Situated Social Networks

& Mobile Commerce

what makes cents?
Tuesday October 21st, 2008 from 9am to 4:30pm
Weisner Room 209
By invitation only, rsvp to
Ray Garcia
rgarcia@media.mit.edu

Design Charette Series

Center for Future Banking
@ MIT Media Lab
Sponsored by Bank of America
 Goal – why are we here?
• To foster creative ideas, design, and action for
collaborative research amongst all the participants.

• To establish the groundwork for a Living Lab in Boston

and the MIT Campus.

• To understand the research process by doing it.

• To inform new products using research findings.

 Grand Challenges
(we will formulate this during the sessions)

• Convergence of Physical and Virtual Social Experiences

– What are the Social Network Economic Models in a world that

is infused with viral communications, sensing spaces, mobile
devices, responsive ambient intelligent environments, tele-
presence, and virtual communities meeting in physical spaces?

• Living Lab

– What is the New Deal on Data? How will data be collected,

protected, and shared by consumers, merchants, banks,
carriers, government, and researchers to add greater value to
stakeholders in the future?
 Candidate Research Questions
(bring your own questions as well)

• Living Lab
– How do networks emerge? What is the inherent value system and constraints
under which they form? How is knowledge shared and problems solved within
social networks. What are the micro-economic forces at play?
– Do SmartMobs behave predictably and can they be controlled to perform some
group action?
• Social Network Economic Models
– How do new currencies impact group decisions? New currencies could be
coupons, loyalty point systems, barter systems, time trading systems, money
within games, micro/nano payments, one time use codes, media capture and
exchanges, peer to peer value exchanges.
– How do social networks behave in physical spaces when using mobile Location
based services and can form spontaneous connections?
• Sensing Stores
– How would ambient intelligence augment the retail experience? Is it perceived
as intrusive or an affinity? How would it use a social network?
 Candidate Business Questions
(bring your own questions as well, but keep them general)

• Market Discovery
– What techniques can be used to uncover hidden insights and unmet needs from
the voice of the customer as captured in a social network application?
– Can we identify and unlock the commercial potential of social capital inherent in
communities
– How do we evaluate ways of fostering user generated content and a free
exchange of expertise within the community
• Social Network Economic Models
– How can a social networks extend beyond a communication vehicle to have
more relevancy in managing a business effectively? Can labor be shared, cost
spread, profit pooled?
– Can a social network be used to manage business risk? Could it be used as a
source of capital? Can the network aggregate its purchasing power?
– What is the balance between competition and cooperation within a social
network?
 Attendees
(requires full day participation)
MIT Media Lab Faculty Bank of America
Sandy Pentland *
Andy Lippman Small Business Banking
Deb Roy Laurie Readhead
David Reed * Beverly Ladley
Pattie Maes Inder Koul
Luis Sarmenta Chris Adams
MIT Media Lab Researchers Sophia Tolsma *
Kwan Lee, Dawei Shen, Taemie Kim, Laurin Titus
Anmol Madan, Nadeem Tufail
Daniel Olguin, Iolanthe Chronos, Ankur Mani,
Ben Waber Global Product Strategy
Charlie DeTar, Jaewoo Chung, Heather Holeman, Eileen Poss
Alyssa Wright, Jeremy Liu
Sophia Yuditskaya, Kleovoulos Tsourides,
CFB Executive in Residence
Jeff Orkin, Aithhe Sheng-Ying Pao, Jeff Carter, David Price, Ray Garcia,
Jacob Crandall, Nate Greenslit, Abhi Mehta, Kathryn Fialkowski *,
Coco Katherine Krumme Hans Schumacher, Todd Inskeep, Ken Jackowitz
Polychronis Ypodimatopolous, Nadav Aharony, Jeff Miller
David Gaithier, Sajid Sadi, Drew Harry
Learning and Leadership Development
MIT Information Technology Rick Dzavik, Michael Arena, Eric Pardell
Taeminn Song, Wilson D’Souza, Andrew Yu
City of Boston Guest Speakers *
Walter Doyle, Dan Gilmartin, (Ulocate.com)
Nigel Jacob
Brenda McKenzie Adrienne E. Penake, (prosper.com)
Keith Hunt * Irene Greif, IBM Fellow, Director of Social Software
 Agenda
(presentations will be videotaped)
9:00 – 9:05 Carter Introductions of each group, expectations of the day, goals and structure of meeting
9:05 – 9:15 Readhead Introduction of Small Business Banking and its future outlook
9:15 – 9:30 Tolsma BAC Small Business on-line community, its formation and opportunities for expansion
9:30 – 9:45 Penake Prosper on Peer 2 Peer Lending Marketplace
9:45 – 10:00 Hunt City of Boston Mainstreets program
10:00 – 10:20 Pentland MIT Honest Signals within Network Intelligence
Reed MIT Social Commerce and the Street
10:20 – 10:35 Fialkowski BAC Mobile commerce initiative
10:35 – 10:50 Doyle ULocate on location based services, m-commerce, and social networking
10:50 – 11:00 Roy MIT Research at the MediaLab, how is it done, how is it used
11:00 – 12:00 Breakout (7) Group Teams for Idea sessions, design concepts, strategies, research question
(2) sponsors, (1) faculty with (3) students, presentation of current projects
12:00 – 12:30 Lunch Faculty to present Ideas generated
12:30 – 1:30 Ideation Mix teams and have Group discussions again to develop the ideas further
1:45 – 3:15 Feedback Group presentations to entire audience and critical feedback
3:15 – 4:00 Action Wrap up discussion on research feasibility and action items
4:00 – 4:15 Carter CFB Closing statements
4:15 – 4:30 Social Time to socialize and exchange contact information
 Breakout Team Assignments
(note: teams are intentionally mixed in each round)
Faculty Concept Review Ideation
[location] 11:00 – 12:00pm 12:30 – 1:30pm

