www.smart-infosys.com
V e r t r a u l i c hVERTRAULICHVERTRAULICH
Smart Information Systems GmbH
www.smart-infosys.com
Sem...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
 Smart Information Systems GmbH was established in 2005 and focuse...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Our Semantic-Web Research partners:
Unsere Semantic-Web Use-Case-Pa...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
THE BOUNDARIES OF WEB 1.0
AND WEB 2.0
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Notebook Sony or Asus light max. 12 inch with webcam
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICHVERTRAULICH
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICHVERTRAULICH
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICHVERTRAULICH
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
World-Wide-Web: the meaning of information
remains hidden for compu...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SEMANTIC WEB BASED E-
COMMERCE
Bringing product and service offerin...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Example: Best Buy stores in the WWW
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Example: Best Buy offering in the WWW
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Example: Best Buy in the Semantic Web
Informationen:
Adress
Opening...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Example: Digital camera in the WWW
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Example: Digital camera in the Semantic Web
Information:
name
produ...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Applications can use the Semantic Web like a
integrated global data...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Graph representation of a Good Relations
Instance
© Prof. Dr. Marti...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SEMANTIC WEB - EXTERNAL
APPLICABILITY (WEB OF DATA)
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Applicability - External
Search Engine (Yahoo Search Monkey and Goo...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Search engines: Yahoo Search Monkey
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Search engines: Yahoo Search Monkey
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Search engines: Google Rich Snippets
Search result with Rich Snippe...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Learnings: Semantic meta data improves search
engine ranking and tr...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic-Web-Mashup: Bikemap-Portal with
hotel- and restaurant reco...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic-Web-Mashup: Augmented Reality
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic Web Search Engine
©Smart Information Systems - Internal Pr...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
REVENUE MODELS IN THE
SEMANTIC WEB
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic Web Affiliate Marketing
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic Web Advertising
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SEMANTIC WEB – INTERNAL
APPLICABILITY
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Applicability - Internal
Import of product data details into online...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SMART ASSISTANT
TECHNOLOGY
Online Product Advisors based on Semanti...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Problem: Many consumers are overwhelmed by
the jargon filled produc...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Smart Assistant Technology
Enabling product advice in several categ...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
The “Smart Assistant“ technology
Gathering the needs of customers i...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Examples
Fahrrad.de Bike Advisor
Billiger.de Mobile phone Advisor
S...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Real Live Examples
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
HOW DOES MY DATA GET INTO
THE SEMANTIC WEB?
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Means to get offers into the Semantic Web
Web-based Instantiation-T...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Company portal: Semantic company directory of
the Austrian Chamber ...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Instantiation-tool: Good Relations Annotator
Link: http://www.ebusi...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Instantiation-tool 2: Open Events
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Export from existing portals: Simskultur.net
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Export from existing portals: Simskultur.net
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Export from existing portals: Herold.at
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
SEMANTIC WEB – PARADIGM-
SHIFT IN E-COMMERCE AND
ONLINE-MARKETING
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Web of Data – Paradigm shift in
E-Commerce and Online-Marketing
Mas...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Benefit from First-Mover-Advantage!
Put your business onto the Sema...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Contact:
Markus Linder
Smart Information Systems GmbH
1040 Vienna, ...
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Linked–Open–Data
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Yahoo Search Monkey Good Relations result
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
Semantic Web stack
www.smart-infosys.com
V e r t r a u l i c hVERTRAULICH
GoodRelations auf PTSW
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Digitalks #13 Vienna: Semantic-Web-based E-Commerce

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In his presentation which Markus Linder gave on April 21st 2010 at Digitalks #13 in Vienna, he explaines how a new standard of web data handling is being created that is already championed by firms such as Google, Wikipedia, Siemens, Microsoft, Bestbuy and Yahoo. He uses case studies to show how this technology is currently being used, as well as how this technology will transform the way the web will be used in years to come.
Why is this important?
The key to Semantic Web Technology from the point of view of a firm that sells or promotes goods or services online, is that it will create a vastly increased level of visibility to consumers. This is relevant for any firm who is looking to improve their Search Engine Optimisation (SEO) and their presence on third party websites. The Semantic Web offers suppliers the opportunity to describe their products and services in a form that is machine-interpretable. Suppliers that have already done so are now already better presented in search engines like Google or Yahoo (rich snippets and Yahoo Search Monkey). The development of innovative semantic web-search technologies, semantic web mashups, semantic affiliate and semantic search engine marketing will lead to a paradigm shift in online marketing and e-commerce.

