Apple Tries To Patent A Way to Avoid Long Lines
Erick Schonfeld
57 comments »
Already, people who own an iPhone belong to a certain club. But what if that club came with fringe benefits, like being able to avoid long lines at Starbucks and other stores? A recent patent application by Apple hints at a killer future feature that would let iPhone owners bypass long lines by placing orders at coffee shops and other retail outlets right from their phone. They would then be alerted via their mobile device when their order is ready. Apple’s head of hardware engineering Anthony Fadell is listed as the inventor. He states the problem Apple is trying to solve in the application:
Using a cell phone or other such device to remotely enter into a commercial transaction (such as food or drink ordering) is widespread and well understood. However, in order to initiate such a remote transaction using a cell phone, a user must be aware that a merchant of interest is nearby, must be aware of a list of available items for purchase by the merchant, must be aware of a price for each item, etc. Even in those cases where all the relevant knowledge is available and known, the user must then pay for the services or goods purchases. In some cases, the user must use a credit or debit card by repeating very sensitive information in a voice loud enough to be heard and understood over the phone, or enter the information manually if speaking is not an option. In some cases, if the merchant does not accept the particular payment method, the customer must pay using cash thereby eliminating most, if not all, of the perceived efficiencies of remotely ordering using the cell phone, PDA, media player, etc.
In any case, once the transaction is entered into, the customer order is then queued up in, typically, a first in first out order without distinguishing if the order was placed locally or remotely. In this way, a remote purchaser has only an approximate idea of a time to actually retrieve the order. This can result in an annoying wait in a long queue if the purchaser arrives before completion of the order. In the case of a food and/or drink purchase, a hot drink such as coffee is picked up in a tepid state if the purchaser arrives substantially after the ordered hot drink is ready for pickup.
Therefore, there is a need for improved approaches to process a remote order.
As frivolous as this may seem, what this points to is a larger opportunity for mobile devices to automate commerce in physical stores by connecting the consumer directly with a store’s order-processing system. If Apple is serious about this, it should consider implementing the service in its own Apple stores, where long lines are becoming increasingly common (see photo above).
Note that this is only a patent application. The patent may never be granted, and the idea here may never see the light of day—in an iPhone or any other Apple product. But mobile e-commerce will move in this direction one way or another, combining the convenience of online ordering with the immediacy of physical stores. What the patent application is silent on other than in vague terms is how such transactions will be paid for. Your iPhone or other mobile device would act not only as a mobile ordering system, but also as a mobile wallet.
Here I am speculating, but it could be tied to an existing credit card, your cell phone account, or a separate Apple account. Whoever controls that account, of course, would be in a position to collect any associated merchant transaction fees. Or Apple could waive such fees as an incentive for merchants to sign up for any such future service, since widespread adoption would make its iPhones and other mobile devices that much more desirable.
(Via Brian Caulfield at Forbes.com. Photo by Fleur-Design.)
Something along these lines have been implemented in some cell phone providers in various asian countries for a while now…
It’s a cool idea, but if they get this patent, it’s absolutely ridiculous. It’s like someone patenting the idea of an online forum, retarded!
Sooner or later every mobile network operator will become a credit card company too. Think about NFC opportunities and localization! This is just the logical step and unlocks new revenue sources in a business with declining fees and where everything goes towards flat-rate pricing.
I agree with Gavin, it’s just ridiculous that it’s possible to get a patent on the most simple things like the ‘Buy it now’ button on eBay’.
The US should adopt the European system.
Brilliant idea in theory (minus the patent aspect)! However, like so many “technology innovations” its application seems to be awfully narrow. I get the Starbucks application — though how many non-iPhone customers will Starbucks piss off as their lattes are delayed by bands of high-tech coffee pirates? This concept has zero application to the retail world or any complex service like ordering a Wendy’s triple, double cheese, hold the lettuce, side salad with fat free vinegarette and a Diet Coke, no ice. Is technology really the solution to everything?
Apple has the infrastructure that services their Symbol wireless terminals for their in-store associates. This is already an improvement over other POS systems. For you youngn’s that does not mean Piece of Sh-t, that means Point of Sale.
I think there are already a number of mobile commerce enabling platforms for getting the gateway data from mobiles to the order entry and delivery systems, Like Magento, for Open Source, and other, proprietary solutions. Some stores have order on-line and pickup at store - short jump to notification on you phone.
Finally, there are stores, like Staples and Walmart, and Walgreens, that participate in a Web service that exposes inventory publicly, with no fancy footwork. Mobile enabling that is no big.
These public inventory API’s were designed so FEMA could instantly determine stocks of consumables, like batteries for two-way radios, etc. Let me look for the link here….(Hum a tune):
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It would seem that adding a checkbox at the check out screen of any eCommerce site that says ‘Standing inline’ would accomplish the same thing or am I missing something?
