1) The presentation discusses the structural changes facing the "old economy" as products and processes become increasingly digitized, requiring corporate IT to embrace new technologies like linked data and open data. 2) It explains the evolution of the internet towards linked data, from early networks to today's large amounts of data where integration and standards are important. 3) Linked data activities at Daimler are highlighted, including proof of concepts around factual search, content processes, and improving Mercedes-Benz's website by extracting vehicle data and attributes.

1. Information Technology Management / 9th April 2013
European Data Forum 2013
From Old to New Economy

2. Information Technology Management | ITM
Agenda
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The Structural Change of the “Old Economy“
The Four Principles of Linked Data
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Evolution of the Internet Towards Linked Data
4 Linked Data Activities @ Daimler
Technological and Cultural Changes5
Wrap-up: Some things to take away…6
European Data Forum 2013 / Information Technology Management / 9th April 2013

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The Structural Change of the “Old Economy”
Manufacturing companies are facing an increasing digitalization of
their products and processes
» New Economy: Digitalization of Processes and Products «
The Automotive Industry is subject to a profound structural change
Computer-Aided Design, Production Systems, Car-IT: IT is everywhere these days
Corporate IT needs to embrace this change
“Linked Data“ and “Open Data“ are technologies to drive this change
Old Economy
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Evolution of the Internet Towards Linked Data
From a niche technology to mass medium
1960
The amount of data on the INTERnet and on our INTRAnets grows rapidly
Data integration is of paramount importance for businesses
We need open standards for data integration
Standardization organizations, such as the W3C, are of maximum importance
1990 2020
# Sites
/ Nodes
HTML Sites
Networked Computers
Linked Data
Please note: Gradient and extension of curves adapted for illustrative purposes.
European Data Forum 2013 / Information Technology Management / 9th April 2013

5. Information Technology Management | ITM
The Four Principles of Linked Data
Make use of Open Standards and Principles!
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Principle #1: Principle #2:
Use HTTP addresses so that people can
look up those names.
Principle #3: Principle #4:
When someone looks up such an
identifier, provide useful information,
using the common W3C standards.
Include links to other identifiers so that
people can learn even more about these
things.
Adapted on the basis of: Berners-Lee (2006): Linked Data, http://www.w3.org/DesignIssues/LinkedData.html (18.03.2013)
Use unique identifiers as names for
everything.
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Linked Data Activities @ Daimler
Several Proof of Concepts have been conducted
Three Proof of Concepts conducted:
Factual Search
Content Processes
User Experience
PoC User Experience: Improvement of
Mercedes-Benz Website
Integration and evaluation of
various factual sources
Extraction of vehicle concepts and
attributes from existing data
Availability of vehicle concepts
using the search field
A B
RDFRDF
Dictionaries Product Data
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Technological and Cultural Changes
Transformation of the Enterprise is a reciprocal process
Technological Change
Use open standards instead of proprietary technologies
Publish data and make it internally consumable
Boost information quality
Cultural Change
Give up thinking in terms of “information silos“
Build trust and reduce fear of data transparency
Establish Crowd-Sourcing Principles
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Wrap-up: Some things to take away…
Please take advantage of the enormous potentials of Linked Data
System A System CSystem B
Opening and Linking “Information Silos”: What Linked Data can provide:
Linked Data is a lean technology – it
saves resources
Linked Data is sustainable and
reliable – it makes use of the W3C
standards
Linked Data is flexible and application
neutral – it can be used in various
corporate domains
Linked Data drives the cultural change
of the Enterprise
European Data Forum 2013 / Information Technology Management / 9th April 2013