Introduction to Personalisation

22
Intro to personalisation (personalization) 22 Sep 2008, Oslo Josef Noll, UNIK
  • date post

    19-Oct-2014
  • Category

    Technology

  • view

    851
  • download

    1

description

ITEA WellCom project, Sep 2008

Transcript of Introduction to Personalisation

Page 1: Introduction to Personalisation

Intro to personalisation (personalization)

22 Sep 2008, Oslo

Josef Noll, UNIK

Page 2: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

Personalisation of services

Combine - services - devices - users - context

User(s)Context

ESG

STB

2

Linking the service world to the user preferences

Enabling secure services Protecting the privacy of the user

Page 3: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

I-centric profile establishment•focus on user control

Set-up of service profile• preferences• group membership

User profile

3

WWRF White Paper User profile/ProfilingProcess description

Service selection process• based on roles/context• service offerService usage• feed-back to user profile

Page 4: Introduction to Personalisation

8.1.2003, Josef Noll Personalisation 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: • Filtering of content • 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

Presented in Jan 2003

Page 5: Introduction to Personalisation

8.1.2003, Josef Noll Personalisation 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

Page 6: Introduction to Personalisation

8.1.2003, Josef Noll Personalisation 6

Personalised Profile & Context๏ The preferences and settings of a user are captured in the

user profile. ๏ 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

Context

accesses

UserServices

adapted to

Key

item

: per

sona

lisat

ion

& c

onte

xt

Page 7: Introduction to Personalisation

22 Sep 2008, Oslo Meeting 7

Personalisation - A user-centric approach

Context,Presence

Community

User profile,privacy

Roles,Identities

User behaviour

Location,Proximity

Page 8: Introduction to Personalisation

8.1.2003, Josef Noll Personalisation 8

Requirements on the User Profile๏ Expandable user profile to incorporate additional

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.

Key

item

: per

sona

lisat

ion

& c

onte

xt

Page 9: Introduction to Personalisation

8.1.2003, Josef Noll Personalisation 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.

Page 10: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

“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

User profiles/profiling -The comments “Now” - 2008

Page 11: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

Visions take time to get realised Technology is in place, Services are coming Mobile phones are becoming the source for Internet and Service access20-30 % of all phones worldwide will be smartphones by

200930 % 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”

11

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

[Movation White Paper, Mobile Phone Evolution, April 2007]

Page 12: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

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

User profiles/profiling -“What is different from others”

Page 13: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

“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

User profiles/profiling -“Nobody is willing to pay for it”

Page 14: Introduction to Personalisation

22 Sep 2008, Oslo Meeting 14

Technology is in place Semantics, Web Services,...Integration through Ontologies

Page 15: Introduction to Personalisation

Semantic Technologies: Diamond in the Rough?

Source: Juan Miguel Gomez, Universidat Carlos III de Madrid

Why Semantics?

Conceptual Level

lunch (.no) lunch (.es)

Page 16: Introduction to Personalisation

Semantic Technologies: Diamond in the Rough?

Source: Juan Miguel Gomez, Universidat Carlos III de Madrid

Static WWWURI, HTML, HTTP

Bringing the web to its full potential

Semantic WebRDF, RDF(S), OWL

Dynamic Web ServicesUDDI, WSDL, SOAP

Intelligent WebServices

Semantic Web Services Interworking through Semantic

Web

Page 17: Introduction to Personalisation

Semantic Technologies: Diamond in the Rough?

Source: Juan Miguel Gomez, Universidat Carlos III de Madrid

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 UniKhasAffiliation

http://www.unik.no

hasHomePage

Josef NollhasName

Page 18: Introduction to Personalisation

22 Sep 2008, Oslo Meeting 18

Servicegoals

Web Services

Published in

Described in

MessageExchange

Service Description

(.wsdl)

Semantic Web Service

WS platform

ServiceInvocation

ServiceDiscovery

ServiceRegistry

input for

searches

understands

uses

Service Ontology

Requester Ontology

Platform Ontology

expressed in terms of

understands

expressed and publishes in

terms of

Semantic Description

understands

Mediation ofOntologies

searches

Service request

MessageExchange

Client

sends tocreates

Service request

Mobile Semantic Web Services Architecture

Devices: profiles, capabilities, communities

User: roles, identities, communities

Mobile & proximity services: radio, protocols, service integration

Page 19: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

DVB-H ESG

Source ontology : http://purl.oclc.org/wellcom/esg.owl

HTML Documentation: http://weblrsm.ensiie.fr/wellcom/index.html

ESGOntology

ETSI Specification: PDF

UEVEESG

Manager

Expway Labkit

Wellcom OntologyBackend

ESG-XML-ScheduleEvent-Content-Service

ESGClient

Expway ESGBackend

STB

Service Providers

WellComSemanticBrowser User

Ont.Device

Ont.

implements

represents

use

produces

uses/imports

Query/Store

Query

stores ExpwayESG API

gathers

WebBrowser http

schema

schemas OWLAPIs

Applications

ServiceOnt.

Formalisation of Environment (in demo)

User & Device environment

Page 20: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

Summary

WellCom is very good in time for personalisation WellCom is participating in key standardisation items ETSI STF 352 (Telenor), standardisation of profile and

architectureWWRF, joint WG1, WG2 and WG7 White Paper on User Profile/

Profiling (UNIK is co-editor)

Further references from http://references.jnoll.net Semantics, see "Semantic Service Creation for Mobile Users",

15. August 2007, Lappeenranta, Finland User profile, see WWRF (not public, ask Josef)

"User Profiles for Mobile Services", Seminar: Semantisk web i praksis, Software 2008, Oslo, Februar 2008

... (sorry for not having mentioned other partner contributions)

20

Page 21: Introduction to Personalisation

22 Sep 2008, Oslo Meeting 21

Page 22: Introduction to Personalisation

22 Sep 2008, Oslo Meeting

www.itea-wellcom.org

22