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Product Variety, Consumer
Preferences, and Web Technology:
  Can the Web of Data Reduce Price
  Competition and Increase Customer
             Satisfaction?
       September 2, 2009, Linz, Austria

               Martin Hepp
          http://www.unibw.de/ebusiness/
Part I: Diversity in Markets

The specificity of exchanged
goods has kept on growing...
Specificity

 How much you loose when you can‘t
 use a good for what it was designed.


   Martin Hepp,                         3
mhepp@computer.org
Growth in Specificity

        Reason # 1: Division of Labor




   Martin Hepp,                         4
mhepp@computer.org
Range of Production on the Level of the Overall Economy




                                   Parts = N * c x
                                    Similarity of components
                                       weakens the effect.
                             N = Number of Commodities
                             c = Number of Components per Level of
                             Division of Labor
                             x = Depth of the Division of Labor


   Martin Hepp,                                                 5
mhepp@computer.org
Growth in Specificity



 Reason # 2: Technical Advancement
            and Innovation




   Martin Hepp,                         6
mhepp@computer.org
1920: 5168 Types of Goods
   Martin Hepp,                         7
mhepp@computer.org
Growth in Specificity



                 Reason # 3: Logistics

            Temporal Constraints etc.


   Martin Hepp,                          8
mhepp@computer.org
Growth in Specificity

                     Reason # 4: Wealth




                     Abraham H. Maslow (1908-1970)
                     A Theory of Human Motivation (1943)
   Martin Hepp,                                            9
mhepp@computer.org
Examples




   Martin Hepp,                 10
mhepp@computer.org
Examples




   Martin Hepp,                 11
mhepp@computer.org
Examples




   Martin Hepp,                 12
mhepp@computer.org
Specificity Increases the
                 Search Space




   Martin Hepp,                         13
mhepp@computer.org
Multi-Dimensional Trade-Off Problems
•    Product Features
•    Price
•    Services
•    Logistics
•    Preferences regarding business partners
•    Etc.


       Martin Hepp,                            14
    mhepp@computer.org
Part II: E-Commerce on the Web
History Lesson: Search for Suppliers
      1992: 1 Week      2009: 1 Minute




   Martin Hepp,                          16
mhepp@computer.org
But: Search for Suppliers, 2009




   Martin Hepp,                         17
mhepp@computer.org
Limitations of the Web, 2009
No Unified View: Jumping Back and Forth
           Across Data Silos
                                  Site   Page          Page
          Search Engine Results
         Search Engine Results

                                   1      1             2
       Search Engine Results
      Search Engine Results


                                                Page          Page
                                                 3             4

                                  Site   Page
                                   2      5


                                  Site   Page          Page   Page
                                   3      6             7      8




   Martin Hepp,                                                      19
mhepp@computer.org
We know the best hits only when done.
                                Site   Page          Page
                                 1      1             2
        Search Engine Results



                                              Page          Page
                                               3             4

                                Site   Page
                                 2      5


                                Site   Page          Page   Page
                                 3      6             7      8




   Martin Hepp,                                                    20
mhepp@computer.org
Specificity vs. Keyword-based Search
•    Synonyms
•    Homonyms
•    Multiple languages
•    No parametric
     search




       Martin Hepp,                        21
    mhepp@computer.org
Limited Ability to Reuse Data




   Martin Hepp,                          22
mhepp@computer.org
The Web: A Bottleneck for Sharing
            Product Data




   Martin Hepp,                        23
mhepp@computer.org
Challenge: Web-wide Product Search
• Find all MP3 players
  that have a USB
  interface and a color
  display, and sort them
  by weight (lightest
  first).



                           ...on a Web Scale!
    Martin Hepp,                                24
 mhepp@computer.org
Today: Loss of Variety and Detail
Many Different                       Variety in
  Products                          Preferences
                       Web Search




Manufacturers &                     Consumers
   Retailers
     Martin Hepp,                                 25
  mhepp@computer.org
What’s the
      Consequence?

   Martin Hepp,      26
mhepp@computer.org
Effect: Overly Price Competition




           Only 1 – 2 Product Models Considered

         Comparison Shopping on the Small Subset

   Martin Hepp,                                    27
mhepp@computer.org
This will change soon.

