Web 2.0 V49

Slide 1: Web 2.0 Ed Yourdon and collaborators worldwide email: ed@yourdon.com Website: www.yourdon.com Blog: www.yourdonreport.com version 49 Google Docs version Slideshare.net version green stuff = “internal” links to other pages in this document blue stuff = “external” links -- i.e., URLs to pages on the Internet

Slide 2: Publication Details, and General Disclaimer This “Web 2.0” GoogleDocs presentation is an open-content collaborative document. Anyone with an Internet connection and World Wide Web browser may view and/or alter its content -- for better or worse -- within the constraints of Google’s access mechanisms for such documents. Please be advised that nothing in this document has necessarily been reviewed by Ed Yourdon ("Ed"); the theories and business practices expressed by the “Web 2.0” document are not necessarily his. This isn't to say you won't find valuable and accurate information herein; however, Ed cannot summarily guarantee the validity of this “Web 2.0” document. The content of any given page may recently have been changed, dumbed-down, or other wise edited by someone whose opinion does not correspond to Ed’s original “Web 2.0” material (or any subsequent drafts). Neither Ed, nor any of the contributors, collaborators, nor anyone else connected with this “Web 2.0” document, can in any way whatsoever be held responsible for the appearance of any inaccurate information, or for your use of the information contained in or linked from this document. You are being granted a limited license to copy anything from this document; it does not create or imply any contractual or extra- contractual liability on the part of Ed, nor any of the contributors, collaborators, or viewers of this material. There is no agreement or understanding bet ween you and Ed regarding your use or modification of this information beyond the GNU Free Documentation License (GFDL); neither is Ed responsible should someone change, edit, modify, or remove any information that you may post on this “Web 2.0” document. Any of the trademarks, ser vice marks, collective marks, design rights, personality rights, or similar rights that are mentioned, used, or cited in this “Web 2.0” document are the property of their respective owners. Their use here does not imply that you may use them for any purpose other than for the same or similar informational use -- as recognized under the GFDL licensing scheme. Unless other wise stated, Ed and this “Web 2.0” document are neither endorsed by nor affiliated with any of the holders of any such rights; as such, Ed cannot grant any rights to use any other wise protected materials. Your use of any such or similar incorporated property is at your own risk. 2 Published under the GNU Free Documentation License (GFDL)

Slide 3: Topics 1. Introduction 2. Themes 3. History 4. Technology 5. Products, vendors 6. Business Issues 7. Cultural issues 8. Trends 9. Conclusions 10.References 3 Published under the GNU Free Documentation License (GFDL)

Slide 4: 1. Introduction Definitions: what is Web 2.0? Web 2.0: profound business, technological, and social changes Danger of over-hyping Lessons to learn from Web 1.0, to plan for Web 2.0 4 Published under the GNU Free Documentation License (GFDL)

Slide 5: Definitions Many people feel they don’t really understand what Web 2.0 is all about, and there are shortcomings in popular definitions My definition O’Reilly definitions Michael Wesch: “the machine is (us)ing us” • viewed 3.4 million times as of 9/18/2007 • See Wesch’s explanation of how he made the video • See John Battelle’s interview with Michael Wesch • See also Michael Wesch’s “Vision of Students Today” • See also Michael Wesch’s YouTube video, “R/evolution,” about the transformation of paper information into digital information Pew Report definition 24-minute video documentary definition Differences bet ween Web 1.0 and 2.0(more) Main business Web 2.0 tools (more) 5 Published under the GNU Free Documentation License (GFDL)

Slide 6: Ed’s definition Web 2.0 is the combination of: • tools and technologies • business strategies (like blogging, external wikis, customer participation) • and social/cultural trends which drive the individual creation and sharing of content on the Internet 6 Published under the GNU Free Documentation License (GFDL)

Slide 7: O’Reilly definitions Compact definition Long definition New (Oct 2007) definition: “intelligence in the back end” Hierarchy of Web 2.0-ness 7 Published under the GNU Free Documentation License (GFDL)

Slide 8: Main Web 2.0 tools Blogs Wikis Podcasts RSS Collaborative content tagging Social net working (see IBM’s activities in this area!) Mashups 8 Published under the GNU Free Documentation License (GFDL)

Slide 9: Intro: Business Changes Empowering employees • Let them blog - internally & externally • Let them collaborate with wikis Encouraging external collaboration with wikis Long Tail phenomenon Product vs. Ser vice (MS Office vs. Google Docs; Web-based calendars, etc.) Publishing (back to main “Intro” page) 9 Published under the GNU Free Documentation License (GFDL)

