Salim Ismail, RSS: The Publish/Subscribe Model

RSS: The Publish/Subscribe Model WebContent2007 Salim Ismail Keynote Presentation June 2007 Company Confidential

Publishing… The voluntary dissemination of data to anyone who wants it ERP Reporting RSS and ATOM Systems Blogs Feeds XML Publishing Systems Consumer Enterprise CMS UGC Intranets Wikis Slide 3 Copyright 2007

Web 2.0 – led by Blogs • Blogs exploding in use – With the rise of the web in the 90s, we had millions of readers, but relatively few publishers (e.g. CNN, CNet) – Now, due to the ease of publishing with blogs, we now also have millions of publishers • 1m in 01/04, 10m in 01/05 and over 100m today • A Syndication ecosystem has evolved – Ping servers, ping aggregators and blogging platforms all collaborate to disseminate RSS and Atom updates • Blogs now being ‘overtaken’ – Bloggers: stratifying into self-publishing journalists – MySpace, FaceBook, Bebo et al covering the rest Slide 5 Copyright 2007

Web 2.0 = Internet 3.0™ Information Evolution of the Internet Exchange Patterns What’s your Messaging Sending 80s Email email address? Request Web What’s your Searching 90s Response Browser Website? Publish What’s your RSS Watching 00s Subscribe Aggregator Feed? We are increasingly watching… Slide 8 Copyright 2007

Watching vs. Searching “I don’t read blogs—I read. Blogs are more searchable. Technorati and PubSub are more useful to me than Google.” Jonathan Schwartz, CEO, SUN Syndication facilitates ‘watching’ Watching is different from Searching Slide 9 Copyright 2007

Example - Search Prospective vs. Retrospective Coverage Watching Prospective Search Listening Retrospective Relevant Search (Google/Yahoo) Immediate Archives Material Age Tell me whenever X happens Slide 10 Copyright 2007

Blogs geared for text/HTML • RSS is used as a wrapper for text and a syndication mechanism – Atom is another, more evolved syndication spec A typical blog post today contains an opinion or specific Information (in text) Slide 12 Copyright 2007

Implications of Syndication Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process After User fills form (publish) data is syndicated users get updates Web 2.0 Web 1.0 Slide 14 Copyright 2007

Internet Information Flows Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Open Syndication Blogs or Branding Pings RSS Readers RSS Feeds Aggregators Web 2.0 Web 1.0 Web Pages Search Engines Browsers Walled Closed Syndication or Branding Garden DBs Slide 15 Copyright 2007

Business Models – Internet 3.0 Publish Aggregate Subscribe (syndicate) Search Engines RSS readers Blogs Social Networks Cell phones Photos Vertical Search Web Video Tagging CGM Aggregators Clients Slide 16 Copyright 2007

Internet Information Flows Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Blogs Open Syndication Ping-O-Matic WordPress SixApart or Branding Technorati NetVibes Newsgator IceRocket Aggregators Blogger RSS Feeds Pings Y!360 Weblogs.com Bloglines TechCrunch Edgeio Web 2.0 Firefox / Web 1.0 Flock Web Pages SearchYahoo! Engines Google AOL Browsers Microsoft Internet eBay Explorer Closed Syndication Monster Walled or Branding AutoTrader Gardens CraigsList Slide 17 Copyright 2007

Syndication in Enterprises • Primary examples are: – Documentation – Reporting • True syndication currently limited to departments – Data in silos – E.g. technical writing, finance Syndication is an organizational issue Slide 21 Copyright 2007

Internet 3.0 for Enterprises Most business systems today are ‘data’ oriented • Databases • Data warehouses • Knowledge Management BUT, businesses don’t run on data…. Businesses run on ‘events’ • New customer • Price change • Delivery notice • Spec change Slide 22 Copyright 2007

Implications for Businesses…. • Within the enterprise – Syndication of information ‘events’ as a paradigm will take hold • Sales lead management • Internal announcements • ‘Outside’ the enterprise – Low cost XML distribution (again, syndication) – Publish/syndicate information • Price changes • Supply chain • Product announcements Slide 23 Copyright 2007

Web 2.0 = Internet 3.0 Consumer • Open up the Hidden Web • Low cost to starting new business • VC models are threatened Enterprises • Business systems become event-driven rather than data-driven • Cost of deployment will drop dramatically • Implications for internal business structures Slide 25 Copyright 2007

Salim Ismail, RSS: The Publish/Subscribe Model

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