06 Exploring The Borderless Web 2.0 Era


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06 Exploring The Borderless Web 2.0 Era

  1. 1. Web 2.0 Basics<br />1<br />
  2. 2. What Is Web 2.0?<br />2<br />
  3. 3. Definition<br />The term &quot;Web 2.0&quot; is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design and collaboration on the World Wide Web. – Wikipedia<br />A WWW environment which allows users to interact and create new business models when WWW interaction is not possible – Wesley Shu<br />3<br />
  4. 4. From Web 1.0 to Web 2.0<br />4<br />
  5. 5. Internet Features for Web 2.0<br />Long Tail: see the Presentation<br />Ubiquity: Internet can reach everywhere<br />Network Externality: Positive feedback makes large networks get larger – demand-side economies of scale<br />Metcalfe’s law: The value of a network goes up as the square of the number of users.<br />5<br />
  6. 6. Internet Features for Web 2.0<br />Zero marginal cost<br />Transaction cost – search, contract, coordination<br />6<br />
  7. 7. Examples to Show Difference<br /> MapQuest vs. Google Maps<br />Britannica vs. Wikipedia<br />Alta Vista vs. Google Search<br />Online Translation Sites vs. Google Translator <br />7<br />
  8. 8. The world participates with us.<br />The world is our market.<br />8<br />
  9. 9. The World Participates with Us<br />Wiki – Wikipedia<br />Mass Collaboration<br />Soft Security<br />9<br />
  10. 10. Wikipedia Basic Principles<br />Hawaiian “Wee Kee Wee Kee,” means fast<br />The Interface is the web browser, cf. FrontPage or Dreamweaver<br />Collaboration instead of protection<br />Wiki Demonstration<br />10<br />
  11. 11. Wikipedia Basic Principles<br />Mass collaboration – everyone in the world is our collaborator.<br />Simple editing<br />Real Time<br />Version preservation<br />Rollback<br />Discussion<br />11<br />
  12. 12. Wikipedia Basic Principles<br />Soft security<br />Built on “Network Externality”<br />12<br />
  13. 13. Wikipedia Basic Principles<br />Soft security<br />Nature * - comparing the accuracy of 42 science entries in Wikipedia with that of the online Encyclopedia Britannica. <br />Each had four serious errors<br />Wikipedia had 162 minor errors; Britannica 123<br />Wikipedia can revise immediately<br />13<br />* Giles, J. &quot; Jimmy Wales&apos; Wikipedia comes close to Britannica in terms of the accuracy of its science entries, a Nature investigation finds,&quot; Nature, Volume 438, Number 7070, p900, December 15, 2005.<br />
  14. 14. Wikipedia Basic Principles – Soft Security<br />14<br />
  15. 15. Wikipedia Basic Principles – Soft Security<br />15<br />Laozi, “天下莫柔弱於水,而攻堅強者莫之能勝,以其無以易之。”<br />Under heaven nothing is more soft and yielding than water. Yet for attacking the solid and strong, nothing is better; For they can find no way of altering it.<br />
  16. 16. Security is achieved by hard-core protection.<br />Soft-security protects us.<br />16<br />
  17. 17. PC is a transactional platform, and the Internet is its extension. <br />The Internet is a platform, and PC is only its interface.<br />17<br />
  18. 18. Syndicator<br />Jimbo Wales’ job: syndicator, not even a coordinator – to construct a platform for people to participate and collaborate.<br />18<br />
  19. 19. How Can You Harness the Collaborative Intelligence?<br />Blogging<br />RSS<br />Tagging<br />Facebook<br />Twitter<br />19<br />
  20. 20. Significance of Blogging<br />Chronological - feed-centric delivery protocol with RSS as the tool<br />live web, sense of evolution<br />Interactive marketing – deliver appropriate ads based on the nature of the blog. How? - Tagging<br />20<br />
  21. 21. Folksonomy<br />Versus Taxonomy<br />Social bookmarking<br />E.g., Delicious, Diigo<br />Tagging, networking, sharing<br />May hold the key to developing a Semantic Web, in which every Web page contains machine-readable metadata that describes its content. (cf., Web 3.0)<br />Data about data.<br />21<br />
  22. 22. RSS<br />Really Simple Syndicator<br />A tool for news feed.<br />Microblog = blog + RSS<br />22<br />
  23. 23. Global participation is not crucial for our business value. <br />Our new business model facilitates global participation. <br />23<br />
  24. 24. Our new business model facilitates global participation. <br />Is Google a search engine?<br />Yes, but more than that!<br />Google wants to be the Architect of Participation and the search engine is only its important tool.<br />24<br />
  25. 25. Google’s Mechanism – PageRank<br />Page B has the highest rank because it has the most links with the most values.<br />Page C has higher rank than Page E because the link it has is of much higher value.<br />25<br />
  26. 26. Google’s Mechanism – PageRank<br />Suppose A, B, C, and D – four pages and B, C, and D link to A<br />If B, C, and D have no other links:<br />If they have links:<br />In General:<br />The more links a page has, the less values do its links have.<br />The more links a page has from important pages, the more values does it have.<br />set Bu contains all pages linking to page u.<br />26<br />
