Semantic Technologies 2
Applied Service Science:
Current Trends in Mobile Services
Dr. Anna Fensel
9 March 2011
© Copyright 2010 Anna Fensel
1
Outline
• Service Science Introduction
• Applied Examples from Mobile Services Area
– Service Representation Models
– From „Walled Gardens“ to Wholesale Applications Community
– Mobile Advertising
• Summary
• References
2
What is Service Science, and why might it be important?
SERVICE SCIENCE
3
What is SSME?
(Services Sciences, Management, and Engineering)
• The application of scientific, management, and
engineering disciplines to tasks that one organization
beneficially performs for and with another (‘services’)
• Science is a way to create knowledge
• Engineering is a way to apply knowledge and create new
value
• Business Model is a way to apply knowledge and
capture value
• Management improves the process of creating and
capturing value
4
4
“Service Science is just ___<name your discipline>____”
General
Systems
Theory
A Service
System is
Complex
OR/IE
MS
Economics & Law
CS/AI
Multiagent Systems
Game Theory
Service
Operations
Marketing
Management
Quality
Supply Chain
Human Factors
Design
Innovation
Engineering
Systems
Computing
Economics
Arts
Science
Information
Science
(i-schools)
MIS
Anthropology
Organization
5
& Psychology
Theory
5
What kinds of skills should a service scientist have?
Academic disciplines evolving to combine
technology, business, and social-organization
1. Information Sci & Sys
1990-2004
1900-1960
Technology
2. Service Ops & Mgmt
15. Human Capital
Management (HCM)
3. Service Engineering
4. Service Marketing
21 18
10
3
11
5
13 2
7
17
8
1
6
12 4
15
16 27
22
9 25
8. Management of
Innovation & Tech (MoT)
9. Experimental
Economics
10. AI & Games
11. Management of
Information Systems
13. Performance Support
Systems In Business &
Organization
17. Operations Research
18. Systems Engineering
28
7. Computational
Organization Theory
12. Computer Supported
Collab. Work (CSCW)
16. Organization Theory
14
5. Social Complexity
6. Agent-based computational economics
14. Computer &
Information Sciences
23
SocialOrganizational
1960-1990
19
20
19. Management Science
20. Game Theory
21. Industrial Engineering
22. Marketing
23. Managerial
Psychology
24
Business
24. Business
Administration (MBA)
25. Economics
26. Law
26
27. Sociology
Before 1900 28. Education
6
6
Changing nature of work - away from farms and factories…
World’s Large Labor Forces
US shift to service jobs
A = Agriculture, G = Goods, S = Service
2009
2009
Nation
(A) Agriculture:
Labor
%
A
%
G
%
S
%
40yr Service
Growth
China
25.7
49
22
29
142%
India
14.4
60
17
23
35%
(G) Goods:
U.S.
5.1
1
23
76
23%
Value from
making products
Indonesia
3.5
45
16
39
34%
Brazil
3.0
20
14
66
61%
Russia
2.4
10
21
69
64%
Japan
2.2
5
28
67
45%
Nigeria
1.6
70
10
20
19%
Bangladesh
2.1
63
11
26
37%
Germany
1.4
3
33
64
42%
Value from
harvesting nature
(S) Service:
Value from enhancing the
capabilities of people and their ability
to interconnect and co-create value
CIA Handbook, International Labor Organization
Note: Pakistan, Vietnam, and Mexico now larger LF than Germany
The largest labor force migration in
human history is underway, driven by
global communications, business and
technology growth, urbanization and
regional variations in labor and
infrastructure costs and capabilities.
Employment Change
Numeric change in wage-salary employment by industry
sector, projected 2004-14 (Thousands)
Professional and business service
4566
Healthcare and social assistance
4303
7
[ref: US Department of Labor, Bureau of Labor Statistics]
7
Service Worlds: Economics and Social Science
Information services is where recent growth is
The Origin
of Wealth
by Eric D.
Beinhocker
Estimated world (pre-1800) and then
U.S. Labor Percentages by Sector
120
100
2M years as hunting clans/bands
10K years as farm families
200 years as factory workers
60 years (so far) as knowledge
workers in organizations
and now digital networks
Services (Info)
Services (Other)
Industry (Goods)
Agriculture
Hunter-Gatherer
80
60
40
20
The Pursuit of
Organizational
Intelligence,
By James G.
