GS1 Digital

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  • 1.Jun. 25, 2014 Auto-ID Labs, KAIST Dept. of Computer Science, KAIST GS1 Digital Jae-Eon Kim jaeeon@kaist.ac.kr, http://oliot.org, http://autoidlab.kaist.ac.kr, http://resl.kaist.ac.kr, http://autoidlabs.org, http://gs1.org
  • 2. © Auto-ID Lab Korea / KAIST Slide 2  Digital makes people more smarter – Evaluate deal : price, customer review, .. – Share information: word of mouth, promotion, .. – Online purchase, and etc. Digital commerce Image source : http://googleretail.blogspot.kr/2012/10/ushering-in-first-nonline-holiday.html
  • 3. © Auto-ID Lab Korea / KAIST Slide 3  I want to find good deal of “Kitty”..  How can I describe “exactly what I want” in digital world? What is my Kitty? Image source : https://www.flickr.com/photos/soverystrawberry/4063309182 Hmm, what do you want among these?
  • 4. © Auto-ID Lab Korea / KAIST Slide 4  Comparison between two Search Engines What can you find on Internet now? Schick quattro titanium razor Schick quattro titanium razor Missing retailersMissing reviews Different image Different name Different highlight Different pricing Source: Enabling the “digital” revolution in retail (McKinsey, 2013)
  • 5. © Auto-ID Lab Korea / KAIST Slide 5 Hmm.. Is it your best? Are you so sure? Image source : http://pds23.egloos.com/pds/201112/15/62/d0104462_4ee9baf60ba8a.jpg
  • 6. © Auto-ID Lab Korea / KAIST Slide 6  Product information on Internet is represented as linked documents that are written in HTML  These documents have meaning to humans who can read and interpret the images and text, but not for computers  Search Engine extract meaning by comparisons of names and descriptions of product.. not by unique ID What is the problem? Source: Enabling the “digital” revolution in retail (McKinsey, 2013)
  • 7. © Auto-ID Lab Korea / KAIST Slide 7  Build and use deal comparison site!!  but.. based on human driven database – Incorrect/Missing information – No real-time update/reflection What can be solution? Source: 대한민국 정부 블로그 - 가격비교사이트 정확성 점검, 2013.05.28 (http://blog.daum.net/hellopolicy/6983407) [사이트별 가격정보 일치율 (단위 : 개, (%)] [사이트별 배송비정보 일치율 (단위 : 개, (%)]
  • 8. © Auto-ID Lab Korea / KAIST Slide 8 Another solution? “Do we need to buy only from Amazon?” Image source : https://fresh.amazon.com/dash/
  • 9. © Auto-ID Lab Korea / KAIST Slide 9 We need standardized way Image source : http://cfile28.uf.tistory.com/image/120797164B6AE6C813D86C Data(IDs keys, classifications, descriptions, relationships) must be represented and shared via standard way  Systems can automatically read and efficiently handle the data  Parties in the value chain (B2B2C) can achieve maximum benefit
  • 10. © Auto-ID Lab Korea / KAIST Slide 10  GS1 US McKinsey study (2012~2013) –Interviews w/ > 60 stakeholders: Top 3 use cases:  GS1 want to solve those pain points – #1: GTIN+ on the Web – #2: GS1 Source – #3 : GPC “Enabling the ‘Digital’ Revolution in Retail” Category hierarchy: Create standard hierarchy to structure on-line commerce sites Trusted source of data: create database of trusted product attributes to facilitate one-to-many communication and consumer analytics Unique online product identifier: Use GTINs to improve accuracy in online/mobile search and prevent digital out of stocks#1 #2 #3 Source: Enabling the “digital” revolution in retail (McKinsey, 2013)
  • 11. © Auto-ID Lab Korea / KAIST Slide 11  The GS1 Digital is a new GS1 “Share” technology for communicating the GS1 GTIN and other keys and attributes in computer-readable formats across the World Wide Web.  The GS1 Digital includes standards and guidelines for companies to publish product data on web pages that allow their consumers to more effectively search for, compare, buy, share information about, and get the most out of the products and services that meet their needs. GS1 Digital Source: Enabling the “digital” revolution in retail (McKinsey, 2013)
