softcom 2011 - design and development of a social shopping experience in the iot domain: the...

Design and Development of a Social Shopping Experience in the IoT domain:

the ShopLovers solution

Symposium on RFID Technologies and Internet of Things - September 15, 2011

19th International Conference on Software Telecommunications and Computer Networks

SoftCOM 2011

Ugo Biader

Ceipidor

Carlo Maria

Medaglia

Valentina Volpi

(speaker)

Alice Moroni

(speaker)

Serena Sposato

Manuele Tamburrano

EXECUTIVE SUMMARY

Background:   Environment of interconnected objects through RFID/NFC technologies (NEAR FIELD COMMUNICATION & INTERNET OF THINGS)   Growth of Web 2.0 (COMMUNICATION BETWEEN PEOPLE AND BRANDS)

Objective:   To enhance SOCIABILITY for costumers   To empower SOCIAL MEDIA MARKETING SOLUTIONS for

companies and brands

The ShopLovers solution:   SOCIAL NETWORK PLATFORM Prototype   INTERCONNECT PRODUCTS and CUSTOMERS in a

retail environment

CATTID research activities:   First experiences in NFC applications development and testing

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CATTID… WHO WE ARE

C.A.T.T.I.D. is the research centre for Informa(on and Communica(on Technology of “Sapienza” University of Rome. The Centre was founded in 1979 to support the didacLc using methods, technologies and every type of IT tools. Over the last years, it has become an innova(on centre in digital technologies: it now works in close contact with other Departments of “Sapienza” University of Rome, as well as with other UniversiLes both in Rome and in other ciLes.

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The scienLfic work of CATTID has also drawn aTenLon of many na(onal and interna(onal companies and also led to the signing of several collaboraLon acts with important naLonal and internaLonal industry and research organizaLons.

SoftCOM 2011 - Design and Development of a Social Shopping Experience in the IoT domain: the ShopLovers solution

CATTID is directed by Prof. Ugo Biader Ceipidor and it is composed of four Labs, coordinated by Prof. Carlo Maria Medaglia.

CATTID Labs

RFId Lab, Laboratory of testing and integration of Radio Frequency Identification technologies (http://w3.uniroma1.it/rfidlab), directed by Prof. Gianni Orlandi.

LUA, Laboratory of Usability and Accessibility of software (http://w3.uniroma1.it/lua), directed by Prof. Stefano Levialdi. LABeL, Laboratory of the methods and technologies for e-Learning (http://w3.uniroma1.it/label), directed by Prof. Valerio Eletti.

Multimedia Lab, Laboratory of convergence on the interactions of media and new technologies, directed by Prof. Giandomenico Celata.

Research AcLviLes

  RFID and wireless for cultural heritage   RFID for inclusion   Wireless Sensor Network   Real Time LocaLng System   Mobile / NFC

  Food traceability   Supply chain management   Augmented Reality   Interac(on Design / Usability   Physical and Logical Security   …

Page 4 of 15 SoftCOM 2011 - Design and Development of a Social Shopping Experience in the IoT domain: the ShopLovers solution

NFC@CATTID

In November 2006 CATTID joined the NFC Forum as a Non-‐Profit member.

CATTID has also been one of the partner of the StoLPaN (Store Logis(cs and Payment with NFC)

Project, funded by the European Commission within the 6th Framework Programme.

Finally, CATTID is involved in the organizaLon of acLviLes as regards the NFC Academy Advisory Board.

FIRST EXPERIENCES IN NFC APPLICATION DEVELOPMENT AND TESTING

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Presented at First InternaLonal Workshop on Near Field

CommunicaLon, Hagenberg, Austria, 2009

Presented at CHI 2009, Rome, Italy

Published in Journal of Computer Technology and ApplicaLons,

Volume 2, Number 6, June 2011

SoftCOM 2011 - Design and Development of a Social Shopping Experience in the IoT domain: the ShopLovers solution

TECHNOLOGY BACKGROUND Near Field CommunicaLon (NFC)

  Wireless Connection based on RFID technology

  Operating RF: 13.56MHz

  Practical working distance: <10 cm (typically about 2-4 cm)

  Jointly developed by Sony and Philips in 2004

  The NFC Forum formed in 2004 works for the advance of the use of NFC technology


TECHNOLOGY BACKGROUND

There are different alternatives for SE’s position (Cfr. Mobey Forum): - On the handset itself (embedded SE) - On the UICC (SIM card) - On the Trusted Mobile Base (TMB) - On a Secure Micro SD card - On a Sticker FROM AN EMBEDDED SOLUTION

TO A HYBRID ONE

Micro SD or Sticker solutions a r e t h e b e s t w a y t o overcome the current lack o f s m a r t p h o n e s t h a t n a t i v e l y s u p p o r t t h e technology, as they can be used on any mobile phone.


