Semantic Technologies 2

1. Semantic Technologies 2 Applied Service Science: Current Trends in Mobile Services Dr. Anna Fensel 9 March 2011

2. Outline • Service Science Introduction • Applied Examples from Mobile Services Area • Service Representation Models • From „Walled Gardens“ to Wholesale Applications Community • Mobile Advertising • Summary • References

3. What is Service Science, and why might it be important? SERVICE SCIENCE

4. 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

5. “Service Science is just ___<name your discipline>____” Service Operations Marketing Management Quality Supply Chain Human Factors Design Innovation Engineering Systems Computing Economics Arts Science General Systems Theory A Service System is Complex OR/IE MS Information Science (i-schools) MIS Economics & Law Game Theory Anthropology & Psychology Organization Theory CS/AI Multiagent Systems

6. What kinds of skills should a service scientist have? Academic disciplines evolving to combine technology, business, and social-organization 1990-2004 1900-1960 Technology 14 28 21 18 10 3 11 5 13 2 7 17 8 1 6 4 12 15 16 27 22 9 25 24 19 Business 23 20 Social- Organizational 26 Before 1900 1960-1990

7. Changing nature of work - away from farms and factories… World’s Large Labor Forces A = Agriculture, G = Goods, S = Service US shift to service jobs 2009 2009 (A) Agriculture: Value from harvesting nature Nation Labor % A % G % S % 40yr Service Growth China 25.7 49 22 29 142% India 14.4 60 17 23 35% (G) Goods: Value from making products U.S. 5.1 1 23 76 23% Indonesia 3.5 45 16 39 34% (S) Service: Value from enhancing the capabilities of people and their ability to interconnect and co-create value 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% Employment Change CIA Handbook, International Labor Organization Note: Pakistan, Vietnam, and Mexico now larger LF than Germany Numeric change in wage-salary employment by industry sector, projected 2004-14 (Thousands) Professional and business service 4566 Healthcare and social assistance 4303 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. [ref: US Department of Labor, Bureau of Labor Statistics]

8. Service Worlds: Economics and Social ScienceInformation services is where recent growth is Estimated world (pre-1800) and then U.S. Labor Percentages by Sector The Origin of Wealth by Eric D. Beinhocker 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 The Pursuit of Organizational Intelligence, By James G. March Estimations based on Porat, M. (1977) Info Economy: Definitions and Measurement

9. IBM‘s Perspective

10. IBM‘s Service Science Initiative http://www-03.ibm.com/press/us/en/attachment/25091.wss?fileId=ATTACH_FILE1&fileName=Podcast%20interview%20with%20SFSU.mp3

11. As a Scientific Discipline http://www.usnews.com/usnews/edu/grad/articles/brief/gbeng_brief_2.php

12. Large Markets (1)

13. Large Markets (2)

14. Over 400 Universities world-wide are engaged

15. Applied Examples SERVICES REPRESENTATIONS

16. 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

17. 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

18. 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. • describedBy • Defines how the service works. • Points to the ServiceModel instance. OWL-S Conceptual Model Figure taken from David Martin at al. OWL-S: Semantic Markup for Web Services, W3C Member Submission 22 November 2004

19. USDL: Universal Service Description Language(by SAP) l Business part defined explicitly

20. m:Ciudad – VisionAn 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 servicesand their associated contents. • Fixed versus mobile service convergencein a wide sense: one worldwideuser-powered content network. • Efficient context utilization. Automatic/manualcontext-aware content generationand publication. • Discovery, access and mobile-to-mobilecommunication in a very distributed, volatileplatform (such as the mobile one, with theservice “not-always-on” paradigm). Question: What is the supposed m:Ciudad business model, and how it can be attractive for smaller mobile operators? m:Ciudad microservices http://www.mciudad-fp7.org

21. 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

22. 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?

23. Applied Examples From “Walled Gardens” to Wholesale Applications Community (WAC)

24. 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

25. 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“.

26. Google’s Mobile Services – Also Open for Other Handsets, Including iPhone [http://www.google.com/mobile/]

27. Google‘s Android Platform Services:Activities-Intents Model & Resources Access

28. Android‘s Active Usage, 2009

29. 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.

30. 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?

31. Applied Examples MOBILE ADVERTISING

32. The problem with traditional advertising is that it's a "disconnected" process

33. 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)

36. 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. Art meets mobile meets social media.

37. 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

38. Why is it important to work together? SMEs in Location Aware Mobile Advertising www.sengaro.com www.poido.ru

39. 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?

40. 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?

41. SUMMARY

42. 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

43. REFERENCES 43

44. References • Lecture 3 at the University of Innsbruck Master course lecture “Semantic Web Services”. URL: http://www.sti-innsbruck.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/wp-content/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.sti-innsbruck.at/teaching/curriculum/semantic-web-services.

45. 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-Lang-for-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.

46. Questions? 46