Genieomics Technology Profile
Genieomics' technology enables the delivery of well-constructed audio cues and messages to the holder of a pocket-appliance sized device. The receiver of this audio queue can request a variety of message types based on their location, their need, and other circumstances. The media delivery service tracks all the utilization details for later analysis. This generic description of Genieomics technology allows for specific applications in retail sales, education, entertainment, and performance support.

The Genieomics technology begins in a custom-designed handheld device unlike anything else on the marketplace. It combines computer intelligence, audio delivery technology, barcode data entry, and wireless networking technology to support these unique applications. Once activated, the handheld device uses a scanned barcode to "request" an audio file from the media server. The response to that request is a relevant audio-based sales pitch, description, explanation or assistance message spoken discreetly into the ear of the end-user. The message can be played back for repetition, slowed down, sped up, and the volume can be controlled for the end users' convenience.

There are several advantages to this approach over display-based systems.
Portability
The message is delivered to the end user at whatever location is convenient. Fixed-display-based systems cannot possibly be configured for the kind of coverage necessary. Alternative designs that include handheld display units also have less of an impact because of practical limits on display size, as well as power concerns (battery life), and survivability of the unit.
Hands-Free and Heads-Up Operation
Handheld units that display information visually are also impractical because they force an "attention competition" with the product's packaging, displays, and instructions. In other situations they force the end user to hold and orient the display for legibility. In a group environment, they obstruct the social interaction among participants; each of these obstacles reduces the overall experience and negatively affects the end user's perception of the device.
Cost
Although the handheld video unit's cost is low relative to the implementation of the system as a whole, customers will be sensitive to the cost of these units if they are dropped, stolen, or damaged by the customers. Using an audio-based handheld device will allow Genieomics to provide a solution with a reasonable cost - allowing the retailer to deploy the units to customers without invasive registration techniques as seen in competing systems.
Effectiveness
It is a widely known fact among psychology and advertising experts that well-constructed audio messages sent to a captive audience will be better retained in memory than many visual equivalents, especially when combined with appropriate repetition techniques. This is the basis for the high valuation of radio advertising. Comparable influence over the shopper would require tremendous efforts and costs using multimedia techniques.
Physically, the handheld device is the approximate size and shape of the average "candy bar" format cellphone (4"H x 3"W x .75"D). The device is designed to withstand a 12-foot drop to concrete, operate for 4 hours without requiring a recharge, and use an internal Lithium-Ion battery for maximum power retention and minimum maintenance effort. It connects to a general purpose low-power bar code wand or fingertip barcode appendage for scanning all label formats. The audio output wire leads to a monaural headphone, which is worn near the ear of the end user, minimizing contact and radiation. More details about the handheld device will be presented here as the packaging design evolves.

The handheld devices connect to a central store-based server over a newly-installed wireless Ethernet network (IEEE 802.11g specification). Inexpensive wireless repeaters are placed around the floor, each one covering approximately 10,000 square feet, depending on the store's layout. The repeaters are cable-connected to a central closet where the GNX Media and GNX Application server are kept. The message delivery and requests travel over the wireless network at approximately 10 Mb per second, facilitating the transfer of an introductory message in less than 3 seconds. The network will not transmit any significant signal outside of the store, and does not require any special licensing.

Since the cognitive perception of that wait is long, there will be a short confirmation message stored on the handheld device that plays during latency. This design can easily accommodate 50 simultaneous devices in use within the store. Additional devices can be tested in the store, but if the retailer elects to deploy over 50 handheld devices, the servers are designed to scale proportionately.

The wireless network terminates at a high-speed switch adjacent to the GNX servers. The request is received by an application service that looks up the information in a relational database. The result of that database query is a digital audio file that may contain a combination of prepared messages ("Welcome to the store...") and a dynamically assembled message (for example, pricing information or directions).

While the application is responding to end users' requests with audio files, the system is also tracking a complete set of statistics including the device ID, time of day, utilization patterns, coupons, and played media. These statistics are kept in a local database for reporting. The application's reports will answer critical questions, such as:

Combined with other statistics gathered from the store's point of sale system, the GNX platform can provide answers to deeper questions: Statistics from the GNX Application Server can also be combined for two-way, live exchanges of data regarding inventory, promotions and sales, and links with the retail company's data warehouse for more comprehensive reporting.

All of the applications are written in the Java language (Sun Java 1.2) for maximum portability, performance, and maintainability. The relational database manager is Sun Microsystems' MySQL. System designs are documented in the Unified Modeling Language for architectural integrity. All software is managed in the system development life cycle to include comprehensive analysis, design, coding, testing and deployment for maximum reliability.

For application developers who wish to design new and innovative ways of using the Genieomics enabling technology, a developer's toolkit will be made available along with published standards and documentation. Independent value-added developers will be encouraged to collaborate with Genieomics developers and resellers in a partnership arrangement.