WO2016099400A1

WO2016099400A1 - Methods and systems for facilitating user interactions

Info

Publication number: WO2016099400A1
Application number: PCT/SG2015/050097
Authority: WO
Inventors: Arun R.l. VERMA
Original assignee: Media Loyal Pte Ltd
Current assignee: Media Loyal Pte Ltd
Priority date: 2014-12-18
Filing date: 2015-05-06
Publication date: 2016-06-23
Anticipated expiration: 2017-06-18

Abstract

Methods and systems for facilitating user interactions, with electronically user- accessible media and in portable user device applications, are disclosed. A user for a portable user device is identified, and a record of extant loyalty assets for the identified user obtained. An in-application enhancement transaction obtainable by a user interaction with the portable user device application is determined, and extant loyalty assets of the identified user are used to carry out the enhancement transaction. A media item of the user-accessible medium obtainable using loyalty assets of a user is also determined, wherein the amount of loyalty assets required to obtain the media item is variable, and the amount of loyalty assets required to obtain the media item is determined for the identified user. Information characterising the user may be obtained, and used to determine the amount of loyalty assets required to obtain the media item.

Description

METHODS AND SYSTEMS FOR FACILITATING USER INTERACTIONS

FIELD OF THE INVENTION

This invention is directed to methods and systems for facilitating user

interactions, with electronically user-accessible media and in portable user device applications.

BACKGROUND OF THE INVENTION

Methods of user interaction with a variety of electronically-accessible media are known, for example using computers, portable and mobile devices, interactive televisions, interactive installations, and using locally hosted software, network connected browsing, cloud-based portals, and the like. Media accessed in such protocols can be any of the known types of multimedia, such as text, graphics, audio, video, with content such as games, social media, news, blogs, internet enabled products and services, and the like.

Certain such interactive media have disadvantages: they can be limited in user accessibility, or in users attracted to access or use, in options for user payment via the medium for goods or services, in providing options for greater revenue from users, and in retaining users where, for example, some goods or services may be deemed too expensive. For example, using certain such media, previously considered methods for accessing or paying for certain goods or services can be cumbersome, if involving a lengthy and necessarily highly secure transaction chain with a financial institution. These can cause excessive computational loads on the device accessing the medium, over-use of network resources, and security management problems.

Loyalty programmes are also known to the art. For example, users can obtain and accumulate loyalty assets, such as loyalty points, air miles, loyalty card credits, hotel rewards, retail reward points such as in-store or supermarket rewards, financial points (e.g. Citibank points) and the like using products and services from providers. The service and product providers record transactions, and reward customers with the loyalty assets. Typically such loyalty assets are only used for further products or services obtained from the same service or service provider which rewarded the user with the loyalty assets. For example, air miles obtained from an airline are used to obtain flights from the airline. This can be burdensome and inefficient for the service provider. In addition, loyalty assets can in themselves be a burden on the provider, as they are often accumulated without being spent by users, and can represent significant liability on company balance sheets.

In certain instances, loyalty assets can be converted into a currency or pseudo- currency asset for use by the user. However, restrictions on the use of the currency can apply, or the user can again be limited to only spending the currency with the same service or provider.

Other previously considered programmes permit the use of the rewards or loyalty assets on other services, portals or software platforms, but these are

nevertheless limited by fixed environments (and consequently different technical solutions), for example an airline allowing use of rewards on an in-flight service.

Some previously considered programmes have allowed conversion of loyalty assets for transactions, but the conversion (either to currency or some other asset type) can be highly inefficient, or generic and unspecified. Where inefficient, this can cause overuse of resources, such as computational loads and network communications resources.

The present invention aims to address these problems and provide

improvements upon the known devices and methods. STATEMENT OF INVENTION

Aspects and embodiments of the invention are set out in the accompanying claims.

In general terms, one embodiment of a first aspect of the invention can provide a method of facilitating a user interaction in a portable user device application, comprising: identifying a user for the portable user device; determining an in- application enhancement transaction obtainable by a user interaction with the portable user device application; obtaining a record of extant loyalty assets for the identified user; and using extant loyalty assets of the identified user to carry out the enhancement transaction.

This allows the use of loyalty assets for facilitating or performing transactions in software applications unrelated to the initial accumulation of the assets. The extant or established loyalty assets pre-exist the (instant) use of the application in question, but nevertheless can be used with that application. This also allows the use of loyalty assets from a programme from one service provider, in

transactions with applications provided by a completely different service provider.

These methods allow for greater accessibility for the user to their loyalty assets, and greater opportunity to use them, which in turn provides increased loyalty asset spending and attrition of loyalty asset stocks, to the benefit of the programme provider. The methods also allow improved user retention and encouragement of spending, by allowing different modes of expenditure.

Furthermore, previous cumbersome methods for accessing or paying goods or services can be avoided; loyalty assets of an identified user can be used quickly and efficiently, as the transaction chain can be shortened, for example to simply communicating with a loyalty asset provider's server system. Security can be managed more efficiently, as the loyalty assets are not typically useable elsewhere, and therefore less susceptible to security concerns. These

advantages can in turn reduce computational loads on the device accessing the medium, reduce use of network resources, and speed up transactional interactions.

