Web 2.0 - 1 ©Minder Chen, 2014 Web 2.0 and Beyond Minder Chen, Ph.D. Martin V. Smith School of...

Web 2.0 - 1 ©Minder Chen, 2014

Web 2.0 and Beyond

Minder Chen, Ph.D.Martin V. Smith School of Business and Economics

CSU Channel [email protected]


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

(CPM)


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


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.

Web 2.0 - 11 ©Minder Chen, 2014 http://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)

– 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.


Crowdsourcing

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

For RentShare economy(link, examples)

Open Source Software

Crowd funding: Kickstarter

Wisdom of the Crowd: GoldCorp, PickFactor.com


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/


Evolution of Web 1.0 to 2.0

Text

Photo

Sound

Video

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

Blo

g

Wikipedia

MySpaceFacebook

RSSTagging

Blo

g

Media Contributor Purpose Content/App.


• Backup Slides



Building Blocks for Web 2.X

Social Layer

Business Layer

User interface Layer

Information Layer

Technology Layer

Web services

BPEL & BPMS

Widget

Technical SOA

SaaS

Enterprise agility

Rich Internet Applications

Wiki

AJAX

XML

AdSense

MySpace

MashUpRSS

Zillow

FaceBook

SOEBusiness Process Layer

BlogTwitterWikipedia


Web 2.0 - 25 ©Minder Chen, 2014 http://www.rossdawsonblog.com/Web2_Framework.pdf


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

Web 2.0 - 27 ©Minder Chen, 2014 http://hinchcliffe.org/img/web2architectureofparticipation.png


Web 2.0 - 29 ©Minder Chen, 2014 Source: 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

We!




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)

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