Introduction to Web 2.0

Introduction to Web 2.0

Reggie SantosUP ITDC

Outline

Brief History Differences Between Web 1.0 and Web 2.0 The Web as Platform Harnessing Collective Intelligence Blogging and the Wisdom of Crowds Data is the Next Intel Inside

Brief History Differences Between Web 1.0 and Web 2.0 The Web as Platform Harnessing Collective Intelligence Blogging and the Wisdom of Crowds Data is the Next Intel Inside

Outline

End of the Software Release Cycle Lightweight Programming Models Software Above the Level of a Single Device Rich User Experiences Core Competencies References

End of the Software Release Cycle Lightweight Programming Models Software Above the Level of a Single Device Rich User Experiences Core Competencies References

Brief History

"Web 2.0" Began with a conference brainstorming session

between O'Reilly and MediaLive International The companies that had survived the dot-com collapse

seemed to have some things in common

"Web 2.0" Began with a conference brainstorming session

between O'Reilly and MediaLive International The companies that had survived the dot-com collapse

seemed to have some things in common

Brief History – dot-com Collapse

Difference between Web 1.0 and Web 2.0

Web 1.0 Web 2.0

DoubleClick Google AdSense

Ofoto Flickr

Akamai BitTorrent

mp3.com Napster

Britannica Online Wikipedia

personal websites blogging

evite upcoming.org and EVDB

Difference between Web 1.0 and Web 2.0

Web 1.0 Web 2.0

domain name speculation Search Engine Optimization (SEO)

page views cost per click

screen scraping web services

publishing participation

content management systems wikis

directories (taxonomy) tagging (“folksonomy”)

stickiness syndication

Web 2.0: The Web as Platform


Netscape vs. Google the value of the software is proportional to the scale

and dynamism of the data it helps to manage

Netscape vs. Google the value of the software is proportional to the scale

and dynamism of the data it helps to manage


DoubleClick vs. Overture and AdSense 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

DoubleClick vs. Overture and AdSense 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


DoubleClick vs. Overture and AdSense “the long tail”

collective power of the small sites that make up the bulk of the web's content

DoubleClick vs. Overture and AdSense “the long tail”

collective power of the small sites that make up the bulk of the web's content


eBay enables occasional transactions of only a few dollars between single individuals, acting as an automated intermediary

eBay enables occasional transactions of only a few dollars between single individuals, acting as an automated intermediary


Napster (though shutdown for legal reasons) built its network not by building a centralized song database, but by architecting a system in such a way that every downloader also became a server, and thus grew the network

Napster (though shutdown for legal reasons) built its network not by building a centralized song database, but by architecting a system in such a way that every downloader also became a server, and thus grew the network


Akamai vs. BitTorrent every client is also a server files are broken up into fragments that can be served

from multiple locations, transparently harnessing the network of downloaders to provide both bandwidth and data to other users

Akamai vs. BitTorrent every client is also a server files are broken up into fragments that can be served

from multiple locations, transparently harnessing the network of downloaders to provide both bandwidth and data to other users


Akamai vs. BitTorrent the more popular the file, the faster it can be served the service automatically gets better the more people

use it

Akamai vs. BitTorrent the more popular the file, the faster it can be served the service automatically gets better the more people

use it


Akamai vs. BitTorrent there is an implicit “architecture of participation”, a

built-in ethic of cooperation, in which the service acts primarily as an intelligent broker, connecting the edges to each other and harnessing the power of the users themselves

Akamai vs. BitTorrent there is an implicit “architecture of participation”, a

built-in ethic of cooperation, in which the service acts primarily as an intelligent broker, connecting the edges to each other and harnessing the power of the users themselves

Web 2.0: Harnessing Collective

Intelligence

Hyperlinking is the foundation of the web The web of connections grows organically as an

output of the collective activity of all web users

Hyperlinking is the foundation of the web The web of connections grows organically as an

output of the collective activity of all web users


Intelligence


Intelligence

Yahoo! was born as a catalog, or directory of links, an aggregation of the best work of thousands, then millions of users

Yahoo! was born as a catalog, or directory of links, an aggregation of the best work of thousands, then millions of users


Intelligence


Intelligence

Google's breakthrough in search was PageRank, a method of using the link structure of the web rather than just the characteristics of documents to provide better search results

Google's breakthrough in search was PageRank, a method of using the link structure of the web rather than just the characteristics of documents to provide better search results