Slide 10: Business change: publishing Craigslist vs. classified ads (note: 30% owned by eBay) Blogs vs. newspapers Book mashups Communal authorship: my JESA wiki Communal advertisement/ commercials Communal product reviews (Amazon) 10 Published under the GNU Free Documentation License (GFDL)

Slide 11: Intro: Tech Changes Perpetual beta Ajax, Ruby on Rails, and more... Web as the platform API’s facilitating mashups 11 Published under the GNU Free Documentation License (GFDL)

Slide 12: Web as the Platform Examples of Web as platform Benefits of Web as platform Risks of Web as platform 12 Published under the GNU Free Documentation License (GFDL)

Slide 13: Examples of web as platform Google Apps Virtual Ubiquity’s Buzzword (acquired by Adobe on 9/30/2007) 30 Boxes (calendar) SmartSheet: project management Zoho Spreadsheet Zoho DB database and more every day... but still at “early adopter” stage -- e.g., 1.5 million copies of PC- based “Quickbooks” from Intuit, but only 125,000 copies of online version (from 2007 Web 2.0 Summit conference) However, Intuit has 10 million TurboTax customers, and 50% use the Web-based version (also from 2007 Web 2.0 Summit conf) 13 Published under the GNU Free Documentation License (GFDL)

Slide 14: Benefits of web platform Easier to support increasingly common distributed workforce (which needs collaboration capability) Simpler install/infrastructure for small startup companies (6 million new businesses each year in U.S., who have no existing PC/net work infrastructure when they start) Fast installation allows business managers to ignore/ circumvent IT department (just like PC’s in 1980s!) UI often more appealing to new generation of users (e.g., college students who have never seen MS Outlook) Free (or sometimes $50/year) “Try before you buy” Updates, new versions available immediately 14 Published under the GNU Free Documentation License (GFDL)

Slide 15: Risks priority for new, platform of web small startup companies) Security (lower Privacy Compliance with other standards, etc. Connectivity: can it be used offline? Stability of small vendors Performance/features (for power users) • Features of Google Apps/Docs are far less than Microsoft Office -- but Web-based products are usually supporting a new class of “first-time” users, who are doing things they simply couldn’t do before (e.g., 15 million of the 19 million small businesses in U.S. still use pencil and paper to do their accounting and book-keeping) • Compare Keynote/PDF version of this presentation with the Google Apps version Is data “trapped”? Can it be moved to a different platform? • Sometimes a major problem with desktop-based PC products, too • Vendors like Google say they’re aware of the issue, and support the “philosophy” that users should be able to take their data (e.g., Google search history, Facebook “social graph”) with them if they leave 15 Published under the GNU Free Documentation License (GFDL)

Slide 16: Intro: social changes The public: wired (73%), but not Web 2.0 (8%) (based on a Feb-Apr 2006 sur vey, which did not include teenagers) Blogs Trust in Wikipedia Emphasis on communities “People power” Political commentary 16 Published under the GNU Free Documentation License (GFDL)

Slide 17: Technology usage in U.S. 17 Published under the GNU Free Documentation License (GFDL)

Slide 18: Social change: blogs Latest count: 71 million blogs, 120K new blogs every day Pew sur vey of bloggers 18 Published under the GNU Free Documentation License (GFDL)

Slide 19: Social Change: Microblogging Example: Twitter, which simply asks, “What are you doing now?” • Started by Evan Williams, who noticed 200 people emerging from a lecture at Stanford, all picking up their cell phones to ask their friends, “What are you doing now?” • Twitter messages are known as “t weets” • See David Weinberger’s characterization as “continuous partial friendship” • See characterization as “ ambient intimacy” in Nov 4, 2007 New York Times article entitled “The Global Sympathetic Audience.” Another example: Dopplr (private beta) • answers the simple question, “Where are you going? When will you be back?” • See Brady Forest’s comment on Dopplr’s “Coincidence Feed,” and the virtue of providing LESS information in a news fee. Another example: Finland’s Jaiku Acquired by Google on Oct 9, 2007 See Ross Mayfield’s blog comments See David Weinberger’s comments on importance of presence See Forrester report estimating that 6% of American public Twitters (see Scoble’s rebuttal of Forrester estimate). See Guy Kawasaki’s “How Twitter Made My Website Better” 19 Published under the GNU Free Documentation License (GFDL)

