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    Outline
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    Mobile Web     ...
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    W3C...
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    Mobile Web...
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    Location based S...
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    Layar           ...
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    foursquare




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    Location based S...
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    Location aware W...
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    Web ...
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    Web of Th...
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    Pachube




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    Web of Th...
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    Semantic Web
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    Web of T...
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    Semantics
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    Semantics Basics...
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    Semantics Basics...
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    Semantics Basics...
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    Semantic Web – M...
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    L...
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    Personalization
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    Personalization
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© 2010 useKit • Info...
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    Personalization
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    How to gather us...
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    Collaborative fil...
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    Privacy is ...
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    Social networks
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    Private a...
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    Privacy – Changi...
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    Privacy in detai...
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    Privacy and Publ...
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    Priva...
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    The Twi...
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    Subversives




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    Past Development...
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© 2010 useKit • Info...
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    Web 2.0
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    Web...
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    Web Sites as Web...
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    Showcase




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      • Little effici...
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    Summary
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WebTrends - Between Semantic, loss of Privacy and Personalization.

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A strict separation of users into producers and consumers of information characterize the original Web. From the end user perspective, the original Web is a read-only information space. Progress in Web software architecture as well as a paradigm change has resulted in a proliferation of social software platforms. Every user is considered to be a valuable information source and as a consequence is allowed to produce and deposit information. In such a context, systems turn out to improve the more users get in touch with it. The Web became an editable information space fed by a collective intelligence impetus.
For the next Web generation, semantic, loss of privacy and personalization in terms of a freely mashable, annotable, and reorganizable information space is on the horizon.
This keynote speech will deliver an insight into actual trends and will discuss possibilities for more semantic in the Web that may come through the social usage of the Web.

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WebTrends - Between Semantic, loss of Privacy and Personalization.

