Claimed Subject Matter:
Personalization of data services.
The invention concerns the presentation of information in an Internet browser, and the management of the information and the way it is presented, so as to evoke a desired response in the user.
The method as claimed was deemed prima facie not excluded from patentability because it modified “Internet browser pages”.
However, the underlying method was deemed to be a means of manipulating information and its presentation, in order to affect the perceptions or behaviour of users.
As such the underlying method was not technical. Instead, it was more appropriately classified as a form of applied psychology, and the field of application might be, for example, advertising or education. As such, being non-technical, it could not contribute to inventive step. Any remaining technical features related simply to the provision of information on an Internet browser page, which was well-known.