When searching for “a 4-star hotel in England from the 4th to the 6th of August that has a swimming pool and is located in a region, where visitors can attend a yoga-course and a classical concert during their stay” the search engine Google suggests a vast amount of links but no useful results. Entering the same phrase in a Semantic Web-based search engine, users will be able to obtain hotel recommendations that fit their search criteria including their desired yoga course and classical concert within the region during their stay. This means that the consumer will be able to find a packaged solution, rather than having to look on multiple websites.

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Digitalks #13 Vienna: Semantic-Web-based E-Commerce

  1. 1. www.smart-infosys.com V e r t r a u l i c hVERTRAULICHVERTRAULICH Smart Information Systems GmbH www.smart-infosys.com Semantic-Web-based E-Commerce Digitalks #13 Vienna, April 21th 2010 Markus Linder ceo & founder
  2. 2. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH  Smart Information Systems GmbH was established in 2005 and focuses on next generation e-commerce solutions  Positioning: Strategic partner to firms with an e-commerce presence for the implementation and maintenance of intelligent product advisors  European market leader  Located in Vienna, Austria References (excerpt):
  3. 3. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Our Semantic-Web Research partners: Unsere Semantic-Web Use-Case-Partner:
  4. 4. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH THE BOUNDARIES OF WEB 1.0 AND WEB 2.0
  5. 5. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Notebook Sony or Asus light max. 12 inch with webcam
  6. 6. www.smart-infosys.com V e r t r a u l i c hVERTRAULICHVERTRAULICH
  7. 7. www.smart-infosys.com V e r t r a u l i c hVERTRAULICHVERTRAULICH
  8. 8. www.smart-infosys.com V e r t r a u l i c hVERTRAULICHVERTRAULICH
  9. 9. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH World-Wide-Web: the meaning of information remains hidden for computers Computers can only recognize a combination of characters (syntax) T-R-A-I-N The meaning (semantics) remains hidden: – Synonyms (rail) – Homonyms (rail vs. instruction) – Hyponyms (means of transportation) – Hyperonyms (compartment) Only a human being can put spread information from the WWW into an intelligent context. Google & Co find a combination of characters on websites, but they neither understand what the user is looking for nor the meaning of the search results.
  10. 10. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH SEMANTIC WEB BASED E- COMMERCE Bringing product and service offerings into a machine-interpretable form
  11. 11. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Example: Best Buy stores in the WWW
  12. 12. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Example: Best Buy offering in the WWW
  13. 13. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Example: Best Buy in the Semantic Web Informationen: Adress Opening hours Payment methods Offer range Target group Type of product Manufacturer Prices …
  14. 14. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Example: Digital camera in the WWW
  15. 15. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Example: Digital camera in the Semantic Web Information: name producer resolution Video playback touch screen colour …
  16. 16. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Applications can use the Semantic Web like a integrated global data base © Prof. Dr. Martin Hepp
  17. 17. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Graph representation of a Good Relations Instance © Prof. Dr. Martin Hepp
  18. 18. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH SEMANTIC WEB - EXTERNAL APPLICABILITY (WEB OF DATA)
  19. 19. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Applicability - External Search Engine (Yahoo Search Monkey and Google Rich Snippets) Price comparison platforms Browser Add-ons Semantic-Web-Mashups Semantic-Web-Search engines Semantic Web Affiliate Marketing Semantic Web Search Engine Marketing
  20. 20. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Search engines: Yahoo Search Monkey
  21. 21. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Search engines: Yahoo Search Monkey
  22. 22. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Search engines: Google Rich Snippets Search result with Rich Snippets: Search result without Rich Snippets:
  23. 23. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Learnings: Semantic meta data improves search engine ranking and traffic significantly GoodRelations + RDFa improved the rank of the respective BestBuy pages in Google tremendously. E.g. "BestBuy Ferris Bueller" on Google BestBuy page ranked # 1 ahead of the much more established page BestBuy reported a 30 % percent (!) increase in traffic on the BestBuy stores pages, e.g. http://stores.bestbuy.com/1895 Yahoo observes a 15% increase in the Click-through-Rate (CTR) Source: http://priyankmohan.blogspot.com/2009/12/online-retail-how-best-buy-is-using.html
  24. 24. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Semantic-Web-Mashup: Bikemap-Portal with hotel- and restaurant recommendations
  25. 25. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Semantic-Web-Mashup: Augmented Reality
