Web 2.0 - 1 Minder.Chen@csuci.edu Web 2.0 Definition?! Cloud computingThe Internet of Things...

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Web 2.0 - 1 Minder.Chen@csuci.edu

Web 2.0 Definition?! Web 2.0 is the network as platform (Cloud Cloud

computingcomputing), spanning all connected devices (The Internet of Things); Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service (perpetual betaperpetual beta) that gets better the more people use it (network effectsnetwork effects), consuming and remixing data from multiple sources (mashupmashup), including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences (using AJAX etc.).

http://radar.oreilly.com/archives/2005/10/web_20_compact_definition.html

Perpetual Beta

• Web vs. client/server applications • Deployment – Single site• User training – No chance

• Peer-to-peer• IP/copyright issues

BitTorrent

http://vimeo.com/15228767

Mashup: GIS Mapping and Data

• remixing data from multiple sources

http://maps.google.com/maps/ms?hl=en&ie=UTF8&msa=0&msid=106212521568035882004.00045bb7819236c3696ea&t=h&ll=33.885807,-117.746658&spn=0.199507,0.33989&z=11&source=embed

Enterprise MashupA mashup is a Web page or application that uses and combines data, presentation or functionality from two or more sources to create new services. The main characteristics of the mashup are combination, visualization, and aggregation. It often makes existing data more useful.

Moving from Web 1.0 to Web 2.0

Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html

Web 2.0 - 7 Minder.Chen@csuci.eduhttp://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Principles• Harnessing Collective Intelligence

– Data is the next Intel inside. (NavTeq Onboard – Map data used by MapQuest)

– Blogging and the wisdom of crowds (crowd sourcing).

• Services, not packaged software, with cost-effective scalability (cloud computing).

• Control over unique, hard-to-recreate data sources that get richer as more people use them.

• Software above the level of a single device.

• Lightweight user interfaces, development models, and business models. (Web-based, Mobile Apps)

• Leveraging the long tail through customer self-service.

Principles• The web as platform.

– Leverage customer-self service and algorithmic data management to reach out to the entire web, to the edges and not just the center, to the long tail and not just the head.

– The service automatically gets better the more people use it. (e.g., BitTorrent) - Peer-to-peer

– Network effects (network externality) from user contributions are the key to market dominance in the Web 2.0 era.

– Decentralized architecture.

– The wisdom of the crowd.

– We, the media. (You! Time the man of the year 2006). Trusting users as co-developers.

Reductionist view of Web 2.0

• Read and write

• Writing by everyone

http://oreilly.com/pub/a/web2/excerpts/web2-architectures/chapter-3.html?page=3

Blogsphere Ecosystem

Source: https://www.facebook.com/photo.php?fbid=10151501720801234&set=a.387102226233.167817.18797601233&type=1&theater

Social Technographics Ladder

http://blogs.forrester.com/category/social_technographics

Pinterest.comSpotify

Foursquare

Social Network Marketing/

Long Tail

http://en.wikipedia.org/wiki/Long_Tail

Pure Players vs. Physical Retailers

http://www.wired.com/wired/images.html?issue=12.10&topic=tail&img=1http://www.wired.com/wired/archive/12.10/tail_pr.html

Product Variety Comparison for Internet and Brick-and-Mortar Channels

Product Category Large Online Retailer

Typical LargeBrick-and-Mortar Store

Books 3,000,000 40,000 – 100,000

CDs 250,000 5,000 – 15,000

DVDs 18,000 500 – 3,000

Digital Cameras 213 36

Portable MP3 players

128 16

Flatbed Scanners 171 13

http://www.heinz.cmu.edu/~mds/smr.pdf

The unlimited “shelf space” of the Internet. Free:The Future of a Radical Price, Chris Anderson

Product not available in offline retail stores

Songs available at Rhapsody

Changing “Demand Curve”• The total volume of low popularity items exceeds

the volume of high popularity items.

