Presented at Future of Social Networking November 2010, describing the next generation of mobile recommendation services and personalisation. Why "friends recommendations" are flawed and the future is trust networks.

1. Presentation prepared for
Workshop on the Future of Social Networking
Cambridge University, England, 18th
November 2010
Why The Best Advice
Does Not Always Come From Your Friends
Andrew J Scott, Founder/CEO Rummble
@andrewjscott, andrew.scott@rummble.com
© 2010 Rummble | Rummble is a carbon neutral company.

2. “The Best Advice
Does Not Always Come
From Your Friends”
Allan Moore
@alansmlxl

3. Me
6th
3-1-1 Clive Cox
CTO, Rummble

4. 1. The Probem

5. Wouldn’t it be nice to get
personalised recommendations
for anywhere in the world
which you can trust
within just 30 seconds?

6. Most recommendations
services are broken
A restaurant is 3/5
because the food is good
but expensive

7. Rummble tells you where you should go right now
Vision
To make the physical world around
you a more personalised place to be

8. Mobile is the future
• Small screens
• Used differently
• Personal relationship
• Slow

9. Rummble delivers better recommendations
• Rummble learns what you like & want
• No search or categories
• Don’t have to connect or import
your entire social graph
• Ratings are truly personalised

10. Truly Personalised
Rummbles ratings are different for each person

11. 2. How does the trust algorithm work?

12. Rummble infers trust from personal taste

13. Similar ratings = Trust (e.g. for tourist sites)

14. Diverged ratings = lack of Trust

15. You get trusted content from strangers and friends within your trust network

16. The barrier to entry of replicating your entire social graph, is removed

17. 17
• combines belief
• disbelief
• uncertainty
• bijective mapping
• discounting
• consensus
• updating
• time
• real world distance
A new decision engine for recommendations
in the future…
•Weather
•Real world time
•Events
•Available transport?
•Friends you’re with?
• tags
• places
• social history
• friendships
& it’s scalable

18. 3. How is social software changing?

19. 19
Unstructured, transient

20. 20
More Clever Algorithms Needed

21. Complex
Simple
Personalisation
User interface

22. 22
The Long Tail

23. The long tail of the physical world

24. More noise, less meaning

25. 25

26. 26
andrew.scott@Rummble.com
Founder/CEO
@andrewjscott
Rummble.com/andrew
www.Rummble.com 40 Compton Street, London