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WEB 2.0 Framework




www.futureexploration.net   Published under a Creative Commons Attribution-ShareAlike 2.5 License
WEB 2.0 Definitions                                                                                                                                                                                                            TECHNOLOGIES
                                                                                                                                                                                                                                                Aggregation
                                                                                                                                                                                 Bringing multiple content sources together into one interface or application.
CHARACTERISTICS
                                                                                                                                                                                                                                                        AJAX
Participation                                                                                                                                                                         (Asynchronous Javascript and XML) A combination of technologies that
Every aspect of Web 2.0 is driven by participation. The transition to                                                                                                                                           enables highly interactive web applications.
                                                                                                              The business revolution in
Web 2.0 was enabled by the emergence of platforms such as blogging,
                                                                                                           the computer industry caused by                                                                                                                API
social networks, and free image and video uploading, that collectively
allowed extremely easy content creation and sharing by anyone.                                        the move to the internet as platform, and                                       (Application Programming Interface) A defined interface to a computer
                                                                                                  an attempt to understand the rules for success                                            application or database that allows access by other applications.
Standards                                                                                         on that new platform. Chief among those rules
Standards provide an essential platform for Web 2.0. Common                                                                                                                                                                                      Embedding
                                                                                                  is this: Build applications that harness network                                            Integrating content or an application into a web page, while the
interfaces for accessing content and applications are the
glue that allow integration across the many elements of
                                                                                                   effects to get better the more people use them.                                                                              original format is maintained.
                                                                                     “Don’t fight      (…”harnessing collective intelligence.”)    “Teaching
the emergent web.
                                                                                   the Internet.”                                                  the machine.”                                                                                Folksonomy
                                                                                                                     - Tim O’Reilly                                                             Rich categorization of information that is collectively created
Decentralization                                                                  - Eric Schmidt                                                   - Michael Wesch
Web 2.0 is decentralized in its architecture,                                                                                                                                                     by users, through tagging and other actions. (cf. taxonomy)
participation, and usage. Power and flexibility emerges
                                                                         “The Web as platform”                                                                “Ongoing transition                                                                   Mashups
from distributing applications and content over many
                                                                                                                                                              of the World Wide Web                 Combination of different types of content or data, usually
                                                                          - Richard MacManus
computers and systems, rather than maintaining
them on centralized systems.
                                                                                                       “Distributed technologies                              from a collection of
                                                                                                                                                                                                           from different sources, to create something new.


Openness                                                           “The participatory Web.”              built to integrate, that                             websites to a full-fledged                                                           Remixing
                                                                                                                                                              computing platform                    Extracting and combining samples of content to create a
The world of Web 2.0 has only become possible
through a spirit of openness whereby developers
                                                                                 - Brad Decrem        collectively transform mass                             serving web applications              new output. The term was originally used in music but is
                                                                                                                                                              to end users”                                     now also applied to video and other content.
and companies provide open, transparent access
to their applications and content.
                                                                                                       participation into valuable
                                                                     “An emerging network-                                                                    - Wikipedia                                                                                 RSS
Modularity                                                                centric platform to            emergent outcomes.”                                                                        (Really Simple Syndication) A group of formats to publish
                                                                        support distributed,                                                                                                              (syndicate) content on the internet so that users or
Web 2.0 is the antithesis of the monolothic. It emerges                                                                                                       “Web 2.0...is about
from many, many components or modules that are                             collaborative and                      - Ross Dawson,                              making the Internet
                                                                                                                                                                                                              applications automatically receive any updates.

