Whodini is developing context-aware computing technologies that will allow users to view and interact with the world through various information services mediated by context. Key innovations will include context-mediated transactions against persistent user-generated content. Whodini's technologies are organized along the temporal dimension and will provide maturity models for information management from operational visibility to exploitation and innovation.

1. Finding and Being
Found, Contextually
A Big Data Application
Pankaj Mehra
CTO, Whodini

2. CONTEXT-AWARE COMPUTING
My world, abstracted and orchestrated my way
CONTEXTUALIZATION Emotions &
SERVICES will enable Outcomes
individuals to VIEW and ACT
upon their world through an Web of Contracts &
people context Commitment
ARRAY OF INFORMATION
SERVICES
content
The key innovation will be
CONTEXT-MEDIATED Web of Time &
TRANSACTIONS against knowledge Place
persistent CONTENT, which
will be everything that the Web of
things
user owns
Context-Aware Computing: Beyond Search and Location-Based Services, IEEE ComputingNow theme, Aug 2010
And special issue of Internet Computing in Feb-Mar 2012

3. “large context”
Organized along the temporal dimension
Web of Web of
Knowledge People
Project
Professional Task
Network Collaboration Meeting
competency
Customer
service
Loyalty Product
Event
(team / brand / party) ownership
Vacation Trip
Large family parenting Small
Context Time & Context
Social Web of Contracts &
Location
Emotions & network Things commitments
Outcomes interests
From “The Ecosystem of Context: How to Play” (Mehra) at Silicon Valley Code Camp 2011

4. Maturity Model for Information Management
Operational Visibility Integration Access, Scale, Exploitation,
Protection Optimization Innovation
Functional Content Communication Mobility Context Agency
Collaboration
Behavioral Hunting & Cultivation & Connecting Affordances: Automation
Gathering settlements & sharing work  fun
Experiential Ignorance Chance Dearth - Abundance – Immersion -
encounters - seeking pervasive use being
addiction
INFORMATION INFORMATION PLANNED
FORAGING SEEKING SERENDIPITY

6. Knowledge workers: All US>Co. w/500 employees>Co. w/10k employees

7. Could not find an expert in a 320,000 people company

9. Ashok Rao, Chairman & CEO Todd Liebman, SVP (Sales) & CMO
-Serial entrepreneur - 4 successful -Serial entrepreneur - 3 successful
startups (all revenues $100M+) startups
-Founder & CEO – Midcom -Founder & CEO, Ze-VO Products
Communications, IPO July 1995
-CEO IntelliCheck (AMEX:IDN)
-CEO – Trexcom- acquired by L-3 in 2000
-Founder & CEO, Quick Kiosk (acquired
-President – Enron North America, 1996- by NCR)
1997
-SVP - Sales, Trexcom
Ani Chaudhuri, President & COO Pankaj Mehra, SVP & CTO
-Serial entrepreneur - 2 successful -Distinguished Technologist - HP Labs
startups
-expertise in “sense-making”
-Cofounder Opelin - 5M users in 25
-Tech. Staff Tandem,
countries - acquired by HP in 2007
-Faculty, IIT Delhi and UC Santa Cruz
-Cofounder eCircle - acquired by Reliance
in 2003 -Scientist, NASA
-Director, WW Web Services -Ph.D. in Artificial Intelligence
Initiatives, HP, 2007-2009

10. A Big Data Manifesto?
Here is the NLP version
• Skilled human annotation slow and expensive.
• Experts disagree on quality (64%).
• Use available large-scale data rather than
hoping for unavailable labeled data.
• Human language has already evolved words
for important concepts.
•  Simple representations
•  Nonparametric models
Alon Halevy (‘09)

11. An average US employee writes 600k words in emails annually,
or more than half the Harry Potter series

12. ‘’Analyzing one's
personal email
collection is a lot like
looking in a mirror.’’
Hansen, Shneiderman &
Smith, 2010

16. Whodini generates 210M data points per person per year

17. 7
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