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

What is the “Social Web” and Why Should I Care?
Daniel Appelquist
Vodafone Group R&D
29 October 2009

One Channel
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What is the “Social Web?”
November 10, 2009

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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
Open: Anyone can create a web site, the technology is standardized, no license needed

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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
Open: Anyone can create a ‘social network’ and join the social web

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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 ?

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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

Quick check…
71% of social network users are active in more than one social network
How many social networks do you belong to?
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“Pre-Web” Thinking?
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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
Decreased friction to rolling out new services
Decentralized approach means you can take your data and social graph wherever you want
Happy users
Social applications interoperate using well-known, agreed, open protocols
Big players increasingly gobble up smaller
Increased power of social silo applications
Decreased user choice
“Walled gardens”
No impetus to innovate
Social silos “own” all customer data and their social graph

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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)

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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

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
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Industry and individual Efforts
Open Social
Open Web Foundation
OpenID and Oauth
Portable Contacts
Open Micro-blogging Community (status.net)
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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?
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We need to support and nurture this emerging Social Web trend
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W3C Social Web Incubator Group
http://bit.ly/socialwebxg
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Thank you
Daniel Appelquist
Vodafone Group R&D
@torgo

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