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The right content, when customers want
it |
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Multiple-use content breaks down |
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Customers not as forgiving as with Web |
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Paying customers demand higher quality |
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You’ve been alerted to new content
(paid for) but is it relevant? |
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You need to find content fast, where is
it? |
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Search results must be relevant |
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Personalization is an imperative |
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Quality metadata enhances the user
experience |
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Mobile user experience: right content
now, not “what you probably want to see.” |
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Content service providers can adapt
formats, but it cannot invent information reliably |
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Standardized metadata enhances
up-sell/cross-sell opportunities |
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Madonna News article -> Madonna Ring
Tone -> Madonna Video -> Madonna Alert |
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Child protection systems more reliable |
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Content service providers can
facilitate business relationships between content providers |
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User context (née “Preferences”) |
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Location |
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At work / at home / on holiday |
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Age |
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Topics of interest (“likes Madonna”) |
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Connections to others |
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Schedule |
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Situational Context |
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In a meeting |
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At a conference |
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Travelling to Dublin |
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At a concert |
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Event-based context |
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Time of day |
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Current events (the Olympics) |
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News/Information |
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Messages |
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Application-specific information (e.g.
flight timetables) |
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Putting it all together: |
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When you pick up your mobile phone on
your way to the airport for your trip to Dublin to attend a conference on
metadata, you see that your flight has been cancelled and are easily able to
rebook on an alternate flight. |
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When you arrive in Dublin, you again
glance at your phone and see that there’s a surprise Madonna concert
happening the day after your conference. You’re prompted for whether you want
to buy tickets now and extend your stay an extra day. |
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While at the conference, you receive
only high priority messages. |
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At dinner, your phone tells you that
there are others attending the same conference who will also be going to the
concert – you can choose whether or not to advertise this fact yourself to
your colleagues. You bond with your fellow Madonna fans. |
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The next day, at the concert, you
create mobile blog entries using your camera phone. News wires pick up your
pictures and you get some nice royalties. |
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…or other, more innovative, ideas… |
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Vodafone’s internal mark-up for portal
integration |
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Built to satisfy a set of specific use
cases / requirements |
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Encoding Metadata and Context
(Application) information separately from content |
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Cross-references between
content and metadata elements. |
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Extensible approach,
incorporating
existing metadata standards (PRISM,
Dublin Core) and proprietary namespaces. |
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Metadata available to any upstream
processor to enable adaptation. |
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Enabling semantics to be linked to
presentation elements (e.g. column 2 of this game results table is the team
name and column 5 is their score) means you can adapt content to the
appropriate medium. |
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Showing the whole table; showing just
columns 2 and 5; reading team name and score aloud |
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Identity |
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Metadata is most useful when linked to
user data, which implies identity |
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Need a standard for federated identity
/ federated user profile |
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This standard needs to be aligned with
other industry metadata efforts |
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Privacy |
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Who gets to see my profile? |
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Data protection rules differ depending
on location and jurisdiction |
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If I’m advertising that I’m a child
whenever I make an HTTP request from my phone, does that make me safer or
less safe? |
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Standardized metadata vocabularies also
required |
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Ok – we agree what an “music artist
name” is, but what do I call Prince? |
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Metadata is crucial for providing
coherent user experiences, particularly when it comes to mobile devices |
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Lack of standardization for metadata
inclusion means metadata exists in “islands” and is not widely
understood/implemented |
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Standardization of will lead to an
“ecosystem” of services based around metadata, and help to deliver truly
innovative experiences to mobile platforms |
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Further standardization in the area of
metadata vocabularies is also required |
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Work on metadata must be aligned with
other industry work on identity |
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Thanks, |
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Dan Appelquist |
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Vodafone Group Technology |
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daniel.appelquist@vodafone.com |