7
Appeal No. 2005-0748
Application No. 09/190,727
anonymizing and combining purchase data relating to first and second consumers’
orders. In conclusion, the Goldhaber reference also fails to meet the claim limitation of
transmitting purchase data relating to first and second consumers’ orders, which has
been combined and anonymized, to at least one merchant.
The examiner has relied on the O’Neil reference to address the step of
“combining the first consumer’s purchase data with the second consumer’s purchase
data”. The O’Neil reference generally discloses the creation of an Internet community
where individual members of the Internet community can create access rules for each
piece of their personal information. An E-broker utilizing the access rules can enable
others to gain access to the pieces of personal information depending on the established
access rules. The examiner has specifically relied on Col. 13, line 65-Col. 14, line 14 of
O’Neil which discloses an E-broker that searches all members of the community to find
those that have expressed an interest in purchasing a car and creates a list of those
members for a personal information agent (E-PIA). Like Goldhaber, O’Neil does not
disclose purchase data concerning first and second consumers’ orders, rather it appears
that O’Neil gathers demographic information and creates an internet-based listing of its
members to be sent to a merchant. O’Neil also fails to meet the elements of claim 22
discussed above with respect to Goldhaber.
Since the Goldhaber and O’Neil references do not render obvious the limitations
of “anonymizing the purchase data from the first and second consumers’ orders into
anonymous data”, “wherein the combining and anonymizing steps are performed
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