Intro to personalisation (personalization)

Transcription

1 Intro to personalisation (personalization) Josef Noll, UNIK 22 Sep 2008, Oslo

2 Personalisation of services Linking the service world to the user preferences Enabling secure services Protecting the privacy of the user ESG STB Combine - services - devices - users - context User(s) Context 22 Sep 2008, Oslo Meeting 2

3 WWRF White Paper User profile/profiling Process description I-centric profile establishment focus on user control Set-up of service profile preferences group membership User profile Service selection process based on roles/context service offer Service usage feed-back to user profile 22 Sep 2008, Oslo Meeting 3

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 Presented in Jan 2003 Users involvement Have roles (e.g. fisherman,..) according to context and personal preferences Personal assistant (Avatar) which takes over certain tasks , Josef Noll Personalisation 4

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 , Josef Noll Personalisation 5

6 Personalised Profile & Context Key item: personalisation & 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 accesses adapted to Context User Services , Josef Noll Personalisation 6

7 Personalisation - A user-centric approach Roles, Identities User profile, privacy User behaviour Community Location, Proximity Context, Presence 22 Sep 2008, Oslo Meeting 7

8 Requirements on the User Profile Key item: personalisation & context 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 , Josef Noll Personalisation 8

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 , Josef Noll Personalisation 9

10 User profiles/profiling - The comments Now 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 22 Sep 2008, Oslo Meeting 10

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 % of all phones worldwide will be smartphones by % 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 22 Sep 2008, Oslo Meeting 11 [Movation White Paper, Mobile Phone Evolution, April 2007]

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 22 Sep 2008, Oslo Meeting 12

13 User profiles/profiling - Nobody is willing to pay for it Mobile advertisement is 1000 to 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) 22 Sep 2008, Oslo Meeting 13

14 Technology is in place Semantics, Web Services,... Integration through Ontologies 22 Sep 2008, Oslo Meeting 14

15 Why Semantics? Conceptual Level lunch (.no) lunch (.es) Semantic Technologies: Diamond in the Rough? Source: Juan Miguel Gomez, Universidat Carlos III de Madrid

16 Semantic Web Services Interworking through Semantic Web Bringing the web to its full potential Dynamic Web Services UDDI, WSDL, SOAP Intelligent Web Services Static WWW URI, HTML, HTTP Semantic Web RDF, RDF(S), OWL Semantic Technologies: Diamond in the Rough? Source: Juan Miguel Gomez, Universidat Carlos III de Madrid

17 Resource Description Framework (RDF) W3C recommendation ( 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] hasname Josef Noll Josef hasaffiliation UniK hashomepage Semantic Technologies: Diamond in the Rough? Source: Juan Miguel Gomez, Universidat Carlos III de Madrid

18 Mobile Semantic Web Services Architecture Service request WS platform Service Registry searches Published in Semantic Web Service creates Service request sends to Message Exchange Service Discovery input for Service Invocation Message Exchange Web Services Described in Service Description (.wsdl) Client Devices: profiles, capabilities, communities User: roles, identities, communities Service goals understands expressed in terms of Requester Ontology understand s uses Platform Ontology Mediation of Ontologies Service Ontology searches Mobile & proximity services: radio, protocols, service integration understands expressed and publishes in terms of Semantic Description 22 Sep 2008, Oslo Meeting 18

19 Service Providers Formalisation of Environment (in demo) use Expway Labkit produces ESG-XML -ScheduleEvent -Content -Service implements DVB-H ESG represents ESG Ontology ETSI Specification: PDF Source ontology : HTML Documentation: ESG Client stores Expway ESG Backend gathers Expway ESG API uses/ imports UEVE ESG Manager Query Query/ Store User & Device environment Wellcom Ontology Backend schema STB Web Browser http WellCom Semantic Browser User Ont. schemas Device Ont. OWL APIs Service Ont. Application s 22 Sep 2008, Oslo Meeting

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 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 (sorry for not having mentioned other partner contributions) 22 Sep 2008, Oslo Meeting 20

21 22 Sep 2008, Oslo Meeting 21

22 22 Sep 2008, Oslo Meeting 22