RS20220790A1 - System for easy upgrade of common displays to smart displays - Google Patents

Abstract

System for easy upgrade of common displays and display networks to smart displays, which can show ads and other interactive content, which can be aligned and based upon data about current location visitors, but also with trends, extrapolated from previous analysis, where this system is based on Plug and Play principle. The construction and architecture of the system for easy upgrade is designed in such a way that allows easy upgrade of wide range and sizes of commonly present displays and display systems, where division of the system into mutually compatible modules, which can be used both in assembled and disassembled state, enables usage not only on displays themselves, but also on ceilings, shelves, store windows and other store parts. The system consists of a detection module (200) and a control module (100). One system for easy upgrade can control one or multiple displays in network with or without physical connection with upgraded displays.

Description

SYSTEM FOR EASY UPGRADING OF EXISTING ADVERTISING DISPLAYS INTO SMART ones

DISPLAYS Field of Invention

The subject of the invention, generally speaking, refers to a system for easy upgrading of existing advertising displays and display systems at points of sale into smart displays, which can display advertising and interactive content, aligned with and based on data about current visitors at the point of sale, as well as with trends, obtained from previous analysis, through a plug and play (Plug and Play) system.

According to the International Classification of Patents, the subject of the invention is designated and classified

classification symbols:

G06Q30/02 - Marketing, more specifically, the invention belongs to the field of displaying advertisements on

point of sale, which falls under this classification.

Technical problem

The technical problem to be solved consists of the following:

How, in an easy and simple way, without a high level of technical knowledge and significant financial and time investments, to upgrade existing advertising displays and display systems at the point of sale into smart displays that can collect data about visitors at the location and, according to the results of the analysis of that data, display advertising and interactive content at the point of sale?

Background of the invention

In the last few years, there has been an expansion of technologies and approaches for collecting data at the point of sale, for counting and recording the number of visitors inside the point of sale, as well as technologies, mainly represented in computer vision (Computer vision), machine learning (ML) and artificial intelligence (AI), intended for visitor analysis, targeting advertising at the point of sale, as well as analyzing the interaction of visitors with objects on shelves, refrigerators or other points of interest inside the point of sale.

easily this type of software solutions represent the future of analysis and marketing at the point of sale, the use of these solutions is very demanding in terms of hardware and implies the installation of expensive and completely new types of devices at the point of sale, which in addition to significant investments, additionally implies, in the case of some technologies, a high level of expertise and a long time for installation, where during that period the facility cannot work, which currently represents a major obstacle to the wider adoption of these technologies.

On the other hand, the majority of sales facilities currently already have installed digital displays or display systems in some form, such as TVs, LCD displays, various types of digital totems (digital signage), tablets and the like, where significant funds and time have already been allocated for this setup, where these, currently installed displays or display systems, do not have hardware or software capacities for the use of the described new technologies.

For these reasons, the majority of sales facilities still do not decide to introduce these technologies, which could significantly improve sales, warehouse management, but also the user experience of visitors to the sales facility, but keep the existing advertising display systems.

State of the art

According to the state of the art, the currently most common type of display and display system has stored on it several sets of advertisements that are played at regular time intervals in the same order, regardless of whether someone is nearby or not.

Some of these displays have the ability to connect to the Internet, such as digital totems (digital signage) or tablets, which can pull advertisements from the CMS system (Content Management System) on the Internet, while the vast majority of devices, such as TVs, LCD displays and the like, keep saved sets of advertisements and where the modification of advertisements is done by manual copying from USB and other data storage media, which is a problem when it comes to a large number of devices.

In order to solve this problem, modules can currently be found on the market that enable the connection of these devices to the Internet and their connection to the CMS system, which enables the synchronized change of advertisements on a digital display or display network without direct human intervention. There are currently several different manufacturers of these modules, with perhaps the most popular model being ScreenRay.

Although the previously described modules solve this specific problem of connecting to the CMS and automating the replacement of advertisements, these modules do not have the hardware capabilities, nor the necessary components to implement new technologies at the point of sale.