The steps of the method of this embodiment, such as identifying the user, determining the enhancement available, and using the loyalty assets to access the enhancement, may be performed either on the portable user device, or on the server, or both.

Preferably, the step of using extant loyalty assets of the identified user comprises determining an amount of the loyalty assets required to carry out the

enhancement transaction; and debiting the amount from the record of extant loyalty assets for the identified user.

Suitably, the extant loyalty assets for the identified user are associated with a first service provider, and the portable user device application is associated with a second service provider. For example, the first service provider may be a loyalty programme provider, and the second a provider of portable user device applications.

In an embodiment, the steps of identifying the user, obtaining the record, determining the in-application enhancement transaction and using the assets to carry out the transaction, are conducted substantially in real time. Preferably, the record of extant loyalty assets is maintained on a server, wherein the step of obtaining the record is carried out by the user device, and the step of obtaining the record comprises periodically obtaining the record during user use of the portable user device application. This allows pre-fetching of the user loyalty asset record information, so that processing time obtaining the enhancement can be reduced, and computational load smoothed. Suitably, the amount of loyalty assets required to obtain the media item is variable, and wherein the step of using the extant loyalty assets of the identified user comprises determining for the identified user the amount of loyalty assets required to carry out the enhancement transaction. Preferably, the step of determining for the identified user the amount of loyalty assets required comprises: obtaining information characterising the user; and using the user characterisation information to determine the amount of loyalty assets required to carry out the enhancement transaction. One embodiment of a second aspect of the invention can provide a computer server-implemented method of facilitating a user interaction in a portable user device application, comprising: using a computing device: identifying a user for the portable user device; determining an in-application enhancement transaction unlockable by a user interaction with the portable user device application;

obtaining a record of extant loyalty assets for the identified user; and using an extant loyalty asset of the user to transform the enhancement transaction from a locked state to an unlocked state for the user.

One embodiment of a third aspect of the invention can provide a computer server-implemented method of facilitating a user interaction in a portable user device application, comprising: using a computing device: identifying a user for the portable user device; determining for the given portable user device an in- application enhancement transaction obtainable by a user interaction with the portable user device application, which interaction operable to transition the given portable user device from a state in which the application transaction is inaccessible, to a state in which the application transaction is accessible;

obtaining a record of extant loyalty assets for the identified user; and using a user extant loyalty asset from the record to enable the interaction transitioning the device from the inaccessible state to the accessible state. One embodiment of a fourth aspect of the invention can provide a server system comprising: a memory; a communications interface configured to communicate with portable user devices; and a processor module, the system configured to: identify a user for the portable user device; obtain from the memory a record of extant loyalty assets for the identified user; by the processor module, determine an in-application enhancement transaction obtainable by a user interaction with the portable user device application; and use extant loyalty assets of the identified user to carry out the enhancement transaction. One embodiment of a fifth aspect of the invention can provide a server system comprising: a memory; a communications interface configured to communicate with portable user devices; and a processor module coupled to the memory and the communications interface, the system configured to: on receipt from the communications interface of information identifying a user of a given portable user device, retrieve from the memory a data record corresponding to the identified user; obtain from the data record a record of extant loyalty assets for the identified user; and by the processor module: identify an in-application enhancement transaction for the given portable user device obtainable by a user interaction with the portable user device application; and communicate information from the extant loyalty assets record of the identified user, enabling the user interaction for obtaining the enhancement transaction, to the given portable user device.

One embodiment of a sixth aspect of the invention can provide a method for a portable user device of facilitating a method according to the first aspect, the method comprising: identifying a user for the portable user device; determining an in-application enhancement transaction obtainable by a user interaction with the portable user device application; obtaining from a server system a record of extant loyalty assets for the identified user; and communicating with the server system to use extant loyalty assets of the identified user to carry out the enhancement transaction. One embodiment of a seventh aspect of the invention can provide a portable user device for use with the server system of the fourth or fifth aspect, comprising: a memory; a communications interface configured to communicate with the server system; a user interface; and a processor module coupled to the memory, the communications interface, and the user interface, the portable user device configured to: receive from the communications interface via the server system a record of extant loyalty assets for an identified user of the user portable device; and by the processor module: identify an in-application enhancement transaction for the given portable user device obtainable by a user interaction with the portable user device application; and use the record of extant loyalty assets for the user to enable the user interaction for obtaining the enhancement transaction.

Preferably, the user interaction with the portable user device application is operable to transition the given portable user device from a state in which the application transaction is inaccessible, to a state in which the application transaction is accessible, and the use of the record of user extant loyalty assets enables the interaction, transitioning the device from the inaccessible state to the accessible state.

One embodiment of an eighth aspect of the invention can provide a method of facilitating a user interaction with an electronically user-accessible medium, comprising: identifying a user for the user interaction; obtaining a record of loyalty assets for the identified user; determining a media item of the user-accessible medium obtainable using loyalty assets of a user, wherein the amount of loyalty assets required to obtain the media item is variable; and determining for the identified user the amount of loyalty assets required to obtain the media item.

