Lecture 6 Advancing Technology

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Lecture 6Advancing Technology
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Learning Outcomes

• Provide definition to the Semantic Web
• Identify key features
• Acknowledge current stage of development
• E-commerce

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What is the Semantic Web?
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What is the Semantic Web?

• The Semantic Web is an extension of the current
  web in which information is given well-defined
  meaning, better enabling computers and people to
  work in co-operation
• (Berners-Lee, Hendler, Lassila, The Semantic
  Web, Scientific American, May 2001)

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What does it do?

• The Semantic Web provides a common framework that
  allows data to be shared and reused across
  application, enterprise, and community
  boundaries. It is a collaborative effort led by
  W3C with participation from a large number of
  researchers and industrial partners. It is based
  on the Resource Description Framework (RDF),
  which integrates a variety of applications using
  XML for syntax and URIs for naming.
• (Note URIs unique resource indicators replace
  tradition URLs unique resource locations)

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The future vision

• The Semantic Web is a vision the idea of having
  data on the web defined and linked in a way that
  it can be used by machines not just for display
  purposes, but for automation, integration and
  reuse of data across various applications

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Current Web

• There are more and more data on the Web
• government data, health related data, general
  knowledge, company information, flight
  information, restaurants,
• More and more applications rely on the
  availability of that data
• Imagine a Web where
• documents are available for download on the
  Internet
• but there would be no hyperlinks among them

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Data on the Web is not enough

• We need a proper infrastructure for a real Web of
  Data
• data is available on the Web
• accessible via standard Web technologies
• data are interlinked over the Web
• i.e. data can be integrated over the Web
• This is where Semantic Web technologies come in

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Current Web
Resources identified by URI's untyped Links href, src, ... limited, non-descriptive User Exciting world - semantics of the resource, however, gleaned from content Machine Very little information available - significance of the links only evident from the context around the anchor
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The Semantic Web simple extension to current web
Resources Globally Identified by URI's or
Locally scoped (Blank) Extensible and
Relational Links Identified by URI's
Extensible and Relational User Even more
exciting world, richer user experience Machine
More processable information is available (Data
Web) - Binary relationships capture the meaning
of the link Computers and people Work, learn
and exchange knowledge effectively
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Principles behind the concept

• Principle 1 - Everything Identifiable is on
  software
• Any abstract thing can have a URIxxx.
• URIs can be dereferenced
• Some properties allow unambiguous identification

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Principle 2 Partial Information

• The current Web is unbounded
• Sacrifices link integrity for scalability
• The Semantic Web is unbounded
• Anyone could say anything about anything
• There will always be more to discover
• Don't expect global consistency of all data

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Principle 3 - Evolution

• Allow effective combination of the independent
  work of diverse communities
• Support the ability to add new information
  without insisting that the old be modified
• Provide communities the ability to resolve
  ambiguities and clarify inconsistencies
• Use descriptive conventions that can expand as
  human understanding expands

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Principle 4 Minimalist Design

• Make the simple things simple, and the complex
  things possible
• Enable simple applications now that plan for
  future complexity (e.g. Dublin Core, RSS,
  MusicBrainz)
• Standardise no more than is necessary
• Result more than the sum of the parts

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The rough structure of data integration

• Map the various data onto an abstract data
  representation
• make the data independent of its internal
  representation
• Merge the resulting representations
• Start making queries on the whole!
• queries not possible on the individual data sets

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A simplified bookstore data (dataset A)
ISBN Author Title Publisher Year
0006511409X id_xyz The Glass Palace id_qpr 2000
ID Name Homepage
id_xyz Ghosh, Amitav http//www.amitavghosh.com
ID Publishers name City
id_qpr Harper Collins London
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1st export your data as a set of relations
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Some notes on the exporting the data

• Relations form a graph
• the nodes refer to the real data or contain
  some literal
• how the graph is represented in machine is
  immaterial for now

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Another bookstore data (dataset F)
A B C D
1 ID Titre Traducteur Original
2 ISBN 2020286682 Le Palais des Miroirs A12 ISBN 0-00-6511409-X
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4
5
6 ID Auteur
7 ISBN 0-00-6511409-X A11
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9
10 Nom
11 Ghosh, Amitav
12 Besse, Christianne
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2nd export your second set of data
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3rd start merging your data
The Glass Palace
atitle
http//isbn/000651409X
ayear
2000
apublisher
acity
London
aauthor
Harper Collins
ap_name
http//isbn/000651409X
aname
ahomepage
Le palais des miroirs
foriginal
Ghosh, Amitav
http//www.amitavghosh.com
ftitre
fauteur
http//isbn/2020386682
ftraducteur
fnom
fnom
Ghosh, Amitav
Besse, Christianne
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3rd start merging your data
atitle
The Glass Palace
http//isbn/000651409X
ayear
2000
Same URI!
apublisher
acity
London
aauthor
Harper Collins
ap_name
http//isbn/000651409X
aname
ahomepage
Le palais des miroirs
foriginal
Ghosh, Amitav
http//www.amitavghosh.com
ftitre
fauteur
http//isbn/2020386682
ftraducteur
fnom
fnom
Ghosh, Amitav
Besse, Christianne
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3rd start merging your data
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Start making queries

