Meet the Containers
Google I/O
May 28, 2008

Agenda
1. Introduction - Patrick Chanezon
2. Current Containers:
hi5 - Paul Lindner
iGoogle - Kevin Tom
imeem - Sachin Rekhi
MySpace - Max Newbould
Orkut - Manu Rekhi
3. Upcoming containers:
A surprise....well, maybe not anymore.. :)
LinkedIn - Brandon Duncan
Netlog - Pieter De Schepper
Ning - Jay Parikh
Yahoo! - Xavier Legros
Friend Connect - Kevin Marks
4. Q&A

OpenSocial overview
74 days old
275,000,000 users
66,000,000 installs
2,000+ apps
20,000 developers
10,000,000 daily app users

hi5
#1 social network in 26 countries:
Latin America & Caribbean Africa Europe
Mexico Cote d'Ivoire Portugal
Venezuela Peru Ghana Romania
Costa Rica Nicaragua Tunisia Greece
Honduras Dominican Republic Cyprus
Ecuador Cuba Asia Malta
El Salvador Jamaica Thailand Albania
Guatemala Barbados Mongolia Macedonia
Luxembourg
80M+ registered members
40M WW monthly uniques

hi5 — Truly Global Social Network
hi5 Traffic Across the Globe
25
15 %
% 20
10 %
%
30
%

hi5 User Demographics

Platform Results
Production launch March 31st
Full launch to 100% of users one week later
65 applications at launch
647 today in 21 categories
Averaging > 1 million new installs each day
10 apps with > 1 million installs, 8 more with > 500k installs
Top apps getting > 1 million daily canvas views
Over 6m daily canvas views
53% of active users have at least one application installed
Active users average ~3 apps on every profile, with as many as 23

Production Shindig Stats
Currently 42 API/Shindig servers
Over 30 billion requests in the last 30 days
Servers processing on average 200 req/s, 4-500 possible
Overall Traffic peak > 10k req/s
Significant efforts invested in making shindig work well with caching
in the browser and on Akamai.
Learnings contributed back to Community

Coming Soon!
Volunteer Translation system for hi5.com and OpenSocial Apps.
Beta version of 0.8 today
http://sandbox.hi5.com/
Allow devs to test with production/beta gadget server
Extending REST API
Messaging, More...
OpenID Provider
OAuth
FriendConnect

iGoogle
Google's Personalized Homepage
Each page is as unique as the person who creates it
Private page focused on content
The original home of gadgets
iGoogle Users
Tens of millions worldwide
One of Google's fastest growing products the past two years
50% in the US and 50% outside
Supported Languages and Countries
http://code.google.com/apis/igoogle/docs/i18n.html

iGoogle

iGoogle
Ads
Any provider, only in the canvas view
Soliciting feedback from users
Updates
5 per user per day
Test with the sandbox developer tools
Notifications (requestSendMessage)
10 per user per day
Coming to the sandbox

iGoogle
Sandbox Progress and Roadmap
4/21: Sandbox launched
5/19: UI improvements pushed to sandbox
Coming soon: Updates to the Themes API
As available: OpenSocial API updates
Consumer Release Plan
June: Canvas view and updated UI
Later this summer: OpenSocial, Updates, Notifications
More details as we approach releases

iGoogle
Sign-up for the Sandbox
http://www.google.com/ig/sandbox
Stay up-to-date
http://igoogledeveloper.blogspot.com
Feedback and Discussion
http://groups.google.com/group/Google-Gadgets-API
Chat on IRC
irc.freenode.com#opensocial

imeem
imeem is the leading social network where users can discover, interact and express
themselves with media, including music, video and photos.
Audience
• Third largest social network in the US (comScore, Quantcast)
• 24 million unique users each month to imeem.com
Personal Expression through Music and Media
• Upload unlimited amounts of music, video and photos to customizable user profiles
• Free on-demand and interactive streaming
• Create custom playlists (music, video and photo)
• Connect with fans with similar media tastes
• Embeddable playlist widgets for any third party site (Facebook, Friendster)

imeem Media Platform
http://www.imeem.com/developers

imeem Media Platform
http://www.imeem.com/developers

imeem Media Platform
Developer Home
http://www.imeem.com/developers
Developer Documentation
http://www.imeem.com/developers/documentation
Developer Forums
http://www.imeem.com/groups/zJqqiqve/forums
Developer Blog
http://groups.imeem.com/zJqqiqve/blogs

