Upload
reggie-niccolo-santos
View
154
Download
2
Tags:
Embed Size (px)
DESCRIPTION
* 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 * End of the Software Release Cycle * Lightweight Programming Models * Software Above the Level of a Single Device * Rich User Experiences * Core Competencies
Citation preview
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
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
Web 2.0: The Web as Platform
Web 2.0: The Web as Platform
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
Web 2.0: The Web as Platform
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
Web 2.0: The Web as Platform
Web 2.0: The Web as Platform
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
Web 2.0: The Web as Platform
Web 2.0: The Web as Platform
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
Web 2.0: The Web as Platform
Web 2.0: The Web as Platform
Web 2.0: The Web as Platform
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
Web 2.0: The Web as Platform
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
Web 2.0: The Web as Platform
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
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
Intelligence
“with enough eyeballs, all bugs are shallow” – Eric Raymond
“with enough eyeballs, all bugs are shallow” – Eric Raymond
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
Intelligence
Web 2.0: Harnessing Collective
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
Web 2.0: Harnessing Collective
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
Web 2.0: Blogging and the Wisdom of
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
Web 2.0: Blogging and the Wisdom of
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
Web 2.0: Blogging and the Wisdom of
Crowds
Web 2.0: Blogging and the Wisdom of
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”
Web 2.0: Blogging and the Wisdom of
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
Web 2.0: Data is the Next Intel Inside
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
Web 2.0: Data is the Next Intel Inside
MapQuests vs. Yahoo!, Microsoft and Google Maps
MapQuests vs. Yahoo!, Microsoft and Google Maps
Web 2.0: Data is the Next Intel Inside
MapQuests vs. Yahoo!, Microsoft and Google Maps
MapQuests vs. Yahoo!, Microsoft and Google Maps
Web 2.0: Data is the Next Intel Inside
MapQuests vs. Yahoo!, Microsoft and Google Maps
MapQuests vs. Yahoo!, Microsoft and Google Maps
Web 2.0: Data is the Next Intel Inside
MapQuests vs. Yahoo!, Microsoft and Google Maps
MapQuests vs. Yahoo!, Microsoft and Google Maps
Web 2.0: Data is the Next Intel Inside
Barnesandnoble.com vs. Amazon.comBarnesandnoble.com vs. Amazon.com
Web 2.0: Data is the Next Intel Inside
Barnesandnoble.com vs. Amazon.comBarnesandnoble.com vs. Amazon.com
Web 2.0: Data is the Next Intel Inside
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
Web 2.0: End of the Software Adoption
Cycle
Web 2.0: End of the Software Adoption
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
Web 2.0: End of the Software Adoption
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
Web 2.0: End of the Software Adoption
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
Web 2.0: End of the Software Adoption
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
Web 2.0: End of the Software Adoption
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
Web 2.0: End of the Software Adoption
Cycle
Web 2.0: End of the Software Adoption
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
Web 2.0: End of the Software Adoption
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
Web 2.0: End of the Software Adoption
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
Web 2.0: End of the Software Adoption
Cycle
Web 2.0: End of the Software Adoption
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
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)
Web 2.0: Lightweight Programming Models
Google Maps's simple AJAX (JavaScript and XML) interface
Google Maps's simple AJAX (JavaScript and XML) interface
Web 2.0: Lightweight Programming Models
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
Web 2.0: Lightweight Programming Models
Web 2.0: Lightweight Programming Models
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
Web 2.0: Software Above the Level of a
Single Device
Web 2.0: Software Above the Level of a
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
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
Web 2.0: Rich User Experiences
Web 2.0: Rich User Experiences
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
Web 2.0: Rich User Experiences
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
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/