[lecture] 왜 지금 ‘컨텍스트의 시대’를 논하는가? (App Center)

Title	"왜 지금 ‘컨텍스트의 시대’를 논하는가?" -(translation) Why now are we talking about “Age of Context?”
Place	KAIST Dogok Software Grad School 101-ho
Time	May 16, 2014 7PM~9:20PM
Speaker	박지훈, 이구환, Ciren Jang
Organizer	App Center
Focus	5 forces for contexts

I.       Message (c.f. Amazon: booklink)

1.       Related terms

1)      Definition of context: the circumstances and facts that surround a situation

2)      “If content is king, context is god.” – Gary Vaynerchuk

2.       Five forces shaping the age of context

1)      Mobile: mostly wearables

2)      Social media: real-time emotions on SNS

3)      Data: analyzable large data

4)      Sensors: eyeball tracker at Google Glass, light and humidity sensor at Plant Sensor, temperature and humidity sensor at Nest, depth sensor at Prime Sense

5)      LBS: foursquare, Check-in, Waze, Asthmas Police

3.       Application: Try to think of value-added services based on the above 5 forces

4.       Example

1)      Personalized and predictive service

①  Google Glass- e.g. displaying my stock portfolio info

②  Google Search- e.g. Jejudo ticket info can be displayed at the top of SRP

③  MindMeld- e.g. previous conversation info is displayed during video-chatting

④  IBM Watson- e.g. predict why a person has to have a certain sickness by analyzing the person’s data

⑤  Google Now- e.g. flight ticket info can be displayed on SRP

⑥  23andMe- e.g. DNA analysis service to provide probability report to get a certain disease

2)      Anticipatory services and products

①  SRI’s tempo- utilized all possible information related to calendar schedule (e.g. parking info around meeting locations and emails related to the meeting)

②  Tapingo- utilized time and place info (e.g. you used to eat Chinese food today, would you like to eat it today?)

③  Tagwhat- telling you what’s happening nearby

3)      Context means business

①  Knowing everything about customers: Uber and GE’s industrial Internet

②  Knowing your customer in deep detail

A       Audience.fm

B       Datasift- analyzes Tweeted messages via Twitter’s Firehose

C       Vintank- recommends wines based on user’s wine related tweet through their user profiling technology

5.       Case utilizing all 5 forces?

1)      Disney’s RFID bracelet- visited restaurant, used as a payment tool

①  identifies a customer spending lots of money and sends coupon notification to make customers spend more money

2)      Belgium museum’s iBeacon- sends description of a museum item to visitors

3)      Yahoo’s Marissa Mayer- announced that Yahoo search engine will provide contextual search results

4)      Mercedes-Benz- preparing a service predicting passengers’ directions based on dates, riders, and previous destinations

6.       Contextual privacy: e.g. Friends’ nearby, Edward Snowden

7.       Ask below questions for opportunities--> to come up with services saving people’s time

1)      Do you know your customer?

2)      Are you building highly personalized systems? Or are you serving those who are?

3)      Do you see a way to “Uberize” your business?

4)      Are you dreaming of a new sensor-based world and how it might be different?

5)      Are you hanging out with people who are building next generation technologies?

II.      Takeaway

1.       Anticipatory services and products cases