Web2.0 and What it Means for Business


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  • Web2.0 and What it Means for Business

    1. 1. Web 2.0 and what it means for business Rich Miller Research Scientist LexisNexis New Technology Research RE Web 2.0+ Working Group September 27, 2007
    2. 2. Background and Focus <ul><li>Background </li></ul><ul><ul><li>Ph.D. in Experimental Psychology (1988) </li></ul></ul><ul><ul><ul><li>with intention to go into software industry </li></ul></ul></ul><ul><ul><li>Human Factors and UI design </li></ul></ul><ul><ul><ul><li>AT&T Communications (1985-1991) </li></ul></ul></ul><ul><ul><ul><li>LexisNexis (1991-1999) </li></ul></ul></ul><ul><ul><ul><li>Structural Dynamics (1999-2000) </li></ul></ul></ul><ul><ul><li>Research Scientist </li></ul></ul><ul><ul><ul><li>LexisNexis (2000-) </li></ul></ul></ul><ul><li>Recent Focus </li></ul><ul><ul><li>User experience, HCI, advanced UIs </li></ul></ul><ul><ul><li>Web 2.0 and computing trends </li></ul></ul><ul><ul><li>Visualization </li></ul></ul><ul><ul><li>Rich Media </li></ul></ul>
    3. 3. Relative value of dinner vs. talk
    4. 4. If I give a $4 talk, will you be more satisfied with the Chef’s choice?
    5. 5. What is web2.0, anyway?? <ul><li>A collection of new technologies and approaches </li></ul><ul><ul><li>Network as platform </li></ul></ul><ul><ul><li>Continually-updated software and services </li></ul></ul><ul><li>A change in behavior more than technology </li></ul><ul><ul><li>The “read/write” web </li></ul></ul><ul><ul><li>The “you” era </li></ul></ul><ul><li>The web 2.0 video describes it well </li></ul><ul><ul><li>Supermarket 2.0 not quite as good </li></ul></ul><ul><li>It’s just the web – the newer parts </li></ul>
    6. 6. The web 2.0 tag cloud From wikipedia
    7. 7. Web 2.0 visualized
    8. 8. Web 2.0 is the web evolved
    9. 9. Web 2.0 site/application types <ul><li>Knowledge sources – wikipedia, GoogleMaps, del.ico.us, technorati </li></ul><ul><li>Tools and Office suites - google, thinkfree, zoho, zimbra, writely </li></ul><ul><li>Collaboration - socialtext , basecamp , Lotus Connections </li></ul><ul><li>Dashboards/homes/portals - netvibes , google, ms live / spaces </li></ul><ul><li>Places to put your stuff (PKB) – box.net , gmail, basecamp, flickr, S3 </li></ul><ul><li>Integrators and Organizers – get your stuff together and connect it to other people’s stuff – del.ico.us, blummy , pocketmod , rememberthemilk , lastfm , lala , </li></ul><ul><li>Clubs and networks – myspace, facebook, linkedIn , lastfm </li></ul><ul><li>Blogs and self-expression platforms - technorati , youtube , jumpcut , digg , or any site that promises 15 minutes of fame </li></ul><ul><li>TV-replacements and other less-useful offerings </li></ul><ul><ul><li>blogs that interest only the author </li></ul></ul><ul><ul><li>advertisements disguised as something else </li></ul></ul><ul><ul><li>anything that my kids are using for superflous communicaton with their friends – (meebo, myspace, xanga) </li></ul></ul>
    10. 10. Web 2.0 behaviors <ul><li>Consume </li></ul><ul><ul><li>Asking questions </li></ul></ul><ul><ul><li>Looking it up </li></ul></ul><ul><ul><li>Monitoring, counting and organizing </li></ul></ul><ul><li>Create </li></ul><ul><ul><li>Expressing oneself - as yourself or your cyberself </li></ul></ul><ul><ul><li>Creating and remixing </li></ul></ul><ul><ul><li>Self-improving </li></ul></ul><ul><li>Connect </li></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Discussing </li></ul></ul><ul><ul><li>Pontificating </li></ul></ul>