RELATED WORK

Existing literature that explores the use of NFC to access the virtual world of Social Networks

•  Ease update of location information on social networks.

NFCSocial (Fressancourt et al.,

2009)

•  Retrieval of product information at the point-of-sale.

•  ConnecLon with Facebook community.

All-‐I-‐Touch (Kneissl et al., 2009)

•  Sharing of users locaLon in indoor environments by reading RFID tags.

•  Friendship request by touching other users’ NFC device

Hot in the City

(Haikio et al., 2010)


SOCIAL MEDIA MARKETING AND CONSUMER EXPERIENCE

CONSUMERS

OTHER CONSUMERS

INSTITUTIONS AND

AUTHORITIES

COMPANIES AND BRANDS

PRODUCTS

The exchange of information on social network (and generally on Internet) generates a WORD-OF-MOUTH. The consumer coproduces value and meaning for marketing communications.

A interconnected world create a richer shopping experience mediated and redefined by smart objects, smart devices and virtual relationships.

GREATER AMOUNT OF REAL TIME AND CUSTOMIZED INFORMATION

Moreover COMPANIES are now more active in conversation with their costumers.


THE SHOPLOVERS SOLUTION

is a social network platform to easily share with friends the information related to the shopping experience in a real retail contest.

ShopLovers connects the user’s favorite products, shops and brands.

It acts a brand marketing tool:

  Strengthening customer loyalty

  Interesting him in purchasing


To collect information about user’s wants and needs we created a QUESTIONNAIRE DISTRIBUTED ONLINE.

THE SHOPLOVERS SOLUTION User Needs and Requirements

ANALYSIS

DESIGN USABILITY TEST

PROTOTYPE

THE USER IS THE CENTRE OF THE PROCESS (UCD)

4 main issues to examine:   The inclination for the shopping

passion

  T h e f a m i l i a r i t y w i t h n e w technologies and the ICT world

  The grade of sharing and use of social network

  The engagement and awareness of mobile applications related to the shopping experience

Additionally, we asked the 100 respondents sample about what they would like to do and find in a social network focused on shopping.


USER NEEDS AND REQUIREMENTS

From the survey conducted by the team* emerged that in a social network focused on shopping, the users’ preference is addressed to gain some kind of REWARDS.

First of all they like to share information on DISCOUNTS, PROMOTIONS and INITIATIVES of their favorite brands or products they have purchased and to accumulate PERSONALIZED COUPONS.

The information they like to share the most is the picture of the product they bought or they would like to buy, as well as the shop they went in.

*Sample formed by 100 respondents

First of all sharing information on discounts, promotions and initiatives of your favorite brands or products you have purchased Reporting to a friend or acquaintance a product that might interest him or her Accumulation of personalized coupons based on purchases Getting tips on what you want or you would like to buy Exchange coupons w i th f r iends or acquaintances Giving advice on shopping for friends and people you know Publication shouts of purchases that you made or wanted to make Publication shouts of purchases that your friends or people you know made or wanted to make Other

81%

65%

65%

57%

42% 38%

27%

25%

0%

Picture of the product you bought or you would like to buy Shop you went into Price of the product you bought or you would like to buy Description of the product you bought or you would like to buy Brand of the product you bought or you would like to buy No information Date of purchase Time of purchase Other

55%

55% 41%

36%

33%

18% 4% 2% 2%

When you go shopping,

which kind of information

would you like to share with

your friends or acquaintances

?

Which of the following functions

would you like to find on a

social network dedicated to shopping?


THE SHOPLOVERS SOLUTION System architecture

THE FIRST PROTOTYPE HAS BEEN DEVELOPED

AND TESTED ON THE HTC WILDFIRE, WHICH SUPPORTS ANDROID

VERSION 2.1 UPDATE 7


THE SHOPLOVERS SOLUTION Use case scenario

http://www.youtube.com/watch?v=9Aan2M1-SQk

LET’S SEE HOW IT WORKS IN A RETAIL ENVIRONMENT


CONCLUSION AND FUTURE WORK ShopLovers system is a tool to enhance the user’s shopping

experience making use of contactless technology such as RFID and NFC, enablig an IoT scenario at the retail point.

...TILL NOW FUTURE WORK...   Collection of user needs and

requirements (questionnaire distributed online).

  Use of “bridging technology” (NFC Sticker).

  First phase of prototyping.

  Development of the mobile application for more mobile OS and handset models (with embedded NFC).

  New usability tests and prototype

  Mobile payments


[email protected] [email protected] [email protected]

D i s c l a i m e r : a l l t h e p r o d u c t s , t h e s h o p s a n d t h e b r a n d s u s e d i n t h i s p r e s e n t a L o n h a v e t h e o n l y p u r p o s e o f e x a m p l e . A t t h e p r e s e n t L m e t h e r e i s n o r e a l i n v o l v e m e n t o f t h e m e n L o n e d c o m p a n i e s .

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