Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Leveraging The Web 2.0 Movement, Dion Hinchliffe


Published on

Intervento di Dion Hinchliffe al Web2.Oltre (Milano, 13-14 giugno 2007)

Published in: Technology, Design
  • Be the first to comment

Leveraging The Web 2.0 Movement, Dion Hinchliffe

  1. 1. Leveraging The Web 2.0 Movement Exploring Web 2.0, The Global SOA, and Enterprise 2.0
  2. 2. Introductions <ul><ul><li>Dion Hinchcliffe </li></ul></ul><ul><ul><ul><li>ZDNet’s Enterprise Web 2.0 </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><li>AjaxWorld Magazine, Editor-in-Chief </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><li>Web 2.0 Journal, Editor-in-Chief </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><li>Hinchcliffe & Company </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><li>Web 2.0 University </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul>
  3. 3. First, some basics on Web 2.0 and SOA
  4. 4. A Brief History of the Web <ul><li>15 years old </li></ul><ul><ul><li>One entire boom and bust cycle </li></ul></ul><ul><li>A simple, flat structure based on pages and hyperlinks </li></ul><ul><li>Everything on the Web happens with HTTP: </li></ul><ul><li>Invented by Tim Berners-Lee </li></ul><ul><li>A new type of platform </li></ul><ul><ul><li>Fundamentally communication-oriented </li></ul></ul>
  5. 5. The Web: Then and Now
  6. 6. Web 1.0 <ul><li>Mostly about navigating the Web: surfing </li></ul><ul><li>Most content was produced by central media companies </li></ul><ul><li>Few people put content online themselves and helped shape the Web directly </li></ul><ul><li>It was hard and expensive to create Web sites and applications </li></ul><ul><li>Only a few million people online </li></ul><ul><li>Unproven business models </li></ul><ul><li>The Web browser was the only way to browse </li></ul>
  7. 7. Web 2.0 <ul><li>Very two-way use of the Web to consume and create content </li></ul><ul><ul><li>Tens of millions of people blogging </li></ul></ul><ul><ul><li>Participation instead of publishing </li></ul></ul><ul><li>The Web is now produced primarily on the edge of the Internet, instead of the center </li></ul><ul><li>1 billion people online. Source : IDC </li></ul><ul><li>Proven business models </li></ul><ul><li>Many ways to interact with the Web </li></ul>
  8. 8. The Challenge of Defining Web 2.0 <ul><li>Web 2.0 is Ajax </li></ul><ul><li>Web 2.0 is user generated content </li></ul><ul><li>Web 2.0 is social software </li></ul><ul><li>Web 2.0 is syndication and Web services </li></ul><ul><li>These are all correct, so there must be a deeper underlying principle </li></ul>
  9. 9. First Web 2.0 “Compact” Definition <ul><li>“ 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 &quot;architecture of participation,&quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.” – Tim O’Reilly </li></ul>
  10. 10. Our Working Definition of Web 2.0 Today <ul><li>“ Networked applications that explicitly leverage network effects .” – Tim O’Reilly </li></ul>
  11. 11. But what is Web 2.0 really?
  12. 12. 90% Complete View of Forces and Elements of Web 2.0 ( and SOA )
  13. 13. Backgrounder on Web 2.0 <ul><li>A term that signifies a set of clearly apparent, widespread new trends in the way that the Web is being used </li></ul><ul><li>Not a technology ; a widespread change in the behavior and scale of the Web and its audience </li></ul><ul><li>Sometimes known as the Read/Write Web </li></ul><ul><li>The core principle often cited is harnessing collective intelligence (Source: Tim O’Reilly) </li></ul>
  14. 14. Examples of Web 2.0 <ul><li>Turning the traditional Web page into real software applications (aka AJAX) </li></ul><ul><ul><li>Office 2.0 </li></ul></ul><ul><ul><li>Google Maps ( </li></ul></ul><ul><ul><li>Flickr ( </li></ul></ul><ul><li>Web sites made of content created entirely by their users </li></ul><ul><ul><li>MySpace – social networking </li></ul></ul><ul><ul><li>YouTube – social media sharing </li></ul></ul><ul><ul><li>Digg – peer production news </li></ul></ul><ul><ul><li>Wikipedia – reference information </li></ul></ul><ul><ul><li>eBay – online product sales </li></ul></ul>