designed to link and integrate with others, together                    cumulative creation                 Future Exploration Network                        useful for                                                                      Ruby on Rails
building a whole that is greater than the sum of its parts.                     by its users.”                                                                computers”                                      An open source web application framework that
                                                                                                                                                                                                          is frequently used in Web 2.0 website development.
User Control                                                                       - John Hagel                                                               - Jeff Bezos
A primary direction of Web 2.0 is for users to control                                                                                                                                                                                             Tag cloud
                                                                                                       “A collection of technologies - be it VoIP,
the content they create, the data captured about their web                                                                                                                                        A visual depiction of tags that have been used to describe a
activities, and their identity. This powerful trend is driven by
                                                                                                       Digital Media, XML, RSS, Google Maps…
                                                                                                                                                                                            piece of content, with higher frequency tags emphasized to assist
the clear desires of participants.                                                                      whatever …. that leverage the power of
                                                                                                                                                                                                                       content comprehension and navigation.
                                                                                                     always on, high speed connections and treat
Identity                                                                                                broadband as a platform, and not just a                                                                                                      Tagging
Identity is a critical element of both Web 2.0 and the future direction                                            pipe to connect.”                                                                        Attaching descriptions to information or content.
of the internet. We can increasingly choose to represent our identities
                                                                                                                         - Om Malik
however we please, across interactions, virtual worlds, and social networks.                                                                                                                                                           Virtual architecture
We can also own and verify our real identities in transactions if we choose.                                                                                                        The creation of avatars (alternative representations of people), buildings,
                                                                                                                                                                                                            objects, and other artefacts inside virtual spaces.

                                                                           DOMAINS                                                                                                                                                                    Widget
                                                                                                                                                                                    Small, portable web application that can be embedded into any web page.
                                                                           Open web
                                                                           The entire space of the World Wide Web open to anyone to access and participate. This has been                                                                                XML
                                                                           the initial domain in which Web 2.0 technologies, applications, and attitudes have developed.          (eXtensible Markup Language) An open standard for describing data, which
                                                                                                                                                                               enables easy exchange of information between applications and organizations.
                                                                           Enterprise
                                                                           Inside the firewalls of organizations and their business partners. The power of Web 2.0 technologies,
                                                                           originally developed on the open web, are now being applied within enterprises to enhance
www.futureexploration.net                                                  performance and achieve business outcomes. This domain is sometimes termed Enterprise 2.0.            Published under a Creative Commons Attribution-ShareAlike 2.5 License
WEB 2.0 Landscape           WEB APPLICATION
    Widget/                                                                                                                             Aggregation/
  component                                                                                                                            recombination




 CONTENT                                                                                                                    RECOMMENDATIONS/
 SHARING                                                                                                                        FILTERING




   Rating/                                                                                                                              Collaborative
   Tagging                                                                                                                                filtering

                            SOCIAL NETWORK
                                   Note: Each of these Web 2.0 applications has multiple functionality – for each service the primary positioning has been used


