[Irl-dean] Hi everyone

Paul Walsh, Segala paul at segala.com
Thu Mar 2 10:56:15 GMT 2006

You're absolutely right Tim :)

However, the industry is gearing up towards Content Labels.

I've given a keynote fireside chat in front of the heads of policy for
Microsoft MSN, BT, BBC, Ofcom, Vodafone, Yahoo!, GSMA and others. The chat
was to talk about Content Labelling. Most of them are keen to do this.

We're helping a number of other Trustmark Providers setup a certification
system based on Content Labels. ICRA is doing the same. One example is PEGI,
the European games rating association - they're now moving to Content Labels
for all online games rating. 

Microsoft currently use an old W3C recommendation called PICS for content
filtering in Internet Explorer. The method I'm discussing (RDF-CL) is being
proposed as a replacement.

We're getting a lot of attention in the UK from agencies who want to partner
with us for the provision of our Trustmark, for the visual trust and for the
machine-readable element. Some examples include foviance who are the UK's
largest Usability company and were responsible for helping the RNIB setup
their accessibility consultancy. They have recently stopped using the see it
right logo. Agency Republic is another good example because they were voted
Digital Marketing Agency of the Year 2005. 

The incubator activity (RDF-CL) includes Yahoo! as a propose.

The W3C Mobile Web Initiative Trustmark won't come in the form of a visual
logo like WAI. It will only come in the form of a Content Label. The
co-editors of this document include Segala, ICRA and Google. 

That's the two main search engines that seem to like the idea.

Answer two
Every certified URL is listed on our TrustServ (trusted database) along with
all the claims for each one. The important element is that some pages will
end up inaccessible to a certain degree at some point in time. If this
happens, end users can report their findings directly to Segala using the
report form on the certificate. You get to this certificate by clicking on
the Trustmark. Or if a company doesn't want to display a visual logo, it can
be as small as a piece of hypertext in the footer.

We're building a system to allow the public verify URLs from our site but
this is not due for another 2 to 3 months. Our content labelling system will
be made public around the same time.

Hope this helps :)

