The Future of XML Publishing: Web 2.0 = Internet 3.0 STC Salim Ismail May 2007

Overview Syndication (Internet 3.0) Definition examples technology underpinning Consumer Enterprise Hidden Web Event-Driven Web 2.0 = Internet 3.0 Business Models

Syndication (Internet 3.0)

Definition

examples

technology underpinning

Syndication The voluntary dissemination of data to anyone who wants it Consumer Enterprise Blogs Intranet updates RSS and ATOM Feeds ERP Reporting Systems Wikis CMS UGC XML Publishing Systems

The voluntary dissemination of

data to anyone who wants it

What is Web 2.0 According to Tim O’Reilly….

According to Tim O’Reilly….

Other Web 2.0 Descriptors Services vs. data UGC (User Generated Content).. e.g. blogs Manipulate and ‘use’ data, not just presentation Low latency (real time) Data aggregation Social Networking Examples Flickr, Buzznet, Dabble Wordpress, Typepad, Drupal Eventful, Upcoming, Edgeio YouTube, MySpace, FaceBook Web 2.0: Consumer to Consumer

Services vs. data

UGC (User Generated Content).. e.g. blogs

Manipulate and ‘use’ data, not just presentation

Low latency (real time)

Data aggregation

Social Networking

Examples

Flickr, Buzznet, Dabble

Wordpress, Typepad, Drupal

Eventful, Upcoming, Edgeio

YouTube, MySpace, FaceBook

Web 2.0 Tag Cloud

Web 2.0 – Was led by Blogs Blogs exploding in use With the rise of the web in the 90s, we had millions of readers, but relatively few publishers (e.g. CNN, CNet) Now, due to the ease of publishing with blogs, we now also have millions of publishers 1m in 01/04, 10m in 01/05 and over 100m today A Syndication ecosystem has evolved Ping servers, ping aggregators and blogging platforms all collaborate to disseminate RSS and Atom updates Blogs now being ‘overtaken’ MySpace, FaceBook, Bebo, etc…

Blogs exploding in use

With the rise of the web in the 90s, we had millions of readers, but relatively few publishers (e.g. CNN, CNet)

Now, due to the ease of publishing with blogs, we now also have millions of publishers

1m in 01/04, 10m in 01/05 and over 100m today

A Syndication ecosystem has evolved

Ping servers, ping aggregators and blogging platforms all collaborate to disseminate RSS and Atom updates

Blogs now being ‘overtaken’

MySpace, FaceBook, Bebo, etc…

Overview Syndication (Internet 3.0) Definition examples technology underpinning Consumer Enterprise Business Models

Syndication (Internet 3.0)

Definition

examples

technology underpinning

Web 2.0 = Internet 3.0™ We are increasingly watching… Messaging Request Response Publish Subscribe What’s your email address? Sending What’s your Website? Searching What’s your Feed? Watching Information Exchange Patterns Evolution of the Internet 80s Email 90s Web Browser 00s RSS Aggregator

Watching vs. Searching “ I don’t read blogs—I read. Blogs are more searchable. Technorati and PubSub are more useful to me than Google.” Syndication facilitates ‘watching’ Watching is different from Searching Jonathan Schwartz, CEO, SUN

Example - Search Relevant Immediate Material Tell me whenever X happens Prospective vs. Retrospective Watching Listening Coverage Age Archives Retrospective Search (Google/Yahoo) Prospective Search

Relevant

Immediate

Material

Overview Syndication (Internet 3.0) Definition examples technology underpinning Consumer Enterprise Business Models

Syndication (Internet 3.0)

Definition

examples

technology underpinning

Blogs geared for text/HTML RSS is used as a wrapper for text and a syndication mechanism Atom is another, more evolved syndication spec A typical blog post today contains an opinion or specific Information (in text)

RSS is used as a wrapper for text and a syndication mechanism

Atom is another, more evolved syndication spec

A typical blog

post today

contains an

opinion or

specific

Information

(in text)

Syndication is enabling UGC Rather than just saying “I liked that book”, a form is filled out with fields for the title, rating, etc Publish structured data www.structuredblogging.org

Rather than just saying “I liked that book”, a form is filled out with fields for the title, rating, etc

The Internet is largely ‘hidden’ data Unstructured information (Visible Web) HTML and text oriented Search-engine crawlable Difficult to analyze Structured information (Hidden Web) XML, structured information (auctions, tickets, cars, jobs) Lives mostly in walled gardens (eBay, Monster…) Not easily available to search engines Much of that can be syndicated The hidden Web is 400-500x larger than the visible one VISIBLE WEB HIDDEN WEB Source: Crawling the Hidden Web Sriram Raghavan, Hector Garcia-Molina

