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How the Semantic Web is Creating New Opportunities for
Ecommerce
Internet Retailing, London
October 13th 2009
Markus Linder
ceo & founder
Smart Information Systems GmbH
www.smart-infosys.com
www.smart-infosys.com

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 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):
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THE BOUNDARIES OF WEB 1.0
AND WEB 2.0
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Notebook Sony or Asus light max. 12 inch with webcam
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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.
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Bringing product and service offerings into a machine-interpretable
form
SEMANTIC WEB BASED E-
COMMERCE
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Example: Best Buy stores in the WWW
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Example: Best Buy offering in the WWW
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Example: Best Buy in the Semantic Web
Informationen:
Adress
Opening hours
Payment
methods
Offer range
Target group
Type of product
Manufacturer
Prices
…
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Example: Digital camera in the WWW
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Example: Digital camera in the Semantic Web
Information:
name
producer
resolution
Video
playback
touch screen
colour
…
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Applications can use the Semantic Web like a
integrated global data base
© Prof. Dr. Martin Hepp
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Graph representation of a Good Relations
Instance
© Prof. Dr. Martin Hepp
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WEB 3.0
=
SEMANTIC WEB + WEB 2.0
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SEMANTIC WEB - EXTERNAL
APPLICABILITY (WEB OF DATA)
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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
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Search engines: Yahoo Search Monkey
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Search engines: Google Rich Snippets
Search result with Rich Snippets:
Search result without Rich Snippets:
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Semantic-Web-Mashup 1: Bikemap-Portal with
hotel- and restaurant recommendations
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Semantic-Web-Mashup 2: Allergy-Travel portal
Recommendation of holiday trips including pollen types and
intensity
AccomodationType
Region Hotel
Klopeinersee Guesthouse
…
Pollen
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Semantic-Web-Mashup 3: Hotel website with
relevant events from the surrounding area
http://www.landhaus-jost.at/
Events in the surrounding area
Description Date Place
Ballet Karl Alfred Stadttheater
22.4.09
Event 17h Theaterplatz 4
Schreiner
Klagenfurt
Josefsplatz 6/15
Vienna Hofburg 23.4.09
Event 20h
1010 Vienna
Orchestra
24.04.0
Film Festival at Vienna City Hall
Events 9
Rathausplatz 21h 1010 Vienna
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Semantic Web Search Engine
©Smart Information Systems - Internal Prototyp
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REVENUE MODELS IN THE
SEMANTIC WEB
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Semantic Web Affiliate Marketing
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Semantic Web Advertising
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Semantic Web Search Engine Marketing
Screen cleaner
©Smart Information Systems - Internal Prototyp www.smart-infosys.com

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SEMANTIC WEB – INTERNAL
APPLICABILITY
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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 Advisor
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Online Product Advisors based on Semantic Web Technology
SMART ASSISTANT
TECHNOLOGY
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Smart Assistant Technology
Enabling product and service advice in several categories:
– Consumer Electronics
– White Goods
– Clothes
offering:
– Interactive advice
for laymen and experts
– Ranking of product-
recommendations and
alternatives
– Integration with
search and navigation
For online-shops, manufacturers and price comparison plattforms
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Examples
Panasonic TV Advisor
Digital Camera Advisor Smart Assistant Integrated
Semantic Search HOH.de
Dress Advisor BAUR.de
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SMART ASSISTANT DEMO:
INTEGRATED WITH NAVIGATION
AND SEARCH (EN.ESOLDA.COM )
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SMART FINDER + SEMANTIC
SEARCH AT HOH.DE
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SEMANTIC WEB – TECHNICAL
FOUNDATIONS
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The Semantic Web brings information into a
machine-interpretable form
„Everything“ is clearly identified by a URI
Information is expressed in triples: subject, predicate, object
RDF: simple language for expressing data models which refer to
resources
RDFS and OWL: formal language to describe properties and
classes of RDF-based resources
=> foo:digital-camera rdfs:subClassOf foo:camera
SPARQL: Query-language for the Semantic Web
The range of products and services is described by means of
domain-specific ontology's (standards):
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HOW DOES MY DATA GET INTO
THE SEMANTIC WEB?
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Means to get offers into the Semantic Web
Web-based Instantiation-Tools
Web-Shop Software (e.g. Intershop Enfinity, osCommerce,…)
CMS Export (Joomla/VirtueMart,…)
Database export
Google Shopping Converter
BMEcat2GoodRelations Converter
RDF2dataRSS Web Service & Python Bindings
Microsoft Word Plug-in
…
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Company portal: Semantic company directory of
the Austrian Chamber of Commerce
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Instantiation-tool: Good Relations Annotator
Link: http://www.ebusiness-unibw.org/tools/goodrelations-annotator/ www.smart-infosys.com

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Export from existing portals: Simskultur.net
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Export from existing portals: Simskultur.net
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SEMANTIC WEB – PARADIGM-
SHIFT IN E-COMMERCE AND
ONLINE-MARKETING
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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
…
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Benefit from First-Mover-Advantage!
Put your business onto the Semantic Web!
Relevant information:
Smart Information Systems: http://www.smart-infosys.com/
Good Relations: http://purl.org/goodrelations/
ebSemantics (tourism): http://www.ebsemantics.net/
University of Armed Forces Munich: (Chair of General
Management and E-Business): http://www.unibw.de/ebusiness/
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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/
Subscribe newsletter: office@smart-infosys.com
www.smart-infosys.com