  15. 15. More Examples <ul><li>People “remixing” the Web from the vast pool of content and services </li></ul><ul><ul><li>Largest example by </li></ul></ul><ul><ul><li>Ad hoc browser-based apps </li></ul></ul><ul><ul><li>ProgrammableWeb’s hundreds of “mashups” and open APIs </li></ul></ul><ul><li>Unprecedented peer production scale: A massive influx of user generated content via social media </li></ul><ul><ul><li>YouTube (65,000 new videos a day) </li></ul></ul><ul><ul><ul><li>Source: YouTube Fact Sheet </li></ul></ul></ul><ul><ul><li>Blogosphere (900,000 new posts per day) </li></ul></ul><ul><ul><ul><li>Source: Technorati </li></ul></ul></ul>
  16. 16. Result: The “You” Era Time Magazine’s Person of the Year 2006
  17. 17. The 7 Core Principles of Web 2.0 <ul><li>The Web as Platform </li></ul><ul><li>Data as the next “Intel Inside” </li></ul><ul><li>End of the Software Release Cycle </li></ul><ul><li>Lightweight Software and Business Models </li></ul><ul><li>Software Above the Level of a Single Device </li></ul><ul><li>Rich User Experiences </li></ul><ul><li>Harnessing Collective Intelligence </li></ul>
  18. 18. The concepts of Web 2.0 <ul><li>The Web As Platform </li></ul><ul><ul><li>The Web as a real software platform </li></ul></ul><ul><ul><li>Leveraging it’s intrinsic strengths </li></ul></ul><ul><li>Harnessing Collective Intelligence </li></ul><ul><ul><li>Services that improve and get richer the more that people use them (Wikipedia, BitTorrent, YouTube) </li></ul></ul><ul><ul><li>Production of every kind moving to the edge of the network </li></ul></ul><ul><li>Information as the Core Capability, Not Software </li></ul><ul><ul><li>Google Maps, SourceForge, “Blogosphere”, NAVTEQ </li></ul></ul><ul><li>End of Discrete Software Releases </li></ul><ul><ul><li>Continuous improvement becomes the norm (zero-footprint Ajax software, SaaS, federated Web services) </li></ul></ul><ul><li>cont’d... </li></ul>
  19. 19. Tenets of Web 2.0 Continued <ul><li>Lightweight Programming Models </li></ul><ul><ul><li>Simple pragmatism: Emergent models that just work </li></ul></ul><ul><ul><ul><li>Examples: Ruby on Rails, PHP, mashups, widgets, badges </li></ul></ul></ul><ul><ul><li>Easy Integration no matter who is on the other end </li></ul></ul><ul><ul><li>General preference for RSS, REST, POX/HTTP over SOAP, WS-* </li></ul></ul><ul><ul><li>Syndication instead of coordination and control </li></ul></ul><ul><ul><ul><li>Tyranny of the mustUnderstand Header </li></ul></ul></ul><ul><ul><li>Supports innovation in assembly, similar to the mass production of component PCs </li></ul></ul><ul><li>Fundamentally Federated Software Systems </li></ul><ul><ul><li>Examples: iTunes, blogosphere, SourceForge </li></ul></ul><ul><li>Rich User Experiences </li></ul><ul><ul><li>Ajax, Flash, Flex, Laszlo, XUL, WPF/E </li></ul></ul><ul><ul><li>Results in software as good as can be found anywhere with few exceptions </li></ul></ul><ul><ul><li>Invariably requires a Web service infrastructure or SOA </li></ul></ul>
  20. 20. Core Competencies of Web 2.0 <ul><li>Online services, not packaged software, with cost-effective scalability </li></ul><ul><ul><li>Software as a Service (Web service or UI) </li></ul></ul><ul><li>Maintaining control over unique, hard-to-recreate information that gets richer the more that people use it </li></ul><ul><li>Trusting your users as co-developers </li></ul><ul><li>Harnessing collective intelligence </li></ul><ul><li>Leveraging The Long Tail </li></ul><ul><li>Lightweight user interfaces, development models, and business models </li></ul><ul><ul><li>Business Models: Customer Self-Service, The Long Tail, Turning Applications into Platforms, Encouraging Unintended Uses </li></ul></ul>
  21. 21. The Question of Who’s in Control
  22. 22. Business is Embracing Web 2.0 Ideas Quickly However Source : McKinsey & Company
  23. 23. Brief Introduction to SOA <ul><li>From :   SOA is an architectural style whose goal is to achieve loose coupling among interacting software agents . A service is a unit of work done by a service provider to achieve desired end results for a service consumer . Both provider and consumer are roles played by software agents on behalf of their owners. </li></ul><ul><li>From :   SOA defines how two computing entities , such as programs, interact in such a way as to enable one entity to perform a unit of work on behalf of another entity . Service interactions are defined using a description language . Each interaction is self-contained and loosely coupled, so that each interaction is independent of any other interaction. </li></ul>