For these reasons, currently the only solution available to retail establishments is ordering so-called smart displays<1> that have hardware capabilities for implementing new technologies and replacing currently existing displays and display networks (which are generally expensive and recently installed in many retail establishments). In addition to the fact that each individual smart display is currently very expensive, these displays are also generally bulky and difficult to transport, so the cost of transportation from currently available manufacturers is often higher than the price of the display itself, especially since most manufacturers are currently located in China.

In addition to these disadvantages, the installation of smart displays and display networks inside a sales facility often requires the hiring of highly qualified technical personnel, the hiring of workers for manual operations such as cable installation, accompanying construction work, and the like, which often requires several days of closure per sales facility, which further increases the amount of required investment.

The replacement of digital displays or display networks also results in the rejection of the currently present network, which is still within the recommended period of use, and this type of replacement can also result in a high level of technological waste.

Therefore, there is a need for a system for easy upgrade of existing displays and display systems to smart displays, hereinafter referred to as Easy Upgrade System.

1 Note: there are easily numerous colloquial uses of the term smart display, where this term is used to describe numerous features of currently available solutions within the state of the art, in this text the term smart display is used in the context of displays that can display advertising and interactive content, aligned with and based on data about current visitors at the point of sale, as well as trends, obtained from previous analysis.

Therefore, there is a need for an Easy Upgrade System that is small in size, mobile and based on a Plug and Play system.

Therefore, there is a need for an easy upgrade system that does not require large capital investment, the hiring of highly skilled technical personnel and other workers by retail establishments and chains.

Also, there is a need for an easy upgrade system that does not require additional work and temporary closure of the sales facility.

The previously described and other disadvantages of the existing solutions can be overcome with the solutions of this invention.

Presentation of the essence of the invention

The novelty of the invention is reflected in the construction and architecture of the Easy Upgrade System, which is designed in such a way as to enable the easy upgrade of a wide range and dimensions of existing displays and display systems into smart displays, with or without a physical connection to the display in question being upgraded, where the division of the Easy Upgrade System into mutually compatible special modules, which can be used in an assembled or disassembled state, enables use on the displays themselves, but also on ceilings, shelves, windows and other parts of the sales facility, which covers most of the situations that can be found in sales or exhibition facilities, events, fairs and the like with one system.

The essence of the invention is reflected in the possibility that one System for Easy Upgrade controls one or more displays in a network, with or without physical connection to the displays being upgraded.

The subject invention overcomes the need to purchase new smart displays or display systems, thereby avoiding large capital investments.

By basing the invention on the Plug and Play system, it enables quick and easy installation by one person with a low level of technical knowledge, while setting up the system via the Internet, i.e. without the presence of technical persons on site, it eliminates the need for the hiring of highly qualified technical staff and other workers by the sales facilities and chains during and after the upgrade.

With integrated mechanisms in the form of data indexing and anonymization, the subject invention enables exhibition, sales and other facilities to collect data about visitors in accordance with current laws on personal data protection without introducing additional procedures in the facility or sales chain.

In addition to the above, the present invention has the following advantages over existing technical solutions, the most important of which are:

• Faster and easier production compared to smart displays

• Small size - which enables mobility, i.e. easy to move within a sales facility or sales chain, but it also allows for a significant reduction in transportation costs and enables worldwide mailing. The small size also allows for a significant reduction in maintenance and service costs, precisely because of the possibility of sending by mail, which eliminates the need for local services and warehouses.

• Less storage space and easier manipulation

• The ability to communicate with and coordinate with other smart devices in the sales facility

A detailed description of the embodiments of the invention is contained in the following text, where these embodiments serve as an illustrative example of the principles of the invention. this invention is easily described in the following text through the attached pictures, the invention is not limited to the appearance from the display, where the scope of the invention is limited only by the patent claims and where the invention can have different designs, modifications and alternatives, with the same essence of the invention.

For the sake of the example described, specific technical details are provided, which serve as an example of the operation and use of the invention, in order to ensure a complete understanding of the invention. The subject invention can be made and operated in accordance with the patent claims and without some or even all of the specific technical details.

For the sake of clarity and focus on the subject invention, technical material, in the form of hardware specifications, software, communication protocols and the like, which is known in the technical fields and is subject to the state of the art, is not described in detail below.

