Transcript al-soc-web-lecture-1..

FROM SOFTWARE
TO SERVICES
FROM SOFTWARE
TO SERVICES...
FROM COMPUTING
TO COMMUNITIES?
1. COMPUTER TIME SHARING
2. DESKTOP COMPUTING
3. THE INTERNET
4. SOFTWARE AS A SERVICE/WEB 2.0
BIG IRON
MAINFRAME
1950s 1960s 1970s
mainframes and minicomputers
expensive, limited access
UNIVAC 1232
TIME SHARING
“number crunching”
financial institutions
insurance companies
military/defense
TIME SHARING
solution:
one computer, many terminals
TIME SHARING
In time-sharing, many terminals are
connected to a single mainframe.
Much of the computer's time is spent idle,
waiting for input from the user
The mainframe accepts
commands from different terminals
during idle moments.
DESKTOP COMPUTING
DESKTOP COMPUTING
your own computer

DESKTOP COMPUTING
standalone software packages
Word processing

Desktop publishing

Spreadsheets

DESKTOP COMPUTING
does not require internet access
does not take advantage of network effects

user is responsible for installing patches/upgrades

MSOffice, Quickbooks, etc.

THE INTERNET
THE INTERNET
DARPA (Defense Advanced Research Projects
Agency)
ARPANET origins
 Interconnected computers for sharing research
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1970s

packet-switching
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TCP/IP
THE INTERNET
commercial use – 1988
 World Wide Web – early 1990s
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
WWW - http, pages, hyperlinked documents,
domain names
THE INTERNET
Mosaic browser (displayed images inline with text,
easier to use) - 1993

THE INTERNET
1990s - increasing popularity and reliance on
Internet
 computer as communications tool

THE INTERNET
search engines, email, chat
 web applications (databases, maps, simple games)
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web transactions (e-commerce)

the dot-com mania (and the dot-com crash)
THE INTERNET
personal websites
 up-front investment in the creation of content

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expert-indexed information

“The Read-Only Web”
FROM “WEB 1.0”
TO “WEB 2.0”
personal websites
 blogs


up-front investment in the creation of content

user-created content

expert-indexed information

user-organized information/folksonomies

“The Read-Write Web”
WEB 2.0
(term coined by O'Reilly – not necessarily the best term to
describe the paradigm)
READ/WRITE WEB
SOCIAL WEB MEDIA
SOFTWARE AS A SERVICE
AND WEB 2.0
SOFTWARE AS A SERVICE
AND WEB 2.0
SaaS generally refers to business applications
Web 2.0 for consumer/entertainment software

gaining steam 1999/2000 and on

current paradigm

SOFTWARE AS A SERVICE
“web native” (require only the browser software)
 upgrades and patches are made centrally - no need

for customer to be involved

web analytics, email, accounting software, etc.
SOFTWARE AS A SERVICE
Data is secure on a managed server
 You don't need to own or manage the server


Pay a monthly fee instead of buying the software

Quick implementation
SOFTWARE AS A SERVICE
Takes control out of your hands
 How customizable is it?

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Accessed via Internet – security or loss of
connection become issues
SOFTWARE AS A SERVICE
“Trade secrets, customer lists, and competitive
intelligence must be carefully guarded. Violations of
regulations and privacy laws are always a concern
when data is in the hands of others. Whoever
controls the data will be responsible for it and will be
held accountable for any data that might be evidence
in court cases.”
Phil Hippensteel, “Rolling Review: Web 2.0 Tools Demand A Cautious Approach”
http://www.networkcomputing.com/showArticle.jhtml?articleID=210101739
WEB 2.0
“Web 2.0 is the business revolution in the computer
industry caused by the move to the Internet as a
platform, and an attempt to understand the rules for
success on that new platform.” - Tim O'Reilly
WEB 2.0
not a totally new technical specification
 a change in how developers make things and how

users interact with the web
WEB 2.0
“Web 2.0 is the business revolution in the computer
industry caused by the move to the Internet as a
platform, and an attempt to understand the rules for
success on that new platform.” - Tim O'Reilly
WEB 2.0
Tim O'Reilly's examples
Level 3
Level 2

Level 1

Level 0

Source for this section Web 2.0 Wiipedia article
WEB 2.0
* Level-3 applications, the most "Web 2.0"oriented, exist only on the Internet, deriving their
effectiveness from the inter-human connections and
from the network effects that Web 2.0 makes
possible, and growing in effectiveness in proportion
as people make more use of them. O'Reilly gave
eBay, Craigslist, Wikipedia, del.icio.us, Skype,
dodgeball and AdSense as examples.
WEB 2.0
* Level-2 applications can operate offline but gain
advantages from going online. O'Reilly cited Flickr,
which benefits from its shared photo-database and
from its community-generated tag database.
WEB 2.0
* Level-1 applications operate offline but gain
features online. O'Reilly pointed to Writely (now
Google Docs & Spreadsheets) and iTunes (because
of its music-store portion).
WEB 2.0
* Level-0 applications work as well offline as
online. O'Reilly gave the examples of MapQuest,
Yahoo! Local, and Google Maps (mappingapplications using contributions from users to
advantage could rank as "level 2", like Google Earth).
Non-web applications like email, instant-messaging
clients, and the telephone fall outside the above
hierarchy.
WEB 2.0
Network Effect
The network becomes more valuable/more useful as
more people use it...
WEB 2.0
Network Effect
The network becomes more valuable/more useful as
more people use it...
examples:
telephone system
social networking sites
wikipedia
WEB 2.0
Negative effects of
increased use of a network:

congestion

need for improvements to infrastructure

vendor lock-in (ex: qwerty keyboard, costs of
leaving a social networking site)

network provider complacency
WEB 2.0
USER-GENERATED CONTENT
 video uploads

blog entries

status messages

photos

lists
WEB 2.0
USER-GENERATED CONTENT
 comments

rankings
WEB 2.0
USER-GENERATED CONTENT
also...
 what you click on

who you “friend”

what you purchase
WEB 2.0
OTHER INFORMATION YOU GENERATE WHEN
USING A SITE:
 what you don't click on

who you don't “friend”

when and how often you visit the site

usage patterns across multiple sites
WEB 2.0
WEB 2.0
"[the] move from personal websites to blogs
and blog site aggregation, from publishing to
participation, from web content as the
outcome of large up-front investment to an
ongoing and interactive process, and from
content management systems to links based
on tagging (folksonomy)"
Terry Flew, 3rd Edition of New Media
WEB 2.0
entertainment 2.0
government 2.0
education 2.0
shopping 2.0
church 2.0
dating 2.0
civics 2.0
travel 2.0
family 2.0
memory 2.0
key terms and concepts

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network effects
network effect
“The Read-Write Web”
“The Read-Only Web”
time sharing
Software as a Service
Web 2.0
Folksonomies
SOURCES
Wikipedia – SaaS
Wikipedia – Web 2.0
Where Wizards Stay Up Late – Hafner & Lyon
Wikipedia – Network Effect
“Beware the Hype for Software as a Service”
http://www.businessweek.com/technology/content/jul2008/tc20080723_506811.htm
“Rolling Review: Web 2.0 Tools Demand A Cautious
Approach” - Phil Hippensteel
http://www.networkcomputing.com/showArticle.jhtml?articleID=210101739