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Jason Watson, Information Systems, QUT,
Brisbane
INB(N)347 WEB 2.0
APPLICATIONS
Week 01:
Introduction to the unit
1
Take away points
Introduction to the unit
Teaching team & resources
Unit goal, content and objectives
Schedule and topics
Assessment requirements
What is Web 2.0?
Origin and evolution of Web 2.0
Six key market drivers
Case study introduction
Ingredients of Web 2.0 success
2
Introduction to the unit
Part One
3
Teaching Team
Unit Coordinator
Jason Watson Room: Level 6, Y block
Email: [email protected]
Twitter: DrJasonWatson
Phone: 31381656
Consultation
Tutor Sirous Panahi
Email: [email protected]
4
Who are you?
Tell the class:
who you are
why you are here
the best thing that has happened to you this week
(!)
5
Social Enterprise Team
10 active researchers progressing towards research degree completion
What we do…
We perform human
research: our
research is
conducted with or
about people using
their data
We are generally
Qualitative
researchers who
examine human
behaviorDiagram: Institute for Media and Communications Management, University of St. Gallen
Contributions
We typically attempt to describe the meaning, nature, and challenges of a phenomenon
Typically our work extends or creates a theoretical or conceptual model or framework
Impact is based on that new knowledge and understanding can help to act in more informed and effective ways.
e.g. enhance adoption of social technologies within an organisation or enhance clinical outcomes by making experience sharing between doctors more effective
Active research projects
Understanding E-Learning 2.0: Analyzing students and teachers experiences in Web 2.0 Learning, Hafiz Zakaria, (PhD)
Web 2.0 Adoption within Enterprises: Employees' Perspectives, Fayez Hussain Alqahtani, (PhD)
Social BPM Capabilities, Paul Mathiesen, (PhD)
Social Media and Cause Brand Communities, Anne Sorensen, (PhD)
Privacy by Design for Social Networks, Badiul Islam, (PhD)
Social Media as Virtual Information Grounds for IT Professionals, Bazilah, (PhD)
Empowerment processes and outcomes in online communities, Wisnu Wijaya, (PhD)
Information Disclosure in social networks, Hashem Almakrami(Prof Doc)
Tacet Knowledge sharing by Clinicians on Social Networks, Sirous Panahi (PhD)
Social Media and student decision making: how students choose their courses, Vijay Reddy (Masters) Link to google doc summary
Who am I?10
What I’d like to be:
(an awesome biker)
The reality (!):
(not fast or hardcore)
Who are you?
Tell the class:
who you are
why you are here
the best thing that has happened to you this week
(!)
11
You can also use:
http://www.tinyurl.com/tell2013
Goal of INB(N)347
Immerse you into many and varied Web 2.0
applications.
Give you skills and knowledge required to
critically explore, assess and utilize Web 2.0
applications within diverse contexts.
Expose you to the underlying rules and
patterns of Web 2.0, what they are and how
they can be applied.
12
Knowledge aspects
You will learn about
The origin and evolution of web 2.0
The many and varied web 2.0 applications
currently being used within different contexts
The range of issues including legal and ethical,
associated with the use and web 2.0 applications
within different contexts.
The principles for appraising and implementing
web 2.0 applications in different contexts
13
Practical aspects
On successful completion of this unit you should be
able to:
Use a variety of web 2.0 applications
Engage in critical and strategic assessment of the
implications of web 2.0 applications for different
contexts.
Keep up to date with the new and emerging web
applications
14
The journey
Introduction to Web 2.0
Web 2.0 Patterns
Harnessing collective intelligence
Software above the level of a single device
Rich user experiences Lightweight models & cost effective scalability
Innovation is assemble Leveraging the long tail
Data is the next ‘Intel Inside’
Perpetual Beta
Technologies of Web 2.0
Web 2.0 Strategies
Users create valueNetworks multiply effectsPeople build connections
Companies capitalize competence
New recombines with oldBusiness incorporation
strategies
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Wikipedia Article
Ass1: Active community participation – 20% Individual work
Goal is for you to become an active participant and learner in an
online community
Complete weeks 4+5 and weeks 9+10
OBJECTIVE: to co-create two wiki articles as a class
Choose the nature of the article – place your suggestion here
16
Blog posts about Web 2.0
Ass2: Web 2.0 Pattern Blog – 40% Individual work
300-500 word blog post entry each week based on current Web2.0 pattern
Due Friday weeks 3-11 try to complete by wednesday, prior to the next lecture
identify a new and interesting web 2.0 application (not one of the case studies that we discuss in class) and evaluate it against the Web 2.0 pattern for the week.