The Washington State License Branches have prior art. If you buy your license tabs over the internet, you can pick them up in the fast line.
WTL — the killer app is probably being able to enter your order correctly, using your phone, while you are standing in the long line.
Depending on when Apple filed this application it may be that prior art exists. Look at http://www.gomobo.com/ . However, the excerpt of the application posted here only poses the problem; it’s likely that Apple’s solution will be markedly different then existing attempts.
- Mike
Just like faxing orders before we go pickup stuff, this can be done easily, but is not worth a patent. Ideas like this should not be patented, Apple is trying to become like Microsoft after the iPhone, they are trying to make money by various means.
Here’s another - check out http://www.qless.com. Though, I don’t think they have product pre-ordering yet.
I agree with Mike Kayton on the gomobo.com. They have been around for a little bit now.
Other than the silly attempt to patent it (the wording of the thing is parody), this isn’t anything that new. As keykoo mentioned, similar systems have been around in Japan for a while.
No way in hell is this ever going to happen. With few exceptions, companies want you to wait in long lines, or in the case of Walmart, move everuthing around every other fiscal quarter to break your routine.
Places like Starbucks make a fortune selling “space” around the register with the assumption you have to stand there ( with your money in your hand ) and wait. Ever notice there are 100 copies of the latest Enya CD available, but it a 12 minute wait for a cup of black coffee?
Walmart knows that after a while, you begin to memorize where everything is in the store, and go right to it, ignoring all the in store advertising and low performing products that have been given priority shelf placement. So every few months the move all the products to new isles. Now you have to hunt for all your stuff again, and maybe give.
Remember the Java “rings”? They were supposed to preload my frequent orders ( Number one with a Coke at McDonald’s ) and then transmit them at the point of purchase. Funny thing is the marketing departments freaked at the idea of us consumers never “upgrading” or trying something new and the Java rings were never put into place.
Apple’s iPhone version of the Java ring will meet the same fate - retailers will never, ever give the consumer a hassle free experience, there is no money in doing so.
Given the current litigious conditions surrounding IP, it makes sense for them to file this patent application and many other frivolous ones.
If granted, great, if not, then they’ve tried and establish a record of applying for it and getting denied. A $10-15K patent application sure beats responding to IP infringement claims down the road.
If only a Starbuck’s barista could get my order correct, I’d be ecstatic. How hard is a grande American, four shots, plenty of room? Too much ballyhoo about saving a few seconds or minutes here or there. Exxon/Mobile’s Speedpass, for example. Yippy skippy whatever. I’ll pass on the five seconds it’ll save me from having to remove my credit card from my wallet and swipe it.
Yes, there would be an advantage to being able to go directly to an open seat - a coveted window seat perhaps - while all the rest of us schmucks have to queue up. You could punch in your iPhone order and saunter about, knowing you’ll avoid becoming the next caboose in the train at the cashier station. Questions: will there be a dedicated iBarista to fill the iOrders? Will it help the overall experience at Starbucks or other businesses? Will iPhone orders bump out regular ‘foot traffic’ orders? Will there be iOrder envy skirmishes?
All kidding partly aside, I’m much more concerned about the non-digital side of business. If I’m greeted by a smiling cashier (big bonus for witty banter) … get a hot, fresh, CORRECTLY MADE cup of my favorite espresso drink … and can enjoy tables and sweetener/creamer stations that have been cleaned recently (don’t even start me on bathrooms) …. then I’m a happy, passionate consumer. Waiting in line for two minutes … not a big deal.
It’ll be fun to watch the iPhone crowd, packed at the barista pickup counter, trying to explain how the drink was incorrectly made … or was there a software mistake … or did they accidently hit the order button while walking by Starbucks but didn’t really want to go in …
Oh, it’ll be granted.
If they’re granting idiotic patents on “Blurbs” (yes…the blurb that has been around forever in the publishing industry — you know, the endorsements/summaries that grace the back of every paperback book since the 1950’s — has only just been patented).
Why the patent? I am witness on how far ahead the EMEA (that’s Europe for those of you that are Corporate-challenged) market is in this concept. You can step up to a vending machine, select a beverage and use your cell phone to pay. It get charged on your cell phone bill. Ordering ahead of time has been available for years. I can order Papa John’s from their website, or my mobile device.
Apple will not get a patent on this. And the lines will still be long. We are Americans, we love long lines. That is what we’re made off. Long lines to buy menial stuff at exhorbitant prices.
Go Free market!!!
