2. Web 1.0 – the Read Only Web
Origins of the Web
Invented by Tim Berners-Lee in 1989
First Web Browser – October 1990
First Web Server – November 1990 (nxoc01.cern.ch )
Tim Berners Lee’s Vision:
“The dream behind the Web is of a common information space in which we communicate
by sharing information. “
What we got: Brochureware!
General attributes:
Fairly static information
Updated infrequently
Typified as ‘Brochureware’
Elements of web page:
Images, navigation icons, text, menu
Writing style: Impersonal, professional, descriptive, statements of fact
Linking structure:
Minimal, unchanging, little interaction between sites
Department of Management Studies, IIT Madras
3.
4. The Burst of Dotcom Bubble
Why Web 1.0 failed?
Misunderstood the Web’s dynamics
Relied on old software business models
Locked in users with APIs
Software sold as an application not a service
Sold to the Head, not to the Tail
Failed to harness the Wisdom of Crowd
Focused purely on size of index; Relevance was ignored; By 1997, only 1 of the top
4 search engines could find itself! Web Search seen as hopeless
Ignored their key asset
It’s Data, not the software
Ignored the power of network effects
The more people use a networked service, the more useful it becomes
Saw the Web as publishing, not participation
Read-Write Web, not Read-only Web
Survivors: Google, Amazon, EBay
What they did correctly then, is today known as Web 2.0
Tapped in to the Web’s dynamics (Long Tail, Social Data & the Wisdom of the
Crowd)
Department of Management Studies, IIT Madras
5. Web 2.0
"Web 2.0 is the network as platform, spanning all connected devices; Web 2.0
applications are those that make the most of the intrinsic advantages of that platform:
delivering software as a continually-updated service that gets better the more
people use it
consuming and remixing data from multiple sources, including individual users,
while providing their own data and services in a form that allows remixing by others
creating network effects through an "architecture of participation,“
and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.“
Web 2.0’s Long Tail Examples
Search Keywords
20-25% of Google’s queries have never been seen before
Google AdSense
Extend advertising to publishers way down the long tail of websites
Amazon
Average Barnes & Noble carries 130,000 titles. More than half of Amazon's
book sales come from outside its top130,000 titles.
iTunes
Every track of its 2 million tunes has sold at least once
Netflix
95% of its 55,000 DVDs rented only once a quarter
Department of Management Studies, IIT Madras
6.
7. Social Side of Web 2.0
Let your users create your data
Amazon’s reviews
Del.icio.us’s bookmarks
Flickr’s photos
Yahoo, Google’s indexed web pages
Technorati’s blogs
FriendsReunited’s friends
Wikipedia’s information
Harnessing the Wisdom of Crowd
Decisions by the many better than decisions by one
Examples:
Trends (Twitter)
Recommendations (Amazon)
Tagging (Del.icio.us, connotea.com)
Voting systems (Digg.com, Reddit.com)
Blogging (Collective attention of the blogosphere selects for
value)
Search Engines (Google’s PageRank)
Department of Management Studies, IIT Madras
10. Web 2.0 Enabling Technologies
Tools
Web Service APIs
SOAP
JavaScript
AJAX (Asynchronous JavaScript and XML)
Greasemonkey, Konfabulator scripts, Google Gadgets
RSS
Mashups
“A mashup is a website or web application that seamlessly combines content from more than one
source into an integrated experience.”
Mashup data from the following:
Amazon Web Services
Products list, market data
Google, Microsoft
Maps, search, Earth, Messaging
Yahoo
Images (flickr), music, search, shopping, maps, jobs, traffic, travel, weather,
bookmarks (del.icio.us)
eBay
Products, market data
Technologies & Platforms
Wordpress
Blogger
Facebook
Department of Management Studies, IIT Madras