   Actually, very soon.
Deep Comparison Shopping
                     Search Engine Results




                     Site




                                             Site
                               Site
                      3




                                              1
                                2
                     Page




                               Page




                                             Page
                      6




                                5




                                              1
                     Page




                                      Page
                      7




                                       3




                                             Page
                                              2
                     Page




                                      Page
                      8




                                       4


   Martin Hepp,                                     29
mhepp@computer.org
Part III: The Web of Linked Data
The World Wide Web, Essentially:

 Turn References in Documents from
       Road Signs into Roads


                     Click!


   Martin Hepp,                      31
mhepp@computer.org
The Web of Linked Data, Essentially:
1.    Cluster Web links by what they mean
2.    Use URIs to indicate the type of links
3.    Use HTTP URIs so that it is quick and easy to explore
      what this URI means.
4.    Make clear whether you are referring to something or
      its representation.




    Martin Hepp,                                         32
 mhepp@computer.org
The Web of Linked Data, Essentially:
1.    Cluster Web links by what they mean
2.    Use URIs to indicate the type of links
3.    Use HTTP URIs so that it is quick and easy to explore
      what this URI means.
4.    Make clear whether you are referring to something or
      its representation.




    Martin Hepp,                                         33
 mhepp@computer.org
The Web of Linked Data, Essentially:
1.    Cluster Web links by what they mean
2.    Use URIs to indicate the type of links
3.    Use HTTP URIs so that it is quick and easy to explore
      what this URI means.
4.    Make clear whether you are referring to something or
      its representation.




    Martin Hepp,                                         34
 mhepp@computer.org
Technical Effects & Working Assumption
                     • This will reduce the
                       computational
                       complexity of
                       processing,
                       combining, reusing
                       data on a Web scale




   Martin Hepp,                               35
mhepp@computer.org
Core Web of Linked Data Technology Pillars
•    URIs for everything
•    RDF: A data model for exchanging conceptual graphs based on
     triples
       – Triple: (Subject, Predicate, Object)
       – Exchange syntax: RDF/XML, N3, etc.
•    RDFS and OWL: Formal languages for that help reduce ambiguity
     and codify implicit facts
       – foo:human rdfs:subClassOf foo:mammal
•    SPARQL: Standardized query language and endpoint interface for
     RDF data
•    LOD Principles: Best practices for keeping the current Web and the
     Web of Data compatible

       Martin Hepp,
    mhepp@computer.org                                               36
Part IV: E-Commerce on the Web of
            Linked Data
E-Commerce on the Web of Linked Data




   Martin Hepp,                       38
mhepp@computer.org
Discovery Effort




   Martin Hepp,                         39
mhepp@computer.org
Both Sides Can Help Build a Bridge




   Martin Hepp,                        40
mhepp@computer.org
What Do We Need?
• Vocabularies                • Tools
   – Product or service       • Applications
     types
   – Businesses
   – Offerings
• Data Sets
   – Product model data
   – Businesses, contact
     details, opening hours
   – Offering data
   Martin Hepp,                                41
mhepp@computer.org
Part V: The GoodRelations
Vocabulary and Data Space
GoodRelations: A Unified View on
       Commerce Data on the Web
                                                  Extraction
                              Arbitrary Query     and Reuse


Manufacturers
                                                           Retailers
Payment
                                                           Delivery
Product Model                                       Warranty
 Master Data           Shop                Spare Parts &
                      Offerings   Auctions Consumables
    Martin Hepp,                                               43
 mhepp@computer.org
On the Shoulders of Giants




   A Unified View of Commerce Data
              on the Web
   Martin Hepp,                         44
mhepp@computer.org
The GoodRelations Vocabulary
 • A universal and free Web
   vocabulary for adding
   product and offering data
   to your Web pages.
 • Compatible with all relevant
   W3C standards and
   recommendations
   – RDF
   – OWL


              http://purl.org/goodrelations/
   Martin Hepp,                                45
mhepp@computer.org
GoodRelations Design Principles
• Keep simple things       Lightweight         Heavyweight
  simple and make          Web of Data         Web of Data
  complex things
  possible                    LOD                OWL DL
• Cater for LOD and OWL   RDF + a little bit
  DL worlds
• Academically sound
• Industry-strength
  engineering
• Practically relevant