This allows the conversion rate or conversion factor of loyalty assets or pricing of media items relative to the loyalty assets, to be varied rather than maintained at a standard rate across the board. This provides a more efficient means of converting the loyalty assets for obtaining, allowing or accessing transactions, and allows service providers to tailor pricing, for example to particular customer demographics, tastes and activities. This in turn allows more efficient use of network and computational resources. For example, if a pricing or conversion factor is increased, rates of return may therefore also increase, thereby reducing network traffic by reducing the number of customers to which a service may need to be provided, or by increasing transaction sizes relative to the communications resources required to service them. The media item may be a media asset, such as a multi- or single-media object, such as a video or newspaper article, or a transaction or enhancement for example in a software application for a portable user device, and may be associated with a user interaction with the user-accessible medium, such as an interaction with a user interface, for example with a touch screen of a portable user device.

Preferably, the step of determining for the user the amount of loyalty assets required comprises: obtaining information characterising the user; and using the user characterisation information to determine the amount of loyalty assets required to obtain the media item. The use of the characterisation information to determine the amount may comprise using an algorithm or mathematical model relating data from the user characterisation information, or a model constructed from that information, to the amount of loyalty assets required. Suitably, the step of obtaining information characterising the user comprises obtaining demographic and/or past activity information for the user. In an embodiment, the information characterising the user comprises a position for the user on a distribution of users by loyalty asset transaction rate. For example, for the transaction rate the rate of earn (rate the user earns loyalty assets) and the rate of spend (user's rate of spending the assets) may be used for the

distribution, or both and further such distributions may be used. Suitably, the information characterising the user comprises usage information for the user for the user-accessible medium. For example, this may comprise time spent by the user on, and the user's most recent use of, the user-accessible media, or the given medium.

In an embodiment, the step of using the user characterisation information comprises maximizing a pricing function for the user, to establish a maximal price point for the user based on the user characterisation information. One embodiment of a ninth aspect of the invention can provide a server system comprising: a memory; a communications interface configured to communicate with portable user devices; and a processor module coupled to the memory and the communications interface, the system configured to: on receipt from the communications interface of information identifying a user of a given user- accessible medium, retrieve from the memory a data record corresponding to the identified user; obtain from the data record a record of extant loyalty assets for the identified user; by the processor module: determine a media item of the user- accessible medium obtainable using loyalty assets of a user, wherein the amount of loyalty assets required to obtain the media item is variable; obtain from the data record from the memory information characterising the user; use the user characterisation information to determine the amount of loyalty assets required to obtain the media item; and by the communications interface, communicate the required amount of loyalty assets to a device hosting the user-accessible medium.

The hosting device may be, for example, a server, for example a web server hosting a media item or website, or a portable user device, hosting a portable user device application, or the like. Further aspects of the invention comprise computer programs or computer program applications which, when loaded into or run on a computer or processor, to cause the computer or processor to become a system, or to carry out a method, according to according to the aspects described above.

The above aspects and embodiments may be combined to provide further aspects and embodiments of the invention.

Processors or controllers described herein may suitably comprise a control unit or computational device having one or more electronic processors. Thus there may be a single processor or controller or alternatively different functions of the processor or controller may be embodied in, or hosted in, different control units or controllers. As used herein the term "controller" or "processor" will be understood to include both a single control unit or processor and a plurality of control units or processors collectively operating to provide any stated functionality. To configure a processor or controller, a suitable set of instructions may be provided which, when executed, cause said control unit or computational device to implement the techniques specified herein. The set of instructions may suitably be embedded in said one or more electronic processors. Alternatively, the set of instructions may be provided as software to be executed on said computational device.

BRIEF DESCRIPTION OF THE DRAWINGS

The invention will now be described by way of example with reference to the accompanying drawings, in which:

Figures 1 and 2 are flow charts illustrating steps according embodiments of the invention;

Figure 3 is a diagram illustrating a platform architecture according to an embodiment of the invention; Figure 4 is a diagram illustrating software applications according to an

embodiment of the invention;

Figure 5 is a flow chart illustrating steps according to an embodiment of the invention;

Figure 6 is a diagram illustrating a network architecture according to an embodiment of the invention;

Figure 7 is a screen shot of an application on a portable user device according to an embodiment of the invention; and

Figure 8 is a diagram illustrating typical features of an interactive system according to an embodiment of the invention.

DETAILED DESCRIPTION OF EMBODIMENTS

Embodiments of the invention provide methods and systems which can bridge the gap between loyalty partners and media providers, for example in - app purchases by allowing people to use their existing loyalty plan points within games. Such applications allow an increase in the usage spending of users' loyalty account balances. Currently there is no bridge between these partners and providers.

Embodiments of the invention can create the middleware that will serve as enabler in the industry and allow optimization for pricing of loyalty points from established loyalty partners for the "sale" of virtual goods. Figures 1 and 2 are flow charts illustrating steps according embodiments of the invention. Initially, the user of the portable user device is identified (102). The identification may be done at the portable user device, or at a remote location, for example at a server communicating with the portable user device. The identification may be done by any of the previously considered methods, for example by identifying user account details already "signed in" to on the user device, or entered on the device by the user, or automatically obtained from the server system on connection to the given portable user device. The identification may link such details to account details of the user.

Such a user device may be for example a portable or mobile telephone or smartphone, or a PDA, tablet, interactive e-paper device, smartwatch or other smart wearable device.

