PERSONALIZATION IN SENSOR-RICH ENVIRONMENTS

Martha G Russell Senior Research Scholar, HSTAR

Execu8ve Director, mediaX at Stanford University

November 2015

Global Sensors Summit

Personaliza8on in Sensor-‐Rich Environments

In a period of Exponen8al Change, Empowerment will accelerate Abundance

•  Exponen8al Growth means our EARTH will have over 9 Billion inhabitants by 2050

•  New algorithms driving value exchanges •  I will describe

– Considera8ons for personaliza8on in sensor-‐rich environments

– Request and invita8on •  The algorithm for abundance is empowerment

We Have Survived Previous

Transforma8ons

2 – 4 – 8 – 16 -‐ ? Zero

Prin8ng

. . . to this. From this . . .

Personal wireless data systems

Compu8ng Infrastructure hTp://www.vaqueronet.com/coloca8ng.php

hTp://www.alpheuscommunica8ons.com

Service Operations

hTp://mashable.com/2009/04/30/facebook-‐friends-‐page/

USERS & Social Networks

Technology Infrastructure and Support

Sensors, data, algorithms, compu8ng pla[orm, content, human behavior, value

prac8ces ♦ engagements

value exchange

consent

Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.

prac8ces ♦ engagements

value exchange

consent

TECHNOLOGY MEDIATED


Prac8ce: Coupons


The Coupon Ecosystem

CONSUMER

MANUFACTURER’S CLEARINGHOUSE

RETAIL CLEARINGHOUSE

RETAILER MANUFACTURER

COUPON DATA PAYMENT

Source: CoupnInfoNow.com .

The Coupon Ecosystem

CONSUMER

MANUFACTURER’S CLEARINGHOUSE

RETAIL CLEARINGHOUSE

RETAILER MANUFACTURER

COUPON DATA PAYMENT

CMS: hTp://www.cms.inmar.com/processinginfo.html; Pro Logic have process descrip8on: hTp://www.prologicredemp8on.com/process.html

Over 2000 manufacturers issue 300 B coupons annually (e.g., P&G, Hormel, Miller)

3B coupons redeemed at 250,000 retail outlets annually (e.g., Safeway, CVS)

3B coupons processed at dozens of clearinghouses

2008 Coupon Revenue Es8mates

CMS: hTp://www.cms.inmar.com/processinginfo.html; Pro Logic have process descrip8on: hTp://www.prologicredemp8on.com/process.html

317 B coupons issued at $1.44 avg. $456 B in coupon value

2.6 B coupons redeemed at $1.09 $2.8B coupon value

$.08/coupon handling = $208M

manufacturer

retailer

Clearinghouse revenue (manufacturer and retailer)

Revenue es8mates: $135M*

media (crea8ve, prin8ng and distribu8on)

$1-‐$2B (es8mate) FSI spending (90% of coupon dist.) = $1B

Online adver8sing prac8ces

Online adver8sing

Sponsored search (text, cost-‐per-‐click)

Display ads (desktop, mobile, social, etc.)

Contextual ads (focus on relevance matching)

Guaranteed delivery (offline contracts)

Real-‐>me bidding

Technology enablement: computa8onal adver8sing

Sponsored search

Display ads – on Web site pages

Courtesy of Financial Times

Mobile ads

Courtesy of Financial Times

Social ads

www.facebook.com

how does this happen? via technology

network provider, tool provider, service provider,

services’ service provider, … , client apps

[ long value chain ]

Third par8es FIRST PARTY: New York Times

THIRD PARTIES: providers of content, ads, analy8cs

Cookie Visualizer for Firefox

Green–web sites visi8ng by a user Red–tracking companies and ad servers Purple–site monitoring and analy8cs

