Web 2.0

Web 2.0Maria Schreyer MS13F02

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Nikhil Kushwaha MS13A038

Prajwala Lingamaneni MS13A030

Prashant Tripathi MS13A042

Srijeet Banerjee MS13A063

Web 1.0 – the Read Only Web

Origins of the Web Invented by Tim Berners-Lee in 1989 First Web Browser – October 1990 First Web Server – November 1990 (nxoc01.cern.ch )

Tim Berners Lee’s Vision:“The dream behind the Web is of a common information space in which we communicate by sharing information. “

What we got: Brochureware!

General attributes: Fairly static information Updated infrequently Typified as ‘Brochureware’

Elements of web page: Images, navigation icons, text, menu

Writing style: Impersonal, professional, descriptive, statements of fact

Linking structure: Minimal, unchanging, little interaction between sites

Department of Management Studies, IIT Madras

The Burst of Dotcom Bubble Why Web 1.0 failed?

Misunderstood the Web’s dynamics Relied on old software business models Locked in users with APIs Software sold as an application not a service Sold to the Head, not to the Tail

Failed to harness the Wisdom of CrowdFocused purely on size of index; Relevance was ignored; By 1997, only 1 of the top 4 search engines could find itself! Web Search seen as hopeless

Ignored their key asset It’s Data, not the software

Ignored the power of network effects The more people use a networked service, the more useful it becomes

Saw the Web as publishing, not participation Read-Write Web, not Read-only Web

Survivors: Google, Amazon, EBay What they did correctly then, is today known as Web 2.0 Tapped in to the Web’s dynamics (Long Tail, Social Data & the Wisdom of the Crowd)

Department of Management Studies, IIT Madras

Web 2.0

"Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform:

delivering software as a continually-updated service that gets better the more people use it

consuming and remixing data from multiple sources, 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.“

Web 2.0’s Long Tail Examples Search Keywords

20-25% of Google’s queries have never been seen before Google AdSense

Extend advertising to publishers way down the long tail of websites Amazon

Average Barnes & Noble carries 130,000 titles. More than half of Amazon's book sales come from outside its top130,000 titles. iTunes

Every track of its 2 million tunes has sold at least once Netflix

95% of its 55,000 DVDs rented only once a quarterDepartment of Management Studies, IIT Madras

Social Side of Web 2.0Let your users create your data

Amazon’s reviewsDel.icio.us’s bookmarksFlickr’s photosYahoo, Google’s indexed web pagesTechnorati’s blogsFriendsReunited’s friendsWikipedia’s information

Harnessing the Wisdom of Crowd Decisions by the many better than decisions by one

Examples: Trends (Twitter) Recommendations (Amazon) Tagging (Del.icio.us, connotea.com) Voting systems (Digg.com, Reddit.com) Blogging (Collective attention of the blogosphere selects for value) Search Engines (Google’s PageRank)

Department of Management Studies, IIT Madras

Department of Management Studies, IIT Madras

Department of Management Studies, IIT Madras

Web 2.0 Enabling Technologies

Tools Web Service APIs SOAP JavaScript AJAX (Asynchronous JavaScript and XML) Greasemonkey, Konfabulator scripts, Google Gadgets RSS

Mashups“A mashup is a website or web application that seamlessly combines content from more than one source into an integrated experience.”

Mashup data from the following: Amazon Web Services

Products list, market data Google, Microsoft

Maps, search, Earth, Messaging Yahoo

Images (flickr), music, search, shopping, maps, jobs, traffic, travel, weather, bookmarks (del.icio.us)

eBayProducts, market data

Technologies & PlatformsWordpressBloggerFacebook

Department of Management Studies, IIT Madras

Department of Management Studies, IIT Madras

Department of Management Studies, IIT Madras