The record of the identified user's pre-existing loyalty assets is then obtained (106). This may be requested by the portable device application, or pushed from the server to the device, for example on notification of loading of the application on the user device. In either case, the record may be stored on a database on a memory of the device or server. In the case of a server system, the server may be a more rudimentary system than that which would be required for a financial transaction using a standard currency; the protocols required will typically be more straightforward and with fewer security measures, since the loyalty assets have limited use beyond the user's own use for conversion for certain goods and services. This reduces network load, network traffic, computational load, and generally increases transaction efficiency. The pre-existing loyalty assets are those already accumulated by the user in a loyalty programme, such as air miles or the like, typically from a different service provider from the user device application being used.

The relevant in-app enhancement transaction accessible or obtainable by a user interaction is then determined or identified (104). This determination can be carried out either by the device or the server system. For example, the device may note via a user interface that the user, using a game application, has requested access to a restricted enhancement, such as accessing a higher level in the game. Where the application is in contact with the server rather than running exclusively locally, the determination may be made at the server. ln the final step (108), the loyalty assets of the identified user are used to carry out the enhancement transaction. For example, the device or server, noting a record of an amount of air miles in a user's account, uses those air miles to pay for accessing the enhancement (instead of, for example, paying for it using a financial transaction or currency via, for example a banking application).

In one embodiment, to improve efficiency, the loyalty asset records are obtained and updated periodically, without a specific request from the application or server running it, to download/upload them. This pre-fetching can save time and smooth computational loads, having a recently updated version of a record available instantly to perform a transaction rather than having to request its retrieval, and wait for the outcome.

Referring to Figure 2, in a more general system which may apply to any user- accessible medium, and media items thereof, a system for determining an amount of the loyalty assets required to access the locked item is implemented; the amount of loyalty assets required is variable.

For example, a user may access a local application, or a website, using a portable or other device, and request access to an application, to an

enhancement in that application, or media asset such as a daily newspaper download. Again the user is identified (202), the loyalty asset record obtained (206), and the relevant media item identified (204). In the final step, a determination is made (208) for the identified user, of the amount of loyalty assets required to obtain the identified media item. The price or cost for the media item may be made visible to the user. However, different prices may be shown to different users. In one embodiment, this is done using characterisation information for the user. For example, a server or device database (for instance, alongside the loyalty asset record) may store details of the user's demographic information, and/or their activity or behaviour using the loyalty programme(s), or the associated user- accessible media. This can be used to price an item appropriately for the given user.

The pricing, or conversion from loyalty assets to amount required for the item, can be based on a mathematical model linking the user characteristics to the items. For example, a lower maximum item price/conversion factor may be offered to a less frequent user. The model may collate information from various users, and maintain distributions of their characteristics as members of the set of users, to derive demand curves for each characteristic for the set of users, and in turn to allow a precise calculation of an optimized conversion factor for a given user. The data maintained can be updated readily, so that conversion factors can be adjusted for new data, such as a change in behaviour or activity of the customer.

In an embodiment, there are three main technical advancements:

1 . Rapid transaction 3-sided platform engine: customer portal, direct rapid transaction connection to loyalty providers, API for game developers

2. Big data analytics and pricing layer: leverage the customer profiles in both the loyalty platform and in-game usage to optimize the sale of virtual goods. 3. SDK for developers: an interfacing layer to popular programming environments

1 . Rapid transaction 3-sided platform engine Figure 3 shows the general architecture of the platform of an embodiment of the invention that sits in between the loyalty providers and game platforms, providing intermediary access and point redemption capabilities. This provides the rapid transaction 3-sided platform engine, with the following components: customer profile portal (304), loyalty portal (302) with direct rapid transaction connection to loyalty providers, and a merchant portal (306), with SDK/API for game or application developers.

The loyalty portal 302 connects the loyalty partner platforms to the customer profile portal 304. Examples of partners are shown at (A); Air Asia, having the AA Partners loyalty programme, Kris Flyer (air miles), Shangri La (Passion Card).

The merchant portal 306 allows connection between the customer profile portal and the merchant games or applications, shown at (E).

The customer profile portal itself supports various functions associated with the connections to the loyalty partners and programmes, and with the connections to the merchant platforms. These functions may be accessible to the user for review. The functions include for example authentication of the user and the user's account with partners and with merchant platforms, monitoring accrual and redemption of loyalty assets for the user, reconciliation of accounts and loyalty assets, reporting of activity, and management of such functions.

In an embodiment, the functions and components of the platform are as follows, with reference to the numerals in Figure 3: A. Loyalty / Merchant Provider Portal

This is a rapid transaction interface between loyalty partners and the platform. The interface (302) is able to call the internal technical systems for each loyalty platform to perform actions on those user accounts. These actions might include: o Update customer profile (the retained details by the loyalty partner) o Account management (award points, allow for redemption of points) o User authentication

The transactions typically need to be near real-time and able to handle thousands of requests at any given time. This involves some high integration techniques such as pre-fetching customers' initial account information and storing them in middle-layer caching before serving to platforms.