    11. 11. The web2.0 triangle create consume connect/share As applications mature, they move toward the middle, e.g. GoogleMaps adding mymaps
    12. 12. Web Trends 2007
    13. 13. Who is participating in web 2.0? <ul><li>By now, every user by now has participated in some form </li></ul><ul><ul><li>Web 2.0 approaches are permeating the web </li></ul></ul><ul><li>Huge growth of participatory web sites </li></ul><ul><ul><li>668% increase in last 2 years </li></ul></ul><ul><ul><li>Now account for 12% of the web! </li></ul></ul><ul><li>Not just for youngsters </li></ul><ul><ul><li>Wikipedia:18-34 tend to consume what 35-55+ produce </li></ul></ul><ul><ul><li>Youtube: 18-24 less likely to upload than are older users </li></ul></ul><ul><li>Participation is viral (like viral marketing) </li></ul><ul><ul><li>Example: RE Revolve blog site </li></ul></ul><ul><li>Usage patterns continue to emerge </li></ul><ul><ul><li>e.g. top 3 Youtube users (source: Hitwise / Claritas ) </li></ul></ul><ul><ul><ul><li>Young Digerati </li></ul></ul></ul><ul><ul><ul><li>Money and Brains </li></ul></ul></ul><ul><ul><ul><li>Bohemian Mix </li></ul></ul></ul>
    14. 14. How web 2.0 is changing the user experience <ul><li>Networked applications provide more context and continuity – apps depend on one another </li></ul><ul><li>AJAX-enabled interactions </li></ul><ul><ul><li>Staying in place </li></ul></ul><ul><ul><li>Preservation of task flow </li></ul></ul><ul><li>Rich internet applications (RIAs) are emerging, displacing the page metaphor </li></ul><ul><ul><li>Powerful, smoother, visually-stable applications </li></ul></ul><ul><ul><li>Animation provides more engaging experience </li></ul></ul><ul><li>Line between desktop and online blurring </li></ul><ul><ul><li>For the “occasionally connected” </li></ul></ul><ul><ul><li>Users want more applications online </li></ul></ul><ul><li>Metadata-driven navigation </li></ul><ul><ul><li>Tagging and faceted browse (e.g. TotalSearch) </li></ul></ul><ul><li>Applications are now increasingly visual </li></ul>
    15. 15. Brave New World of online communities The “participatory web” is now 12% of the web itself Where’s LinkedIn? Is there such a thing as “web2.0 participatory hangover?”
    16. 16. The web 2.0 social conundrum #1 <ul><li>The pressure to make friends </li></ul><ul><li>My last.fm social network: </li></ul>Nathan A. W. from Canada Elin from Sweden me < friends nearest neighbors > My daughter buddy from cinci Dayton campus buddy
    17. 17. The web 2.0 social conundrum #2 <ul><li>Wondering if they will pay attention and like it </li></ul><ul><li>Reactions to my youtube video : </li></ul>friend stranger daughter friend 7 people rated it 3 actually linked to it! approaching 1000 views Now 8 ratings, 1100+ views, 5 links, and 16 favorites
    18. 18. new sites appear every day, e.g…. Q: What does this have to do with anything? A: It demonstrates the “lowering barrier of entry”
    19. 19. The lowering barrier of entry <ul><li>The barrier of entry for competing on the web is approaching zero </li></ul><ul><li>Anyone wanting to start a web-based business can do so with very little startup costs </li></ul><ul><li>Hosting services are getting ridiculously cheap and it’s not just space you are getting for your money </li></ul><ul><ul><li>tons of tools come along with the space </li></ul></ul>
    20. 20. Now how much would you pay?
    21. 21. Ridiculously cheap hosting services It can get as cheap as $4 !
