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Privacy Protection Algorithm UC Case: 2007-626-0 Tech ID: 20243 Inference of Unknown Attributes in a Social Network Team: Tyler Phillips, Ben Pollock, George Archbold, Daniel Coolidge, Sydney Sobrepena Mentor: Professor Nathan M. Wilson Ph.D, MBA 1


2

Outline

Technology Assessment FGST

Intellectual Property Assessment

Market Assessment

Recommendation

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Technology Assessment 3


4

The Inference Algorithm No Input social network

Simplify social network

Calculate attribute probability

Can the attribute be inferred?

Monitor social network

Yes Modify social network

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


5

The Inference Algorithm No Input social network

Simplify social network

Calculate attribute probability

Can Doesthe a attribute privacy threat be inferred? exist?

Monitor social network

Yes Modify social network

FGST

Technology

Intellectual Property

Business Market

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6

The Inference Algorithm

Is Jimmy a golfer? FGST

Technology

Intellectual Property

Market

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7

The Inference Algorithm Input social network

NOT Golfer

Simplify network

Unknown

Golfer Name: Jimmy Prob: 0%

Calculate probability Golfer

Golfer NOT Golfer

Attribute inferred?

Golfer

FGST

Technology

Intellectual Property

Business Market

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8

The Inference Algorithm Input Input social social network network

NOT Golfer

Simplify network

Unknown

Golfer Name: Jimmy Prob: 0%

Calculate probability Golfer

Golfer NOT Golfer

Attribute inferred?

Golfer

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


9

The Inference Algorithm Input Input social social network network Simplify network

Unknown

Golfer Name: Jimmy Prob: 0%

Calculate probability Golfer NOT Golfer

Attribute inferred?

Golfer

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


10

The Inference Algorithm Input social network

Simplify network

Unknown

Golfer Name: Jimmy Prob: 0%

Calculate probability Golfer NOT Golfer

Attribute inferred?

Golfer

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


11

The Inference Algorithm Input social network

C1

A1

C2

Simplify network

Unknown

Golfer

B1

Name: Jimmy Prob: 0%

Calculate probability

D1 Golfer NOT Golfer

Attribute inferred?

Golfer

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


12

The Inference Algorithm Input social network

C1

A1

C2

Simplify network

Unknown

Golfer

B1

Name: Jimmy Prob: 90%

Calculate probability

D1 Golfer

Bayesian Probability: Golfer

FGST

Technology

NOT Golfer

Attribute inferred?

P(A1 B1 C2 D1) = P( J)

Intellectual Property

Business Market

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13

The Inference Algorithm S

Modify Network

YE Prob > Threshold

NO

Name: Jimmy Prob: 90%

FGST

Technology

Intellectual Property

Input social network Simplify network Calculate probability

Monitor Network

Business Market

Attribute inferred?

freegoogleslidestemplates.com Recommendation


Technology Takeaways

FGST

14

Differentiating Features

Algorithm is NOT a standalone software

Simplifying Social Network

Requires Social Network Access

Calculating Attribute Probability

Needs External Data Sources

Technology

Intellectual Property

Market

freegoogleslidestemplates.com Recommendation


Intellectual Property Assessment 15


16

Patent Status Inventors: Wesley W. Chu, Jianming He, Zhenyu Liu UC Case: 2007-626-0 Tech ID: 20243 Priority Date: May 21, 2007 Filing Date: May 21, 2008 Patent Status: Awarded

FGST

Technology

Intellectual Property

Market

freegoogleslidestemplates.com Recommendation


17

Prior Art Keyword Search Combined

Combined

Combined

Combined

Alone

Social Network(s)

Social Network(s)

Social Network(s)

Social Network(s)

29,736 results

Privacy

Privacy

Privacy

Privacy

57,316 results

424 results

Infer, Inference, Inferring

Infer, Inference, Inferring

Infer, Inference, Inferring

172,353 results

149 results

Bayes, Bayesian

Bayes, Bayesian

13,776 results

49 results

Simplify, Simplification

2,318,617 results

Filters: Priority: Before 2007-05-22 Patent Status: Granted Source: Google Patents FGST

Technology

35 results

Intellectual Property

Business Market

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18

Our Patent’s Building Block Adaptive Social Computing Methods US-20060200435A1 (listed on our patent)