    Martin Hepp,                                      46
 mhepp@computer.org
Albert Einstein on Schema Design

"Make everything as simple as possible, but
               not simpler.“
                             Albert Einstein




   Martin Hepp,                           47
mhepp@computer.org
Basic Structure of Offers

                                                    Object or
      Agent 1                  Promise
                                                    Happening

                     Compensation     Transfer of
                                        Rights




                                Agent 2



   Martin Hepp,                                                 48
mhepp@computer.org
Data, Standards, Ontologies




   Martin Hepp,                         49
mhepp@computer.org
GoodRelations: License
 • Permanent,
   royalty-free access
   for commercial and
   non-commercial use.




            http://purl.org/goodrelations/
   Martin Hepp,                              50
mhepp@computer.org
Domain Structure and Use Cases
The Minimal Scenario
• Scope
    –   Business entity
    –   Points-of-sale
    –   Opening hours
    –   Payment options
• Suitable for
    – Every business
    – E-commerce and
      brick-and-mortar

    Martin Hepp,                        52
 mhepp@computer.org
The Simple Scenario
• Scope: Minimal scenario plus
    – Range of products or services
    – Business functions
    – Eligible regions or customer
      types
    – Delivery options
• Suitable for
    – Any business: E-Commerce and
      brick-and-mortar
    – Specific products or services
    Martin Hepp,                        53
 mhepp@computer.org
GoodRelations Annotator




http://www.ebusiness-unibw.org/tools/goodrelations-annotator/
    Martin Hepp,                                         54
 mhepp@computer.org
The Comprehensive Scenario
• Scope: Simple scenario plus
    –   Individual products or services
    –   Product features
    –   Pricing, rebates, etc.
    –   Availability
• Suitable for
    – Any business: E-commerce and
      brick-and-mortar
    – Specific products or services
    – Structured product database


    Martin Hepp,                          55
 mhepp@computer.org
osCommerce Extension




http://code.google.com/p/goodrelations-for-oscommerce/

   Martin Hepp,                                      56
mhepp@computer.org
Joomla/VirtueMart Extension




     http://code.google.com/p/goodrelations-for-joomla/

   Martin Hepp,                                           57
mhepp@computer.org
Google Product Feed Converter




                     http://tr.im/sLcX
   Martin Hepp,                          58
mhepp@computer.org
Product Model Data Scenario
• Scope
    – Individual product
      models
    – Quantitative and
      qualitative features
• Suitable for
    – Manufacturers of
      commodities



    Martin Hepp,                       59
 mhepp@computer.org
Others Do Care: Pick-up in Industry
 •    BestBuy
 •    Smart Information Systems
 •    ebSemantics
 •    Yahoo! SearchMonkey
 •    Virtuoso Sponger Cartridges for Amazon, eBay, and
 •    Major German mail order companies
 •    etc.



   Martin Hepp,                                           60
mhepp@computer.org
Yahoo Enhanced by SearchMonkey




   Martin Hepp,                    61
mhepp@computer.org
Yahoo Enhanced SearchMonkey




   Martin Hepp,                    62
mhepp@computer.org
Linked Open Commerce Dataspace



         http://loc.openlinksw.com/sparql




   Martin Hepp,                             63
mhepp@computer.org
Linked Open Commerce Dataspace




           http://loc.openlinksw.com/sparql
   Martin Hepp,                               64
mhepp@computer.org
Conclusion
Today: Loss of Variety and Detail
Many Different                       Variety in
  Products                          Preferences
                       Web Search




Manufacturers &                     Consumers
   Retailers
     Martin Hepp,                                 66
  mhepp@computer.org
2010: Point-to-Point Commerce
Many Different             Variety in
  Products                Preferences




Manufacturers &           Consumers
   Retailers
     Martin Hepp,                       67
  mhepp@computer.org
Why Should I Bother?
 • Web Shops: Better visibility in latest generation
   search engines (e.g. Yahoo)
     – Same holds for any business that has a Web page,
       from A as in Amusement Park to Z as in Zoo.
 • Manufacturers: Allow your retailers to reuse
   product feature data with minimal overhead at
   both ends.
 • Software Developers: Help your customers to
   use and generate Semantic Web data. It’s easy!