Near real-time processing can be accomplished for known users to the system by prefetching, that is, the periodic checking of the user account while the user is in the application so as to check the balance of the user ahead of the user actually choosing to expend the points. This allows the application to temporarily store a near real-time balance of the user points. Once the user executes the

transaction, the required amount for the purchase is stacked up against how much is known in the temporary account and if there is enough balance then the virtual good is awarded. Subsequent to this an additional validation is made when the loyalty system is contacted to deduct points.

The loyalty platforms (F) are typically different in how they communicate (SOAP, SDK, Plugins, REST, etc). This is all maintained via server side interactions (servers providing the system functionality, and the three sided platform connected to the loyalty platform).

Software Technologies:

· Web/Browser based portal accessible through web and mobile devices Utilize array of Web 2.0 technologies, such as PHP, Jquery

Integrated through API to the loyalty management system and direct integration to the reporting and billing system

Data communication format can be using either JSON or XML for ease of use Hardware

Virtualized and scalable cloud based application servers

Or hardware based instance 4 x / 8 x CPUs and 16GB Memory for the portal alone.

B. External API Layer

This represents the integration point (306) for game developers, publishers or other 3rd party application service providers. A software development kit plug in for well-known development environments such as Eclipse or Unity3D can facilitate the connection between the app or game (E) and the 3-sided platform. Each plug in will offer an access point into the platform through easy code insertions into the application/game source code. Software libraries are created to facilitate this interaction. The communications between the game and eventual response from the loyalty partner can be performed in near real time.

Software Technologies:

API infrastructure capable of handling hundreds of thousands of requests in any given time.

· Combination of Node.JS, PHP, Java, Reddis, Rabbit MQ can be core to the API deliveries

Data communication format using JSON or XML with REST-Ful method NGINX, Load Balancers act as the front facing application to handle requests.

Hardware:

Virtualized & scalable cloud based application servers acting as the front- end serving requests

Database & application data handled by dedicated database & file system servers C. Billing & Management Portal

This is the core platform (304) which maintains the functionality to facilitate authentication of users (from the loyalty plan), allow for point accrual, redemption and other functions typical to loyalty along with reporting and service

management.

Software Technologies

The portal and backend administration panel run on PHP while some of the backend processes run on various high-speed queuing platforms and multithreaded capable platforms, i.e. Java, Node.js, RabbitMQ, etc

Hardware

Since this is the core portal where the database and records management, account management, transaction management, and the like are implemented, this typically requires a large dedicated or scalable computing power along with large memory installed.

D. Customer Portal

Customers are able to see their previous loyalty transactions, reports, manage their account and connect all of their supported loyalty memberships into the system. This is a function added to the Management Portal (C), effectively allowing the user access to those functions, where appropriate.

E. Publishers Portal

Each publisher is given access to their own account management portal where they can manage their API accessibilities, account and support management, along with access to all of the resources and documentations needed. F. Loyalty Provider Interface

Knowing the fact that each loyalty provider is running on its own platform, the system creates a seamless interface to connect with each provider through some of the most common previously considered methods and is adaptable to multiple communications methods (SOAP, XML, Plugins, REST, etc)

G. Big Data Analytics (not shown in Figure 3) By analyzing the data of the users' spending behaviours, demography, account activities and others, the system can be optimized according to such factors and inform the publishers on how to fully optimize their offerings and strategies to further optimize the sale of virtual goods. Software Technologies

On any SDKs or Plugins developed, install tracking scripts to track the behaviour and usage of the users

Crunching the database and numbers may be done on a separate application running solely to go through the entire database

· Combination of PHP, Shell, Java and Perl used to run the backend process in the analytical perspective

Figure 4 shows the key building blocks of the application, according to an embodiment, where the main communication layer is the API Layer. This illustrates the interactivity between the various functions outlined above regarding the platform engine. The API layer 410 communicates with most major components of the platform, such as the external platform APIs (406) and game or app platform SDKs (408), the merchant management portal (404), the billing, reconciliation and reporting module (414), and the file and data storage management module (416). The customer profile portal (402) communicates with the big data analysis module (412), thereby providing the customer data, and with the billing module 414. The big data analysis module communicates with the billing/reporting module 414 to provide analysis, and the storage module (416). The billing/reporting module reports to the merchant (404) and customer (402) portals, and is also linked to the storage module 416.

2. Price Bidding Layer

Figure 5 is a flow chart illustrating steps of a points redemption flow, according to an embodiment. The goal here is the building of an intelligent system that can be based on the context of the game player (day/night, how long they have been playing, customer profile) and can intelligently determine the most optimal "pricing" for the virtual good purchased in the application.

That is to say, if in a game a Gem costs 1 dollar if bought with cash, then in the system, rather than paying 1 dollar, the customer can pay 10 Air Miles. What the pricing layer will do is optimize the number of Air Miles based on context, so that one customer can see the same good charged at 1 1 Air Miles.

A typical points redemption flow (500), as illustrated in Figure 5, may proceed as follows. The parties illustrated are the user or customer, the application (here a game) being accessed by the customer, the conversion or pricing management layer, here denoted "Media Loyal", and the loyalty provider.