What it Does ● ●

FGST

Our Patent’s Differences

Reads network into recommender engine

Network Simplification

Unknown Attributes Identifier

Provides framework for continually adapting to new information

Technology

Intellectual Property

Business Market

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19

Concerning Patent: Facebook’s Inference Algorithm Methods and systems for inferring user attributes in a social networking system US-20140279722A1 (prior art search)

Why it is Different

Facebook’s Algorithm 1. Searches for unknown user attributes

2. Guesses their actual values based on all interactions and relationships

Inference scores calculated from all data collected on user, not just relationships

Outlines process for practical implementation of storing calculated values

3. Stores guessed values

FGST

Technology

Intellectual Property

Business Market

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20

IP Assessment Takeaways

FGST

Our patent has a strong emphasis on theory but not implementation like other patents

Other patents provide the same value with less complexity

Easy to circumvent patent based on use case

Technology

Intellectual Property

Business Market

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Market Assessment

21


Potential Applications

22

To solve social media privacy issues

Consumer Privacy Management Tool

Targeted Advertising Tool

B2B Privacy Evaluation Service

FGST

Technology

Intellectual Property

Market

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Reference: 1

Potential Customers: Internal Social Network

FGST

Technology

Total Users

Internal Inference

2.167 B

Suggested Friends

US-8521661B2

800 M

Suggested Accounts

Same as Facebook

300 M

Suggested Follows

US-9313152

255 M

Quick Add

Not Found

200 M

Ideas You Might Love

US-9436754

Intellectual Property

Business Market

23

Patent

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Reference: 1

Potential Customers: Internal Social Network

FGST

Technology

Total Users

Internal Inference

2.167 B

Suggested Friends

US-8521661B2

800 M

Suggested Accounts

Same as Facebook

300 M

Suggested Follows

US-9313152

255 M

Quick Add

Not Found

200 M

Ideas You Might Love

US-9436754

Intellectual Property

Business Market

24

Patent

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Reference: 2

Potential Customers: External

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Evaluation Points

Customers

Demand for Online Privacy Protection

WTP for for 3rd Party Tool

Financial Stake in Online Image

Recurring Customer Base

Young Professionals (Parents of) College Applicants Social Media Influencers Politicians Influencer Definition: Social media icons with great following (>1M) & credibility within a certain niche

FGST

Technology

Intellectual Property

Business Market

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Reference: 2

Potential Customers: External

26

Evaluation Points

Customers

Demand for Online Privacy Protection

WTP for for 3rd Party Tool

Financial Stake in Online Image

Recurring Customer Base

Young Professionals (Parents of) College Applicants Social Media Influencers Politicians Influencer Definition: Social media icons with great following (>1M) & credibility within a certain niche

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


Market Size Comparison

Reference: 3-5

Influencers

27

High school Students

1M Influencers3

TAM

All Social Media Influencers

670K Influencers4 All Facebook Influencers

TSM Beachhead

FGST

Technology

3,1505 Influencers FB Influencers with >1M followers

Intellectual Property

Business Market

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Market Size Comparison

Reference: 3-8

Influencers TAM

High school Students

1M Influencers3

2M HS Students6

All Social Media Influencers

1+ College Applications

670K Influencers4

980K HS Students7

All Facebook Influencers

5+ College Applications

3,1505 Influencers

320K HS Students8

FB Influencers with >1M followers

10+ College Applications

TSM Beachhead

FGST

28

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


Market Size Comparison

Reference: 3-8

Influencers TAM

High school Students

1M Influencers3

2M HS Students6

All Social Media Influencers

1+ College Applications

670K Influencers4

980K HS Students7

All Facebook Influencers

5+ College Applications

3,1505 Influencers

320K HS Students8

FB Influencers with >1M followers

10+ College Applications

TSM Beachhead

FGST

29

Technology

Intellectual Property

Business Market

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Reference: 9-10

Target Market: Parents of College Applicants

30

Proof of Demand % of Top College Admission Officers that Look at Applicant Social Media