    22. 22. What does it mean for business? <ul><li>Web 2.0 is raising the bar of user expectations </li></ul><ul><ul><li>Users bring life experiences into the workplace </li></ul></ul><ul><li>Better applications are being created at an increasingly faster rate </li></ul><ul><ul><li>To compete, traditional businesses must selectively embrace the more nimble approaches </li></ul></ul><ul><ul><li>Prepare to face difficult tradeoffs </li></ul></ul><ul><li>Strategy must include… </li></ul><ul><ul><li>How to leverage the participatory nature of the web behind the firewall </li></ul></ul><ul><ul><li>How to leverage the “free web” without compromising quality, security, and profit making </li></ul></ul><ul><ul><li>Overall, fostering a web 2.0 mentality </li></ul></ul><ul><ul><ul><li>e.g, Can’t beat em, join em </li></ul></ul></ul>
    23. 23. Using analytics to guide decision-making Required reading for New Technology Research staff Formula for success = leverage the web + be more nimble + use analytics-driven decision-making process? See also: pre-book article
    24. 24. RE Web 2.0 projects and products <ul><li>LexisNexis </li></ul><ul><ul><li>Patents and sentiment analysis applications offering “rich user interfaces” and charting/visualization </li></ul></ul><ul><ul><li>Several projects in the works around social computing </li></ul></ul><ul><li>Elsevier </li></ul><ul><ul><li>Engineering Village – for patents researchers </li></ul></ul><ul><ul><li>Scopus </li></ul></ul><ul><ul><ul><li>2collab – beta offering collaboration tools for researcher </li></ul></ul></ul><ul><ul><ul><ul><li>del.icio.us-like interface includes bookmarks, tags, user-groups, and comments.   </li></ul></ul></ul></ul><ul><ul><li>Plans for rich internet applications </li></ul></ul><ul><li>Reed Business Information </li></ul><ul><ul><li>Hotfrog – self-publishing business directory </li></ul></ul>
    25. 25. What does it mean for UX? <ul><li>The best UIs are coming out of web 2.0 </li></ul><ul><ul><li>e.g. Google Maps, flickr, del.ico.us, etc. </li></ul></ul><ul><li>Designers should live the web2.0 life </li></ul><ul><ul><li>Go ahead, it’s fun! </li></ul></ul><ul><li>The designer’s toolbox is being greatly expanded to include many more options </li></ul><ul><ul><li>e.g. AJAX enables a whole set of new interactions </li></ul></ul><ul><li>Tools are becoming easier to use </li></ul><ul><ul><li>Designers can get closer to implementation </li></ul></ul>
    26. 26. 6 themes of designer role change <ul><li>See article: Web 2.0 for Designers </li></ul><ul><ul><li>Writing semantic markup </li></ul></ul><ul><ul><ul><li>transition to XML) </li></ul></ul></ul><ul><ul><li>Providing Web services </li></ul></ul><ul><ul><ul><li>moving away from place) </li></ul></ul></ul><ul><ul><li>Remixing content </li></ul></ul><ul><ul><ul><li>about when and what, not who or why) </li></ul></ul></ul><ul><ul><li>Emergent navigation and relevance </li></ul></ul><ul><ul><ul><li>users are in control) </li></ul></ul></ul><ul><ul><li>Adding metadata over time </li></ul></ul><ul><ul><ul><li>communities building social information) </li></ul></ul></ul><ul><ul><li>Shift to programming </li></ul></ul><ul><ul><ul><li>separation of structure and style) </li></ul></ul></ul><ul><ul><li>#7 candidate? – design for placelessness or ubiquitous computing </li></ul></ul>
    27. 27. Task- oriented UIs (3) <ul><li>The interface changes slightly </li></ul><ul><li>to let you focus on likely tasks </li></ul>From tutorial by trulia
    28. 28. Task- oriented UIs (4) <ul><li>The interface guides you along a list of tasks </li></ul>From tutorial by trulia
