April 2011 Singapore Changi Airport 1 Airport Interactive
Platform Viocorp Systems Intelligence augmented intelligence in
real-world applications
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April 2011 Technology should wave its magic wand and make
itself disappear. - James Cameron, producer/director of Avatar
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April 2011 Viocorp International Pty Ltd Australian business,
founded 2002 Early streaming media focus Enterprise level
deployments of media delivery, advertising and analytics software
Based in Sydney, offices in Melbourne, clients on four continents
76 staff about 40 engineers Privately owned, well-financed,
profitable 3
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April 2011 Standalone Technologies and Passenger Engagement It
is clear that there are two main areas that are preventing everyone
from using QR codes. The issues lie with the consumer and the
mobile industry. There are a considerable number of consumers who
are unaware of the QR code technology, although this is gradually
changing as brands start to adopt it further. However, there is a
clear lack of coordinated investment into open standards and
pre-installed readers on mobile handsets. This presents an
unresolved chicken and egg like dilemma because currently, there
aren't enough consumers using the codes to warrant the investment,
but without the coordinated investment it is preventing a mass
adoption. - iMedia, Why isnt everyone using QR codes? by Oliver
Williams, 8 th March 2011.
http://www.imediaconnection.com/content/28604.asp
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April 2011 Siloed Data Sets Advertising Passenger & baggage
management Positioning Media delivery Airport management Billing
management Communication management
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April 2011 Multiple Forms Of Passenger Interaction Customer
service Security Boarding passes Laptop (wireless) Phone (wireless,
Bluetooth) iPad/tablet (wireless) Display advertising Other signage
Kiosks
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April 2011 Do Not Rely On A Single Technology The first
principle
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April 2011 Intelligence Engineering In 1997, Wired Magazine
wrote glowingly about the birth of a new generation of intelligent
agents What was missing, at the time, was ubiquity, the ability for
people to be constantly connected to the Internet, so that the
network could learn, constantly, in the background, and literally
know everything 13 years later, ubiquity has arrived (See Eric
Schmidt Sep 2010 comments, right) Eric Schmidt: Welcome to Age of
Augmented Humanity,
http://gigaom.com/2010/09/07/eric-schmidt-welcome-to-the-age-of-augmented-humanity/
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April 2011 Intelligent Agents A Brief History Information
Tapestry project at Xerox PARC HOMR Firefly Amazon Spam filtering
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April 2011 Intelligent Agents A Brief History Location
awareness (Foursquare, Skyhook Wireless) Network pattern
recognition (Google) Affect sensing (MIT Medialab) V.S.I.
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April 2011 Be Ubiquitous The second principle
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April 2011 Intelligent Agents The primary job of the agent is
to understand the intent of the user. There are only two choices:
either the agent can ask the user, or the agent can infer the users
intent from context. Asking the user is fine in many situations,
but making explicit queries for everything soon exhausts the user.
We rely on our human agents to learn from past experience and to be
able to pick up information they need from context. We expect human
agents to be able to piece together partial information that comes
from different sources at different times in order to solve a
problem. Todays software does not learn from past interactions,
always asks explicit questions, and can deal with information
explicitly presented to it only when it is ready to receive it.
This will have to change if we are to make computers ever more
useful IBM, October 2000
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April 2011 Many People Never Learned How To Program A VCR They
dont want to have to learn how to use a system theyre only going to
see a few hours a month or year
http://designbygravity.wordpress.com/2010/09/30/can-you-program-a-vcr-are-you-sure/
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April 2011 Dont Require a Consumer to Learn Anything New The
third principle
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April 2011 What Makes VSI Better Key elements Pattern
recognition algorithms Affect sensing Neural networks Massively
parallel computing Domain analysis Database scalability Device
fingerprinting
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April 2011 Subtle, pervasive behavioral tracking across devices
and networks Dynamic data extrapolation, manipulation and display
Environment-specific location awareness Real-time context analysis
Consequential scenario modeling Recommendations and targeting
engine Adaptive, not trained Behaviour Trumps Demographics
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April 2011 Our Goal Recognising personality Understanding
context Identifying mood Determining likely outcomes Offering
direction Providing measurable analytics
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April 2011 Changing The Way You Engage Using computers takes
too much concentration. It takes significant time to learn and deal
with computer interaction, rather than the task one is attempting.
Individuals must switch contexts, from thinking about what they are
interested in to thinking explicitly about what commands will have
the effects they intend. The danger is that the presence of
computers may distract from direct experience. - IBM, October 2000
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April 2011 What Can Be Done To Improve Things? In the context
of an airport, we can determine: The personality of the consumer,
based on demographics, past behaviour, prior retail activity, and
(in airports) people with them, their ultimate destination, their
predicted route through the facility and their time available to
browse. We can do all this without asking them any questions We can
engage them with entertainment and connectivity We can provide
consumers with contextual updates and dynamic information on items
important to them We can provide them with specific commercial
opportunity We can fine-tune what we know about them for next time
We can provide real time information for stakeholders, vendors,
mall tenants, airlines, and airport and mall operators, including
data such as dwell time, purchases, information of importance to
the consumer, information acted upon, interaction with facilities,
etc.
