Issues and opportunities in designing personalized services, devices and apps for sensor-rich environments in the coming era of the privacy economy, the culture of self and the Internet of ME.

1. Martha
G
Russell
Senior
Research
Scholar,
HSTAR
Execu8ve
Director,
mediaX
at
Stanford
University
November
2015
Global
Sensors
Summit
Personaliza8on
in
Sensor-­‐Rich
Environments

2. In
a
period
of
Exponen8al
Change,
Empowerment
will
accelerate
Abundance
• Exponen8al
Growth
means
our
EARTH
will
have
over
9
Billion
inhabitants
by
2050
• New
algorithms
driving
value
exchanges
• I
will
describe
– Considera8ons
for
personaliza8on
in
sensor-­‐rich
environments
– Request
and
invita8on
• The
algorithm
for
abundance
is
empowerment

6. We
Have
Survived
Previous
Transforma8ons

7. 2
–
4
–
8
–
16
-­‐
?
Zero

8. Prin8ng
. . . to this.From this . . .

10. Personal
wireless
data
systems
Compu8ng
Infrastructure
hTp://www.vaqueronet.com/coloca8ng.php
hTp://www.alpheuscommunica8ons.com
Service Operations
hTp://mashable.com/2009/04/30/facebook-­‐friends-­‐page/
USERS & Social Networks
Technology Infrastructure and Support
Sensors,
data,
algorithms,
compu8ng
pla[orm,
content,
human
behavior,
value

11.
prac8ces
♦
engagements
value
exchange
consent
Natasa
Milic-­‐Frayling,
“Real-­‐Time
Ad-­‐bidding,”
Workshop
on
Meaningful
Consent
in
the
Digital
Economy
2015,
Southampton.

12.
prac8ces
♦
engagements
value
exchange
consent
TECHNOLOGY
MEDIATED
Natasa
Milic-­‐Frayling,
“Real-­‐Time
Ad-­‐bidding,”
Workshop
on
Meaningful
Consent
in
the
Digital
Economy
2015,
Southampton.

13. Prac8ce:
Coupons
Natasa
Milic-­‐Frayling,
“Real-­‐Time
Ad-­‐bidding,”
Workshop
on
Meaningful
Consent
in
the
Digital
Economy
2015,
Southampton.

14. The
Coupon
Ecosystem
CONSUMER
MANUFACTURER’S
CLEARINGHOUSE
RETAIL
CLEARINGHOUSE
RETAILER
MANUFACTURER
COUPON
DATA
PAYMENT
Source:
CoupnInfoNow.com
.

15. The
Coupon
Ecosystem
CONSUMER
MANUFACTURER’S
CLEARINGHOUSE
RETAIL
CLEARINGHOUSE
RETAILER
MANUFACTURER
COUPON
DATA
PAYMENT
CMS:
hTp://www.cms.inmar.com/processinginfo.html;
Pro
Logic
have
process
descrip8on:
hTp://www.prologicredemp8on.com/process.html
Over
2000
manufacturers
issue
300
B
coupons
annually
(e.g.,
P&G,
Hormel,
Miller)
3B
coupons
redeemed
at
250,000
retail
outlets
annually
(e.g.,
Safeway,
CVS)
3B
coupons
processed
at
dozens
of
clearinghouses

16. 2008
Coupon
Revenue
Es8mates
CMS:
hTp://www.cms.inmar.com/processinginfo.html;
Pro
Logic
have
process
descrip8on:
hTp://www.prologicredemp8on.com/process.html
317
B
coupons
issued
at
$1.44
avg.
$456
B
in
coupon
value
2.6
B
coupons
redeemed
at
$1.09
$2.8B
coupon
value
$.08/coupon
handling
=
$208M
manufacturer
retailer
Clearinghouse
revenue
(manufacturer
and
retailer)
Revenue
es8mates:
$135M*
media
(crea8ve,
prin8ng
and
distribu8on)
$1-­‐$2B
(es8mate)
FSI
spending
(90%
of
coupon
dist.)
=
$1B

17. Online
adver8sing
prac8ces
Online
adver8sing
Sponsored
search
(text,
cost-­‐per-­‐click)
Display
ads
(desktop,
mobile,
social,
etc.)
Contextual
ads
(focus
on
relevance
matching)
Guaranteed
delivery
(offline
contracts)
Real-­‐>me
bidding
Technology
enablement:
computa8onal
adver8sing