Brief description of the draft images

Figure 1 - is a simplified perspective view of the Easy Upgrade System in its assembled state

Figure 2 - represents a simplified view of the principle of separation of the Detection and Control module of the System for easy upgrade in perspective

Figure 3 - is a simplified diagram showing an example of the internal architecture of the device, with the communication modes between the modules in perspective

Figure 4 - represents a simplified representation of the principle of rotation of the Detection in relation to the Control module of the Easy Upgrade System in a side projection, with several positions of rotation marked by a broken line, as well as a recess into which the edge of the upgraded display can rest.

Figure 5 - is a simplified representation of a simple upgrade of the display by attaching the Easy Upgrade System to the upper edge of the display in perspective

Figure 6 - represents a simplified view of the System for easy upgrade in a spring state in perspective

Figure 7 - is an example of the use of the Easy Upgrade System in a spring-loaded state on the shelf, in perspective

Figure 8 - represents a simplified view of the principle of fitting the Detection module of the Easy Upgrade System into the Holder in perspective

Figure 9 - is a simplified view of the assembled Detection Module of the Easy Upgrade System with the bracket in perspective - ceiling use

Detailed description of the invention

Figure 1 represents a simplified System for easy upgrading of existing displays into smart displays in perspective in the assembled state of all modules with their mutual connections, where this System contains the Control Module 100 and the Detection Module 200. The system also foresees the need to separate the modules (Figure 2) and hang the detection module on the ceiling or wall using the Detection Module Holder 900 (Figures 8 and 9). The holder of the detection module 900 is not necessary for the use of the Easy Upgrade System, where the Easy Upgrade System can be mounted and used without the holder, and it, in the sense of this invention, is treated as a practical addition to the invention and is described as such in the following text.

Figure 3 shows a simplified example of a system architecture for easy upgrade, where the Control Module 100 contains:

a) Computer module 101 and where data processing can be done via CPU, GPU, NPU, VPU types of processors, as well as processors of similar purpose, microcontrollers, analog logic circuits or other specialized integrated circuits and chips intended for processing, as well as their combinations, organized into a system with: accompanying cooling, storage and working memory, power supply, inputs, outputs and other accompanying components and Communication module 102 which may, depending on the use, be based on WI-FI, NFC, GSM, Bluetooth, Ethernet, their combinations or other technologies of similar purpose, where the subject invention prefers the implementation of wireless technology or their combinations for practical reasons.

b) The control module 100 can contain one or more types of video output, such as HDMI, VGA, USB and other types in their standard or mini/micro edition, which imply a connection with the display that is upgraded with a cable, while the video output can also be enabled by the application of wireless technologies, such as WI-FI and other similar technologies.

An important criterion in the selection of Control Module components is their size, where smaller size components are preferred, in order to ensure mobility and a wide range of use, while the architecture of the components itself can be based on x86, x64, ARM, RISC, as well as other computer architectures.

The control module 100 may contain one or more applications for monitoring the behavior of consumers at the point of sale, which analyze the data obtained through the detection module 200.

The control module 100 may contain one or more neutral networks, statistical matrices or other methods based on statistics, machine learning or artificial intelligence and combinations thereof, which may process the input data 500 obtained by the detection module 200, where these data may be based on face analysis, demographics, mood, body and face position, face, body, clothing detail analysis, gaze tracking, path analysis and interactions with objects in space and on the shelf, using similar methods, as well as their combinations.

The control module can contain one or more applications for localized analytics, which in addition to analytics directly on the input data 500, obtained by the Detection module, can also perform indexing of the collected data and communication of the parameters of the thus obtained index to other devices in the network, via the output data 600. The index obtained in this way is saved for later use and comparison with other saved indices.

The control module can contain one or more applications for data anonymization, which is done before sending data to other installed or applications on the Internet, in the form of output data 600. With this approach, the subject invention allows exhibition, sales and other facilities to collect data about visitors in accordance with current laws on the protection of personal data without introducing additional procedures in the facility or sales chain.

The control module 100 may contain one or more applications for streaming or interactive content, including the ability to connect to existing CMS systems, both locally and through APIs, plugins or other Internet technologies.

