1. RESEARCH DOMAIN:
User, market & policy
research

2. User, market & policy research: VISION, not a division
Exploring the information society… in its social,
economic, cultural, political … dimensions & impact
Contributing to a user empowered & user
empowering knowledge society
Thinking out of the box: interdisciplinarity key!
in a true spirit of open innovation
Not a division: creating synergies & close
collaboration with technology driven research tracks

3. User, market & policy research
Open
Innovation
Market
assessment Policy & Media
Regulation
Networks
User Empowerment
Culture
Health

4. User, market & policy research: Positioning
Future Secure & Health
Future
Networks & distributed decision
Media
applications software support
USER, MARKET & POLICY RESEARCH
iLab.o & u

5. User, market & policy research: Mission
Stimulating a climate of open innovation in Flanders, through
User empowerment studies: sociability, usability & likeability, with a
special attention for core issues as privacy, security, identity & trust
Policy & regulation impact, involvement & improvement studies
Market assessment & new Business modelling studies
Grasp social, cultural, political, economic requirements through refined
theoretical analyses, prospective studies & methodological finetuning
Becoming a centre of excellence, linking up to the EU agenda & R&D
Framework Programmes

6. User, market & policy research: Approach
Sociability, Usability & Likeability
Open Media
Innovation
Market
User
Policy Networks
Culture
Health
Identity, Security & Privacy

7. User, market & policy research: Overall Key Research Challenges
Assess the ‘econoshock’ of ICT introduction in strategic IBBT
application domains (health, media, telecommunications,
education, culture…)
Develop and implement User Centric Design methodologies, in
order to address sociability, usability & likeability of ICT
introduction
Privacy and security as core concerns in all related sectors
Assess & Develop dynamic, yet future proof ICT policies and
regulations

8. User, market & policy research: IBBT Results

9. Media – Trends, Challenges, Results

10. Media – Coping with the New Media Economy
1. Free: Google as metaphor
2. Interactive: prosumer & UGC as metaphor
3. Global: WWW
4. Personalised & web 2.0
=> traditional media actors under
pressure

11. Media – Coping with the New Media Economy
Explosion new players & UGC!
Google barely 11 years old
Never seen before speed of
innovation
Free model: crisis BM
No such a thing as a free lunch
Long tail opportunities
Web 2.0…
Youtube, facebook, twitter…
Informatie abundance & overload
Attention scarcity

12. Media – Coping with the New Media Economy
WSJ: “In 2005, publicly traded U.S. newspaper
publishers reported that newspaper operations
produced operating-profit margins of 19.2%,
down from 21% in 2004, according to figures
compiled by independent newspaper-industry
analyst John Morton. He says that figure is still
more than double the average operating-profit
margin of the Fortune 500 companies.”

13. Media – Coping with the New Media Economy
200K authors for Wikipedia 4.5M Wikipedia articles
User Generated Content – Prosumer
Communities (Content = Context)

14. Media – Coping with the New Media Economy
Market
Convergence – Multiplatform
Value Network Change – new / other revenue streams

15. Media – Coping with the New Media Economy
Policy & Regulation:
Privacy & Trust
Copyright (DRM, …)

16. Media – Research Challenges
General
New monitoring tools and interdisciplinary research methods required
User level
Focus on practices and experience in everyday life
How users deal with changing roles and expectations
The impact of social media on the empowerment of consumers
Usability & likability of Web2.0 related services and applications
Economic level
Assess impact of new actors in the media domain
Identifying alternative business models and revenue streams
Policy & regulatory level
Investigating national, European and global regulations and strategies on
audio-visual content distribution and consumption
Privacy and identity aspects for automatic data exchange in the internet
of things, augmented realities and ambient intelligence

17. Media - Results
Fundamental research (ISBO) VIN Gr@sp
QoE NextGenHDTV
…
Demand driven research MCDP Cocomedia
(ICON) Epaper Video-Q-Sac
Maduf Romas
Adme VACF
Hi-Masquerade A4MC3
Mutable IFIP
Teleon IPEA
Pokemon …

18. Media - MADUF
Technological Research on possible DVB-H services in Flanders
Legal framework research
Economic research on cooperation models and business models
End User Concepttests
18

19. Media – Citizen Media
Citizen Media (EU - IP-FP6): (Alcatel, France Telecom, Fraunhofer, Exalead,
…)
Objective: developing new social media applications for social change
Living lab environment in four EU countries
Research themes
User centered development of new social media applications
Identifying user, context and social requirements
Business models for Web2.0 likely applications
Outcomes:
New social media applications
New research methodologies to grasp user requirements
Alternative business models assessment tools

20. Culture – Trends, Challenges, Results

21. Culture – Creative with Converging Cultures
CONTENT CREATION

22. Culture - Creative with Converging Cultures:
STORAGE

23. Culture - Creative with Converging Cultures:
PARTICIPATION

24. Culture - Creative with Converging Cultures -
EXPERIENCE

25. Culture - Creative with Converging Cultures:
BUSINESS MODELS & INSTITUTIONAL
ROLES

26. Culture - Challenges
Develop e-culture tools
Develop tools that diminish tresholds for
cultural participation
Balance between cultural & market value
Develop cultural policies and regulations

27. Culture - Results
IPEA What are the needs of and possible business models for the
Flemish media sector regarding archiving and distribution of digital
content?
VACF What are the challenges for the Virtual Arts Center of the Future?
(cultural communities, virtual spaces)
Pokumon How can digital content of the performing arts be distributed in a
standardised way? And what are the tresholds?
MuTable How is the multi touch multi media table changing the way users
and experts interact with cultural content?
Erfgoed 2.0 How can cultural heritage content be distributed on mobile devices
in a personalised, interactive way?
CUPID How can digital cultural information be distributed in a personalised
and media-rich way? How can the user control its cultural ID?
BOM-VL What are the needs of cultural participants, artists, scientists and
educators with regard to a common Flemish multimedia archive?
And which are possible distribution models to cope with these
needs?