18. Sponsored
search

19. Sponsored
search

20. Display
ads
–
on
Web
site
pages
Courtesy
of
Financial
Times

21. Mobile
ads
Courtesy
of
Financial
Times

22. Social
ads
www.facebook.com

23. how
does
this
happen?
via
technology
network
provider,
tool
provider,
service
provider,
services’
service
provider,
…
,
client
apps
[
long
value
chain
]

24. Third
par8es
FIRST
PARTY:
New
York
Times
THIRD
PARTIES:
providers
of
content,
ads,
analy8cs

25. Cookie
Visualizer
for
Firefox

26. Cookie
Visualizer
for
Firefox

27. Cookie
Visualizer
for
Firefox

28. Cookie
Visualizer
for
Firefox

29. Green–web
sites
visi8ng
by
a
user
Red–tracking
companies
and
ad
servers
Purple–site
monitoring
and
analy8cs
Visualiza8on
of
the
tracking
network
Natasa
Milic-­‐Frayling,
“Real-­‐Time
Ad-­‐bidding,”
Workshop
on
Meaningful
Consent
in
the
Digital
Economy
2015,
Southampton.

30. Green–web
sites
visi8ng
by
a
user
Red–tracking
companies
and
ad
servers
Purple–site
monitoring
and
analy8cs
www.forbes.com
Natasa
Milic-­‐Frayling,
“Real-­‐Time
Ad-­‐bidding,”
Workshop
on
Meaningful
Consent
in
the
Digital
Economy
2015,
Southampton.

31. Green–web
sites
visi8ng
by
a
user
Red–tracking
companies
and
ad
servers
Purple–site
monitoring
and
analy8cs
www.doubleclick.com
Natasa
Milic-­‐Frayling,
“Real-­‐Time
Ad-­‐bidding,”
Workshop
on
Meaningful
Consent
in
the
Digital
Economy
2015,
Southampton.

32. Ecosystem

34. Business
Ecosystem
Natasa
Milic-­‐Frayling,
“Real-­‐Time
Ad-­‐bidding,”
Workshop
on
Meaningful
Consent
in
the
Digital
Economy
2015,
Southampton.

35. Business
Ecosystem
WEB
SITE
THIRD
PARTY
ONLY
TRACKER/AD
EXCHANGE
DUAL
ROLE
Natasa
Milic-­‐Frayling,
“Real-­‐Time
Ad-­‐bidding,”
Workshop
on
Meaningful
Consent
in
the
Digital
Economy
2015,
Southampton.

36. Pla[orm
Economies/API
Ecosystems

37. Across
the
spectrum
of
sensor-­‐rich
environments
in
learning,
commerce
and
entertainment

38. Apps
and
systems
learn
about
their
users
and
promote
emo8onal
bonds

39. Digi8zing
the
Human
Experience

40. Context
drives
meaning
of
data

41. Inten8on
drives
the
value

42. CSLI
Eng
EE Psy
Ed
SSP
SCIL
SCAnS
PBLL
GSB
Ling
CHIMe
Art
Discovery Collaborations
Span Stanford Labs
School of Education;
Education and
Learning Sciences
Digital Art
Center
Graduate School
Of Business
Communication Between Humans
and Interactive Media
Stanford Center
for Innovations
in Learning
Project Based
Learning
Laboratory
Symbolic
Systems Program
Engineering
& Product
Design
Center for the Study Of
Language & Information
Stanford Center for
Anatomical Imaging
Computer
Science
Psychology
Linguistics
Phil
Philosophy
Law
Center for
Legal
Informatics
LIFE
Learning in Informal and
Formal Environments
CS
Electrical Engineering
SHL Stanford Humanities Lab
VHIL
Virtual Human
Interaction Lab
PBLL
Work
Technology &
Organization
CIBR
Interdiscipinary
Brain Research
Center
Des Stanford Joint
Program in Design
d.school
at S T A N F O R D U N I V E R S I T Y

43. Memberships
for
Discovery
Collabora8ons

44. Smart Spaces
Connected Productivity Platforms
Interpersonal Presence Environments
Augmented Personal Intelligence and Wellness
Smart
Spaces