   Martin Hepp,                                           68
mhepp@computer.org
What Should I Do?
 • Web Shops: Create a GoodRelations data dump of
   your range of offers (rather simple)
 • Vendors of Web Shop Software: Create
   GoodRelations import and export interfaces (we can
   help you with that)
 • Every Business: Ask your webmaster to create at
   least a basic description of your range of products or
   services
 • Entrepreneurs: Invent new business models based
   on GoodRelations data

   Martin Hepp,                                             69
mhepp@computer.org
Part VII: The Sky Is the Limit

 Semantics in Affiliate Models,
  Serendipity, Matchmaking
Thank you!
                        http://purl.org/goodrelations/

                          Prof. Dr. Martin Hepp
             Chair of General Management and E-Business
             Universitaet der Bundeswehr University Muenchen
                       Werner-Heisenberg-Weg 39
                       D-85579 Neubiberg, Germany
                        Phone: +49 89 6004-4217
                           Fax: +49 89 6004-4620
                     http://www.unibw.de/ebusiness/

             http://purl.org/goodrelations/
                          mhepp@computer.org
   Martin Hepp,                                                71
mhepp@computer.org
Bonus Track: Tools and Resources
Additional Information
 • Web Page
   – Ontology
   – Language Reference
   – Primer
   – Recipes
   – Wiki




                     http://purl.org/goodrelations/

   Martin Hepp,                                       73
mhepp@computer.org
GoodRelations User‘s Guide („Primer“)




  http://www.heppnetz.de/projects/goodrelations/primer/
                                                          74
GoodRelations Cookbook:
              Recipes & Examples
http://www.ebusiness-unibw.org/wiki/GoodRelations#Recipes_and_Examples




   Martin Hepp,                                                  75
mhepp@computer.org
GoodRelations Annotator




http://www.ebusiness-unibw.org/tools/goodrelations-annotator/
    Martin Hepp,                                         76
 mhepp@computer.org
GoodRelations Validator




http://www.ebusiness-unibw.org/tools/goodrelations-validator/
    Martin Hepp,                                          77
 mhepp@computer.org
RDF2dataRSS Tool




     http://www.ebusiness-unibw.org/tools/rdf2datarss/

   Martin Hepp,                                          78
mhepp@computer.org
osCommerce Extension




http://code.google.com/p/goodrelations-for-oscommerce/

   Martin Hepp,                                      79
mhepp@computer.org
Joomla/VirtueMart Extension




     http://code.google.com/p/goodrelations-for-joomla/

   Martin Hepp,                                           80
mhepp@computer.org
Thank you!
                        http://purl.org/goodrelations/

                          Prof. Dr. Martin Hepp
             Chair of General Management and E-Business
             Universitaet der Bundeswehr University Muenchen
                       Werner-Heisenberg-Weg 39
                       D-85579 Neubiberg, Germany
                        Phone: +49 89 6004-4217
                           Fax: +49 89 6004-4620
                     http://www.unibw.de/ebusiness/

             http://purl.org/goodrelations/
                          mhepp@computer.org
   Martin Hepp,                                                81
mhepp@computer.org

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Product Variety, Consumer Preferences, and Web Technology: Can the Web of Data Reduce Price Competition and Increase Customer Satisfaction?