The control module 100 can play the role of a local server. An individual control module can control one or more displays (701), as well as multiple Detection Modules 200, with or without a physical connection.

The control module 100 can receive data from other sensors and devices within the facility or from the local server (702), interpret them, process them, combine them with previously obtained data and send processed or unprocessed data to other devices in the facility (702), where this communication can be two-way in nature, which enables communication, receiving, processing and sending data from and to numerous smart devices in the facility (702) such as visit counters, smart refrigerators, smart racks, as well as POS terminals, for example.

The control module 100 can have a direct connection to the Internet and send the processed data to an application on the Internet for further processing.

Detection module 200 aims to collect various data about visitors, where Detection module consists of: Acquisition module 201, Computing module 202 and Communication module 203.

The acquisition module 201 can consist of: a camera, light sensors of different spectrum, motion and distance sensors, based on different technologies, as well as their combination. The recommended range of detection inside a closed object is from 1-20m, while a greater distance, up to 100m of detection can be covered by using specialized cameras, sensors or a combination of several detection modules, which together can form a 3D image for large sales objects, shop windows and other similar purposes. The acquisition module is controlled by the Computer Module 202 and depending on the desired configuration can send the collected input data 400 for processing to the Computer Module 202 or directly to the Computer Module 101, via the input data 500.

The computer module 202 has a similar purpose and composition as the previously described Computer module 101, where the Computer module 202 has for its purpose the control over the components of the Acquisition module 201, the Communication module 203, as well as the forwarding of data to the Computer module 101.

Considering the purpose of the Detection Module, the architecture described above is recommended, which allows for a smaller footprint of the Computing Module 202 compared to the Computing Module 101.

Depending on the desired configuration and the installed application, Computer module 202 may, in addition to the mentioned functions, also have data preprocessing and processing functions, where in this case, Computer module 202 may contain one or more neutral networks, statistical matrices or other methods based on statistics, machine learning or artificial intelligence and their combinations, which can process data based on facial analysis, demographics, sentiment, body and face position, facial detail analysis and bodies, gaze tracking, analysis of trajectories and interactions with objects in space and on the shelf, as well as localized analytics and/or anonymization of collected data, before sending data to Computer Module 101, installed or applications on the Internet.

The communication module 203 has the same characteristics as the communication module 102, where its main application is the forwarding of data obtained through the acquisition module 201 and the computer module 202 to the computer module 101, where an example of this architecture is shown in Figure 3.

The construction of the System for easy upgrading of existing displays into smart displays is aimed at ensuring flexible use of a wide range of existing solutions, and the construction foresees that in a certain number of cases there will be a need to separate the Control from the Detection module (Figure 2), while in some other cases, such as upgrading an individual display, for example, it is more practical to use both modules in the same place, by direct hanging on one of the edges of the display (Figure 5), by means of recesses 204, which can be technically performed as adjustable as shown in the example in Figure 4, where the recess 204 is marked with a thick line, Setting the System for easy upgrade, in addition to this method, is also possible behind the decorative mask around the display, on refrigerators, by placing the System in the case itself or setting the device in a flat state (Figure 6) on the shelf, where such an example is given in Figure 7.

In order to provide maximum flexibility, the Easy Upgrade System can have a detachable connection between the Control Module 100 and the Detection Module 200 and implement a simple disconnect and connect design, shown in Figure 2.

Thus, the separate Detection Module 200 can be fitted with the Holder 900, where this fitting is shown in a simplified manner in Figure 8, and further mounted on the walls or ceiling, as in the example in Figure 9.

The detection module 200, by its construction, can also contain a joint 800 (Figures 4 and 6), which allows rotation of a maximum of 280 degrees, which can have multiple functions. One of the uses of the joint 800 allows the flexibility of direct mounting on the displays themselves, where shifting the angle directly can help better fit the recess 204 of the Detection Module on the edge of the upgraded display, as in the example in Figure 4. In addition, the joint 800 can also enable applications on the shelves (Figure 7), which allows for discreet collection of data on the movement of visitors' eyes, their interaction with objects on the shelves, serving targeted advertisements or interactive content based on previously collected data, previously expressed interest or interaction and the like.