Slide 20: Social change: trust in Wikipedia Campaigns Wikia Essjay controversy Wikipedia article on VA Tech massacre WikiScanner (more on Wikis, Wikipedia later) 20 Published under the GNU Free Documentation License (GFDL)

Slide 21: Social change: emphasis on communities MySpaceNation Joe Ford’s congressional campaign The Mom Net work Steve Ballmer’s comments on communities Oct 26, 2007 “Newsweek” article discusses Facebook as a mechanism for creating and energizing charitable organizations note to collaborators: please add additional relevant examples 21 Published under the GNU Free Documentation License (GFDL)

Slide 22: Social change: “people power” Time magazine’s 2006 “person of the year”: you Farecast.com Farecast review 22 Published under the GNU Free Documentation License (GFDL)

Slide 23: Social change: political commentary TechPresident blog A smorgasborg of YouTube political videos 2008: the Web 2.0 election? Web 2.0 “Wisdom of the Crowd” to probe 2008 Presidential contenders Comedy Central’s Stephen Colbert out-draws Obaama’s “1,000,000 strong” campaign in 8 days. And he now has 1,000,000 supporters. Web 2.0 impact on 2006 elections Obama “1984” mashup • 3.9 million downloads, creator resigns • YouTube inter view with video creator Hilary Clinton on Second Life George Bush “Sunday, Bloody Sunday” mashup Saturday Nite Live’s spoof of George Bush on global warming 23 Published under the GNU Free Documentation License (GFDL)

Slide 24: Intro: danger of over-hyping “Old ideas are completely obsolete!” “This will revolutionize the world!” “Our Web 2.0 startup will make us rich!” • The sobering reality of the 80-20 rule VC’s desperate to invest in the next Google • Example: Microsoft’s Oct 2007 investment of $240 million in Facebook, creating a $15 billion valuation for the company and made its founder, Mark Zuckerberg, worth $3 billion Startup companies with “vision,” but no revenue model • New business reality: low startup costs, VC’s not as important as before • New exit strategy: no IPO, but get acquired by Google Web 2.0 Bullshit Generator Reality: people adapt to new things more slowly than innovators realize 24 Published under the GNU Free Documentation License (GFDL)

Slide 25: Learn Lessons from Web 1.0 to plan for Web 2.0 Business Plan Archive’s “Top Ten Lessons from the Dot-Com Meltdown” “The real learning happens at the intersection of an industry and a generation” Expect major shakeouts and consolidation Anticipate new competitors Don’t forget business fundamentals Beware over-hyping Five lessons from Financial Times 25 Published under the GNU Free Documentation License (GFDL)

Slide 26: 2. Basic themes of Web 2.0 Web 1.0 vs. Web 2.0 Reputation economy Architecture of creation vs consumption Recurring themes Related concepts Mashups Long Tail Wikis 26 Published under the GNU Free Documentation License (GFDL)

Slide 27: Web 1.0 vs. Web 2.0 Summary of differences Web 1.0: mostly static Web pages Centralized/corporate publishers of content Single-site content Some “portals” But generally no API’s or mashups Inadequate technology Slow bandwidth No Ajax, full-page refresh 27 Published under the GNU Free Documentation License (GFDL)

Slide 28: Reputation economy User reviews (e.g., Amazon) Naymz’s “reputation community” • Ed’s Naymz inter view Tag clouds StumbleUpon • TechCrunch review of StumbleUpon Google’s New Orleans Controversy Wikipedia: covert alterations -> WikiScanner 28 Published under the GNU Free Documentation License (GFDL)

Slide 29: Tag Clouds Definition Flickr tag cloud Technorati tag cloud Del.icio.us tag cloud TagCloud.com Selecting RSS feeds by tag Critical article 29 Published under the GNU Free Documentation License (GFDL)

Slide 30: Architecture of creation vs. consumption PC + laser printer made everyone a “publisher” Now it’s blogs and wikis (state of the blogosphere) Reasons for “personal publishing” • Dreams of fame & riches • Desire to “connect” • Passion for subject matter • Ego • Reputation • Too much time on their hands (an ongoing trend!) Next step: “democratizing” innovation (aka “user- centered innovation”) (back to “basic themes of Web 2.0”) 30 Published under the GNU Free Documentation License (GFDL)

Slide 31: Recurring themes for Web 2.0 Themes from my Aug 2006 visit to Web 2.0 vendors in Silicon Valley (blog posting) Enterprise 2.0 Building Blocks: SLATES; (see also the article, “Enterprise 2.0: the dawn of emergent collaboration” from MIT Sloan Review) Empower individual customers, employees, citizens (back to “basic themes of Web 2.0”) 31 Published under the GNU Free Documentation License (GFDL)

