NextStage received notification late in March ’08 that we were getting the first of many patents on what we call Evolution Technology. You can read our IP attorney’s comments at NextStage Receives First Patent.
I shared the news at the end of my This is Your Brain, This is Your Brain on the Internet presentation during the Emetrics Toronto Summit last week. This post encapsulates the portions of that presentation relevant to NextStage’s Evolution Technology and the patent. I’ll summarize the highlights with the following quotes from our IP guru:
- “…like nothing that has ever been made.”
- “Joseph’s technology allows a programmable device to determine how a person is thinking”
- “…nothing out there was close to what he was doing.”
- “NextStage Evolution corners the market on this technology for years to come.”
- “… Evolution Technology determines how a person is thinking.”
- “…protect all of NextStage Evolution’s commercial enterprise as the behavioral analytics market blossoms.”
What’s a “programmable device”?
Take a look around wherever you are right now and count the number of things that are programmable, either by you or someone else. Right now as I sit in my office I count the stereo (CD changer, radio, etc.), the phones, the answering system, the computers, the printers, the HVAC system, the lighting, the fax…, I have a boxing dummy in my office that I exercise with and it’s programmable depending on how much of a workout I want. A quick glance and I came up with ten things. Web sites are programmable. So’s my cellphone.
What about my home? My tv is programmable. So are my recording devices (DVR, VCR, mpg player, etc.). For that matter, so is my microwave, my oven, the HVAC in my home… Heck, even my bed is programmable (sleep number). The stereo in the headboard. Almost forgot that. Some friends of ours have programmable stoves and refrigerators. We don’t but they do. We do have programmable lighting in several rooms, though.
I forgot about getting from my office to my home. My car has several programmable features. My business travels are usually in planes. Lots of programmable features in those, you know.
What if I stop at the mall on my way home to pick up something, maybe a gift? Mall and store kiosks, instore help terminals are programmable, too.
Okay. Just about everything is a programmable device in today’s world and there will be more of programmable devices as time goes on.
What about “how a person is thinking”?
Right now, as you’re reading this, you’re thinking. The fact is people can not not think. It may be conscious, it may be non-conscious. It might be day-dreaming. Your thoughts can be focused on a problem or just wondering about dinner. Making plans or remembering past times. Everybody thinks.
The even more interesting thing is that most people aren’t aware of everything going on in their heads at any given time. That “going on in their heads” is significant because that’s the “how a person is thinking” part of NextStage’s patent. So let’s consider the obvious application; how a visitor is thinking when they’re navigating a web site (and my thanks to René Dechamps who said I needed to start showing graphs or no one would believe me).
For example, NextStage’s technology can — without asking any questions, without polling other internet databases, without dropping cookies, without resorting to panels, without asking visitors to fill out forms or add extra software or appliances to their computers or browsers — determine if visitors are loyal to your site or if they’re merely returning to your site until they find something better (and how long until they defect regardless of finding something better or not).
(our charts are very simple, we think. Red/Black — as in your checkbook so in NextStage. You always want to be in the black. Red/Yellow/Green — like driving. Red is danger, yellow is caution, green is good to go)
Likewise, NextStage’s technology can determine if visitors are having a good experience on your site while they’re browsing your site. Again, no asking of questions, no filling out of forms, no interrupting their browsing session or their purchasing of your goods and services.