      -----Original Message-----
      From: irl-dean-admin at list.eeng.dcu.ie 
      [mailto:irl-dean-admin at list.eeng.dcu.ie] On Behalf Of Tim Culhane
      Sent: 02 March 2006 09:52
      To: irl-dean at list.eeng.dcu.ie
      Subject: RE: [Irl-dean] Hi everyone
      Hi Paul,
      Thanks for this very clear explanation.
      Sounds like a very interesting concept.
      Like all these things  I guess we are in the chicken and 
      egg phase ...  Need more sites using content labelling 
      before filtering happens ...  Filtering doesn't happen 
      until all these content labelled sites appear!
      Just out of interest  how do you keep tabs on sites which 
      you've awarded a trust mark to  in order to make sure 
      that their standards are not slipping?
      -----Original Message-----
      From: irl-dean-admin at list.eeng.dcu.ie
      [mailto:irl-dean-admin at list.eeng.dcu.ie] On Behalf Of 
      Paul Walsh, Segala
      Sent: 02 March 2006 00:43
      To: irl-dean at list.eeng.dcu.ie
      Subject: RE: [Irl-dean] Hi everyone
      Hi Tim,
      Two things could happen, filtering and search annotation. 
      This is a bit hard to explain in short so please grab a 
      coffee, sit back and enjoy the ride.
      Content Filtering
      Search engines and browsers could provide additional user 
      preferences that enables users to filter content  based 
      on their individual requirements. So, it's potential 
      customers who would do the filtering, not search engines 
      and browsers. Although that's not to say they won't 
      change the ranking system in the future to make search 
      results more trustworthy.
      Benefits to the End User (Potential Customer) Users could 
      see a section in search engine or browser preferences 
      that are specific to accessibility. For example, a user 
      could choose to select a tick box that says only display 
      websites that support text resizing. This places the 
      power of search relevance in users hands as it means 
      sites that don't support text resizing won't be displayed 
      in search results. 
      We believe that enabling users to potentially filter out 
      websites that don't meet their individual needs, will 
      encourage search marketing companies and online budget 
      owners to embrace accessibility, perhaps for search 
      engine optimisation (SEO) reasons only. This is starting 
      to get some coverage in the media in the UK, see attached 
      for a teaser story. We're issuing a news release about 
      this next week.
      Benefits to Website Owners
      Website owners would see their competitors that don't 
      make accessibility claims, filtered out of search 
      results, leaving them with more potential customers.
      Website owners could make claims about the current status 
      of their site before they make any improvements. So, if 
      the only positive design technique about a particular 
      site is that it supports text resizing, then make this 
      conformance claim to ensure your site is found by 
      potential customers who have opted for that preference. 
      This encourages them to include more best practice design 
      considerations as they can now couple them with real 
      potential customers. Search preferences would never be 
      based on WCAG priority levels as they don't represent 
      user profiles. So visual logos that only represent 
      compliance with WCAG priority levels will have limited benefit.
      Our own certificate allows websites to make individual 
      declarations about compliance rather than force them to 
      comply with single A, double A or triple A. Although it 
      does support these categories as well as 508 if required.
      Benefits to Web developers and usability and 
      accessibility companies These companies can sell 
      accessibility to clients as it's now much easier to 
      associate checkpoints with real potential customers. The 
      threat of their site being filtered out should encourage 
      them to include as many best practice design 
      considerations as possible. Allowing customers to display 
      a Trustmark that makes individual claims and a statement 
      of ongoing commitment while they make continuous 
      improvements is a key selling point too.
      Search Annotation
      Search engines and browsers could also annotate search 
      results to highlight trusted sites. For example, websites 
      that make claims about accessibility and have been 
      verified by an independently accessibility expert. 
      Search annotation is in existence today already. That is, 
      when you perform a search, the results contain a 
      hyperlink picked up from the title tag and information 
      about the site from the description tag. The additional 
      search annotation I'm talking about could come in the 
      form of a non branded icon beside the title. Upon 
      clicking on the icon you could be presented with a 
      certificate that provides the claims that can be trusted. 
      Go to www.trustwatch.com to see what AskJeeves and the 
      security Trustmarks are doing. 
      This would enable users to search the Web and make an 
      informed decision before they enter particular sites. 
      In my humble opinion, we don't want to encourage 
      filtering just yet because there are too few websites 
      that carry Content Labels. 
      The visual logo is one thing and a certificate enabling 
      users to provide feedback is another, but the Content 
      Label is the most valuable as it enables all of this to happen.
      Website includes meta tag on certified webpage Website 
      includes a visual Trustmark on webpage Visual Trustmark 
      is hyperlinked to an XHTML certificate that resides on 
      the trusted third party's server. Certificate displays 
      information about the claims, who's making them, who's 
      verified them etc. Content Label is created and resides 
      on the trusted third party's server. This contains RDF
      (Semantic) metadata that represents all the information 
      displayed on the visual certificate.
      User conducts a search.
      Search engine spiders the web and before returning the 
      search results it reads the meta tags on each page. 
      Search engine notices the tag as above and then searches 
      for the specified Content Label to see what claims the 
      site owner is making. This process is authenticated with 
      the W3C and Segala (or other) namespace within the 
      Content Label. It is this information that would be used 
      to annotate or filter search results. Trust is given 
      because the metadata (accessibility
      claims) is not stored on the labelled site.
      Hope this helps! We haven't documented an accessibility 
      use case for Content Labels just yet so this email is a 
      practice run, sorry! :)
      Kind regards,
      Paul (need a coffee)
            -----Original Message-----
            From: irl-dean-admin at list.eeng.dcu.ie 
            [mailto:irl-dean-admin at list.eeng.dcu.ie] On Behalf 
