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iPhones: Markets, Marketing, Development and research

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Mobile App business …

Mobile App business
- Consumers and Companies
- stakeholders, markets

Building Mobile apps
- Architectures

Research with Mobile apps
-cultural heritage
-Personalized TV watching

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  • 2007: Text is Next
Morgan Pozgar, 13, of Claysburgh, Pennsylvania, competes in the LG National Texting
  • [email_address] MBA in a nutshell Stakeholder management Case studies in insurance Bottom line
  • Digital Natives? -> secondlife Wikipedia Raving Fan
  • Digital natives? Swap telephone?
  • 1979, was the first. Originally for the Apple I
  • When Martin Cooper invented the mobile phone 37 years ago,
  • H.264/MPEG-4 AVC is a standard for video compression .
  • Publication: Flickr, YouTube Profession: LinkedIn, Monster Opinion:Digg Details: Email, IM Purchase: Amazon, Ebay, PayPal Knowledge: Yahoo, Google, Wikipedia Avatars: 2 nd Life
  • RIM: BlackBerry is a line of wireless mobile devices developed by Canadian company Research In Motion (RIM). MoSoSo, an acronym for Mobile Social Software,
  • The user’s context
  • h = [0..359]
  • Vicky Buser
  • Transcript

    • 1.  
    • 2. iPhones Markets, Marketing, Development and research Dr. Chris van Aart (vanaart@cs.vu.nl)
    • 3. [email_address]
    • 4.  
    • 5. Killer application
      • “ any system that is so necessary or desirable that it proves the core value of some larger technology, such as computer hardware like a gaming console, operating system or other software. A killer app can substantially increase sales of the platform that it runs on.”
      • Example:
        • Google Maps on iPhone 3G with GPS
        • News and Weather SMS Subscription services
        • Email, Skype, Live! Messenger (SMS forwarding).
        • Electronic Banking and Money Management
        • Movie Showtimes and Ticketing
        • -> Semantic Web for the Internet
      VisiCalc, the earliest generally agreed example of a killer application. (‘90s)
    • 6. Agenda
      • Mobile App business
        • Consumers and Companies
        • -> stakeholders, markets
      • Building Mobile apps->
        • Architectures
      • Research with Mobile apps
        • cultural heritage
        • Personalized TV watching
    • 7. Mobile App business
    • 8. MBA in a nutshell: Business Process A cquire resources Assemble product sell product distribute product product resources
    • 9. Business Processes
      • Strategy: why
      • Operation: how
      • HRM: people
      • Finance: value
      • Information: control
    • 10. Stakeholders (Buy or Make)
      • User Buyer
      • Formal Buyer
      • Technical Buyer
      • Coach
      • [Academic|public Buyer]
      Miller, B. H. (1988). Strategic Selling
    • 11. User Buyer
        • Practical use
        • How will it work for me?
        • Improve work/life
      Consumer Company
    • 12. Formal Buyer
        • Manager, CEO with Budget
        • Return of Investment
        • Total costs of Ownership
        • Impact on organization
    • 13. Technical Buyer
        • Measurable aspects
        • Architecture
        • Requirements
    • 14. Coach
        • Not a formal position, but can give insights, has influences
    • 15. Academic|public buyer
        • Role in society
        • Health
    • 16. User Buyer
        • Practical use
        • How will it work for me?
        • Improve work/life
      Consumer Company
    • 17. Hyperego: digital (sub)identities FredCavazza.net. Consumer
    • 18. Consumer
    • 19. (Cons Mobile app stores (1) Consumer
    • 20. (Cons Mobile app stores (2) Consumer
    • 21. Why invest in Mobile Software/Applications?
      • Business values:
        • Value (cost reduction, billing)
        • Time to market / speed of implementation
        • Ahead of competitors
        • Fit within (human and technical) organization
        • Innovation drive
      • Solve existing problems:
        • Making processes more efficient with a new approach
        • (more) Reliable / Accepted
        • Proven / Cheaper
      • Solve problems that could not be solved before:
        • Lack of trust/ Unfamiliar
        • Politics
        • Technical / organizational limitations
      Company
    • 22. Comp Applications by Markets Company
    • 23. Application area
      • Application Development & Integration
      • Business Intelligence
      • Business Process Management
      • Consumer Technologies
      • Customer Relationship Management
      • Data Management & Integration
      • Emerging Trends & Technologies
      • Enterprise Architecture
      • ERP & Supply Chain Management
      • High-Performance Workplace
      • IT Asset Management
      • IT Operations
      • IT Management
      • IT Services
      • Mobile & Wireless
      • Networking & Communications Equipment
      • Networking & Communications Services
      • Open Source
      • Outsourcing
      • PCs, Laptops & Handheld Devices
      • Regulatory Compliance
      • Security & Privacy
      • Servers & Storage
      • Web Services
      Company
    • 24. Industries Company
    • 25. Applications themes
      • Arbeid en sociale zekerheid
      • Bedrijven
      • Bevolking
      • Bouwen en wonen
      • Financiële en zakelijke diensten
      • Gezondheid en welzijn
      • Handel en horeca
      • Industrie en energie
      • Inkomen en bestedingen
      • Internationale handel
      • Landbouw
      • Macro-economie
      • Natuur en milieu
      • Onderwijs
      • Overheid en politiek
      • Prijzen
      • Veiligheid en recht
      • Verkeer en vervoer
      • Vrije tijd en cultuur
    • 26. Domains
      • Almost everyone is a mobile service user of some sort (90% cellphone penetration)
      • The types of user vary greatly in terms of
        • Equipment
        • Skills
        • Purpose
        • Location
      • Users access servers in many different ways and times and places
      • Content is lifestyle specific
        • Email at work and access to a corporate information system
        • Email at home and Skype for personal comms
        • Travel services while driving to work
        • … .
