Widget Ecosystem and Widget Economy
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Widget Ecosystem and Economy
March 28, 2008
Jo, SanKu
조산구
차세대 개발 TFT @ KT
Contents
I. Background
II. What is Widget?
III. Widget Usage
IV. Widget & Personalization
V. Open Ecosystem & Widget
Economy
VI. Summary
Widget
New Story of Web
Wild Widgety World
Webpage vs. Widget
Distributed Web
Dynamic Web
Open Ecosystem
Widget Economy
Background
One Way
Limited Contents: Short Head
Centralized
Closed
Provider Centric
Two Ways
Unlimited Contents: + Longtail
Distributed
Open
User Centric
Decentralization & Atomization
Media: Mass Media -> Me Media , We Media
Content: Web Site -> Page -> Micro Content
Convergence and Divergence
Portable Web
Distributed Web
Remixed Web
Programmable Web
Dion Hinchcliffe
Widget
CreatorSynthesizerMash-upperEditorAggregatorDistributorConsumer
Me As MEdia
Google Technorati
Blog
Dion Hinchcliffe
Widget
Publishing2.0
Do-It-Yourself
Engagement
Personalized Web
Service Finds You
HTTP RSS
People to Services Services to You
Widget
Seamless Experience on Multi Devices
Widget
Services Multi Devices
Widgets
Badges
Gadgets
Widgets Highly interactive micro-applications
Widgets as a new way to reach a dispersed
audience on millions of other sites across the
Web: widgetized web
Offer users a rich media experience and a high
level of engagement
Simple and ease of consumption and distribution
Easy sharing makes for viral distribution
Interoperability on more devices and Seamless
User Experience
Business models: driving site traffic, content
consumption, advertising
Slide.com now reaches an audience of more than
134 M through its widgets
Widget Types
Desktop
Web
Personal Web Widgets
Public Widgets
Mobile
Physical Widget Station
Desktop Widgets
Mac Dashboard Widgets
MS Vista Sidebar Gadgets
Linux Widgets
Google Desktop Gadgets
Yahoo! Widgets
Nokia WidSets
300 Mobile Phone Models
4,500 Widgets
Webwag.com, Zenzui
Mobile Widgets
“…in the U.S. marketing spending on mobile widgets will reach [US]$500 million by 2010, up from about $2 million [in March 2007]” [BusinessWeek]
Widgets are a Natural Fit for Mobile Devices
Use less bandwidth than typical browsing
Browsing not easy; usually need some select
service fast; touch screen
Always running/instant on
Emerging Standards/Technologies: Mobile
Flash and Flash Lite, Java ME and JavaFX
Mobile, Mojax
PDA platforms (Palm, Windows Mobile)
Fring, ZenZui, BluePulse, Mobio, Widset, Mob
ile Distellery/Celsius, Opera, iPhone
Widget Station
WidgetStation
Widget Station
Personal Internet Player
Open Source Hardware
Design + Simple + Internet + Widget + Toy + Private
sports buddy friend connection
a better wake-up music station (powers + streams)
+ photo sharing, video mash-ups, multimedia messaging, games, gossip, news …
SoIP lifestyle
Key Design Considerations
Scalability
Cost-Effectiveness
Reliability
Exploitation by others
Global reach
Security
Ease of Consumption
Leveraging Network Effects
End User Motivation
Dion Hinchcliffe
Widget Engine Architecture
Widget Usage
Widget Usage
Digital Content Distribution Made Easy
Advertising
Social Widget
Enterprise Widget
Personalized Web
Website or Personal Profile Enhancement
Self-Expression and Publishing 2.0
Site Functionality Enhancement
Mash-ups and Deep Integration
Revenue Generation
Current State of the Widget
Nearly every Web 2.0 company includes a user-
distributed widget in their viral-marketing strategy.
Large brands are beginning to build widgets for brand
expansion into social networks and personal pages.
Widget-only companies are being funded and launched
(slide, rockyou, etc).
