Abstract:
Electronic-Services (e-services) involves various types, delivery systems, advanced information technologies,
methodologies and applications of online services that are provided by e-government, e-business, e-commerce,
e-market, e-finance, e-learning systems, to name a few. They thus offer great opportunities and challenges for
many areas, such as government, business, commerce, marketing, finance and education.
E-service Personalization (ESP) is a new research field that deals with fundamental roles and practical
applications of various personalization technologies and methodologies on the web-based e-services. ESP
offers customized web information content, personalised web presentation and personalised website design
according to a particular user's preference and interests shown in the past visits and/or predicted through
intelligent data analysis. ESP aims at presenting and providing the right information to the right user. ESP comes
from the real-world requirements where many business and government organizations are nowadays developing
their e-service systems with various personalized functions, which can provide web users with information they
need. Intelligent technologies have been applied in the development and implementation of personalized
e-service systems.
This talk will first present some basic concepts of ESP. It then gives classifications of ESP based on
personalization functions, personalization techniques, user types, and application domains. Some examples of
main types of ESP, such as link personalization, content personalization, structure personalization, control
personalization will be described respectively. This talk will particularly discuss the design of personalized
e-service systems with recommender systems, as the most popular application of personalization technique. How
various intelligent technologies are applied in ESP and related personalised systems will be addressed as well.
The development and applications of Australian e-government services will be illustrated to the success of ESP
with the help of intelligent technologies.
