In his presentation which Markus Linder gave on Oct. 13th 2009 at Internet Retailing 2009 in London, he explaines how a new standard of web data handling is being created that is already championed by firms such as Google, Wikipedia, Siemens, Microsoft and Yahoo. He uses case studies to show how this technology is currently being used, as well as how this technology will transform the way the web will be used in years to come. Why is this important? The key to Semantic Web Technology from the point of view of a firm that sells or promotes goods or services online, is that it will create a vastly increased level of visibility to consumers. This is relevant for any firm who is looking to improve their Search Engine Optimisation (SEO) and their presence on third party websites. The Semantic Web offers suppliers the opportunity to describe their products and services in a form that is machine-interpretable. Suppliers that have already done so are now already better presented in search engines like Google or Yahoo (rich snippets and Yahoo Search Monkey). The development of innovative semantic web-search technologies, semantic web mashups, semantic affiliate and semantic search engine marketing will lead to a paradigm shift in online marketing and e-commerce. When searching for “a 4-star hotel in England from the 4th to the 6th of August that has a swimming pool and is located in a region, where visitors can attend a yoga-course and a classical concert during their stay” the search engine Google suggests a vast amount of links but no useful results. Entering the same phrase in a Semantic Web-based search engine, users will be able to obtain hotel recommendations that fit their search criteria including their desired yoga course and classical concert within the region during their stay. This means that the consumer will be able to find a packaged solution, rather than having to look on multiple websites.

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How the Semantic Web is Creating New Opportunities for
Ecommerce
Internet Retailing, London
October 13th 2009
Markus Linder
ceo & founder
Smart Information Systems GmbH
www.smart-infosys.com
www.smart-infosys.com

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 Smart Information Systems GmbH was established in 2005 and focuses on
next generation e-commerce solutions
 Positioning: Strategic partner to firms with an e-commerce presence for the
implementation and maintenance of intelligent product advisors
 European market leader
 Located in Vienna, Austria
References (excerpt):
www.smart-infosys.com

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THE BOUNDARIES OF WEB 1.0
AND WEB 2.0
www.smart-infosys.com

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www.smart-infosys.com

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www.smart-infosys.com

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Notebook Sony or Asus light max. 12 inch with webcam
www.smart-infosys.com

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www.smart-infosys.com

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World-Wide-Web: the meaning of information
remains hidden for computers
Computers can only recognize a combination of characters
(syntax)
T-R-A-I-N
The meaning (semantics) remains hidden:
– Synonyms (rail)
– Homonyms (rail vs. instruction)
– Hyponyms (means of transportation)
– Hyperonyms (compartment)
Only a human being can put spread information from the WWW
into an intelligent context.
Google & Co find a combination of characters on websites, but
they neither understand what the user is looking for nor the
meaning of the search results.
www.smart-infosys.com

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Bringing product and service offerings into a machine-interpretable
form
SEMANTIC WEB BASED E-
COMMERCE
www.smart-infosys.com

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Example: Best Buy stores in the WWW
www.smart-infosys.com

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Example: Best Buy offering in the WWW
www.smart-infosys.com

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Example: Best Buy in the Semantic Web
Informationen:
Adress
Opening hours
Payment
methods
Offer range
Target group
Type of product
Manufacturer
Prices
…
www.smart-infosys.com

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Example: Digital camera in the WWW
www.smart-infosys.com

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Example: Digital camera in the Semantic Web
Information:
name
producer
resolution
Video
playback
touch screen
colour
…
www.smart-infosys.com

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Applications can use the Semantic Web like a
integrated global data base
© Prof. Dr. Martin Hepp
www.smart-infosys.com

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Graph representation of a Good Relations
Instance
© Prof. Dr. Martin Hepp
www.smart-infosys.com

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WEB 3.0
=
SEMANTIC WEB + WEB 2.0
www.smart-infosys.com

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SEMANTIC WEB - EXTERNAL
APPLICABILITY (WEB OF DATA)
www.smart-infosys.com

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Applicability - External
Search Engine (Yahoo Search Monkey and Google Rich
Snippets)
Price comparison platforms
Browser Add-ons
Semantic-Web-Mashups
Semantic-Web-Search engines
Semantic Web Affiliate Marketing
Semantic Web Search Engine Marketing
www.smart-infosys.com

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Search engines: Yahoo Search Monkey
www.smart-infosys.com

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Search engines: Google Rich Snippets
Search result with Rich Snippets:
Search result without Rich Snippets:
www.smart-infosys.com

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Semantic-Web-Mashup 1: Bikemap-Portal with
hotel- and restaurant recommendations
www.smart-infosys.com

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Semantic-Web-Mashup 2: Allergy-Travel portal
Recommendation of holiday trips including pollen types and
intensity
AccomodationType
Region Hotel
Klopeinersee Guesthouse
…
Pollen
www.smart-infosys.com