  24. 24. SOA Definition Bottom Line: <ul><li>SOA is a modular software architecture , and the modules are services designed to interact with each other. </li></ul><ul><ul><li>Important Note: SOA also contains higher order constructs such as composite applications, orchestration, coordination, and more exist. </li></ul></ul><ul><li>SOAs are usually based on open standards to encourage automatic interoperability of services designed separately. </li></ul><ul><ul><li>A good SOA could still violate this rule however </li></ul></ul><ul><ul><li>See Thomas Erl and Seven Principles of SO </li></ul></ul>
  25. 25. Key Trends <ul><li>Gartner recently reported that Service-Oriented Architecture is now the leading organizing principle in the enterprise space, with 80% of all development using SOA principles by 2008. </li></ul><ul><li>McKinsey and the Sandhill Group report that Web 2.0 in the enterprise will be one of the major disruptive influences in enterprise software in 2007. </li></ul><ul><ul><li>Quote: “Web 2.0 also represents the most significant and easily accessed opportunity for new growth, innovation, and increased productivity.” </li></ul></ul>
  26. 26. More Key Trends <ul><li>48% of all CIOs globally are planning in 2007 to implement service-oriented architectures for integration with external trading partners. </li></ul><ul><li>Implications: </li></ul><ul><ul><li>This is making software increasingly service-based and highly composite </li></ul></ul><ul><ul><li>The simultaneous rise of services on the Web and services in the enterprise are driving a focus on building service-based software (SaaS) </li></ul></ul><ul><ul><li>Security, governance, and IT management are all going to change in a world of services </li></ul></ul>
  27. 27. The Growing Global SOA
  28. 28. Key Point: Turning Applications Into Platforms <ul><li>Openly exposing the features of software and data to customers, end-users, partners, and suppliers for reuse and remixing </li></ul><ul><li>This strategy requires documenting, encouraging, and actively supporting the application as a platform </li></ul><ul><ul><li>Has serious governance implications </li></ul></ul><ul><li>Provide legal , technical , and business reasons to enable this (or it won’t happen) : </li></ul><ul><ul><li>Fair licensing, pricing, & support models </li></ul></ul>
  29. 29. Strange Attractors: Similarities between Web 2.0 and SOA
  30. 30. But they don’t end there...
  31. 31. Major implications of Web 2.0 and SOA Convergence <ul><li>Ajax and RIAs are rapidly growing in importance as the front-end to SOAs </li></ul><ul><ul><li>A natural fit since RIAs must have services to function and open APIs are a leading trend </li></ul></ul><ul><li>Simpler services have the most reach </li></ul><ul><ul><li>Both technology (REST, JSON) and interface complexity </li></ul></ul><ul><li>Challenges for tooling, which tends to support older Web services models </li></ul><ul><li>The Web is becoming the largest repository of service-oriented functionality and content. </li></ul>
  32. 32. Some Observations <ul><li>Top-down vs. Bottom-Up </li></ul><ul><ul><li>SOAs tends to be a top down architectural phenomenon </li></ul></ul><ul><ul><ul><li>Few developers report developing with SOA </li></ul></ul></ul><ul><ul><li>Web 2.0 is a widespread, grassroots industry phenomenon </li></ul></ul><ul><li>Here today vs. promises tomorrow </li></ul><ul><ul><li>Full-strength SOA (WS-* of any kind) is difficult to do with available tooling (60+ standards today) </li></ul></ul><ul><ul><li>However, Web 2.0 techniques are entirely in existence today </li></ul></ul><ul><ul><ul><li>Though some, like end-user guided browser mashups, certainly have immature tooling </li></ul></ul></ul>
  33. 33. And Developer Options Abound: The Palette of Service Models is Large
  34. 34. What then are Web 2.0-style Web services? <ul><li>The most common Web service approaches “in the wild” are ones based on the “grain” of the Web: </li></ul><ul><ul><li>Representation State Transfer, or REST. </li></ul></ul><ul><ul><li>Created by Roy Fielding, the co-creator of HTTP, the fundamental protocol of the Web. </li></ul></ul><ul><ul><li>Designed to fit naturally into Internet architecture </li></ul></ul><ul><ul><li>Extremely simple, not a standard, just a style of using HTTP </li></ul></ul><ul><ul><li>Fully embraces the workings of HTTP and uses its verbs (GET, PUT, POST, DELETE) on top of a granular, sensical URL structure to indicate what is to happen. </li></ul></ul>
  35. 35. REST Service Example:
  36. 36. The Result: Web-Oriented Architecture or WOA
  37. 37. <ul><li>Web 2.0 Stories </li></ul><ul><li>Just three of many… </li></ul>