Unstructured information (Visible Web)

HTML and text oriented

Search-engine crawlable

Difficult to analyze

Structured information (Hidden Web)

XML, structured information (auctions, tickets, cars, jobs)

Lives mostly in walled gardens (eBay, Monster…)

Not easily available to search engines

Much of that can be syndicated

Implications of Syndication Before User fills form site stores data users search site

Before

User fills form site stores data users search site

Implications of Syndication After User fills form (publish) data is syndicated users get updates Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0

After

User fills form (publish) data is syndicated users get updates

Aggregators Blogs RSS Readers RSS Feeds Closed Syndication or Branding Browsers Web Pages Search Engines Internet Information Flows Open Syndication or Branding Pings Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Walled Garden DBs

Business Models – Internet 3.0 Publish (syndicate) Blogs Photos Video CGM Subscribe RSS readers Cell phones Web Clients Aggregate Search Engines Social Networks Vertical Search Tagging Aggregators

Blogs Aggregators RSS Feeds Browsers Web Pages Search Engines Newsgator Bloglines NetVibes Firefox / Flock SixApart Edgeio Blogger WordPress eBay Monster AutoTrader TechCrunch CraigsList Internet Explorer Y!360 Internet Information Flows Closed Syndication or Branding Yahoo! Google AOL Microsoft Pings Open Syndication or Branding Technorati IceRocket Weblogs.com Ping-O-Matic Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Walled Gardens

Internet Information Flows PublishStuff L.I.T Confabb Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0

And The UX? Low latency Superior UI User participation ……. User-centric

Low latency

Superior UI

User participation

…….

User-centric

Overview Syndication (Internet 3.0) Definition examples technology underpinning Consumer Enterprise Business Models

Syndication (Internet 3.0)

Definition

examples

technology underpinning

In Enterprises…. Blogs currently being used in two ways: Knowledge Management inside the firewall Marketing/PR/CRM outside the enterprise Blogs are text-based

Blogs currently being used in two ways:

Knowledge Management inside the firewall

Marketing/PR/CRM outside the enterprise

Syndication in Enterprises Primary examples are: Documentation Reporting True syndication currently limited to departments Data in silos E.g. technical writing, finance Syndication is an organizational issue

Primary examples are:

Documentation

Reporting

True syndication currently limited to departments

Data in silos

E.g. technical writing, finance

Internet 3.0 for Enterprises Most business systems today are ‘data’ oriented Databases Data warehouses BUT, businesses don’t run on data…. Businesses run on ‘events’ New customer Price change Delivery notice Spec change

Most business systems today are ‘data’ oriented

Databases

Data warehouses

BUT, businesses don’t run on data….

Businesses run on ‘events’

New customer

Price change

Delivery notice

Spec change

Implications for Businesses…. Within the enterprise Syndication of information ‘events’ as a paradigm will take hold Sales lead management Internal announcements ‘Outside’ the enterprise Low cost XML distribution (again, syndication) Publish/syndicate information Price changes Supply chain Product announcements

Within the enterprise

Syndication of information ‘events’ as a paradigm will take hold

Sales lead management

Internal announcements

‘Outside’ the enterprise

Low cost XML distribution (again, syndication)

Publish/syndicate information

Price changes

Supply chain

Product announcements

Enterprise Bus Models – Internet 3.0 Publish (syndicate) Business Events Subscribe Exception handling Aggregate Analysis Routing

And the UX? Services vs. data UGC (User Generated Content).. e.g. blogs Manipulate and ‘use’ data, not just presentation Low latency (real time) Data aggregation Social Networking XML-based Integrated

Services vs. data

UGC (User Generated Content).. e.g. blogs

Manipulate and ‘use’ data, not just presentation

Low latency (real time)

Data aggregation

Social Networking

XML-based

Integrated

Web 2.0 = Internet 3.0 Consumer Open up the Hidden Web Low cost to starting new business VC models are threatened Enterprises Business systems become event-driven rather than data-driven Cost of deployment will drop dramatically Implications for internal business structures

Consumer

Open up the Hidden Web

Low cost to starting new business

VC models are threatened

Enterprises

Business systems become event-driven rather than data-driven

Cost of deployment will drop dramatically

Implications for internal business structures

Conclusion Web 2.0 = Internet 3.0 Structured Data (XML) Syndication Event-based (Publish/Subscribe) Participatory UX

Web 2.0 = Internet 3.0

Structured Data (XML) Syndication

Event-based (Publish/Subscribe)

Participatory UX

Internet 3.0 – The Nervous System The internet is evolving into a complex organism Search is the memory Syndication provides the basis for the nervous system

The internet is evolving into a complex organism

Search is the memory

Syndication provides the basis for the nervous system