Visualiza8on of the tracking network



www.forbes.com



www.doubleclick.com


Ecosystem


Business Ecosystem


Business Ecosystem WEB SITE

THIRD PARTY ONLY

TRACKER/AD EXCHANGE

DUAL ROLE


Pla[orm Economies/API Ecosystems

Across the spectrum of sensor-‐rich environments in

learning, commerce and entertainment

Apps and systems learn about their users and promote emo8onal bonds

Digi8zing the Human

Experience

Context drives meaning of data

Inten8on drives the value

CSLI

Eng

EE Psy

Ed

SSP

SCIL

SCAnS

PBLL

GSB

Ling CHIMe

Art

Discovery Collaborations Span Stanford Labs

School of Education; Education and Learning Sciences

Digital Art Center

Graduate School Of Business

Communication Between Humans and Interactive Media

Stanford Center for Innovations in Learning

Project Based Learning Laboratory

Symbolic Systems Program

Engineering & Product

Design

Center for the Study Of Language & Information

Stanford Center for Anatomical Imaging

Computer Science

Psychology

Linguistics

Phil

Philosophy

Law Center for Legal Informatics

LIFE Learning in Informal and Formal Environments

CS

Electrical Engineering

SHL Stanford Humanities Lab

VHIL Virtual Human Interaction Lab

PBLL Work Technology & Organization

CIBR Interdiscipinary Brain Research Center

Des Stanford Joint Program in Design d.school

at S T A N F O R D U N I V E R S I T Y

Memberships for Discovery Collabora8ons

Smart Spaces Connected Productivity Platforms Interpersonal Presence Environments Augmented Personal Intelligence and Wellness