    29. 29. Task-focused UI example: lala
    30. 30. Task-focused UIs at work (4)
    31. 31. Task-focused UIs at work (6) From tutorial by trulia
    32. 32. Task-focused UIs at work (8) From tutorial by trulia
    33. 33. Task-focused UIs at work (10) From tutorial by trulia
    34. 34. From tutorial by trulia
    35. 36. Task-focused UIs at work (12)
    36. 37. From tutorial by trulia
    37. 38. Remember Maslow’s Hierarchy of Needs <ul><li>Companies that best satisfy human needs will win </li></ul><ul><ul><li>but don’t skip the more basic needs – e.g. security </li></ul></ul>See Rolf Skyberg (ebay) presentation Blogs, LinkedIn, Youtube MySpace, wikis 4-hour work week Privacy, Vidoop
    38. 39. The 7 original web 2.0 “memes” <ul><li>Rich User Experiences </li></ul><ul><li>Harnessing Collective Intelligence </li></ul><ul><li>The Web as Platform </li></ul><ul><li>End of the Software Release Cycle </li></ul><ul><li>Lightweight Software and Business Models </li></ul><ul><li>Software Above the Level of a Single Device </li></ul><ul><li>Data as the next “Intel Inside” </li></ul>
    39. 40. Rich user experiences #1 <ul><li>Definition and importance </li></ul><ul><ul><li>More engaging, interactive applications through leveraging improved capabilities of the web </li></ul></ul><ul><ul><li>A more “desktop-like” experience – drag/drop, highly interactive, smooth morphing of display </li></ul></ul><ul><ul><li>Rich components can be embedded in HTML pages </li></ul></ul><ul><li>Related concepts, technologies and issues </li></ul><ul><ul><li>Transcending the page metaphor </li></ul></ul><ul><ul><ul><li>Visually disruptive </li></ul></ul></ul><ul><ul><li>Rich Internet Applications ( RIAs ) </li></ul></ul><ul><ul><li>AJAX and eliminating page-refresh delays </li></ul></ul><ul><ul><ul><li>Stability of “place” and preservation of “flow” </li></ul></ul></ul><ul><ul><li>Adobe Flash/Flex/Apollo and MS Silverlight (WPF/E) </li></ul></ul><ul><ul><li>Widgets and components – widgetbox.com </li></ul></ul><ul><ul><li>Charting, visualization, and animation </li></ul></ul>
    40. 41. <ul><li>Examples </li></ul><ul><ul><li>Google – Gmail/Office, Google Finance </li></ul></ul><ul><ul><li>EditGrid , Thinkfree , ZOHO, office apps </li></ul></ul><ul><ul><li>Backbase , Wrike PIMs </li></ul></ul><ul><ul><li>Sales bubble chart (visual i/o) </li></ul></ul><ul><ul><li>Flex Store (Adobe) </li></ul></ul><ul><ul><li>LN TotalPatent </li></ul></ul><ul><ul><li>Amazon book browser </li></ul></ul><ul><li>What it means </li></ul><ul><ul><li>People like them </li></ul></ul><ul><ul><li>Broader canvas/toolset for design </li></ul></ul><ul><ul><li>Break out of page metaphor, but seek optimal combinations of HTML + RIAs </li></ul></ul><ul><ul><li>Option for more types of richer interactions </li></ul></ul><ul><ul><li>Stability of “place” and preservation of “flow” </li></ul></ul><ul><ul><li>Keep issues in mind: </li></ul></ul><ul><ul><ul><li>link structure, usage analytics, lack of GUI standards </li></ul></ul></ul>Rich user experiences #2
    41. 42. Rich Internet Applications (2) <ul><li> Apparent performance gains </li></ul><ul><ul><li>Smaller chunks of the page load faster than the whole page </li></ul></ul>
    42. 43. Rich Internet Applications (3) <ul><li> Instant feedback: minimized reloads </li></ul>
