webtrends - between semantic, loss of privacy and personalization
DESCRIPTION
A strict separation of users into producers and consumers of information characterize the original Web. From the end user perspective, the original Web is a read-only information space. Progress in Web software architecture as well as a paradigm change has resulted in a proliferation of social software platforms. Every user is considered to be a valuable information source and as a consequence is allowed to produce and deposit information. In such a context, systems turn out to improve the more users get in touch with it. The Web became an editable information space fed by a collective intelligence impetus. For the next Web generation, semantic, loss of privacy and personalization in terms of a freely mashable, annotable, and reorganizable information space is on the horizon. This keynote speech will deliver an insight into actual trends and will discuss possibilities for more semantic in the Web that may come through the social usage of the Web.TRANSCRIPT
© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010
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Between Semantic loss of Privacy and Personalization.
WebTrends
Dr. Sven Rizzotti – ! University of Basel, Switzerland! useKit.com
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Predictions
Popular Mechanics, forecasting the relentless march of science, 1949
"Computers in the future may weighno more than 1.5 tons."
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Predictions
Thomas Watson, chairman of IBM1943
"I think there is a world market formaybe five computers."
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Predictions
Ken Olson, president, chairman and founder of Digital Equipment Corp.
1977
"There is no reason anyone wouldwant a computer in their home."
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Outline• Part I
– Location-Aware Web– Mobile Web– Web of Things
• Part II– Semantic Web– Personalization– Privacy
• Practical Example: useKit
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Mobile Web
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Image credit: RusselBeattie.com
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W3C – Mobile Web Initiative
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Tim Berners-Lee, W3C
“The Mobile Web Initiative’s goal is to make browsing the Web from mobile
devices a reality”
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Mobile Web
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• Explosive Mobile Web Growth Worldwide– Latin America (Chile: 3200% growth in 2009)– 40% of American adults use a mobile to access the Web (2010)
RedOrbit Staff & Wire Reports
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Mobile traffic expectation
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2010
2011
2012
2013
2014
2015
0 125 250 375 500
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Coda Research Consultancy 2010
Peta Bytes / Month
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Location based Services - (lbs)
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Nokia
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Layar
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http://www.layar.com
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foursquare
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http://www.foursquare.com
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Location based Services - (lbs)• Mobile access demand for lbs
– Route planning– Where am I?– Where are my friends?– Point of interests
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http://www.where.com
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Location aware Web• Many applications use location and expose location in
the UI• Web not ready for locations yet
– Not supported in URI– Not supported in HTTP– Not supported in HTML– Mashability requires exposed application
models
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Web of Things
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Image credit: http://www.touchatag.com
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Web of Things
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Ian Rae (Twitter @irae), 6, 2008
• Frigdes, lights, toasters, washing machine• Network of internet enabled objects with web services
that interact with them• Technologies: RFID (radio frequency identification),
sensors, smartphones, gps
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Pachube
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http://www.pachube.com
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Web of Things
Dries Buytaert
“If the graph of people is cool, imagine a graph of everything”
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Semantic Web
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http://www.freewebs.com
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Web of Things
Rachel Lovinger
There’s no Semantic WebWithout Content and Data
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Semantics• Machines are good at complex things where people
arenʼt– Computing, recalling long numbers– Compare large data sets– Search through massive amount of data records
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Semantics• People are good at complex things where machines
arenʼt– Equivalence ! 14:00h / 4 pm– Inexactness! 14:00h / 4.23 pm– Splitting things! 14:01:20 / 140120
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Semantics Basics for machines• Identity
– Uniqueness
• Definition• Structure
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Semantics Basics for machines• Identity• Definition
– Ontology
• Structure
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Semantics Basics for machines• Identity• Definition• Structure
– Web Standards (Dublin, RDF, OWL, SKOS)– Non standards (Microformats, Folksonomy)
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Semantic Web – More relevant information
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• Documents with computer-processable meaning
• Mass of unstructured data ➜ semantic information?– RDF (Resource Description Framework)– OWL (Web Ontology Languages)– Microformats (hCard, hCalendar)
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Linked data
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Richard Cyganiak and Anja Jentzsch
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Linked data
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Richard Cyganiak and Anja Jentzsch
• One Page Concept– URL == ID– Contains related IDʼs– Search optimized
Richard Cyganiak and Anja Jentzsch
http://en.wikipedia.org/wiki/Linked_data
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Personalization• Semantic + Personalization = Relevant information
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Image credit: http://puttingdotsonpaper.com
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Personalization• Semantic + Personalization = Relevant information• Meeting the customer's needs more effectively and
efficiently ➜ increase satisfaction• Web Personalization: A site just for you• Real benefit: The Aha effect
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Personalization• Learns what you like from your actions
(you are what you click on and what you buy)• Personalization is about data
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Personalization• Collaborative filter• User profile• Data analysis tools
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How to gather user data?• Forms• Web usage mining (click analysis)• Cookies• Rating• Collaborative filters
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Collaborative filters• Choice of content based on like-minded people• Guessing based on previous actions• Recommendations based on profile
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Privacy is …Privacy is not simply an absence of information about us in the minds of others; rather it is the control we have over information about ourselves.
