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Modelling production of personalized information services and their delivery on multiple distribution channels

Personalized information services have become a typical information product offered online on different media, but mainly the web. After a short definition of personalized information services we propose a modelling formalism, defining the building blocks for the production of personalized services and is applicable as “glue” between business processes modelling and software engineering. Within this paper we will instance this model for a very simple personalization method and show how the former elaborated model could be mapped on a three-tier software architecture. Finally it is shown that these architecture eases the personalized delivery on different output channels (f.i. HTML, WML and VoiceXML), based on one single content repository. Introduction to Personalized Information Service Need for personalization Personalized delivery of content is gaining importance, which is reflected in ongoing research. A huge number of such services are not primarily designed as information product like a newspaper. Mostly the services are designed to cope with 1:1 marketing aspects [1, 2]. Nevertheless the added value for publisher as well as for consumers of such information services is proved [3] and could be traded as part of value-added-publishing strategies [4]. As common subset of definitions which could be found in literature [5,6,7], we could state that personalized information services are service which deliver the right information at the right time on a media preferred by the consumer [8]. Information is considered in the following as multimedia information (text, audio and video) as proposed by Smyth [9]. Furthermore, we assume publishers in the right position to produce and deliver such services. Definition of personalized information services As stated before, lots of services are labelled personalized service. A definition based on common characteristics will result in a generic definition like “Personalization is a service provided based on a user profile”. Which individual services generated using this profiles is still uncertain. The definition as follows (c.f. [3]) tries to integrate the dimensions found in definitions cited before: • process • user interest (textual) • demand in schedule • demand in media Def. 1: A Personalized Information Service is a service towards a customer comprising 1. filtering of information out of former gathered and qualified information regarding users textual interest 2. presentation of this information using a user defined time schedule and media appropriate with recent user environment. This brings us back a definition saying “personalized information services are services which deliver the right information at the right time on a media preferred by the consumer” [8]. Production of Personalized Information Services applying the mass customization paradigm The production of information services As for other products, the production process became part of competition in the media market [10]. Most of the efforts spent in research on production of media and information services focussed on “media independent publishing” strategies [11], which are quite often referred to as Cross-Media-Publishing ([12] or [13]). Hand in Hand with this developments it became standard to handle media elements in different formats and media during the production process as text, audio and video material [14]. To stick to this paradigm of cross-media publishing, markuplanguages as SGML and nowadays XML became common to handle and integrate the different media elements and to define a semantic structure for the information [15]. As the distribution media for information products lost focus in the production chain, more attention was spent to focus on market demands and target groups on information level [10]. The editorial work got more attention [14] but the discussion still sticks to the production of mass-media [16]. Modelling mass customized information services We start setting up a theoretical framework by modelling the product to be produced. Same as for other customized or individual products, we assume modularity to be a crucucial factor for efficient production [17]. Therefore we assume a a building block structure [18] as shown in Fig. 1.