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  • April 2011 Singapore Changi Airport 1 Airport Interactive Platform Viocorp Systems Intelligence augmented intelligence in real-world applications
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  • April 2011 Technology should wave its magic wand and make itself disappear. - James Cameron, producer/director of Avatar
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  • April 2011 Viocorp International Pty Ltd Australian business, founded 2002 Early streaming media focus Enterprise level deployments of media delivery, advertising and analytics software Based in Sydney, offices in Melbourne, clients on four continents 76 staff about 40 engineers Privately owned, well-financed, profitable 3
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  • April 2011 Standalone Technologies and Passenger Engagement It is clear that there are two main areas that are preventing everyone from using QR codes. The issues lie with the consumer and the mobile industry. There are a considerable number of consumers who are unaware of the QR code technology, although this is gradually changing as brands start to adopt it further. However, there is a clear lack of coordinated investment into open standards and pre-installed readers on mobile handsets. This presents an unresolved chicken and egg like dilemma because currently, there aren't enough consumers using the codes to warrant the investment, but without the coordinated investment it is preventing a mass adoption. - iMedia, Why isnt everyone using QR codes? by Oliver Williams, 8 th March 2011. http://www.imediaconnection.com/content/28604.asp
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  • April 2011 Siloed Data Sets Advertising Passenger & baggage management Positioning Media delivery Airport management Billing management Communication management
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  • April 2011 Multiple Forms Of Passenger Interaction Customer service Security Boarding passes Laptop (wireless) Phone (wireless, Bluetooth) iPad/tablet (wireless) Display advertising Other signage Kiosks
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  • April 2011 Do Not Rely On A Single Technology The first principle
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  • April 2011 Intelligence Engineering In 1997, Wired Magazine wrote glowingly about the birth of a new generation of intelligent agents What was missing, at the time, was ubiquity, the ability for people to be constantly connected to the Internet, so that the network could learn, constantly, in the background, and literally know everything 13 years later, ubiquity has arrived (See Eric Schmidt Sep 2010 comments, right) Eric Schmidt: Welcome to Age of Augmented Humanity, http://gigaom.com/2010/09/07/eric-schmidt-welcome-to-the-age-of-augmented-humanity/
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  • April 2011 Intelligent Agents A Brief History Information Tapestry project at Xerox PARC HOMR Firefly Amazon Spam filtering 9
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  • April 2011 Intelligent Agents A Brief History Location awareness (Foursquare, Skyhook Wireless) Network pattern recognition (Google) Affect sensing (MIT Medialab) V.S.I.
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  • April 2011 Be Ubiquitous The second principle
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  • April 2011 Intelligent Agents The primary job of the agent is to understand the intent of the user. There are only two choices: either the agent can ask the user, or the agent can infer the users intent from context. Asking the user is fine in many situations, but making explicit queries for everything soon exhausts the user. We rely on our human agents to learn from past experience and to be able to pick up information they need from context. We expect human agents to be able to piece together partial information that comes from different sources at different times in order to solve a problem. Todays software does not learn from past interactions, always asks explicit questions, and can deal with information explicitly presented to it only when it is ready to receive it. This will have to change if we are to make computers ever more useful IBM, October 2000
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  • April 2011 Many People Never Learned How To Program A VCR They dont want to have to learn how to use a system theyre only going to see a few hours a month or year http://designbygravity.wordpress.com/2010/09/30/can-you-program-a-vcr-are-you-sure/
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  • April 2011 Dont Require a Consumer to Learn Anything New The third principle
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  • April 2011 What Makes VSI Better Key elements Pattern recognition algorithms Affect sensing Neural networks Massively parallel computing Domain analysis Database scalability Device fingerprinting
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  • April 2011 Subtle, pervasive behavioral tracking across devices and networks Dynamic data extrapolation, manipulation and display Environment-specific location awareness Real-time context analysis Consequential scenario modeling Recommendations and targeting engine Adaptive, not trained Behaviour Trumps Demographics
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  • April 2011 Our Goal Recognising personality Understanding context Identifying mood Determining likely outcomes Offering direction Providing measurable analytics
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  • April 2011 Changing The Way You Engage Using computers takes too much concentration. It takes significant time to learn and deal with computer interaction, rather than the task one is attempting. Individuals must switch contexts, from thinking about what they are interested in to thinking explicitly about what commands will have the effects they intend. The danger is that the presence of computers may distract from direct experience. - IBM, October 2000 18
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  • April 2011 What Can Be Done To Improve Things? In the context of an airport, we can determine: The personality of the consumer, based on demographics, past behaviour, prior retail activity, and (in airports) people with them, their ultimate destination, their predicted route through the facility and their time available to browse. We can do all this without asking them any questions We can engage them with entertainment and connectivity We can provide consumers with contextual updates and dynamic information on items important to them We can provide them with specific commercial opportunity We can fine-tune what we know about them for next time We can provide real time information for stakeholders, vendors, mall tenants, airlines, and airport and mall operators, including data such as dwell time, purchases, information of importance to the consumer, information acted upon, interaction with facilities, etc.
