i2010: user perspective innovation and trust: an ebay story
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I2010: User Perspective Innovation and Trust: An eBay Story. Neel Sundaresan Sr. Director and Head. An “e” Prototype for Social Commerce aka eBay. A vehicle sells every 2 minutes. Diamond jewelry sells every 83 seconds. A part or accessory sells every 3 seconds. - PowerPoint PPT PresentationTRANSCRIPT
I2010: User PerspectiveI2010: User PerspectiveInnovation and Trust: An eBay StoryInnovation and Trust: An eBay Story
Neel SundaresanNeel SundaresanSr. Director and HeadSr. Director and Head
2I2010 Conference, Brdo, Slovenia, 13-14 May 2008
An “e” Prototype for Social Commerce aka eBay
3I2010 Conference, Brdo, Slovenia, 13-14 May 2008
A vehicle sells every 2 minutes
A part or accessory sells every 3 seconds
Diamond jewelry sells every 83 seconds
A Timberland shoe sells every 10 minutes
A trading card sells every 6 seconds
On an average day on eBay…
Introduction: eBay
eBay users trade about $1,400 worth of goods on the site every second.
4I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Some Statistics
• If eBay were a country it would be ~59th largest • 25% Germans on eBay (> 20m users)• In the UK > 10,000 people make their living only
on eBay• Internationally about 250,000 people make a living
only on eBay• In the USA more than 1 million people make a
living only on eBay• Anyone with a broadband, inventory, and shipping
can open a business!
5I2010 Conference, Brdo, Slovenia, 13-14 May 2008
6I2010 Conference, Brdo, Slovenia, 13-14 May 2008
What are the properties?
• User driven creation• User driven approval
• Familiar Strangers
• What does it look like?
7I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Long Tail
Exotine
8I2010 Conference, Brdo, Slovenia, 13-14 May 2008
The Long Tail
9I2010 Conference, Brdo, Slovenia, 13-14 May 2008
PetroliumJeliffe
10I2010 Conference, Brdo, Slovenia, 13-14 May 2008
11I2010 Conference, Brdo, Slovenia, 13-14 May 2008
How do you manage it as a mediator?
• What can be revealed?• What can be bought or sold?• Where can it be bought or sold?• Who is trustworthy and who is a fraud?• How do you manage privacy while providing
transparency?• What is a user’s identity?
12I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Trust and Reputation
Shen, Sundaresan
13I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Shen, Sundaresan
Feedback, Trust, and Reputation
14I2010 Conference, Brdo, Slovenia, 13-14 May 2008
The Circle of User Generated Information
Relevance
TrustDiscovery
15I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Community Created Content
• Text? Recommendation? Software? • Approval and Critique• Trust and Appropriateness• Copying and Plagiarism
16I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Large Data Problem
• User generated content is long tail, large volume• How do you add structure to it?• How do you sort it by relevance? • How do you reveal it at the right time?
17I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Machine Learning?
18I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Augmented Intelligence thru Community(Human) Computing
Christy scherrer
19I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Human Computing
• Computing disguised as Entertainment• Computing disguised with incentives• Using it for good or bad
E.g. ESP games for classification, reCaptchas for book reading / character recognition
Phishing and Site takeovers
20I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Platform Computing – User created Software
• Abstractable Infrastructure• Programmable Implementations• Programmable Interfaces• Programmable Networks
• Developer Programs and Affiliate Networks
21I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Identity
Peter Steiner, New Yorker
22I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Identity
• Does it Matter who one actually is?• Revealing Identity• Porting Identity
Convenience
Seal of Approval
Invasion of privacy
23I2010 Conference, Brdo, Slovenia, 13-14 May 2008
Virtual Worlds: Adding a New Dimension!
• A Parallel World aka 2nd Life – A User created World!Europe leads the US in participation
• Entertainment? Business?• Currency• Policy and Law