Widgets have become so popular widget-aggregators
have begun to launch
Alok Bhardwaj, HiddenReflex
Widget Ranking
http://marksilva.wordpress.com/2007/09/25/widgets-vs-ad-networks-rankings/Based on comScore Widget Metrix June 2007
Total Unique
Visitors (000)% Reach
Total Internet : Total Audience 178,839 100.0
Top 100 Properties N/A N/A
1 [P] Yahoo! Sites 133,093 74.4
2 [P] Google Sites 123,601 69.1
3 [P] Time Warner Network 123,379 69.0
4 [P] Microsoft Sites 116,824 65.3
All Widgets 87,098 48.7%
5 [P] Fox Interactive Media 83,598 46.7
6 [P] eBay 81,224 45.4
Slide.com 53,613 30.0%
7 [P] Amazon Sites 53,285 29.8%
8 [P] Ask Network 52,600 29.4
RockYou 50,453 28%
9 [P] Wikipedia Sites 47,031 26.3
10 [P] Apple Inc. 44,114 24.7
11 [P] New York Times Digital 42,718 23.9
12 [P] Viacom Digital 42,212 23.6
13 [P] Weather Channel, The 39,865 22.3
14 [P] Adobe Sites 36,441 20.4
15 [P] CNET Networks 31,023 17.3
16 [P] Gorilla Nation 30,721 17.2
17 [P] AT&T, Inc. 29,992 16.8
18 [P] Target Corporation 28,323 15.8
19 [P] Expedia Inc 28,238 15.8
20 [P] FACEBOOK.COM 27,965 15.6
Items 1 to 100Total Unique
Visitors (000)% Reach
Total Internet : Total Audience 778,310 100.0
Top 100 Properties N/A N/A
1 [P] Google Sites 544,783 70.0
2 [P] Microsoft Sites 529,156 68.0
3 [P] Yahoo! Sites 471,924 60.6
4 [P] Time Warner Network 266,368 34.2
5 [P] eBay 264,732 34.0
All Widgets 239,327 0.31
6 [P] Wikipedia Sites 208,120 26.7
7 [P] Fox Interactive Media 163,546 21.0
8 [P] Amazon Sites 145,947 18.8
Slide 134,046 0.17
9 [P] Apple Inc. 123,554 15.9
10 [P] Adobe Sites 121,966 15.7
11 [P] CNET Networks 116,579 15.0
12 [P] Ask Network 115,655 14.9
RockYou 101,028 0.13
13 [P] Viacom Digital 88,655 11.4
14 [P] Lycos Sites 77,518 10.0
15 [P] The Mozilla Organization 70,851 9.1
16 [P] Gorilla Nation 67,789 8.7
17 [P] New York Times Digital 66,230 8.5
18 [P] Terra Networks 63,021 8.1
19 [P] TENCENT Inc. 61,970 8.0
20 [P] France Telecom 60,847 7.8
Items 1 to 100
World Wide USA June 2007
Showcase Random House
books everywhere online
Market the Random
House brand
Let users preview books
Let users buy books
Spread the widget virally
The Random House Book Widget
The YouTube Widget (Badge)
Highly viral with excellent end
user motivation
Uses the Web as a content
“billboard”
Consistently drives user
growth, video views, and traffic
back to the site
Didn’t take the user’s
intelligence for granted
video
Dion Hinchcliffe
The Google AdSense: Text to Image/Video
Probably the most successful widget in history
Drives an enormous amount of revenue for Google
Turns the entire Web into Google’s ad platform (The
Long Tail of content/advertising)
Key aspects
Good user incentive
Extreme ease of use
Strong viral feedback loop
Widget Ads
Social Widget
Widget Users Are Social Network Users
Enterprise Widget (SAP)
“2007: year of the Widget?”