• Why? Search Cost, Carrying Cost, Niche

Shifting Demand down the Long Tail

• Netflix data shows shifting demand down the Long Tail

Online Resources

• http://www.longtail.com/the_long_tail/

• http://en.wikipedia.org/wiki/The_Long_Tail

• Why $o.oois the future of business

• [PDF] FREE: The Future of Radical Price

• Creative Common: Sci-Fi's Cory Doctorow Separates Self-Publishing Fact From Fiction (PodCast)

Crowdsourcing

http://usercontribution.intuit.com/w/page/18238302/The%20Contribution%20Revolution%20linked%20version

Tagging and Word Cloud• Word clouds at http://www.wordle.net/

• Created based on part of Web 2.0 entry in Wikipedia. Words such as Web, user, may were removed manually.

Photo Tagging

• http://www.cnn.com/2010/TECH/social.media/10/25/glasto.tag.world.record/index.html?hpt=C2

• http://glastonbury.orange.co.uk/glastotag/

• http://www.facebook.com/photo.php?fbid=452346728475&set=a.452346678475.250852.659718475&ref=fbx_album

YouTube: Folksonomy & Viral Marketing• http://www.youtube.com/watch?v=UdKVjHg1FSE (My database tutorial)

• An example of a viral video by the band OK Go. http://www.youtube.com/watch?v=qybUFnY7Y

Evolution of Web 1.0 to 2.0

Developer

Employee

Customer

Everyone

Create/ Publish

Distribute/Share

Participate/Connect

Collaborate

HTML: Contents (Static Sites)

Web API/ Web services

Web Apps.: Dynamic Web Site

XML: Microformat

YouTube

Podcast

Flickr

Wikipedia

MySpaceFacebook

RSSTagging

Media Contributor Purpose Content/App.

Building Blocks for Web 2.X

Social Layer

Business Layer

User interface Layer

Information Layer

Technology Layer

Web services

BPEL & BPMS

Widget

Technical SOA

Enterprise agility

Rich Internet Applications

AdSense

MySpace

MashUpRSS

Zillow

FaceBook

SOEBusiness Process Layer

BlogTwitterWikipedia

Web 2.0 - 31 Minder.Chen@csuci.eduhttp://www.rossdawsonblog.com/Web2_Framework.pdf

http://rossdawsonblog.com/weblog/archives/2007/05/launching_the_w.html

Web 2.0 - 33 Minder.Chen@csuci.eduhttp://hinchcliffe.org/img/web2architectureofparticipation.png

Web 2.0 - 35 Minder.Chen@csuci.eduSource: http://blogs.zdnet.com/Hinchcliffe/?p=71

Conversation Prism

• dsdfsd

Reach and Richness

• The concept of the reach and richness originated from reach and range of the infrastructure services, first proposed by Peter Keen.

• Weill & Broadbent defined “reach” as the capability of connecting to anyone, anywhere, while “range” refers to business activities which can be accomplished and shared automatically and seamlessly across every level of the reach.

• Extended into the digitized market network Evans & Wurster, define “reach” as the number of people connected and “richness” as quality of information processed.

Richness (Depth) and Reach (Broad)

Source: Strategy and the New Economics of Informationby Philip B. Evans and Thomas S. Wurster, HBR, September 1997.

Collaboration Rules

Source: Philip Evans, Bob Wolf, “Collaboration Rules,” Harvard Business Review, Jul 01, 2005

The man, or rather machine of the year is the computer in the Time magazine in 1982!

Dec. 25, 2006

http://www.time.com/time/magazine/article/0,9171,1569514,00.html http://www.time.com/time/covers/0,16641,20061225,00.html

Dec. 25, 2006

http://www.time.com/time/magazine/article/0,9171,1569514,00.html http://www.time.com/time/covers/0,16641,20061225,00.html

Web 2.0 - 1 Minder.Chen@csuci.edu Web 2.0 Definition?! Cloud computingThe Internet of Things...

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