Presentation at the workshop in Aarhus may 26, 2009 - arranged by the Central Denmark Region and the city of Shanghai

1. LaMOC-A Location Aware Mobile
Cooperative System
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2. Why Integrate Context, Information and Service Together？
Information，Mobile Users，Internet
Information Mobile Users Internet Services：Increase Rapidly！
CNNIC： Till the end of 2008, the Everbright Securities : China CATR,MII： The proportion of
total number of websites in China has met a rapid growth in
p g value-added services and
had exceeded 16 billion, which is the number of mobile users, telecommunications revenue is
90% higher than that in 2007. which is expected to reach experiencing a continuous
780 million in 2010. increase.
120000 用户数：万 收入：亿 12000
100000 10000
80000 8000
60000 6000
40000 4000
20000 2000
0 0
2005年2006年2007年2008年2009年2010年
固定用户 移动用户 电信收入
Searching for useful information takes time and Positioning service takes time nowadays!
time,

3. Why Integrate Context, Information and Service Together？
Knowledge-based
and Context-aware
Services 3.0 Services
Knowledge-based (PVC)
Services
(Web 2.0) The result of Service
Search will be filtered
Service Search will according to context
Services 2.0 be more accurate and information. person will
Information can b
I f ti be be given the right
General Services Services they need.
deep understanding
(Google) using knowledge-based
technology
Too many services
around us and it
d d
Services 1.0 takes us too long
to find what
we need.
Knowledge-based and
context-aware technology
Knowledge-based Sementic Context-aware Who/When/Where/What/Why

4. Integrate Context, Information and Service Together Improve Service Quality！
AISAS D t 2005
Dentsu
Attention Interest Search Action Share
Interests Aware
Mobile service Search Lost Rate: >80%
Location Aware Info overload Interests lost Service stop!
Context Service
Service A
S i Aware
Mobile service Search Lost Rate: <30%
User behavior Aware Context info recommendation Trigger action
Knowledge+Context aware
Knowledge+Context-aware technology Connect Interest and Action phase and leads services to succeed!

5. LaMOC — What is it？
Expo Oriented Service
Provide map-based services to exhibitors of Expo.
Map-based Service
Take the map as the core to provide the service
service.
A Context-aware Service
Improve service quality with info such as who/When/What
A Collaborative Service
Lead users to communicate and work together as a team.
Supported of Fund by Shanghai Science and Technology Commission
Developed by ECNU, Fudan university, Technical Physics Institute and Alcatel Inc.
A Map based Context aware Service System
Map-based Context-aware System.

6. LaMOC — What does it do？
Basic Map Services
Where am I? How to get to B from A?
Map Search Services
Where is My preferred site? My favorite friends? Search?
Map Recommendatory Services
Try this place？Try this friend？Anything miss?
Map Collaborative Services
Where is my friend? Go together? Shall we assemble ？
Map Knowledge based Services
Knowledge-based
How to get to the train station quickly?
How to leave the Expo ASAP?
Map Engine Context-aware Knowledge
Engine Engine

7. LaMOC — Map Search Service
p
Restaurant
Results results，sorting normally
10000 1 - 10 of thousands
Danish cuisine-1
In Copenhagen, traditional food
Consider User Habits
will be given a high weight his is the restaurant of the
Weights will be j
Consider Location adjusted according
g g Imperial Hotel …
Search to the distances Danish cuisine-2
Consider Time be considered
Surrounding Specialty will This building dates from 1750,
Collaboration
Q&A Consider Present User Context
A restaurant features by Danish time at which…
cuisine have a higher weight Danish cuisine-3
User…Various Context-aware info
Get Routes The host prefers a romantic place,
p p Noma restaurant offers Nordic
so the restaurantthe results！
Constantly optimize boasts fine
Real-time traffic
food that…
Options views of lake will be given a high
Help weight value. Danish cuisine-4
Exit …
Context-aware Engine
g