Sandy Pentland T.Kim, A.Madan, D.Olguin, I.Chronos D.Shen, N.Aharony, J.Liu, K.Lee
[ reef / reef ] L.Readhead, C.Adams, D.Gilmartin B.Ladley, N.Tufail, N.Jacob, T.Song
J.Carter, I.Greif K.Fialkowski

Andy Lippman K.Lee, D.Shen, C.Krumme, J.Liu T.Kim, D.Gaithier, J.Orkin, B.Waber
[ wiesner / wiesner ] I.Koul, H.Holeman, T.Song L.Readhead, B.McKenzie, W.D’Souza
T.Inskeep, J.Carter, I.Greif

Deb Roy S.Yuditskaya, K.Tsourides, J.Crandall, A.Wright A.Madan, C.Krumme, S.Sadi, A.Pao
[ roth / O&G ] B.Ladley, S.Tolsma C.Adams, E.Poss
J.Miller A.Mehta

David Reed P.Ypodimatopolous, N.Aharony, D.Gaithier, A.Mani D.Olguin, S.Yuditskaya, N.Greenslit, P.Ypodomatopolous
[ wiesner / wiesner ] E.Poss, K.Hunt, W.D’Souza I.Koul, L.Titus
A.Mehta T.Inskeep

Pattie Maes S.Sadi, C.DeTar, D.Harry, B.Waber I.Chronos, K.Tsourides, C.DeTar, A.Wright
[ O&G / O&G ] L.Titus, B.McKenzie K.Hunt, A.Yu
K.Jackowitz K.Jackowitz

Luis Sarmenta J.Chung, J.Orkin, A.Pao, N.Greenslit A.Mani, J.Crandall, D.Harry, J.Chung
[ wiesner / wiesner ] N.Tufail, N.Jacob, A.Yu D.Gilmartin, S.Tolsma, H.Holeman
K.Fialkowski J.Miller
 Reference Links
• MediaLab http://www.media.mit.edu
• MediaLab overview http://www.media.mit.edu/about/overview.pdf
• Center for Future Banking http://cfb.media.mit.edu
• Small Business Online Community
http://smallbusinessonlinecommunity.bankofamerica.com
• Mobile Banking
http://www.bankofamerica.com/onlinebanking/mobilebanking/flash/index.cfm
• Boston Main Streets Program http://www.cityofboston.gov/mainstreets/default.asp

To stimulate thoughts read

• Crowdsourcing by Jeff Howe or read his Wired Article
http://www.wired.com/techbiz/people/news/2008/09/crowdsourcing_excerpt
• Reality Mining Article by Sandy Pentland in Technology Review
http://www.technologyreview.com/printer_friendly_article.aspx?id=20247&channel=specialsections&secti
• Search through Google Scholar for “Social Networking” to find academic articles
 Travel Details
(we recommend that you book early)

• Date: Tuesday October 21st, 2008 from 9am to 4:30pm

(We recommend that you travel the night before)
• Media Lab Location
Wiesner Building, E15
20 Ames Street, Cambridge, MA 02139-4307

Campus Map and Directions

• http://whereis.mit.edu/map-jpg?selection=E15&Buildings=go
• http://whereis.mit.edu/map-jpg?section=directions
• Accommodations
– http://www.media.mit.edu/contact/accommodations
(We recommend that you stay within walking distance)
note: Dress code is university casual, no suits or ties please.
Media Lab Faculty

Biographies
Biography

Professor Alex (“Sandy”) Pentland is a pioneer in organizational engineering, mobile information

systems, and computational social science. Sandy's focus is the development of human-centered
technology, and the creation of ventures that take this technology into the real world.

He is founder and director of the Living Labs Program, a group of real-world technology
experiments that explore the dynamics of technology and social innovation. He is among the
most-cited computer scientists in the world, and in 1997 Newsweek magazine named him one of
the 100 Americans likely to shape this century.

Recent honors include the Carlos Ghosn award for automotive design, `Idea of the Year’ by USA
Today for Memory Glasses, the Future of Health Technology Award for `honest signals’ health
assessment technology, and Top Ten Emerging Technologies by Technology Review for Reality
Mining.

Recent spin-off companies include Sense Networks, Cogito Health, Cellbazaar, and United
Villages.

His most recent book is `Honest Signals’, by MIT Press.

 Luis
Sarmenta
Research
Scientist

Biography

Luis Sarmenta is a Research Scientist at the MIT Media Lab, leading research projects under
the Center for Future Banking, the Living Labs program, and the Next Billion Network.
Originally from the Philippines, he has personally experienced the revolutionary impact that
mobile phones have had in the developing world, and thus deeply believes in the enormous
life-changing potential of mobile phone applications. In 2003, while Chair of the Department
of Information Systems and Computer Science at Ateneo de Manila University, he founded
and directed an R&D center within the University that worked with the largest mobile operator
in the Philippines to produce 30 commercially released mobile phone applications and
services in its first two years, and eventually spun-off into a for-profit corporation. He returned
to MIT as a Research Scientist at CSAIL in 2005, and joined the Media Lab in 2008 after co-
founding a course on ICT for Development, which has now become NextLab, the course
component of the Next Billion Network initiative. This Fall (2008), he is co-teaching NextLab,
as well as another course on mobile applications, “6.087: Building Mobile Applications.”

Luis received his PhD in EECS from MIT in 2001, and has done research and consulting work
in a variety of topics aside from mobile computing, including volunteer computing, grid
computing, computer security, medical computing, educational computing, and others. He has
received a number of international awards, including the ASEAN Young Scientists and
Technologists Award in 2005.