MySpace
Overview
OpenSocial on MySpace – now 7 months old, soft-launched back
in February
Supporting REST APIs – over a year old
#1 social network in the US (source: Nielsen)
110+ million active users
12% of all Internet minutes are spent on MySpace (source:
business week)
Not just the 14-25 market, 45% of users are over 35, 40% of all
mothers in US have profiles (source: business week, 5/21/2008)
Twice the size of nearest competitor (source: Media Metrix /
comScore)
MDP supports 24 languages currently

MySpace
Platform Status
Currently moving towards OpenSocial 0.8
Application Communication Channel debuting soon – Invites, Notifications,
Custom Activities and more!
requestShareApp
Activities
Encouraging a shift in apps, from fun and whimsical to useful and valuable
– lengthen application usage life span and increase user engagement
Major focus on scaling and performance
Release notes with each build
Increasing transparency into forthcoming features
What’s coming?
Remote container package to run apps on remote domains with full
functionality
Client libraries (AS3, .Net)
OpenSource Add-Ons
UI Widgets - FriendPickers
JS Libs - Commonly used OS/MySpace bits

MySpace
High Level Stats (as of 5/23/08)
14,425,894 application installs
1400 applications created
10,289 average installs for an application
57,804 approved developer accounts
Too many caffeinated drinks to count

MySpace
Fostering the Ecosystem
All groups in MySpace Developer Platform actively monitoring channels
Developer Site and Forums – http://developer.myspace.com
IRC – irc.freenode.net #myspacedev
Email – developerrelations@myspace.com
Twitter – MySpaceDevTeam
DevJams – Range in length from 2-8 hours, devs bring their laptops
and get first hand instruction and help from MDP team members
Recent DevJams – Mexico City, Beijing, Tokyo, Seoul, London,
Berlin, Seattle, Stockholm, San Francisco
Upcoming DevJams - UK, Italy, France, Russia
Free Application Press Releases
Apply at myspace@spark.pr.com
Editorial Picks in Featured Apps

MySpace
Policy and Guidelines
Finely tuning application guidelines and terms of service to best fit
our user’s experience (most recent changes were personally done
by Tom!)
That’s right - We don’t allow 'incentivizing' viral methods
Viral methods require user action and are modally blocking (1
per action only)
Manual review process in full effect to catch contextual and
obfuscated violations (CSRF, Adult/Offensive Material)
100% monetization of canvas view goes to developer

MySpace
OpenSocial Extensions - MyOpenSpace
Videos
Photos
Photo Albums
Blog
Comments
Profile
Bulletins
Indicators (new messages, notifications, invites, etc)
Mood
Status
Friendship
More to come!

Orkut: Stats
11th largest website in the world (source: Alexa)
>60M active users (source: Comscore)
Significant presence globally. Dominant in Brazil and India
OpenSocial Stats:
OpenSocial available to ~50% of users
Directory contains 120+ applications
Millions of apps installed

Orkut: OS Timeline
To Date....
November - Sandbox launched
December - v0.6
January - v0.7
March - Limited release
April thru May - Launch to ~50% of all orkut users
Coming soon.....
June - Complete rollout to all users
Q3- Release support for v0.8

Orkut: OpenSource Foundations
Shindig
Gadget rendering service
Tens of millions requests per day for Orkut
Active community
Home of the reference implementations
In the works....
Harmonized RESTful API & OpenSocial JS
OAuth services for gadgets
Better security through Caja
We do minimal customization
Quickly replacing lots of custom code

Orkut - Developer communication
Reference (code.google.com/apis/orkut)
Blog (orkutdeveloper.blogspot.com)
Forum (groups.google.com/group/opensocial-orkut)
Recommendations
Latency - Less than 5 seconds on the canvas and less than
2 seconds on the profile
Security - Use signed makeRequest calls and escape all info
entered by the user (including profile fields!)
Respect the user - No auto-play, auto-activities, or sharing
information

And now the secret is out.....

