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What is the “Social Web” and Why Should I Care?<br />Daniel Appelquist<br />Vodafone Group R&D<br />29 October 2009<br />
One Channel<br />3<br />What is the “Social Web?”<br />November 10, 2009<br />
4<br />Centralized: Compuserve, AOL, Prodigy were dominating the market of online services<br />Closed: They were competin...
Open: Anyone can create a web site, the technology is standardized, no license needed</li></li></ul><li>5<br />Centralized...
Open: Anyone can create a ‘social network’ and join the social web</li></li></ul><li>6<br />Users of these services have r...
7<br />Reflected in some recent events<br />“Facebook: All Your Stuff is Ours, Even if You Quit”<br />Mashable, February 2...
Quick check…<br />71% of social network users are active in more than one social network<br />How many social networks do ...
9<br />What is the “Social Web?”<br />November 10, 2009<br />
10<br />What is the “Social Web?”<br />November 10, 2009<br />
“Pre-Web” Thinking?<br />11<br />What is the “Social Web?”<br />November 10, 2009<br />
12<br />What is the “Social Web?”<br />November 10, 2009<br />Scenarios<br />Fragmentation<br />Social Web<br />Consolidat...
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
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Daniel Appelquist's Presentation at Emerging Communication Conference & Awards 2009 Europe

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

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