  • 1. Product Variety, Consumer Preferences, and Web Technology: Can the Web of Data Reduce Price Competition and Increase Customer Satisfaction? September 2, 2009, Linz, Austria Martin Hepp http://www.unibw.de/ebusiness/
  • 2. Part I: Diversity in Markets The specificity of exchanged goods has kept on growing...
  • 3. Specificity How much you loose when you can‘t use a good for what it was designed. Martin Hepp, 3 mhepp@computer.org
  • 4. Growth in Specificity Reason # 1: Division of Labor Martin Hepp, 4 mhepp@computer.org
  • 5. Range of Production on the Level of the Overall Economy Parts = N * c x Similarity of components weakens the effect. N = Number of Commodities c = Number of Components per Level of Division of Labor x = Depth of the Division of Labor Martin Hepp, 5 mhepp@computer.org
  • 6. Growth in Specificity Reason # 2: Technical Advancement and Innovation Martin Hepp, 6 mhepp@computer.org
  • 7. 1920: 5168 Types of Goods Martin Hepp, 7 mhepp@computer.org
  • 8. Growth in Specificity Reason # 3: Logistics Temporal Constraints etc. Martin Hepp, 8 mhepp@computer.org
  • 9. Growth in Specificity Reason # 4: Wealth Abraham H. Maslow (1908-1970) A Theory of Human Motivation (1943) Martin Hepp, 9 mhepp@computer.org
  • 10. Examples Martin Hepp, 10 mhepp@computer.org
  • 11. Examples Martin Hepp, 11 mhepp@computer.org
  • 12. Examples Martin Hepp, 12 mhepp@computer.org
  • 13. Specificity Increases the Search Space Martin Hepp, 13 mhepp@computer.org
  • 14. Multi-Dimensional Trade-Off Problems • Product Features • Price • Services • Logistics • Preferences regarding business partners • Etc. Martin Hepp, 14 mhepp@computer.org
  • 15. Part II: E-Commerce on the Web
  • 16. History Lesson: Search for Suppliers 1992: 1 Week 2009: 1 Minute Martin Hepp, 16 mhepp@computer.org
  • 17. But: Search for Suppliers, 2009 Martin Hepp, 17 mhepp@computer.org
  • 18. Limitations of the Web, 2009
  • 19. No Unified View: Jumping Back and Forth Across Data Silos Site Page Page Search Engine Results Search Engine Results 1 1 2 Search Engine Results Search Engine Results Page Page 3 4 Site Page 2 5 Site Page Page Page 3 6 7 8 Martin Hepp, 19 mhepp@computer.org
  • 20. We know the best hits only when done. Site Page Page 1 1 2 Search Engine Results Page Page 3 4 Site Page 2 5 Site Page Page Page 3 6 7 8 Martin Hepp, 20 mhepp@computer.org
  • 21. Specificity vs. Keyword-based Search • Synonyms • Homonyms • Multiple languages • No parametric search Martin Hepp, 21 mhepp@computer.org
  • 22. Limited Ability to Reuse Data Martin Hepp, 22 mhepp@computer.org
  • 23. The Web: A Bottleneck for Sharing Product Data Martin Hepp, 23 mhepp@computer.org
  • 24. Challenge: Web-wide Product Search • Find all MP3 players that have a USB interface and a color display, and sort them by weight (lightest first). ...on a Web Scale! Martin Hepp, 24 mhepp@computer.org
  • 25. Today: Loss of Variety and Detail Many Different Variety in Products Preferences Web Search Manufacturers & Consumers Retailers Martin Hepp, 25 mhepp@computer.org
  • 26. What’s the Consequence? Martin Hepp, 26 mhepp@computer.org
  • 27. Effect: Overly Price Competition Only 1 – 2 Product Models Considered Comparison Shopping on the Small Subset Martin Hepp, 27 mhepp@computer.org
  • 28. This will change soon. Actually, very soon.
  • 29. Deep Comparison Shopping Search Engine Results Site Site Site 3 1 2 Page Page Page 6 5 1 Page Page 7 3 Page 2 Page Page 8 4 Martin Hepp, 29 mhepp@computer.org
  • 30. Part III: The Web of Linked Data
  • 31. The World Wide Web, Essentially: Turn References in Documents from Road Signs into Roads Click! Martin Hepp, 31 mhepp@computer.org
  • 32. The Web of Linked Data, Essentially: 1. Cluster Web links by what they mean 2. Use URIs to indicate the type of links 3. Use HTTP URIs so that it is quick and easy to explore what this URI means. 4. Make clear whether you are referring to something or its representation. Martin Hepp, 32 mhepp@computer.org
