The evolving web Web 1.0 A small number of writers create web pages for a large number of readers. A one-to-many broadcast approach. Web 1.5 Personal publishing catches on and goes mainstream. Communities of users form. Web 2.0 Information is broken up into microcontent units that can be distributed over dozens of domains. The web of documents morphs into a web of data. Content becomes part of a unified whole - an ecosystem - not an island.
London joggers who took place in the Nike-sponsored 10K run could search runs by postcode, distance, or type of run; create a new run by clicking various points on the map; or save a list of their preferred routes.