ConferenceCall 2011 02 24

= OntologySummit2011: Panel Session-5 - "Strategies for 'Making the Case' - Take-I" - Thu 2011_02_24 =

Summit Theme: OntologySummit2011: Making the Case for Ontology

Session Title: Strategies for 'Making the Case' - Take-I

Session Co-chairs: Dr. MatthewWest (Information Junction, UK) & Mr. PeterYim (Ontolog; CIM3)

Panelists:


 * Dr. MatthewWest (Information Junction, UK) - "Show me the Money: the benefits trail for Ontology"  [ slides ]
 * Dr. NormanWinarsky (SRI Ventures) - "The Story of Siri, and SRI's Venture Incubator Process"  [ slides ]
 * Dr. DeniseBedford (Kent State University) - "Role of Ontologies in Master Data Management"  [ slides ]
 * Mr. ChrisPartridge (BORO Solutions) - "Be pragmatic, be opportunistic"  [ slides ]
 * Mr. PeterYim (Ontolog; CIM3) - "Science & Technology that change the world: beyond good work, marketing stunts and logic"  [ slides ]


 * Archives:
 * Abstract
 * Agenda
 * Prepared presentation material (slides) can be accessed by clicking on each of the title links below:
 * [ 1-West ] . [ 2-Winarsky ] . [ 3-Bedford ] . [ 4-Partridge ] . [ 5-Yim ]
 * Audio recording of the session [ 1:45:29 ; mp3 ; 12.1 MB ]
 * transcript of the online chat during the session ... (raw transcript is now online; cleaned-up version to come!)
 * Additional Resources

Abstract
OntologySummit2011 Theme: "Making the Case for Ontology"


 * Track-4 Focus: "Strategies for 'Making the Case'"
 * Session Title: Strategies for 'Making the Case' - Take-I

This is our 6th Ontology Summit, a joint initiative by NIST, Ontolog, NCOR, NCBO, IAOA & NCO_NITRD. The theme adopted for this Ontology Summit is: "Making the Case for Ontology."

This year's Ontology Summit seeks to address the need to provide concrete evidence of successful deployment of ontologies by examining several application domains for such examples, and in better articulating where different "strengths" of ontological representation are best applied. To support that, the summit also aims to classify the categories of applications where ontology has been, and could be, successfully applied; to identify distinct types of metrics that might be used in evaluating the return on investment in an ontology application (cost, capability, performance, etc.); to lay out some strategies for articulating a case for ontological applications; and to identify remaining challenges and roadblocks to a wider deployment of such applications that represent promising application areas and research challenges for the future. The findings of the summit will be documented in the form of a communiqué intended for public consumption.

The Panel Session today is organized by our Track-4 co-champions, and will be featuring a range of panelists who will tell us the strategic approach they take when making their case and the issues they find as they prosecute the case.

See developing details on this Summit series of events at: OntologySummit2011 (home page for this summit)

Agenda
Ontology Summit 2011 - Panel Session-5


 * Session Format: this is a virtual session conducted over an augmented conference call


 * 1. Opening (co-chair) - MatthewWest / PeterYim [5 min.] [ slides ]
 * 2. Panelists presentations - MatthewWest, NormanWinarsky, DeniseBedford, ChrisPartridge & PeterYim [10~15 min. each]
 * 3. Q & A and open discussion [All: 20~30 min.] -- please refer to process above
 * 4. Wrap-up / Announcements - (co-chair)

Proceedings:
Please refer to the above

IM Chat Transcript captured during the session:

see raw transcript here.

(for better clarity, the version below is a re-organized and lightly edited chat-transcript.) Participants are welcome to make light edits to their own contributions as they see fit.

-- begin in-session chat-transcript --

PeterYim:.

