iPhones: Markets, Marketing, Development and research

iPhonesMarkets, Marketing, Development and research

Dr. Chris van Aart (vanaart@cs.vu.nl)

Chris@2coolmonkeys.nl

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Killer application

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“any system that is so necessary or desirable that it proves the core value of some larger technology, such as computer hardware like a gaming console, operating system or other software. A killer app can substantially increase sales of the platform that it runs on.”

Example: Google Maps on iPhone 3G with GPS News and Weather SMS Subscription services Email, Skype, Live! Messenger (SMS

forwarding). Electronic Banking and Money Management Movie Showtimes and Ticketing -> Semantic Web for the Internet

VisiCalc, the earliest generally agreed example of a killer application. (‘90s)

Agenda Mobile App business

Consumers and Companies -> stakeholders, markets

Building Mobile apps-> Architectures

Research with Mobile apps cultural heritage Personalized TV watching

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Mobile App business

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MBA in a nutshell: Business Process

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Acquireresource

s

Assemble

product

sellproduct

distribute

productproduct

resources

Business Processes

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Strategy: why Operation: how HRM: people Finance: value Information: control

Stakeholders (Buy or Make)

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User Buyer Formal Buyer Technical Buyer Coach [Academic|public Buyer]

Miller, B. H. (1988). Strategic Selling

User Buyer

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Practical use How will it work for me? Improve work/life

Consumer

Company

Formal Buyer

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Manager, CEO with Budget Return of Investment Total costs of Ownership Impact on organization

Technical Buyer

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Measurable aspects Architecture Requirements

Coach

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Not a formal position, but can give insights, has influences

Academic|public buyer

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Role in society Health

User Buyer

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Practical use How will it work for me? Improve work/life

Consumer

Company

Hyperego: digital (sub)identities

17 FredCavazza.net.

Consumer

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Consumer

(Cons Mobile app stores (1)

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Consumer

(Cons Mobile app stores (2)

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Consumer

Why invest in Mobile Software/Applications?

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Business values: Value (cost reduction, billing) Time to market / speed of implementation Ahead of competitors Fit within (human and technical) organization Innovation drive

Solve existing problems: Making processes more efficient with a new approach (more) Reliable / Accepted Proven / Cheaper

Solve problems that could not be solved before: Lack of trust/ Unfamiliar Politics Technical / organizational limitations

Company

Comp Applications by Markets

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Company

Application area

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Application Development & Integration

Business Intelligence Business Process

Management Consumer Technologies Customer Relationship

Management Data Management &

Integration Emerging Trends &

Technologies Enterprise Architecture ERP & Supply Chain

Management High-Performance Workplace IT Asset Management IT Operations IT Management

IT Services Mobile & Wireless Networking &

Communications Equipment Networking &

Communications Services Open Source Outsourcing PCs, Laptops & Handheld

Devices Regulatory Compliance Security & Privacy Servers & Storage Web Services

Company

Industries

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Company

Applications themes

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Arbeid en sociale zekerheid

Bedrijven Bevolking Bouwen en wonen Financiële en zakelijke

diensten Gezondheid en welzijn Handel en horeca Industrie en energie Inkomen en

bestedingen Internationale handel

Landbouw Macro-economie Natuur en milieu Onderwijs Overheid en politiek Prijzen Veiligheid en recht Verkeer en vervoer Vrije tijd en cultuur

Domains Almost everyone is a mobile service user of some sort (90%

cellphone penetration)

The types of user vary greatly in terms of Equipment Skills Purpose Location

Users access servers in many different ways and times and places

Content is lifestyle specific Email at work and access to a corporate information system Email at home and Skype for personal comms Travel services while driving to work ….

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Grandmas Mobile

“Content” Personal: Wallet, Diary Time dependent: News and Sports Transaction Oriented: utility bill

payment, buying books Location Specific: street directions,

restaurant guide Corporate: business applications Entertainment: Games, Social

Software, Role Playing

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Examples (1) News: Summaries while traveling Weather: High demand applications

– link with GPS to avoid problems while sailing

• Corporate Applications: Often these are PC applications while away from the office

• Sales Force Automation: Original driver for mobile applications: Sales orders booking, inventories etc

• m-broker: constant access to stock market information and purchase/sale instructions

• Telebanking: Internet banking well established SMS banking popular in Europe China and India

• m-shopping: Purchase of railway tickets, car parking etc via mobile phone

• Micropayment applications: The phone system is good at handling small transactions

• Interactive Games

Interactive TV: TV on mobile emerging application. Still controversy about usage and content

Digital Interactive TV: Red button on Sky TV boxes, shopping applications

Experts on Call: Reservation of meeting time plus on-site consultation with experts to solve problems.