At the first stage 502, the customer's existing or extant loyalty point/asset balance is known, and the loyalty provider maintains the account for the customer. At the next stage 504, when the customer accesses the game, the game may offer or provide an in-game or in-app good or service. At the next stage 506, the price management layer sets a "price" in loyalty points for the good the customer is attempting to obtain. This point "A" is therefore where the "price" or number of loyalty points is determined and optimized. Next (508) the customer redemption is made; the customer notes the price and authorises payment. Then (510) the pricing layer decreases the loyalty points now available to the customer in-app, and the loyalty provider decreases the same amount of points in the customer's account, so that the two are reconciled. The good or service is then awarded by the game to the customer (512), and the customer obtains the good (514).

The system may be considered an optimization for pricing of loyalty points from established loyalty partners for the "sale" of virtual goods" or more simply an Automated Revenue Management system in loyalty points for interactive media, such as mobile games.

There are several factors which could impact the purchase intent and execution of a sale. A mathematical model is developed to find:

· Types of customers (set a default customer class for a new customer)

Study past history parameters of the customers.

According to the type of customer and past history parameters of the customer, a conclusion will be made. For example, in one embodiment, these factors might break up in to: Qualifiers, Desire/ Context Markers, and Customer Indicators

Qualifiers: this class of factor is a go/no go indicator where if it is not present then usually no sale can take place

Customer Indicators: This class of factor is a proxy to find the "type" of customer and characteristics about that customer

Past history (or Desire/Context) markers: This class of factors represents the influencers or markers of a customer's likelihood to purchase The technology presented identifies customers and then marries a customer type with an average purchase price that is raised and lowered to maximize the number of purchases. Qualifiers

Amount in the account (AnA)

If the amount saved is less than the price then a purchase is not possible. If the price is lowered where AnA = P then a sale is possible

The mobile screen has visibility on what can be purchased

If there is no item to purchase then no sale is possible

Customer Indicators

Historical rate of earn (RoE) in the account: this is the rate over a set time period that the customer earns money

· Rate of Spend (RoS): this is the rate, over a set period of time, that the customer typically spends

This implies four different customer possibilities:

Past History Parameters :

Time Spent: This parameter determines the time spent by the customer since his/her first usage of the app Last usage of app (Exact time/Date): This parameter helps in

understanding the behaviour of the customer. If the class of last usage of app is recent, it indicates that the customer is likely to buy credits for the game.

Past Purchase: This refers to the transaction history of the user

At which price points did they purchase virtual goods in the past (and at which did they not purchase)? Desire/Context Markers:

Time the in-game store shelf (ToG) is viewed: indicates how many times the user has thought about purchase (or not to purchase a particular virtual good)

Hours of play in the game: indicates "commitment" to the game and how much the user is "invested" in the game

· Duration of play: the average time a typical user spends within a game. The lower the time spent, the more likely the user is frustrated (and more likely to purchase) or bored of the game (also likely to increase purchase if another level was provided) or dissatisfied with the game.

Progress in the game: how far the user is in the game timeline/progression · Time of day: people might be more likely to purchase at different hours in the game

Other similar factors to the above can be used; any information that can characterise the user is potentially useful to optimize the transaction process.

The system turns the above into a mathematical equation to correctly "price" the virtual good in loyalty point so as to increase the likelihood of purchase.

This is accomplished by first setting bounds on what is determined to be "High" and "Low" for RoE and RoS. It is assumed that this will vary by loyalty

programme and will be determined through looking at the distribution of RoE and RoS across a sample customer base and determining a segmentation point at which customer groups can be split (for example if the distribution follows a "normal distribution" then the segmentation could be 1 standard deviation, or if the distribution is "Beta Distribution" then the segmentation will be taken between the two limits/peaks)

Once these bounds are set a similar classification is done, for example, for "time spent' and "last usage of the app".

With these classifications in hand all customers are segmented to fall in to the various permutations of the classifications above where then a function containing price or value is maximized.. An example is set forth below:

where finding "X" gives the appropriate factor to apply for the user. The "price" may also be a value for the good or service, and the maximisation may alternatively be made for number of purchases rather than total revenue.

For example, a distribution of users may be split into twenty buckets, each having a maximal price point determined on the basis of a (each) given factor. One optimisation can run a series of calibrations on this data at different price points for the good or service, in order to generate an optimum price point for a given user, or an optimum price curve for the data set. The data sets and optimisation factors can be updated as often as necessary. For example, if a user's behaviour changes, their position in the distributions for various factors will change, and therefore the optimisation may be altered to suit the change.

It should also be noted that transactions of this type have the additional potential advantages that no money is transacted between the customer and game developer (just points/assets), and no "sale" takes place, rather points are redeemed. This may allow revenue and/or tax amelioration in certain

jurisdictions.

Figure 6 illustrates the basic high-level network architecture of how the infrastructure runs. Main sections are: 1 . Network (600) - this provides connections and communications links between the components shown.

Internet connection firewall and/or DNS (602) is designed on redundancy fail-over state protocols, depending on the system provider which may be used,

1. e. Amazon AWS already provides this feature.

· Load Balancers (604), to split the load among instances and servers. For example, Amazon AWS provides this feature.

2. API Servers Farm (608)

API Servers running virtualized instances to handle requests coming in and response.

Servers are typically scalable and capable to handle peak transactions by deploying more instances whenever needed.

Either dedicated boxes or use cloud provider such as Amazon AWS.