Welcome to the OntologySummit2011: Panel Session-5 - Strategies for 'Making the Case' - Thu 2011_02_24

Summit Theme: OntologySummit2011: Making the Case for Ontology

Session Title: Strategies for 'Making the Case' - Take-I

Session Co-chairs: Dr. MatthewWest (Information Junction, UK) & Mr. PeterYim (Ontolog; CIM3)

Panelists:


 * Dr. MatthewWest (Information Junction, UK) - "Show me the Money: the benefits trail for Ontology"
 * Dr. NormanWinarsky (SRI Ventures) - "The Story of Siri, and SRI's Venture Incubator Process"
 * Dr. DeniseBedford (Kent State University) - "Role of Ontologies in Master Data Management"
 * Mr. ChrisPartridge (BORO Solutions) - "Be pragmatic, be opportunistic"
 * Mr. PeterYim (Ontolog; CIM3) - "Science & Technology that change the world: beyond good work, marketing stunts and logic"

Please refer to details (dail-in numbers, agenda, slides etc.) on the session page at: http://ontolog.cim3.net/cgi-bin/wiki.pl?ConferenceCall_2011_02_24

Proceedings:
anonymous1 morphed into MichelVandenBossche

anonymous1 morphed into DavidLeal

anonymous1 morphed into ChrisPartridge

anonymous3 morphed into FabianNeuhaus

anonymous1 morphed into NormanWinarsky

anonymous3 morphed into BruceMusicus

anonymous5 morphed into FrankOlken

BruceMusicus1 morphed into BruceMusicus

anonymous8 morphed into MichaelRiben

anonymous2 morphed into PhilMurray

anonymous3 morphed into AnneHunt

anonymous7 morphed into TonyRhem

SteveRay: Friendly code reminder: *3 to unmute, *2 to mute

anonymous2 morphed into DustinCote

anonymous2 morphed into ByronDavies

FrankOlken: I tried to call in with Google voip, and was told the conference calling number was not a legal phone number - so I am using my cell phone.

SteveRay: @Frank: It appears that this conference calling service is blocked by some (Google included). I had the same issue in the past, and now just use my Vonage account for this call.

SteveRay: @Byron: Did you need a question answered? We could try via chat.

ByronDavies: Moderator, please remove me from the queue.

SteveRay: @Byron: Done. You can toggle raising and lowering your hand by clicking the little hand icon at the lower right.

anonymous3 morphed into PavithraKenjige

ToddSchneider: Matthew, could you repeat the two uses of ontologies?

Matthew West: @Todd - Use 1 is in providing information through reasoning. Use 2 is in supporting information systems through models and Master Data Mgt and data quality analysis.

SteveRay: @Norman: I didn't catch the third ingredient for a successful venture. I got: Stellar team; great market concept.

Matthew West: @steve 3rd is Disruptive Technology Solution.

RexBrooks: Sorry I got here late, unavoidable.

RexBrooks: I think the point that both Denise and Chris have made is that we should focus on solving a use-case problem rather than making a case for ontology per se.

RexBrooks: In fact how we solve their problems may require that we not make a point of using semantics or ontology.

SteveRay: @Rex: Thus, our application framework should be very useful.

RexBrooks: @Steve: right!

RexBrooks: @Steve: How do we incorporate the almost unanimous conclusions of this session into application framework, a la siri?

RexBrooks: We have the chicken and egg catch 22 situation where we need the context but to get the context we need the context to make the case.?

SteveRay: @Rex: I'd say: 1. Identify the audience. 2. Prepare the pitch for that audience. Siri's audience was the VC community as far as I can tell.

SteveRay: I'm hoping the Application Framework will list each application type, each audience type, and each value metric.

RexBrooks: Can we identify a bunch of problems (use-cases) we can solve? and then use that to develop the application framework?

SteveRay: @Rex: That was one of the drivers behind the Use Case track - to find actual use cases and find out what worked when making the case.

ToddSchneider: The particular stake holders will also impact which metrics are of interest.

SteveRay: I agree

RexBrooks: @Steve: then I think Todd's idea of a matrix is a good idea to produce a set of solutions, audiences, money-trail, etc.

RexBrooks: And, of course, metrics!

SteveRay: @Rex: Yes. I think it's a 3D cube: Application type; Audience type; Value metric

LeoObrst: I agree with Peter, and with Chris, because it is a matter of both accuracy and a matter of trust.