www.futureexploration.net                                                        Published under a Creative Commons Attribution-ShareAlike 2.5 License
Future Exploration Network
ABOUT FUTURE EXPLORATION NETWORK                                                                            FUTURE OF MEDIA SUMMIT 2007
Future Exploration Network (FEN) assists major organizations globally to gain insights into the future      Following the striking success of the inaugural Future of Media Summit in 2006, the Future of Media Summit
and develop strategies that create competitive advantage. Its unique services are delivered from its        2007 will be held simultaneously on July 18 in Sydney and July 17 in Silicon Valley. This unique half-day
deep in-house expertise, complemented by its network of global best-of-breed experts.                       (Australia) / evening (US) event explores the critical issues confronting the current and emerging worlds of media.
Clients of FEN’s key executives include AXA, CNET, Coca-Cola, Deutsche Telekom, Ernst & Young,              Review of Future of Media Summit 2006
Macquarie Bank, Microsoft, Morgan Stanley, News Corporation, SAP, Toyota, Unilever, and Virgin.             The Future of Media Summit 2006 was the first conference globally to use video links to join panels on different
                                                                                                            continents in a simultaneous discussion of key issues. Participating thought leaders included Chris Anderson,
SERVICES                                                                                                    editor-in-chief of Wired magazine and author of the bestselling The Long Tail, John Hagel, author of Net Worth,
Strategy consulting                                                                                         Craig Newmark, founder of Craigslist, David Sifry, CEO of Technorati, Jack Matthews, CEO of Fairfax Digital,
FEN applies a range of tools and approaches to assist its clients to develop clear, actionable strategies   Ray Kotcher, Global CEO of Ketchum PR, and many other media leaders. The Future of Media Report 2006 has
in highly uncertain environments. We have deep expertise in applying scenario planning to build             been downloaded over 45,000 times, generated commentary in seven languages across 20 countries, and been
robust strategies.                                                                                          reprinted in several magazines globally.
Research                                                                                                    Future of Media Summit 2007: Themes and Speakers
Deep research into technological, social, and business trends supports clients’ strategic thinking,
                                                                                                            Summit themes include:                                   Confirmed speakers include:
decisions, and implementation. Technology landscapes help organizations to plan long-term positioning,
product development, and technology strategies.                                                             • User generated content meets mainstream media          • Michael Birch, CEO, Bebo
                                                                                                            • Exploring new business models                          • Gabe Rivera, CEO, Techmeme
Thought leadership content
FEN creates content for leading organizations that will reach and engage attention-poor senior              • Tapping the power of influence networks                • Jeremy Liew, Partner, Lightspeed Ventures
executives and support key messages on technology and business trends. These can be delivered in            • Global strategies for media                            • Ian Smith, CEO, Yahoo!7
a wide variety of content formats, including print, presentations, documents, audio, video, and flash,      • Mobility, shifting, and new media channels             • Wendy Hogan, Managing Director, CNET Australia
and delivered so they reach target audiences.
                                                                                                                                                                     • Senator Stephen Conroy, Shadow Minister
Presentations and workshops                                                                                                                                            for Telecommunications and IT
Keynote speeches and executive workshops can be delivered by key FEN executives Ross Dawson,                                                                         • Foad Fadaghi, Technology Editor, BRW
Richard Watson, or other world-class presenters from our network to stimulate, provoke, entertain,
                                                                                                                                                                     • Damian Smith, General Manager – Digital, Channel 10
and provide input into specific strategic decisions.
                                                                                                                                                                     • Harold Mitchell, Chairman, Mitchells & Partners
Events
                                                                                                                                                                     • Ross Dawson, Chairman, Future Exploration Network
FEN creates focused, relevant, highly interactive conferences and events that bring together the best       Future of Media Summit 2007: Content
minds in the field. FEN organizes both public events, and custom-designed events for key sponsors.          The Future of Media Summit is as much about generating freely available quality content on the
CONTACT US                                                                                                  future of media, as it is a physical and virtual event. Content created for the Summit will include the
Future Exploration Network                                                                                  Future of Media Report 2007, incorporating contributions from our research partners, a Future of Media
Level 14, 309 Kent St                                                                                       podcast/ videocast series, and multimedia “Thought Pieces” by speakers and event partners.
Sydney NSW 2000                                                                                             For registration, Future of Media research, and partnership opportunities:
fen@futureexploration.net                                                                                   www.futureexploration.net/fom07
Sydney: +61-2 9994 8011
San Francisco: +1 (415) 315 9566                                                                            Future of Media Summit 2007: Partners
London: +44 (0)20 8133 3688




