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Intro to personalisation
 (personalization)


Josef Noll, UNIK


                            22 Sep 2008, Oslo
Personalisation of services

                                                 Combine
  Linking the service world to      ...
WWRF White Paper User profile/Profiling
  Process description
I-centric profile establishment       Service selection proc...
Basis for future vision
    Personalisation is the key for differentiation / individuality
๏
      – based on:
           ...
Reasons supporting the Vision
      Ongoing trends
๏
        –    Individualism
        –    Industry turns to be service ...
Personalised Profile & Context
                                          The preferences and settings of a user are captur...
Personalisation - A user-centric approach


                              Roles,
                            Identities

 ...
Requirements on the User Profile
                                          Expandable user profile to incorporate addition...
The overall user experience
    Usability is extremely important. Ease of use, system
๏
    stability and speed are crucia...
User profiles/profiling -
                                               “Now” - 2008
The comments


 “We have heard all t...
User profiles/profiling -
“We have heard that before, nothing has happened”

 Visions take time to get realised
 Technolog...
User profiles/profiling -
“What is different from others”

  Complexity is ever increasing -> Need for reduction
  Technol...
User profiles/profiling -
“Nobody is willing to pay for it”

“Mobile advertisement is 1000 to 10000 times more valuable
as...
Technology is in place
  Semantics, Web Services,...
  Integration through Ontologies




                            14...
Why Semantics?
 Conceptual Level




                                                                     lunch (.es)
   ...
Interworking
 Semantic Web Services                                                       through Semantic
               ...
Resource Description Framework (RDF)
     W3C recommendation (http://www.w3.org/RDF)
 
     RDF is graphical formalism ( ...
Mobile Semantic Web Services
   Architecture
                                                             WS platform
    ...
Formalisation of Environment (in demo)
Service use
            Expway                           DVB-H ESG          ETSI Sp...
Summary

    WellCom is very good in time for personalisation
    WellCom is participating in key standardisation items
  ...
21
22 Sep 2008, Oslo Meeting
www.itea-wellcom.org




                            22
22 Sep 2008, Oslo Meeting
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Introduction to Personalisation

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ITEA WellCom project, Sep 2008

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Introduction to Personalisation