GPS/Galileo based systems: GPS military system now widely used for navigation (e.g. TomTom)

Remote Monitoring: Cameras with cellphones using GPRS to

transmit information for security or safety Entertainment: Huge application area –

Horoscopes to football results. • Directory Services; WAP or Laptop based

database queries. Sports Maps/Navigation guide Virtual Offic

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Examples (2) m-exchange for industry – e-

business transactions mandated by many big companies

m-exchange for agricultural products: applications for speech/hearing challenged people: turn speech to text via handset and vice versa

Agricultural Information: Send details of market prices to fishing boats so they can optimize catches

Knowledge based applications Corporate: On-site diagnosis by

engineers Community; Help my heating

system will not work. Distance Learning: e-learning

for rural and poor communities Digital Library:

Telemedicines: diagnosis and treatment from a distance

Micro-credit Grameen Bank Bangladesh Environmental Protection e-governance Virtual Laboratories Community Forums Law Enforcement: camera

equipped police Job facilitator Telemetric Applications Downloads: ringtones and

screensavers Alerts and Notification football

scores

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(Mobile) Web 2.0

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“I see Web 2.0 as the Intelligent web or “Harnessing Collective Intelligence”. Mobile Web 2.0 extends the principle of ‘Harnessing Collective Intelligence’ to restricted devices. The seemingly simple idea of extending Web 2.0 to mobile Web 2.0 has many facets.”

a) The web does not necessarily extend to mobile devicesb) Even though the web does not extend to mobile devices, intelligence can still be captured from mobile devices.

AJIT JAOKAR, www.mobilewebmegatrends.com

Examples: [message:intention]

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Arts: expression Business: marketing Education: individual

development Music: marketing Science: society dev. Technology: reputation

Technology

Content type

Message

Intention

Task

(non audio) Arts: expression

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User generated content Tag Rank Share

Technology

Content type

Message

Intention

Task

Business: marketing

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Marketing, marketing and marketing Networking Transaction Service(s) Messaging Did I mention marketing?

Technology

Content type

Message

Intention

Task

Education: individual development

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Wiki* Books.* Social Bookmarking

Technology

Content type

Message

Intention

Goal

Music: Marketing

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radioheadremix.com/ Last.fm YouTube symphony orchestra

Technology

Content type

Message

Intention

Goal

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Mobile devices as sensors SETI

Understanding individual human mobility patterns

Walking wounds

Technology

Content type

Message

Intention

Task

Science: societal development

(About) Technology: reputation

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Open Source Reputation Marketing

Technology

Content type

Message

Intention

Task

Bottom Line

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Roles: User Buyer -> Consumer / Business Formal Buyer Technical Buyer Coach [Academic|public Buyer]

Markets: App stores Industries Domain Functions Content

Innovation: (Business) Value Solve existing

problems Solve problems that

could not be solved before

Technology

Content type

Message

Intention

Task

Break

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If you have a real smart phone, check out http://bit.ly/lodapp

Mobile Collaboration Why are things mobile?

Every thing has one or more limitations: Cognitive: data, information, knowledge an

individual/thing can handle is limited Physical: strength, resources (battery, money),

capabilities Temporal: time Institutional: legal, organizational, (inter)national

boundaries Solution:

distribute (loosely) couple collaborate

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Mobile Collaboration

Router

Transceiver

[Gateway] / [Operation]

space

Wireless Network Interface Card

Operation

Wireless devices

Base service sets

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Mobile devices Functions Architecture User Interface Design Standards Interopeability

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Human Interface Design Principles (Dashboard) Metaphors Familiarity Simplicity Availability Discoverability

43http://developer.apple.com/iphone/library/documentation/userexperience

Keypad (old school)

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Multi touch and gestures (better)

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Software Architectures

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Technical Architecture

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Iphone Cocoa Reference Architecture

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Device architectures

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Server

space

Mobile Device

What to choose?

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Mobile cultural heritage guide: location-aware semantic search.

Van Aart, C.J., Wielinga B., Van Hage, W.R. EKAW 2010http://www.cs.vu.nl/~vanaart

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Location awareness / LBS

Real time locating and positioning Sun/Stars, Compass, Postal code, WGS84

(GPS)… communication, networks, traffic, logistics,

security, search & rescue, business administration, leisure,…

Location-aware devices

• Mobile• Context• Battery• Bandwidth• GUI• User• MoSoSo

Stats for search engineshttp://gs.statcounter.com/

Linked Open Data

linkeddata.org

http://dbpedia.org/page/Amsterdam

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DBPedia mobile: Google maps

“Louvre app”

Cultural heritage Museums (old)buildings (monuments) Statues Art-works

Digital cultural heritage Digital representation: images and (meta)data

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Eculture data cloud

Schreiber, G et al. . (2008). Semantic annotation and search of cultural-heritage collec- tions: The MultimediaN E-Culture demonstrator. Journal of Web Semantics, vol 6., pp. 243–249.

http://e-culture.multimedian.nl/demo/session/search

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http://eculture2.cs.vu.nl/localizer

http://e-culture.multimedian.nl/demo/session/api/search?[keyword,context]

$context = "http://www.vraweb.org/vracore/vracore3#Work";$context = "http://e-culture.multimedian.nl/ns/eculture/Concept";$context = "http://e-culture.multimedian.nl/ns/eculture/Location";$context = "http://e-culture.multimedian.nl/ns/eculture/Person";

Research question

How to find cultural heritage POIs at a particular location, given the constraints of a mobile device, using current Semantic Web data and technology?