March
20
00
00
0
YA
20
00
0
YA
10
00
0
YA
20
00
YA
18
00
18
50
19
00
19
50
20
00
20
50
0
Estimations based on Porat, M. (1977) Info
Economy: Definitions and Measurement
8
IBM‘s Perspective
9
9
IBM‘s Service Science Initiative
10
http://www-03.ibm.com/press/us/en/attachment/25091.wss?fileId=ATTACH_FILE1&fileName=Podcast%20interview%20with%20SFSU.mp3
10
As a Scientific Discipline
http://www.usnews.com/usnews/edu/grad/articles/brief/gbeng_brief_2.php
11
11
Large Markets (1)
12
12
Large Markets (2)
13
13
Over 400 Universities world-wide are engaged
14
14
Applied Examples
SERVICES
REPRESENTATIONS
15
Variety of Services Representations
• Semantic, general purpose, for the Web: WSMO, OWL-S
• Business processes orientation: USDL
• Mobile platforms and user presentation-oriented
services: m:Ciudad example
• Industrial mobile apps: Android example
16
WSMO – W3C Member Submission
(http://www.wsmo.org)
Objectives that a client may
have when consulting a Web Service
Provide the formally
specified terminology
of the information used
by all other components
Semantic description of Web
Services:
• Capability (functional)
• Non-functional properties
• Interfaces (usage)
Connectors between components with
mediation facilities for handling
heterogeneities
17
OWL-S – W3C Member Submission
OWL-S represents an upper ontology for the description of Semantic Web
Services expressed in OWL.
• It has its roots in the DAML Service Ontology (DAML-S).
• It adopts existing Semantic Web recommendations (i.e. OWL).
• It maintains bindings to the Web Services world by linking to WSDL descriptions.
•
The OWL-S class Service
– provides an organizational point of
reference for a declared Web service.
•
The class has three properties:
– presents
•
•
Defines what service does.
Points to the ServiceProfile instance.
– supports
•
•
Defines how to access the described
service.
Points to the ServiceGrounding
instance.
OWL-S Conceptual Model
– describedBy
•
•
Defines how the service works.
Points to the ServiceModel instance.
Figure taken from David Martin at al. OWL-S: Semantic Markup for Web Services, W3C Member Submission 22 November 2004
18
USDL: Universal Service Description Language
(by SAP)
Business
part
defined
l
explicitly
19
m:Ciudad – Vision
An example of an approach for user-generated mobile services
m:Ciudad, a step forward in Mobile User-generated Content and Services. A service
infrastructure for the mobile platform for:
•
•
•
•
Instantaneous, on-the-go service creation and provision.
The mobile user as a prosumer: producer,
provider and consumer of services
and their associated contents.
Fixed versus mobile service convergence
in a wide sense: one worldwide
user-powered content network.
Efficient context utilization. Automatic/manual
context-aware content generation
and publication.
Discovery, access and mobile-to-mobile
communication in a very distributed, volatile
platform (such as the mobile one, with the
service “not-always-on” paradigm).
Question: What is the supposed m:Ciudad
business model, and how it can be attractive
for smaller mobile operators?
Authoring
(p.e.
mBlog)
MyAgents
(p.e.
Shopping
Assistant)
Sensorbased
(p.e.
TrafficJam
)
Mobile
UserGenerated
Services
My
Personal
Data (p.e.
MyCollecti
ons)
My Likes
(p.e.
CoolClub)
My
Services,
My
Games,
etc.
m:Ciudad microservices
http://www.mciudad-fp7.org
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m:Ciudad – Mobile Service Model High Level View
•
•
•
•
Logic
Metadata
„Meta-metadata“
Content
(Parameters,
Instantiation)
• Presentation
„Exposable“ parts
are modelled
semantically and
are on the client side
21
Services Representations - Discussion Questions
• How many more service representations and
ontologies to come?
• Could there be one that fits all?
– If yes, how would it look like and how would an
agreement on it be achieved?
22
Applied Examples
From “Walled Gardens” to
Wholesale Applications
Community (WAC)
23
Mobile Services: a View from the („Walled
Garden“) Mobile Operators Perspective
Walled closed gardens
with resources to
benefit from:
- Own networks
- Own standards
- Political alliances,
device manufacturers
bindings, etc.
- Own mobile platforms
from manufacturers
- Blown-up monopolistic
pricing
- Own Apps stores
- Own-closed so on
„You do not need to be good, you need to be better than competitors“
– a representative of an undisclosed leading national mobile operator from
one of the EU countries in 2008
24
Mobile Services: a View from the (Open) Web
Perspective, 2009
•
•
Web has had a certain success going mobile
Many Web Services and APIs were originally developed with server to
server or server to browser in mind, not mobile applications
Yet it is still to meet mobile network operators and device manufacturers,
who are about an easy profit, not openness or an „ideal free world“.