    43. 44. Harnessing collective intelligence #1 <ul><li>Definition and importance </li></ul><ul><ul><li>The most important, defining meme of web 2.0 </li></ul></ul><ul><ul><li>Empowering user community to contribute its intelligence </li></ul></ul><ul><ul><ul><li>… using links, user-provided content, and comments on content </li></ul></ul></ul><ul><ul><li>Leads to software that “makes itself smarter the more people use it” </li></ul></ul><ul><ul><li>Generating information from “the wisdom of the masses” </li></ul></ul><ul><ul><ul><li>Majority of people sharing common experience tend to be better than experts </li></ul></ul></ul><ul><li>Related concepts, technologies and issues </li></ul><ul><ul><li>collaboration </li></ul></ul><ul><ul><li>user-generated content </li></ul></ul><ul><ul><li>“ network effects” </li></ul></ul><ul><ul><li>“ database of intentions” and “architecture of participation” </li></ul></ul><ul><ul><li>the long tail </li></ul></ul><ul><ul><li>blogs and wikis </li></ul></ul><ul><ul><li>tags and folksonomies </li></ul></ul>
    44. 45. <ul><li>Examples </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>de.lici.ous and Flickr </li></ul></ul><ul><ul><li>MySpace, Facebook, LinkedIn </li></ul></ul><ul><ul><li>Amazon tags / Yahoo myweb </li></ul></ul><ul><ul><li>Elsevier Engineering Village & RBI Hotfrog </li></ul></ul><ul><li>What it means </li></ul><ul><ul><li>Consider how user contributions might enhance new or existing applications </li></ul></ul><ul><ul><li>Anticipate a new set of interactions </li></ul></ul><ul><ul><ul><li>Tagging, uploading, commenting, navigating via user-generated data </li></ul></ul></ul><ul><ul><li>Look for opportunities to </li></ul></ul><ul><ul><ul><li>Harness intelligence behind the firewall </li></ul></ul></ul><ul><ul><ul><li>Use “free web” intelligence to enhance “subscription web” applications </li></ul></ul></ul>Harnessing collective intelligence #2
    45. 46. Architecture of Participation Slide: Dion Hinchcliffe
    46. 47. Web as platform #1 <ul><li>Definition and importance </li></ul><ul><ul><li>Building apps on top of web resources </li></ul></ul><ul><ul><li>The place where our software and data is moving to </li></ul></ul><ul><ul><li>Products and services of all types are increasingly connected to the web </li></ul></ul><ul><li>Related concepts, technologies, issues </li></ul><ul><ul><li>Web services – e.g. amazon S3 </li></ul></ul><ul><ul><li>Mashups, remixability </li></ul></ul><ul><ul><li>Open APIs </li></ul></ul>
    47. 48. Web as platform #2 <ul><li>Examples </li></ul><ul><ul><li>Yahoo Pipes blog </li></ul></ul><ul><ul><li>FlashEarth mashup </li></ul></ul><ul><ul><li>Youtube video embedding </li></ul></ul><ul><ul><li>Amazon S3 </li></ul></ul><ul><li>What it means </li></ul><ul><ul><li>Think bigger </li></ul></ul><ul><ul><li>New aspect of design is how to leverage and integrate networked resources </li></ul></ul><ul><ul><li>How do opportunities change when your product requires authentication for access? </li></ul></ul><ul><ul><li>Learn about and play with APIs and web services </li></ul></ul>
    48. 49. End of the Software Release Cycle #1 <ul><li>Definition and importance </li></ul><ul><ul><li>A departure from traditional, discrete release cycles in favor of gradual rollout and improvement of applications </li></ul></ul><ul><ul><li>The “perpetual beta” has been enabled by the web and SaaS (software as a service) </li></ul></ul><ul><li>Related concepts, technologies, issues </li></ul><ul><ul><li>Software as a Service </li></ul></ul><ul><ul><li>Constant, 2-way connection to users </li></ul></ul><ul><ul><li>Users as co-developers </li></ul></ul><ul><ul><li>Users willing to accept accompanying imperfections </li></ul></ul><ul><ul><li>Uptime and scaling very important </li></ul></ul>
