CHOReOS was an FP7 project. It is now fully completed. This website is kept open for information purpose only, it is not updated. Please visit CHOReVOLUTION the project that takes over from CHOReOS. The December 2012 Interview (Follow.Interviews-December-2012)

The December 2012 Interview

"Our Adaptive Customer Relationship Booster use case demonstrates the potential rewards of choreographies in extremely dynamic interactions with customers in B2B and B2C adaptive, content-aware and context-aware scenarios"

CHOReOS Interview: Gianmarco Panza is a Senior Specialist Researcher at CEFRIEL, Italy.

How would you present the CHOReOS project?

CHOReOS project is about providing a sustainable, reliable, dependable and scalable solution for the applications of the future internet. I expect that the first CHOREOS technology-base applications to take place in the mid-term and be further developed in the long term in 2020, and in eight years everything will change. But still there will be more space and time for software-oriented architecture at an Ultra Large Scale in the Future Internet. By this, I mean involving at the same time in a single application thousands of business services, things and people. We must consider we have many research activities and we must promote the concepts of CHOReOS. There are only a few research projects that are successful in terms of development and deployment in the real world. If you invest your time and resources in a project, it’s because you believe in that. In CHOReOS, it’s a software-oriented architecture paradigm that is being developed on an Ultra Large Scale. We are addressing sustainability, reliability and dependability and scalability of applications. Software-oriented architecture can be distributed, centralized or hybridized, but CHOReOS is a distributed highly scalable application. This is completely unique. Even users and domain experts can leverage CHOReOS, you do not need specialists in the field. It can be used by people with a minimum of skills. That is also quite peculiar of CHOReOS.

What is your role in the project?

Cefriel is a research center in Milan and we were asked by Wind Telecommunicazioni S.p.A, to join the project. We support the project. We entered work package 7 with its use case called the “Adaptive Customer Relationship Booster” in order to support Wind in the specification, development, validation and testing of the use case. Our Adaptive Customer Relationship Booster use case demonstrates the potential rewards of choreographies in extremely dynamic interactions with customers in B2B and B2C adaptive scenarios.

Can you describe the Adaptive Customer Relationship Booster use case?

It is about adapting dynamically the marketing plan and strategies on the basis of context, user profile, content, devices and communication channels. It is a future vision. Shops will be able to strengthen their positions in the market, while customers will see better service and customized offers. It helps sales managers to develop flexible, highly targeted and short-term marketing campaigns, to leverage the supply chain profitably, to collect detailed feedback on customer needs and expectations in near-real time and to use information from social networks and new media. On the other side of the equation, customers will be notified of product availability immediately. It is really about optimizing the shopping experience.

What key innovation do you bring or help to develop?

Our innovations are two-fold. The key innovation is an application that is being considered for a real business plan developed by CONSEL, the newest partner of the CHOReOS project. Furthermore, we introduce an application that should save time and money. It is customized for user context, services and content. It is a completely dynamic and adaptive application able to manage thousands of services, people and things in real-time.  

A word about Gianmarco Panza and CEFRIEL


Gianmarco Panza received a Bachelor of Science degree in Information Science Engineering from the University of Padova, Italy, in 1998, and a Master degree in ICT at CEFRIEL/Politecnico di Milan, Italy in 1998. Upon graduation, Gianmarco became a researcher for ALCATEL ITALIA, Italy in the field of Quality of Service over IP networks. A year later, Gianmarco started working as a senior researcher and consultant on network systems at CEFRIEL in Milan, Italy. At the prestigious research institute, Gianmarco started teaching in ICT master courses and conducting company employee trainins for Quality of Service over IP networks, Voice over IP and MPLS (Multi-Protocol Label Switching). Gianmarco has also participated in many European IST projects, including BASS, MOICANE, JOCO, PHOENIX, Membrane, MULTINET, OPTIMIX, CHOREOS, and CONCERTO. He also participated and managed several national and international projects regarding all the aspects of network and service provisioning in LAN, MAN and WAN environments, from specification to simulation modeling, realization and testing.

CEFRIEL is a non-profit organization whose shareholders are Universities (Politecnico di Milano, Università degli Studi di Milano, Università degli Studi di Milano Bicocca, Università degli Studi dell'Insubria), Public Authorities (Lombardy Region), and 15 leading multinational companies in ICT and media sectors. Its primary objective is to strengthen the existing ties between academic and business worlds in the innovative ICT sector. In 2010, CEFRIEL opened its subsidiary office in Cincinnati, Ohio, to further strengthen its support to companies worldwide by increasing innovation needs.

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