Current Web technology results in overly fierce price competition, because search engines force us to reduce our search space to early in the decision making process to just a few product models, on which we then do simplistic price comparison shopping. The presentation sketches how the GoodRelations Web of Data Schema at http://purl.org/goodrelations/ can reduce price competition and increase customer satisfaction.
3. No Unified View: Jumping Back and Forth
Across Data Silos
Site Page Page
Search Engine Results
Search Engine Results
1 1 2
Search Engine Results
Search Engine Results
Page Page
3 4
Site Page
2 5
Site Page Page Page
3 6 7 8
Martin
Hepp, mhepp@computer 3
.org
4. We know the best hits only when done.
Site Page Page
1 1 2
Search Engine Results
Page Page
3 4
Site Page
2 5
Site Page Page Page
3 6 7 8
Martin
Hepp, mhepp@computer 4
.org
5. Specificity vs. Keyword-based Search
• Synonyms
• Homonyms
• Multiple languages
• No parametric
search
Martin
Hepp, mhepp@computer 5
.org
6. Challenge: Web-wide Product Search
• Find all MP3 players
that have a USB
interface and a color
display, and sort them
by weight (lightest
first).
...on a Web Scale!
Martin
Hepp, mhepp@computer 6
.org
7. Today:Loss of Variety and Detail
Many Different Variety in
Products Preferences
Web Search
Manufacturers& Consumers
Retailers
Martin
Hepp, mhepp@computer 7
.org
8. Effect: Overly Price Competition
Only 1 – 2 Product Models Considered
Comparison Shopping on the Small Subset
Martin
Hepp, mhepp@computer 8
.org
10. Deep Comparison Shopping
Search Engine Results
Site
Site
Site
3
1
2
Page
Page
Page
6
5
1
Page
Page
7
3
Page
2
Page
Page
8
4
Martin
Hepp, mhepp@computer 10
.org
11. E-Commerce on the Web of Linked Data
Martin
Hepp, mhepp@computer 11
.org
12. GoodRelations: A Unified View on
Commerce Data on the Web
Extraction
Arbitrary Query and Reuse
Manufacturers
Retailers
Payment
Delivery
Product Model Warranty
Master Data Shop Spare Parts &
Offerings Auctions Consumables
Martin
Hepp, mhepp@computer 12
.org
13. What Should I Do?
• Web Shops: Create a GoodRelations data dump of
your range of offers (rather simple)
• Vendors of Web Shop Software: Create
GoodRelations import and export interfaces (we can
help you with that)
• Every Business:Ask your webmaster to create at
least a basic description of your range of products or
services
• Entrepreneurs:Invent new business models based on
GoodRelations data
Martin
Hepp, mhepp@computer 13
.org
14. Thank you!
http://purl.org/goodrelations/
Prof. Dr. Martin Hepp
Chair of General Management and E-Business
Universitaetder Bundeswehr University Muenchen
Werner-Heisenberg-Weg 39
D-85579 Neubiberg, Germany
Phone: +49 89 6004-4217
Fax: +49 89 6004-4620
http://www.unibw.de/ebusiness/
http://purl.org/goodrelations/
mhepp@computer.org
Martin
Hepp, mhepp@computer 14
.org