      G randmas Mobile
    • 27. “Content”
      • Personal: Wallet, Diary
      • Time dependent: News and Sports
      • Transaction Oriented: utility bill payment, buying books
      • Location Specific: street directions, restaurant guide
      • Corporate: business applications
      • Entertainment: Games, Social Software, Role Playing
    • 28. Examples (1)
      • News: Summaries while traveling
      • Weather: High demand applications – link with GPS to avoid problems while sailing
      • • Corporate Applications: Often these are PC applications while away from the office
      • • Sales Force Automation: Original driver for mobile applications: Sales orders booking, inventories etc
      • • m-broker: constant access to stock market information and purchase/sale instructions
      • • Telebanking: Internet banking well established SMS banking popular in Europe China and India
      • • m-shopping: Purchase of railway tickets, car parking etc via mobile phone
      • • Micropayment applications: The phone system is good at handling small transactions
      • • Interactive Games
      • Interactive TV: TV on mobile emerging application. Still controversy about usage and content
      • Digital Interactive TV: Red button on Sky TV boxes, shopping applications
      • Experts on Call: Reservation of meeting time plus on-site consultation with experts to solve problems.
      • GPS/Galileo based systems: GPS military system now widely used for navigation (e.g. TomTom)
      • Remote Monitoring: Cameras with cellphones using GPRS to
      • transmit information for security or safety
      • Entertainment: Huge application area – Horoscopes to football results.
      • • Directory Services; WAP or Laptop based database queries.
      • Sports
      • Maps/Navigation guide
      • Virtual Offic
    • 29. Examples (2)
      • m-exchange for industry – e-business transactions mandated by many big companies
      • m-exchange for agricultural products: applications for speech/hearing challenged people: turn speech to text via handset and vice versa
      • Agricultural Information: Send details of market prices to fishing boats so they can optimize catches
      • Knowledge based applications
      • Corporate: On-site diagnosis by engineers
      • Community; Help my heating system will not work.
      • Distance Learning: e-learning for rural and poor communities
      • Digital Library:
      • Telemedicines: diagnosis and treatment from a distance
      • Micro-credit
      • Grameen Bank Bangladesh
      • Environmental Protection
      • e-governance
      • Virtual Laboratories
      • Community Forums
      • Law Enforcement: camera equipped police
      • Job facilitator
      • Telemetric Applications
      • Downloads: ringtones and screensavers
      • Alerts and Notification football scores
    • 30. (Mobile) Web 2.0 “ I see Web 2.0 as the Intelligent web or “Harnessing Collective Intelligence”. Mobile Web 2.0 extends the principle of ‘Harnessing Collective Intelligence’ to restricted devices. The seemingly simple idea of extending Web 2.0 to mobile Web 2.0 has many facets.” a) The web does not necessarily extend to mobile devices
b) Even though the web does not extend to mobile devices, intelligence can still be captured from mobile devices. AJIT JAOKAR, www.mobilewebmegatrends.com
    • 31. Examples: [message:intention]
      • Arts: expression
      • Business: marketing
      • Education: individual development
      • Music: marketing
      • Science: society dev.
      • Technology: reputation
      Technology Content type Message Intention Task
    • 32. (non audio) Arts: expression
      • User generated content
      • Tag
      • Rank
      • Share
      Technology Content type Message Intention Task
    • 33. Business: marketing
      • Marketing, marketing and marketing
      • Networking
      • Transaction
      • Service(s)
      • Messaging
      • Did I mention marketing?
      Technology Content type Message Intention Task
    • 34. Education: individual development
      • Wiki*
      • B ooks.*
      • Social Bookmarking
      Technology Content type Message Intention Goal
    • 35. Music: Marketing
      • radioheadremix.com/
      • Last.fm
      • YouTube symphony orchestra
      Technology Content type Message Intention Goal
    • 36.