  • 12. © Auto-ID Lab Korea / KAIST Slide 12 GTIN+ on the Web  Introductive Video: GS1 US - It's Just Commerce – Video URL: http://www.youtube.com/watch?v=qGWr5XcbGEU
  • 13. © Auto-ID Lab Korea / KAIST Slide 13  Improved accuracy and completeness of online search, resulting in fewer digital out-of-stocks, lower SEO costs, and higher sales  Better ability for ads to target web pages about a specific product  Improved online identification, enabling easier / more complete aggregation of third party content (e.g., reviews, photos) Benefits of unique online product ID Product ID: https://gtin.com/00794043444623 GTIN: 00794043444623 Brand: “Samsung", Website: http://www.facebook.com/Samsung GPC: ”10001400” GPC Description: “television" Type: “plasma” Classification: “high definition” Variant 1: http://gtin.com/00012343232112 Variant 2: http://gtin.com/00012343232113 Variant 3: http://gtin.com/00012343232114 Source: Enabling the “digital” revolution in retail (McKinsey, 2013)
  • 14. © Auto-ID Lab Korea / KAIST Slide 14 Improved search by GS1 Digital Source: Enabling the “digital” revolution in retail (McKinsey, 2013) SE sees GTIN in HTML Search engine (SE) finds initial search term on 1st retailer's webpage SE switches from text- based to GTIN-based search, and finds 2nd retailer’s webpage SE returns all results, regardless of initial search term 1 2 3 4 Retailer Retailer 1 Product Dixie combo pack 168 Price $12.59 <html> <meta name=“GTIN” content=“0012345678901”> … </html> Retailer Retailer 2 Product Dixie combo box 168 Price $10.21 <html> <meta name=“GTIN” content=“0012345678901”> … </html> Retailer 1 Dixie combo pack 168 $12.59 Retailer 2 Dixie combo set 168 $10.21 ILLUSTRATIVE PROCESS Dixie combo pack 168 Retailer Product Price Retailer Product Price
  • 15. © Auto-ID Lab Korea / KAIST Slide 15 Linked Data, Open Data, Linked Open Data linkedlifedata.com data.gov data.gov.uk publicdata.eu geonames.org LinkedGeoData.org Source: Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch (http://lod-cloud.net)
  • 16. © Auto-ID Lab Korea / KAIST Slide 16 Linking Enterprise Data Open Data Greater insights Better decisions Better visibility of your products / services to interested consumers Private Enterprise Data Public-facing data (offerings & services) Your company + Publish as linked open data Source: GS1 in the web of data (Mark Harrison @ Auto-ID Lab Cambridge, 2012)
  • 17. © Auto-ID Lab Korea / KAIST Slide 17 Who will access and utilize linked data? Applications ('apps') on mobile devices Search engines, Data aggregators & data mash-ups Business-to-Business (B2B) - Interoperability - Robust validation & checking of format & data-types - Neutral ( any operating system, any programming language) - Lightweight / Low complexity - Efficient data transfers (even when network bandwidth / data rate is limited) - Ease of extraction of meaning - Independent of page layout - Ease of cross-referencing and combination with other data on the web Source: GS1 in the web of data (Mark Harrison @ Auto-ID Lab Cambridge, 2012)
  • 18. © Auto-ID Lab Korea / KAIST Slide 18  Several Groups are Starting to Use GS1 Standards and Data Who is working on? GPC UNSPS CPV eCl@ss Source: GS1 in the web of data (Mark Harrison @ Auto-ID Lab Cambridge, 2012)
  • 19. © Auto-ID Lab Korea / KAIST Slide 19  Google trying to support GTIN based indexing – https://support.google.com/merchants/answer/160161?hl=en&ref_topic=3404778  Try to search with GTIN number What is current status?