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  • April 2011 The Opportunity Deliver a world class, interactive experience, for all airport visitors. Improve customer relations Improve infrastructure planning and resource utilisation Improve on-time performance Drive retail opportunities Offer retailers and airlines, the ability to deliver targeted customer specific information 20
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  • April 2011 Privacy and Trust VSI is not a direct marketing tool. It is an augmented intelligence engine designed to assist the user, learning through experience To provide useful information to a consumer, that they are likely to act on, all we need to know is their personality, their context, and their opportunity We do not need to know the identity of a consumer to know their personality Trust is a key ingredient in consumer relations VSI will comply with all relevant privacy legislation, including EU legislation
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  • April 2011 Trust Is Everything The fourth principle
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  • VSI: Solution Overview 23 ADMIN & DEVICE MANAGEMENT CONSUMER INPUTS/OUTPUTS DATA INPUTS ONE WAY COMMUNICATION AD TARGETING & DELIVERY DEVICE FINGERPRINTING, TARGETING, DELIVERY PREMIUM CONTENT DELIVERY REPORTING & ANALYTICS FIXED SCREENS/SIGNAGE KIOSKS GATES CHECK- IN ARRIVAL HALL WAY FINDING TWO WAY TRAFFIC ANALYTICS FLIGHT INFORMATION DATA (FIDs) CRM ADVERTISING CONTENT WEATHER VSI TWO-WAY COMMUNICATION Screens data can change based on the flight destination and physical location within the airport. TWO-WAY COMMUNICATION Screens data can change based on the flight destination and physical location within the airport. INDIVIDUAL TAGGING (dwell monitor, presence alert, companion ID) INDIVIDUAL TAGGING (dwell monitor, presence alert, companion ID) COMMUNICATION MANAGEMENT MOBILE DEVICES TWO-WAY COMMUNICATION Device sends back information based on user location and user-entered flight detail which the system uses to target and relate information back to the customer. TWO-WAY COMMUNICATION Device sends back information based on user location and user-entered flight detail which the system uses to target and relate information back to the customer.
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  • 24 TIME TILL BOARDING: 23mins GATE: 51 DISTANCE TO GATE: 0m FLIGHT: QF123SYD TIME: 1:30pm KL TIME: 11:30am Your Flight has been delayed Click for more information Your flight (QF123) has been delayed by 30mins due to a technical fault FLIGHT UPDATE Why not take the chance to go and grab yourself a free coffee on us Time to shop: 3mins Location: Store K 3 COUPON
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  • Overview of Reporting System 25 Viocorp Systems Intelligence augmented intelligence in real-world applications
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  • The Value Proposition 45 VALUE PASSENGERS BENEFITS Entertainment Offers Shopping information Free Wifi PASSENGERS BENEFITS Entertainment Offers Shopping information Free Wifi AIRPORT OPERATORS BENEFITS New revenue streams Increased revenue Improved reporting & analytics Integrated systems Increased advertising & promotion opportunities AIRPORT OPERATORS BENEFITS New revenue streams Increased revenue Improved reporting & analytics Integrated systems Increased advertising & promotion opportunities RETAILERS BENEFITS Drive purchases Increase revenue Brand awareness Promotion opportunities RETAILERS BENEFITS Drive purchases Increase revenue Brand awareness Promotion opportunities AIRLINES BENEFITS Customer service Faster boarding Increased revenue Promotion opportunities AIRLINES BENEFITS Customer service Faster boarding Increased revenue Promotion opportunities
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  • April 2011 Next Steps TEST TRAINING In-depth training CLIENT TESTING Admin UAT Frontend UAT END USER TESTING Beta release Focus groups UAT report TEST TRAINING In-depth training CLIENT TESTING Admin UAT Frontend UAT END USER TESTING Beta release Focus groups UAT report 46 IMPLEMENTATION FRONTEND BUILD Template production Device testing VSI & INFRASTRUCTURE SETUP Hardware setup Software setup API integration Customisation CONTENT INGESTION Media ingest Bulk content ingest IMPLEMENTATION FRONTEND BUILD Template production Device testing VSI & INFRASTRUCTURE SETUP Hardware setup Software setup API integration Customisation CONTENT INGESTION Media ingest Bulk content ingest DESIGN USER EXPERIENCE Information architecture Wireframes Usability testing (paper prototype) Concept development Key screens Design usability testing INTEGRATION PLANNING Billing integration Tracking and analytics CRM integration Third party integration DESIGN USER EXPERIENCE Information architecture Wireframes Usability testing (paper prototype) Concept development Key screens Design usability testing INTEGRATION PLANNING Billing integration Tracking and analytics CRM integration Third party integration DEFINE BUSINESS REQUIREMENTS Feasibility / analysis Content partners Retailer integration Workflow requirements SOLUTION DEFINITION Scoping / feasibility Functional requirements Solution architecture Project plan Integration strategy DEFINE BUSINESS REQUIREMENTS Feasibility / analysis Content partners Retailer integration Workflow requirements SOLUTION DEFINITION Scoping / feasibility Functional requirements Solution architecture Project plan Integration strategy
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  • April 2011 [email protected] [email protected]