  27. 27. Google’s Participation<br />Cf., Alta Vista, Yahoo! Search, etc.<br /># of links<br /># of keywords<br />The more pages are on the Internet, the more effective would Google search be. <br />27<br />
  28. 28. Google’s Participation<br />Then, Google needs to call people to participate - AdSense, in addition to its powerful search<br />AdSense<br />AquiredDoubleClick<br />Interactive Marketing (ad based on the content of the webpage)<br />But more…<br />28<br />
  29. 29. AdSense<br />Strategic tool for becoming the architect of participation<br />Making money by hosting Google Ads. <br />More participation, more data, better ‘core competence’ – unique database!<br />But the ‘core’ of Google is small – relying on ‘mass collaboration’<br />But the boundary of Google thus is the whole world.<br />29<br />
  30. 30. Google Philosophy<br />“The most important thing in life is to learn how to give out love, and to let it come in.” – Morrie Schwartz <br />「天長地久,天地所以能長且久者,以其不自生,故能長生。是以聖人後其身而身先,外其身而身存。非以其無私邪?故能成其私。」- Laozi<br />30<br />
  31. 31. Google Philosophy<br />Heaven is eternal, the Earth everlasting.<br />How come they to be so? It is because they do not foster their own lives;<br />That is why they live so long.<br />Therefore the Sage puts himself in the background; but is always to the fore.<br />Remains outside; but is always there.<br />Is it not just because he does not strive for any personal end That all his personal ends are fulfilled?<br />31<br />
  32. 32. Unique database is our core competence.<br />Our database is one of our corporate assets. <br />32<br />
  33. 33. Prosumer<br />Webs hosting AdSense ads are Google’s production partners.<br />Prosumer/Content Provider<br />Website<br />clicks<br />Visitor<br />Website + Ad<br />Advertisement<br />Advertiser<br />AdSense<br />Google/Architect<br />33<br />
  34. 34. Prosumer<br />Beyond Customer Centric<br />Customer Centric: We create the market for customers based on our marketing research<br />Prosumer: We let customers create markets.<br />34<br />
  35. 35. Prosumer<br />Lego’s Mindstorms<br />With programmable bricks, controlled by software<br />Upload to share<br />Lego’s Mindstorms<br />35<br />
  36. 36. Lego Mindstorms<br />36<br />
  37. 37. Lego Mindstorms<br />Introduced in 1998<br />Lego threatened lawsuits first against tinkers<br />Now, the company encourages them!<br />Some users became their de facto designers<br />37<br />
  38. 38. Lego Mindstorms<br />Lessons learned from lego:<br />Give users access to raw content such as interviews as a means of providing greater transparency and accountability.<br />Provide tools and become a platform for user-generated rather than firm-generated content.<br />38<br />
  39. 39. Lego Mindstorms<br />Redesign all content to be a conversation rather than a corporate monologue.<br />Treat advertising as content too.<br />Use new distribution forms, including peer-to-peer networks.<br />Adapt content forms and schedules to user demands.<br />39<br />
  40. 40. Lego Mindstorms<br />40<br />
  41. 41. Design Your Own Products<br />Café Express<br />Mini USA<br />41<br />
  42. 42. The Internet is a content AND CONTEXT provider for our KM or CRM. <br />The Internet is a platform for KM or CRM.<br />42<br />
  43. 43. IP protection is the bottom-line. <br />Open source is the bottom-line.<br />43<br />
  44. 44. New business models are modified from previous ones.<br />Business models are brand new.<br />44<br />
  45. 45. Partners are within our supply chain, and the world consumes our provided value.<br />Partners are from everywhere. It is mass collaboration, and the world creates value with us.<br />45<br />
  46. 46. Open<br />Google Maps is open, so <br />Housingmaps.com = Google Maps + Graig’s List<br />Lego Mindstorms<br />Open Business Model – to be introduced<br />46<br />
  47. 47. Network externality helps us enlarge market share.<br />Network externality is everywhere.<br />47<br />
  48. 48. Success is built on others’ failure.<br />Success is achieved with everyone.<br />48<br />
  49. 49. Companies are combat units to enlarge business size.<br />Company boundaries are indistinguishable to benefit from network externality.<br />49<br />
  50. 50. Alexander is our role model.<br />Laozi is our role model.<br />50<br />
  51. 51. 七律·人民解放军占领南京 毛泽东 <br />钟山风雨起苍黄,<br />百万雄师过大江。 <br />虎踞龙盘今胜昔,<br />天翻地覆慨而慷。 <br />宜将胜勇追穷寇,<br />不可沽名学霸王。 <br />天若有情天亦老,<br />人间正道是沧桑。 <br />一九四九年四月 <br />51<br />
  52. 52. Homework<br />52<br />
  53. 53. Homework<br />Stephen Hawking: Asking big questions about the universe<br />Click ME!<br />
  54. 54. Homework<br />Philips Eletronics Tattoo<br />54<br />
  55. 55. Homework<br />55<br />Larry Lessig - How creativity is being strangled by the law<br />
  56. 56. Homework for Chinese Classes<br />