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April 2011 The Opportunity Deliver a world class, interactive
experience, for all airport visitors. Improve customer relations
Improve infrastructure planning and resource utilisation Improve
on-time performance Drive retail opportunities Offer retailers and
airlines, the ability to deliver targeted customer specific
information 20
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April 2011 Privacy and Trust VSI is not a direct marketing
tool. It is an augmented intelligence engine designed to assist the
user, learning through experience To provide useful information to
a consumer, that they are likely to act on, all we need to know is
their personality, their context, and their opportunity We do not
need to know the identity of a consumer to know their personality
Trust is a key ingredient in consumer relations VSI will comply
with all relevant privacy legislation, including EU
legislation
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April 2011 Trust Is Everything The fourth principle
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VSI: Solution Overview 23 ADMIN & DEVICE MANAGEMENT
CONSUMER INPUTS/OUTPUTS DATA INPUTS ONE WAY COMMUNICATION AD
TARGETING & DELIVERY DEVICE FINGERPRINTING, TARGETING, DELIVERY
PREMIUM CONTENT DELIVERY REPORTING & ANALYTICS FIXED
SCREENS/SIGNAGE KIOSKS GATES CHECK- IN ARRIVAL HALL WAY FINDING TWO
WAY TRAFFIC ANALYTICS FLIGHT INFORMATION DATA (FIDs) CRM
ADVERTISING CONTENT WEATHER VSI TWO-WAY COMMUNICATION Screens data
can change based on the flight destination and physical location
within the airport. TWO-WAY COMMUNICATION Screens data can change
based on the flight destination and physical location within the
airport. INDIVIDUAL TAGGING (dwell monitor, presence alert,
companion ID) INDIVIDUAL TAGGING (dwell monitor, presence alert,
companion ID) COMMUNICATION MANAGEMENT MOBILE DEVICES TWO-WAY
COMMUNICATION Device sends back information based on user location
and user-entered flight detail which the system uses to target and
relate information back to the customer. TWO-WAY COMMUNICATION
Device sends back information based on user location and
user-entered flight detail which the system uses to target and
relate information back to the customer.
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24 TIME TILL BOARDING: 23mins GATE: 51 DISTANCE TO GATE: 0m
FLIGHT: QF123SYD TIME: 1:30pm KL TIME: 11:30am Your Flight has been
delayed Click for more information Your flight (QF123) has been
delayed by 30mins due to a technical fault FLIGHT UPDATE Why not
take the chance to go and grab yourself a free coffee on us Time to
shop: 3mins Location: Store K 3 COUPON
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Overview of Reporting System 25 Viocorp Systems Intelligence
augmented intelligence in real-world applications
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The Value Proposition 45 VALUE PASSENGERS BENEFITS
Entertainment Offers Shopping information Free Wifi PASSENGERS
BENEFITS Entertainment Offers Shopping information Free Wifi
AIRPORT OPERATORS BENEFITS New revenue streams Increased revenue
Improved reporting & analytics Integrated systems Increased
advertising & promotion opportunities AIRPORT OPERATORS
BENEFITS New revenue streams Increased revenue Improved reporting
& analytics Integrated systems Increased advertising &
promotion opportunities RETAILERS BENEFITS Drive purchases Increase
revenue Brand awareness Promotion opportunities RETAILERS BENEFITS
Drive purchases Increase revenue Brand awareness Promotion
opportunities AIRLINES BENEFITS Customer service Faster boarding
Increased revenue Promotion opportunities AIRLINES BENEFITS
Customer service Faster boarding Increased revenue Promotion
opportunities
Slide 46
April 2011 Next Steps TEST TRAINING In-depth training CLIENT
TESTING Admin UAT Frontend UAT END USER TESTING Beta release Focus
groups UAT report TEST TRAINING In-depth training CLIENT TESTING
Admin UAT Frontend UAT END USER TESTING Beta release Focus groups
UAT report 46 IMPLEMENTATION FRONTEND BUILD Template production
Device testing VSI & INFRASTRUCTURE SETUP Hardware setup
Software setup API integration Customisation CONTENT INGESTION
Media ingest Bulk content ingest IMPLEMENTATION FRONTEND BUILD
Template production Device testing VSI & INFRASTRUCTURE SETUP
Hardware setup Software setup API integration Customisation CONTENT
INGESTION Media ingest Bulk content ingest DESIGN USER EXPERIENCE
Information architecture Wireframes Usability testing (paper
prototype) Concept development Key screens Design usability testing
INTEGRATION PLANNING Billing integration Tracking and analytics CRM
integration Third party integration DESIGN USER EXPERIENCE
Information architecture Wireframes Usability testing (paper
prototype) Concept development Key screens Design usability testing
INTEGRATION PLANNING Billing integration Tracking and analytics CRM
integration Third party integration DEFINE BUSINESS REQUIREMENTS
Feasibility / analysis Content partners Retailer integration
Workflow requirements SOLUTION DEFINITION Scoping / feasibility
Functional requirements Solution architecture Project plan
Integration strategy DEFINE BUSINESS REQUIREMENTS Feasibility /
analysis Content partners Retailer integration Workflow
requirements SOLUTION DEFINITION Scoping / feasibility Functional
requirements Solution architecture Project plan Integration
strategy