25
Google’s Mobile Services – Also Open for Other
Handsets, Including iPhone
[http://www.google.com/mobile/]
26
Google‘s Android Platform Services:
Activities-Intents Model & Resources Access
27
Android‘s Active Usage, 2009
28
WAC – Mobile Web 2.0
•
Wholesale Applications Community (WAC) platform first release in
February 2011
•
See a seprate set of WAC overview slides:
http://www.slideshare.net/mobile20/wholesale-applications-community
and links to the websites in the references.
29
From „Walled Gardens“ to WAC - Discussion
Questions
• Will WAC or its approach be successful?
• What would successful WAC services offer and
how would they look like?
30
Applied Examples
MOBILE ADVERTISING
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The problem
with traditional
advertising is
that it's a
"disconnected"
process
© Copyright 2010 Anna Fensel
32
Trends on why brand marketers have to
beyond just messaging
• Mobile services and web applications are the
future
• We are creators not consumers (the power of
user generated content)
• “I am not a number, I am a tag“ (no need to know
a number/IP to call someone – disruptive for
telecom businesses)
• Communities will the way to build engagement
(the population that is always in contact with friends
and colleagues and trust them more than
professional branded messages)
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34
35
Art meets mobile meets social media.
•
•
•
SMS as graffiti.
The idea is that you send in your
text message to the central
system and then the messages
are projected on to buildings
(interior or exterior) in specific
shapes or formats.
The text messages appeared in
speech bubbles.
36
Nike ID
• Nike erected a large, interactive
billboard in Times Square.
• Passers-by could use their cell
phones to text in their own custom
design and receive a free pair of
Nike IDs.
• Individuals went nuts when they
saw their own shoes posted live on
the jumbotron in front of them.
• Nike gave away 3000 pairs
of shoes in this promotion
• Users were just as excited by their
design on the billboard as they
were by the free footwear
37
SMEs
in Location
Aware Mobile
Advertising
www.sengaro.com
Why is it
important to
work together?
www.poido.ru
© Copyright 2010 Anna Fensel
38
By 2011, global
advertising industry
will be close to $600B.
Can mobile start to
increase its revenue
share from its current
levels of less than
0.2% to 2-5% by then?
© Copyright 2010 Anna Fensel
39
Mobile Advertising - Discussion Questions
• How will the advertisement of the future look like?
• Who will benefit the most if it goes mobile?
• Where could semantic technologies add value?
40
SUMMARY
41
Summary
• Service Science appearance is linked to the fact that we move
to a service economy
• There are numerous challenges in new technology and only
part of them are technical => cooperation across research
fields is required
– also at times cooperation with such entities as policy makers, funding
agencies, politicians, press, etc. makes an impact too
• There is also a large potential for beneficial adoption of
Semantics in real world (here, mobile) services
42
REFERENCES
43
43
References
•
•
•
•
Lecture 3 at the University of Innsbruck Master course lecture “Semantic
Web Services”. URL: http://www.stiinnsbruck.at/teaching/curriculum/semantic-web-services.
Spohrer, J. and Maglio, P.P. „The Emergence of Service Science: Toward
systematic service innovations to accelerate co-creation of value”, white
paper. URL: http://www.almaden.ibm.com/asr/resources/jspm.pdf.
“Making Service Science Mainstream”, a white paper based on the 2009
Service Science Summit. URL: http://www.servicefactory.aalto.fi/fi/wpcontent/themes/default/Service_Science_Summit_White_Paper.pdf.
Lectures 7 and 10 at the University of Innsbruck Master course lecture
“Semantic Web Services”. URL: http://www.stiinnsbruck.at/teaching/curriculum/semantic-web-services.
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References
•
•
•
•
•
Cardoso, J., Winkler, M., Voigt, K. “A Service Description Language for the
Internet of Services”, In Proceedings of International Symposium on Services
Science, March 23-25, Leipzig, Germany, LNBIP, 2009. URL:
http://eden.dei.uc.pt/~jcardoso/Research/Papers/ISSS-2009-Serv-Desc-Langfor-the-IoS.pdf.
Davies, M., Carrez, F., Urdiales, D., Fensel, A., Narganes, M., Danado, J.
"Defining User-Generated Services in a Semantically-Enabled Mobile Platform".
In Proceedings of 12th International Conference on Information Integration and
Web-based Applications & Services (iiWAS2010), 8-10 November 2010, Paris,
France, ACM (2010).
Darcey, L., Conder, S. “Sams Teach Yourself Android Application Development in
24 Hours”, Chapter 3, June 2010.
Wholesale Applications Community (WAC): www.wacapps.net (company),
www.wacappsnow.net (developer website).
Sharma, C., Herzog, J., Melfi, V. “Mobile Advertising: Supercharge Your Brand in
the Exploding Wireless Market”, Wiley, March 2008.
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Questions?
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