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Charles Fried
Image credit: http://www.arcotrasporti.it/
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Privacy is not dead• … but misunderstood• Privacy: Control of how information flows• Example: Google Buzz
– opting in vs. opting out
• Example: Chatrooms– The A/S/L question
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danah boyd, SXSW2010
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Social networks• Personal
– Private (ex. Address book)– Public (ex. Facebook)
• Behavioral– People involved in regular communication
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Private and public information• Publicly accessible ≠ Public content • Contextual integrity• Private and public is not as black and white
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Helen Nissenbaum, PRIVACY AS CONTEXTUAL INTEGRITY, 2004
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Privacy – Changing the rules• The default is “everybody”• Publicly available ≠ being publicized
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Privacy in details• PII / PEI
– Personally Identifiable Information– Personally Embarrassing Information
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Privacy and Publicity Mashup• ChatRoulette
– Entertain and be entertained– Sense of anonymity
• Blippy• Jigsaw
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Privacy• "Missed the bus again."• "Attempting to figure out why the cat is hiding."• "I'm signing off."• "On bus going in to the office."• "Scanning pictures of 12-year old girls in mini skirts..."• "Going to bed now."• "Thinking about eating."• "About to start a conference call."• "I'm watching my dog chase the reflection from his tags and wish I had a laser
pointer!"• "Feeling so bored at work I'm going to die. Wonder if it is my attitude or the work."• "Washing hair. Fetching groceries."
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The Twitter Curve
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http://headrush.typepad.com
© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010
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Subversives• Finding “Subversives” [Tom Owad]• Amazon: Wish lists of 100ʼ000 of people• Yahoo people search: name, city, state• Google maps:
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http://www.applefritter.com/bannedbooks
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Subversives
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Past Developments• Web 2.0• Blogging and micro-blogging• Social networks• Web services
© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010
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© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010
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Web 2.0• Marketing term• 1999 [Darcy DiNucc], 2004 [John Battelle, Tim O'Reilly]
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Web 2.0
Tim Berners-Lee, W3C
“If Web 2.0 for you is blogs and wikis,then that is people to people.
But that was what the Webwas supposed to be all along.”
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commons.wikimedia.org
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geek and poke
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Web Sites as Web Services• From unstructured to structured information
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ProgramableWeb
• Open data is a competitive advantage
Business Data
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Web Sites as Web Services
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Web Site
Customers
• Open data is a competitive advantage
Business Data
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Web Sites as Web Services
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Customers Additional Businesses
Mashups
Web Site
Business Data
Web Service API
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Showcase
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© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010
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• Little efficient helpers ➜ Increase productivity➜ Focus
• Shareability➜ Collaboration➜ Visibility
• Contextualization➜ Semantic
© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010
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Where are we going?
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Web 1.0 Web 2.0 Web 3.0
Read-only45 Mio users (1996)Focus: CompaniesHome PagesOwning ContentHTML, PortalsWeb formsPage views
read-write1 Bio users (2006)Focus: CommunitiesBlogsSharing ContentXML, RSSWeb AppsCost per click
Personal mobile WebIndividualFocus: LifestreamConsol. dyn. contentSemantic WebUser behaviorPlatforms
Semantic Web Future Web
Web Social Software
© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010
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Where are we going?
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Info
rmat
ion
Con
nect
ivity
Social Connectivity
© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010
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Summary• Digital devices always connected and networked
– Car, Radio, TV, Fridge, …
• Mobile– Dominant platform to get to the net
• Privacy– Almost none, all in the same boat
• Semantic on the way– Presumably not in a top-down manner
• Information pollution and overload
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