1. 1 © 2007 Nokia Mobile Mash-Up 2007 Context, Content & Community Large-scale experimental systems research for large-scale social change Joe McCarthy Principal Scientist, NRC Palo Alto

2. 2 © 2007 Nokia Mobile Mash-Up 2007 Prospectus Nokia [Research Center [Palo Alto]] Openness, experimentation, systems thinking (and doing) Context, Content & Community Motivations, goals, plans, projections Proactive Displays A holistic approach to connecting people Thinking outside the box phone multimedia computer ultimate gateway device Demonstrating openness: We don’t have a demo to show (yet)

3. 3 © 2007 Nokia Mobile Mash-Up 2007 A Brief History of N[RC[PA]] Nokia: est. 1865 Nokia Research Center: est. 1986 Nokia Research Center Palo Alto: est. Nov. 2006 Experiments all the way down

4. 4 © 2007 Nokia Mobile Mash-Up 2007 Become the global leader of open innovation for human mobility systems of the fused physical and digital world, giving birth to the growth of businesses for Nokia. Our research vision

5. 5 © 2007 Nokia Mobile Mash-Up 2007 Nokia Research Center Palo Alto We are co-creating the future mobile internet experience Open innovation model (academia & industry) We are local 955 Page Mill Road, Palo Alto, CA We are hiring (and collaborating) http://research.nokia.com/locations/palo-alto We are delighted to be here

6. 6 © 2007 Nokia Mobile Mash-Up 2007 1. Context, Content and Community : Large-scale systems leveraging mobility, context, metadata, social networks, and deep personalization to provide dramatic improvements in the relevancy of search, advertising, and recommendation engines. 2. Wireless Grids and Collaborative Services : Ubiquitous communication systems which go beyond a value proposition based on pure connectivity to capture value in a world consisting of a large number of diverse, wirelessly enabled collaborating devices. 3. Visual Computing and User Interfaces : Leveraging the graphics, imaging, and computational capability of Nokia multi- media computers to facilitate mobile augmented reality, computational photography, and visual user interfaces. 4. Innovation Radio and Wireless Sensors : Develop novel applications of emerging short range radio technologies. Implement an end-to-end sensor radio demonstrator and explore potential applications and services for mobile devices. 5. Location Based Service Platform : Investigating next generation location-based services focusing on the challenge of how to architect a balance between useful services and a strong requirement for privacy and security. NRC Palo Alto Flagship Projects http://research.nokia.com/locations/palo-alto

7. 7 © 2007 Nokia Mobile Mash-Up 2007 Context, Content & Community (C 3 ) Team Leader : David Racz Vision: A world where everyone connects effortlessly to relevant resources -- the contexts, content and communities that empower us to achieve our dreams. Mission: Design, develop and deploy systems to connect individuals with relevant resources in ways that create value for all stakeholders. Assumptions / Trends Everything: The volume of digital content is growing exponentially, and will escalate further as we approach the era of an Internet of Things (physical objects with digital representations accessible via the web). Everywhere / anytime: The range of contexts in which content is produced and consumed is rapidly expanding. Everyone: The number of connectable people is growing, and the number of potential communities is 2^N. Relevancy is key: human attention is finite, thus the ability to extract meaningful signals from the noise will be paramount.

8. 8 © 2007 Nokia Mobile Mash-Up 2007 Context, Content & Community Hypotheses The more people reveal about themselves, the more effectively they can be served As more users join the system, the more everyone will benefit from using the system The big opportunities lie in bridging the gaps between the online and offline worlds. communities = markets, recommendations = marketing (advertising); passion --> participation --> value Research Questions What aspects of context, content, and community are most useful for improving relevancy? What privacy costs / tradeoffs are required to achieve relevancy gains? Where, when and how do we bridge the online/offline gaps? How does one build and operate billion-node dynamic spatio-temporal databases?

9. 9 © 2007 Nokia Mobile Mash-Up 2007 Memes, Themes, and Teams C 3 : Context, Content, Community A 3 : Aggregation, Archiving, APIs Platforms for supporting C 3 (context, content and community services) R 3 : Ratings, Rankings, Reviews Algorithms to capture, manage and utilize relevancy judgments (implicit & explicit) S 3 : Sociality, Sharing, Serendipity Designing for situated, emergent community formation (and dissolution) E 3 : Empowerment, Experience, Enjoyment Personal Content Management  Community Content Enjoyment

10. 10 © 2007 Nokia Mobile Mash-Up 2007 Context, Content & Community Collection: EveryBit

11. 11 © 2007 Nokia Mobile Mash-Up 2007 C 3 Collection: Nokoscope

12. 12 © 2007 Nokia Mobile Mash-Up 2007 Mobile Advertising Ramin Vatanparast, “Piercing the Fog of Mobile Advertising”, The Sixth International Conference on Mobile Business (ICMB 2007), July 9-11, 2007, Toronto, Ontario, Canada

13. 13 © 2007 Nokia Mobile Mash-Up 2007 Proactive Displays + Online Profiles Physical Tokens + Large Displays Better Real-world Interactions Bridging the gaps between people by bridging the gaps between the online and offline worlds = Large computer displays that can sense & respond to the people and activities taking place in their vicinity.

14. 14 © 2007 Nokia Mobile Mash-Up 2007 1st Generation Proactive Displays UniCast, OutCast, GroupCast

15. 15 © 2007 Nokia Mobile Mash-Up 2007 2nd Generation Proactive Displays AutoSpeakerID Ticket2Talk Neighborhood Window

16. 16 © 2007 Nokia Mobile Mash-Up 2007 Next Generation Proactive Displays Shortcomings of previous efforts Special-purpose sensors (IR badges, RFID tags) Special-purpose profiles Special-purpose installations Goals of future efforts Multi-purpose sensors (BT mobiles … NFC) Multi-purpose profiles (CCC) Multi-purpose installations

17. 17 © 2007 Nokia Mobile Mash-Up 2007 Potential Impacts Bridging gaps in the workplace Knowledge management via serendipity Nameless faces / faceless names Acquaintanceships  relationships New channel for employee recognition Mobiquitous Marketing Co-promotional opportunities The brand “us” Universal affiliates Prosumer engagement

18. 18 © 2007 Nokia Mobile Mash-Up 2007 Glimpses of the Future Nokia ad in Lisbon Airport (YDreams) MINI Cooper Motorby

19. 19 © 2007 Nokia Mobile Mash-Up 2007 Thanks! Questions / Comments? Themes Openness, experimentation, collaboration Context, content, community Holistic approach to connecting people We can’t do this alone How can we help each other help others? Everyone’s a prospective partner For more information: http://research.nokia.com/contextcontentcommunity http://research.nokia.com/people/joe_mccarthy joe.mccarthy@nokia.com (http://gumption.typepad.com)