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Semantic-Web-Mashup 3: Hotel website with
relevant events from the surrounding area
http://www.landhaus-jost.at/
Events in the surrounding area
Description Date Place
Ballet Karl Alfred Stadttheater
22.4.09
Event 17h Theaterplatz 4
Schreiner
Klagenfurt
Josefsplatz 6/15
Vienna Hofburg 23.4.09
Event 20h
1010 Vienna
Orchestra
24.04.0
Film Festival at Vienna City Hall
Events 9
Rathausplatz 21h 1010 Vienna
www.smart-infosys.com

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Semantic Web Search Engine
©Smart Information Systems - Internal Prototyp
www.smart-infosys.com

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REVENUE MODELS IN THE
SEMANTIC WEB
www.smart-infosys.com

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Semantic Web Affiliate Marketing
www.smart-infosys.com

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Semantic Web Advertising
www.smart-infosys.com

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Semantic Web Search Engine Marketing
Screen cleaner
©Smart Information Systems - Internal Prototyp www.smart-infosys.com

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SEMANTIC WEB – INTERNAL
APPLICABILITY
www.smart-infosys.com

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Applicability - Internal
Import of product data details into online-shops and portals
Mashups and Micro-Sites
Recommendation Engine
Analytics
On-Site-Search and After-Search-Navigation
Online Product Advisor
www.smart-infosys.com

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Online Product Advisors based on Semantic Web Technology
SMART ASSISTANT
TECHNOLOGY
www.smart-infosys.com

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Smart Assistant Technology
Enabling product and service advice in several categories:
– Consumer Electronics
– White Goods
– Clothes
offering:
– Interactive advice
for laymen and experts
– Ranking of product-
recommendations and
alternatives
– Integration with
search and navigation
For online-shops, manufacturers and price comparison plattforms
www.smart-infosys.com

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Examples
Panasonic TV Advisor
Digital Camera Advisor Smart Assistant Integrated
Semantic Search HOH.de
Dress Advisor BAUR.de
www.smart-infosys.com

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SMART ASSISTANT DEMO:
INTEGRATED WITH NAVIGATION
AND SEARCH (EN.ESOLDA.COM )
www.smart-infosys.com

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www.smart-infosys.com

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SMART FINDER + SEMANTIC
SEARCH AT HOH.DE
www.smart-infosys.com

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www.smart-infosys.com

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www.smart-infosys.com

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SEMANTIC WEB – TECHNICAL
FOUNDATIONS
www.smart-infosys.com

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The Semantic Web brings information into a
machine-interpretable form
„Everything“ is clearly identified by a URI
Information is expressed in triples: subject, predicate, object
RDF: simple language for expressing data models which refer to
resources
RDFS and OWL: formal language to describe properties and
classes of RDF-based resources
=> foo:digital-camera rdfs:subClassOf foo:camera
SPARQL: Query-language for the Semantic Web
The range of products and services is described by means of
domain-specific ontology's (standards):
www.smart-infosys.com

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HOW DOES MY DATA GET INTO
THE SEMANTIC WEB?
www.smart-infosys.com

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Means to get offers into the Semantic Web
Web-based Instantiation-Tools
Web-Shop Software (e.g. Intershop Enfinity, osCommerce,…)
CMS Export (Joomla/VirtueMart,…)
Database export
Google Shopping Converter
BMEcat2GoodRelations Converter
RDF2dataRSS Web Service & Python Bindings
Microsoft Word Plug-in
…
www.smart-infosys.com

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Company portal: Semantic company directory of
the Austrian Chamber of Commerce
www.smart-infosys.com

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Instantiation-tool: Good Relations Annotator
Link: http://www.ebusiness-unibw.org/tools/goodrelations-annotator/ www.smart-infosys.com

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Export from existing portals: Simskultur.net
www.smart-infosys.com

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Export from existing portals: Simskultur.net
www.smart-infosys.com

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SEMANTIC WEB – PARADIGM-
SHIFT IN E-COMMERCE AND
ONLINE-MARKETING
www.smart-infosys.com

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Web of Data – Paradigm shift in
E-Commerce and Online-Marketing
Massive reduction of search costs
“Content remains King but Context becomes the Sun King“
More efficient marketing for niche players
Reduction of entry barriers for special-interest Portals
Massive increase of Revenue Potentials in Affiliate-Marketing
Massive increase of efficiency and effectiveness in Online-
Marketing
…
www.smart-infosys.com

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Benefit from First-Mover-Advantage!
Put your business onto the Semantic Web!
Relevant information:
Smart Information Systems: http://www.smart-infosys.com/
Good Relations: http://purl.org/goodrelations/
ebSemantics (tourism): http://www.ebsemantics.net/
University of Armed Forces Munich: (Chair of General
Management and E-Business): http://www.unibw.de/ebusiness/
www.smart-infosys.com

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Contact:
Markus Linder
Smart Information Systems GmbH
1040 Vienna, Phorusgasse 8
AUSTRIA
Tel: +43 (0)1 890 53 18-0
office@smart-infosys.com
http://www.smart-infosys.com
Follow me on Twitter: http://twitter.com/markuslinder/
Subscribe newsletter: office@smart-infosys.com
www.smart-infosys.com