Intelligence


Intelligence

eBay's product is the collective activity of all its users like the web itself, eBay grows organically in

response to user activity the company's role is an enabler of a context in

which that user activity can happen

eBay's product is the collective activity of all its users like the web itself, eBay grows organically in

response to user activity the company's role is an enabler of a context in

which that user activity can happen


Intelligence


Intelligence

Amazon sells the same products as competitors such as Barnesandnoble.com, and they receive the same product descriptions, cover images, and editorial content from their vendors

Amazon sells the same products as competitors such as Barnesandnoble.com, and they receive the same product descriptions, cover images, and editorial content from their vendors


Intelligence

But Amazon has made a science of user engagement While a Barnesandnoble.com search is likely to lead

with the company's own products or sponsored results, Amazon always leads with the “most popular” , a real-time computation based not only on sales but other factors that Amazon insiders call the “flow” around products

But Amazon has made a science of user engagement While a Barnesandnoble.com search is likely to lead

with the company's own products or sponsored results, Amazon always leads with the “most popular” , a real-time computation based not only on sales but other factors that Amazon insiders call the “flow” around products


Intelligence


Intelligence

Wikipedia an online encyclopedia based on the unlikely notion

that an entry can be added by an web user, and edited by any other

radical experiment in trust

Wikipedia an online encyclopedia based on the unlikely notion

that an entry can be added by an web user, and edited by any other

radical experiment in trust


Intelligence

“with enough eyeballs, all bugs are shallow” – Eric Raymond

“with enough eyeballs, all bugs are shallow” – Eric Raymond


Intelligence


Intelligence

Sites like del.icio.us and Flickr have pioneered a concept that some people call “folksonomy” (in contrast to taxonomy)

a style of collaborative categorization of sites using freely chosen keywords, often referred to as tags

tagging allows for the kind of multiple overlapping associations that the brain itself uses, rather than rigid categories

Sites like del.icio.us and Flickr have pioneered a concept that some people call “folksonomy” (in contrast to taxonomy)

a style of collaborative categorization of sites using freely chosen keywords, often referred to as tags

tagging allows for the kind of multiple overlapping associations that the brain itself uses, rather than rigid categories


Intelligence


Intelligence

Collaborative spam filtering products like Cloudmark aggregate the individual decisions of email users about what is and is not spam, outperforming systems that rely on analysis of the messages themselves

Collaborative spam filtering products like Cloudmark aggregate the individual decisions of email users about what is and is not spam, outperforming systems that rely on analysis of the messages themselves


Intelligence


Intelligence

The greatest internet success stories do not advertise their products

Adoption is driven by “viral marketing” Recommendations propagating directly

from one user to another

The greatest internet success stories do not advertise their products

Adoption is driven by “viral marketing” Recommendations propagating directly

from one user to another


Intelligence


Intelligence

Even much of the infrastructure of the web – including the Linux, Apache, MySQL, and Perl, PHP or Python (LAMP) code involved in most web servers – relies on the peer-production methods of open source

Even much of the infrastructure of the web – including the Linux, Apache, MySQL, and Perl, PHP or Python (LAMP) code involved in most web servers – relies on the peer-production methods of open source


Intelligence

Network effects from user contributions are the key to market dominance in the Web 2.0 era

Network effects from user contributions are the key to market dominance in the Web 2.0 era

Web 2.0: Blogging and the Wisdom of

Crowds


Crowds

Blog at its most basic, a blog is just a personal home

page in a diary format

Blog at its most basic, a blog is just a personal home

page in a diary format


Crowds

“the chronological organization of the blog seems like a trivial difference, but it drives an entirely different delivery, advertising and value chain” – Rich Skrenta

“the chronological organization of the blog seems like a trivial difference, but it drives an entirely different delivery, advertising and value chain” – Rich Skrenta


Crowds


Crowds

RSS Really Simple Syndication allows someone to link not just to a page, but to

subscribe to it, with notification every time that page changes

“incremental/live web”

RSS Really Simple Syndication allows someone to link not just to a page, but to

subscribe to it, with notification every time that page changes

“incremental/live web”


Crowds

“we, the media, not a few people in a back room, decides what is important” – Dan Gilmor

“we, the media, not a few people in a back room, decides what is important” – Dan Gilmor

Web 2.0: Data is the Next Intel Inside

Every significant application to date has been backed by a specialized database

Google's web crawl Yahoo!'s directory and web crawl Amazon's database of products eBay's database of products and sellers MapQuest's map databases Napster's distributed song database