Slide 32: Mashups Definition: blending content from > one source Examples Web sites Tech Beat: Blogs on Mashups Programmable Web: list of mashups Wiki for Web Services and Open API’s Business model for mashups Tools Yahoo Pipes (most processing done on the server) Google’s MyMaps Microsoft’s PopFly (most processing done on the client) Note to collaborators: please add more examples of tools for creating mashups 32 Published under the GNU Free Documentation License (GFDL)

Slide 33: Mashup Examples Google Maps + CraigsList Housing Maps for Italy Google’s New York City interactive transit map YouTube.com Podbop mapsexoffenders.com Earth Sandwich Middle East news + blogs 275 Flickr Mashups 33 Published under the GNU Free Documentation License (GFDL)

Slide 34: Long Tail Basic concept History Chris Anderson’s PopTech 2006 PPT slides Examples Advice & Recommendations 34 Published under the GNU Free Documentation License (GFDL)

Slide 35: Long Tail Concepts Selling more and more to fewer and fewer Pareto’s Principle (80-20) less relevant today Relationship to Web 2.0 • Shift from the monopoly of the “big hits” favors tiny publishers and creators of Web content • Encourages “niche” producers to collaborate with “ aggregators” like Amazon, iTunes, NetFlix, etc. • Sometimes a niche product can become an unexpected “blockbuster” through viral marketing, word of mouth video: “Day of the Long Tail” 35 Published under the GNU Free Documentation License (GFDL)

Slide 36: Long Tail History Scarcity favors the 80-20 rule • Production • Inventory • Shelf-space • Distribution Bits on the Internet changes the rules • Production • Inventory • Shelf-space • Distribution • Search engines: without Google, there would be no Long Tail! 36 Published under the GNU Free Documentation License (GFDL)

Slide 37: Long Tail Examples Amazon (98% of 100,000) • Tim O’Reilly’s critique of Amazon long-tail stats iTunes (100% of 5 million) NetFlix (95% of 55,000 movies) Lego Soft ware development JotSpot Powerpoint presentation Part 2 of Powerpoint presentation General info on JotSpot (recently acquired by Google) Website design Death of blockbuster drugs 37 Published under the GNU Free Documentation License (GFDL)

Slide 38: Long Tail Advice Two imperatives • Make everything available • Help me find it Nine rules (summarized from longer discussion in Chapter 14 of “The Long Tail”) 1. Move inventory to the edge -- keep a virtual inventory, and transfer costs to your suppliers 2. Let customers do the work -- “crowdsourcing” to let customer reviews rank your books, write your product reviews, etc -- because “collectively, customers have virtually unlimited time and energy.” 3. One distribution method doesn’t fit all -- think niche 4. One product doesn’t fit all -- think niche 5. One price doesn’t fit all -- think niche 6. Share information -- which requires giving up control 7. Think “and” not “or” (Coke) 8. Trust the market to do your job -- a variation on #2 above 9. Understand the power of the free -- combine premium pricing and a free version of what you provide; rely on an advertising-supported model. (Example: how about free cars?) 38 Published under the GNU Free Documentation License (GFDL)

Slide 39: Wikis Concepts History Examples Tools Benefits Risks Implications 39 Published under the GNU Free Documentation License (GFDL)

Slide 40: Wiki concepts Rapid iteration of documents, designs, reports, etc. Widespread collaboration -- either inside or outside an organizational boundary Relationship to Web 2.0? Relationship to Open Source development? 40 Published under the GNU Free Documentation License (GFDL)

Slide 41: Wiki History Ward Cunningham’s work Pattern language work, using Hypercard WikiWikiWeb, 1995 41 Published under the GNU Free Documentation License (GFDL)

Slide 42: Examples List of largest wikis Wikipedia (more) Proctor & Gamble “Connect & Develop” (more) European pharma “dark blog” case study Eli Lilly “Innocentive” initiative (more) Social Text Source Forge (open source) iStock Photo (more) My JESA “structured analysis” wiki Semi-private university wikis This Web 2.0 Google Docs presentation! 42 Published under the GNU Free Documentation License (GFDL)