Anticipating the joint 800 in the design of the Easy Upgrade System within the Detection Module 200, rather than within the Control Module 100, also allows the angle of the Detection Module 200 to be adjustable, thereby ensuring that data is collected at an angle more favorable for further analysis, regardless of whether the Detection Module 200 is connected to the Control Module 100 or the Holder 900 or not. In this way, the adjustment of the angle of the Detection Module 200 in application on the ceiling or wall, mounted on the Holder 300, is ensured.

The presented organized architecture and construction of the Easy Upgrade System allows quick and easy upgrading of existing displays and display systems to smart displays that display content based on data about visitors to the facility and fulfilling the essence of the invention, as well as the advantages described in that section.

The shown combinations of modules and their construction previously described in connection with the attached text and images are examples and are not intended to exhaust all possible combinations of modules, constructions, as well as modes and communication between modules and devices. Further advantages and disadvantages of such combinations will be apparent to those skilled in the art.

It will be appreciated by those skilled in the art that modifications may be made to these embodiments without departing from the spirit of the invention as described herein.

Claims (17)

Patent claims 1. A system for easy upgrading of a wide range and size of existing displays and display systems into smart displays with or without a physical connection to the display in question being upgraded (System for easy upgrading in the following text), characterized by the fact that it consists of: a) Detection module consisting of Acquisition module, Computer module and Communication module b) Control module consisting of Computer module and Communication module 2. The easy upgrade system according to claim 1, characterized in that The detection module collects data about visitors The control module processes that data and gives directives for the display of targeted advertisements and/or interactive content based on previously obtained data. 3. The easy upgrade system according to claim 1 and 2, characterized in that The acquisition module contains at least one camera, biometric camera, light sensor, motion sensor, distance sensor or combinations thereof 4. A system for easy upgrade according to claims 1 and 2, characterized in that The Control Module can control one or more displays, as well as one or more Detection Modules 5. A system for easy upgrade according to claims 1 and 2, characterized in that The control module can also play the role of a local server 6. System for easy upgrade according to claims 1 and 2, characterized in that the Control Module contains at least one or more neutral networks, statistical matrices or other methods, as well as at least one or more software applications based on statistics, machine learning or artificial intelligence, web technologies and their combinations, which can process data based on face analysis, demographics, sentiment, body and face position, face and body detail analysis, gaze tracking, path analysis and interactions with objects in space and on the raft. 7. System for easy upgrade according to claims 1 and 2, characterized in that the Control Module contains localized analytics that performs indexing of the collected data and communication of index parameters to other devices in the network, as well as saving the index for later use. 8. System for easy upgrade according to claims 1 and 2, characterized in that the Control Module performs anonymization of the collected data, before sending the data to installed or applications on the Internet. 9. A system for easy upgrade according to claims 1 and 2, characterized by the fact that it can contain one or more applications for playing streams or interactive content, including the ability to connect to existing CMS systems. 10. System for easy upgrade according to requirements 1 and 2, indicated that the Control Module can receive data from other sensors and devices within the facility or from a local server, interpret them, process them, combine them with previously obtained data and send processed or unprocessed data to other devices in the facility, where this communication can be two-way. 11. System for easy upgrade, characterized by the fact that it is mobile, i.e. of smaller dimensions and weight, where such a device can be sent by mail. 12. An easy upgrade system, characterized by being based on a Plug and Play system, where installation does not require the engagement of highly skilled personnel on site 13. System for Easy Upgrade, indicated that the setting of the System for Easy Upgrade can be done via the Internet, without a physical presence at the location 14. System for easy upgrade, characterized by the fact that it can be mounted in different ways, such as: directly on the display, hanging on the edge, under the decorative mask of the display, inside the case, setting on the refrigerator door, placing the device directly on the shelf, and other similar ways. 15. System for easy upgrade, characterized in that the Detection and Control Module can be fitted and mounted together or separately. 16. System for easy upgrading, indicated by the fact that the Detection Module, by its construction, can also contain a joint, which enables the adjustment of the angle of the Detection Module 17. A system for easy upgrading, indicated by the fact that it can contain a Holder that enables the installation of the Detection Module for walls and ceilings.