• User of data F can now ask queries like
• give me the title of the original
• well, donnes-moi le titre de loriginal
• This information is not in the dataset F
• but can be retrieved by merging with dataset A!

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However, more can be achieved

• We feel that aauthor and fauteur should be
  the same
• But an automatic merge doest not know that!
• Let us add some extra information to the merged
  data
• aauthor same as fauteur
• both identify a Person
• a term that a community may have already defined
• a Person is uniquely identified by his/her name
  and, say, homepage
• it can be used as a category for certain type
  of resources

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3rd revisited use the extra knowledge
atitle
The Glass Palace
http//isbn/000651409X
ayear
2000
Le palais des miroirs
foriginal
ftitre
apublisher
acity
London
http//isbn/2020386682
aauthor
Harper Collins
ap_name
fauteur
ftraducteur
rtype
rtype
http//foaf/Person
aname
ahomepage
fnom
fnom
Besse, Christianne
Ghosh, Amitav
http//www.amitavghosh.com
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Start making richer queries!

• User of dataset F can now query
• donnes-moi la page daccueil de lauteur de
  loriginal
• well give me the home page of the originals
  auteur
• The information is not in datasets F or A
• but was made available by
• merging datasets A and datasets F
• adding three simple extra statements as an extra
  glue

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Combine with different datasets

• Using, e.g., the Person, the dataset can be
  combined with other sources
• For example, data in Wikipedia can be extracted
  using dedicated tools
• e.g., the dbpedia project can extract the
  infobox information from Wikipedia already

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Merge with Wikipedia data
atitle
The Glass Palace
http//isbn/000651409X
ayear
2000
Le palais des miroirs
foriginal
ftitre
apublisher
acity
London
http//isbn/2020386682
aauthor
Harper Collins
ap_name
fauteur
ftraducteur
rtype
http//foaf/Person
aname
rtype
ahomepage
fnom
fnom
rtype
wisbn
Besse, Christianne
Ghosh, Amitav
http//www.amitavghosh.com
http//dbpedia.org/../The_Glass_Palace
foafname
wreference
wauthor_of
http//dbpedia.org/../Amitav_Ghosh
wborn_in
http//dbpedia.org/../Kolkata
wauthor_of
http//dbpedia.org/../The_Hungry_Tide
wlat
wlong
wauthor_of
http//dbpedia.org/../The_Calcutta_Chromosome
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Is that surprising?

• It may look like it but, in fact, it should not
  be
• What happened via automatic means is done every
  day by Web users!
• The difference a bit of extra rigour so that
  machines could do this, too

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It could become even more powerful

• We could add extra knowledge to the merged
  datasets
• e.g., a full classification of various types of
  library data
• geographical information
• etc.
• This is where ontologies, extra rules, etc, come
  in
• ontologies/rule sets can be relatively simple and
  small, or huge, or anything in between
• Even more powerful queries can be asked as a
  result

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Goals of Semantic Web

• Web of data - provides a common data
  representation framework to facilitate
  integrating multiple sources to draw new
  conclusions
• Increase the utility of information by connecting
  it to its definitions and to its context
• More efficient information access and analysis
• Potential of binary relationships
• "The bane of my existence is doing things that I
  know the computer could do for me."
• (Dan Connolly, The XML Revolution)

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Enabling Standards and Technologies the Layer
Cake
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Semantic Web bus
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Community Development

• Semantic Web benefits from a broad participation
  from vendors, users, researchers and communities
  defining enabling technologies
• Examples include
• Commercial
• Digital Library
• Education
• Government
• Military
• Museums
• Life Sciences Research
• Open Source / Web

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Semantic Web application

• Case Studies
• Supply Chain ManagementBiogen Idec
• Media ManagementBBC
• Data Integration in Oil GasChevron
• Web Search and Ecommerce
• http//www.cambridgesemantics.com/en_GB/semantic-u
  niversity/example-semantic-web-applicationssupply
  -chain-management

