Motivation• Todays Hotelier is facing new challenges in on-line communication: – Number of channels is growing exponentially – Communication has changed from unilateral to bilateral – Contents of communication becomes more and more granular• Especially in the Tourism business the multitude of interaction possibilities provides significant potential for yield, brand, and general reputation management. (i.e. already 42% European tourists plan there trip online)
Motivation• BUT there are pitfalls: – Some channels generate costs without guaranteeing actual income – Other channels charge up to 18% of the booking volume as fees (in Austria more than 100 million € are lost p.a. to booking portals).
Motivation• Our goal is to help Hoteliers – to improve, maintain and manage his online presence, – to maintain or better increase his market share (i.e., the number of bookings and the attached price), – to keep the related transactions costs for on-line communication and booking manageable, – to raise the visibility and tractability in the most suited channels.
WP1 – Product definition• Competitor Analysis and SESA positioning• Definition of the SESA Product Roadmap• SESA Product Components and Functionality Specification• SESA Product need and Unique Selling Proposition• SESA Business Model
WP2 – Technical Architecture• Defines: – the components and modules of the SESA system – the basic processes and data flow of the SESA system – the interfaces between the SESA system and the seekda Booking Engine
WP2 – Technical Architecture• Instantiation of the SCAI reference architecture for specific domain and tasks. Communication • Active and reactive communication • Tracing the communication • Multi-channel switch • Multi-agent Value-chain generation Engagement • Communication Patterns Crowdsourcing Multi-Channel Social Media Publishing Workflow management Monitoring Infrastructure Channels Content
WP3 – Ontology and Datarepository• Definition of the domain ontologies to represent information items in the pilot cases (tourism)• Comprehensive description of the infrastructure to support (semantic) storage of information in SESA.
WP4 – Channel Model Define, implement and put in practice a channel model (i.e. the communication model), statically and dynamically.• Identification and modeling of target groups in different channels.• Broadcasting static information.• Broadcasting dynamic information.• Technology-driven channel models.• Evaluation and evolution of the channel model within the empirical studies
WP4 – Channel ModelClassification of channels by the type of service they provide:• Static Broadcasting• Dynamic Broadcasting• Sharing• Collaboration• Group Communication• Semantic-based Communication Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon 12
WP5 – Weaver• Separating content from channels also requires the explicit alignment of both.• This is achieved through a weaver• A Weaver is – an uni-set of tuples of ten elements – an execution engine for these tuples – a GUI to define these tuples – a management and monitoring component for these tuple sets
WP5 – WeaverWeaver – Tuple Set 1. An information item defines an information category that should be disseminated through various channels. 2. An editor: The editor defines the agent that is responsible for providing the content of an information item. 3. An editor interaction protocol: This defines the interaction protocol governing how an editor collects the content. 4. An information type: We make a distinction between three types of content: an instance of a concept, a set of instances of a concept (i.e., an extensional definition of the concept), a concept description (i.e., an intensional definition of a concept) that should be content of the communication act. 5. A processing rule: These rules govern how the content is processed to fit to/being re-extracted from a channel. 6. A channel description: The group of media that is used to disseminate/search for the information
WP5 – Weaver 7. Scheduling information: Information on how often and in which intervals the communication will be performed which includes temporal constrains over multi-channel communication. 8. An executor: It determines which agent or process is performing the update of a channel. 9. An executor interaction protocol: It governs the interaction protocol defining how an executer receives its content. 10. Element 10 contains meta-information such as: • Is it a read or write • Is it executed • Is it idle • Etc.
WP6 – Communication PatternsIn software engineering, a design pattern is a general reusable solution to acommonly occurring problem within a given context in software design. Adesign pattern is not a finished design that can be transformed directly intocode. It is a description or template for how to solve a problem that can be usedin many different situations. So patterns are formalized best practices that youmust implement yourself in your application.Based on this definition of Software design patterns we introduce at this pointthe idea of the communication patterns. Software Communication Design Patterns Patterns
WP6 – Communication Patterns• The communication patterns could be a way to facilitate the response phase of an enterprise.• A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers.• It should be a dynamic set of patterns in the sense that it is being extended and altered continuously according to the needs of the customers and the nature of the issues that are arising.
WP7 – Implementation andTesting Implementation of the SESA system in an agile manner. Outcome of WP7 consists of providing: – Document describing the principles of the software development process – A Product Backlog which is constantly updated and available online – A first version of the implemented SESA system – End-user documentation for this system
WP8 – Pilots• A platform, tools and scripts for continuous build and integration.• A source control repository to manage the source code developed in the project.• A deployment infrastructure where the SESA implementation can be deployed and assessed• Pilots deployment and evaluation
WP9 – Dissemination Disseminate the results of the SESA project in an efficient and effective through: – Web site – Dynamic communication (e.g. Faccebook, Google+ page, Twitter account, LinkedIn group) – Internal communication and collaboration – Sharing (e.g. YouTube, SlideShare) – Metadata (e.g. RDFa) – Open Source – Marketing & Events
WP10 – Training and Education Develop and perform internal as well as external training and education – Internal domain knowledge training on pilots and seekda technologies – Definition of SESA workshop curriculum for potential customers – Organize workshops
WP11 – Exploitation Develop a comprehensive exploitation and business plan – Product Description – Unique Selling Point – Technology & Innovation – Marketing and Sales – Team – Business Plan
WP12 – Management Management activities of the project, including financial control, and monitoring the work done in the other work packages – Provide effective and comprehensive management of the project – Provide oversight of consortium activities to ensure that the work plan is followed – Ensure a sufficient level of quality of work produced – Report technical and organisational progress
More info at:• Website: http://sesa-project.sti2.at/