Transcript Web 2.0
Web 2.0 Definition?! Web 2.0 is the network as platform (Cloud computing), 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 continuallyupdated service (perpetual beta) that gets better the more people use it (network effects), consuming and remixing data from multiple sources (mashup), 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 [email protected] Web 2.0 - 1 Moving from Web 1.0 to Web 2.0 Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html [email protected] Web 2.0 - 2 http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html [email protected] Web 2.0 - 3 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. [email protected] Web 2.0 - 4 Richness (Depth) and Reach (Broad) Source: Strategy and the New Economics of Information by Philip B. Evans and Thomas S. Wurster, HBR, September 1997. [email protected] Web 2.0 - 5 Collaboration Rules • Why people are willing to contribute for free? Source: Philip Evans, Bob Wolf, “Collaboration Rules,” Harvard Business Review, Jul 01, 2005 [email protected] Web 2.0 - 6 Principles • Harnessing Collective Intelligence – Data is the next Intel inside. (NavTeq Onboard – Map data used by MapQuest) – Blogging and the wisdom of crowds. • Services, not packaged software, with costeffective scalability. • 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 selfservice. [email protected] Web 2.0 - 7 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. [email protected] Web 2.0 - 8 Perpetual Beta Advantages and challenges of Web-based applications: • Web vs. client/server applications • Deployment – Single site • User training – No chance [email protected] Web 2.0 - 9 BitTorrent • • Peer-to-peer IP/copyright issues http://vimeo.com/15228767 [email protected] Web 2.0 - 10 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 [email protected] Web 2.0 - 11 Enterprise Mashup A 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. remixing data from multiple sources [email protected] Web 2.0 - 12 Long Tail http://en.wikipedia.org/wiki/Long_Tail [email protected] Web 2.0 - 13 Product Variety Comparison for Internet and Brick-and-Mortar Channels The unlimited “shelf space” of the Internet. Free:The Future of a Radical Price, Chris Anderson Product Category Large Online Retailer Typical Large Brick-and-Mortar Store Books CDs DVDs 3,000,000 250,000 18,000 40,000 – 100,000 5,000 – 15,000 500 – 3,000 Digital Cameras 213 36 Portable MP3 players 128 16 Flatbed Scanners 171 13 http://www.heinz.cmu.edu/~mds/smr.pdf [email protected] Web 2.0 - 14 Changing “Demand Curve” • The total volume of low popularity items exceeds the volume of high popularity items. • Why? Search Cost, Carrying Cost, Niche [email protected] Web 2.0 - 15 Shifting Demand down the Long Tail • Netflix data shows shifting demand down the Long Tail [email protected] Web 2.0 - 16 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. [email protected] Web 2.0 - 17 Evolution of Web 1.0 to 2.0 Media Contributor Video Purpose Everyone Wikipedia YouTube Sound Collaborate Customer Podcast Participate/ Connect RSS Tagging Photo Employee Distribute/ Share Developer Create/ Publish Flickr Text [email protected] Content/App. Web API/ Web services XML: Microformat Web Apps.: Dynamic Web Site HTML: Contents (Static Sites) Web 2.0 - 18 Building Blocks for Web 2.X Social Layer MySpace FaceBook Twitter Wikipedia Blog Rich Internet Applications AdSense User interface Layer AJAX Zillow Widget Enterprise agility SOE Business Process Layer SaaS RSS Information Layer MashUp Wiki Technology Layer [email protected] Business Layer Web services XML BPEL & BPMS Technical SOA Web 2.0 - 19 [email protected] Web 2.0 - 20 [email protected] http://www.rossdawsonblog.com/Web2_Framework.pdf Web 2.0 - 21 [email protected] http://hinchcliffe.org/img/web2architectureofparticipation.png Web 2.0 - 22 Source: http://blogs.zdnet.com/Hinchcliffe/?p=71 [email protected] Web 2.0 - 23