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ISBN: 978-972-8939-25-0 © 2010 IADIS3. UBIQUITOUS COMMERCEThis section presents the strategy used in the deal opportunities discovery guided by trails. Section 3.1describes the ubiquitous commerce environment, in which TrailM was integrated. Section 3.2 describes howthe trails were used in the discovery process of Deal Opportunities (DOs).3.1 The Ubiquitous Commerce EnvironmentThe UbiTrade architecture (Franco et al, 2009), presented in Figure 4, is composed of eight components. Thefirst is the Location System, which allows the identification of the users' current context. The second is theProfile System that stores the users' data. The third is the Category Tree, which keeps a taxonomy of productsand services. The fourth is the Reference System, which determines the users' reputation, according to theprevious transacted businesses. The fifth is the Service Manager, which operates as a layer of messagesexchange between the interface component and the others. The sixth is the Opportunity Consultant, which isthe main component of the model. It operates as an analysis engine, generating business opportunities fromthe profiles and locations of the dealers. Finally, there are two components used as interfaces with users, thePersonal Assistant and the Website.Figure 4. The UbiTrade ArchitectureThe deal opportunity identification depends of events occurrence. The opportunities, in UbiTrade, areclassified into three categories. The Buy & Sell category is generated from the desires of a dealer matchedwith the offers of another dealer. The Knowledge Exchange category is created based on the desires of adealer matched with the desires of another dealer. The Experience Exchange category is produced from thematching of desires of a dealer with businesses made by another dealer. The identification of the dealopportunities is made by Opportunity Consultant through the dealer’s location and profile and the ServiceManager in charge for warning the users about deal opportunities.3.2 Deal Opportunities Using Trails3.2.1 Specialized Services in TrailMThe deal opportunities discovery guided by trails was based on specialized services created in TrailM andaccessed by Opportunity Consultant of UbiTrade. Table 1 summarizes the created services. The informationreturned by the services is obtained through the analysis of the dealers’ trails. The preferences are determinedby the use frequency of contexts, regions, and business done in the trail.22