[Newsweek]
Popular Widget Category
48.7%
37.9%
35.9%
24.6%
17.3%
15.3%
8.8%
All Widgets
Slideshows/Photos
All Other
Music
Toys
Visitor Maps/Events
Video
Source: comScore Widget Metrix, June 2007
Services
Contents
Business
Value & Attention
Widget & PersonalizationYouNiverse
Participate, Linked, and Empowered
Your Attention Only
At Your Home
Tariq Krim, CEO
Our digital life is
growing out of control
Focus your attention
on what you care
268%
Age of Personalization
Personalization Market Share
Open Web Ecosystem
Widget Economy
Users
AdvertisersPublishers
Ecosystem
Widget Enabling New Open Web EcosystemBrining More Values with Network Effect
Open WebPhilosophy, Policy, & Technology
Money
Driving visitors to your site with
network effects (Brand-
Extension/More Conversions)
Advertisement Widgets
Advertising-Supported Widgets
Selling Widgets (Premium Contents
and Products)
Widget Gallery, Search, Distribution
Widget Platform
Widget Ad Network
Widget
Creators
(Platform)
Content &
Application
Providers
UsersWidget Gallery
Advertisers
PC/Platform
(Vista, Linux,
Browder, Android)
Web
(Blog, Personal Web)
Mobile
Widget
Station
Developers
Power Users
Widget Ecosystem and Widget Economy
DistributersWeb, Desktop, Mobile, Station
Widget Creators(Platform Providers with Widget Gallery)
define, design, develop, deploy
Widget Gallery
Widget
Creators
Content &
Application
Providers
Users
Netvibes Widget EcosystemBased on UWA(Universal Widget Architecture
Widget Gallery
Advertisers
UWA UWA
Environment
(Terminals, Containers)
Netvibes Widget Ecosystem
Based on UWA
Widget
Creators
Content &
Application
Providers
Users
Chumby Widget Economy
Widget Gallery
Advertisers
building and delivering your personal internet
Google’s Strategy for Widget with Open SocialOpen Social is a common APIs for
building Social Application across many websites
Social Apps are normally
created in the same way
that Google Gadgets are
Google’s Plan for
“Widget Standardization”
Easy development
Widget
Creators
Content &
Application
ProvidersUsers
PC/Platform(Vista, Linux,
Browder, Android)
Web(Blog, Personal Web)
SoIP
Wibro
IPTV
Mobile
Widget
Station
iPod/iPhone
Widget Ecosystem
Advertisers
Widget Gallery
Environment
(Terminals, Containers)
Platform Providers
Developers
Power Users
Content and Application Providers
Communication, Personalization ,
Syndication ,Visualization
Distributers
Channels, Walled Gardens, Consumers
Terminals/Devices
Desktop, pda, mobile, web-enabled
Web2.0 vs. Web0.2
What is Next?
When?
Widget? New Web
X X ?
Widget as Open Ecosystem Enabler
To Bring the Vitality of Innovation to Korea
Market Size
+70%
…
+30%
……
… …
1. CP Web Site Access
2. Sticky Syndication of All Contents, Centralized
Access & Read
Access & Read/Write
3. Light Syndication of Micro Contents, Distributed
Feed & Read/Write
PersonalizationWidget
Early Internet : Web site, HTTP, Contents Providers
Web1.0 Service Providers: Web page, HTTP, Portal
Web2.0 People Cetric: Micro Contents, RSS, Widget, Personalization
http
http
RSS
1
2
3
Widget Economy Changing Value Chain
Summary
The Future of Widget
Easy User-Generated Widgets (UCW)
Evolution to High Performance RIDAs (Rich
Internet/Desktop Applications)
Cross-OS, Cross-Site, Web+Desktop Widgets
More Devices Supporting Widgets (Mobile, IPTV, PMP)
More Widget Stations
Widget Ad Networks
Real Money
Market Consolidation
Challenges: Mixed Design, Scalability, Uncertainty, Revenue
Models, Time to Market
Opportunity or Risk
Naturally Web2.0
Distributed and Programmable Web
Personalization
Interactive and High Engagement
Viral Marketing through Millions of Other Pages
New Open Ecosystem Changing Value Chain
Widget Economy with New Revenue Models
Interoperability and Seamless Experience on Multi
Devices
New Web
Together
JoSanKu@KT.Com
KT IS
PEOPLE
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