PavithraKenjige: @Peter - on slide 4, it says CIO and System architects... It is the job of the enterprise architects to create an Ontology for the organizations for it to be useful for organizational wide interoperability. System Architects have narrower responsibilities limited to systems that they are responsible for..

PeterYim: (added this response subsequently) @PavithraKenjige - I was using the term "system" in a very broad sense - including that of enterprise systems, human systems, etc., and not just tools systems or (computer-based) application systems.

PavithraKenjige: Application Architecture, would deal with application layer, Ontology should be addressed when addressing information/ semantics of the information that application architecture has to store or manipulate. For example, in a three tier architecture, or service oriented software or application architecture, they have to work with the information they have to work with..

PhilMurray: Re: "Ontologies are overrated." Comparable to response to tech writer presenting a draft to a manager for review: "I've done a little wordsmithing myself." To some people, Ontology engineering looks like something very simple made more difficult and more expensive ... and not at all providing something the rest of us can't do.

MikeBennett: Is one issue the "Prototype" problem you also see with software: people form a mental picture of the thing they saw, and picture this whenever they hear the word "ontology".

TerryLongstreth: @Peter - I like your observation that "ontology" covers a range of strategic concepts, from Controlled Vocabularies to Fully axiomatized logical frameworks (I hope I've paraphrased that accurately). Do we need an enumeration of that spectrum, with target markets for the individual strategies?

ToddSchneider: Have to go. Thank to all the speakers.

PeterYim: @TerryLongstreth - I believe we addressed this ("What is an Ontology") back in 2007 - see: Ontology Summit 2007 - Ontology, Taxonomy, Folksonomy: Understanding the Distinctions - http://ontolog.cim3.net/cgi-bin/wiki.pl?OntologySummit2007

SteveRay: @Terry: That was the subject of our 2007 Ontology Summit. See http://ontolog.cim3.net/cgi-bin/wiki.pl?OntologySummit2007

TerryLongstreth: @Peter - I'm aware, but my point is that all of these are being called ontologies, without a clear definition of how they should relate to each other. Was that discussed in 2007?

PeterYim: @Terry - in particular - the LeoObrst + MichaelGruninger "Ontology Framework" presentation is enlightening - see: http://ontolog.cim3.net/cgi-bin/wiki.pl?OntologySummit2007_Framework_Session#nid10HH

PeterYim: @Terry - absolutely! hopefully, at this Summit (2011), we will take that one step forward and associate the "right" type of ontology to specific business problems

RexBrooks: My line dropped as well, just as I was about to ask for input into a matrix that Todd and I will put together, but I'd like to see a set of use-cases with specific problems we can solve so we can identify the kind of application framework that will be needed and what metrics we can use to measure how effectively we solve those problems.

AnneHunt: Sorry, I could only stay until 11. Good conversation--see you next time.

NicolaGuarino: Have to go. Great session!

PeterYim: Thanks, Anne ... thanks, Nicola ...

SteveRay: @Rex: Be sure to coordinate with the Track 1 team that is tasked with creating the Application Framework.

RexBrooks: @Steve: we should do that tomorrow.

SteveRay: @Rex: Indeed. And this is the focus of next Thursday's session: Integrating the Framework, the Use cases, and the value metrics.

RexBrooks: @Peter: Exactly! We can focus on the solution to problems, and not worry about telling everyone how we solve it.

PeterYim: MatthewWest suggested: "Ontology inside!"

RexBrooks: Ontology Onboard!

MikeBennett: Ontology enabled?

PavithraKenjige: Problem with selling the concept of Ontology is - we treat it as Semantic technology dependent like RDF and Owl! I wonder it is necessary to limit it that way?

PhilMurray: @Leo Obrst (paraphrased): "People will reinvent what ontologies do while deprecating ontology engineering." Absolutely true. So KR people need to be associated strongly with something that has high visibility and clearly understood impact. The attention to Watson could be a springboard for that.