Slide 43: Wikipedia Har vard Business School case study 2-millionth English-language article published on 09/12/2007 The 1-percent rule: 2% of Wikipedia editors generate 60% of its content. Wikipedia says there are 5,682,446 Wikipedians; incredibly detailed statistics about demographics and growth of Wikipedians are available here (e.g., only 75,716 Wikipedians made 5 or more contributions in Sept 2007). According to Nov 2007 CACM article “What Motivates Wikipedians?”, the top motivators for Wikipedians are “fun” and “ideology” e.g., they strongly agree with “Writing/editing in Wikipedia is fun,” and “I think information should be free.” Lowest motivators were “social” (“People I’m close to want me to write/edit in Wikipedia”) and “career” (“I can make new contacts that might help my business or career.” Additional Wikipedia statistics are available here; for example, Wikipedia grew by more than 30 million words in July, 2006. Growth may be slowing; see this Oct 11, 2007TechCrunch article and this Wikipedia page One risk of Wikipedia: “truth by consensus” (aka “wikiality” WikiScanner 43 Published under the GNU Free Documentation License (GFDL)

Slide 44: Mary Meeker on Wikipedia from Mary Meeker, 2007 Web 2.0 Summit conference, page 32 of presentation 44 Published under the GNU Free Documentation License (GFDL)

Slide 45: Proctor & Gamble 8,000 researchers 600 partners productivity up 60% 35% of innovations from outside R&D costs dropped from 4.8% of sales, down to 3.4% of sales 45 Published under the GNU Free Documentation License (GFDL)

Slide 46: Eli Lilly Innocentive 30 companies involved 90,000(!) scientists Rewards up to $100,000 46 Published under the GNU Free Documentation License (GFDL)

Slide 47: iStock Photo Sells photos for $1-5, much cheaper than traditional commercial sources Pays royalties to amateur photographers Licensed 10 million images in 2006 Purchased by Getty Images for $50 million But may be rendered irrelevant by (free) Flickr ... • My Flickr page, for whatever it’s worth... • 15.4 million registered users • 38 million visitors/month • 2.0 billion photographs, as of Nov 13, 2007 ... or Photobucket • acquired by Fox Media in July, 2007 • has 35 million visitors/month • has 3.636 billion images as of 09/24/2007 47 Published under the GNU Free Documentation License (GFDL)

Slide 48: Wiki Tools Twiki (free) MediaWiki pbWiki JotSpot (recently acquired by Google) • Ed’s report on JotSpot • JotSpot 2.0 Wikipatterns 48 Published under the GNU Free Documentation License (GFDL)

Slide 49: Wiki Benefits New workforce: “crowdsourcing” (“people power”) Some are happy with modest, part-time income • Google Answers: $2.50 payments Hobbyists often happy to work for free • Time magazine article: “Getting Rich on Those Who Work for Free” • Flickr, and other sources of artistic/IP contributions • “raw” resources: grid computing, SETI-at-home • Yahoo Answers: 10 million free answers Access “loyal” resources • Retirees • Alumni • Customers Generate new ideas, products more quickly 49 Published under the GNU Free Documentation License (GFDL)

Slide 50: Wiki Risks Security Privacy Censorship issues IP ownership Control Anarchy Credibility of information • The Essjay Controversy • David Weinberger’s assessment of Wikipedia credibility • Wikipedia competitor: Citizendium 50 Published under the GNU Free Documentation License (GFDL)

Slide 51: Wiki implications Consider inhouse wiki as a learning experience Visit/learn about other successful wiki initiatives Consider limited “external” collaboration wiki as a pilot project • Note: it doesn’t have to be a massive, high-risk project. Consider this example of an “emergent collaboration” project involving SAP, Oracle, and others in development of a Twitter-based tool called “eventtrack.” Remember: tools are just enablers; cultural issues are more important 51 Published under the GNU Free Documentation License (GFDL)

Slide 52: Web 2.0 History Pre-History • Initial rejection of Web 2.0 concepts • Amazon “long tail” in 1995 • eBay “long tail” in 1995 • WikiWikiWeb in 1995 • Yahoo (various Web 2.0 concepts) in 1996 • Google advertising (long tail), 2000 • Wikipedia in 2001 • iTunes (long tail) in 2001 • Early book with “Web 2.0” title, 2002 Development of enabling technologies Social/cultural influences • Clue Train Manifesto • User-generated content First Web 2.0 conference in 2004 “Buzz” began in 2005 52 Published under the GNU Free Documentation License (GFDL)

Slide 53: Web 2.0 Technology Ajax Ruby on Rails API’s Tools/IDE’s Other enabling technology Design guidelines, best practices 53 Published under the GNU Free Documentation License (GFDL)