    49. 50. End of the Software Release Cycle #2 <ul><li>Examples </li></ul><ul><ul><li>Google the master </li></ul></ul><ul><ul><li>Flickr has new builds every 30 minutes </li></ul></ul><ul><li>What it means </li></ul><ul><ul><li>Less reliance on pre-release usability testing and more reliance on collecting and analyzing usage analytics </li></ul></ul><ul><ul><li>User expectation is one of gradual improvement, not “big bang” releases with list of “what’s new” features </li></ul></ul><ul><ul><li>More frequent, intimate interaction with users </li></ul></ul><ul><ul><ul><li>… likely in cyberspace </li></ul></ul></ul>
    50. 51. Lightweight Software and Business Models #1 <ul><li>Definition and importance </li></ul><ul><ul><li>Simplicity and nimbleness over completeness </li></ul></ul><ul><ul><li>The result of 15 years of web experience </li></ul></ul><ul><ul><li>Simplicity of technology and standards leads to ease in understanding and compliance </li></ul></ul><ul><li>Related concepts, technologies, issues </li></ul><ul><ul><li>Arms race – newer companies have advantage with newer tools and standards </li></ul></ul><ul><ul><li>10-20X productivity increases achieved </li></ul></ul><ul><ul><li>Open-platform business models > “self-distributing ecosystems” + “building on the shoulders of giants” </li></ul></ul><ul><ul><li>Spreading product beyond the boundaries of its site </li></ul></ul><ul><ul><ul><li>Through APIs, widgets, badges , syndication </li></ul></ul></ul>
    51. 52. Lightweight Software and Business Models #2 <ul><li>Examples </li></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>PHP and Ruby on Rails </li></ul></ul><ul><ul><li>Declarative programming </li></ul></ul><ul><ul><ul><li>what something is like, rather than how to create it, e.g. HTML, Adobe Flex MXML </li></ul></ul></ul><ul><ul><li>Blogs and wikis </li></ul></ul><ul><ul><li>Microformats </li></ul></ul><ul><li>What it means </li></ul><ul><ul><li>Easier tools means better teamwork between designers and developers </li></ul></ul><ul><ul><ul><li>Designers can get more technical </li></ul></ul></ul><ul><ul><li>Quicker and more frequent design iteration </li></ul></ul><ul><ul><li>Trading off feature depth for development speed? </li></ul></ul>
    52. 53. Software above level of single device #1 <ul><li>Definition and importance </li></ul><ul><ul><li>Supports ubiquitous computing from anywhere using any device </li></ul></ul><ul><li>Related concepts, technologies, issues </li></ul><ul><ul><li>Server-side office suites </li></ul></ul><ul><ul><li>Vertical vs. horizontal models </li></ul></ul><ul><ul><ul><li>Vertical – vendor-controlled ecosystem </li></ul></ul></ul><ul><ul><ul><li>Horizontal – open, cooperating ecosystem under no central control (e.g. blogosphere) </li></ul></ul></ul><ul><ul><li>Mobile 2.0 </li></ul></ul><ul><ul><ul><li>Mobile devices getting smarter and more sophisticated, accounting for more net traffic </li></ul></ul></ul><ul><ul><ul><li>New opportunities to serve, attract customers </li></ul></ul></ul>
    53. 54. Software above level of single device #2 <ul><li>Examples </li></ul><ul><ul><li>Google office </li></ul></ul><ul><ul><li>iTunes – not just for the ipod </li></ul></ul><ul><ul><li>Sony Connect </li></ul></ul><ul><ul><li>Zune Marketplace </li></ul></ul><ul><ul><li>Adobe Flash </li></ul></ul><ul><ul><li>The Blogosphere </li></ul></ul><ul><li>What it means </li></ul><ul><ul><li>Design above a single device </li></ul></ul><ul><ul><li>Think server-side tools </li></ul></ul><ul><ul><li>Anticipate various remote usage scenarios </li></ul></ul><ul><ul><li>Users will increasingly expect device-independent designs </li></ul></ul>