  1. 1. WebTrends Sven.Rizzotti@useKit.com WebTrends Between Semantic loss of Privacy and Personalization. Dr. Sven Rizzotti – ! University of Basel, Switzerland ! useKit.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 1
  2. 2. WebTrends Sven.Rizzotti@useKit.com Predictions "Computers in the future may weigh no more than 1.5 tons." Popular Mechanics, forecasting the relentless march of science, 1949 © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 2
  3. 3. WebTrends Sven.Rizzotti@useKit.com Predictions "I think there is a world market for maybe five computers." Thomas Watson, chairman of IBM 1943 © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 3
  4. 4. WebTrends Sven.Rizzotti@useKit.com Predictions "There is no reason anyone would want a computer in their home." Ken Olson, president, chairman and founder of Digital Equipment Corp. 1977 © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 4
  5. 5. WebTrends Sven.Rizzotti@useKit.com Outline • Part I – Location-Aware Web – Mobile Web – Web of Things • Part II – Semantic Web – Personalization – Privacy • Practical Example: useKit © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 5
  6. 6. WebTrends Sven.Rizzotti@useKit.com Mobile Web Image credit: RusselBeattie.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 6
  7. 7. WebTrends Sven.Rizzotti@useKit.com W3C – Mobile Web Initiative “The Mobile Web Initiative’s goal is to make browsing the Web from mobile devices a reality” Tim Berners-Lee, W3C © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 7
  8. 8. WebTrends Sven.Rizzotti@useKit.com Mobile Web • Explosive Mobile Web Growth Worldwide – Latin America (Chile: 3200% growth in 2009) – 40% of American adults use a mobile to access the Web (2010) RedOrbit Staff & Wire Reports © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 8
  9. 9. WebTrends Sven.Rizzotti@useKit.com Mobile traffic expectation 2010 2011 2012 2013 2014 2015 Peta Bytes / Month 0 125 250 375 500 Coda Research Consultancy 2010 © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 9
  10. 10. WebTrends Sven.Rizzotti@useKit.com Location based Services - (lbs) Nokia © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 10
  11. 11. WebTrends Sven.Rizzotti@useKit.com Layar http://www.layar.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 11
  12. 12. WebTrends Sven.Rizzotti@useKit.com foursquare http://www.foursquare.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 12
  13. 13. WebTrends Sven.Rizzotti@useKit.com Location based Services - (lbs) • Mobile access demand for lbs – Route planning – Where am I? – Where are my friends? – Point of interests http://www.where.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 13
  14. 14. WebTrends Sven.Rizzotti@useKit.com Location aware Web • Many applications use location and expose location in the UI • Web not ready for locations yet – Not supported in URI – Not supported in HTTP – Not supported in HTML – Mashability requires exposed application models © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 14
  15. 15. WebTrends Sven.Rizzotti@useKit.com Web of Things Image credit: http://www.touchatag.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 15
  16. 16. WebTrends Sven.Rizzotti@useKit.com Web of Things • Frigdes, lights, toasters, washing machine • Network of internet enabled objects with web services that interact with them • Technologies: RFID (radio frequency identification), sensors, smartphones, gps Ian Rae (Twitter @irae), 6, 2008 © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 16
  17. 17. WebTrends Sven.Rizzotti@useKit.com Pachube http://www.pachube.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 17
  18. 18. WebTrends Sven.Rizzotti@useKit.com Web of Things “If the graph of people is cool, imagine a graph of everything” Dries Buytaert © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 18
  19. 19. WebTrends Sven.Rizzotti@useKit.com Semantic Web http://www.freewebs.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 19
  20. 20. WebTrends Sven.Rizzotti@useKit.com Web of Things There’s no Semantic Web Without Content and Data Rachel Lovinger © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 20
  21. 21. WebTrends Sven.Rizzotti@useKit.com Semantics • Machines are good at complex things where people arenʼt – Computing, recalling long numbers – Compare large data sets – Search through massive amount of data records © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 21
  22. 22. WebTrends Sven.Rizzotti@useKit.com Semantics • People are good at complex things where machines arenʼt – Equivalence ! 14:00h / 4 pm – Inexactness! 14:00h / 4.23 pm – Splitting things! 14:01:20 / 140120 © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 22
  23. 23. WebTrends Sven.Rizzotti@useKit.com Semantics Basics for machines • Identity – Uniqueness • Definition • Structure © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 23
  24. 24. WebTrends Sven.Rizzotti@useKit.com Semantics Basics for machines • Identity • Definition – Ontology • Structure © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 24
  25. 25. WebTrends Sven.Rizzotti@useKit.com Semantics Basics for machines • Identity • Definition • Structure – Web Standards (Dublin, RDF, OWL, SKOS) – Non standards (Microformats, Folksonomy) © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 25
  26. 26. WebTrends Sven.Rizzotti@useKit.com Semantic Web – More relevant information • Documents with computer-processable meaning • Mass of unstructured data ➜ semantic information? – RDF (Resource Description Framework) – OWL (Web Ontology Languages) – Microformats (hCard, hCalendar) © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 26
  27. 27. WebTrends Sven.Rizzotti@useKit.com Linked data Richard Cyganiak and Anja Jentzsch © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 27
  28. 28. WebTrends Sven.Rizzotti@useKit.com Linked data http://en.wikipedia.org/wiki/Linked_data • One Page Concept – URL == ID – Contains related IDʼs – Search optimized Richard Cyganiak and Anja Jentzsch © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 28
  29. 29. WebTrends Sven.Rizzotti@useKit.com Personalization • Semantic + Personalization = Relevant information Image credit: http://puttingdotsonpaper.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 29
  30. 30. WebTrends Sven.Rizzotti@useKit.com Personalization • Semantic + Personalization = Relevant information • Meeting the customer's needs more effectively and efficiently ➜ increase satisfaction • Web Personalization: A site just for you • Real benefit: The Aha effect © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 30
  31. 31. WebTrends Sven.Rizzotti@useKit.com Personalization • Learns what you like from your actions (you are what you click on and what you buy) • Personalization is about data © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 31