      • Mobile devices as sensors
      • SETI
      Science: societal development Understanding individual human mobility patterns W alking wounds Technology Content type Message Intention Task
    • 37. (About) Technology: reputation
      • Open Source
      • Reputation
      • Marketing
      Technology Content type Message Intention Task
    • 38. Bottom Line
      • Roles:
        • User Buyer -> Consumer / Business
        • Formal Buyer
        • Technical Buyer
        • Coach
        • [Academic|public Buyer]
      • Markets:
        • App stores
        • Industries
        • Domain
        • Functions
        • Content
      • Innovation:
        • (Business) Value
        • Solve existing problems
        • Solve problems that could not be solved before
      Technology Content type Message Intention Task
    • 39. Break If you have a real smart phone, check out http://bit.ly/lodapp
    • 40. Mobile Collaboration
      • Why are things mobile?
        • Every thing has one or more limitations:
        • Cognitive: data, information, knowledge an individual/thing can handle is limited
        • Physical: strength, resources (battery, money), capabilities
        • Temporal: time
        • Institutional: legal, organizational, (inter)national boundaries
      • Solution:
        • distribute
        • (loosely) couple
        • collaborate
    • 41. Mobile Collaboration Wireless devices Base service sets Router Transceiver [Gateway] / [Operation] space Wireless Network Interface Card Operation
    • 42. Mobile devices
      • Functions
      • Architecture
      • User Interface Design
      • Standards Interopeability
    • 43. Human Interface Design Principles
      • (Dashboard) Metaphors
      • Familiarity
      • Simplicity
      • Availability
      • Discoverability
      http://developer.apple.com/iphone/library/documentation/userexperience
    • 44. Keypad (old school)
    • 45. Multi touch and gestures (better)
    • 46. Software Architectures
    • 47. Technical Architecture
    • 48. Iphone Cocoa Reference Architecture
    • 49. Device architectures Server space Mobile Device
    • 50. What to choose?
    • 51. Mobile cultural heritage guide: location-aware semantic search. Van Aart, C.J., Wielinga B., Van Hage, W.R. EKAW 2010 http:// www.cs.vu.nl/~vanaart
    • 52. Location awareness / LBS
      • Real time locating and positioning
      • Sun/Stars, Compass, Postal code, WGS84 (GPS)…
      • communication, networks, traffic, logistics, security, search & rescue, business administration, leisure,…
    • 53. Location-aware devices
      • Mobile
      • Context
      • Battery
      • Bandwidth
      • GUI
      • User
      • MoSoSo
      Stats for search engines http://gs.statcounter.com/
    • 54. Linked Open Data linkeddata.org
    • 55. http://dbpedia.org/page/Amsterdam
    • 56. DBPedia mobile: Google maps “ Louvre app”
    • 57. Cultural heritage
      • Museums
      • (old)buildings (monuments)
      • Statues
      • Art-works
      • Digital cultural heritage
        • Digital representation: images and (meta)data
    • 58. Eculture data cloud Schreiber, G et al. . (2008). Semantic annotation and search of cultural-heritage collec- tions: The MultimediaN E-Culture demonstrator. Journal of Web Semantics, vol 6., pp. 243–249.
    • 59. http://e-culture.multimedian.nl/demo/session/search
    • 60. http://eculture2.cs.vu.nl/localizer http://e-culture.multimedian.nl/demo/session/api/search?[keyword,context] $context = "http://www.vraweb.org/vracore/vracore3#Work"; $context = "http://e-culture.multimedian.nl/ns/eculture/Concept"; $context = "http://e-culture.multimedian.nl/ns/eculture/Location"; $context = "http://e-culture.multimedian.nl/ns/eculture/Person";
    • 61. Research question
      • How to find cultural heritage POIs at a particular location, given the constraints of a mobile device, using current Semantic Web data and technology?
      • Sub questions:
        • How to determine user’s context?
        • How to combine Linked Open Data and cultural heritage data?
        • How to present the results in a manageable way on a mobile device?
    • 62.
      • “ Active” tourist:
      • What do I see?
      • Next stop?
      • Hot spots?
      • History?
      • Stories?
      • Events?
      • Persons?
      • Descriptions?
      • Maps?
    • 63. 2: Geolocation->Real-world Allocation
      • geolocation, represented by a point s = ⟨lat, long⟩, e.g. s = ⟨52.3638611, 4.88944⟩
      • Raw Mental map : spatially relevant objects (POIs) Space package e.g. 5 different “Spui” in DBPedia, geonames, openstreetmaps and freebase)
      • Aligned Mental Map: (GeoNames) i.e.: Spui square in Amsterdam
      • Semantic Crawling: query ClioPatria (RMA, RKD) “spui+amterdam” -> construction of RDF graph
      • Classify: add facets and subfacets
      • Presentation
    • 64. Step 1: Finding out where we are
      • Step 1 (Iphone):
        • Latitude = 52.368611
        • Longitude = 4.88944
        • (we ignore heading)
      • ==> select those geo data that are relevant to this point
        • Searching dbpedia, linkedgeodata, geonames for locations and objects within a certain distance.