Smart Spaces

Health Care

Image Recognition

Elder Care

Software

Quantified Self

Internet

Apps

Venture Capital

Biometrics

Ticketing

NFC

Governments

Homeland Security

Public Safety

Mobile

SaaS

Clean Technology

Digital MediaVideo

CRM

Big Data

Pets

Technology

Social Media

Crowdfunding

Consumer Electronics

Wearables

Bluetooth Smart

TelecommunicationsInternet Infrastructure

Small and Medium Businesses Retail

Health Care Information Technology

Enterprise SoftwareHardware

SensorsInternet of Things

Environmental Innovation

Sports

Fitness

Personal Health

Social Media Marketing

Music

Mobile Payments

ICT

Energy Efficiency

Analytics

Retail Technology

Mobile Commerce

Cloud Data Services

Bitcoin

Industrial Automation

Automotive

New Product Development

Food and Beverages

RFID

Vending and Concessions

Mobile Advertising

Location Based Services

Internet TV

Aerospace

Smart Building

Motors

Construction

Agriculture

Indoor Positioning

OutdoorsEntertainment Industry

Gamification

Serious GamesTracking

Defense

Mobile Health

Brand Marketing

QR Codes

Kids

Social Media Platforms

PaaS

Sales and Marketing

Development Platforms

Social Games

Families

Predictive Analytics

Navigation

Sporting Goods

Tennis

Ibeacon

Mobile Security

Internet Service Providers

Adventure Travel

Smart Grid

Communications Hardware

Energy Management

Health and Wellness

mHealth

Electronics

Digital Entertainment

Semiconductors

Manufacturing

Restaurants

Consulting

E-Commerce

Android

Robotics

Cloud Computing

Tablets

Hardware + Software Social Commerce

Content

3D

Parenting

Network Security

B2B

Music Services

Artificial Intelligence

Pervasive Computing

Diagnostics

Industrial

Data Center Infrastructure

Content Delivery

Medical Devices

Mobile Emergency&Health

Hospitality

Advertising Platforms

Public Transportation

Supply Chain Management

Embedded Hardware and Software

Home Automation

Infrastructure

Transportation

Spain

Finance Technology

Advertising

Mobile Enterprise

Mobility

Musical Instruments

Pharmaceuticals

Logistics

Shipping

SMS

Veterinary

Developer APIs

Clean Energy

Messaging

Application Platforms

Gift Card

Browser Extensions

Audio

New Technologies

CollectiblesSecurity

Storage

Information Technology

Web Development

Web Hosting

Productivity Software

Ambient

Wind

Unifed Communications

Enterprise Security

iPad

iOS

Customer Service

Cable

Public Relations

iPhone

Maps

Real Time

Hospitals

Networking

Cloud Management

Social Network Media

Services

Service Providers

Synchronization

Mobile Infrastructure

Television

Mobile Devices

Crowdsourcing

App Marketing

File Sharing

Gps

App Stores

Education

Business Services

GadgetEnergy

Mobile Games

Mobile Video

DIY

Big Data Analytics

VoIP

Wine And Spirits

Nightclubs

Human Computer Interaction

Chat

Augmented Reality

Video Streaming

Mobile Shopping

High Tech

Bridging Online and Offline

Entertainment

Oil and Gas

Events

Deals

Platforms

Deep Information Technology

Marketplaces

Proximity Internet

Identity Management

Recycling

Computer Networks

Nonprofits

Wireless Sensor Networks

Bluetooth

Digital Health

Connected Devices

Smart Home

Computer VisionSemiconductor Manufacturing Equipment

Mobile Application

Sports Equipment

Enterprise Resource Planning

Finance

Banking

P2P Money Transfer

Financial Technology

Innovation Engineering

UHB LEDs Procurement

Intelligent Systems

Baby Safety

Streetwear

Action Sports

Physical Therapists

Ad Targeting

Travel

Business Travelers

Water

IT Management

3D Printing

Virtualization

TourismArt

Financial Services

Cloud Infrastructure

Display Advertising

Proximity Services

Drones

Gis

Parking

Mining Technologies

Health And Safety

Communications Infrastructure

Smart City

Operating Systems

Connectivity

Social Enterprise

Smart Cities

Artificial Neural Networks

Peer-to-Peer

Local Advertising

Power SportsMotorsport

Data Mining

Payment Systems

Global

Windows 8

Social Network

Cars

Curated Web

None

Connected Gadgets

Humanitarian

Cell Phones

Luxury

Billing

Data

Biotechnology

Nanotechnology

Emerging Markets

Consumer

Biotechnology and Semiconductor

Marine EquipmentOcean Economy

Online Marketplaces

Consumer Electronic Accessories

Algorithms

Signal Processing

Digital Communications

Law Enforcement

Travel & Tourism

Impact Investing

Home & Garden

Air Pollution Control

Design

Publishing

Racing

Bicycles

Consumer Goods

Gift Registries

Wearable Technologies

Private Social Networking

Lead Management

Collaboration

Mobile Software Tools

Databases

Payments

Investment Management

Mobile Technology

Video Games

Toys

Online Auctions

Creative

M2M

Consumer Engagement

Advertising Networks

Interface Design

Loyalty Programs

Fashion

Lighting

Optical Communications

Movement Capture

Gas

Computers

Real Estate

Solar

Discounts

Aging in Place

Wholesale

Business Analytics

Business Intelligence

Content Discovery

Diabetes

Insurance

Connected Cars

Mechanical Solutions

Health and Insurance

Batteries

Communities

Senior Citizens

Senior Health

Comparison Shopping

Reviews and Recommendations

GamesData Centers

Web Design

Online Rental

Point of Sale

Data Center Automation

Online Travel

Hotels

Specialty Retail

WIRELESS STARTUPS

Innova8on Ecosystems Network, Market Focus of Startups, March 2015 Data

Big DataInternet of ThingsBitcoin


Nonprofits

Wireless Sensor Networks

Mobile

Health CareDigital Health

Environmental Innovation

Connected Devices

Electronics

Shipping

Security

Consumer ElectronicsComputer Vision

Semiconductor Manufacturing Equipment

Big Data Analytics

Medical Devices

Energy Management

Enterprise SoftwareEducation

