Serendipity Paradigm in NFC-Based Service

Prof. Kyoung Jun LeeSchool of Management, Kyung Hee University

klee@khu.ac.krDirector of BMER.net (bmer.net)

Founder & CEO of

WIMA NFC 2012 @ Monaco

Serendipity: “Unexpected but desirable”

• An unexpected discovery of something worthwhile during a search for an expected something worthwhile(Marcus Bach, The World of Serendipity, 1980).

• Unexpected results, unexpected impacts, unexpected changes of directions (Seeking Serendipity: The Paradox of Control, McBirnie, 2008)

• The property of making fortunate discoveries while looking for something unrelated, or the occurrence of such a discovery during such a search.

Past Researches on Serendipity in IT

• N. Eagle, “Can Serendipity Be Planned?” MIT Sloan Management Review. vol. 46, no. 1, Fall 2004, pp 10–14.

• Nathan Eagle, and Alex Pentland, "Social Serendipity: Mobilizing Social Software," IEEE Pervasive Computing, vol. 4(2005), no. 2, 28-34

• Victoria Bellotti, Bo Begole, Ed H. Chi, Nicolas Ducheneaut, Ji Fang, Ellen Isaacs, Tracy King, Mark W. Newman, Kurt Partridge, Bob Price, Paul Rasmussen, Michael Roberts, Diane J. Schiano, Alan Walendowski, “Activity-Based Serendipitous Recommendations with the Magitti Mobile Leisure Guide”, CHI 2008 Proceedings, Florence, Italy, 2008

• Shigekazu Sawaizumi, Osamu Katai, Hiroshi Kawakami and Takayuki Shiose, “Use of Serendipity Power for Discoveries and Inventions,” Studies in Computational Intelligence, 2009, Vol 187, 2009, 163-169

• Abigail McBirni., “Seeking serendipity: the paradox of control,” AslibProceedings: New Information Perspectives, Vol. 60(2008), 600~618.

Serendipity Services already on the Web

• Content Match Advertising: AdSense of Google• SNS is also a serendipity service

– When we use facebook.com, we often luckily find out an unexpected but useful information.

– Search cannot arouse the human needs. It assumes the existing needs of human.

– SNS can arouse new human needs.

• Both are a kind of serendipity services already on the web

Content Match Advertising: Example 1

Content on obesity

Ad on Running Machine

Content Match Advertising: Example 2

기사우측과하단에

컨텐트매치광고게재

Content on Woman Cancer

Ad on Anticancer Chemotherapy

Ad on Women Clinic

Tag Match Advertising(Lee et al. 2007)

Related Products1. Best Lap Top Briefcases 30

for Young Men”

2. Accessories

3. Similar Lap Tops

Lap Top A1-4524

1. Basic Information

2. After Service Request

3. Price Comparison

Tag-Match Advertising exposes properads to users through ‘Tag Match’, a newprocess based on the information onusers and the information and contentsabout tags

The AdSense in Ubiquitous Era !

NFC Service Mindset or Paradigms

• Mission critical processes– Payment by card emulation

• Fulfillment of user-expected services• Lightweight serendipity service

Implementation of Serendipity Service

• Serendipity service may be implemented by– Recommendation methodology using tag's

detailed location, tag touching time/frequency, and the salient/designated feature of the tag

• Knowledge-based recommendation: our prototype• Collaborative filtering: by mining users’ touch log

• Tag's detail location– semantic location such as table, entrance, & board

etc.– geographical location

Tag-App-Cloud Collaboration• A physical tag connected with a semi-open mobile app and semi-

open tag management cloud can provide a series of virtual utility services like:– WiFi(SSID & passwd) Setting using the information in the cloud– SNS-based 'like' and comments– Attendance checking– Couponing– Social dating (e.g. girls near you)– Tag match advertising– CRM Services

• NFC services will be flourished by (semi-)open platform service provider

• The NFC services will be complemented by Serendipity service

The Utility Tag Services & Serendipity

• The utility services will be synthesized by service composition engine and accompanied by serendipity engine.

• The satisfactory serendipity services will motivate user's tag touching.

• The serendipity services will be new window/media of online contents/commerce providers

• NFC services will consist of offline utility services and offline/online serendipity services.

Serendipity Services: Outputs = f(inputs)

• Input 1: Tag's detail context– Semantic & geographic location

• Input 2: User's understanding & intention– salient/designated feature of the tag

• Input 3: Tag touching time/frequency, • Output 1: Services fulfilling user's intention• Output 2: Serendipity services by the

inference based on the context

Prototype Implementation• Building serendipity rule base

– Currently we have 9 Rule Types• Location -> Next Location • Profile -> Person nearby• Location -> Information near by (e.g. happy hour, flash sales)• Location -> Information for the location• Tagged Product -> Matched Product considering other users• Tagged Product -> Additional information on the product itself• Location(Space Tag)-> Product Recommendations within the space• Location -> Transportation Information nearby• Service Location -> Shopping information outside the space

– 40 Rules• Serendipity case base construction by mining user's usage

data

•사용자 행동 데이터DB•사용자간 소셜그래프•웹에 등록, 게재되는 데이터•사업자들의 상거래•서비스•콘탠트DB

•사용자 행동 데이터DB•사용자간 소셜그래프•웹에 등록, 게재되는 데이터•사업자들의 상거래•서비스•콘탠트DB

• Web Data• Commerce Service• Service & Content DB• Tag Touch Log DB • Serendipity Case Base• Serendipity Rule Base • User Profile & Social Graph

Serendipity Engine User

Feedback

Response

Service

Serendipity Engine

NFCTag

User Expected (Intended) Service

+Additional content

reflecting user’s interest, usefulness,

and freshnessAdvertising &

Commerce

• Search useful information on behalf of users and inform when it is relevant

Revenue Generation through Serendipity Service

Data Type for Input Data Type for Recommendation

Current Location Time Next Location

Cafe Morning Restaurant

Restaurant Lunch Time Café for Dissert

Restaurant Dinner Time Pub or Karaoke

Pub Late Night Driving Service

Singing Room Late Night Driving Service

Examples of Serendipity Rules

QR for Serendipity?

• NFC is largely different from QR codes with respect to serendipity service.

• Serendipity service is impossible by QR-based initiation because of its inconvenience in using the tag

• For the frequent tagging, simple touch should be guaranteed.

• Therefore serendipity service will be the unique feature of NFC tags over that of QR codes

Serendipity Service Strategy

• When a user touches a tag three times within an hour, how will you provide the services?1. The same expected services only all the three

times2. Sequentially improved services reflecting the

touching sequence3. The same expected services with different

serendipity services

Paradigm Change?Clearly defined vs. Secretly Serendipitous

• Can a pure serendipity tag be successful?– The answer may be yes with NFC!– No with QR

• These all come from the convenience of the simple touching

• Serendipity as a design factor for NFC services– Tags without serendipity might not make users touch

them anymore.

• Love may also come from (precisely designed but not informed) serendipity!

What is the next after Web and App?

TagTouch

Serendipity

For More Information:

• Visit LoveisTouch.com• Visit BMER.net

• Kyoung Jun Lee, Ph.D.• Facebook.com/leekj007• leekj007@gmail.com• +82-10-3775-1952