25% 14% 2016 FGST

$493

Spent per college applicant on average* 2017

Technology

Intellectual Property

Business Market

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Reference: 9-10

Target Market: Parents of College Applicants Proof of Demand

31

Customer Profile

% of Top College Admission Officers that Look at Applicant Social Media

25% 14% 2016 FGST

$493

Spent per college applicant on average* 2017

Technology

Intellectual Property

Concerned Cathy Demographics High Disposable Income “Helicopter” Parent Risk Averse

Business Market

Motivations Online image contributing to child’s college admission

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Social Media Protection App

32

Evaluation Categories:

Extremism

Cathy! Your Profile Evaluation

Substance Abuse No Threat

Violence

Homophobia

Sexism

View Report Details

Racism

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


Competitive Analysis Requires infrastructure to be built

Can analyze across multiple social media sites

Can infer controversial things about you

Delivers an actionable result

33

Free to Use

Our Product Scrubber Rep’nUp Social Media Giants The User

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


Competitive Analysis Requires infrastructure to be built

Can analyze across multiple social media sites

Can infer controversial things about you

Delivers an actionable result

34

Free to Use

Our Product Scrubber Rep’nUp Social Media Giants The User

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


Competitive Analysis Requires infrastructure to be built

Can analyze across multiple social media sites

Can infer controversial things about you

Delivers an actionable result

35

Free to Use

Our Product Scrubber Rep’nUp Social Media Giants The User

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


Competitive Analysis Requires infrastructure to be built

Can analyze across multiple social media sites

Can infer controversial things about you

Delivers an actionable result

36

Free to Use

Our Product Scrubber Rep’nUp Social Media Giants The User

FGST

Technology

Intellectual Property

Business Market

freegoogleslidestemplates.com Recommendation


Market Assessment Takeaways Pros

Colleges care more about applicant’s social media

FGST

Technology

37

Cons

Large and renewing customer base

Intellectual Property

Business Market

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Market Assessment Takeaways Pros

Colleges care more about applicant’s social media

FGST

Technology

38

Cons

Large and renewing customer base

Intellectual Property

Inference algorithms Strong competition already used in & substitutes social networks Business Market

freegoogleslidestemplates.com Recommendation


Recommendation 39


Final Analysis Cons

Pros

1

Social networks and related internet privacy concerns are growing

2

College applicants need to audit and clean their social media profiles

FGST

Technology

40

Intellectual Property

Market

freegoogleslidestemplates.com Recommendation


Final Analysis Cons

Pros

1 2

FGST

Social networks and related internet privacy concerns are growing

College applicants need to audit and clean their social media profiles

Technology

41

Intellectual Property

1

IP is not the cornerstone of the product

2

Consumers can easily do it themselves

3

Inference algorithm patents already used in social networks

Market

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Final Recommendation 1 2

42

IP is a weak foundation for product

Licensing IP is not viable

Do Not Commercialize FGST

Technology

Intellectual Property

Market

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THANK YOU 43


References 1.

Statista: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

2.

MarketingProfs: https://www.marketingprofs.com/chirp/2017/31547/the-lowdown-on-social-media-influencers-infographic

3.

Upfluence: https://upfluence.com/influencer-marketing

4.

MarketingProfs: https://www.marketingprofs.com/charts/2017/32069/the-most-important-social-network-for-influencers

5.

Zymanga: http://zymanga.com/millionplus/3f a.

National Center for Education Statistics: https://nces.ed.gov/fastfacts/display.asp?id=372

7.

Niche College Admissions Report 2017: https://articles.niche.com/the-class-of-2017-goes-to-college/

8.

9. 10.

Calculation: 2M College Applicants * 49% that apply to 5+ colleges = 980,000

Niche College Admissions Report 2017: https://articles.niche.com/the-class-of-2017-goes-to-college/ a.

FGST

Calculation: 1,158 Instagram Accounts w/ 1M or more * 2.167 B Facebook Users / 800 M Instagram Users

6.

a.

44

Calculation: 2M College Applicants * 16% that apply to 10+ colleges = 320,000

US News: https://www.usnews.com/education/best-colleges/articles/2017-02-10/colleges-really-are-looking-at-your-social-media-accounts Marketplace https://www.marketplace.org/2013/04/01/education/forget-tuition-just-applying-college-can-cost-thousands

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Privacy Protection Algorithm  

UCLA Spring '18, Management 162 Final

Privacy Protection Algorithm  

UCLA Spring '18, Management 162 Final

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