Robert Fish – IP Attorney, Professor, Author, Irvine, CA
As an advisor to a local company in this space, my firm has researched & uncovered some key insights for those players looking to play in this space.
A new way of advertising has arrived in the market in where an ordinary person generates ads using a mobile device. In its most basic form, a person takes a photo, selects a relevant filter/frame, shares with friends, and a brand gets exposure.
Samsung withdrawn patent from 2002 (Lee WO03062917), opened the door for anyone to generically offer “geo-branded photos from a mobile device”. At first glance this is good news for those wanting to enter this marketplace. However, several players have filed patents with high value claims to compliment this core functionality.
HIGH VALUE CLAIMS
There are several issued patents or pending patent applications that contain high value innovations for this new advertising space. Once the dust settles, those owning the claims will be in the best position to do the following with geo-branded photos:
- Share The Photos With Friends;
- Associating Different Brands With Different Locations;
- Advertisers Pay To Display;
- Provide Event Galleries; and
- Reward Users For Sharing The PhotosRELEVANT PATENTS:
The most important issued or pending claims that will create barriers to entry for others:
• • • • • •
- Teaneck – US8554627, priority to 11/11/2010
- Mobli – US 9459778, priority to 7/12/2011
- Wright – US2013/0346171, priority to 6/24/2012
- Mobilize – US61/766343, priority to 2/19/2013
- Investel – CA2887596C, priority to 1/03/2014
- Snap – US 9113301, priority to 6/13/2014
Companies should do their homework before developing capabilities to enter this space.