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Lessons Learned to date

• RDF as a general information model is applicable
  to many uses (many of which were never even
  thought about)
• Common data representation and architecture
  drives down (technical/ social) costs
• Facilitates serendipitous interoperability -
  breaking down the barriers of domain knowledge
• When anyone can say anything about anything",
  who you trust is important
• Beneficial to solving interoperability in Open
  (rather than Closed) systems
• Closed systems are becoming more and more Open -
  addressing these issues now seems cost effective
  in long run

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Future Directions

• Facilitate Semantic Web infrastructure -
  stimulate the network effect of data
• Data Access
• Best Practices for vocabulary / ontology
  development
• Development of ontology registries for Open
  vocabularies to help bootstrap application
  deployment in interoperable manners
• Increased focus on stimulating domain-specific /
  verticle-market applications
• Investigate additional enabling standards that
  help build the Semantic Web

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Additional Information

• W3C World Wide Web Consortium-http//www.w3.org/
  
• W3C Semantic Web Activity-http//www.w3.org/2001/
  sw/
• Eric Miller, W3C Semantic Web Activity Lead-
  http//www.w3.org/People/EM/

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Simple introduction

• http//www.youtube.com/watch?vOGg8A2zfWKg

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Electronic Commerce
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The Digital Firm

• Electronic commerce (e-business) requires new
  mindset to try to find successful internet
  business model
• E-commerce is an emerging concept that describes
  the process of buying, selling or exchanging
  products, services and information via computer
  networks including the Internet

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What is e-commerce?

• http//www.youtube.com/watch?v3wZw2IRb0Vg

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EC Four Perspectives

• Communications - EC is the delivery of
  information, products/services, or payment over
  telephone lines, computer networks or other
  electronic means
• Business Process EC is the application of
  technology toward the automation of business
  transactions and work flow
• Service EC is a tool that addresses the desire
  of firms, consumers and management to cut service
  costs while improving the quality of goods and
  increasing the speed of service delivery
• Online EC provides the capability of buying and
  selling products and information on the Internet
  and other online services
• (Kalakota and Whinston, 1997)

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Benefits of EC

• I.T. Infrastructure information flows
  seamlessly throughout
• Direct communication between trading partners
  disintermediation (removes intermediate layers,
  streamlines processes)
• Vendors can provide information 24 hours a day
• Can extend distribution channels
• Can reduce transaction costs
• Reduces information asymmetry asymmetry exists
  when one party has more information that the
  other
• Increases richness, depth and detail of
  information
• Increases reach, number of people contacted

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Internet Business Models

• Virtual Storefront sells goods/services online
• Marketplace concentrator concentrates
  information from several providers
• On-line exchange bid-ask system, multiple
  buyers/sellers
• Information broker provides information on
  products, pricing, etc.
• Transaction broker buyers view rates, terms
  from various sources
• Auction Electronic clearinghouse products and
  prices change in relation to demand

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Internet Business Models (2)

• Reverse Auction buyer sets price, submits to
  multiple sellers
• Aggregator group pools orders for volume
  discount
• Digital product delivery download and sell
  software and other digital products
• Content provider create revenue through
  providing content and advertising for client
• On-line service provider provides service and
  support for HW/SW products
• Virtual Community chat room, online meeting
  place
• Portal initial point of entry to Web,
  specialized content/services
• Syndicator aggregate information from several
  sources sold to other companies

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Types of EC

• Business-to-business (B2B) most EC is of this
  type electronic market transactions between
  organisations
• Business-to-consumer (B2C) retailing
  transactions with individual shoppers
  (amazon.com)
• Consumer-to-consumer (C2C) eg selling in
  classified ads (www.classified2000.com)
• Consumer-to-business (C2B) individuals who sell
  to organisations, individuals who seek sellers,
  interact with them and conclude a transaction
• Nonbusiness EC academic institutions,
  not-for-profit orgns, religious orgns, social
  orgns, government agencies to reduce expenses
  (eg improve purchasing) or improve operations and
  customer service
• Intrabusiness EC all internal organisational
  activities usually performed on intranets (see
  later slides)

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How does EC market work?
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Intelligent Agents

• Internet empowers consumers with vast amounts of
  information, pressure on web retailers to beat
  competition
• EC aids comparison shopping in 5 ways
• Search of hypertext files by agents e.g.
  BargainFinder (bf.cstar.ac.com/bf)
• Search in a web-based database human and SW
  agents sharing information electronic catalogs
• Comparable item retrieval and tabular comparison
  facilitates side-by-side comparisons
• Comparison of multiple items from multiple malls
  personalised shopping bag
• Comparison as multiple-criteria decision making
  negotiation between conflicting criteria in terms
  of price, specification and delivery time,
  consider DSS