  • 20. © Auto-ID Lab Korea / KAIST Slide 20  No support by manufacturer yet  No support by search engine yet How are Korean Company? More interests and future participations are strongly required!!
  • 21. © Auto-ID Lab Korea / KAIST Slide 21 Future digital commerce (1/3) Milk £1 1hr 1km Map human-readable keyword(s) to Product category identifier (GPC) Contextual filters are shown for product category User constraints are specified Information about matching products and servicesMark Harrison, “GS1 in the web of data”, W3C / ODI / OKFN Open Data on the Web workshop, London, Apr. 2013
  • 22. © Auto-ID Lab Korea / KAIST Slide 22 Future digital commerce (2/3) Consumer specifies Product/Service and refines search using GPC attribute-value pairs Might also specify: budget, urgency buy locally / online GPC & att. -val. GTIN Store Location Store Location GeoSPARQL can calculate distances between points Price Mass, Volume, Nutritional Info etc. from B2B (GDSN) Trade Item Master Data Product Image & DescriptionStart here! Convenient package(s) of information The Offer Mark Harrison, “GS1 in the web of data”, W3C / ODI / OKFN Open Data on the Web workshop, London, Apr. 2013
  • 23. © Auto-ID Lab Korea / KAIST Slide 23  GPC available as linked open data Future digital commerce (3/3) Mark Harrison, “GS1 in the web of data”, W3C / ODI / OKFN Open Data on the Web workshop, London, Apr. 2013
  • 24. © Auto-ID Lab Korea / KAIST Slide 24  Better SERP (Search Engine Results Pages) – Improved discoverability (also known as recall) – Improved search results (also known as precision)  Enhanced user experience – More redirects (to brand owner web page, reviews, recipes, etc.) – Increased display of additional data on SERP  Increased social interoperability – Increased Facebook “likes”, Twitter “tweets”, and Pinterest “pins”  Advanced affiliate marketing – Increased redirects (where to buy, blogs, etc.) GS1 Digital will bring..
  • 25. © Auto-ID Lab Korea / KAIST Slide 25  GS1 Digital is raising technology and potential GS1 standard to identify product and provide its attributes in digital world  Active participation and contribution are desired (http://www.gs1.org/digital, http://www.autoidlabs.org.uk/GS1Digital/) – GS1 Digital Industry Engagement Group – GTIN+ on the web Group  Oliot utilizes GS1 infrastructure (ex. ONS, Discovery service) to identify, search, and track the object  Oliot will extend GS standard and technology to be adequate for IoT and its ecosystem Summary: Oliot and GS1 Digital
  • 26. © Auto-ID Lab Korea / KAIST Slide 26 Thank you!
  • 27. © Auto-ID Lab Korea / KAIST Slide 27  GS1 Digital official homepage http://www.gs1.org/digital  GS1 Digital @ University of Cambridge Auto-ID labs http://www.autoidlabs.org.uk/GS1Digital/index.html  Mark Harrison, “GS1 in the web of data”, W3C / ODI / OKFN Open Data on the Web workshop, London, Apr. 2013 http://www.w3.org/2013/04/odw/GS1-LinkedDataPresentation-ODI-April2013.pdf  Mark Harrison, Alexander Ilic, Robert Beideman, Henri Barthel, Scott Gray, Ken Traub, “Auto-ID Labs White Paper: HTTP Uniform Resource Identifiers to associate a web resource with a GS1 key and optional Application Identifiers http://www.gs1.org/docs/digital/WP-SWNET-031-HTTP_URI_technical_proposal.pdf  Mark Harrison, “Linked Data and Open Data: How can they help your business?”, Consumer Goods Forum Operational Excellence conference, London, Nov. 2013 http://www.gs1.org/docs/digital/LinkedData-OpenData-CGF-Nov2013.pdf  GS1 Video – GS1 Digital: http://www.youtube.com/watch?v=t2wR8sH-xos – GS1 US – It’s Just Commerce: http://www.youtube.com/watch?v=qGWr5XcbGEU  McKinsey&Company, “Enabling the “digital” revolution in retail”, 2013 References
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