  26. 26. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Semantic Web Search Engine ©Smart Information Systems - Internal Prototyp
  27. 27. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH REVENUE MODELS IN THE SEMANTIC WEB
  28. 28. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Semantic Web Affiliate Marketing
  29. 29. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Semantic Web Advertising
  30. 30. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH SEMANTIC WEB – INTERNAL APPLICABILITY
  31. 31. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Applicability - Internal Import of product data details into online-shops and portals Mashups and Micro-Sites Recommendation Engine Analytics On-Site-Search and After-Search-Navigation Online Product Adviser
  32. 32. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH SMART ASSISTANT TECHNOLOGY Online Product Advisors based on Semantic Web Technology
  33. 33. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Problem: Many consumers are overwhelmed by the jargon filled product attributes and the huge amount of products offered in Shops
  34. 34. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Smart Assistant Technology Enabling product advice in several categories: – Consumer Electronics – White Goods – Clothes – Tourism – … offering: – Interactive advice for laymen and experts – Ranking of product- recommendations and alternatives – Integration with search and navigation
  35. 35. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH The “Smart Assistant“ technology Gathering the needs of customers in an interactive and dynamic way and in a jargon-free manor Matches consumers needs to technical attributes Results are updated in real-time to match the entered needs of the consumer Structured product data can be made available in standard product categories Easy integration as SaaS-Solution No ongoing maintenance required by the customer The technology is being applied successfully by leading – Online shops – Manufacturers – Distributors – Price comparison sites
  36. 36. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Examples Fahrrad.de Bike Advisor Billiger.de Mobile phone Advisor Semantic Search HOH.de Dress Advisor BAUR.de
  37. 37. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Real Live Examples
  38. 38. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH HOW DOES MY DATA GET INTO THE SEMANTIC WEB?
  39. 39. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Means to get offers into the Semantic Web Web-based Instantiation-Tools Web-Shop Software (e.g. osCommerce, Magento, oxid eSales, Intershop Enfinity,…) CMS Export (Joomla/VirtueMart,…) Database export Google Shopping Converter Virtuoso Sponger Technology (Converter for existing APIs) BMEcat2GoodRelations Converter RDF2dataRSS Web Service & Python Bindings Microsoft Word Plug-in and many more
  40. 40. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Company portal: Semantic company directory of the Austrian Chamber of Commerce
  41. 41. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Instantiation-tool: Good Relations Annotator Link: http://www.ebusiness-unibw.org/tools/goodrelations-annotator/
  42. 42. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Instantiation-tool 2: Open Events
  43. 43. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Export from existing portals: Simskultur.net
  44. 44. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Export from existing portals: Simskultur.net
  45. 45. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Export from existing portals: Herold.at
  46. 46. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH SEMANTIC WEB – PARADIGM- SHIFT IN E-COMMERCE AND ONLINE-MARKETING
  47. 47. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Web of Data – Paradigm shift in E-Commerce and Online-Marketing Massive reduction of search costs “Content remains King but Context becomes the Sun King“ More efficient marketing for niche players Reduction of entry barriers for special-interest Portals Massive increase of Revenue Potentials in Affiliate-Marketing Massive increase of efficiency and effectiveness in Online- Marketing …
  48. 48. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Benefit from First-Mover-Advantage! Put your business onto the Semantic Web! Smart Information Systems: http://www.smart-infosys.com/ ebSemantics (tourism): http://www.ebsemantics.net/ WHAT & WHY: in 15 minutes: http://www.slideshare.net/mhepp/a-short-introduction-to- semantic-webbased-ecommerce-the-goodrelations-vocabulary- presentation HOW - Developer Resources http://www.ebusiness-unibw.org/wiki/GoodRelations Funding: http://www.ebusiness-unibw.org/wiki/Funding4SMEs
  49. 49. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Contact: Markus Linder Smart Information Systems GmbH 1040 Vienna, Phorusgasse 8 AUSTRIA Tel: +43 (0)1 890 53 18-0 office@smart-infosys.com http://www.smart-infosys.com Follow me on Twitter: http://twitter.com/markuslinder/ Newsletter subscription: office@smart-infosys.com
  50. 50. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Linked–Open–Data
  51. 51. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Yahoo Search Monkey Good Relations result
  52. 52. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH Semantic Web stack
  53. 53. www.smart-infosys.com V e r t r a u l i c hVERTRAULICH GoodRelations auf PTSW
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