WebTrends - Between Semantic, loss of Privacy and Personalization.

WebTrends Sven.Rizzotti@useKit.com

WebTrends
Between Semantic
loss of Privacy and
Personalization.

Dr. Sven Rizzotti – ! University of Basel, Switzerland
! useKit.com

© 2010 useKit • Informatics 2010, Freiburg, Germany, 26 - 28 July 2010 1


Predictions

"Computers in the future may weigh
no more than 1.5 tons."

Popular Mechanics, forecasting the
relentless march of science, 1949



Predictions

"I think there is a world market for
maybe ﬁve computers."

Thomas Watson, chairman of IBM
1943



Predictions

"There is no reason anyone would
want a computer in their home."

Ken Olson, president, chairman and
founder of Digital Equipment Corp.
1977



Outline
• Part I
– Location-Aware Web
– Mobile Web
– Web of Things

• Part II
– Semantic Web
– Personalization
– Privacy

• Practical Example: useKit



Mobile Web Image credit: RusselBeattie.com



W3C – Mobile Web Initiative

“The Mobile Web Initiative’s goal is to
make browsing the Web from mobile
devices a reality”
Tim Berners-Lee, W3C



Mobile Web
• Explosive Mobile Web Growth Worldwide
– Latin America (Chile: 3200% growth in 2009)
– 40% of American adults use a mobile to access the Web (2010)

RedOrbit Staff & Wire Reports



Mobile trafﬁc expectation

2010
2011
2012
2013
2014
2015 Peta Bytes / Month

0 125 250 375 500
Coda Research Consultancy 2010



Location based Services - (lbs)

Nokia



Layar http://www.layar.com



foursquare

http://www.foursquare.com



Location based Services - (lbs)
• Mobile access demand for lbs
– Route planning
– Where am I?
– Where are my friends?
– Point of interests

http://www.where.com



Location aware Web
• Many applications use location and expose location in
the UI
• Web not ready for locations yet
– Not supported in URI
– Not supported in HTTP
– Not supported in HTML
– Mashability requires exposed application
models



Web of Things

Image credit: http://www.touchatag.com



Web of Things
• Frigdes, lights, toasters, washing machine
• Network of internet enabled objects with web services
that interact with them
• Technologies: RFID (radio frequency identiﬁcation),
sensors, smartphones, gps

Ian Rae (Twitter @irae), 6, 2008



Pachube

http://www.pachube.com



Web of Things

“If the graph of people is cool,
imagine a graph of everything”

Dries Buytaert



Semantic Web

http://www.freewebs.com



Web of Things

There’s no Semantic Web
Without Content and Data

Rachel Lovinger



Semantics
• Machines are good at complex things where people
arenʼt
– Computing, recalling long numbers
– Compare large data sets
– Search through massive amount of data records



Semantics
• People are good at complex things where machines
arenʼt
– Equivalence ! 14:00h / 4 pm
– Inexactness! 14:00h / 4.23 pm
– Splitting things! 14:01:20 / 140120



Semantics Basics for machines
• Identity
– Uniqueness

• Deﬁnition
• Structure



• Identity
• Deﬁnition
– Ontology

• Structure



• Identity
• Deﬁnition
• Structure
– Web Standards (Dublin, RDF, OWL, SKOS)
– Non standards (Microformats, Folksonomy)



Semantic Web – More relevant information
• Documents with computer-processable meaning

• Mass of unstructured data ➜ semantic information?
– RDF (Resource Description Framework)
– OWL (Web Ontology Languages)
– Microformats (hCard, hCalendar)



Linked data

Richard Cyganiak and Anja Jentzsch



Linked data
http://en.wikipedia.org/wiki/Linked_data
• One Page Concept
– URL == ID
– Contains related IDʼs
– Search optimized

Richard Cyganiak and Anja Jentzsch



Personalization
• Semantic + Personalization = Relevant information

Image credit: http://puttingdotsonpaper.com



Personalization
• Semantic + Personalization = Relevant information
• Meeting the customer's needs more effectively and
efﬁciently ➜ increase satisfaction
• Web Personalization: A site just for you
• Real beneﬁt: The Aha effect



Personalization
• Learns what you like from your actions
(you are what you click on and what you buy)
• Personalization is about data