28. Culture – CUPID
Create an integrated Cultural Profile
Control & Trust of Cultural ID
Cultural organizations know more about cultural
preferences of virtual visitors
More Personalized Cultural Information
More Cultural Participation

29. Culture – BOM - VL
Archiving and Distribution of multimedia content
in Flanders (media and cultural sector)
Assessment:
Open and Dynamic archive
Creative & scientific use of content
Contextualized content distribution
Distribution models for the cultural sector, the
creative industry and education

30. Health & Well Being – Trends, Challenges,
Results

31. Health & Well Being : Prevention, Care & Cure
Paradigm
Ageing Population (independent living systems
& monitoring)

32. Health & Well Being : Prevention Care & Cure
Paradigm
New Institutional Roles & Business Models

33. Health & Well Being – Challenges
Prevention and Care: beyond efficiency of medial
treatment (Cure)
Coping Aging population:
Developing Monitoring tools
Developing Independent Living Systems
Optimizing efficiency Belgian Care System:
Optimization internal / external information
Optimization Organisational structure
Changing Institutional Roles
Medical e-ID (maximal & transparent follow up of 700K
patient files in Flanders)
High sensitivity for ethics, privacy, security, liability

34. Health - Results
ASCIT How do sick children, their classmates and teacher environment
experience the communication by making use of a virtual
environment?
COPLINTHO How can we develop a ICT platform to support chronic patients and
their caretakers at home in communication with medical health
professionals in case of need for care?
TRANSECARE How can we support independent living by making a transparent
platform facilitating communication and coordination?
How can we develop user friendly services from a multi actor
perspective?
How does the homecare value network look today, and what’s
plausible for the future?
IM3 How does the perception of care change by making use of mobile
telemetry devices after hospital discharge?
What are the changes from a health economic point of view?
eHIP How can we create a secure health information platform taking care
of privacy issues?
Share4Health User centric development of a healthcare professional's
collaboration space targeted at GP’s and pharmacists

35. Health - TRANSECARE
Development of a “transparent home environment”, that offers an
“open window” on the world at home through ICT
Development of a “transparent data exchange platform”, that offers
adequate information to professional and non-professional care givers
Development of a “transparente network environment” that offer
support to domotica and mobility aspects
35

36. Future Networks – Trends, Challenges, Results

37. Future Networks – Managing Information
Explosion
Internet traffic increases 60% per year, fuelled by video and user generated
content
Total IP traffic: from 5 Exabytes/mo in 2006 to 32 exabytes/mo in 2012
You Tube grows 13 mn video per minute, 10% of all Internet traffic (2008)
Every 4 hours on Google refreshes more than entire library of congress (>20
TB)
120K new blogs every day
Diversity: from 6 gigabyte movies on DVD to 128-bit signals from RFID tags.
Approximately 70% of the digital universe is created by individuals.
10
Volume [GB/user/day]
1
0.1
Internet backbone
multimedia consumption
0.01
2007
2008
2006
2009
2010
Year
-> No room for all traffic consumed by
user to be transported over the Internet

38. Future Networks – Managing Information
Explosion
Future Networks:
Internet of Things?
Who owns the Internet?
Virtualisation
Platformisation
Cognitive Radio

39. Future Networks - Challenges
Sustainable Business models
European competitiveness
Impact of Net neutrality, Structural separation, other open
vs. closed models
Changing roles of operators
Security and Privacy

40. Future Networks - MCDP
future proof multimedia content distribution system that is open to
different types of content and network service platforms
Research themes
User practices, experiences & expectations
Identification of best business practices
Deployment models for a multimedia content distribution platform
Introduction of possible business model scenarios
40

41. Future Networks - Cognitive Radio projects (EU)
Several EU FP 6, FP7 projects (2005 till present)
New paradigm for mobile communications
Autonomy for user devices
Flexibility of spectrum
Current work focuses on major standardisation, business, regulatory
and user-related challenges
Forerunner worldwide analysis of business and standardisation
issues
First IBBT-MIT Joint Workshop on Cognitive Radio Standards and
Markets
Linking with Technological Groups to create Flemish Cognitive
Radio Research Cluster (SMIT, IBCN, PATS, IMEC)

42. User, Market & Policy research: IBBT iLab collaboration
Flanders Interactive - iDTV (IWT / 2003-2004): 300 STB households
i-City co-operation (IBBT-iCity / 2004-): 1,100 (to 4,000) i-City pda users
e-Paper (IBBT / 2005-2006): 200 e-paper users
MADUF - Maximising DVB Usage in Flanders (IBBT / 2006-2007): 60 device users
ROMAS - Research on Mobile App. & Serv. (IBBT / 2006-2008): 750 i-City pda users
Citizen Media (EU-IP-FP6 / 2006-2009): Neigbourhood community (3 streets)
Video Q-SAC - Video To The Home / Quality Sensing, Aggregation & Control
(IBBT / 2007-2008): 40 households (100 respondents) streaming platform
iLab.o user study (Bxl gov - CIBG - IBBT / 2007-): 8,500 stud. & 2,500 pers.
We-Connect - Living Lab Experiments in Community Sharing (Microsoft Research
Cambridge/ 2007-2008): i-City living lab panel and communities

43. User, Market & Policy research
Prof. dr. Caroline Pauwels
IBBT-SMIT (VUB)
Pleinlaan 9
1050 Brussels
caroline.pauwels@vub.ac.be
Meet us at the speakers corner !