Dr. Kanda Runapongsa (krunapon@kku.ac.th) Department of ...krunapon/courses/comtech/web2.0.pdf · 36 Changes in the Business Model (2/2) Users must be treated as co- developers In
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Web 2.0
Dr. Kanda Runapongsa(krunapon@kku.ac.th)
Department of Computer EngineeringKhon Kaen University
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AgendaWhat is Web 2.0?Key Principles
The Web as PlatformHarnessing Collective IntelligenceData is the Next Intel InsideEnd of Software Release CycleLightweight Programming ModelsSoftware Above the Level of a Single DeviceRich User Experiences
References
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The History of the Term Web 2.0
Web 2.0 was originally coined by O’Reily’s Dale Dougherty
It was to describe the forces behind the huge success of Internet companies and applications
Companies: Google, eBay, Amazon, iTunes
Applications: Wikipedia, BitTorrent
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What is Web 2.0? (1/2)Web 2.0 is the network as platformThe term “Web 2.0” refers to
The second phase of development of the World Wide Web, including its architecture and its applications
A social phenomenon referring to an approach to creating and distributing Web content itself
Open communicationDecentralization of authorityFreedom to share and re-use
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What is Web 2.0? (2/2)Web 2.0 describes Web experiences that fundamentally engage users by
Allow them to participate in sharing information and enriching data freelyReadily offering their core functionality as open services to be composited or “mashed up” into new services and sitesPlacing the Web at the center of the software experience both in terms of data location as well as where the software is
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The Best of Web 2.0 Software 2005
Category: Social BookmarkingBest Offering: del.icio.us
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The Best of Web 2.0 Software 2005
Category: Web 2.0 Start Pages
Best Offering: netvibes.com
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The Best of Web 2.0 Software 2005
Category: Online To Do ListsBest Offering: Voo2do
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The Best of Web 2.0 Software 2005
Category: Image Storage and Sharing
Best Offering: Flickr.com
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Web 2.0 Architecture
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Web 2.0 CharacteristicsTim O’Reilly provides seven classic characteristics of Web 2.0 software
Web as platformHarnessing collective intelligenceData is the next Intel insideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single deviceRich user experience
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Web as Platform
Software and services are now the same thing
The Web has become a computing platform in its own right
The Web is where most software is moving for cost, convenience, agility, and increased overall value
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Web 2.0 Pages (1/2)
Flickr, del.icio.usTagging, not taxonomy
Gmail, Google Maps Rich User Experience
PageRankeBay reputation, Amazon reviews
User as contributor
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Web 2.0 Pages (2/2)
Google AdSenseCustomer self-service enabling the long tail
Blogs: ParticipationNot publishing
WikipediaRadical Trust
BitTorrentRadical Decentralization
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Netscape vs. Google (1/3)
If Netscape was the standard bearer for Web 1.0, Google is most certainly the standard barer for Web 2.0
Netscape The Web browser
A desktop application
Use their dominance in the browser market to establish a market for high-priced server products
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Netscape vs. Google (2/3)Google
A native web application
Never sold or packaged but delivered as a service
With customers paying, directly or indirectly, for the use of that service
No scheduled software releasesJust continuous improvement
No licensing or saleJust usage
No porting to different platforms
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Netscape vs. Google (3/3)
Netscape belonged to the same software as
Lotus, Microsoft, Oracle, SAP, and other companies that got their start in the 1980’s
Google belonged to the same software as
eBay, Amazon, Napster, Akamai, Yahoo
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Web 2.0 CharacteristicsTim O’Reilly provides seven classic characteristics of Web 2.0 software
Web as platformHarnessing collective intelligenceData is the next Intel insideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single deviceRich user experience
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Harnessing Collective Intelligence
The network effects of massive amounts of users make the collaborative Web a much more potent force than stand-alone software
Online collaborative entities such as Wikepedia are a network effect of the combined contributions of their users
Classic example of Web 2.0
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Examples1 of Collective Intelligence
Yahoo!, the first great internet success story
A catalog, or directory of links, an aggregation of the best work of thousands, then millions of web users
Google’s breakthrough in searchPageRank: a method of using the link structure of the web rather than just the characteristics of documents
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Examples2 of Collective IntelligenceeBay’s product is the collective activity of all its users
The critical mass of buyers and sellers
Amazon sells the same products as competitors such as Barnesandnoble.com
Amazon has user engagementUser reviews Use user activity to produce better search
results
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Examples3 of Collective Intelligence
Wikipedia: an online encyclopedia An entry can be added by any
web user
Del.icio.us and FlickrHave pioneered a concept that some people called “folksonomy” (in contrast to taxonomy)
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Examples4 of Collective IntelligenceBlogging and the Wisdom of Crowds
A blog is just a personal home page in diary format usually with RSSRSS allows someone to link not just to a page, but to subscribe to it
Skrenta calls this “the incremental web”. Other calls it the “live web”
What’s dynamic about he live web are not just the pages, but the linksA link to a weblog is expected to point to a perennially changing pages and notification for each change
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RSS
RSS was born in 1997 out of the confluence of Dave Winer’s “Really Simple Syndication” technology used to push out blog updates
Now RSS is push not just notices of new blog entries
But also all kinds of data updates, such as stock quotes, weather data, and photo availability
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RSS and Blognoshere
In many ways, the combination of RSS and permanent links adds many of the features of NNTP, the Network News Protocol of the Usernet, onto HTTP, the Web protocol
The "blogosphere" can be thought of as a new, peer-to-peer equivalent to Usenet and bulletin-boards
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RSS at Bangkokbiznews.com
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RSS File is Actually an XML File
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Display RSS Feed at Others’ Site
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Blogosphere Example
From RSS of anotherblog
From RSS of a blog
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Web 2.0 CharacteristicsTim O’Reilly provides seven classic characteristics of Web 2.0 software
Web as platformHarnessing collective intelligenceData is the next Intel insideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single deviceRich user experience
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Data is the Next Intel InsideThe core functionality of many modern information systems is not softwareIt’s the valuable data within the system that is actually more important
Google’s web crawlAmazon’s products and associated reviews
The data these sites posses are their real assets
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SQL is the new HTMLEvery significant internet application to data has been backed by a specialized database
Database management is a core competency of Web 2.0 companies
“infoware” rather than software
Traditional software embeds small amounts of information in a lot of software
Infoware embeds small amounts of software in a lot of information.