8. LaMOC — Map Recommendatory Services
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Location Engine
All Clothing food housing transportation
Bind Location and Search Engine Results 1 - 10 of about 1,000
Use Location as the Key Parameter Lo Stivale
What a funny scenario, two
Acquire Surrounding
signs with boots on them hang
Search Mass Information next to each …
Surrounding Himalaya
Collaboration A short flight of stairs leads to
Q&A this basement restaurant, voted
one of the best restaurants …
Get Routes User behavior analysis Sankt Gertruds Kloster
k d l
Real-time traffic
Options Location analysis analysis
Sankt Gertruds Kloster is a part
Help andRecommended the Johansen Restaurant …
of
You can try this ....
Exit Time analysis
(nformation Cassiopeia
recom
mendat
User context analysis ion This trendy restaurant boasts
y
fine views of lake Sct.
Context-aware Engine

9. LaMOC — Map Collaborative Services
p
Team-1 Thomas
Come with Me
Member Localization
Search
Surrounding Collaborative Engine
Collaboration Member Assembling
Q&A
Get Routes
Real-time traffic Guided mode
Options
Help
Exit Walkie-talkie mode

10. LaMOC — Map Knowledge-based Services
p g
Robot： Go ahead 30 meters and turn
right, you'll get the nearest entrance
Robot: I've already notified your group.
Map Engine You nearest comrade has been marked
on the map. He/She is 500 meters away
from you. I've already startup the track
mode.
Search robot: The next advised visit point is
Surrounding Knowledge Engine Chinese Pavilion. The queue there is
shorter.
Collaboration
Q&A
Get Routes Could you tell me the way to the
Real-time traffic nearest entrance of the Expo, please?
Options Context-aware Engine
Could you tell me the location of my
Help
comrades, please?
Exit
What should be my next visit p
y point?

11. System Architecture of LaMOC
y
map- Basic Services
based Route
interface Arrangement Internet
I t t
with multi- Search Services
modal
Query and Search
Recommendatory
Services
collaborative directional data/
Collaborative activities Services mining
Services
Data/Service
Knowledge‐
Knowledge‐based reasoning Feature Extraction
Services Data/Service
LaMOC Semantic Analysis
Data/Service
Deep Mining
Environmental
Context
User Context Intelligent Collaborative
Matching technology Collab
Collab-
Value-added Data/Service
Context
Context-aware Behavior-analysis orative
Collaborative Conflict Engine based on Map
Service-aware Privacy-protection Management technology
Eng
Knowledge-based Context
Map Engine
M E i
gine
t-aware
Recommendatory Context knowledgelization
technology Technology Ontological Semantic
Technology
Know-
Intelligent Q&A
Technology Ledge
Context Database Engine The Basis Map Data -
Knowledge D b
K l d Database GIS / Satellite

12. TG1a: Semantic Text Extraction in Limited Domain
By VOA News 01 May 2009 The number of
confirmed cases of the H1N1 swine flu virus is It is a research on automatic text
rising worldwide -- with nearly all of Mexico, summarization technology as one of
the epicenter of the outbreak, at a standstill in a the classic problems;
bid to contain the illness.
Mexico has confirmed 15 deaths from the virus
virus,
It l
I plans to make a research i a
k h in
but the suspected death toll there is more than
160. Mexican authorities report hundreds of limited domain, like food, text news,
additional cases. etc, aiming to improve the accuracy of
…………. the summarization by domain-specific
knowledge and dynamic weight
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assignment;
News Domain-》Search in hot words-》H1N1 as a hot word
Make an ontology-based semantic
Ontology：H1N1 the sama with Swine influenza，a kind of flu, a ki- analysis to improve the accuracy of
nd of disease words' f
d frequency calculation, thus
l l i h
improving the accuracy of the
News Domain： When,What,Where is important to summarization
summary.
Place importance on the research
about the construct of a dynamic
The number of confirmed cases of the H1N1
weights database and ontology-
swine flu virus is rising worldwide...
Mexico has confirmed 15 deaths… based word-frequency analysis
algorithms.

