0
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
H...
® 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 relate...
® 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...
® 1W orldSync 2013
The Digital World Today
That is why
Google was born.
To tell computers
what pages were
about, and the
r...
® 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 (...
® 1W orldSync 2013
The Emerging Digital World
This simple URI
code is the
Identification
Authority in the
digital world fo...
® 1W orldSync 2013
The Emerging Digital World
The computer
readable code
behind the URI
also tells
computers related
infor...
® 1W orldSync 2013
The Emerging Digital World
Imagine if the
same thing
existed for
products?
12
{HTML
…
Product ID:
https...
® 1W orldSync 2013
The Emerging Digital World
This simple URI
code is the
Identification
Authority in the
digital world fo...
® 1W orldSync 2013
The Emerging Digital World
The computer
readable code
behind the URI
also tells
computers related
infor...
® 1W orldSync 2013
How Do We Make This Work
First we create a
big database with
all of the product
identification
informat...
® 1W orldSync 2013
How Do We Make This Work
Then we convince
page owners to
embed the
associated URI in
their web pages
16...
® 1W orldSync 2013
How Do We Make This Work
When a computer
(search
engine, social
media site, etc.)
find this
code, they ...
® 1W orldSync 2013
How Do We Make This Work
When a barcode
is scanned mobile
app providers can
just add the
“http://…” in ...
® 1W orldSync 2013
How This Looks
19
Product
Graph
https://graph.gtin.co
m/0079404344462
3
Brand Owner UI
Digital GTIN
URI...
® 1W orldSync 2013
Industry Support
 The major search engines already support this
(schema.org)
 ALL brand owners and AL...
® 1W orldSync 2013
Benefits
 Reduce “digital out of stocks”
 Visibility of product for brands, e-commerce
sites, social ...
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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 world?

Published in: Technology, Business
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Transcript of "Product Identification in the Digital World"

  1. 1. Product ID in a Digital World Ken Sickles, February 2013
  2. 2. ® 1W orldSync 2013 The Digital World Today Is a connected system (web) of linked documents HTML HTML HTML HTML HTML HTML HTML
  3. 3. ® 1W orldSync 2013 The Digital World Today These documents have meaning to humans… Samsung TV!
  4. 4. ® 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!
  5. 5. ® 1W orldSync 2013 The Digital World Today But to computers, they have little to no explicit meaning. What is this about?
  6. 6. ® 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?
  7. 7. ® 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.
  8. 8. ® 1W orldSync 2013 But a new way for computers to identify things in the digital world is emerging… 8
  9. 9. ® 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}
  10. 10. ® 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
  11. 11. ® 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
  12. 12. ® 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}
  13. 13. ® 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
  14. 14. ® 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
  15. 15. ® 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
  16. 16. ® 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}
  17. 17. ® 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
  18. 18. ® 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
  19. 19. ® 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)
  20. 20. ® 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
  21. 21. ® 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
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