MareikeSchoop,Aldo de Moor, JanDietz (eds.) PragWeb Proceedings of the FirstInternationalConference on the PragmaticWeb

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1 MareikeSchoop,Aldo de Moor, JanDietz (eds.) PragWeb 2006 Proceedings of the FirstInternationalConference on the PragmaticWeb September 2006 Stuttgart, Germany Gesellschaft für Informatik 2006

2 Lecture Notes in Informatics(LNI) -Proceedings Series of the Gesellschaft für Informatik(GI) Volume P-89 ISBN ISSN Volume Editors Prof. Dr. Mareike Schoop, Lehrstuhl Wirtschaftsinformatik1 Universität Hohenheim, Deutschl and Dr. Aldo demoor, STARLab Vrije Universiteit Brussel, Belgium Prof. Dr. ir. JanDietz, Department of InformationSystems Delft UniversityofTechnology Series Editorial Board HeinrichC. Mayr, Universität Klagenfurt, Austria (Chairman, may Jörg Becker, Universität Münster, Germany UlrichFurbach, Universität Koblenz, Germany Axel Lehmann, Universität der Bundeswehr München, Germany Peter Liggesmeyer, TU Kaiserslauternund Fraunhofer IESE, Germany Ernst W. Mayr, Technische Universität München, Ger many HeinrichMüller, Universität Dortmund, Germany HeinrichReinermann, Hochschule für Verwaltungswissenschaften Speyer, Germany Karl-Heinz Rödiger, Universität Bremen, Germany Sigrid Schubert, Universität Siegen, Germany Dissertations Dorothea Wagner, Universität Karlsruhe, Germany Seminars Reinhard Wilhelm, Universität des Saarlandes, Germany Gesellschaft für Informatik, Bonn 2006 printed by KöllenDruck+VerlagGmbH, Bonn

3 Preface The World Wide Web has been very successful inenabling information sharing among a seemingly unlimited number of people worldwide. The vast and ever-growing amount of documentsonthe Web, however, results in informationoverlo ad and makes discoveryof relevant information difficult because the current Web isasyntactic web. The goal ofthe Semantic Web is thus to provide the basis for intelligent applications that enable more efficient information retrieval and use by not just providing a set of linked documents but acollectionofknowledge repositories with meaningful content and additional logics. The key elements of the Semantic Web are ontologies representing the basic conceptual knowledge about some domain. Ontologies are not fixed specifications but always depend on the context ofuse and thus co-evolve with their communities ofuse. Members of a community have to negotiate continuously about what they agree to be their shared background. This is especially important in an (inter-)organisational context, where participants from different professional, social, or cultural backgrounds need to understand each other in order to collaborate effectively. In order to enable the use of the Web for communicating, agreeing upon, and cooperatively modifying ontologies, the support provided by the Semantic Web needs tobeextended. The cruc ial questions are first how to model and analyze collaboration, context, organizational commitments, and meaning negotiation; second, how to use these conceptual models in the design and implementationofreal-world toolsand applications. This new paradigm for effectively exploring and exploiting the potentials of the Web is called the Pragmatic Web. It constitutes the new challenge that will complement the Semantic Web. The goal is to augment human collaboration effectively by modelling and developing appropriate applications of the Semantic Web, such as systems for ontology negotiations or for ontology-based business interactions. The First International Pragmatic Web Conference (PragWeb 2006) was held at the UniversityofHohenheim, Stuttgart, Germany in September The proceedings show the wide variety ofapproaches contributing to the Pragmatic Web research agenda. They include the best 13 research papers selected in a double-blind review process and the invited industrial track paper. With the help of the programme committee members,we have succeeded in bringing together the leading researchers of this new discipline. The contributions cover Pragmatic Web theory, conceptual models and systems design, applicationscenarios aswell asevaluation researchapproaches. We would like to thank the PC members as well as the members of the organising committee for their support and commitment. We gratefully acknowledge the financial support from the GI SIG Electronic Commerce (WI-EC) and the Research Centre for Innovationand Services(FZID) athohenheim University. Mareike Schoop, UniversityofHohenheim, Germany Aldo de Moor, Vrije Universiteit Brussel, Belgium JanDietz, Delft UniversityofTechnology, the Netherlands