Intelligent Systems

Home Automation

Baby Safety

Mobile HealthPredictive AnalyticsSporting Goods

Streetwear

Action Sports

Health and Wellness

Wearables

Industrial AutomationAgriculture

GamificationPhysical Therapists

Ad Targeting

Artificial Intelligence

Smart Home

Water

SaaS

Retail Technology

Smart Building

Drones

Gis

Analytics

Parking

Mining Technologies

Health And Safety

Robotics

Smart City

Smart Cities

Wine And Spirits

Artificial Neural Networks

Automotive

Power Sports

Motorsport

Data Mining

Global

Quantified Self

Gadget

Hardware + Software

Ibeacon


Technology

Luxury

Embedded Hardware and Software

Hardware


Proximity Services

BiotechnologyNanotechnology

Diagnostics

Biotechnology and Semiconductor

Clean TechnologyMarine Equipment

Ocean Economy

Travel

Algorithms

Signal Processing

Impact Investing

Cloud Infrastructure

Home & Garden

Air Pollution Control

Wireless

Tracking

SportsFitness

Motors

Racing

Bicycles

Industrial

Energy Efficiency

Software

Energy

Online Auctions

Interface Design

Social Media

Fashion

Movement Capture

Communications Infrastructure

Gas

Solar

Elder Care

Aging in Place

Governments

Maps

Business Intelligence

Digital Media

Diabetes

Image Recognition

Defense

Oil and Gas

InsuranceConnected Cars

Mechanical Solutions

Senior Citizens

Senior Health

Data Center Automation

Finance TechnologyIT Management

Personal Health

Social Media Marketing

Aerospace

Homeland Security

Food and Beverages

Outdoors

Entertainment Industry

Kids

Social GamesFamilies

Navigation

Tennis

Indoor Positioning

mHealth

Semiconductors

Content

3D

Mobile Advertising

Pervasive Computing

Pharmaceuticals

Logistics

Developer APIs

Ambient

Wind

Enterprise Security

Real Time

Hospitals

Television

Tablets

DIY

Transportation

Networking

Human Computer Interaction

Mobile Games

Augmented Reality

Video Streaming

Smart Grid

iPhone


Entertainment

Music

Telecommunications

SENSORS STARTUPS


SECURITY STARTUPS


DATA PRIVACY STARTUPS


Private Social Networking

E-Commerce

Digital Media

Quantified Self

SaaS

Marketplaces

Health Care


Mobile Health

Payments

Bitcoin

Content

Social Games

Mobile Games

Social Media

Analytics

Games

Big Data

Consumer Electronics

MobileSearch

Enterprise SoftwareWeb Development

Hardware + Software

Hardware

Art

Mobile Advertising


Social Media Platforms

iPhone

Content Discovery

Cloud Data Services

Messaging

Medical Devices

B2B

Corporate Training

Sales and Marketing


Contact Management

Consumer

StartupsAdvertising

Cloud Computing

Mobile Application

Software

KidsParenting

Technology

TelecommunicationsFinance Technology

Professional Networking

Mom

Information Security

Outdoors

Travel

Photo Sharing

PaaS

Crowdfunding

Security

Android

Apps

Computer Vision

Communities


Navigation

Tracking

iOS

Reviews and Recommendations

Crowdsourcing

NightclubsAlgorithms

CRM

Email

Social Network Media

Business Services

Peer-to-Peer

Virtual Worlds

Online Auctions

Luxury

Connected Devices

Storage

Open SourcePhoto Editing

Classifieds

Data Security

Personal Data

Identity Management

Cryptocurrency

Group SMS

Lead Generation

Legal

Lifestyle

Reputation

Software Compliance

Fraud Detection

Internet Infrastructure

Cell Phones

Personalization

Families

Chat

Hosting

Mobile Security

Batteries

Internet

Data Privacy

Networking

Cloud Management

Enterprise Security

Content Sharing

Curated Web

Shopping

File Sharing

Web Hosting

Social Media Monitoring

Consumer Electronic Accessories

Cyber Security

VoIP

Browser Extensions

Deep Information Technology

Internet Service Providers

Consumer Internet

Elderly

Facebook Applications

iPad

Cloud Security

Synchronization

Consumers

Identity

Online Identity

Flash Sales

PRIVACY STARTUPS


PERSONALIZATION STARTUPS


New Algorithm – Blended Iden8ty

Iden8ty is Dynamic: Mo8va8on & Persuasion

New Algorithm -‐ Shared ATen8on

Cogni8ve and Affec8ve Load

New Algorithm

Total Engagement

New Algorithm – I AM my Content

Personaliza8on of the Algorithm

New Algorithm -‐ No Forgewng

Personal Data is the New GOLD!

Abundant Opportunity

Abundance Depends on Empowerment

Sensor-‐based services and interac8ve experiences contain embedded code

Evolu8on toward device-‐level control

Dawn of the Privacy Economy

People organize by

Ideas Inspira8on Opportunity Meaning Velocity Trust

Technology Access

Dawn of New User Ecosystems

Empower = Embed Digital Rights

Consumer Bill of Digital Rights

Information Disclosure Confidentiality of Information Security of Information Participation in Advertising Decisions Respect and Nondiscrimination Complaints and Appeals

Relevant for Sensors Global Summit?

•  Wireless sensor technologies are part of complex ecosystems of products & services

•  Their use and meaning is influenced by culture, by emotion, and by business models

•  Many rights and permissions are “baked in” –  During the design processes –  During the integration processes –  During the pricing processes –  During the distribution processes

Sensor ecosystems, their pla[orms, devices and APIs exist in the context of People and Communi8es

Design and develop with human rights and empowerment as guiding principles.

Enable stories about the future we want to create.

•  November 16 – The Experience of Immersion

•  November 19 – Pla[orms for Collabora8on and Produc8vity

Upcoming

Thank You

Martha G Russell [email protected] #martharussell

Thank you Discovery Collabora8ons What can we do together that neither of us could do alone? [email protected] 650-‐646-‐1331

PERSONALIZATION IN SENSOR-RICH ENVIRONMENTS

Technology

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