www.futureexploration.net

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Web 2.0 Framework

  • 1. WEB 2.0 Framework www.futureexploration.net Published under a Creative Commons Attribution-ShareAlike 2.5 License
  • 2. WEB 2.0 Definitions TECHNOLOGIES Aggregation Bringing multiple content sources together into one interface or application. CHARACTERISTICS AJAX Participation (Asynchronous Javascript and XML) A combination of technologies that Every aspect of Web 2.0 is driven by participation. The transition to enables highly interactive web applications. The business revolution in Web 2.0 was enabled by the emergence of platforms such as blogging, the computer industry caused by API social networks, and free image and video uploading, that collectively allowed extremely easy content creation and sharing by anyone. the move to the internet as platform, and (Application Programming Interface) A defined interface to a computer an attempt to understand the rules for success application or database that allows access by other applications. Standards on that new platform. Chief among those rules Standards provide an essential platform for Web 2.0. Common Embedding is this: Build applications that harness network Integrating content or an application into a web page, while the interfaces for accessing content and applications are the glue that allow integration across the many elements of effects to get better the more people use them. original format is maintained. “Don’t fight (…”harnessing collective intelligence.”) “Teaching the emergent web. the Internet.” the machine.” Folksonomy - Tim O’Reilly Rich categorization of information that is collectively created Decentralization - Eric Schmidt - Michael Wesch Web 2.0 is decentralized in its architecture, by users, through tagging and other actions. (cf. taxonomy) participation, and usage. Power and flexibility emerges “The Web as platform” “Ongoing transition Mashups from distributing applications and content over many of the World Wide Web Combination of different types of content or data, usually - Richard MacManus computers and systems, rather than maintaining them on centralized systems. “Distributed technologies from a collection of from different sources, to create something new. Openness “The participatory Web.” built to integrate, that websites to a full-fledged Remixing computing platform Extracting and combining samples of content to create a The world of Web 2.0 has only become possible through a spirit of openness whereby developers - Brad Decrem collectively transform mass serving web applications new output. The term was originally used in music but is to end users” now also applied to video and other content. and companies provide open, transparent access to their applications and content. participation into valuable “An emerging network- - Wikipedia RSS Modularity centric platform to emergent outcomes.” (Really Simple Syndication) A group of formats to publish support distributed, (syndicate) content on the internet so that users or Web 2.0 is the antithesis of the monolothic. It emerges “Web 2.0...is about from many, many components or modules that are collaborative and - Ross Dawson, making the Internet applications automatically receive any updates. designed to link and integrate with others, together cumulative creation Future Exploration Network useful for Ruby on Rails building a whole that is greater than the sum of its parts. by its users.” computers” An open source web application framework that is frequently used in Web 2.0 website development. User Control - John Hagel - Jeff Bezos A primary direction of Web 2.0 is for users to control Tag cloud “A collection of technologies - be it VoIP, the content they create, the data captured about their web A visual depiction of tags that have been used to describe a activities, and their identity. This powerful trend is driven by Digital Media, XML, RSS, Google Maps… piece of content, with higher frequency tags emphasized to assist the clear desires of participants. whatever …. that leverage the power of content comprehension and navigation. always on, high speed connections and treat Identity broadband as a platform, and not just a Tagging Identity is a critical element of both Web 2.0 and the future direction pipe to connect.” Attaching descriptions to information or content. of the internet. We can increasingly choose to represent our identities - Om Malik however we please, across interactions, virtual worlds, and social networks. Virtual architecture We can also own and verify our real identities in transactions if we choose. The creation of avatars (alternative representations of people), buildings, objects, and other artefacts inside virtual spaces. DOMAINS Widget Small, portable web application that can be embedded into any web page. Open web The entire space of the World Wide Web open to anyone to access and participate. This has been XML the initial domain in which Web 2.0 technologies, applications, and attitudes have developed. (eXtensible Markup Language) An open standard for describing data, which enables easy exchange of information between applications and organizations. Enterprise Inside the firewalls of organizations and their business partners. The power of Web 2.0 technologies, originally developed on the open web, are now being applied within enterprises to enhance www.futureexploration.net performance and achieve business outcomes. This domain is sometimes termed Enterprise 2.0. Published under a Creative Commons Attribution-ShareAlike 2.5 License