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Web 2.0 CharacteristicsTim O’Reilly provides seven classic characteristics of Web 2.0 software
Web as platformHarnessing collective intelligenceData is the next Intel insideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single deviceRich user experience
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End of the Software Release Cycle
When software is on the Web, upgrading becomes a different experience
Upgrades and improvements to service are instantly available and encouraged to be as nondisruptive as possible
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Changes in the Business Model (1/2)
Operations must become a core competency
The software will cease to perform unless it is maintained on a daily basisGoogle’s success at automating is a key part of their cost advantage over competitorsScripting languages such as Perl, Python, PHP, and now Ruby, play such a large role at web 2.0 companies
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Changes in the Business Model (2/2)
Users must be treated as co-developers
In a reflection of open source development practices
Release early and release oftenThe perpetual beta: New features slipstreamed in on a monthly, weekly or even daily basisGmail, Google Maps, Flickr: “Beta” logo
Real time monitoring of user behavior to see which new features are used and how they are used
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Web 2.0 CharacteristicsTim O’Reilly provides seven classic characteristics of Web 2.0 software
Web as platformHarnessing collective intelligenceData is the next Intel insideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single deviceRich user experience
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Lightweight Programming ModelsRSS has become perhaps the single most widely deployed web service because of its simplicityThe complex corporate web services stacks have yet to achieve wide deploymentCase Study: Amazon’s Web services
SOAP (for B2B connections)REST (95% of the usage)
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Think Syndication, not Coordination
Simple web services like RSS andREST-based web services, are about syndicating data outwards
Not controlling what happens when it gets to the other end of the connection
A reflection of what is known as the
end-to-end principle
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Design for “hackability” and remixability
Systems like the original web, RSS, and AJAX all have this in common
The barriers to re-use are extremely low
RSS was designed to empower the user to view the content he or she wants
The most successful web services are those that have been easiest to take in new directions unimagined by their creators
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Web 2.0 CharacteristicsTim O’Reilly provides seven classic characteristics of Web 2.0 software
Web as platformHarnessing collective intelligenceData is the next Intel insideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single deviceRich user experience
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Software Above the Level of a Single Device
Dave Stutz pointed of that “Useful software written above the level of the single device will command high margins for a long time to come”
Case Study: iTunes/iPodThe application seamlessly reaches from the handheld device to a massive back-end, with the PC acting as a local cache and control station
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Web 2.0 CharacteristicsTim O’Reilly provides seven classic characteristics of Web 2.0 software
Web as platformHarnessing collective intelligenceData is the next Intel insideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single deviceRich user experience
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Rich user ExperiencesThe Web has ceased to be about static Web pagesCase Study: Gmail, Google Mapswhich use AJAXThe AJAX browser application model is famously a Web 2.0 technique
Provide the full interactive experience of native applications to the userLeveraging XML Web services on the backend to provide access to data and services
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AJAX (Asynchronous Javascript And XML)
Jesse James Garrett wrote: “AJAX isn’t technology. It’s really several technologies. AJAX incorporates:
Standards-based representation using XHTML and CSSDynamic display and interaction using the DOM (Document Object Model)Data interchange and manipulation using XML and XSLTAsynchronous data retrieval using XMLHttpRequestAnd JavaScript binding everything together
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AJAX Example through Gmail
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Core Competencies of Web 2.0 Components
Services, not packages software, with cost-effective scalabilityControl over unique, hard-to-recreat data sources that get richer as more people use themTrusting users as co-developersHarnessing collective intelligenceLeveraging the long tail through customer self-serviceSoftware above the level of a single deviceLightweight user interfaces, development models, and business models
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ReferencesTim O’Reilly, “What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software”, http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
“Open Sources: Voices from the Open Source Revolution”http://www.oreilly.com/catalog/opensources/book/tim.html
http://del.icio.us/krunapon/web2.0
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