• Sub questions: 1. How to determine user’s context?2. How to combine Linked Open Data and cultural

heritage data?3. How to present the results in a manageable

way on a mobile device?

“Active” tourist: What do I see? Next stop? Hot spots? History? Stories? Events? Persons? Descriptions? Maps?

Step 1: Finding out where we are

Step 1 (Iphone): Latitude = 52.368611 Longitude = 4.88944 (we ignore heading)

==> select those geo data that are relevant to this point

Searching dbpedia, linkedgeodata, geonames for locations and objects within a certain distance.

Crawling via various relations (owl:sameAs, nearby etc) we gather a collection of RDF resources related to our location.

Using a Prolog spatial indexing package we can compute distances and directions from our current location.

Step 2: Results (labels/URIs)

Step 2a (Linked Geo Data): Spui25, Nieuwezijds Voorburgwal, Het Lieverdje, Spui,

Begijnhof (kapel), …

Step 2b: (DBpedia): Spui (Amsterdam), Universiteit van Amsterdam,

Maagdenhuis (only NL), Het Lieverdje (only NL), …

Step 2c: (Geonames): Nieuwezijds Voorburgwal, Lutherse Kerk,

Het Lieverdje, Spui, Begijnhof (RK), Begijnhof, ...

Step 2: Results (labels/URIs)

Step 2a (Linked Geo Data): Spui25, Nieuwezijds Voorburgwal, Het Lieverdje,

Spui, Begijnhof (kapel), … Step 2b: (DBpedia):

Spui (Amsterdam), Universiteit van Amsterdam, Maagdenhuis (only NL), Het Lieverdje (only NL), …

Step 2c: (Geonames): Nieuwezijds Voorburgwal,

Lutherse Kerk, Het Lieverdje, Spui, Begijnhof (RK), Begijnhof, ...

Step 3. Merging geo info

Non trivial: Different schemas Different labeling conventions Different (GPS) data

Spui in Amsterdam has at least 5 coordinates in LOD Errors in human annotations Resolve conflicts

Begijnhof isa way Begijnhof isa area

Begijnhof isa building

3. User Interaction

1. Facets={ location, event, artwork or people}2. SubFacets{ painting, photograph, book, artist, musician, politician, sport, conflict,..}

h = [0..359]

GUI Design (Dashboard) Metaphors Familiarity Simplicity Availability Discoverability Limited attention span

Augmented Reality

http://augmentizer.net/

light weight client with a heavy endpoint

Scenario: the “Spui”

Technology

Content type

Message

Intention

Task

Evaluation

Users Mobile device is much personal than other electronic devices Fooled users that the app actually could recognize POIs The iPhone is “stupid”, when GPS and heading is not accurate Errors in Data, e.g. confusion with Spui in The Hague Missing a lot of information: historical, ratings, popularity, walking

tours Audio representation

Researchers: A lot of links in LOD, actual “knowledge” rather limited:

A lot of comment and labels. Alignment of non-stand URI’s, /Begijnhof_,Amsterdam

/Spui versus /Spui_(Amsterdam) Local information in local languages. English wikis

limited on Amsterdam RDF not too bad

Discussion

1. How to determine user’s context? Understand task, Location awareness (GPS + heading)

2. How to combine Linked Open Data and cultural heritage data?

Geonames->mental map->PDF graph Semantic crawling is a major improvement over the state of the art

applications Combination of sources achieves an added value Difficult to find information for the “active tourists” on the semantic

web

3. How to present the results in a manageable way on a mobile device?

Not “one” user Syntactic sugar Novel user interface -> augmented television

NoTube.tv

Television and (mobile) Social Web

Friends following this event

Friends following this event

Friends following this eventFriends following this event

That was never a corner..

Billy

Friends following this event

Television and Social Web

Enrichment

ProtoType

Technology

Content type

Message

Intention

Task

iZapper

Internships 2010-2011 Next generation TV remote

controls Integration of several devices Current selection based on

age and gender Elaborate on awareness

about user’s context: Location Social context Friends Mood

Check out: www.notube.tv Send an email:

vanaart@cs.vu.nl

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Thank you

See you @ linked data: http://linkeddata.org/

See you @ http://developer.apple.com/iphone/

See you @ VUA: http://www.cs.vu.nl/~vanaart

See you @ 2coolmonkeys: http://2coolmonkeys.nl

Email: chris@2coolmonkeys.nl