Social Networking as a Platform for Innovative ICT Services
The past few years, surely the most dynamic period in the history of ICT industry, were irretrievably labelled by the global proliferation of the social networking phenomena. Social networking did not only change the way people use the Internet and their communication devices but also enabled companies to offer innovative ICT services based on new business models. As an example, today social recommender systems drive customers’ purchasing decisions and identify popular topics for portal headline stories. Furthermore, marketing agencies redesigned their digital marketing campaigns and now they cluster social networks into densely-connected sub-networks to target most influential individuals in those sub-networks for achieving best viral marketing effect. Finally, telecom operators switched their customer management paradigm from customer relationship management (CRM) to customer-managed relationship (CMR) by building implicit social connections among their users to offer them group-oriented services. This talk will present technical, social and business challenges, as well as opportunities, for companies offering social-aware ICT services.