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

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

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

    • 19th International Conference on Software Telecommunications and Computer Networks SoftCOM 2011 Design and Development of a Social Shopping Experience in the IoT domain: the ShopLovers solution Ugo Carlo Valentina Alice Serena Manuele Biader Maria Volpi Moroni Sposato Tamburrano Ceipidor Medaglia (speaker) (speaker)Symposium on RFID Technologies and Internet of Things - September 15, 2011
    • EXECUTIVE  SUMMARY   CATTID research activities:   First experiences in NFC applications development and testing 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 environmentSoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 2 of 15
    • 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.     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 Experiencein the IoT domain: the ShopLovers solution Page 3 of 15
    • CATTID  Labs  CATTID is directed by Prof. Ugo Biader Ceipidor and it is composedof four Labs, coordinated by Prof. Carlo Maria Medaglia. 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     …  SoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 4 of 15
    • 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   Presented  at  First  InternaLonal   Workshop  on  Near  Field   Presented  at  CHI  2009,   CommunicaLon,     Rome,  Italy   Hagenberg,  Austria,  2009   Published  in  Journal  of  Computer   Technology  and  ApplicaLons,   Volume  2,  Number  6,  June  2011  SoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 5 of 15
    • TECHNOLOGY  BACKGROUND     Near  Field  CommunicaLon  (NFC)     Wireless Connection based on   Jointly developed by Sony and RFID technology Philips in 2004   Operating RF: 13.56MHz   The NFC Forum formed in 2004 works for the advance of the use of   Practical working distance: <10 cm NFC technology (typically about 2-4 cm)SoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 6 of 15
    • 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 are the best way to overcome the current lack of smartphones that natively support the technology, as they can be used on any mobile phone.SoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 7 of 15
    • RELATED  WORK   Existing literature that explores the use of NFC to access the virtual world of Social Networks NFCSocial   •  Ease update of location information on social (Fressancourt  et  al.,   networks.   2009)   All-­‐I-­‐Touch   •  Retrieval of product information at the point-of-sale.   (Kneissl  et  al.,  2009)   •  ConnecLon  with  Facebook  community.   Hot  in  the   •  Sharing  of  users  locaLon  in  indoor   environments  by  reading  RFID  tags.   City   •  Friendship  request  by  touching  other  users’   NFC  device   (Haikio  et  al.,  2010)  SoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 8 of 15
    • SOCIAL  MEDIA  MARKETING  AND  CONSUMER  EXPERIENCE   A interconnected world create a richer shopping experience mediated and redefined by smart objects, smart OTHER   CONSUMERS   devices and virtual relationships. INSTITUTIONS   PRODUCTS   CONSUMERS   AND   AUTHORITIES   COMPANIES   AND  BRANDS  The exchange of information on social GREATER AMOUNT OF REAL TIME AND CUSTOMIZED INFORMATIONnetwork (and generally on Internet)generates a WORD-OF-MOUTH. Moreover COMPANIES are nowThe consumer coproduces value and more active in conversation withmeaning for marketing communications. their costumers.SoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 9 of 15
    • 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 purchasingSoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 10 of 15
    • THE  SHOPLOVERS  SOLUTION   User  Needs  and  Requirements     THE USER IS THE CENTRE OF 4 main issues to examine: THE PROCESS (UCD)   The inclination for the shopping passion ANALYSIS   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 USABILITY   The grade of sharing and use of DESIGN TEST social network   The engagement and awareness of mobile applications related to PROTOTYPE the shopping experience To collect information about Additionally, we asked the 100 user’s wants and needs we respondents sample about what created a QUESTIONNAIRE they would like to do and find in a DISTRIBUTED ONLINE. social network focused on shopping.SoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 11 of 15
    • USER  NEEDS  AND  REQUIREMENTS     First of all sharing information on discounts, 81% promotions and initiatives of your favorite brands or products you have purchasedFrom the survey conducted by the Reporting to a friend or acquaintance a 65%team* emerged that in a social Which of the product that might interest him or her Accumulation of personalized coupons based 65%network focused on shopping, the following on purchasesusers’ preference is addressed to functions Getting tips on what you want or you would 57% like to buygain some kind of REWARDS. would you like Exchange coupons with friends or 42% to find on a acquaintances 38%First of all they like to share social network Giving advice on shopping for friends and people you know 27%information on DISCOUNTS, dedicated to Publication shouts of purchases that you shopping? made or wanted to make 25%PROMOTIONS and INITIATIVES Publication shouts of purchases that yourof their favorite brands or products friends or people you know made or wanted to make 0%they have purchased and to Otheraccumulate PERSONALIZED Picture of the product you bought or you 55%COUPONS. would like to buy When you go Shop you went into 55% shopping,The information they like to share Price of the product you bought or you would like to buy 41% which kind ofthe most is the picture of the Description of the product you bought or you 36% information would like to buyproduct they bought or they would Brand of the product you bought or you 33% would you likelike to buy, as well as the shop would like to buy to share with No information 18% your friends orthey went in. Date of purchase 4% Time of purchase 2% acquaintances *Sample formed by 100 respondents Other 2% ? SoftCOM 2011 - Design and Development of a Social Shopping Experience in the IoT domain: the ShopLovers solution Page 12 of 15
    • THE  SHOPLOVERS  SOLUTION     System  architecture   THE FIRST PROTOTYPE HAS BEEN DEVELOPED AND TESTED ON THE HTC WILDFIRE, WHICH SUPPORTS ANDROID VERSION 2.1 UPDATE 7SoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 13 of 15
    • THE  SHOPLOVERS  SOLUTION   Use  case  scenario   LET’S SEE HOW IT WORKS IN A RETAIL ENVIRONMENT http://www.youtube.com/watch?v=9Aan2M1-SQkSoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 14 of 15
    • 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   Development of the mobile application requirements (questionnaire for more mobile OS and handset distributed online). models (with embedded NFC).   Use of “bridging   New usability tests and prototype technology” (NFC Sticker).   First phase of prototyping.   Mobile paymentsSoftCOM 2011 - Design and Development of a Social Shopping Experiencein the IoT domain: the ShopLovers solution Page 15 of 15
    • carlomaria.medaglia@uniroma1.it moroni@cattid.uniroma1.it valentina.volpi84@gmail.comD 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 .