45. Health Care
Image Recognition
Elder Care
Software
Quantified Self
Internet
Apps
Venture Capital
Biometrics
Ticketing
NFC
Governments
Homeland Security
Public Safety
Mobile
SaaS
Clean Technology
Digital Media
Video
CRM
Big Data
Pets
Technology
Social Media
Crowdfunding
Consumer Electronics
Wearables
Bluetooth Smart
Telecommunications
Internet Infrastructure
Small and Medium Businesses Retail
Health Care Information Technology
Enterprise Software
Hardware
SensorsInternet of Things
Environmental Innovation
Sports
Fitness
Personal Health
Social Media Marketing
Music
Mobile Payments
ICT
Energy Efficiency
Analytics
Retail Technology
Mobile Commerce
Cloud Data Services
Bitcoin
Industrial Automation
Automotive
New Product Development
Food and Beverages
RFID
Vending and Concessions
Mobile Advertising
Location Based Services
Internet TV
Aerospace
Smart Building
Motors
Construction
Agriculture
Indoor Positioning
Outdoors
Entertainment Industry
Gamification
Serious Games
Tracking
Defense
Mobile Health
Brand Marketing
QR Codes
Kids
Social Media Platforms
PaaS
Sales and Marketing
Development Platforms
Social Games
Families
Predictive Analytics
Navigation
Sporting Goods
Tennis
Ibeacon
Mobile Security
Internet Service Providers
Adventure Travel
Smart Grid
Communications Hardware
Energy Management
Health and Wellness
mHealth
Electronics
Digital Entertainment
Semiconductors
Manufacturing
Restaurants
Consulting
E-Commerce
Android
Robotics
Cloud Computing
Tablets
Hardware + Software Social Commerce
Content
3D
Parenting
Network Security
B2B
Music Services
Artificial Intelligence
Pervasive Computing
Diagnostics
Industrial
Data Center Infrastructure
Content Delivery
Medical Devices
Mobile Emergency&Health
Hospitality
Advertising Platforms
Public Transportation
Supply Chain Management
Embedded Hardware and Software
Home Automation
Infrastructure
Transportation
Spain
Finance Technology
Advertising
Mobile Enterprise
Mobility
Musical Instruments
Pharmaceuticals
Logistics
Shipping
SMS
Veterinary
Developer APIs
Clean Energy
Messaging
Application Platforms
Gift Card
Browser Extensions
Audio
New Technologies
Collectibles
Security
Storage
Information Technology
Web Development
Web Hosting
Productivity Software
Ambient
Wind
Unifed Communications
Enterprise Security
iPad
iOS
iPhone
Maps
Real Time
Hospitals
Networking
Cloud Management
Social Network Media
Synchronization
Mobile Infrastructure
Television
Mobile Devices
Crowdsourcing
App Marketing
File Sharing
Gps
App Stores
Education
Business Services
Gadget
Energy
Mobile Games
Mobile Video
DIY
Big Data Analytics
VoIP
Wine And Spirits
Nightclubs
Human Computer Interaction
Chat
Augmented Reality
Video Streaming
Mobile Shopping
High Tech
Bridging Online and Offline
Entertainment
Oil and Gas
Events
Deals
Platforms
Deep Information Technology
Marketplaces
Proximity Internet
Identity Management
Recycling
Computer Networks
Nonprofits
Wireless Sensor Networks
Bluetooth
Digital Health
Connected Devices
Smart Home
Computer Vision
Semiconductor Manufacturing Equipment
Mobile Application
Sports Equipment
Enterprise Resource Planning
Banking
P2P Money Transfer
Financial Technology
Innovation Engineering
UHB LEDs Procurement
Intelligent Systems
Baby Safety
Streetwear
Action Sports
Physical Therapists
Ad Targeting
Travel
Business Travelers
Water
IT Management
3D Printing
Virtualization
Tourism
Art
Financial Services
Cloud Infrastructure
Display Advertising
Proximity Services
Drones
Gis
Parking
Mining Technologies
Health And Safety
Communications Infrastructure
Smart City
Smart Cities
Artificial Neural Networks
Peer-to-Peer
Local Advertising
Power Sports
Motorsport
Data Mining
Payment Systems
Global
Windows 8
Social Network
Cars
Curated Web
None
Connected Gadgets
Humanitarian
Cell Phones
Luxury
Billing
Data
Biotechnology
Nanotechnology
Biotechnology and Semiconductor
Marine Equipment
Ocean Economy
Online Marketplaces
Consumer Electronic Accessories
Algorithms
Signal Processing
Digital Communications
Law Enforcement
Travel & Tourism
Impact Investing
Home & Garden
Air Pollution Control
Design
Publishing
Racing
Bicycles
Consumer Goods
Gift Registries
Wearable Technologies
Private Social Networking
Lead Management
Collaboration
Mobile Software Tools
Databases
Payments
Mobile Technology
Video Games
Toys
Online Auctions
Creative
M2M
Consumer Engagement
Advertising Networks
Interface Design
Loyalty Programs
Fashion
Lighting
Optical Communications
Movement Capture
Gas
Computers
Real Estate
Solar
Aging in Place
Wholesale
Business Analytics
Business Intelligence
Content Discovery
Diabetes
Insurance
Connected Cars
Mechanical Solutions
Health and Insurance
Batteries
Communities
Senior Citizens
Senior Health
Comparison Shopping
Reviews and Recommendations
Web Design
Online Rental
Point of Sale
Data Center Automation
Online Travel
Hotels
Specialty Retail
WIRELESS
STARTUPS
Innova8on
Ecosystems
Network,
Market
Focus
of
Startups,
March
2015
Data