RexBrooks: @Leo: one thing we need to be careful about is using appropriate messages per audience. When speaking to technicians, we can say things we shouldn't attempt with a non-technical, managerial or venture capitalist audience.

PhilMurray: Gotta go. And thanks, Peter, for fixing my access. Good discussion, all.

PeterYim: Thank you for your participation and contribution, Phil ... bye

NormanWinarsky: Have to go. Thanks so much for the great discussion.

MatthewWest: Thank you very much Norman

MikeBennett: Some fantastic insights in today's session!

PavithraKenjige: thank you

PeterYim: Great session ... thank you all!

PeterYim: - session ended: 11:32am PST --

-- end of in-session chat-transcript --


 * Further Question & Remarks - please post them to the [ ontology-summit ] listserv
 * all subscribers to the previous summit discussion, and all who responded to today's call will automatically be subscribed to the [ ontology-summit ] listserv
 * if you are already subscribed, post to 
 * (if you are not yet subscribed) you may subscribe yourself to the [ ontology-summit ] listserv, by sending a blank email to  from your subscribing email address, and then follow the instructions you receive back from the mailing list system.
 * please email  if you have any question.

Audio Recording of this Session

 * To download the recording of the session, click here
 * the playback of the audio files require the proper setup, and an MP3 compatible player on your computer.
 * Conference Date and Time:	24-Feb-2011 9:38am~11:32am PST
 * Duration of Recording:	1 Hour 46 Minutes
 * Recording File Size:	       12.1 MB (in mp3 format)
 * suggestions:
 * its best that you listen to the session while having the respective presentations opened in front of you. You'll be prompted to advance slides by the speaker.
 * Take a look, also, at the rich body of knowledge that this community has built together, over the years, by going through the archives of noteworthy past Ontolog events. (References on how to subscribe to our podcast can also be found there.)

Additional Resources:

 * Homepage of OntologySummit2011
 * Ontology Summit 2011 Launch Event - ConferenceCall_2011_01_20
 * "Ontology Application Framework" session - ConferenceCall_2011_02_03
 * "Ontology Applications & Use Cases - I" - ConferenceCall_2011_01_27
 * "Ontology Applications & Use Cases - II" - ConferenceCall_2011_02_10
 * "Value Metrics, Value Models and the Value Proposition - I" - ConferenceCall_2011_02_17
 * [ontology-summit] mailing list archives - http://ontolog.cim3.net/forum/ontology-summit/
 * to subscribe to this discussion list: send a blank message from your subscribing email address to  or visit http://ontolog.cim3.net/mailman/listinfo/ontology-summit/ and subscribe yourself there
 * Homepage of this annual Summit series - see: OntologySummit

For the record ...

How To Join (while the session is in progress)

 * 1. Dial in with a phone: http://ontolog.cim3.net/cgi-bin/wiki.pl?ConferenceCall_2011_02_24#nid2O4A
 * 2. Open chat in a new browser window: http://webconf.soaphub.org/conf/room/ontolog_20110224
 * 3. Download presentations for each speaker here: http://ontolog.cim3.net/cgi-bin/wiki.pl?ConferenceCall_2011_02_24#nid2O40
 * or, 3.1 (access our shared-screen vnc server, if you are not behind a corporate firewall)

Conference Call Details

 * Date: Thursday 24-Feb-2011
 * Start Time: 9:30am PST / 12:30pm EST / 6:30pm CET / 5:30pm GMT / 17:30 UTC
 * see world clock for other time zones
 * do note that this is 1 hour earlier than the usual 1:30 EST Ontolog event time!
 * Expected Call Duration: ~2.0 hours
 * Dial-in Number:
 * from a US telephone (US): +1-218-844-8060 (domestic long distance cost will apply)
 * When calling in from a phone, use Conference ID: "4389979#"
 * from Europe, call:
 * Austria 0820-4000-1577
 * Belgium 070-35-9992
 * France 0826-100-280
 * Germany 01805-00-7642
 * Ireland 0818-270-037
 * Italy 848-390-179
 * Spain 0902-886-056
 * Switzerland 0848-560-327
 * UK 0844-581-9148
 * callers from other countries please dial into either one of the US or European numbers