LinkedIn is the leading network for experienced
professionals
>22 million members
Fastest growing social network: 361% YOY (source Nielsen)
9 million unique users visit each month (source Nielsen)
Representation at the Executive-level from all Fortune 500
companies
Average household income $140,000 (source NY Times)

Our Philosophy
LinkedIn serves a community of professionals
Our members want productivity apps, tools to assist in their
professional lives
This leads us down a different path than other containers
Leverage our proven monetization model to provide a
compelling business opportunity for developers

LinkedIn OpenSocial Platform
Built on Shindig (currently spec level 0.7)
Leveraging existing LinkedIn RESTful APIs
Support RESTful server-to-server calls
Sandbox available for partners Q2
Public launch Q3
Several key launch partners have committed to date

Partners
Currently selecting partners
Criteria: productivity apps, extend professional profile,
targeted verticals, etc.
We will open up over time as we build experience and
support infrastructure
Interested developers may contact us now:
developers@linkedin.com

What is Provided
Home, Profile, and Canvas views
Access to User Profile & Connection data
Access to 1-1 messaging
Post to Network Updates feed
LinkedIn Extensions:
Expose degree distance in Person object
Expose number of connections in Person object

THE NETLOG USERBASE
More than 35,000,000 members
More than 35,000,000 unique monthly visitors
More than 4,000,000,000 pageviews/month
Alexa Top-100 / ComScore Europe Top-10 ranking
More than 20 languages
More than 20 countries
Market leader or challenger in most European countries

Our philosophy?
USER IS KING

Our goal?
QUALITY APPS

OUR GUIDELINES
We’ll whitelist apps, because ...
we dislike autoplay (in profile view)
no ads on “profile” view
no spam apps
Localisation & translation
We can help you!

APPLICATION ECOSYSTEM
App integrates with the user through
blog, photos & videos (developer powered)
to eg. inform about upcoming releases
Direct communication with app-users
improve usage and poll dedicated users

CREDITS ECONOMY
Your app can charge credits
per install / certain actions / timeframe
Payout of 65% of net revenue of your app’s credits
Based on credits exchange rate
One of the features of the Netlog OpenSocial extension

ROADMAP
Now: OpenSocial Sandbox public
June 5th: Deadline first applications
June 9th: Soft launch on English distribution
June 23rd: Full launch on English distribution
Shortly after: other distributions

apps@netlog.com
netlog.com/go/developer

Ning
Ning is a mainstream
Internet service
for creating your own social network for
anything.

OpenSocial on Ning
Gadgets can run on 285,000+ social networks
that reach over 27M uniques per month
Members can add Gadgets to their profile pages
and – uniquely – the social networks
Gadgets can take advantage of Ning’s viral
features to quickly spread across both users and
networks

OpenSocial Status on Ning
Live in production with OpenSocial 0.5 since Nov
2nd
0.7 support expected in late-June
Look for announcement details on http://blog.ning.
com

“My Page”
Gadgets help members express themselves with
more personalization and customization
Gadgets can be added to Profile Pages, just like
any other Ning feature

Canvas
The Canvas View provides Gadgets with a full
page view within the network
This additional space lets the Gadget expose
more functionality and content to members

Yahoo!
Yahoo! Open Strategy
&
Open Social

Why Yahoo!
600M UU
10B relationships
180B page views
#1 in 7 verticals

Yahoo! Open Strategy
Yahoo! Social Technologies
Yahoo! Application Platform

Yahoo! Social Technologies
Social Directory:
User data + connections
Updates
Presence

Yahoo! Social Technologies
Social Directory
Updates
Presence

Yahoo! Application Platform

Yahoo! Application Platform
App = bundle of views
Small view and Full page view
Search Monkey available now
OpenSocial in full page view
Working on 0.7 spec
Development choices

Yahoo! Application Platform
Development choices:
Developer hosted
Yahoo! hosted
SimplePHP
HTML + JS + YML

Yahoo! Application platform

Yahoo! Application platform

Yahoo! Application platform

Yahoo! Open Strategy
Open for Innovation
Developers Welcome

Google Friend Connect

Google Friend Connect
Users
... more ways to do more things with my friends
Site owners
... more (and more engaged) traffic for my site
App developers
... more reach for my apps
http://google.com/friendconnect/
sign up for the preview release

ingridmichaelson.com

bibleapps.com

my blog

Q&A