  • 33. The Web of Linked Data, Essentially: 1. Cluster Web links by what they mean 2. Use URIs to indicate the type of links 3. Use HTTP URIs so that it is quick and easy to explore what this URI means. 4. Make clear whether you are referring to something or its representation. Martin Hepp, 33 mhepp@computer.org
  • 34. The Web of Linked Data, Essentially: 1. Cluster Web links by what they mean 2. Use URIs to indicate the type of links 3. Use HTTP URIs so that it is quick and easy to explore what this URI means. 4. Make clear whether you are referring to something or its representation. Martin Hepp, 34 mhepp@computer.org
  • 35. Technical Effects & Working Assumption • This will reduce the computational complexity of processing, combining, reusing data on a Web scale Martin Hepp, 35 mhepp@computer.org
  • 36. Core Web of Linked Data Technology Pillars • URIs for everything • RDF: A data model for exchanging conceptual graphs based on triples – Triple: (Subject, Predicate, Object) – Exchange syntax: RDF/XML, N3, etc. • RDFS and OWL: Formal languages for that help reduce ambiguity and codify implicit facts – foo:human rdfs:subClassOf foo:mammal • SPARQL: Standardized query language and endpoint interface for RDF data • LOD Principles: Best practices for keeping the current Web and the Web of Data compatible Martin Hepp, mhepp@computer.org 36
  • 37. Part IV: E-Commerce on the Web of Linked Data
  • 38. E-Commerce on the Web of Linked Data Martin Hepp, 38 mhepp@computer.org
  • 39. Discovery Effort Martin Hepp, 39 mhepp@computer.org
  • 40. Both Sides Can Help Build a Bridge Martin Hepp, 40 mhepp@computer.org
  • 41. What Do We Need? • Vocabularies • Tools – Product or service • Applications types – Businesses – Offerings • Data Sets – Product model data – Businesses, contact details, opening hours – Offering data Martin Hepp, 41 mhepp@computer.org
  • 42. Part V: The GoodRelations Vocabulary and Data Space
  • 43. GoodRelations: A Unified View on Commerce Data on the Web Extraction Arbitrary Query and Reuse Manufacturers Retailers Payment Delivery Product Model Warranty Master Data Shop Spare Parts & Offerings Auctions Consumables Martin Hepp, 43 mhepp@computer.org
  • 44. On the Shoulders of Giants A Unified View of Commerce Data on the Web Martin Hepp, 44 mhepp@computer.org
  • 45. The GoodRelations Vocabulary • A universal and free Web vocabulary for adding product and offering data to your Web pages. • Compatible with all relevant W3C standards and recommendations – RDF – OWL http://purl.org/goodrelations/ Martin Hepp, 45 mhepp@computer.org
  • 46. GoodRelations Design Principles • Keep simple things Lightweight Heavyweight simple and make Web of Data Web of Data complex things possible LOD OWL DL • Cater for LOD and OWL RDF + a little bit DL worlds • Academically sound • Industry-strength engineering • Practically relevant Martin Hepp, 46 mhepp@computer.org
  • 47. Albert Einstein on Schema Design "Make everything as simple as possible, but not simpler.“ Albert Einstein Martin Hepp, 47 mhepp@computer.org
  • 48. Basic Structure of Offers Object or Agent 1 Promise Happening Compensation Transfer of Rights Agent 2 Martin Hepp, 48 mhepp@computer.org
  • 49. Data, Standards, Ontologies Martin Hepp, 49 mhepp@computer.org
  • 50. GoodRelations: License • Permanent, royalty-free access for commercial and non-commercial use. http://purl.org/goodrelations/ Martin Hepp, 50 mhepp@computer.org
  • 51. Domain Structure and Use Cases
  • 52. The Minimal Scenario • Scope – Business entity – Points-of-sale – Opening hours – Payment options • Suitable for – Every business – E-commerce and brick-and-mortar Martin Hepp, 52 mhepp@computer.org
  • 53. The Simple Scenario • Scope: Minimal scenario plus – Range of products or services – Business functions – Eligible regions or customer types – Delivery options • Suitable for – Any business: E-Commerce and brick-and-mortar – Specific products or services Martin Hepp, 53 mhepp@computer.org