    54. 55. Data as the next “intel inside” #1 <ul><li>Definition and importance </li></ul><ul><ul><li>Information is the core value, more than software </li></ul></ul><ul><ul><ul><li>Databases are behind the market-leading products </li></ul></ul></ul><ul><ul><li>The “race is on” to own major classes of online data </li></ul></ul><ul><ul><ul><li>Many classes on data unclaimed – e.g. identity, public calendar events, parental control data, etc. </li></ul></ul></ul><ul><ul><li>The best way to establish and maintain control of a hard to recreate set of data is to let users do it. </li></ul></ul><ul><li>Related concepts, technologies, issues </li></ul><ul><ul><li>Data-driven applications </li></ul></ul><ul><ul><li>User-generated content </li></ul></ul>
    55. 56. Data as the next “intel inside” #2 <ul><li>Examples </li></ul><ul><ul><li>Images, charts and graphs </li></ul></ul><ul><ul><li>Geo maps and overlays – e.g. NAVTEQ </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Bookmarks – del.ici.ous </li></ul></ul><ul><ul><li>Books and merchandise - amazon </li></ul></ul><ul><li>What it means </li></ul><ul><ul><li>Remember that data can be the differentiator </li></ul></ul><ul><ul><li>Use data to define and enhance the UI </li></ul></ul><ul><ul><ul><li>e.g. surface data interesting to individual user rather than display same links everyone gets </li></ul></ul></ul><ul><ul><ul><li>e.g. create emergent navigation structures - navigation by tags or other user-generated metadata </li></ul></ul></ul>
    56. 57. Web 2.0 gravitational effect Slide: Dion Hinchcliffe
    57. 58. Common elements of success <ul><li>Data-driven </li></ul><ul><li>Decentralized ecosystems </li></ul><ul><li>Leveraged the user to add value </li></ul><ul><li>Platforms, not applications </li></ul><ul><li>Focused on The Long Tail </li></ul><ul><li>Monetized successfully </li></ul><ul><li>Motive force: collective intelligence </li></ul>source: Dion Hinchcliffe
    58. 59. The long tail <ul><li>Studying and servicing micromarkets </li></ul><ul><li>Requires an automated customer self-service </li></ul>source: Dion Hinchcliffe
    59. 60. Essential Web 2.0 Ground Rules <ul><li>Ease of Use is the most important feature of any Web site, Web application, or program . </li></ul><ul><li>Open up your content and services as much possible. </li></ul><ul><ul><li>There is no future in hoarding information, only facilitating it. </li></ul></ul><ul><li>Aggressively add feedback loops to everything. </li></ul><ul><ul><li>Pull out loops that don’t matter and emphasize ones that do. </li></ul></ul><ul><li>Continuous release cycles. </li></ul><ul><ul><li>The bigger the release, the more unwieldy it becomes. </li></ul></ul><ul><ul><li>Organic growth is the most powerful , adaptive , and resilient . </li></ul></ul><ul><li>Make your users part of your products. </li></ul><ul><ul><li>They are your most valuable source of content , feedback , and passion . </li></ul></ul><ul><ul><li>Understand social architecture and Architectures of Participation. </li></ul></ul><ul><ul><li>Give up non-essential control, or your users may go elsewhere. </li></ul></ul><ul><li>Turning Applications Into Platforms. </li></ul><ul><ul><li>Original uses of software, services, and content are just the beginning. </li></ul></ul><ul><ul><li>Don’t create social communities just to have them. </li></ul></ul><ul><ul><li>But do empower inspired users to create them. </li></ul></ul>source: Dion Hinchcliffe