  1. 1. Intro to personalisation (personalization) Josef Noll, UNIK 22 Sep 2008, Oslo
  2. 2. Personalisation of services Combine Linking the service world to ESG the user preferences - services Enabling secure services - devices Protecting the privacy of the - users user - context STB Context User(s) 2 22 Sep 2008, Oslo Meeting
  3. 3. WWRF White Paper User profile/Profiling Process description I-centric profile establishment Service selection process • focus on user control • based on roles/context Set-up of service profile • service offer • preferences Service usage • group membership • feed-back to user profile User profile 3 22 Sep 2008, Oslo Meeting
  4. 4. Basis for future vision Personalisation is the key for differentiation / individuality ๏ – based on: • Context (social context, terminal and network capabillities, location etc.) • Personal preferences and data (which may vary depending on context) – used for: Presented • Filtering of content in Jan 2003 • Customisation of information presented • Service discovery • Tagging of data Personalisation components ๏ – Rendering – Personal assistants – Context sensors – User profile – Secure and seamless authentication Users involvement ๏ – Have roles (e.g. fisherman,..) according to context and personal preferences – Personal assistant (Avatar) which takes over certain tasks 8.1.2003, Josef Noll Personalisation 4
  5. 5. Reasons supporting the Vision Ongoing trends ๏ – Individualism – Industry turns to be service provider – Specialisation and information overload – Communication capabilities and processors in each device – Network diversity (speed, price…) Need ๏ – Filtering of information, forced by Moore’s law, 3x info/12 months – Adjust to individual roles and situations – Information and services adjusted to user needs How ๏ – Extended user profile and context are basis for individual adjustements, e.g. don’t interrupt from work when fishing Why ๏ – Happy and loyal customers, e.g. trust of secure information handling, services that fulfil specific user needs 8.1.2003, Josef Noll Personalisation 5
  6. 6. Personalised Profile & Context The preferences and settings of a user are captured in the ๏ user profile. Key item: personalisation & context For each user there will be allocated one unique user profile ๏ The user should be able to access to multiple applications ๏ and services anytime, anywhere and on any terminal in the same way he/she is used to independent of device or location adapted to accesses Context User Services 8.1.2003, Josef Noll Personalisation 6
  7. 7. Personalisation - A user-centric approach Roles, Identities User User profile, behaviour privacy Location, Proximity Community Context, Presence 7 22 Sep 2008, Oslo Meeting
  8. 8. Requirements on the User Profile Expandable user profile to incorporate additional ๏ Key item: personalisation & context preferences and settings, e.g. start gymnastics For each application the user profile must contain the ๏ information necessary for the presentation of the application on the terminal types requested by the user. For each application the user profile must contain ๏ application restrictions which specifies the usage restrictions. User profile incorporates personal data such as address ๏ book, telephone list, bookmarks, calendar appointments, personal interests or preferences etc. 8.1.2003, Josef Noll Personalisation 8
  9. 9. The overall user experience Usability is extremely important. Ease of use, system ๏ stability and speed are crucial factors. Complicated procedures associated with set up of systems ๏ inhibits use. Infrastructure and system resources will vary in an ad hoc ๏ (wireless) network, this then is part of a users context and is critical to functionality and overall user experience. Technology must not hamper or complicate personalisation ๏ features/use from a user standpoint. Development must occur in relation to users terms and not defined completely by technology. 8.1.2003, Josef Noll Personalisation 9
  10. 10. User profiles/profiling - “Now” - 2008 The comments “We have heard all that before, but nothing has happened” What is it what you will do which is different from others? “Nobody is willing to pay for it” 10 22 Sep 2008, Oslo Meeting
  11. 11. User profiles/profiling - “We have heard that before, nothing has happened” Visions take time to get realised Technology is in place, Services are coming Mobile phones are becoming the source for Internet and Service access 20-30 % of all phones worldwide will be smartphones by 2009 30 % of mobile users in the Nordic will receive push content by 2010 Market need for personalisation: “Mobile advertisement has to fit to the user, otherwise it will fail completely” [Movation White Paper, Mobile Phone Evolution, April 2007] 11 22 Sep 2008, Oslo Meeting
  12. 12. User profiles/profiling - “What is different from others” Complexity is ever increasing -> Need for reduction Technology is in place -> Semantics, Web Services,... Research projects address adaptation of services towards user needs WWRF A contributors to developments through Celtic, FP6, FP7, ... A mediator between the different views Projects, Standardisation (3GPP, ETSI, ...) A collection of players for enabling user profiles 12 22 Sep 2008, Oslo Meeting
  13. 13. User profiles/profiling - “Nobody is willing to pay for it” “Mobile advertisement is 1000 to 10000 times more valuable as Internet advertisement” [Bjarne Myklebust, NRK] “The chances of annoying customers through mobile advertisements are high. Mobile advertisements have to fit.” “Mobile advertising isn’t only hot, it’s on fire.” [Bena Roberts, GoMo News] Operators launch mobile advertisement companies (Telenor) 13 22 Sep 2008, Oslo Meeting
  14. 14. Technology is in place Semantics, Web Services,... Integration through Ontologies 14 22 Sep 2008, Oslo Meeting
  15. 15. Why Semantics?  Conceptual Level lunch (.es) lunch (.no) Semantic Technologies: Diamond in the Rough? Source: Juan Miguel Gomez, Universidat Carlos III de Madrid
  16. 16. Interworking Semantic Web Services through Semantic Web Bringing the web to its full potential Intelligent Web Web Services Dynamic Services UDDI, WSDL, SOAP Semantic Web WWW Static RDF, RDF(S), OWL URI, HTML, HTTP Semantic Technologies: Diamond in the Rough? Source: Juan Miguel Gomez, Universidat Carlos III de Madrid
  17. 17. Resource Description Framework (RDF) W3C recommendation (http://www.w3.org/RDF)  RDF is graphical formalism ( + XML syntax + semantics)  for representing metadata  for describing the semantics of information in a machine- accessible way  RDF is a basic ontology language  Resources are described in terms of properties and property values using RDF  statements. Statements are represented as triples, consisting of a subject, predicate and  object. [S, P, O] Josef Noll hasName hasAffiliation Josef UniK hasHomePage http://www.unik.no Semantic Technologies: Diamond in the Rough? Source: Juan Miguel Gomez, Universidat Carlos III de Madrid
  18. 18. Mobile Semantic Web Services Architecture WS platform Published in Service Registry Service request Semantic Web Service searches Service Service creates sends to request Discovery Service input for Described Description Web in (.wsdl) Services Service Message Message Exchange Exchange Invocation Client understand s Devices: Mobile & proximity services: uses Service profiles, goals radio, protocols, service capabilities, integration searches communities Platform understands Ontology understands User: roles, expressed in expressed and Requester Service terms of publishes in identities, Ontology terms of Ontology communities Mediation of Ontologies Semantic Description 18 22 Sep 2008, Oslo Meeting
  19. 19. Formalisation of Environment (in demo) Service use Expway DVB-H ESG ETSI Specification: PDF Providers implements Labkit produces represents Source ontology : http://purl.oclc.org/wellcom/esg.owl ESG-XML ESG HTML Documentation: -ScheduleEvent Ontology http://weblrsm.ensiie.fr/wellcom/index.html -Content -Service User & Device STB uses/ gathers imports environment ESG Client UEVE Query/ ESG Store schema Manager Expway stores ESG API Expway ESG Wellcom Ontology Backend Query Backend OWL WellCom Application schemas Web APIs s Semantic Browser http Browser User Device Service Ont. Ont. Ont. 22 Sep 2008, Oslo Meeting
  20. 20. Summary WellCom is very good in time for personalisation WellCom is participating in key standardisation items  ETSI STF 352 (Telenor), standardisation of profile and architecture  WWRF, joint WG1, WG2 and WG7 White Paper on User Profile/ Profiling (UNIK is co-editor) Further references from http://references.jnoll.net  Semantics, see quot;Semantic Service Creation for Mobile Usersquot;, 15. August 2007, Lappeenranta, Finland  User profile, see WWRF (not public, ask Josef)  quot;User Profiles for Mobile Servicesquot;, Seminar: Semantisk web i praksis, Software 2008, Oslo, Februar 2008  ... (sorry for not having mentioned other partner contributions) 20 22 Sep 2008, Oslo Meeting
  21. 21. 21 22 Sep 2008, Oslo Meeting
  22. 22. www.itea-wellcom.org 22 22 Sep 2008, Oslo Meeting

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