2. Motivation
• Today's 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)
3. 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).
4. 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.
7. 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
8. 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
9. 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
10. WP3 – Ontology and Data
repository
• 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.
11. 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
12. WP4 – Channel Model
Classification 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
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13. 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
14. WP5 – Weaver
Weaver – 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
15. 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.
16. WP6 – Communication Patterns
In software engineering, a design pattern is a general reusable solution to a
commonly occurring problem within a given context in software design. A
design pattern is not a finished design that can be transformed directly into
code. It is a description or template for how to solve a problem that can be used
in many different situations. So patterns are formalized best practices that you
must implement yourself in your application.
Based on this definition of Software design patterns we introduce at this point
the idea of the communication patterns.
Software Communication
Design Patterns Patterns
17. 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.
19. WP7 – Implementation and
Testing
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
20. 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
21. 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
22. 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
23. WP11 – Exploitation
Develop a comprehensive exploitation and
business plan
– Product Description
– Unique Selling Point
– Technology & Innovation
– Marketing and Sales
– Team
– Business Plan
24. 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