Slide 54: Technology - Ajax Basic concept Architectural guidelines Examples Ajaxifying legacy apps Ajax-related web sites 54 Published under the GNU Free Documentation License (GFDL)

Slide 55: Ajax - basic concept Asynchronous Javascript & XML Standards-based presentation using XHTML and CSS Dynamic display and interaction using DOM Data interchange using XML and XSLR Ansynchronous data retrieval using XML HttpRequest or XMLHTTP (from Microsoft) Javascript binding everything together 55 Published under the GNU Free Documentation License (GFDL)

Slide 56: Ajax: architectural guidelines Small server-side events, no full-page refresh Asynchronous activity: users continue working after invoking a request “onAnything”: any user event can cause an asynchronous event Mario Finetti’s obser vation: this often requires a large cultural adjustment by programmers, who were previously to avoid client-side processing, and do everything on the ser ver. 56 Published under the GNU Free Documentation License (GFDL)

Slide 57: Ajax: examples Flickr Meebo Nowsy - an Ajax home page All of the Zoho products Timeline - Ajax widget for visualizing time-based events Microsoft releases beta AJAX note to collaborators: please add more important Ajax examples, as appropriate 57 Published under the GNU Free Documentation License (GFDL)

Slide 58: Ajaxifying legacy apps “Ajax spurs rebirth for desktop apps,” by Martin LaMonica, ZDNet News, Dec 1, 2005 Writely -- now Google Docs Google spreadsheets -- now Google Docs Many other companies are now doing this, though it’s not always easy to provide a cost-benefit justification 58 Published under the GNU Free Documentation License (GFDL)

Slide 59: Ajax Web sites Ajax matters Ajaxian Ajax magazine Sites using Ajax 59 Published under the GNU Free Documentation License (GFDL)

Slide 60: Technology - Ruby on Rails Basic concepts Examples Websites Tools, etc. 60 Published under the GNU Free Documentation License (GFDL)

Slide 61: Ruby on Rails: basic concepts Open-source web application framework written in Ruby Closely follows the Model-View-Controller (MVC) architecture originally developed for Smalltalk Strives for simplicity and allowing real-world applications to be developed in less code (and thus less effort/time) than other frameworks -- and with a minimum of configuration Ruby programming language allows for extensive metaprogramming, which Rails makes great use of Rails architecture strongly favors database use, and an RDBMS system is recommended for data storage 61 Published under the GNU Free Documentation License (GFDL)

Slide 62: Ruby on Rails: examples Twitter (this isn’t the main Twitter website) Hungry Machine - develops Ruby apps for Facebook Companies A-M Companies N-Z 62 Published under the GNU Free Documentation License (GFDL)

Slide 63: Ruby on Rails: Websites RubyOnRails.org Wiki site SourceForge AjaxOnRails 63 Published under the GNU Free Documentation License (GFDL)

Slide 64: Ruby on Rails: Tools, etc. Integration with Visual Studio note to collaborators: need more examples of RubyOnRails tools 64 Published under the GNU Free Documentation License (GFDL)

Slide 65: Technology - API’s Google • Google Maps API • Google AJAX search API Yahoo • Yahoo search API AOL • AIM API’s Dapper’s API ser vice (Israeli-based, partnering with Microsoft) Twitter API Facebook API OpenSocial API for social net works • Google’s announcement (remember: they lost to Microsoft in the bid to invest in Facebook in Oct 2007) • Nicholas Carr’s comments on OpenSocial • Dan Dodge: “50 million Facebook users don’t care about OpenSocial” • Perspective from Nicole Ferraro (editor at large at “Internet Evolution”) • John Battelle comments on Myspace joining in with Google • O’Reilly commentary • Stowe Boyd’s comments and perspective • Summary and opinion about Open Social from Marc Andreesen (co-founder of Netscape, CEO of Ning) note to collaborators: need more examples of API’s for Web 2.0 development: Amazon? iTunes? eBay? Others? 65 Published under the GNU Free Documentation License (GFDL)

Slide 66: Technology: tools/IDE’s Primary objective: fast and flexible development, not reuse Aptana note to collaborators: need more examples of general tools and IDE’s for Web 2.0 development 66 Published under the GNU Free Documentation License (GFDL)

Slide 67: Technology - other enabling technologies XML Web ser vices: net work as platform • (see “Microsoft declares end of PC era”) Django: a high-level Python Web framework RSS Adobe Flex 67 Published under the GNU Free Documentation License (GFDL)

