introduction to personalisation
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ITEA WellCom project, Sep 2008TRANSCRIPT
Intro to personalisation (personalization)
22 Sep 2008, Oslo
Josef Noll, UNIK
22 Sep 2008, Oslo Meeting
Personalisation of services
Combine - services - devices - users - context
User(s)Context
ESG
STB
2
Linking the service world to the user preferences
Enabling secure services Protecting the privacy of the user
22 Sep 2008, Oslo Meeting
I-centric profile establishmentā¢focus on user control
Set-up of service profileā¢ preferencesā¢ group membership
User profile
3
WWRF White Paper User profile/ProfilingProcess description
Service selection processā¢ based on roles/contextā¢ service offerService usageā¢ feed-back to user profile
8.1.2003, Josef Noll Personalisation 4
Basis for future vision ą¹ Personalisation is the key for differentiation / individuality
ā based on: ā¢ Context (social context, terminal and network capabillities, location etc.)ā¢ Personal preferences and data (which may vary depending on context)
ā used for: ā¢ Filtering of content ā¢ Customisation of information presentedā¢ Service discoveryā¢ Tagging of data
ą¹ Personalisation componentsā Renderingā Personal assistantsā Context sensorsā User profileā Secure and seamless authentication
ą¹ Users involvementā Have roles (e.g. fisherman,..) according to context and personal preferencesā Personal assistant (Avatar) which takes over certain tasks
Presented in Jan 2003
8.1.2003, Josef Noll Personalisation 5
Reasons supporting the Vision
ą¹ Ongoing trendsā Individualismā Industry turns to be service providerā Specialisation and information overloadā Communication capabilities and processors in each deviceā Network diversity (speed, priceā¦)
ą¹ Needā Filtering of information, forced by Mooreās law, 3x info/12 monthsā Adjust to individual roles and situationsā Information and services adjusted to user needs
ą¹ Howā Extended user profile and context are basis for individual adjustements, e.g.
donāt interrupt from work when fishingą¹ Why
ā Happy and loyal customers, e.g. trust of secure information handling, services that fulfil specific user needs
8.1.2003, Josef Noll Personalisation 6
Personalised Profile & Contextą¹ The preferences and settings of a user are captured in the
user profile. ą¹ For each user there will be allocated one unique user profileą¹ The user should be able to access to multiple applications
and services anytime, anywhere and on any terminal in the same way he/she is used to independent of device or location
Context
accesses
UserServices
adapted to
Key
item
: per
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22 Sep 2008, Oslo Meeting 7
Personalisation - A user-centric approach
Context,Presence
Community
User profile,privacy
Roles,Identities
User behaviour
Location,Proximity
8.1.2003, Josef Noll Personalisation 8
Requirements on the User Profileą¹ Expandable user profile to incorporate additional
preferences and settings, e.g. start gymnasticsą¹ For each application the user profile must contain the
information necessary for the presentation of the application on the terminal types requested by the user.
ą¹ For each application the user profile must contain application restrictions which specifies the usage restrictions.
ą¹ User profile incorporates personal data such as address book, telephone list, bookmarks, calendar appointments, personal interests or preferences etc.
Key
item
: per
sona
lisat
ion
& c
onte
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8.1.2003, Josef Noll Personalisation 9
The overall user experience
ą¹ Usability is extremely important. Ease of use, system stability and speed are crucial factors.
ą¹ Complicated procedures associated with set up of systems inhibits use.
ą¹ Infrastructure and system resources will vary in an ad hoc (wireless) network, this then is part of a users context and is critical to functionality and overall user experience.
ą¹ Technology must not hamper or complicate personalisation features/use from a user standpoint. Development must occur in relation to users terms and not defined completely by technology.
22 Sep 2008, Oslo Meeting
āWe have heard all that before, but nothing has happenedā
What is it what you will do which is different from others?
āNobody is willing to pay for itā
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User profiles/profiling -The comments āNowā - 2008
22 Sep 2008, Oslo Meeting
Visions take time to get realised Technology is in place, Services are coming Mobile phones are becoming the source for Internet and Service access20-30 % of all phones worldwide will be smartphones by
200930 % of mobile users in the Nordic will receive push
content by 2010 Market need for personalisation: āMobile advertisement has to fit to the user, otherwise it will fail completelyā
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User profiles/profiling -āWe have heard that before, nothing has happenedā
[Movation White Paper, Mobile Phone Evolution, April 2007]
22 Sep 2008, Oslo Meeting
Complexity is ever increasing -> Need for reduction Technology is in place -> Semantics, Web Services,... Research projects address adaptation of services towards user needs
WWRF A contributors to developments through Celtic, FP6, FP7, ... A mediator between the different views Projects, Standardisation (3GPP, ETSI, ...)