Common mistakes: discussing the pattern without evaluating a Web2.0 application;
demonstrating little insight into the pattern e.g. missing some major aspects of the theory (need to read notes and do additional reading)
blog post is poorly structured, messy, and does not use media and links properly.
We will blog externally using our real identity, let me know if you have issues with that.
17
Investigation of an organisation
Ass3: Use-case Scenario & Tech Review – 40% Team work: students should work in groups of 3-5
5 000 word case study on an organizations use of Web 2.0 and
a 5-10 minute netcast introducing your case study
A two part case study report evaluating a single organisation
against all 8 patterns and the Web 2.0 strategies we discuss in
class.
Completed weeks 11-13
Due Friday week 14
18
What do I submit?
Portfolio 1 in week 6 (30%)
Portfolio 2 in week 11 (30%)
Assignment 3 in week 14 (40%)
Electronic submission via blackboard
19
Questions?
… followed by
Part 2: What is Web 2.0?
Origin and evolution of Web 2.0
Six key market drivers
Case study introduction
Ingredients of Web 2.0 success
20
What is Web 2.0?
Part Two
21
Your view...22
Origin and Evolution of Web 2.0
First coined in 2004 by Tim O’Reilly and gained
notoriety at the O’Reilly Media Web 2.0 Conference
Arose from the 2001 collapse of the dot-com bubble
Second generation of web development and design
Can we really use the term as many of the
technological components have existed since the
early days of the Web?
23
Key Market Drivers of Web 2.0
Diverse demographic, technological, and
economic changes are driving Web 2.0
1. Global customer base
2. Broadband era
3. Mobile connectivity
4. Customer Contribution
5. Decrease in production costs
6. New revenue opportunities
24
1. Global Customer Base
Current figures? http://www.internetworldstats.com/stats.htm
25
1. Global Customer Base
Key demographic driving Web 2.0 are those
under 30 (88% online)
Most don’t know what the world was like
before the Internet
Impact
Customer base for online applications is rapidly
increasing
Practical to reach global micromarkets
26
2. Broadband Era
94% of US adults have access to broadband
Internet
Moving from a Narrowband era to a
Broadband era
Impact
Always on connections become part of daily lives
Associated with user generated content
Facilitates photo, video & audio distribution
27
3. Mobile Connectivity
Mobile net growth eight times faster than PC
based access
31
Impact?
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#topmobilemarkets
4. Customer Contribution
Large % of Internet population comfortable in
creating & contributing content online
133 million blogs, 900,000 posts each day
15 million facebook users update daily
200,000 video daily uploads to Youtube
Impact The Web has become a true two-way, read-write
platform
Mass media has been challenged by user generated
content
New communication means disrupting established
industries
34
5. Decrease in Production
Costs
Due to:
Cheaper hardware,
Free software infrastructure,
Access to global labor,
Ability to reach niche but global markets
Impact: Faster ROI and new opportunities created
Lower barriers to entry
VC capital requirements reduced
Greater business model flexibility
35
6. New Revenue Opportunities
Huge increase in online
advertisement revenue
Reduced risk due to: Broader income alternatives
Lower capital requirements
Faster time to revenue
Ad-supported delivery models can
support a wide variety of online products
and services
Fine grain targeting of micro-markets
Old business models interrupted, new
business model opportunities
36
Capitalizing on these Drivers
The true significance is that these drivers
are occurring simultaneously
Successful Web 2.0 products and
companies capitalize on:
New business models
Facilitated by changes in infrastructure costs
Reach of the long tail
Viral network driven marketing
New advertising based revenue
opportunities
39
Capitalizing on these Drivers
New social modelsUser generated content as valuable as traditional
media
Social networks form and grow with tremendous
speed
Global audiences reached easily
Rich media part of everyday life online
New technology models Software becomes a service
The Internet is the development platform
High speed access is the norm
40
Introducing the Case Studies
Amazon.com
Founded by Jeff Bezos in 1995
Pioneered online retailing
Biggest online retailer in the world
Now offers Earth’s biggest selection
Over 152 million active customers
2 million merchants selling on Amazon (1/3 of listings)
100s of thousands of external developers