How about an application that allows you to pull up a room service menu and order dinner when in the hotel? Need some more towels out by the pool? What if you want to get another round of shots for the guys and gals at your table? Ready to pay? Click here! With the continually delayed MS Surface not showing up anytime soon, this could bridge the gap.
Not something that should be patented and locked down on one phone and one network to be sure. Cool ideas that could help enhance your visit, without replacing your current experience.
I just posted something along these lines today on AndroidGuys before being tipped off to your article here.
Like almost everything Apple does these days, I’m guessing that their plan is to somehow interface with the itunes music store in some way. They already have your credit card info (or a stored quantity from an activated gift card.) This is another good extension of that information, even if it makes the name ‘itunes’ even more irrelevant.
This is stupid. This kind of stuff is already happening in Japan, in 7-11’s no less.
Look up micropayments and Japan. Also, people are paying for service by text message in Africa. That’s right. SMS = money.
Please, these ideas have “prior art” stamped all over them. Then again, if you can bribe the right patent clerk…but I digress.
This would be helpfull to avoid the Starbucks lines
However what would the other costumers in the line say when I cut the whole line?
Apple is too late to the game if you ask me. There are several companies that already do this:
http://www.gomobo.com
http://www.campusfood.com
http://www.lunhrtime.com
http://www.ezfon.com
And if you look at the application it seems pretty straight forward and obvious! This means that since it is obvious that it cannot be patentable based on USPTO guidelines that patented idea is “non-obvious” in nature for a utility patent.
This has been done already in the US, and is well established worldwide. It’s not caught on yet, but who the hell does Apple think they are to try to get a patent on it. Its like putting a patent on making cell calls. TOTALLY Ridiculous! Check GoMobo, also Google tried to place a similar patent recently. If this even is considered…let alone approved by the patent office then there are some SERIOUS corruption accusations to be made.
My local McDonalds has done this for a couple years (in the US). You can order from their website as long as you pay with credit card, and your order is placed into the system as soon as your payment is made, so you can avoid the ordering line entirely and just pick up your food when your provided number is called.
A lot of people use it as the lines get very long during the food rush hours. The problem with it was you had to go inside to use it (no drive thru usage), so they now also have an employee go outside with a PDA to take orders from all of the cars that are not up to the order box yet to give them more time to cook custom and larger orders (usually they get a car served every 30 seconds, so if they use the callbox, they would only have 2 minutes to prepare each order)
It also makes sure the workers have food to cook constantly and aren’t waiting for the next order to be taken in the event where a couple of people get really small orders. McDonalds seems to have mastered this process already in places where it is necessary (they don’t use the higher tech stuff during non-peak hours as it provides little to no advantage, although their peak hours seem to keep getting longer)
Obviously Apple thinks it has come up with a unique innovation that differs from the other technologies mentioned in these reply posts. Is it patentable? Guess we’ll find out. I’m curious if anyone is aware of a purchase/ordering system - cell phone software based - that in addition to making a purchase, notifies the cell phone owner with a call/buzz/text message that the order is ready.
My skepticism remains. But I can see this being useful during morning commute and lunch rushes. Minutes are critical when you have a set time, say 30 minutes at work, to zip out, order and eat.
Nothing new here, move along, nothing to see here, move along, …..
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Funny, because this is how I bought my iPhone (sort of). I was standing in a ridiculously long line without a hope of getting one and decided to just call Apple and order it over the phone. I bought it within 5 minutes stepped out of line and walked away. Other people started doing it too. Maybe I should have patented the idea first. Bah!
If they seriously are granted this patent, I have lost all hope in the patent system.
Everyone in their brother that has a mobile phone and stood in line has already thought this up. Plus I think it is use in some European movie theaters and you get to watch a trailer after you order.
Forgot to mention: Apple why are you clogging the overloaded patent system with this ridiculous application? For shame!
In case anybody needs some more prior art, here’s a prototype that has that exact functionality and more. I created this and made it public back in 2000…
http://turntablemedia.com/go.p.....p;ls=intro
This is so typical of some parts of the U.S. in mobile tech who think they are first to invent a wheel.
This has been done before, maybe even as far back as 10 years ago, with SMS, EMS, MMS, and any other mobile messaging technology you can think of.
Just because U.S. retailers and restaurants have not used the technology does not mean it has not been invented before.
Lexus does this with the ls460.
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This is just another example of a bad patent that shouldn’t be granted. It’s sad how businesses use Trademark and Patents to limit valid competition. My WebThere company started this idea 10yrs ago with CDPD PalmIIIs. Thank goodness for the Patent review process. 2008 will be the beginning. Apple shouldn’t be allowed to kill via bad patents.