    60. 61. Enterprise 2.0 #1 <ul><li>Enterprise adoption of web 2.0 fueled by Seminal 2006 article by Andrew McAfee </li></ul><ul><ul><li>Web 2.0 tools as solution for collaboration </li></ul></ul><ul><ul><li>“Emergent, freeform, social applications for use within the enterprise” </li></ul></ul><ul><ul><li>2 main problems w/ channels & platforms: </li></ul></ul><ul><ul><ul><li>Many users unhappy with email/IM channels and intranet/portal platform </li></ul></ul></ul><ul><ul><ul><li>Current tools not good at capturing knowledge </li></ul></ul></ul><ul><ul><li>Solution: make the practices and outputs of knowledge workers visible through the use of blogs, wikis and other tools </li></ul></ul>
    61. 62. Enterprise 2.0 #2 <ul><li>SLATES </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Linking </li></ul></ul><ul><ul><ul><li>connect information together into a meaningful information ecosystem using the model of the Web </li></ul></ul></ul><ul><ul><li>Authorship </li></ul></ul><ul><ul><ul><li>low-barrier social tools enabling users to easily make content consumable by others </li></ul></ul></ul><ul><ul><li>Tagging </li></ul></ul><ul><ul><ul><li>allows users to create meaningful, useful, and emergent organizational structures </li></ul></ul></ul><ul><ul><li>Extensions </li></ul></ul><ul><ul><ul><li>spontaneously provide intelligent content suggestions similar to Amazon's recommendation system </li></ul></ul></ul><ul><ul><li>Signals </li></ul></ul><ul><ul><ul><li>let users know when enterprise information they care about has been published or updated, such as when a corporate RSS feed of interest changes </li></ul></ul></ul><ul><li>“… authoring creates content, links and tags knit it together; and search, extensions, tags and signals make emergent patterns in the content visible, and help people stay on top of it all” </li></ul>
    62. 63. Why is enterprise 2.0 different? <ul><li>forces conspire to provide resistance to productivity </li></ul><ul><li>- tools and process require too much effort </li></ul><ul><li>maturation of techniques that leverage how people work best </li></ul><ul><li>realization of the power of emergent solutions over pre-defined solutions </li></ul><ul><li>nearly zero-barriers to use </li></ul>
    63. 64. Enterprise 2.0 Products <ul><li>Blogging </li></ul><ul><ul><li>Movable Type </li></ul></ul><ul><li>Wiki </li></ul><ul><ul><li>SocialText , Confluence </li></ul></ul><ul><li>RSS </li></ul><ul><ul><li>Attensa , NewsGator , SimpleFeed </li></ul></ul><ul><li>Suites </li></ul><ul><ul><li>ConnectBeam , Blogtronix , KnowNow </li></ul></ul><ul><ul><li>Lotus Connections </li></ul></ul><ul><ul><li>Webex Connect </li></ul></ul><ul><ul><li>Thinkfree , Zoho , Zimbra </li></ul></ul>
    64. 65. Connectbeam <ul><li>Demo video </li></ul>
    65. 66. Product development 2.0
    66. 67. What’s next? <ul><li>User expectations will continue to grow </li></ul><ul><li>Dominant player and “federation of losers” for each major service </li></ul><ul><li>Big shakeout of blogging/social sites </li></ul><ul><ul><li>Way too many offerings </li></ul></ul><ul><li>Offline/Online boundary continues to blur </li></ul><ul><li>RIAs and HTML coexist in various appropriate combinations </li></ul><ul><li>Web 2.0 hits the enterprise in a big way </li></ul><ul><li>Watch out for mobile </li></ul><ul><li>Virtual worlds continue to emerge </li></ul><ul><ul><li>Second Life continues to draw attention from businesses </li></ul></ul>
    67. 68. Questions?