Daniel Appelquist's Presentation at Emerging Communication Conference & Awards 2009 Europe

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  • 1.
  • 2. What is the “Social Web” and Why Should I Care?
    Daniel Appelquist
    Vodafone Group R&D
    29 October 2009
  • 3. One Channel
    3
    What is the “Social Web?”
    November 10, 2009
  • 4. 4
    Centralized: Compuserve, AOL, Prodigy were dominating the market of online services
    Closed: They were competing, not enabling collaboration and interoperability
    Remember the Internet in 1991 ?
    the “ealy days” of the Internet were dominated by “walled gardens”...
    ...then, in 1993, Mosaic popularized the “world wide web”
    • Universal: available to anyone, independent of corporations, government, and cultures
    • 5. Open: Anyone can create a web site, the technology is standardized, no license needed
  • 5
    Centralized: Facebook, Twitter, MySpace dominating the SNS space
    Closed: They are competing, not enabling collaboration and interoperability
    Social Networking in 2009 does not look better !
    The social networking space is dominated by “walled gardens”...
    ... is there a future for something more universal and open ?
    • Universal: one social web, spanning across multiple networks, without constraints from either corporations, government or cultures
    • 6. Open: Anyone can create a ‘social network’ and join the social web
  • 6
    Users of these services have real concerns
    Trust
    Freedom
    Are privacy settings respected ?
    Will my data be deleted when I ask ?
    Is my data used for other means ?
    Can I share pictures with a friend who is not on the network ?
    Can I switch to another network and keep my data ?
    Can I make my design choices ?
    Fragmentation
    Availability
    Will it always work when I need it ?
    Could my account be suspended ?
    What happens if the company goes
    bankrupt or is acquired ?
    Where can my audience find everything about me ?
    Why can’t I consume all my friends data from a single application ?
  • 7. 7
    Reflected in some recent events
    “Facebook: All Your Stuff is Ours, Even if You Quit”
    Mashable, February 2009
    “Denial-of-Service Attack Knocks Twitter Offline”
    Wired, August 2009
    “FriendFeed Users Shocked by Facebook Acquisition”
    Mashable, August 2009
    “U.S. Government Asks Twitter to Stay Up for #IranElection”
    Mashable, June 2009
    “Tr.im Shuts Down – What happens to your links now?”
    The Inquisitr, August 2009
  • 8. Quick check…
    71% of social network users are active in more than one social network
    How many social networks do you belong to?
    8
    What is the “Social Web?”
    November 10, 2009
  • 9. 9
    What is the “Social Web?”
    November 10, 2009
  • 10. 10
    What is the “Social Web?”
    November 10, 2009
  • 11. “Pre-Web” Thinking?
    11
    What is the “Social Web?”
    November 10, 2009
  • 12. 12
    What is the “Social Web?”
    November 10, 2009
    Scenarios
    Fragmentation
    Social Web
    Consolidation
    Already happening
    Great diversity
    Customer confusion
    Increasing friction to rolling out new services
    User fatigue
    Security issues leading to trust gap
    • Users move seamlessly between social applications
    • 13. Decreased friction to rolling out new services
    • 14. Decentralized approach means you can take your data and social graph wherever you want
    • 15. Happy users
    • 16. Social applications interoperate using well-known, agreed, open protocols
    • 17. Big players increasingly gobble up smaller
    • 18. Increased power of social silo applications
    • 19. Decreased user choice
    • 20. “Walled gardens”
    • 21. No impetus to innovate
    • 22. Social silos “own” all customer data and their social graph
  • 13
    What protocols are required?
    Application Programming Interface
    Data model
    Security
    Service discovery
    Unique identifiers
    Transport
    (1) Based on the ‘proper’ Open Stack version by John Ernst (http://netmesh.info/jernst/digital_identity/lets-draw-the-open-stack-as-a-proper-stack)
  • 23. 14
    The so-called “Open Stack” is emerging
    3rd party applications API: OpenSocial
    Service to service API: Atom, RSS
    Profiles: RDF, OpenSocial
    Activities: Activitystrea.ms
    Contacts: Portable Contacts, FOAF
    Authentication: PKI, OpenID, FOAF-SSL
    Access Control: OAuth
    Service discovery: Yadis, XRDS, XRDS-Simple, XEP-0030
    Unique identifier: URLs, email, JID
    Transport: HTTP, XMPP
  • 24. Who are the Companies Pushing the Social Web?
    Big Corporates:
    Google
    Yahoo!
    Facebook
    Myspace
    Plaxo
    Vodafone
    Grass Roots:
    Identi.ca
    XMPP – XSF
    FOAF
    Open source efforts
    OSLO Alliance
    15
    What is the “Social Web?”
    November 10, 2009
  • 25. Industry and individual Efforts
    Open Social
    Open Web Foundation
    OpenID and Oauth
    Portable Contacts
    Open Micro-blogging Community (status.net)
    16
    What is the “Social Web?”
    November 10, 2009
  • 26. Why is this relevant to us here?
    People are increasingly turning to social networks as a communication medium
    Trust
    Richness
    Ease
    Fun
    Social networks are already disrupting email
    How long until they disrupt voice communication?
    Witness: Teens with Blackberries
    If communication is becoming social and social is becoming open, where does that leave us?
    Selling Facebook phones to Foursquare kids?
    17
    What is the “Social Web?”
    November 10, 2009
  • 27. We need to support and nurture this emerging Social Web trend
    18
    What is the “Social Web?”
    November 10, 2009
  • 28. W3C Social Web Incubator Group
    http://bit.ly/socialwebxg
    19
    What is the “Social Web?”
    November 10, 2009
  • 29. 20
    What is the “Social Web?”
    November 10, 2009
    Thank you
    Daniel Appelquist
    Vodafone Group R&D
    @torgo