46. Big DataInternet of ThingsBitcoin
Health Care Information Technology
Nonprofits
Wireless Sensor Networks
Mobile
Health CareDigital Health
Environmental Innovation
Connected Devices
Electronics
Shipping
Security
Consumer Electronics
Computer Vision
Semiconductor Manufacturing Equipment
Big Data Analytics
Medical Devices
Energy Management
Enterprise Software
Education
Intelligent Systems
Home Automation
Baby Safety
Mobile Health
Predictive AnalyticsSporting Goods
Streetwear
Action Sports
Health and Wellness
Wearables
Industrial Automation
Agriculture
Gamification
Physical Therapists
Ad Targeting
Artificial Intelligence
Smart Home
Water
SaaS
Retail Technology
Smart Building
Drones
Gis
Analytics
Parking
Robotics
Smart City
Smart Cities
Wine And Spirits
Artificial Neural Networks
Automotive
Power Sports
Motorsport
Data Mining
Global
Quantified Self
Gadget
Hardware + Software
Ibeacon
Productivity Software
Technology
Luxury
Embedded Hardware and Software
Hardware
Location Based Services
Proximity Services
Biotechnology
Nanotechnology
Diagnostics
Biotechnology and Semiconductor
Clean Technology
Marine Equipment
Ocean Economy
Travel
Algorithms
Signal Processing
Impact Investing
Cloud Infrastructure
Home & Garden
Air Pollution Control
Wireless
Tracking
Sports
Fitness
Industrial
Energy Efficiency
Software
Energy
Online Auctions
Interface Design
Social Media
Fashion
Movement Capture
Communications Infrastructure
Gas
Solar
Governments
Maps
Digital Media
Diabetes
Image Recognition
Defense
Oil and Gas
Insurance
Connected Cars
Mechanical Solutions
Personal Health
Social Media Marketing
Aerospace
Homeland Security
Food and Beverages
Outdoors
Entertainment Industry
Kids
Navigation
Tennis
Indoor Positioning
mHealth
Semiconductors
Content
3D
Mobile Advertising
Pervasive Computing
Pharmaceuticals
Logistics
Developer APIs
Ambient
Wind
Enterprise Security
Real Time
Hospitals
Television
Tablets
DIY
Transportation
Networking
Human Computer Interaction
Mobile Games
Augmented Reality
Video Streaming
Smart Grid
iPhone
Bridging Online and Offline
Entertainment
Music
Telecommunications
SENSORS
STARTUPS
Innova8on
Ecosystems
Network,
Market
Focus
of
Startups,
March
2015
Data

