Web 1.0 was Commerce
Web 2 0 is People
- Ross Mayfield
Web 2.0 see s to be like Pink Floyd
eb 0 seems e oyd
lyrics: It can mean different things to
different people depending upon the
your state of mind.
- Kevin Maney
Three essential components to Web 2.0
• Delivering a richer desktop-like user experience (Ajax).
• Exposing functionality as easily consumable services (web services).
• Leveraging the user-base to create, enhance, and categorize information.
What does all this mean
The strengthening of the user’s role offers a lot of possibilities that are
changing not only internet, but also our society.
Here are three examples:
• Systems to promote news in a social way
• Defeating information asymmetry
• Updating the scientific journals
Promote News in a social way
Digg, a user driven social content website (with no editorial board, reporters
or opinion leaders)
After you submit news, other
users read your submission and
d bii d
vote what they like
If your story rocks and receives
t k d i
enough votes, it is promoted to
the front page for the
millions of visitors to see.
Defeat info asymmetry
The vertical and unidirectional flow of information between sellers and
consumers has been changed to a more democratic situation.
• Companies talk about their incredible products (ads, catalogues etc)
• With i t
internet, consumers voice i powerful
t i is fl
10 years ago, a consumer’s bad experience was propagated to 10 – 50 people. Now, it
can be propagated through internet to thousands or millions.
Defeat info asymmetry – Kryptonite unbreakable locks
• A consumer states that Kryptonite high security locks for bicycles could be
yp g y y
opened with a ball pen, and he demonstrates it by sharing a video.
• This information was propagated through internet very fast and two days later
it appears in traditional media
• At the beginning the company denied the facts
• Finally, they announced that they were going to change all the locks.
Web 2.0 Scientific Journals
“ We’ll peer review y
p your work and ppublish it online as soon as p
possible so that it
can start a conversation within the community that will enhance scientific
progress”. (Plos one)
• They put you in control by giving you the online tools to get your paper into good shape
• Once submitted, their editorial board makes an objective and quick decision about its
• Once accepted, your paper will be published online within a few days.
• Once your paper is live online community peer reviews begin
Innovations associated with Web 2.0
Web based applications and desktops
• The richer user-experience afforded by Ajax has prompted the development of
websites that mimic personal computer applications, such as word processing,
the spreadsheet, and slide-show presentation
Rich Internet Applications
These t h l i allow a web-page t request an update for some part of its
technologies ll b to t dt f t f it
content, and to alter that part in the browser, without needing to refresh the
whole page at the same time.
XML and RSS
• Protocols which permit syndication include RSS (Really Simple Syndication —
also known as quot;web syndicationquot;), RDF (as in RSS 1.1), and Atom, all of them
XML based formats
• Observers have started to refer to these technologies as quot;Web feedquot; as the
usability of Web 2.0 evolves and the more user-friendly Feeds icon supplants
the RSS icon.
Benefits of Web 2.0
• Due to the cutting-edge underlying technologies and usability-focused
interfaces (the ‘cool’ factor)
• Organizations adopting Web 2.0 tend to attract sophisticated, high-caliber
• Not only are Web 2.0 offerings low-cost, but the same techniques can also be
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applied to existing (non-Web 2.0) products and services, lowering costs.
• For example, wikis can enable your users to build documentation and
knowledge base systems, with relatively little investment from yourself.
• The open, participatory Web 2.0 environment encourages user contribution,
enhancing customer loyalty and lifespan.
• By taking advantage of the aforementioned benefits, marketing and PR teams
can implement low-cost, wide-coverage, viral strategies.
Search Engine Optimization (SEO)
• Web 2.0 delivery mechanisms - such as Blogs and RSS - significantly enhance
search engine exposure through their distributed nature
• This term that has been coined to describe the Semantic Web
• It promises to “organize the world’s information”
• Can reason about information and make new conclusions