      Of Tim Culhane
            Sent: 01 March 2006 09:32
            To: irl-dean at list.eeng.dcu.ie
            Subject: RE: [Irl-dean] Hi everyone
            Hi Paul,
            You mention that one of your interests includes:
            Semantic methods that enable trust on the Internet using 
            content labels
            Can  you expand on exactly this works?
            I'm a bit unsure that I'm comfortable  with search 
            engines making decisions for me on whether to filter out  
            websites which it deems to be inaccessible.
            As we all know accessibility can be quite subjective.
            Naturally there are obvious things which make sites 
            inaccessible, but there are always ways and means of 
            getting information from even a badly designed site.
            I assume that search engines makes its decisions on 
            whether a site is accessible or not by checking for  a 
            trust mark or certificate of some sort?
            Of course, I suppose I  can just allow unfiltered searches.
            -----Original Message-----
            From: irl-dean-admin at list.eeng.dcu.ie
            [mailto:irl-dean-admin at list.eeng.dcu.ie] On Behalf Of 
            Paul Walsh, Segala
            Sent: 27 February 2006 18:17
            To: irl-dean at list.eeng.dcu.ie
            Subject: RE: [Irl-dean] Hi everyone
            Hi Everyone,
            Time to introduce myself :)
            I'm a proud and happy dad of two (ages 1 and 2) and 
            husband to one. I'm almost a stranger to my homeland 
            after leaving in 1998 to head for the sunny shores of the 
            UK where I now manage Segala's satellite office, whilst 
            my Irish based comrades bask in the John Rocha designer 
            HQ in Sandyford. The plan is to return to Dublin with my 
            new immigrants in two years, where they'll follow their 
            father's footsteps as professional strawberry pickers in 
            Wexford (home to the Walsh Clan) during the summer months.
            I'm keen to hook up with people from the listserv as I 
            enjoy meeting new folk to discuss work topics of 
            interest, namely web accessibility, mobile web and 
            Semantic methods that enable trust on the Internet using 
            content labels. I don't really get the chance to have a 
            drink these days, so I make the most of my business trips 
            to Dublin. Drop me a note if you fancy a beer when I'm over.
            I won't bore you with all of my past. The most relevant 
            was my time at AOL.
            I was one of the first employed by AOL in Europe in 1995. 
            As well as developing the AOL presence in the UK I 
            assisted with the launch of AOL Sweden and wrote a paper 
            on how to launch a new client in a new country, this was 
            subsequently used during the launch of Australia Online.
            I'm co-founder and CEO of Segala. We provide conformance 
            appraisals and audit certification services for web 
            accessibility. We award customers with the first 
            machine-readable Trustmark for web accessibility. 
            I'm Segala's W3C Advisory Committee representative and 
            member of the Mobile Web Initiative Steering Council 
            where I help to create and rollout mobile web best 
            practices. I'm the co-editor of the MWI conformance 
            (mobileOK) with Google and ICRA, to create a machine 
            readable Trustmark. I'm also an Executive of the British 
            Interactive Media Association (BIMA), a trading 
            association for the Interactive industry in the UK. So, 
            as you can see, not much time for beer!
            I'm a committee member of the WAI but regrettably have 
            been inactive due to other standard commitments, however 
            Sorcha Moore is now in good standing for WCAG 2.0 and 
            David Rooks is in good standing for the Evaluations and 
            Reporting Tools (ERT) working group.
            Segala is a sponsor member of the W3C's first Incubator 
            Group activity which is addressing the topic of "Content 
            Labels". The W3C Incubator Activity is a new initiative 
            to foster development of emerging Web-related 
            technologies and the Content Label group is focusing on 
            delivering a framework for the development of a clear 
            Web-based system that can be used by trustmark providers, 
            allowing browsers and search engines to filter content 
            based on whether sites are accessible to people with 
            disabilities, contain material suitable for children, 
            contain trustworthy information on bullying, or fulfil a 
            number of other criteria such as being suitable for 
            presentation on mobile phones.
            We are currently helping a number of associations around 
            Europe to create trustmark schemes based on their code of 
            conduct by using our technology like the Trustmark we 
            provide for accessibility. This enables end users to 
            report false claims about compliance using an online 
            certificate linked to the Trustmark.  
            Having been so busy helping to push the industry forward, 
            we just haven't had the time to articulate, document and 
            build a site to represent what we do because we 
      never had to. 
            Looking at our current website, you wouldn't get the 
            impression that we are operating at this level and 
            providing these services to brands valued more than 17 
            billion sterling, so I'm hoping that the second search 
            result in www.yahoo.com for 'segala m test' will 
            disappear soon (BTW, there were some inaccuracies in the 
            email I'm referring to).
            Cheers :)
            M: +44 (0)7734 606 453      
            Bronze Sponsor of WWW2006 Conference
            Gold Sponsor of Internet World 2006
                  -----Original Message-----
                  From: irl-dean-admin at list.eeng.dcu.ie 
                  [mailto:irl-dean-admin at list.eeng.dcu.ie] On Behalf Of 
                  Mark Magennis
                  Sent: 27 February 2006 16:17
                  To: irl-dean at list.eeng.dcu.ie
                  Subject: RE: [Irl-dean] Hi everyone
                  Hi Brendan, welcome to the list. Good to see another 
                  accessibility design company in Ireland. That's an 
                  interesting company name you have there, ilikecake. I 
                  quite like cake myself.
                  > Oh almost forgot, secretaries!!!!!!!
                  Was that something you forgot you like or forgot you 
                  don't like? And what if the secretary is carrying a 
            piece of cake?
                  Irl-dean mailing list
                  Irl-dean at list.eeng.dcu.ie
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