Every significant application to date has been backed by a specialized database

Google's web crawl Yahoo!'s directory and web crawl Amazon's database of products eBay's database of products and sellers MapQuest's map databases Napster's distributed song database


Database management is a core competency applications as “infoware” rather than merely

software

Database management is a core competency applications as “infoware” rather than merely

software


MapQuests vs. Yahoo!, Microsoft and Google Maps

MapQuests vs. Yahoo!, Microsoft and Google Maps


Barnesandnoble.com vs. Amazon.comBarnesandnoble.com vs. Amazon.com


The race is on to own certain classes of core data Location Identity Calendaring of public events Product identifiers Namespaces

The race is on to own certain classes of core data Location Identity Calendaring of public events Product identifiers Namespaces

Web 2.0: End of the Software Adoption

Cycle

SaaS Software delivered as a service, not as a product

SaaS Software delivered as a service, not as a product


Cycle


Cycle

Benefits Faster time to market Reduced risk Closer relationship with customers Real-time data to make quantifiable decisions Increased responsiveness

Benefits Faster time to market Reduced risk Closer relationship with customers Real-time data to make quantifiable decisions Increased responsiveness


Cycle

Release early and release often “The perpetual beta”

The product is developed in the open, with new features slipstreamed in on a monthly, weekly, or even daily basis

Engage users as co-developers and real-time testers

Release early and release often “The perpetual beta”

The product is developed in the open, with new features slipstreamed in on a monthly, weekly, or even daily basis

Engage users as co-developers and real-time testers


Cycle

Instrument your product In the development process, you need to plan for

and implement not only the customer-facing application but also a framework for capturing how customers are using your product

What users do often tells you more than what they say

Instrument your product In the development process, you need to plan for

and implement not only the customer-facing application but also a framework for capturing how customers are using your product

What users do often tells you more than what they say


Cycle

Incrementally create new products New and existing products should evolve through

rapid releases, user feedback, and instrumentation

Incrementally create new products New and existing products should evolve through

rapid releases, user feedback, and instrumentation


Cycle

Make operations a core competency Expertise in product development must be

matched by an expertise in daily operations Software will cease to perform unless it is

maintained on a daily basis

Make operations a core competency Expertise in product development must be

matched by an expertise in daily operations Software will cease to perform unless it is

maintained on a daily basis


Cycle


Cycle

Google's system administration, networking, and load-balancing techniques are perhaps even more closely guarded secrets than their search algorithms

Google's system administration, networking, and load-balancing techniques are perhaps even more closely guarded secrets than their search algorithms


Cycle

Techniques: Using horizontal scaling techniques and

commodity hardware components for simplified fault-tolerance and high availability

Using low-cost software (typically open source) to leverage large support communities and resources

Techniques: Using horizontal scaling techniques and

commodity hardware components for simplified fault-tolerance and high availability

Using low-cost software (typically open source) to leverage large support communities and resources


Cycle

Techniques: Ensuring that operations planning and staffing are

first-class priorities Feeding lessons learned from operational

experience back into the core product – features, stability and scalability

Techniques: Ensuring that operations planning and staffing are

first-class priorities Feeding lessons learned from operational

experience back into the core product – features, stability and scalability


Cycle


Cycle

Use dynamic tools and languages Scripting languages such as Perl, Python, PHP and

now Ruby, play such a large role at Web 2.0 Tool of choice for system and network

administrators, as well as application developers building dynamic systems that require constant change

Use dynamic tools and languages Scripting languages such as Perl, Python, PHP and

now Ruby, play such a large role at Web 2.0 Tool of choice for system and network

administrators, as well as application developers building dynamic systems that require constant change

Web 2.0: Lightweight Programming Models


REST (Representational State Transfer) vs. SOAP (Simple Object Access Protocol)

REST (Representational State Transfer) vs. SOAP (Simple Object Access Protocol)