 * Shared-screen support (VNC session), if applicable, will be started 5 minutes before the call at: http://vnc2.cim3.net:5800/
 * view-only password: "ontolog"
 * if you plan to be logging into this shared-screen option (which the speaker may be navigating), and you are not familiar with the process, please try to call in 5 minutes before the start of the session so that we can work out the connection logistics. Help on this will generally not be available once the presentation starts.
 * people behind corporate firewalls may have difficulty accessing this. If that is the case, please download the slides above and running them locally. The speaker(s) will prompt you to advance the slides during the talk.


 * Discussions and Q & A:
 * (Unless the conference host has already muted everyone) Please mute your phone, by pressing "*2" on your phone keypad, when a presentation is in progress. To un-mute, press "*3"
 * You can type in your questions or comments through the browser based chat session by:
 * pointing a separate browser tab (or window) to http://webconf.soaphub.org/conf/room and enter: Room="ontolog_20110224" and My Name="Your Own Name" (e.g. "JaneDoe")
 * or point your browser to: http://webconf.soaphub.org/conf/room/ontolog_20110224
 * instructions: once you got access to the page, click on the "settings" button, and identify yourself (by modifying the Name field). You can indicate that you want to ask a question verbally by clicking on the "hand" button, and wait for the moderator to call on you; or, type and send your question into the chat window at the bottom of the screen.
 * (when everyone is muted) If you want to speak or have questions or remarks to make, 'please "raise your hand (virtually)" by click on the "hand button" (lower right) on the chat session page. You may speak when acknowledged by the speaker or the session moderator (again, press "*3" on your phone to unmute). Test your voice and introduce yourself first before proceeding with your remarks, please.'' (Please remember to click on the "hand button" again (to lower your hand) and press "*2" on your phone to mute yourself after you are done speaking.)
 * thanks to the soaphub.org folks, one can now use a jabber/xmpp client (e.g. gtalk) to join this chatroom. Just add the room as a buddy - (in our case here) ontolog_20110224@soaphub.org ... Handy for mobile devices!


 * Please review our Virtual Session Tips and Ground Rules - see: VirtualSpeakerSessionTips


 * RSVP to [mailto:peter.yim@cim3.com peter.yim@cim3.com] appreciated.


 * This session, like all other Ontolog events, is open to the public. Information relating to this session is shared on this wiki page: http://ontolog.cim3.net/cgi-bin/wiki.pl?ConferenceCall_2011_02_24


 * Please note that this session will be recorded, and the audio archive is expected to be made available as open content to our community membership and the public at-large under our prevailing open IPR policy.

Attendees:

 * Attended:
 * MatthewWest
 * NormanWinarsky
 * DeniseBedford
 * ChrisPartridge
 * PeterYim
 * SteveRay
 * NicolaGuarino
 * TerryLongstreth
 * BruceBray
 * DavidLeal
 * MichelVandenBossche
 * KathyEllis
 * AldenDima
 * AlStevens
 * FabianNeuhaus
 * BruceMusicus
 * HasanSayani
 * JimDisbrow
 * ToddSchneider
 * RamSriram
 * MikeBennett
 * MichaelRiben
 * AnneHunt
 * PhilMurray
 * AnthonyRhem
 * PavithraKenjige
 * FrankOlken
 * YuLin
 * ByronDavies
 * DustinCote
 * RexBrooks
 * LeoObrst


 * Expecting:
 * RamGouripeddi
 * PeterEirich
 * BartGajderowicz (following offline)
 * TimWilson
 * ... if you are coming to the session, please add your name above (plus your affiliation, if you aren't already a member of the community) above; or e-mail  so that we can reserve enough resources to support everyone's participation. ...
 * ... if you are coming to the session, please add your name above (plus your affiliation, if you aren't already a member of the community) above; or e-mail  so that we can reserve enough resources to support everyone's participation. ...


 * Regrets:
 * AntoinetteArsic
 * JoanneLuciano
 * YuriyMilov