Ex Parte Fernandes - Page 5



          Appeal No. 2005-0473                                                         
          Application No. 09/514,946                                                   

          advertising is taken as the subscriber which subscribes to and               
          receives the services of the central server (id.).                           
               As a general proposition, in rejecting claims under 35                  
          U.S.C. § 103, the examiner bears the initial burden of presenting            
          a prima facie case of obviousness.  See In re Rijckaert, 9 F.3d              
          1531, 1532, 28 USPQ2d 1955, 1956 (Fed. Cir. 1993) and In re Fine,            
          837 F.2d 1071, 1074, 5 USPQ2d 1596, 1598 (Fed. Cir. 1988).  A                
          prima facie case of obviousness is established when the teachings            
          of the prior art itself would appear to have suggested the                   
          claimed subject matter to one of ordinary skill in the art.  See             
          In re Bell, 991 F.2d 781, 783, 26 USPQ2d 1529, 1531 (Fed. Cir.               
          1993); Uniroyal, Inc. v. Rudkin-Wiley Corp., 837 F.2d 1044, 1051,            
          5 USPQ2d 1434, 1438 (Fed. Cir. 1988); Ashland Oil, Inc. v. Delta             
          Resins & Refractories, Inc., 776 F.2d 281, 293, 227 USPQ 657, 664            
          (Fed. Cir. 1985).  In considering the question of the obviousness            
          of the claimed invention in view of the prior art relied upon,               
          the Examiner is expected to make the factual determination set               
          forth in Graham v. John Deere Co., 383 U.S. 1, 17, 148 USPQ 459,             
          467 (1966), and to provide a reason why one having ordinary skill            
          in the pertinent art would have been led to modify the prior art             
          or to combine prior art references to arrive at the claimed                  
          invention.  See also In re Rouffet, 149 F.3d 1350, 1355, 47                  
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