A collection of players for enabling user profiles
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User profiles/profiling -āWhat is different from othersā
22 Sep 2008, Oslo Meeting
āMobile advertisement is 1000 to 10000 times more valuable as Internet advertisementā [Bjarne Myklebust, NRK]
āThe chances of annoying customers through mobile advertisements are high. Mobile advertisements have to fit.ā
āMobile advertising isnāt only hot, itās on fire.ā [Bena Roberts, GoMo News]
Operators launch mobile advertisement companies (Telenor)
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User profiles/profiling -āNobody is willing to pay for itā
22 Sep 2008, Oslo Meeting 14
Technology is in place Semantics, Web Services,...Integration through Ontologies
Semantic Technologies: Diamond in the Rough?
Source: Juan Miguel Gomez, Universidat Carlos III de Madrid
Why Semantics?
Conceptual Level
lunch (.no) lunch (.es)
Semantic Technologies: Diamond in the Rough?
Source: Juan Miguel Gomez, Universidat Carlos III de Madrid
Static WWWURI, HTML, HTTP
Bringing the web to its full potential
Semantic WebRDF, RDF(S), OWL
Dynamic Web ServicesUDDI, WSDL, SOAP
Intelligent WebServices
Semantic Web Services Interworking through Semantic
Web
Semantic Technologies: Diamond in the Rough?
Source: Juan Miguel Gomez, Universidat Carlos III de Madrid
Resource Description Framework (RDF)
W3C recommendation (http://www.w3.org/RDF) RDF is graphical formalism ( + XML syntax + semantics)
for representing metadata for describing the semantics of information in a machine- accessible way
RDF is a basic ontology language Resources are described in terms of properties and property values using RDF
statements. Statements are represented as triples, consisting of a subject, predicate and
object. [S, P, O]
Josef UniKhasAffiliation
http://www.unik.no
hasHomePage
Josef NollhasName
22 Sep 2008, Oslo Meeting 18
Servicegoals
Web Services
Published in
Described in
MessageExchange
Service Description
(.wsdl)
Semantic Web Service
WS platform
ServiceInvocation
ServiceDiscovery
ServiceRegistry
input for
searches
understands
uses
Service Ontology
Requester Ontology
Platform Ontology
expressed in terms of
understands
expressed and publishes in
terms of
Semantic Description
understands
Mediation ofOntologies
searches
Service request
MessageExchange
Client
sends tocreates
Service request
Mobile Semantic Web Services Architecture
Devices: profiles, capabilities, communities
User: roles, identities, communities
Mobile & proximity services: radio, protocols, service integration
22 Sep 2008, Oslo Meeting
DVB-H ESG
Source ontology : http://purl.oclc.org/wellcom/esg.owl
HTML Documentation: http://weblrsm.ensiie.fr/wellcom/index.html
ESGOntology
ETSI Specification: PDF
UEVEESG
Manager
Expway Labkit
Wellcom OntologyBackend
ESG-XML-ScheduleEvent-Content-Service
ESGClient
Expway ESGBackend
STB
Service Providers
WellComSemanticBrowser User
Ont.Device
Ont.
implements
represents
use
produces
uses/imports
Query/Store
Query
stores ExpwayESG API
gathers
WebBrowser http
schema
schemas OWLAPIs
Applications
ServiceOnt.
Formalisation of Environment (in demo)
User & Device environment
22 Sep 2008, Oslo Meeting
Summary
WellCom is very good in time for personalisation WellCom is participating in key standardisation items ETSI STF 352 (Telenor), standardisation of profile and
architectureWWRF, joint WG1, WG2 and WG7 White Paper on User Profile/
Profiling (UNIK is co-editor)
Further references from http://references.jnoll.net Semantics, see "Semantic Service Creation for Mobile Users",
15. August 2007, Lappeenranta, Finland User profile, see WWRF (not public, ask Josef)
"User Profiles for Mobile Services", Seminar: Semantisk web i praksis, Software 2008, Oslo, Februar 2008
... (sorry for not having mentioned other partner contributions)
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22 Sep 2008, Oslo Meeting 21
22 Sep 2008, Oslo Meeting
www.itea-wellcom.org
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