Slide 68: Technology - Design guidelines, best practices Forthcoming book: “Web 2.0 Design Patterns” Agile development • Scott Rosenberg’s dissent: 5-year Web 2.0 design cycle Scaling issues: must architect for rapid growth • example: iLike (Facebook app) launched during holiday weekend in May • Acquired first 10,000 users in first 12 hours of business • Next 10,000 users acquired in following 3 hours • Next 10,000 users acquired in following 2 hours • Developers filled up 40 servers after one day, had to beg and borrow additional servers during remainder of holiday weekend... UI issues Problems with non-integrated Web 2.0 apps 68 Published under the GNU Free Documentation License (GFDL)

Slide 69: Products/Vendors Aspects of Web 2.0 usage Big vendors Top 25 UK vendors Top Italian Web apps Web apps around the world Social Net working Services Other startups, small vendors A visual display of all Web 2.0 vendors 69 Published under the GNU Free Documentation License (GFDL)

Slide 70: Aspects of Web 2.0 usage Use of Web 2.0 technologies One perspective: blogs, wikis, podcasts, RSS, social net works, content tags Providing Web 2.0 products/ser vices People power Use of mashups Use of Long Tail concept Emerging theme: let users (customers) take their data with them when/if they leave 70 Published under the GNU Free Documentation License (GFDL)

Slide 71: Big Vendors Google Yahoo Microsoft IBM Apple Cisco Tim O’Reilly: SAP as a Web 2.0 vendor? 71 Published under the GNU Free Documentation License (GFDL)

Slide 72: Google The Economist: “Who’s Afraid of Google?” Google’s Master Plan (just kidding!) My visit to Google Mashups: Google’s MyMaps Long Tail: statistics on advertising People Power: Google Pages Google Apps Google Powerpoint Google Notebook (in 17 languages!) New stuff: Google3D 72 Published under the GNU Free Documentation License (GFDL)

Slide 73: Yahoo Relationship with JotSpot Owns Flickr, among many other assets Yahoo buys Zimbra Yahoo Pipes 73 Published under the GNU Free Documentation License (GFDL)

Slide 74: Microsoft Social Net works: investment in Facebook Net work as Platform: Windows Office Live (see Mary Jo Foley’s Sep 30, 2007 summary) Blogging tool: Windows Live Writer • Computer world review • released from beta on November 6, 2007 Support for Ajax Mashups • Strategy • MapCruncher • PopFly 74 Published under the GNU Free Documentation License (GFDL)

Slide 75: IBM Summary of Web 2.0 initiatives Mashup strategy Support for Ruby on Rails Support for Ajax Lotus Notes V8 IBM acquires Web conferencing ser vice provider Blog: “Will IBM compete with Facebook/Web 2.0?” 75 Published under the GNU Free Documentation License (GFDL)

Slide 76: Apple Long Tail: iTunes People Power: iWeb Mashups: rumor of iPhoto-GoogleMap mashup (which Flickr already has!) Use of Web 2.0 technologies: Ajax (e.g., Apple’s .Mac web-mail) Innovative UI: iPhone, iPod Touch 76 Published under the GNU Free Documentation License (GFDL)

Slide 77: Cisco Cisco Buys Five Across Cisco Buys Webex 77 Published under the GNU Free Documentation License (GFDL)

Slide 78: Products/vendors: Social Net working Services YouTube: 100 million videos/day • John Dvorak’s analysis of YouTube success factors • Acquired by Google on Oct 9, 2006 • Oct 3, 2007: UC Berkeley announces it will publish its univ. lectures on YouTube MySpace, FaceBook, LinkedIn, etc. A new example, which focuses on “knowledge net working”: Twine, announced at 2007 Web 2.0 Summit (See Nicholas Carr’s Oct 19, 2007 blog posting about this). “New Yorker” article: in-person net working in a Facebook world SecondLife Statistic: 300 social net working startups in last t wo years Statistic: 100,000 Ning “micro” social net works (see Ning) The 1% rule: 1% of a social site’s visitors create most content, and 10% “synthesize” the content, by interacting with it Top 20 social net works, ranked Now used heavily by middle-aged audiences 78 Published under the GNU Free Documentation License (GFDL)