  • 55. The Comprehensive Scenario • Scope: Simple scenario plus – Individual products or services – Product features – Pricing, rebates, etc. – Availability • Suitable for – Any business: E-commerce and brick-and-mortar – Specific products or services – Structured product database Martin Hepp, 55 mhepp@computer.org
  • 57. Joomla/VirtueMart Extension http://code.google.com/p/goodrelations-for-joomla/ Martin Hepp, 57 mhepp@computer.org
  • 58. Google Product Feed Converter http://tr.im/sLcX Martin Hepp, 58 mhepp@computer.org
  • 59. Product Model Data Scenario • Scope – Individual product models – Quantitative and qualitative features • Suitable for – Manufacturers of commodities Martin Hepp, 59 mhepp@computer.org
  • 60. Others Do Care: Pick-up in Industry • BestBuy • Smart Information Systems • ebSemantics • Yahoo! SearchMonkey • Virtuoso Sponger Cartridges for Amazon, eBay, and • Major German mail order companies • etc. Martin Hepp, 60 mhepp@computer.org
  • 61. Yahoo Enhanced by SearchMonkey Martin Hepp, 61 mhepp@computer.org
  • 62. Yahoo Enhanced SearchMonkey Martin Hepp, 62 mhepp@computer.org
  • 63. Linked Open Commerce Dataspace http://loc.openlinksw.com/sparql Martin Hepp, 63 mhepp@computer.org
  • 64. Linked Open Commerce Dataspace http://loc.openlinksw.com/sparql Martin Hepp, 64 mhepp@computer.org
  • 66. Today: Loss of Variety and Detail Many Different Variety in Products Preferences Web Search Manufacturers & Consumers Retailers Martin Hepp, 66 mhepp@computer.org
  • 67. 2010: Point-to-Point Commerce Many Different Variety in Products Preferences Manufacturers & Consumers Retailers Martin Hepp, 67 mhepp@computer.org
  • 68. Why Should I Bother? • Web Shops: Better visibility in latest generation search engines (e.g. Yahoo) – Same holds for any business that has a Web page, from A as in Amusement Park to Z as in Zoo. • Manufacturers: Allow your retailers to reuse product feature data with minimal overhead at both ends. • Software Developers: Help your customers to use and generate Semantic Web data. It’s easy! Martin Hepp, 68 mhepp@computer.org
  • 69. What Should I Do? • Web Shops: Create a GoodRelations data dump of your range of offers (rather simple) • Vendors of Web Shop Software: Create GoodRelations import and export interfaces (we can help you with that) • Every Business: Ask your webmaster to create at least a basic description of your range of products or services • Entrepreneurs: Invent new business models based on GoodRelations data Martin Hepp, 69 mhepp@computer.org
  • 70. Part VII: The Sky Is the Limit Semantics in Affiliate Models, Serendipity, Matchmaking
  • 71. Thank you! http://purl.org/goodrelations/ Prof. Dr. Martin Hepp Chair of General Management and E-Business Universitaet der Bundeswehr University Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/ mhepp@computer.org Martin Hepp, 71 mhepp@computer.org
  • 72. Bonus Track: Tools and Resources
  • 73. Additional Information • Web Page – Ontology – Language Reference – Primer – Recipes – Wiki http://purl.org/goodrelations/ Martin Hepp, 73 mhepp@computer.org
  • 74. GoodRelations User‘s Guide („Primer“) http://www.heppnetz.de/projects/goodrelations/primer/ 74
  • 75. GoodRelations Cookbook: Recipes & Examples http://www.ebusiness-unibw.org/wiki/GoodRelations#Recipes_and_Examples Martin Hepp, 75 mhepp@computer.org
  • 78. RDF2dataRSS Tool http://www.ebusiness-unibw.org/tools/rdf2datarss/ Martin Hepp, 78 mhepp@computer.org
  • 80. Joomla/VirtueMart Extension http://code.google.com/p/goodrelations-for-joomla/ Martin Hepp, 80 mhepp@computer.org
  • 81. Thank you! http://purl.org/goodrelations/ Prof. Dr. Martin Hepp Chair of General Management and E-Business Universitaet der Bundeswehr University Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/ mhepp@computer.org Martin Hepp, 81 mhepp@computer.org