  38. 38. The Global SOA Emerges <ul><li>The best source of services is the Web </li></ul><ul><li>A new generation of apps Is emerging made primarily of other pieces of the Web </li></ul><ul><li>’s Web 2.0 Matrix with surprisingly even API coverage </li></ul><ul><ul><li> </li></ul></ul>
  39. 39. Example: XM Radio <ul><li>XM Radio is a satellite radio provider that has recently embraced some of the tenets of Product Development 2.0.  </li></ul><ul><li>Their Top 20 on 20 channel is one of the most popular channels XM has yet created.  Why? </li></ul><ul><ul><li>Because control of it has been entirely handed over to its users.  Says the Wikipedia entry on Top 20 on 20: &quot; The channel plays everything new from rock to rap, with the songs chosen by online votes to the XM website. One can also vote their favorite songs by calling the station number, or text messaging. The channel is completely automated by listener voting with no DJ interruption. </li></ul></ul><ul><li>Top 20 on 20 is now one of the most popular music channels on XM. According to XM's internal research, the channel achieves 1.8 million listeners a week. &quot; </li></ul>
  40. 40. Example: General Motors <ul><li>Chevy Apprentice Campaign </li></ul><ul><ul><li>Two-way collaborative video production effort between customers and corporate. </li></ul></ul><ul><ul><li>Over 22,000 videos were ultimately submitted. </li></ul></ul><ul><ul><li>Including submissions highly critical of the Chevy Tahoe SUV. </li></ul></ul><ul><ul><li>GM anticipated this and only removed offensive videos. </li></ul></ul><ul><ul><li>Established trust with existing and potential customers. </li></ul></ul><ul><ul><li>Increased general awareness about the product. </li></ul></ul><ul><ul><li>Community and discussion about the product in a way that would never have happened otherwise. </li></ul></ul>
  41. 41. Introducing Enterprise 2.0 <ul><li>Conceived by Harvard Business School Professor Andrew McAfee </li></ul><ul><li>Defined as emergent, freeform, social applications for use within the enterprise </li></ul><ul><li>Primarily to improve the collaboration problem (discussed shortly) </li></ul><ul><li>The use of blogs and wikis to capture institutional knowledge, make it discoverable and lets structure and organization emerge naturally </li></ul>
  42. 42. Why is Enterprise 2.0 different? <ul><li>Maturation of techniques that leverage how people work best </li></ul><ul><li>Realization of the power of emergent solutions over pre-defined solutions </li></ul><ul><li>Nearly zero-barriers to use </li></ul><ul><li>And more... </li></ul>
  43. 43. The Enterprise 2.0 Checklist <ul><li>SLATES </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Linking </li></ul></ul><ul><ul><li>Authorship </li></ul></ul><ul><ul><li>Tagging </li></ul></ul><ul><ul><li>Extensions </li></ul></ul><ul><ul><li>Signals </li></ul></ul>
  44. 44. SLATES explained... <ul><li>SLATES describes the combined use of effective enterprise search and discovery; </li></ul><ul><li>Using links to connect information together into a meaningful information ecosystem using the model of the Web; </li></ul><ul><li>Providing low-barrier social tools for public authorship of enterprise content; </li></ul><ul><li>Tags to let users create emergent organizational structure; </li></ul><ul><li>Extensions to spontaneously provide intelligent content suggestions similar to Amazon's recommendation system, and; </li></ul><ul><li>Signals to let users know when enterprise information they care about has been published or updated, such as when a corporate RSS feed of interest changes. </li></ul>
  45. 45. Other key reasons for Enterprise 2.0 <ul><li>Non-interruptive, highly leveragable, scalable collaboration... </li></ul>
  46. 46. Significant Motivation Exists For Enterprise 2.0 <ul><li>Increased levels of productivity that were inaccessible until now </li></ul><ul><li>Enablement of tacit interactions on a previously unknown scale (Source: McKinsey & Company) </li></ul>
  47. 47. Conclusion <ul><li>Web 2.0 is just beginning </li></ul><ul><ul><li>The leading edge of the hype is now over and the hard work of applying all this is left. </li></ul></ul><ul><li>Much more on the horizon </li></ul><ul><ul><li>Including Web 3.0 , the final arrival of the Semantic Web & Semantic Enterprise </li></ul></ul><ul><li>The full aftershocks of Web 2.0 will be felt for 10 or 20 years or more </li></ul><ul><ul><li>AKA Forrester’s Social Computing vision </li></ul></ul>
  48. 48. Questions or Slides: [email_address]