards.
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CHAPTER 7 VALUE CAPTURE STRATEGIES
Section 7.1 Value Creation
The value creation is based on the following scenario simulate how users can leverage this platform and the full analysis follows.
Scenario I – Reconnecting with Old Friends
Imagine young immigrants left Asia countries such as Taiwan, Hong Kong and China when they were teenagers. These immigrants may have already established their life abroad and have never yet or rarely have returned to their home. The solid location memories have become vague and certainly losses, however, the story within that memory remains. With that vague memory, that person can benefit by plotting a request service on Funscouting base on their vague memories on to the map, and let the worldwide members fills the blank for him or her. Although the surround may have changed, however with each member’s historical stories remains soild, and it can be the greatest assets express the lifestyle at that moment. Nevertheless the users may view the updates of the area, and understands how the history have changed over time, he or she can also share and exchange information of his memories and what was remembered to the locals, and even may reconnect with local or someone who was lost in contact for ages.
Scenario II – Heritage Searching and Reconnecting
Imagine a 2nd or 3rd generation Asian who wants to search for their heritage.
Funscouting is a fascinated platform for these users who wants to search and
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re-educate about their heritages. Users may learn from historical culture and the evolution and to the presence of the location. The individual can leverage the social network capabilities to understand and reconnect with the locals further to the available historical and geographic information. Not only may that, since Funscouting’s target audience initiate from older adults, many of the lost traditions may be shared on this platform either by the senior individuals or searched by Funscouting organization, where the long lost traditions may restore again.
Scenario III – Group Travel and Join Adventure
Imagine a user has a vacation time and does not know where to go and is uninterested to the travel package created by travel agencies, Funscouting is a great tool of idea pool that users can choose where to travel, either domestically or internationally, depends on the individual needs. Besides, when each requests users made will be broadcasted publically on to the platform, it may persuade other users that may have the similar motivation about the location and have desire to join the travel. Funscouting has a platform, when number of users would like to explore to a certain destination, Funscouting will negotiate with the travel agency that customize the travel package, in addition, Funscouting will be contacting with local membership, and check with local tour guides that can share the local experiences, and that brings to the ultimate travel experiences.
Scenario IV – Geographic and History Education
When Funscouting’s database reached to a critical level, the future application of this platform can expand to other service route. With the vast amount of geographical and historical information, Funcouting can perform as Wikipedia, where it becomes
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the main stream for geographic and history learning tool. Especially in this digital revolution, the quickest way to retrieve information is through internet other than textbooks. Imagine, a new student coming or preparing to come National Cheng-Chi University to study, other than geographical location shown and the school website, nothing can be found in detail about the school and surroundings. However, on Funscouting, either the student can make a request, or the place has already written by some other visitors, the student can learn a lot more about both history and the surrounding environments. With Funscouting’s service, anyone can learn of particular place anytime, anywhere and everywhere.
Scenario V – International Exchange
With the convenience of international shipping, many culture exchanges can be leveraged from this website. Many of the unique food, beverages, and culture use and wear products cannot be found in local markets aside from what has imported. Thus, a user may make friends worldwide and send a request to the desire local members on the network, and ask them to introduce and purchase some of the local unique products. Of course, it is not a free gift; the purchaser must make a payment via Paypal or other payment methods. The other important feature about travel is able to learn about the local foods and products, therefore, through the Funscouting network, the user can reach the same experience in local homes.
Obviously, the listed scenario are some of the examples, there are many ways a user can leverage from this internet platform, since there are uncountable possibilities can be happen through internet.
Analysis
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Base on the scenarios listed, have produced a prominent value. The reason all of these value are feasible is because of Funscouting has created a new niche environment. Recalling the life from seniors, these people have great amount of undisrupted time but bound by the mobility. What these people can offer are many valuable memorable and fantastic stories. Oppositely, the junior citizens are bound by
Base on the scenarios listed, have produced a prominent value. The reason all of these value are feasible is because of Funscouting has created a new niche environment. Recalling the life from seniors, these people have great amount of undisrupted time but bound by the mobility. What these people can offer are many valuable memorable and fantastic stories. Oppositely, the junior citizens are bound by