4 Conference Chairs and Editors Mareike Schoop, UniversityofHo henheim, Germany Aldo de Moor, Vrije Universiteit Brussel, Belgium JanDietz, Delft UniversityofTechnology, The Netherlands Programme Committee Mark Aakhus, RutgersUniversity, USA Pär Agerfalk, University o flimerick, Ireland Jean-Pierre Antikidis, CNES, France MartinBichler, Technical UniversityofMunich, Germany Robert Biuk-Aghai, University of Macau, China Fiorella de Cindio, University ofmilan, Italy Harry Delugach, UniversityofAlabama in Huntsville, USA Göran Goldkuhl, Linköping University, Sweden Mike Gurstein, Community InformaticsResearch Network, Canada Michael Heng, Universitas21Global, Singapore ChristianHuemer, University of Vienna, Austria Gianni Jacucci, UniversityofTrento, Italy Thomas Kamphusmann, Fraunhofer ISST, Germany Ulrike Lechner, Universitaet der Bundeswehr Muenchen, Germany Ronald M. Lee, Florida International University, USA Torsten Leidig, SAP Research, Germany Mikael Lind, UniversityCollege of Boras, Sweden Kalle Lyytinen, Case Western Reserve University, USA Robert Meersman, Vrije Universiteit Brussel, Belgium Ambjörn Naeve, Royal Institute oftechnology, Sweden WillyPicard, Poznan University of Economics, Poland Ahti-Veikko Pietarinen, UniversityofHelsinki, Finland SimonPolovina, Sheffield HallamUniversity, UK Wolfgang Prinz, Fraunhofer FIT and Aachen University, Germany Michael Rebstock, Darmstadt UniversityofApplied Sciences, Germany Alexander Repenning, UniversityofColorado, USA GaryRichmond, City University of NewYork, USA Munindar P.Singh, North Carolina State University, USA Peter Spyns, MinistryofFlanders, Belgium Ronald Stamper, London, UK York Sure, UniversityofKarlsruhe, Germany Yao-Hua Tan, Free University of Amsterdam, The Netherlands JamesTaylor, UniversityofMontreal, Canada Dov Te'eni, Tel-Aviv University, Israel Hans Weigand, TilburgUniversity, The Netherlands ChristofWeinhardt, University of Karlsruhe, Germany Brian Whitworth, MasseyUniversity, New Zealand Organising Committee Kai Honsel, FrankKöhne, Philipp Kordowich, Bernd Schneider UniversityofHohenheim, Germany

5 Contents Pragmatic Web Theory MarkAakhus Pragmatic Web ascommunication DesignPractice 9 Simon J.BuckinghamShum Sensemaking on the Pragmatic Web: AHypermedia Discourse Perspective 22 Conceptual Modellingand Systems Design Ian Duncan Stalker, Nikolay Mehandjiev ADevolved Ontology Model for the PragmaticWeb 38 Hans Weigand, Willem-Jan van den Heuvel AConceptual Architecture for Pragmatic Web Services 53 Harry Delugach Active Knowledge Systems for the Pragmatic Web 67 Applications Tiana Razafimbelo, Simon Polovina, Richard Hill Canthe Pragmatic Web Assist SearchEngine Optimisation? 81 WolfgangMaass, Wernher Behrendt TradingSemanticallyEnhanced Digital Products in Electronic Markets 97 Haiqi Liang, Wei Sun, Xin Zhang, Zhongbo Jiang APolicyFramework for Collaborative Web Service Customization 110 Mikael Lind, Nicklas Salomonson The Role ofvirtual Servantsine-Interaction 124 Ilja Krybus, Karl Kurbel Architecture ofasemantic Portal on Mobile Business 139 Pär J. Ågerfalk SupportingGlobal Software Development inopensource Ecosystems: ARole for Actabilityinthe Pragmatic Web 153 Evaluation research Göran Goldkuhl, AndersPersson Characteristics of Public E-services: Investigating the E-diamond Model 166 Birgit Hofreiter, Christian Huemer, Robert Mosser AB2B Benchmark On TopOfUMM and TPC-App 182 Industry track ThomasKamphusmann Implementingthe Pragmatic Web: Practical Approaches 197