`Phunware Ontology`

The Phunware Ontology comprises the formal naming and definitions of the entities and the relations between the entities within the Phunware Knowledge Graph. The entities (such as mobile devices, mobile applications, and locations) are the nodes, and the relations (such as isInstalledOn and isSeenIn) are the edges within the graph. Our ontology leverages industry standard and open, shared vocabularies such as schema.org to enable data exchange interoperability.

The following figure shows how the various Entities are connected via the Relations in the Phunware Knowledge Graph.

Entities

The Phunware Knowledge Graph contains the following kinds of Entities:

Account - An account (such as the PhunCoinWallet account) held by a particular Person.
Brand - A particular name for a type of product made by a particular company.
City A local administrative unit ranked below a State (or a province or a region); the state/province/region is ranked below a Country.
Congressional District An electoral constituency that elects a single member of a congress. It is ranked below a State (or a province or a region); the state/province/region is ranked below a Country.
Country - A Country (represented by the ISO 3166 2 char ISO country code) is a political entity (usually a sovereign state).
CustomSegment - A category of mobile devices (say CarOwner or CoffeeLover), based on some observed usage patterns.
GeoCircle - A representation of a circular geographic area.
GeoHash - A representation of a rectangular patch of land on Earth (approximately 38m x 19m) using an 8-character string.
Household - A set of people within the same house; A Person belongs to a Household.
Language - A Language with a ISO 639 name and a 2 char code (ISO 639-1).
Media - An advertisement or push message.
MediaChannel - MediaChannel is an agency such as Phunware DSP or Beeswax DSP that serves some Media to a MobileDevice.
MediaSummary - A summary of impressions/clicks etc for a particular Media on a MobileDevice through a MobileApplication, occurring at a particular Location.
MobileApplication - A software application such as 'The Weather App' that runs on a MobileDevice.
MobileDevice - A device such as a smartphone or a tablet.
Org - An organization; typically, an Org runs some Media, and/or might be associated with a MobileApplication.
Person - A Person who owns a MobileDevice.
Place - A physical place such as a cafe/shop etc or a place that contains WiFiAccessPoints and/or is associated with a Brand.
PostalCode A code used for the purpose of sorting mail.
Residence - A physical place at which a Householdresides.
State - An administrative unit under a Country. A State is contained within a Country and a City is contained within a State.
Segment - An audience segment.
WiFiAccessPoint - A wireless access point. A MobileDevice connects to a WiFiAccessPoint.
Zone - A specific area within a Place.

Relations

The Entities within the Phunware Knowledge Graph are connected to each other by the following kinds of Relations:

associatedWith - A generic relationship associating any two nodes; this relationship has a 'confidence value' as a property.
belongsTo - A MobileDevice belongs to either a segment in the segment taxonomy or a CustomSegment.
bornIn - A Person is born in a Country.
broader - A leaf in the segments taxonomy is associated with a parent via a broader relation.
containedInPlace - The spatial relation between GeoCoordinates to City, City to State, State to Country, PostalCode to Country, CongressionalDistrict to State, GeoCoordinates to Place, Zone to Place, Place to Place, Place to City, Residence to PostalCode, and Residence to City.
deliveredBy - A Media is delivered by a MediaChannel.
isConnectedTo - A MobileDevice is connected to a WiFiAccessPoint.
isInstalledOn - A MobileApplication is installed on a MobileDevice and a WiFiAccessPoint is installed on a Place.
isSeenIn - A MobileDevice is used within a GeoHash. This relation is also used tp connect a MobileDevice to a GeoCircle.
isSeenInCongressionalDistrict - A MobileDevice is used within a CongressionalDistrict.
isSeenInPostalCode - A MobileDevice is used within a PostalCode.
isSeenInState - A MobileDevice is used within a State.
isSeenInZone - A MobileDevice is used within a Zone.
knowsLanguage - A Person knows a Language.
languageSetTo - The language setting on a MobileDevice is set to a Language.
memberOf - A Person is a member of Household.
nationalOf - A Person is a national of aCountry.
owns - A Person owns a MobileDevice.
residentOf - A Person is a resident of aCountry.
residesAt - A Person resides at aResidence; A Household resides at a Residence.

Taxonomies

In addition to the above Entities and Relations, the Phunware Knowledge Graph contains the following Taxonomy:

Segments A hierarchy of segments based on demographic information (such as age, gender, etc.), interests, and purchase intent

Note: The MobileDevice entities are connected to one or more nodes (not necessarily a leaf-node) in the Segments taxonomy via the belongsTo relation.