  32. 32. WebTrends Sven.Rizzotti@useKit.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 32
  33. 33. WebTrends Sven.Rizzotti@useKit.com Personalization • Collaborative filter • User profile • Data analysis tools © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 33
  34. 34. WebTrends Sven.Rizzotti@useKit.com How to gather user data? • Forms • Web usage mining (click analysis) • Cookies • Rating • Collaborative filters © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 34
  35. 35. WebTrends Sven.Rizzotti@useKit.com Collaborative filters • Choice of content based on like-minded people • Guessing based on previous actions • Recommendations based on profile © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 35
  36. 36. WebTrends Sven.Rizzotti@useKit.com Privacy is … Privacy is not simply an absence of information about us in the minds of others; rather it is the control we have over information about ourselves. Image credit: http://www.arcotrasporti.it/ Charles Fried © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 36
  37. 37. WebTrends Sven.Rizzotti@useKit.com Privacy is not dead • … but misunderstood • Privacy: Control of how information flows • Example: Google Buzz – opting in vs. opting out • Example: Chatrooms – The A/S/L question danah boyd, SXSW2010 © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 37
  38. 38. WebTrends Sven.Rizzotti@useKit.com Social networks • Personal – Private (ex. Address book) – Public (ex. Facebook) • Behavioral – People involved in regular communication © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 38
  39. 39. WebTrends Sven.Rizzotti@useKit.com Private and public information • Publicly accessible ≠ Public content • Contextual integrity • Private and public is not as black and white Helen Nissenbaum, PRIVACY AS CONTEXTUAL INTEGRITY, 2004 © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 39
  40. 40. WebTrends Sven.Rizzotti@useKit.com Privacy – Changing the rules • The default is “everybody” • Publicly available ≠ being publicized © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 40
  41. 41. WebTrends Sven.Rizzotti@useKit.com Privacy in details • PII / PEI – Personally Identifiable Information – Personally Embarrassing Information © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 41
  42. 42. WebTrends Sven.Rizzotti@useKit.com Privacy and Publicity Mashup • ChatRoulette – Entertain and be entertained – Sense of anonymity • Blippy • Jigsaw © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 42
  43. 43. WebTrends Sven.Rizzotti@useKit.com Privacy • "Missed the bus again." • "Attempting to figure out why the cat is hiding." • "I'm signing off." • "On bus going in to the office." • "Scanning pictures of 12-year old girls in mini skirts..." • "Going to bed now." • "Thinking about eating." • "About to start a conference call." • "I'm watching my dog chase the reflection from his tags and wish I had a laser pointer!" • "Feeling so bored at work I'm going to die. Wonder if it is my attitude or the work." • "Washing hair. Fetching groceries." © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 43
  44. 44. WebTrends Sven.Rizzotti@useKit.com The Twitter Curve http://headrush.typepad.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 44
  45. 45. WebTrends Sven.Rizzotti@useKit.com Subversives • Finding “Subversives” [Tom Owad] • Amazon: Wish lists of 100ʼ000 of people • Yahoo people search: name, city, state • Google maps: http://www.applefritter.com/bannedbooks © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 45
  46. 46. WebTrends Sven.Rizzotti@useKit.com Subversives © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 46
  47. 47. WebTrends Sven.Rizzotti@useKit.com Past Developments • Web 2.0 • Blogging and micro-blogging • Social networks • Web services © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 47
  48. 48. WebTrends Sven.Rizzotti@useKit.com © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 48
  49. 49. WebTrends Sven.Rizzotti@useKit.com Web 2.0 • Marketing term • 1999 [Darcy DiNucc], 2004 [John Battelle, Tim O'Reilly] © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 49
  50. 50. WebTrends Sven.Rizzotti@useKit.com Web 2.0 “If Web 2.0 for you is blogs and wikis, then that is people to people. But that was what the Web was supposed to be all along.” Tim Berners-Lee, W3C © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 50
  51. 51. WebTrends Sven.Rizzotti@useKit.com commons.wikimedia.org © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 51
  52. 52. WebTrends Sven.Rizzotti@useKit.com geek and poke © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 52
  53. 53. WebTrends Sven.Rizzotti@useKit.com Web Sites as Web Services • From unstructured to structured information ProgramableWeb © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 53
  54. 54. WebTrends Sven.Rizzotti@useKit.com Web Sites as Web Services • Open data is a competitive advantage Customers Web Site Business Data © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 54
  55. 55. WebTrends Sven.Rizzotti@useKit.com Web Sites as Web Services • Open data is a competitive advantage Customers Additional Businesses Mashups Web Site Web Service API Business Data © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 55
  56. 56. WebTrends Sven.Rizzotti@useKit.com Showcase © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 56
  57. 57. WebTrends Sven.Rizzotti@useKit.com • Little efficient helpers ➜ Increase productivity ➜ Focus • Shareability ➜ Collaboration ➜ Visibility • Contextualization ➜ Semantic © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 57
  58. 58. WebTrends Sven.Rizzotti@useKit.com Where are we going? Web 1.0 Web 2.0 Web 3.0 Read-only read-write Personal mobile Web 45 Mio users (1996) 1 Bio users (2006) Individual Focus: Companies Focus: Communities Focus: Lifestream Home Pages Blogs Consol. dyn. content Owning Content Sharing Content Semantic Web HTML, Portals XML, RSS User behavior Web forms Web Apps Platforms Page views Cost per click © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 58
  59. 59. WebTrends Sven.Rizzotti@useKit.com Where are we going? Information Connectivity Semantic Web Future Web Web Social Software Social Connectivity © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 59
  60. 60. WebTrends Sven.Rizzotti@useKit.com Summary • Digital devices always connected and networked – Car, Radio, TV, Fridge, … • Mobile – Dominant platform to get to the net • Privacy – Almost none, all in the same boat • Semantic on the way – Presumably not in a top-down manner • Information pollution and overload © 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 60

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