Product Identification in the Digital World
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Product Identification in the Digital World

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Barcodes and the UPC have helped us identify products in the physical world for four decades. How can the same system of identification for products be leveraged to provide identity in the digital ...

Barcodes and the UPC have helped us identify products in the physical world for four decades. How can the same system of identification for products be leveraged to provide identity in the digital world?

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Product Identification in the Digital World Product Identification in the Digital World Presentation Transcript

  • Product ID in a Digital World Ken Sickles, February 2013
  • ® 1W orldSync 2013 The Digital World Today Is a connected system (web) of linked documents HTML HTML HTML HTML HTML HTML HTML
  • ® 1W orldSync 2013 The Digital World Today These documents have meaning to humans… Samsung TV!
  • ® 1W orldSync 2013 The Digital World Today These documents have meaning to humans, and must be explicitly linked to related documents This is about that Samsung TV too!
  • ® 1W orldSync 2013 The Digital World Today But to computers, they have little to no explicit meaning. What is this about?
  • ® 1W orldSync 2013 The Digital World Today And unless done by a human, computers can’t find other documents that are about the same thing. Are these related?
  • ® 1W orldSync 2013 The Digital World Today That is why Google was born. To tell computers what pages were about, and the relationships between them. Pretty sure these are about Samsung TV Complicated code & algorithms Thanks, I’ll tell the human.
  • ® 1W orldSync 2013 But a new way for computers to identify things in the digital world is emerging… 8
  • ® 1W orldSync 2013 The Emerging Digital World Computers can find related pages without explicit declaration from a human (or guess from Google). 9 {HTML … Person ID: https://linkedin.com/kensickles … /HTML} Both are about Ken Sickles! {HTML … Person ID: https://linkedin.com/kensickles … /HTML}
  • ® 1W orldSync 2013 The Emerging Digital World This simple URI code is the Identification Authority in the digital world for People (Ken Sickles). 10 Person ID: https://linkedin.com/kensickles
  • ® 1W orldSync 2013 The Emerging Digital World The computer readable code behind the URI also tells computers related information. 11 Person ID: https://linkedin.com/kensickles Name: “Ken Sickles“ Current Employer: “1WorldSync“ Previous Employer: “Dow Jones“ Funny: True
  • ® 1W orldSync 2013 The Emerging Digital World Imagine if the same thing existed for products? 12 {HTML … Product ID: https://gtin.com/00794043444623 … /HTML} Both are about Samsung TV! {HTML … Product ID: https://gtin.com/00794043444623 … /HTML}
  • ® 1W orldSync 2013 The Emerging Digital World This simple URI code is the Identification Authority in the digital world for Products (Samsung TV). 13 Product ID: https://gtin.com/00794043444623
  • ® 1W orldSync 2013 The Emerging Digital World The computer readable code behind the URI also tells computers related information. 14 Product ID: https://gtin.com/00794043444623 GTIN: 00794043444623 brand: “Samsung", website: http://www.facebook.com/Samsung, Company Prefix: 0123 GPC: ”television", type: “plasma”, classification: “hi definition”, Variant: http://gtin.com/00012343232112 Variant: http://gtin.com/00012343232113 Variant: http://gtin.com/00012343232114
  • ® 1W orldSync 2013 How Do We Make This Work First we create a big database with all of the product identification information, and publish the URI for every GTIN 15 Product ID: https://gtin.com/00794043444623
  • ® 1W orldSync 2013 How Do We Make This Work Then we convince page owners to embed the associated URI in their web pages 16 {HTML … Product ID: https://gtin.com/00794043444623 … /HTML} {HTML … Product ID: https://gtin.com/00794043444623 … /HTML}
  • ® 1W orldSync 2013 How Do We Make This Work When a computer (search engine, social media site, etc.) find this code, they know exactly the product/category 17 Product ID: https://gtin.com/00794043444623 GTIN: 00794043444623 brand: “Samsung", website: http://www.facebook.com/Samsung, Company Prefix: 0123 GPC: ”television", type: “plasma”, classification: “hi definition”, Variant: http://gtin.com/00012343232112 Variant: http://gtin.com/00012343232113 Variant: http://gtin.com/00012343232114
  • ® 1W orldSync 2013 How Do We Make This Work When a barcode is scanned mobile app providers can just add the “http://…” in front of the UPC code to get Product ID 18 Product ID: https://gtin.com/00794043444623 GTIN: 00794043444623 brand: “Samsung", website: http://www.facebook.com/Samsung, Company Prefix: 0123 GPC: ”television", type: “plasma”, classification: “hi definition”, Variant: http://gtin.com/00012343232112 Variant: http://gtin.com/00012343232113 Variant: http://gtin.com/00012343232114
  • ® 1W orldSync 2013 How This Looks 19 Product Graph https://graph.gtin.co m/0079404344462 3 Brand Owner UI Digital GTIN URI (and computer readable code)
  • ® 1W orldSync 2013 Industry Support  The major search engines already support this (schema.org)  ALL brand owners and ALL e-commerce providers already put this type of code in their web pages (Facebook, Google+, Twitter, etc.)  Very easy for mobile app developers to use  Aligned with technology industry direction (see Tim Burners Lee TED talk)  It can use the symbology (UPC/EAN) that already exists in the physical world  We can start with*existing* Data in GDSN/Data Driver 20
  • ® 1W orldSync 2013 Benefits  Reduce “digital out of stocks”  Visibility of product for brands, e-commerce sites, social media providers, mobile apps  Improved SEO for all  Support product variations, and frequent changes, without disrupting existing GTIN allocation processes  Improved consumer search (product discovery/categorization) 21