# 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.
• 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.
• 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.
• PostalCode A code used for the purpose of sorting mail.
• Residence - A physical place at which a Householdresides.
• Intent - Root node of Intent Taxonomy. The branches correspond to an intent to buy products/services in various categories.
• Interest - The root node of the Interest Taxonomy. The branches of this taxonomy tree correspond to an interest in various categories. This captures a general interest in the category, without indicating any specific intent to purchase products/services in that category.
• LifeStage - The Root of the LifeStage Taxonomy Hierarchy (temporal state along various dimensions; e.g., ExpectantParent, NewParent etc).
• Personal - The Root of Personal Taxonomoy Hierarchy (Ethnicity/Parenthood/SexualOrientation/Gender/Education?income).
• State - An administrative unit under a Country. A State is contained within a Country and a City is contained within a State.
• Venue - A physical place that contains WiFiAccessPoints and/or is associated with a Brand.
• WiFiAccessPoint - A wireless access point. A MobileDevice connects to a WiFiAccessPoint.
• Zone - A specific area within a Venue.

# 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.
• bornIn - A Person is born in a Country.
• broader - A leaf in the Consumption taxonomy is associated with a MobileApplication via a broader relation. This allows us to connect various versions of a given MobileApplication with our abstraction of that mobile application. Note that this relation, i.e., broader, is also used to connect child nodes in the five taxonomies mentioned below to their parent nodes.
• belongsTo - A MobileDevice belongs to a segment, which is a leaf node in one of the taxonomies: LifeStage/Intent/Interest/Personal or a CustomSegment.
• isConnectedTo - A MobileDevice is connected to a WiFiAccessPoint.
• containedInPlace - The spatial relation between GeoCoordinates to City, City to State, State to Country, PostalCode to Country, GeoCoordinates to Venue, Zone to Venue, Residence to PostalCode, and Residence to City.
• deliveredBy - A Media is delivered by a MediaChannel.
• gender - The relation expressing the assignment of a Person to a Gender, with the assignment confidence stored as a property on this relation.
• memberOf - A Person is a member of Household.
• isInstalledOn - A MobileApplication is installed on a MobileDevice and a WiFiAccessPoint is installed on a Venue.
• isSeenIn - A MobileDevice is used within a GeoHash. This relation is also used tp connect a MobileDevice to a GeoCircle
• isSeenInPostalCode - A MobileDevice is used within a PostalCode.
• isSeenInState - A MobileDevice is used within a State.
• isSeenInZone - A MobileDevice is used within a Zone.
• 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 Taxonomies (hierarchical classifications in various categories):

• Consumption A hierarchy of segments based on consumption (mostly based on the categories of MobileApplications).
• Intent A hierarchy of segments based on an intent to purchase something (or an intent to do something).
• Interest A hierarchy of segments based on an interest in a particular thing or action.
• LifeStage A hierarchy of segments based on the stage in life (just-married, just-graduated, etc).
• Personal A hierarchy of segments based on personal information such as age, gender, etc.
Note: The MobileApplication entities are connected to one or more leaf-nodes in the Consumption taxonomy via a relation called broader. Likewise, the MobileDevice entities are connected to one or more nodes (not necessarily a leaf-node) in the other four taxonomies via the belongsTo relation.