“ We’ve Only Just Begun”
The Impact of Web 2.0 Web 2.0 Kongress, Hamburg 14 th October 2008 John Eckman, PhD Sr. Director, Optaros Labs Optaros, inc.

Agenda <ul><li>What do I mean
by Web 2.0? </li></ul><ul><li>Impact of Web 2.0 on </li></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Ecommerce </li></ul></ul><ul><ul><li>Consumer Goods </li></ul></ul><ul><ul><li>Enterprise Collaboration </li></ul></ul><ul><li>What’s next? </li></ul><ul><ul><li>The disintegating web </li></ul></ul><ul><ul><li>Data portability and the social graph </li></ul></ul><ul><ul><li>Location awareness, mobile </li></ul></ul>

Participation http://www.flickr.com/photos/dharmabumx/2890282371/

Rich Experiences http://www.flickr.com/photos/colodio/179405803/

Assembly http://www.flickr.com/photos/sharynmorrow/2669337377

Impact of Collaborative Production http://twobits.net/
http://cyber.law.harvard.edu/wealth_of_networks/Main_Page

Participation, Rich Experiences, and Assembly
Culture Experience Architecture Tightly Integrated, Server-centric Highly Integratable, Loosely Integrated, Service-centric, Standards Driven Web 1.0: First Generation Constrained by Limitations Web 2.0: Next Generation Internet Embraces the Capabilities Synchronous, Page-centric Asynchronous, Desktop-quality, Application-centric “ Surfing”, Transacting, Personalized Collaborative, Community enabling, Sharing, Participating HTML, Links, Forms, Page-centric Monolithic, Layered Assembled, Composite SOA, Orchestrated Open Source Rich UI Elements Application- Centric

How does NGI / Web
2.0 impact Media? http://www.flickr.com/photos/djfoobarmatt/2589188237/

Now Public http://www.nowpublic.com/

CNN iReport http://www.ireport.com/map

High School Sports Network http://highschoolsports.al.com/photos/

High School Sports Network http://highschoolsports.al.com/reporter/

IT World http://www.itworld.com/

What about Ecommerce? http://www.flickr.com/photos/rickharris/2179579524/

threadless http://www.threadless.com/

Shopping needs to be more
Social http://www.flickr.com/photos/roadsidepictures/1561899591/

Rue La La http://www.ruelala.com

A Peek Behind the Curtain:
Rue La La

Consumers prefer friend & family

Facebook grew 32% over the
past 12 months The 25+ demographic grew ~200% Social landscape Retailer community Focused shopping community Generic shopping community Generic community Retailer blogs Source: iStrategyLabs Demographic ~19% ~30% 25+ 0-24

Fans Easily customize and integrate
into a site Fans is simple to integrate, and a merchant can skin the app to reflect its branding and site design Be super simple to use With one click a customer can save or share product info Fans enables a retailer to improve conversion, viral growth, and reach by “socially enabling” its online store, and taking its store to places where customers spend their time Tap into existing relationships Customers don’t want to recreate their social graphs

Fans: Store View

Fans: Facebook View

Consumer Goods Companies http://www.flickr.com/photos/nathanmesser/34298883/

My Starbucks Idea http://mystarbucksidea.force.com/

Dell Community http://www.dell.com/community/

Dell on Twitter http://www.dell.com/content/topics/global.aspx/community/dell_on_twitter?c=us&l=en&s=corp

Get Satisfaction

Remember Participation? http://www.flickr.com/photos/theparadigmshifter/470341923/ http://www.nytimes.com/2008/02/25/technology/25satisfaction.html

Enterprise Collaboration http://www.flickr.com/photos/andydr/119178561/

User Management, LDAP-Integration, etc. Agile
Lightweight KM & Collaboration Wiki Blog RSS Aggregation Social Bookmarking Consistent User Interface (with Single-Sign-On)‏ Legacy System with unstructured content WWW, Internet Document Management Federated Search Flexible and lightweight components and platforms support the creation, structuring and distribution of knowledge, leading to i ncreased efficiency and effectiveness

Collaborative Publishing

Example: Internal Social Network

Optaros Intranet 2.0

What’s Next? <ul><li>The Disintegrating Web
</li></ul><ul><ul><li>Pages become Applications </li></ul></ul><ul><ul><li>Discrete functional pieces move across sites </li></ul></ul><ul><ul><li>Breaking out of the browser </li></ul></ul><ul><li>Data Portability and the Social Graph </li></ul><ul><ul><li>“ Social networks will become like air” </li></ul></ul><ul><ul><li>Lifestreaming, aggregation, syndication </li></ul></ul><ul><ul><li>Portable Contacts API, XFN/FOAF, OAuth, OpenID </li></ul></ul><ul><li>Location Awareness, Mobility </li></ul><ul><ul><li>Always on, always online devices </li></ul></ul><ul><ul><li>Constantly situated in space </li></ul></ul><ul><ul><li>Granular privacy controls </li></ul></ul>

Thanks! <ul><li>Questions? </li></ul><ul><li>To reach me:
</li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Company blogs: http://www.optaros.com/ </li></ul></ul><ul><ul><li>Personal blog: http://www.openparenthesis.org/ </li></ul></ul>