Application Servers Farm (606) These are the servers that run the merchant-end portal or external facing applications

Can be run on dedicated boxes or virtualized instances 4. Business Intelligence Servers Farm (610), including for example reporting, analytics, billing and account servers.

These are the core application servers running the calculation and database management

Typically require large computing power and memory

· Can be run on high grade dedicated boxes or scalable virtualized instances

5. File & Database Farm/Layer (612)

Applications' files shared & stored mostly on a single file system within the network.

Database server running on a master-slave replication model

Typically requires large memory servers capable of handling high transactional MyQL queries

6. Backups (614)

If the system uses cloud based solutions then it will be possible to do snapshot backups for all of the instances and store these on an offsite backup location. Figure 7 is a screen shot (702) of an application on a portable user device according to an embodiment of the invention. In the screenshot, the user is playing a game mode having a "classic mode" and a "speed mode" (704). The speed mode is an accessible good in-game, which can be obtained by the user for consideration. The system of embodiments of the invention therefore offers access to this good by redemption of the user's existing loyalty points. On selection of the speed mode good, a dialog (706) is returned offering the user a selection between loyalty accounts, and a price in loyalty points for the good to be obtained. This price has been calculated by the system based on the factors described above. On confirmation of the account to be used, the user is requested to provide authentication (708). On provision of authentication, the points are deducted from the account, and the good is provided - dialog 710 confirms redemption and obtaining of the good (speed mode) and a remaining points balance for the account.

Referring to Figure 8, certain of the above embodiments of the invention may be conveniently realized as a computer system (such as a server or portable user device) suitably programmed with instructions for carrying out the steps of the methods according to the invention. The computing device or system may include software and/or hardware for providing functionality and features described herein.

The computing device or system may include one or more of logic arrays, memories, analogue circuits, digital circuits, software, firmware and processors. The hardware and firmware components of the device/system may include various specialized units, circuits, software and interfaces for providing the functionality and features described herein. For example, a central processing unit 804 is able to implement such steps as identifying a user for the portable user device, obtaining a record of extant loyalty assets for the identified user, determining an in-application enhancement transaction obtainable by a user interaction with the portable user device application, and using extant loyalty assets of the identified user to carry out the enhancement transaction. The processor 804 may be or include one or more microprocessors, application specific integrated circuits (ASICs), programmable logic devices (PLDs) and programmable logic arrays (PLAs). Data can be received by port or interface 805 which could be a reader for portable data storage media (e.g. CD-ROM); a direct link with apparatus or a connection to a network. For example, in embodiments of the invention the connection may be to a networked portable user device, with which a user interacts. The port/interface may interface the processor 804 to peripherals (not shown) such as displays, keyboards and USB devices.

Software applications loaded on memory 806 are executed to process the data in random access memory 807. The memories 806 and/or 807 may be or include RAM, ROM, DRAM, SRAM and MRAM, and may include firmware, such as static data or fixed instructions, BIOS, system functions, configuration data, and other routines used during the operation of the computing device and/or processor.

The memory also provides a storage area for data and instructions associated with applications and data handled by the processor. The storage provides nonvolatile, bulk or long term storage of data or instructions in the computing device or system. The storage may take the form of a disk, tape, CD, DVD, or other reasonably high capacity addressable or serial storage medium. Multiple storage devices may be provided or available to the computing device/system. Some of these storage devices may be external, such as network storage or cloud-based storage.

A Man - Machine interface 808 typically includes a keyboard/mouse/screen combination (which allows user input such as initiation of applications) and a screen on which the results of executing the applications are displayed. In embodiments of the invention, the RAM 807, memory 806 and processor 804 may be housed in server or server system, with connections to a portable user device via the data port 805, or via the MMI 808 which may be housed in the portable user device. The port and/or MMI may be networked and/or connected to the server by a telecommunications connection. It will be appreciated by those skilled in the art that the invention has been described by way of example only, and that a variety of alternative approaches may be adopted without departing from the scope of the invention, as defined by the appended claims.

Claims

1. A method of facilitating a user interaction in a portable user device application, comprising:

identifying a user for the portable user device;

determining an in-application enhancement transaction obtainable by a user interaction with the portable user device application;

obtaining a record of extant loyalty assets for the identified user; and

using extant loyalty assets of the identified user to carry out the enhancement transaction.

2. A method according to Claim 1 , wherein the step of using extant loyalty assets of the identified user comprises determining an amount of the loyalty assets required to carry out the enhancement transaction; and debiting the amount from the record of extant loyalty assets for the identified user.

3. A method according to Claim 1 or Claim 2, wherein the extant loyalty assets for the identified user are associated with a first service provider, and wherein the portable user device application is associated with a second service provider.

4. A method according to any preceding claim, wherein the steps of identifying the user, obtaining the record, determining the in-application enhancement transaction and using the assets to carry out the

transaction, are conducted substantially in real time.

5. A method according to Claim 4, wherein the record of extant loyalty assets is maintained on a server, wherein the step of obtaining the record is carried out by the user device, and wherein the step of obtaining the record comprises periodically obtaining the record during user use of the portable user device application.