13. TG1b: Cross-domain Semantic Tagging Technology
gg g gy
The research bases on the fruit of TG1a and expand it
it.
EG： Improve the accuracy of word-frequency by the dynamic
adjustment of weights using the limited-domain + domain-based
knowledge base and the ontology-based semantic technology as
well.
ll
Research on the semantic-based tagging technology, especially the
genetic algorithm of weight and the self-develop algorithm.
ti l ith f i ht d th lf d l l ith
Research the cross-domain tagging optimization technology
1、Cross-Media：
1 Cross Media： Optimize the relationship tagging by the
combination of image and video semantic;
2、Cross-Association： Research the algorithms of tagging optimization
by considering the associated attributes of content;
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3、Cross-Concept： Research the algorithms of tagging optimization by
identifying the affiliation of concepts;
4、Cross-Interaction： Research the feedback optimization algorithms
of tagging adding the comments on the content into consideration
consideration.

14. TG2: User behavior analysis and recommendatory Tech
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Research a complex I t
R h l Interesting
ti
modeling technology combined with
User
dynamic characteristics by Context
constructing static user behavior and Interesting
g Construct Static Behavior
analyzing d
l i dynamic user b h i
i behavior. Modeling
Construct
Dynamic Behavior
Analysis
Research the technology of tagged WHO
information library based on TG1a
y
and TG1b. WHEN Context-aware &
Informati Recommend
on Collaborative
Recommendation
Research the information Recomm WHERE
end
recommendatory technology
technology,
especially the collaborative WHAT semantic information
recommendatory algorithm, the search
resolution of cold start problems, and Cross-domain
Tag the
g semantic tagging
add context-aware technology into
context aware
Informatio Information
recommendatory technology. n Library Library
Construct

15. TG3: Collaborative LBS Technology
gy
This research involves computer-aided collaborative
work, context-aware computing and the processing
and optimization of spatio-temporal data mining
spatio temporal mining.
It mainly focus on the context data modeling in
pervasive environment, and provide flexible and
reusable data model so as to facilitate data
management and share.
g
It focuses on the processing and optimization of
spatio-temporal d t i mobile environments, th t i
ti t l data in bil i t that is,
to process and optimize users' queries while the
possible routes of moving objects are uncertainty.

16. TG4: Privacy Control in Context-aware Technology
y gy
The privacy-protection in context-aware system will face new
challenges:
1） It is difficult to develop an access control policy due to the large
amount of information and the mobile users in the environment；
2） The restrictions on access and the cloaked data aiming to protect
the privacy will inevitably lead to the unavailability of some context
information.
We aim to design a expression for privacy control strategy in context
to realize the simplification of privacy policy by the mapping from
abstract policies to specific policies.
The research on context information privacy p
p y protection technology
gy
bases on the cloaking, mainly focusing on making a balance between
privacy protection and information availability.

17. Institute of Computer Applications, ECNU
p pp ,
1970 1980 1990 2000 2010
， the ICA, ECNU was established with the approval of the MIIT and ECNU.
1985
— From 1995， study multimedia technology, ICA is one of the earliest institutes that engage in multimedia
technology ；
t h l
— From 1998， ICA started the research on collaborative technology as one of the earliest institutes that engage in
collaborative technology ；
— From 2000， ICA began to research on information security and propose a theory of the documents’ full lifecycle
protection ；
— In 2001 ，ICA designed China's first MP3 player
— From 2002， started the research on semantic technology, and combined it with enterprise workflow；
—Since 2004, context-aware, wireless location, and user behavior analysis technologies had been combined with
2004 context-aware location
business services；
— From 2006， more researches had been carried out based on the combination of semantic and context-aware
context-
technology and the EXPO.

18. Thank You！