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Company Confidential
RSS: The Publish/Subscribe Model
WebContent2007 Salim Ismail
Keynote PresentationJune 2007
Copyright 2007Slide 2
Overview
Publish/Subscribe (Internet 3.0)-Definition - examples
- technology underpinning
Consumer Enterprise
Event-DrivenWeb 2.0 = Internet 3.0
Business Models
Copyright 2007Slide 3
Publishing…
The voluntary dissemination of data to anyone who wants it
Consumer Enterprise
Blogs
Intranets
RSS and ATOMFeeds
ERP Reporting Systems
Wikis
CMS
UGC
XMLPublishingSystems
Copyright 2007Slide 4
Tag Cloud
Copyright 2007Slide 5
Web 2.0 – led by Blogs
• Blogs exploding in use– With the rise of the web in the 90s, we had millions of readers, but
relatively few publishers (e.g. CNN, CNet)– Now, due to the ease of publishing with blogs, we now also have
millions of publishers• 1m in 01/04, 10m in 01/05 and over 100m today
• A Syndication ecosystem has evolved– Ping servers, ping aggregators and blogging platforms all
collaborate to disseminate RSS and Atom updates
• Blogs now being ‘overtaken’– Bloggers: stratifying into self-publishing journalists– MySpace, FaceBook, Bebo et al covering the rest
Copyright 2007Slide 6
A few companies betting on it…
Copyright 2007Slide 7
Overview
Publish/Subscribe (Internet 3.0)-Definition - examples
- technology underpinning
Consumer Enterprise
Business Models
What is theTechnological Framework??
Copyright 2007Slide 8
Web 2.0 = Internet 3.0™
We are increasingly watching…
80s Email
90s Web Browser
00s RSS Aggregator
Messaging
RequestResponse
PublishSubscribe
What’s youremail address?
Sending
What’s yourWebsite?
Searching
What’s yourFeed?
Watching
Information Exchange Patterns Evolution of the Internet
Copyright 2007Slide 9
Watching vs. Searching
“I don’t read blogs—I read. Blogs are more searchable. Technorati and PubSubare more useful to me than Google.”
Syndication facilitates ‘watching’
Watching is different from Searching
Jonathan Schwartz, CEO, SUN
Copyright 2007Slide 10
Example - Search
RelevantImmediateMaterial
Tell me whenever X happens
Prospective vs. Retrospective
WatchingListening C
over
age
Age
Archives
RetrospectiveSearch
(Google/Yahoo)
ProspectiveSearch
Copyright 2007Slide 11
Now that we understand Publish/Subscribe
Syndication (Internet 3.0)-Definition - examples
- technology underpinning
Consumer Enterprise
Business Models
Copyright 2007Slide 12
Blogs geared for text/HTML
• RSS is used as a wrapper for text and a syndication mechanism – Atom is another, more evolved syndication spec
A typical blogpost today contains anopinion or specificInformation(in text)
Copyright 2007Slide 13
Implications of Syndication
BeforeUser fills form site stores data users search site
Copyright 2007Slide 14
Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process
Web 2.0Web 1.0
Implications of Syndication
AfterUser fills form (publish) data is syndicated users get updates
Copyright 2007Slide 15
Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process
Web 2.0Web 1.0
Aggregators
Blogs
RSS ReadersRSS Feeds
Closed Syndication or Branding
Browsers
Web PagesSearch Engines
Walled Garden
DBs
Internet Information Flows
Open Syndicationor Branding
Pings
Copyright 2007Slide 16
Business Models – Internet 3.0
Publish(syndicate)
BlogsPhotosVideo
CGM
Subscribe
RSS readersCell phones
Web
Clients
Aggregate
Search EnginesSocial NetworksVertical Search
Tagging
Aggregators
Copyright 2007Slide 17
Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process
Web 2.0Web 1.0
Blogs
AggregatorsRSS Feeds
Browsers
Web PagesSearch Engines
Walled Gardens
Newsgator
Bloglines
NetVibes
Firefox / Flock
SixApart
Edgeio
Blogger
WordPress
eBayMonster
AutoTrader
TechCrunch
CraigsList
InternetExplorer
Y!360
Internet Information Flows
Closed Syndication or Branding
Yahoo!Google
AOLMicrosoft
Pings
Open Syndicationor BrandingTechnorati
IceRocket
Weblogs.com
Ping-O-Matic
Copyright 2007Slide 18
Business Models
Users/Advertising
Subscriptions
Data Mining
Copyright 2007Slide 19
Overview
Syndication (Internet 3.0)-Definition - examples
- technology underpinning
Consumer Enterprise
Business Models
Copyright 2007Slide 20
In Enterprises….
• Blogs currently being used in two ways:
– Knowledge Management inside the firewall
– Marketing/PR/CRM outside the enterprise
Blogs are text-based
Copyright 2007Slide 21
Syndication in Enterprises
• Primary examples are:– Documentation – Reporting
• True syndication currently limited to departments – Data in silos– E.g. technical writing, finance
Syndication is an organizational issue
Copyright 2007Slide 22
Internet 3.0 for Enterprises
Most business systems today are ‘data’ oriented• Databases• Data warehouses• Knowledge Management
BUT, businesses don’t run on data….
Businesses run on ‘events’• New customer• Price change• Delivery notice• Spec change
Copyright 2007Slide 23
Implications for Businesses….
• Within the enterprise– Syndication of information ‘events’ as a paradigm will
take hold• Sales lead management• Internal announcements
• ‘Outside’ the enterprise– Low cost XML distribution (again, syndication)– Publish/syndicate information
• Price changes• Supply chain• Product announcements
Copyright 2007Slide 24
Enterprise Bus Models – Internet 3.0
Publish(syndicate)
BusinessEvents
Subscribe
Exception handling
Aggregate
AnalysisRouting
Copyright 2007Slide 25
Web 2.0 = Internet 3.0
Consumer• Open up the Hidden Web• Low cost to starting new business• VC models are threatened
Enterprises• Business systems become event-driven rather
than data-driven• Cost of deployment will drop dramatically• Implications for internal business structures
Copyright 2007Slide 26
Conclusion
Web 2.0 = Internet 3.0
• Structured Data (XML) Syndication is starting to take hold
• Event-based (Publish/Subscribe)
• Participatory UX = consumer to consumer
Copyright 2007Slide 27
Internet 3.0 – The Nervous System
The internet is evolving into a complex organism
Search is the memory
Syndication provides the basis for the nervous system