6. A method according to any preceding claim, wherein the amount of loyalty assets required to obtain the media item is variable, and wherein the step of using the extant loyalty assets of the identified user comprises determining for the identified user the amount of loyalty assets required to carry out the enhancement transaction.

7. A method according to Claim 6, wherein the step of determining for the identified user the amount of loyalty assets required comprises:

obtaining information characterising the user; and

using the user characterisation information to determine the amount of loyalty assets required to carry out the enhancement transaction.

8. A computer server-implemented method of facilitating a user interaction in a portable user device application, comprising:

using a computing device: identifying a user for the portable user device;

determining an in-application enhancement transaction unlockable by a user interaction with the portable user device application;

obtaining a record of extant loyalty assets for the identified user; and

using an extant loyalty asset of the user to transform the

enhancement transaction from a locked state to an unlocked state for the user.

9. A computer server-implemented method of facilitating a user interaction in a portable user device application, comprising:

using a computing device: identifying a user for the portable user device; determining for the given portable user device an in-application enhancement transaction obtainable by a user interaction with the portable user device application, which interaction operable to transition the given portable user device from a state in which the application transaction is inaccessible, to a state in which the application transaction is accessible; obtaining a record of extant loyalty assets for the identified user; and

using a user extant loyalty asset from the record to enable the interaction transitioning the device from the inaccessible state to the accessible state.

10. A server system comprising:

a memory;

a communications interface configured to communicate with portable user devices; and

a processor module,

the system configured to:

identify a user for the portable user device;

obtain from the memory a record of extant loyalty assets for the identified user;

by the processor module, determine an in-application enhancement transaction obtainable by a user interaction with the portable user device application; and use extant loyalty assets of the identified user to carry out the enhancement transaction.

1 1 . A server system comprising:

a memory;

a processor module coupled to the memory and the

communications interface, the system configured to:

on receipt from the communications interface of information identifying a user of a given portable user device, retrieve from the memory a data record corresponding to the identified user;

obtain from the data record a record of extant loyalty assets for the identified user; and

by the processor module:

identify an in-application enhancement transaction for the given portable user device obtainable by a user interaction with the portable user device application; and

communicate information from the extant loyalty assets record of the identified user, enabling the user interaction for obtaining the enhancement transaction, to the given portable user device.

12. A method for a portable user device of facilitating a method of Claim 1 , the method comprising:

identifying a user for the portable user device;

obtaining from a server system a record of extant loyalty assets for the identified user; and

communicating with the server system to use extant loyalty assets of the identified user to carry out the enhancement transaction.

13. A portable user device for use with the server system of Claim 10 or Claim 1 1 , comprising:

a memory;

a communications interface configured to communicate with the server system;

a user interface; and a processor module coupled to the memory, the communications interface, and the user interface,

the portable user device configured to:

receive from the communications interface via the server system a record of extant loyalty assets for an identified user of the user portable device; and

by the processor module:

use the record of extant loyalty assets for the user to enable the user interaction for obtaining the enhancement transaction.

14. A device according to Claim 13, wherein the user interaction with the portable user device application is operable to transition the given portable user device from a state in which the application transaction is inaccessible, to a state in which the application transaction is accessible, and wherein the use of the record of user extant loyalty assets enables the interaction, transitioning the device from the inaccessible state to the accessible state.

15. A method of facilitating a user interaction with an electronically user-accessible medium, comprising:

identifying a user for the user interaction;

obtaining a record of loyalty assets for the identified user;

determining a media item of the user-accessible medium obtainable using loyalty assets of a user, wherein the amount of loyalty assets required to obtain the media item is variable; and

determining for the identified user the amount of loyalty assets required to obtain the media item.

16. A method according to Claim 15, wherein the step of determining for the user the amount of loyalty assets required comprises:

obtaining information characterising the user; and

using the user characterisation information to determine the amount of loyalty assets required to obtain the media item.

17. A method according to Claim 15 or Claim 16, wherein the step of obtaining information characterising the user comprises obtaining demographic and/or past activity information for the user.

18. A method according to Claim 17, wherein the information

characterising the user comprises a position for the user on a distribution of users by loyalty asset transaction rate.

19. A method according to Claim 17 or Claim 18, wherein the information characterising the user comprises usage information for the user for the user-accessible medium.

20. A method according to any of the Claims 16 to 19, wherein the step of using the user characterisation information comprises maximizing a pricing function for the user, to establish a maximal price point for the user based on the user characterisation information.

21 . A server system comprising:

a memory;

a processor module coupled to the memory and the

communications interface,

the system configured to: on receipt from the communications interface of information identifying a user of a given user-accessible medium, retrieve from the memory a data record corresponding to the identified user;

obtain from the data record a record of extant loyalty assets for the identified user;

by the processor module:

determine a media item of the user-accessible medium obtainable using loyalty assets of a user, wherein the amount of loyalty assets required to obtain the media item is variable;

obtain from the data record from the memory information characterising the user;

use the user characterisation information to determine the amount of loyalty assets required to obtain the media item; and

by the communications interface, communicate the required amount of loyalty assets to a device hosting the user-accessible medium.

22. A computer program application comprising computer program code adapted, when loaded into or run on a computer or processor, to cause the computer or processor to become a system, or to carry out a method, according to any preceding claim.