47. SECURITY
STARTUPS
Innova8on
Ecosystems
Network,
Market
Focus
of
Startups,
March
2015
Data

48. DATA
PRIVACY
STARTUPS
Innova8on
Ecosystems
Network,
Market
Focus
of
Startups,
March
2015
Data

49. Private Social Networking
E-Commerce
Digital Media
Quantified Self
SaaS
Marketplaces
Health Care
Health Care Information Technology
Mobile Health
Payments
Bitcoin
Content
Social Games
Mobile Games
Social Media
Analytics
Games
Big Data
Consumer Electronics
Mobile
Search
Enterprise Software
Web Development
Hardware + Software
Hardware
Art
Mobile Advertising
Location Based Services
Social Media Platforms
iPhone
Content Discovery
Cloud Data Services
Messaging
Medical Devices
B2B
Corporate Training
Sales and Marketing
Bridging Online and Offline
Contact Management
Consumer
Startups
Advertising
Cloud Computing
Mobile Application
Software
Kids
Parenting
Technology
Telecommunications
Finance Technology
Professional Networking
Mom
Information Security
Outdoors
Travel
Photo Sharing
PaaS
Crowdfunding
Security
Android
Apps
Computer Vision
Communities
Productivity Software
Navigation
Tracking
iOS
Reviews and Recommendations
Crowdsourcing
Nightclubs
Algorithms
CRM
Email
Social Network Media
Business Services
Peer-to-Peer
Virtual Worlds
Online Auctions
Luxury
Connected Devices
Storage
Open Source
Photo Editing
Classifieds
Data Security
Personal Data
Identity Management
Cryptocurrency
Group SMS
Lead Generation
Legal
Lifestyle
Reputation
Software Compliance
Fraud Detection
Internet Infrastructure
Cell Phones
Personalization
Families
Chat
Hosting
Mobile Security
Batteries
Internet
Data Privacy
Networking
Cloud Management
Enterprise Security
Content Sharing
Curated Web
Shopping
File Sharing
Web Hosting
Social Media Monitoring
Consumer Electronic Accessories
Cyber Security
VoIP
Browser Extensions
Deep Information Technology
Internet Service Providers
Consumer Internet
Elderly
Facebook Applications
iPad
Cloud Security
Synchronization
Consumers
Identity
Online Identity
Flash Sales
PRIVACY
STARTUPS
Innova8on
Ecosystems
Network,
Market
Focus
of
Startups,
March
2015
Data

50. PERSONALIZATION
STARTUPS
Innova8on
Ecosystems
Network,
Market
Focus
of
Startups,
March
2015
Data

51. New
Algorithm
–
Blended
Iden8ty

52. Iden8ty
is
Dynamic:
Mo8va8on
&
Persuasion

53. New
Algorithm
-­‐
Shared
ATen8on
Cogni8ve
and
Affec8ve
Load

54. New
Algorithm
Total
Engagement

55. New
Algorithm
–
I
AM
my
Content
Personaliza8on
of
the
Algorithm

56. New
Algorithm
-­‐
No
Forgewng

57. Personal
Data
is
the
New
GOLD!
Abundant
Opportunity
Abundance
Depends
on
Empowerment

58. Sensor-­‐based
services
and
interac8ve
experiences
contain
embedded
code

59. Evolu8on
toward
device-­‐level
control

60. Dawn
of
the
Privacy
Economy

61. People
organize
by
Ideas
Inspira8on
Opportunity
Meaning
Velocity
Trust
Technology
Access
Dawn
of
New
User
Ecosystems

62. Empower
=
Embed
Digital
Rights
Consumer Bill
of Digital Rights
Information Disclosure
Confidentiality of Information
Security of Information
Participation in Advertising Decisions
Respect and Nondiscrimination
Complaints and Appeals

63. Relevant for Sensors Global Summit?
• Wireless sensor technologies are part of
complex ecosystems of products & services
• Their use and meaning is influenced by
culture, by emotion, and by business models
• Many rights and permissions are “baked in”
– During the design processes
– During the integration processes
– During the pricing processes
– During the distribution processes

64. Sensor
ecosystems,
their
pla[orms,
devices
and
APIs
exist
in
the
context
of
People
and
Communi8es

65. Design
and
develop
with
human
rights
and
empowerment
as
guiding
principles.
Enable
stories
about
the
future
we
want
to
create.

66. • November
16
– The
Experience
of
Immersion
• November
19
– Pla[orms
for
Collabora8on
and
Produc8vity
Upcoming

67.
Thank
You
Martha
G
Russell
Martha.russell@stanford.edu
#martharussell

68. Thank
you
Discovery
Collabora8ons
What
can
we
do
together
that
neither
of
us
could
do
alone?
Martha.Russell@stanford.edu
650-­‐646-­‐1331