  • 3. WEB 2.0 Landscape WEB APPLICATION Widget/ Aggregation/ component recombination CONTENT RECOMMENDATIONS/ SHARING FILTERING Rating/ Collaborative Tagging filtering SOCIAL NETWORK Note: Each of these Web 2.0 applications has multiple functionality – for each service the primary positioning has been used www.futureexploration.net Published under a Creative Commons Attribution-ShareAlike 2.5 License
  • 4. Future Exploration Network ABOUT FUTURE EXPLORATION NETWORK FUTURE OF MEDIA SUMMIT 2007 Future Exploration Network (FEN) assists major organizations globally to gain insights into the future Following the striking success of the inaugural Future of Media Summit in 2006, the Future of Media Summit and develop strategies that create competitive advantage. Its unique services are delivered from its 2007 will be held simultaneously on July 18 in Sydney and July 17 in Silicon Valley. This unique half-day deep in-house expertise, complemented by its network of global best-of-breed experts. (Australia) / evening (US) event explores the critical issues confronting the current and emerging worlds of media. Clients of FEN’s key executives include AXA, CNET, Coca-Cola, Deutsche Telekom, Ernst & Young, Review of Future of Media Summit 2006 Macquarie Bank, Microsoft, Morgan Stanley, News Corporation, SAP, Toyota, Unilever, and Virgin. The Future of Media Summit 2006 was the first conference globally to use video links to join panels on different continents in a simultaneous discussion of key issues. Participating thought leaders included Chris Anderson, SERVICES editor-in-chief of Wired magazine and author of the bestselling The Long Tail, John Hagel, author of Net Worth, Strategy consulting Craig Newmark, founder of Craigslist, David Sifry, CEO of Technorati, Jack Matthews, CEO of Fairfax Digital, FEN applies a range of tools and approaches to assist its clients to develop clear, actionable strategies Ray Kotcher, Global CEO of Ketchum PR, and many other media leaders. The Future of Media Report 2006 has in highly uncertain environments. We have deep expertise in applying scenario planning to build been downloaded over 45,000 times, generated commentary in seven languages across 20 countries, and been robust strategies. reprinted in several magazines globally. Research Future of Media Summit 2007: Themes and Speakers Deep research into technological, social, and business trends supports clients’ strategic thinking, Summit themes include: Confirmed speakers include: decisions, and implementation. Technology landscapes help organizations to plan long-term positioning, product development, and technology strategies. • User generated content meets mainstream media • Michael Birch, CEO, Bebo • Exploring new business models • Gabe Rivera, CEO, Techmeme Thought leadership content FEN creates content for leading organizations that will reach and engage attention-poor senior • Tapping the power of influence networks • Jeremy Liew, Partner, Lightspeed Ventures executives and support key messages on technology and business trends. These can be delivered in • Global strategies for media • Ian Smith, CEO, Yahoo!7 a wide variety of content formats, including print, presentations, documents, audio, video, and flash, • Mobility, shifting, and new media channels • Wendy Hogan, Managing Director, CNET Australia and delivered so they reach target audiences. • Senator Stephen Conroy, Shadow Minister Presentations and workshops for Telecommunications and IT Keynote speeches and executive workshops can be delivered by key FEN executives Ross Dawson, • Foad Fadaghi, Technology Editor, BRW Richard Watson, or other world-class presenters from our network to stimulate, provoke, entertain, • Damian Smith, General Manager – Digital, Channel 10 and provide input into specific strategic decisions. • Harold Mitchell, Chairman, Mitchells & Partners Events • Ross Dawson, Chairman, Future Exploration Network FEN creates focused, relevant, highly interactive conferences and events that bring together the best Future of Media Summit 2007: Content minds in the field. FEN organizes both public events, and custom-designed events for key sponsors. The Future of Media Summit is as much about generating freely available quality content on the CONTACT US future of media, as it is a physical and virtual event. Content created for the Summit will include the Future Exploration Network Future of Media Report 2007, incorporating contributions from our research partners, a Future of Media Level 14, 309 Kent St podcast/ videocast series, and multimedia “Thought Pieces” by speakers and event partners. Sydney NSW 2000 For registration, Future of Media research, and partnership opportunities: fen@futureexploration.net www.futureexploration.net/fom07 Sydney: +61-2 9994 8011 San Francisco: +1 (415) 315 9566 Future of Media Summit 2007: Partners London: +44 (0)20 8133 3688 www.futureexploration.net