Wolfgang Maass is a professor of media computer science at the Hochschule Furtwangen University where he leads the Research Center for Intelligent Media. He studied Computer Science at the RWTH Aachen and Saarland University. His doctoral studies were funded by the graduate programme “Cognitive Science” of the German Research Community (DFG). From 1997 till 1998 he worked for Diebold Management Consulting before he joined the Media and Communications Management (MCM) Institute at the University of St. Gallen, Switzerland. End of 2007 he was awarded with a habilitation by the Department of Management at the University of St. Gallen and elected as university lecturer (Privatdozent). Since 2008 he is also Vice Director at the MCM institute at the University of St. Gallen.

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AG Audience

English

60 Minutes

Saarbrücken

Consumer products are increasingly required to intelligently adapt to customer needs and changes in purchase and usage situations. Machine-readable annotations, e.g., by Radio Frequency Identification (RFID), allow tight integration of physical entities with digital representations. The EPC Network Architecture is designed for standardized sensing and processing of RFID-based product data for business purposes. Multimodal retail communications via smart products requires far more flexible and richer, high-level semantic representations of physical entities, actors, activities and contexts. It is presented how this semantic gap is filled by a semantically annotated product representation model (SPDO). SPDO is described by web-based semantic representation formats anchored in a foundational ontology (DOLCE/DDPO). It is directly or virtually embedded into consumer products and used for question-answer-based consumer communication. Incremental reasoning on web-enabled description logics (OWL-DL) and production rules (SWRL) is used by adaptive communication services and for the generation of basic product memory capabilities. Smart product services are realized by a web-service middleware (Tip ‘n Tell) that is integrated with the EPC Network implementation Accada. Finally, results of an empirical adoption study on smart products are presented.

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