Utilizes many of the techniques recognized as central to a successful Web 2.0 strategy
41
Introducing the Case Studies
Flickr.com
Launched in 2004
Online photo and video management and sharing
application
Over 5 billion photos uploaded
30 million registered users (2008 Sep)
60 million unique monthly visitors
3 billion page views per month
Symbolizes a new generation of Web 2.0 companies
42
Ingredients of Web 2.0 Success
The Eight Core Patterns
1. Harnessing Collective Intelligence
Create an architecture of participation that uses network
effects and algorithm to produce software that gets better
the more people use it
Competitive advantage linked to extent to which users
add their own data
Create an architecture of participation to actively involve
users both:
Implicitly
Explicitly
43
The Eight Core Patterns
2. Data is the Next ‘Intel Inside’
Use unique, hard to recreate data sources to become the
next ‘Intel Inside’ for this era in which data has become as
important as function
The market has moved from the desktop to shared online
services
Success is often less about function and more about the
data
The value is in the data
Establish a data strategy rather than just a product
strategy
44
The Eight Core Patterns
3. Innovation in Assembly
Build platforms to foster innovation in assembly, where
remixing of data and services creates new opportunities and
markets
A platform beats an application nearly every time
The Web has become a platform to replace the desktop
OS
Individual websites are becoming platforms and platform
components
Consider a platform strategy in addition to an application
strategy
45
The Eight Core Patterns
4. Rich User Experiences Go beyond traditional web-page metaphors to deliver
rich user experiences combining the best of desktop and online software
The static web page has given way to a new generation of rich Internet applications
Web based software no longer means sacrificing user experience quality
Combine best elements of the desktop and online user experiences
Create a richer, more compelling experience to engage users and transition them from a desktop to an online interface
46
The Eight Core Patterns
5. Software above the Level of a Single Device
Create software that spans Internet connected devices and
builds on the growing pervasiveness of online experience
The PC is not the only access device for Internet
applications
Applications limited to a single device are less valuable
than those that are connected
Integrate data and services across desktops, mobile
devices and Internet servers
47
The Eight Core Patterns
6. Perpetual Beta
Move away from old models of software development and
adoption in favor of online, continuously updated, software
as a service (SaaS) models
Traditional design-develop-test-ship-install cycle of
packaged software is ending
Applications are no longer software artifacts but ongoing
services
Don’t package up new features into large releases
Engage users to be real-time testers
Structure services to reveal how your product is used
48
The Eight Core Patterns
7. Leveraging the Long Tail
Capture niche markets profitably through the low cost
economics and broad reach enabled by the Internet
Bulk of Internet content is small sites
Narrow niches make up bulk of possible Internet
applications
Reach out to the edges and not just the center
Reach out to the Long Tail and not just the head
49
The Eight Core Patterns
8. Lightweight Models & Cost-Effective
Scalability
Use lightweight business & software development
models to build products & businesses quickly & cost
effectively
Scalability applies to both business models and
technology
Can reduce many traditional costs and risks
Changes in cost, reusability, process and strategy
mean more can be done for less
A scalable, cost-effective strategy can deliver
products to market faster and cheaper without
sacrificing future growth
50
Suggested tasks for this week
Formal activities start from week 2, however, feel
free to begin by
Creating your blog (we suggest
wordpress.com) and introduce yourself in your
first post. We will discuss blogging thoroughly
next lecture.
Join the facebook group for this unit (link on
BB)
Send your first tweet using #347class13
Submit an idea for the wiki article (link on BB)
51
Week 1 - Summary
Structure of unit and assessment items
Origin and evolution of Web 2.0
Six key market drivers
Case study introduction
Ingredients of Web 2.0 success
Looking forward to week 2
Pattern One: Harnessing Collective Intelligence
Assessment One and Two
52
Questions?
Dr Jason Watson
School of Information Systems
Science and engineering faculty
Queensland University of
Technology
0402 254 670
53