Slide 79: Growth of Social Net working Strong Web 2.0 Metrics – The Times They are a-Changin’ – Hello Social Networking Alexa Global Traffic Rankings 2005 (1) 2007 (2) Rank Rank Web site Web site 1 yahoo.com 1 yahoo.com 2 msn.com 2 google.com 3 google.com 3 msn.com 4 ebay.com 4 youtube.com 5 amazon.com 5 live.com 6 microsoft.com 6 myspace.com 7 myspace.com 7 facebook.com 8 google.co.uk 8 orkut.com 9 aol.com 9 wikipedia.org 10 go.com 10 hi5.com Traffic rank is based on three months of aggregated historical traffic data from Alexa Toolbar users and is a combined measure of page views / users (geometric mean of the two quantities averaged over time). (1) Rankings as of 12/31/05, excludes Microsoft Passport; (2) Rankings as of 10/15/07 30 Source: Alexa Global Traffic Rankings, Morgan Stanley Research from Mary Meeker, 2007 Web 2.0 Summit conference, page 30 of presentation 79 Published under the GNU Free Documentation License (GFDL)

Slide 80: Mary Meeker on Facebook from Mary Meeker, 2007 Web 2.0 Summit conference, page 37 of presentation See also “Microsoft to Pay $240 Million for Stake in Facebook,” from Oct 24, 2007 issue of “New York Times” 80 Published under the GNU Free Documentation License (GFDL)

Slide 81: Other startups, small vendors Digg (more) 37 Signals’ HighRise CRM Zoho CRM Scoble’s review of SmartSheet Naymz NetSuite’s Ajax-based interactive dashboards Web 2.0 company name generator (amusing) The future of web startups 81 Published under the GNU Free Documentation License (GFDL)

Slide 82: Digg Interview with Digg’s Kevin Rose Ed’s report on Digg Digg Swarm Digg Stack Digg BigSpy Digg Arc Mary Meeker says (in her 2007 Web 2.0 Summit conference presentation): 10 million unique visitors, +252% Y/Y 82 Published under the GNU Free Documentation License (GFDL)

Slide 83: Business Issues Basic issues Trends in large companies Web 2.0 in government Recommended strategies for “traditional” companies Strategies for startup companies 83 Published under the GNU Free Documentation License (GFDL)

Slide 84: Business: basic issues Strategic • Use Web 2.0 (including related concepts like Long Tail) to find new products, ser vices, markets • Use Web 2.0 to increase revenue, dramatically reduce costs • Use Web 2.0 to empower individual customers, employees -- and outsiders like retirees, alumni, and others • Use social net working tools to find scarce skills, like IT people (this article says 58% of IT recruiting firms find Facebook/LinkedIn more useful than print advertising; and 48% said they were more effective than internet banner advertising. Tactical • Encourage collaboration with wikis • Encourage communication with blogs; (for example, see Delta Airlines’ corporate blog, highlighted in the October 2007 copy of their airline magazine) • Improve UI of web-based products and services with AJAX, etc. • Use new tools like Ruby on Rails to build Web 2.0 products, services more quickly 84 Published under the GNU Free Documentation License (GFDL)

Slide 85: Trends in large companies “CIO” magazine prediction for 2007: “IT reluctantly embraces Web 2.0” Fall 2007 “CIO Magazine” survey on personal Web 2.0 usage by CIO’s (see chart, next page) Expect conser vative reaction from CIO’s (see “Web 2.0 Gets Business Chops,” indicating that > 50% of CIO’s think that Web 2.0 is an overhyped buzzword; see chart here). Two views of Web 2.0 use in business for 2007 “IT Can’t Stop Web 2.0” Knowledge Worker 2.0 Sun’s endorsement of CEO blogging and Luis Suarez’s article on “Ten Reasons CEOs should blog” IBM’s experience: “Getting Into Social Soft ware, and How It Is Changing the Role of Knowledge Management.” High-level blogging at Intel “Dark blogs” Microsoft has 3,000 external blogs (see this Jun 2006 Scobleizer blog), 10,000 internal blogs WebWorkerDaily: acknowledging lifestyle of distributed workers IBM comments on collaboration and business-oriented social net works CEO reaction to social media Social net working as a business tool Ed’s notes here, and here about how employees interpret corporate blogging policies; sample corporate blogging policies here and here 85 Published under the GNU Free Documentation License (GFDL)

Slide 86: Personal Web 2.0 usage by CIO’s 86 Published under the GNU Free Documentation License (GFDL)

Slide 87: Response to: What is Web 2.0? A user interface to SOA 13% A waste of time and bandwidth 15% Convergence of voice & data (IM) 16% Soft ware as a Ser vice 22% A source of technology innovation for enterprise 31% Virtual environments (e.g., Second Life) 32% A technology (e.g., Ajax) 43% A social phenomenon (blogging) 46%