        • Crawling via various relations (owl:sameAs, nearby etc) we gather a collection of RDF resources related to our location.
        • Using a Prolog spatial indexing package we can compute distances and directions from our current location.
    • 65. Step 2: Results (labels/URIs)
      • Step 2a (Linked Geo Data):
        • Spui25, Nieuwezijds Voorburgwal, Het Lieverdje, Spui, Begijnhof (kapel), …
      • Step 2b: (DBpedia):
        • Spui (Amsterdam), Universiteit van Amsterdam, Maagdenhuis (only NL), Het Lieverdje (only NL), …
      • Step 2c: (Geonames):
        • Nieuwezijds Voorburgwal, Lutherse Kerk, Het Lieverdje, Spui, Begijnhof (RK), Begijnhof, ...
    • 66. Step 2: Results (labels/URIs)
      • Step 2a (Linked Geo Data):
        • Spui25, Nieuwezijds Voorburgwal, Het Lieverdje, Spui, Begijnhof (kapel), …
      • Step 2b: (DBpedia):
        • Spui (Amsterdam), Universiteit van Amsterdam, Maagdenhuis (only NL), Het Lieverdje (only NL), …
      • Step 2c: (Geonames):
        • Nieuwezijds Voorburgwal, Lutherse Kerk, Het Lieverdje, Spui, Begijnhof (RK), Begijnhof, ...
    • 67. Step 3. Merging geo info
      • Non trivial:
        • Different schemas
        • Different labeling conventions
        • Different (GPS) data
          • Spui in Amsterdam has at least 5 coordinates in LOD
        • Errors in human annotations
        • Resolve conflicts
          • Begijnhof isa way
          • Begijnhof isa area
          • Begijnhof isa building
    • 68. 3. User Interaction
        • 1. Facets={ location, event, artwork or people}
        • 2. SubFacets{ painting, photograph, book, artist, musician, politician, sport, conflict,..}
      h = [0..359]
    • 69.
      • GUI Design
      • (Dashboard) Metaphors
      • Familiarity
      • Simplicity
      • Availability
      • Discoverability
      • Limited attention span
    • 70. Augmented Reality http://augmentizer.net/
    • 71. light weight client with a heavy endpoint
    • 72. Scenario: the “Spui”
    • 73. Technology Content type Message Intention Task
    • 74.  
    • 75.  
    • 76. Evaluation
      • Users
        • Mobile device is much personal than other electronic devices
        • Fooled users that the app actually could recognize POIs
        • The iPhone is “stupid”, when GPS and heading is not accurate
        • Errors in Data, e.g. confusion with Spui in The Hague
        • Missing a lot of information: historical, ratings, popularity, walking tours
        • Audio representation
      • Researchers:
        • A lot of links in LOD, actual “knowledge” rather limited: A lot of comment and labels.
        • Alignment of non-stand URI’s, /Begijnhof_,Amsterdam /Spui versus /Spui_(Amsterdam)
        • Local information in local languages. English wikis limited on Amsterdam
        • RDF not too bad
    • 77. Discussion
      • How to determine user’s context?
        • Understand task, Location awareness (GPS + heading)
      • How to combine Linked Open Data and cultural heritage data?
        • Geonames->mental map->PDF graph
        • Semantic crawling is a major improvement over the state of the art applications
        • Combination of sources achieves an added value
        • Difficult to find information for the “active tourists” on the semantic web
      • How to present the results in a manageable way on a mobile device?
        • Not “one” user
        • Syntactic sugar
        • Novel user interface -> augmented television
    • 78. NoTube.tv
    • 79. Television and (mobile) Social Web Friends following this event Friends following this event Friends following this event Friends following this event That was never a corner.. Billy Friends following this event
    • 80. Television and Social Web
    • 81. Enrichment
    • 82. ProtoType Technology Content type Message Intention Task
    • 83. iZapper
    • 84. Internships 2010-2011
      • Next generation TV remote controls
      • Integration of several devices
      • Current selection based on age and gender
      • Elaborate on awareness about user’s context:
        • Location
        • Social context
        • Friends
        • Mood
      • Check out: www.notube.tv
      • Send an email: vanaart@cs.vu.nl
    • 85. Thank you
      • See you @ linked data: http://linkeddata.org/
      • See you @ http://developer.apple.com/iphone/
      • See you @ VUA: http:// www.cs.vu.nl/~vanaart
      • See you @ 2coolmonkeys: http://2coolmonkeys.nl
      • Email: chris@2coolmonkeys.nl