Google Maps's simple AJAX (JavaScript and XML) interface

Google Maps's simple AJAX (JavaScript and XML) interface


Support lightweight programming models that allow for loosely coupled systems

Think syndication, not coordination Design for “hackability” and remixability

Support lightweight programming models that allow for loosely coupled systems

Think syndication, not coordination Design for “hackability” and remixability


The barriers to re-use are extremely low Much of the useful software is actually open

source The web browser's “View Source” option made it

possible for any user to copy any other user's web page

The barriers to re-use are extremely low Much of the useful software is actually open

source The web browser's “View Source” option made it

possible for any user to copy any other user's web page

Web 2.0: Innovation in Assembly

Web 2.0: Innovation in Assembly

The Web 2.0 mindset is good at re-use When commodity components are abundant, you can

create value simply by assembling them in novel or effective ways

The Web 2.0 mindset is good at re-use When commodity components are abundant, you can

create value simply by assembling them in novel or effective ways

Web 2.0: Software Above the Level of a

Single Device

“Useful software written above the level of a single device will command high margins for a long time to come” – Dave Stutz

“Useful software written above the level of a single device will command high margins for a long time to come” – Dave Stutz


Single Device


Single Device

No longer limited to the PC platform iTunes

seamlessly reaches from the handheld device to massive web back-end, with the PC acting as a local cache and control station

No longer limited to the PC platform iTunes

seamlessly reaches from the handheld device to massive web back-end, with the PC acting as a local cache and control station

Web 2.0: Rich User Experiences


RIA Rich Internet Applications web-based applications with rich user interfaces

and PC-equivalent interactivity

RIA Rich Internet Applications web-based applications with rich user interfaces

and PC-equivalent interactivity


AJAX(/AJAJ) Asynchronous JavaScript And XML/JSON incorporates:

standards-based presentation using XHTML and CSS

dynamic display and interaction using the Document Object Model

AJAX(/AJAJ) Asynchronous JavaScript And XML/JSON incorporates:

standards-based presentation using XHTML and CSS

dynamic display and interaction using the Document Object Model


AJAX(/AJAJ) incorporates:

data interchange and manipulation using XML and XSLT or JSON

asychronous data retrieval using XMLHttpRequest

JavaScript binding everything together

AJAX(/AJAJ) incorporates:

data interchange and manipulation using XML and XSLT or JSON

asychronous data retrieval using XMLHttpRequest

JavaScript binding everything together

Summary Core competencies

Services, not packaged software, with cost-effective scalability

Control over unique, hard-to-recreate data sources that get richer as more people use them

Trusting users as co-developers Harnessing collective intelligence

Core competencies

Services, not packaged software, with cost-effective scalability

Control over unique, hard-to-recreate data sources that get richer as more people use them

Trusting users as co-developers Harnessing collective intelligence

Summary Core competencies

Leveraging "the long tail" through customer self-service

Software above the level of a single device Lightweight user interfaces, developmental models

and business models

Core competencies

Leveraging "the long tail" through customer self-service

Software above the level of a single device Lightweight user interfaces, developmental models

and business models

References What is Web 2.0

http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1 http://oreilly.com/catalog/web2report/chapter/web20_report_excerpt.pdf

Web 2.0 Resources https://web20guru.wikispaces.com/Web+2.0+Resources

What is Web 2.0 http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1 http://oreilly.com/catalog/web2report/chapter/web20_report_excerpt.pdf

Web 2.0 Resources https://web20guru.wikispaces.com/Web+2.0+Resources

http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1

http://oreilly.com/catalog/web2report/chapter/web20_report_excerpt.pdf

https://web20guru.wikispaces.com/Web+2.0+Resources

http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1

http://oreilly.com/catalog/web2report/chapter/web20_report_excerpt.pdf

https://web20guru.wikispaces.com/Web+2.0+Resources

References The Dot-com Bubble

http://www.wisegeek.org/what-was-the-dot-com-bubble.htm http://www.thebubblebubble.com/dot-com-bubble/

Screenshots https://www.flickr.com/photos/wfryer/433975194/in/photostream/ https://www.flickr.com/photos/wfryer/433566428/in/photostream/

The Dot-com Bubble http://www.wisegeek.org/what-was-the-dot-com-bubble.htm http://www.thebubblebubble.com/dot-com-bubble/

Screenshots https://www.flickr.com/photos/wfryer/433975194/in/photostream/ https://www.flickr.com/photos/wfryer/433566428/in/photostream/

http://www.wisegeek.org/what-was-the-dot-com-bubble.htm

http://www.thebubblebubble.com/dot-com-bubble/

https://www.flickr.com/photos/wfryer/433975194/in/photostream/


http://www.wisegeek.org/what-was-the-dot-com-bubble.htm

http://www.thebubblebubble.com/dot-com-bubble/



Introduction to Web 2.0

Software

Transcript of Introduction to Web 2.0