The document discusses personalization and context-aware services. It describes how personalization involves linking user preferences, devices, services and context to provide a customized experience. Personalization requires an expandable user profile that captures preferences and restrictions for different applications and services. The use of semantics and ontologies is proposed to conceptualize profiles and contexts in order to better integrate and adapt services to user needs. The challenges of usability, infrastructure variability and technology complexity are also addressed to ensure personalization enhances rather than hampers the user experience.

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

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

3. WWRF White Paper User profile/Profiling
Process description
I-centric profile establishment Service selection process
• focus on user control • based on roles/context
Set-up of service profile • service offer
• preferences Service usage
• group membership • feed-back to user profile
User profile
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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:
Presented
• Filtering of content
in Jan 2003
• Customisation of information presented
• Service discovery
• Tagging of data
Personalisation components
๏
– Rendering
– Personal assistants
– Context sensors
– User profile
– Secure and seamless authentication
Users involvement
๏
– Have roles (e.g. fisherman,..) according to context and personal preferences
– Personal assistant (Avatar) which takes over certain tasks
8.1.2003, 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
8.1.2003, Josef Noll Personalisation 5

6. Personalised Profile & Context
The preferences and settings of a user are captured in the
๏
user profile.
Key item: personalisation & context
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
adapted to
accesses
Context
User
Services
8.1.2003, Josef Noll Personalisation 6

7. Personalisation - A user-centric approach
Roles,
Identities
User
User profile,
behaviour
privacy
Location,
Proximity
Community
Context,
Presence
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8. Requirements on the User Profile
Expandable user profile to incorporate additional
๏
Key item: personalisation & context
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.
8.1.2003, 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.
8.1.2003, Josef Noll Personalisation 9

10. User profiles/profiling -
“Now” - 2008
The comments
“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”
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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
20-30 % of all phones worldwide will be smartphones by
2009
30 % 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”
[Movation White Paper, Mobile Phone Evolution, April
2007]
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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
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13. User profiles/profiling -
“Nobody is willing to pay for it”
“Mobile advertisement is 1000 to 10000 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)
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14. Technology is in place
Semantics, Web Services,...
Integration through Ontologies
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15. Why Semantics?
 Conceptual Level
lunch (.es)
lunch (.no)
Semantic Technologies: Diamond in the Rough?
Source: Juan Miguel Gomez, Universidat Carlos III de Madrid

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

17. Resource Description Framework (RDF)
W3C recommendation (http://www.w3.org/RDF)

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]
Josef Noll
hasName
hasAffiliation
Josef UniK
hasHomePage
http://www.unik.no
Semantic Technologies: Diamond in the Rough?
Source: Juan Miguel Gomez, Universidat Carlos III de Madrid

18. Mobile Semantic Web Services
Architecture
WS platform
Published in
Service
Registry
Service request Semantic Web Service
searches
Service Service
creates sends to
request Discovery
Service
input for
Described Description
Web in
(.wsdl)
Services
Service
Message Message
Exchange Exchange
Invocation
Client
understand
s
Devices: Mobile & proximity services:
uses
Service
profiles, goals
radio, protocols, service
capabilities, integration
searches
communities Platform
understands
Ontology
understands
User:
roles, expressed in expressed and
Requester
Service
terms of publishes in
identities, Ontology terms of
Ontology
communities Mediation of
Ontologies
Semantic Description
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19. Formalisation of Environment (in demo)
Service use
Expway DVB-H ESG ETSI Specification: PDF
Providers implements
Labkit
produces
represents
Source ontology :
http://purl.oclc.org/wellcom/esg.owl
ESG-XML
ESG HTML Documentation:
-ScheduleEvent
Ontology http://weblrsm.ensiie.fr/wellcom/index.html
-Content
-Service
User & Device STB
uses/
gathers imports
environment
ESG
Client UEVE Query/
ESG Store schema
Manager
Expway
stores
ESG API
Expway ESG
Wellcom Ontology
Backend Query
Backend
OWL
WellCom Application
schemas
Web APIs s
Semantic
Browser http Browser User Device Service
Ont. Ont. Ont.
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 http://references.jnoll.net
 Semantics, see quot;Semantic Service Creation for Mobile Usersquot;,
15. August 2007, Lappeenranta, Finland
 User profile, see WWRF (not public, ask Josef)
 quot;User Profiles for Mobile Servicesquot;, Seminar: Semantisk web i praksis,
Software 2008, Oslo, Februar 2008
 ... (sorry for not having mentioned other partner contributions)
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21. 21
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22. www.itea-wellcom.org
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