I2010: User PerspectiveI2010: User PerspectiveInnovation and Trust: An eBay StoryInnovation and Trust: An eBay Story

Neel SundaresanNeel SundaresanSr. Director and HeadSr. Director and Head

2I2010 Conference, Brdo, Slovenia, 13-14 May 2008

An “e” Prototype for Social Commerce aka eBay

3I2010 Conference, Brdo, Slovenia, 13-14 May 2008

A vehicle sells every 2 minutes

A part or accessory sells every 3 seconds

Diamond jewelry sells every 83 seconds

A Timberland shoe sells every 10 minutes

A trading card sells every 6 seconds

On an average day on eBay…

Introduction: eBay

eBay users trade about $1,400 worth of goods on the site every second.

4I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Some Statistics

• If eBay were a country it would be ~59th largest • 25% Germans on eBay (> 20m users)• In the UK > 10,000 people make their living only

on eBay• Internationally about 250,000 people make a living

only on eBay• In the USA more than 1 million people make a

living only on eBay• Anyone with a broadband, inventory, and shipping

can open a business!

5I2010 Conference, Brdo, Slovenia, 13-14 May 2008

6I2010 Conference, Brdo, Slovenia, 13-14 May 2008

What are the properties?

• User driven creation• User driven approval

• Familiar Strangers

• What does it look like?

7I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Long Tail

Exotine

8I2010 Conference, Brdo, Slovenia, 13-14 May 2008

The Long Tail

9I2010 Conference, Brdo, Slovenia, 13-14 May 2008

PetroliumJeliffe

10I2010 Conference, Brdo, Slovenia, 13-14 May 2008

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How do you manage it as a mediator?

• What can be revealed?• What can be bought or sold?• Where can it be bought or sold?• Who is trustworthy and who is a fraud?• How do you manage privacy while providing

transparency?• What is a user’s identity?

12I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Trust and Reputation

Shen, Sundaresan

13I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Shen, Sundaresan

Feedback, Trust, and Reputation

14I2010 Conference, Brdo, Slovenia, 13-14 May 2008

The Circle of User Generated Information

Relevance

TrustDiscovery

15I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Community Created Content

• Text? Recommendation? Software? • Approval and Critique• Trust and Appropriateness• Copying and Plagiarism

16I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Large Data Problem

• User generated content is long tail, large volume• How do you add structure to it?• How do you sort it by relevance? • How do you reveal it at the right time?

17I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Machine Learning?

18I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Augmented Intelligence thru Community(Human) Computing

Christy scherrer

19I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Human Computing

• Computing disguised as Entertainment• Computing disguised with incentives• Using it for good or bad

E.g. ESP games for classification, reCaptchas for book reading / character recognition

Phishing and Site takeovers

20I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Platform Computing – User created Software

• Abstractable Infrastructure• Programmable Implementations• Programmable Interfaces• Programmable Networks

• Developer Programs and Affiliate Networks

21I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Identity

Peter Steiner, New Yorker

22I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Identity

• Does it Matter who one actually is?• Revealing Identity• Porting Identity

Convenience

Seal of Approval

Invasion of privacy

23I2010 Conference, Brdo, Slovenia, 13-14 May 2008

Virtual Worlds: Adding a New Dimension!

• A Parallel World aka 2nd Life – A User created World!Europe leads the US in participation

• Entertainment? Business?• Currency• Policy and Law