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Types of Agents
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Types of Agents (2)
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EC Payment Systems

• Credit cards secure site preserves information,
  SSL (Secure Socket Layer), SET (Secure Electronic
  Transaction)
• Electronic Funds Transfer (EFT) transfers money
  value from one bank account to another (uses
  debit card e.g. switch)
• Stored-value cards and E-cash digital currency
  used for micropayment e.g. smart cards
• Electronic Check Systems similar to paper-based
  cheque system

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Security schemes for E-payment

• 4 essential security requirements
• Authentication a method to verify the buyers
  identity before payment is authorised
• Encryption a process of making messages
  indecipherable except by those who have an
  authorised decryption key
• Integrity ensuring that information will not be
  accidentally or maliciously altered or destroyed
  during transmission
• Nonrepudiation protection against customers
  denial of orders placed and against merchants
  denial of payments made

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Intranet and Extranet

• Internet is a public and global communication
  network that provides direct connectivity to
  anyone over a LAN or ISP
• Intranet is a corporate LAN or WAN that uses
  TCP/IP protocol and is secured behind companys
  firewall provides the infrastructure for many
  intrabusiness commerce applications
• Extranet or extended network uses TCP/IP
  protocol to link intranets in different
  locations. Security provided via tunnels of
  secured data flows, using cryptography and
  authorisation algorithms to provide virtually
  private network (VPN)

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Functions of Intranet/Extranet

• Corporate/department/individual web pages
• Database access web-based DB
• Search engines and directories assist key-word
  searches
• Interactive communication chatting, audio and
  video-conferences
• Document distribution and workflow web-based
  download and routing of documents
• Groupware e-mail and bulletin board
• Telephony- intranets are perfect conduit for
  computer-based telephony
• Integration with EC interface with
  Internet-based electronic sales and purchasing
• Extranet linking geographically dispersed
  branches, customers and suppliers to authorised
  sections of intranets happier customers, more
  efficient suppliers and reduced staff costs

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Intranet/Extranet Benefits

• E-Commerce sales and purchasing done online
• Customer service information about product
  available at touch of button
• Reduced time to market
• Enhanced knowledge sharing
• Enhanced group decision and business process
  web-based groupware and workflow systems
• Empowerment everyone has right to know
• Virtual organisations web technology at both
  ends removes barrier of incompatible technology
  between businesses

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Intranet/Extranet Benefits (2)

• Software distribution networked
• Document management open environment
• Project management share and check progress
• Training knowledge to novices
• Facilitate transaction processing data entered
  only once via web, internal control can be
  applied consistently throughout system
• Eliminate paper-based information delivery
  resulting in lower cost, easier accessibility and
  greater efficiency
• Administrative process support all operational
  functions seamlessly integrated with
  inter-organisational extranets

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Intranet Deployment Considerations
Evaluation Criteria of Intranet Platform (Turban
et al., 2000)
Scalability The efficient transaction read/write capability should be ensured as the number of users and access increases
Interoperability Enterprise Web, data warehouse, message and mail manager, online transaction processing and other nodes should have a high interoperability on the network
Configurability Vendors must provide a broadly configurable array of enterprise servers that do not require major box swaps as enterprise requirements change
Compatibility The server family must not only meet expandable configuration requirements but also standard industry specifications to protect application investment
Manageability As the trend increases, systems must address the major operational management problems concerning configuration, problem diagnosis and installation
Availability The enterprise servers must be able to sustain tens to hundreds of thousands of accesses and transactions with minimal downtime
Reliability The hardware reliability, data integrity, systems integration and operational error immunity are essential
Distributability Whether in two or three tier client/server architecture, the enterprise servers must embrace clients appropriately
Serviceability Increase uptime by mandating online serviceability through the use of hot-swappable components, remote diagnostics directly connected to vendor service centers, and predictive diagnostics
Stability The generation changes in technology and architecture must minimize upgrade disruption and preserve investment protection.
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The Future of EC

• Bright based on following trends
• Internet usage
• Opportunities for buying
• Purchasing Incentives
• Increased security and trust payment systems
• Efficient information handling
• Innovative organisations
• Virtual communities
• B2B/B2C growth

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Caselets

• ebay.co.uk
• http//www.gymboree.com
• http//www.send.com

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• Ecommerce evolution
• http//www.youtube.com/watch?v3wZw2IRb0Vg
• Top e-commerce trends of 2013
• http//www.youtube.com/watch?vRboHu-hEUk4
• Ecommerce future
• http//www.youtube.com/watch?vMMq6eaKQRH4