Personalization
• Collaborative ﬁlter
• User proﬁle
• Data analysis tools



How to gather user data?
• Forms
• Web usage mining (click analysis)
• Cookies
• Rating
• Collaborative ﬁlters



Collaborative ﬁlters
• Choice of content based on like-minded people
• Guessing based on previous actions
• Recommendations based on proﬁle



Privacy is …
Privacy is not simply an absence of
information about us in the minds of
others;
rather it is the control we have over
information about ourselves.
Image credit: http://www.arcotrasporti.it/

Charles Fried



Privacy is not dead
• … but misunderstood
• Privacy: Control of how information ﬂows
• Example: Google Buzz
– opting in vs. opting out

• Example: Chatrooms
– The A/S/L question

danah boyd, SXSW2010



Social networks
• Personal
– Private (ex. Address book)
– Public (ex. Facebook)

• Behavioral
– People involved in regular communication



Private and public information
• Publicly accessible ≠ Public content
• Contextual integrity
• Private and public is not as black and white

Helen Nissenbaum, PRIVACY AS
CONTEXTUAL INTEGRITY, 2004



Privacy – Changing the rules
• The default is “everybody”
• Publicly available ≠ being publicized



Privacy in details
• PII / PEI
– Personally Identiﬁable Information
– Personally Embarrassing Information



Privacy and Publicity Mashup
• ChatRoulette
– Entertain and be entertained
– Sense of anonymity

• Blippy
• Jigsaw



Privacy
• "Missed the bus again."
• "Attempting to figure out why the cat is hiding."
• "I'm signing off."
• "On bus going in to the office."
• "Scanning pictures of 12-year old girls in mini skirts..."
• "Going to bed now."
• "Thinking about eating."
• "About to start a conference call."
• "I'm watching my dog chase the reflection from his tags and wish I had a laser
pointer!"
• "Feeling so bored at work I'm going to die. Wonder if it is my attitude or the work."
• "Washing hair. Fetching groceries."



The Twitter Curve

http://headrush.typepad.com



Subversives
• Finding “Subversives” [Tom Owad]
• Amazon: Wish lists of 100ʼ000 of people
• Yahoo people search: name, city, state
• Google maps:

http://www.applefritter.com/bannedbooks



Subversives



Past Developments
• Web 2.0
• Blogging and micro-blogging
• Social networks
• Web services



Web 2.0
• Marketing term
• 1999 [Darcy DiNucc], 2004 [John Battelle, Tim O'Reilly]



Web 2.0

“If Web 2.0 for you is blogs and wikis,
then that is people to people.

But that was what the Web
was supposed to be all along.”
Tim Berners-Lee, W3C



commons.wikimedia.org



geek and poke



Web Sites as Web Services
• From unstructured to structured information

ProgramableWeb



• Open data is a competitive advantage

Customers

Web Site

Business Data


• Open data is a competitive advantage

Customers Additional Businesses
Mashups

Web Site Web Service API

Business Data


Showcase



• Little efﬁcient helpers
➜ Increase productivity
➜ Focus
• Shareability
➜ Collaboration
➜ Visibility
• Contextualization
➜ Semantic



Where are we going?
Web 1.0 Web 2.0 Web 3.0

Read-only read-write Personal mobile Web
45 Mio users (1996) 1 Bio users (2006) Individual
Focus: Companies Focus: Communities Focus: Lifestream
Home Pages Blogs Consol. dyn. content
Owning Content Sharing Content Semantic Web
HTML, Portals XML, RSS User behavior
Web forms Web Apps Platforms
Page views Cost per click



Where are we going?
Information Connectivity

Semantic Web Future Web

Web Social Software

Social Connectivity


Summary
• Digital devices always connected and networked
– Car, Radio, TV, Fridge, …

• Mobile
– Dominant platform to get to the net

• Privacy
– Almost none, all in the same boat
• Semantic on the way
– Presumably not in a top-down manner

• Information pollution and overload


WebTrends - Between Semantic, loss of Privacy and Personalization.

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (6)

Semelhante a WebTrends - Between Semantic, loss of Privacy and Personalization.

Semelhante a WebTrends - Between Semantic, loss of Privacy and Personalization. (20)

Último

Último (20)

WebTrends - Between Semantic, loss of Privacy and Personalization.