I can see the line you wait in to order being replaced by the line you wait in to pick up your order. Coffee (if that crap that Starbucks sells can be called that) quality deteriorates rapidly. wonder how that shit will taste after its been sitting on the counter for 5 minutes if you get delayed? I also wonder if this will speed up the process at all? Without adding additional help just to service the phone orders I don’t see how this will speed anything up.
Ran exactly such a system at a music store 5 years using the store account system which people could activate using their mobile phone. Does this mean I can claim all Apple’s patent money?
More prior art: I devised a similar system like this specifically for use in shopping centres (and it worked with all phones not just iPhones) and it was multi-retailer. It won first prize in a UK wide competition run by one of the UKs largest shopping centres - they were looking for a way to make shopping less stressful. They decided not to progress the idea however I retained the IPR and I am free to implement it anywhere myself, so if there’s anyone listening, please get in touch….
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I ordered a foreign Made-For-AdSense Blog while I was waiting in line to post. It was easy, all I had to do was get out my iPhone.
Not sure if this deserves a patent, but I can’t wait for the day I can pay all my business expenses this way. I can then get reimbursed automatically without scanning receipts and filling out forms when I happen to have time (usually when my bank account hits bottom).
If you want to bypass those lines try using your iphone with something that already exists. E-Strategic Solutions provides online take-out ordering for many restaurants and is adding new ones everyday. The company’s strategy already provides an excellent way to utilize the iphone with a browser based online ordering interface as well as any other mobile device or PC with internet capabilities. If you have ever ordered online take-out from Outback Steakhouse you know first hand how ESS’s solutions work. Also, I checked out a few of the sites that supposedly have a solution and some aren’t even in existence anymore. As an account manager for the company I can say that we have solutions that can enable customers to place orders without ever having to pick up a phone and make a call. It is so simple and the creators designed it that way so that anyone can use it. You don’t have to be a tech genius to utilize the system. If you need more information I suggest visiting ESS’s website and trying out our demo at http://www.estrategicsolutions.com or visiting Outback.
Circuit City does this already — unless I’m missing something here? — as I ordered a digital camera a couple of years of ago, paid online and went straight to the counter to pick it up at the store.
So you guys yeah - did I miss something?
Apple have packaged a load of existing technologies with this, but isn’t this true of many patent applications that get granted in the US. As per comments above, this exists in many countries already, and paypal for example have a payment method for use over a mobile (https://www.paypal.com/?cmd=xpt/cps/mobile/MobileOverview-outside).
I guess that they try to patent everything these days, but come on US, you seriously need to sort out your system.
Another way for them to monopolize. This is ridiculous. What if everyone wanting to order something, except you has an iPhone, and you’re the only one on line. This is unlawful.
Even though I’m in the young, techy crowd, I still like the old style system where you pay for something immediately as you buy it.
Also, this patent is so rediculous. For all we know, a few months after the patent is granted (if that ever happens), some random other company will go out and actually market such an idea, then Apple will sue them, yada yada.
Too labor intensive for both the cell phone user and the poor order preparer…then they have to match up order to you when you finally show up…and a payment will have to be made AND verified or you ain’t leaving the premises, bub!…there is so much more to say…but this is a huge flop. Just call the coffee shop, give them your order and put it on your tab or have your credit/debit card on file with them, FOR CRYING OUT LOUD! There will be plenty of cold coffee/food left too long at the checkout spoiled and plenty of irritated customers upset that joe schmoe ordering from his car cut ahead of him in line. Thumbs DOWN to this “application”
Seriously guys, it’s a phone. You can call an in order with it.
The premise of this application is that people are creatures of habit. So consumers can preset their coffee selection - in the case of JeffC (17)(Grande American, 4 shots, extra room). This user preference can be configured on a web-site for future use. The consumer can then hot key that from their iPhone. The challenges in this business are related to what Todd (15) mentions - the challenge in upselling, and JohnnyL (39) mentions (timing).
Apple’s entry into the mobile food ordering space should be a boon for consumers. They will also increase awareness of the technology options that are offered by other competitors in the space.
My company GetQuik (www.GetQuik.com) offers web, mobile (J2ME, WAP), and widget (iGoogle) ordering to restaurants. We expect Apple to greatly accelerate the growth in mobile/web restaurant ordering, and expect this to be a benefit for our company as well.
If your job involves you in this you would know that in Europe and Japan, Hong Kong;they are already doing this. Also, Russia is way out in front as well.
Why? It’s called cash, not credit and most of world is based on this, not a credit card.
Your phone will come with NFC enabled applications that you wave in front of a cheap POS device, enter a pin and get a test message for a receipt. (As well as a web based account for reconcilliation)
We will be QUITE willing to accept licensing fees from all of you including apple for our idea which is already long under unpublished patent pending protection