This document provides an introduction to an INB(N)347 Web 2.0 Applications unit. It outlines the teaching team, unit goals and content, assessment requirements, and schedule. It then discusses the origin and evolution of Web 2.0, six key market drivers that drove its development, and introduces two case studies. Finally, it describes the eight core patterns that are keys to Web 2.0 success, including harnessing collective intelligence, leveraging user-generated data and content, and creating scalable platforms and services.

1. Jason Watson, Information Systems, QUT,
Brisbane
INB(N)347 WEB 2.0
APPLICATIONS
Week 01:
Introduction to the unit
1

2. Take away points
 Introduction to the unit
 Teaching team & resources
 Unit goal, content and objectives
 Schedule and topics
 Assessment requirements
 What is Web 2.0?
 Origin and evolution of Web 2.0
 Six key market drivers
 Case study introduction
 Ingredients of Web 2.0 success
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3. Introduction to the unit
Part One
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4. Teaching Team
 Unit Coordinator
 Jason Watson
 Room: Level 6, Y block
 Email: ja.watson@qut.edu.au
 Twitter: DrJasonWatson
 Phone: 31381656
 Consultation
 Tutor
 Sirous Panahi
 Email: sirous.panahi@student.qut.edu.au
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5. Who are you?
 Tell the class:
 who you are
 why you are here
 the best thing that has happened to you this week
(!)
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6. Social Enterprise Team
10 active researchers progressing towards research degree completion

7. What we do…
 We perform human
research: our
research is
conducted with or
about people using
their data
 We are generally
Qualitative
researchers who
examine human
behavior
Diagram: Institute for Media and Communications Management, University of St. Gallen

8. Contributions
 We typically attempt to describe the meaning,
nature, and challenges of a phenomenon
 Typically our work extends or creates a
theoretical or conceptual model or framework
 Impact is based on that new knowledge and
understanding can help to act in more
informed and effective ways.
 e.g. enhance adoption of social technologies
within an organisation or enhance clinical
outcomes by making experience sharing between
doctors more effective

9. Active research projects
 Understanding E-Learning 2.0: Analyzing students and teachers
experiences in Web 2.0 Learning, Hafiz Zakaria, (PhD)
 Web 2.0 Adoption within Enterprises: Employees' Perspectives,
Fayez Hussain Alqahtani, (PhD)
 Social BPM Capabilities, Paul Mathiesen, (PhD)
 Social Media and Cause Brand Communities, Anne Sorensen,
(PhD)
 Privacy by Design for Social Networks, Badiul Islam, (PhD)
 Social Media as Virtual Information Grounds for IT
Professionals, Bazilah, (PhD)
 Empowerment processes and outcomes in online communities,
Wisnu Wijaya, (PhD)
 Information Disclosure in social networks, Hashem Almakrami
(Prof Doc)
 Tacet Knowledge sharing by Clinicians on Social Networks,
Sirous Panahi (PhD)
 Social Media and student decision making: how students
choose their courses, Vijay Reddy (Masters) Link to google doc summa

10. Who am I?
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What I’d like to be:
(an awesome biker)
The reality (!):
(not fast or hardcore)

11. Who are you?
 Tell the class:
 who you are
 why you are here
 the best thing that has happened to you this week
(!)
11
 You can also use:
http://www.tinyurl.com/tell2013

12. Goal of INB(N)347
 Immerse you into many and varied Web 2.0
applications.
 Give you skills and knowledge required to
critically explore, assess and utilize Web 2.0
applications within diverse contexts.
 Expose you to the underlying rules and
patterns of Web 2.0, what they are and how
they can be applied.
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13. Knowledge aspects
 You will learn about
 The origin and evolution of web 2.0
 The many and varied web 2.0 applications
currently being used within different contexts
 The range of issues including legal and ethical,
associated with the use and web 2.0 applications
within different contexts.
 The principles for appraising and implementing
web 2.0 applications in different contexts
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14. Practical aspects
 On successful completion of this unit you should be
able to:
 Use a variety of web 2.0 applications
 Engage in critical and strategic assessment of the
implications of web 2.0 applications for different
contexts.
 Keep up to date with the new and emerging web
applications
14

15. The journey
Introduction to Web 2.0
Web 2.0 Patterns
Harnessing collective
intelligence
Software above the level
of a single device
Rich user experiences Lightweight models & cost
effective scalability
Innovation is assemble Leveraging the long tail
Data is the next ‘Intel
Inside’
Perpetual Beta
Technologies of Web 2.0
Web 2.0 Strategies
Users create value
Networks multiply effects
People build connections
Companies capitalize
competence
New recombines with old
Business incorporation
strategies
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16. Wikipedia Article
 Ass1: Active community participation – 20%
 Individual work
 Goal is for you to become an active participant and learner in an
online community
 Complete weeks 4+5 and weeks 9+10
 OBJECTIVE: to co-create two wiki articles as a class
Choose the nature of the article – place your suggestion here
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17. Blog posts about Web 2.0
 Ass2: Web 2.0 Pattern Blog – 40%
 Individual work
 300-500 word blog post entry each week based on current Web2.0
pattern
 Due Friday weeks 3-11 try to complete by wednesday, prior to the
next lecture
 identify a new and interesting web 2.0 application (not one of the
case studies that we discuss in class) and evaluate it against the
Web 2.0 pattern for the week.
 Common mistakes:
 discussing the pattern without evaluating a Web2.0 application;
 demonstrating little insight into the pattern e.g. missing some major aspects of the
theory (need to read notes and do additional reading)
 blog post is poorly structured, messy, and does not use media and links properly.
 We will blog externally using our real identity, let me know if you
have issues with that.
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18. Investigation of an organisation
 Ass3: Use-case Scenario & Tech Review – 40%
 Team work: students should work in groups of 3-5
 5 000 word case study on an organizations use of Web 2.0 and
a 5-10 minute netcast introducing your case study
 A two part case study report evaluating a single organisation
against all 8 patterns and the Web 2.0 strategies we discuss in
class.
 Completed weeks 11-13
Due Friday week 14
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19. What do I submit?
 Portfolio 1 in week 6 (30%)
 Portfolio 2 in week 11 (30%)
 Assignment 3 in week 14 (40%)
Electronic submission via blackboard
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20. Questions?
… followed by
Part 2: What is Web 2.0?
 Origin and evolution of Web 2.0
 Six key market drivers
 Case study introduction
 Ingredients of Web 2.0 success
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21. What is Web 2.0?
Part Two
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22. Your view...
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23. Origin and Evolution of Web 2.0
 First coined in 2004 by Tim O’Reilly and gained
notoriety at the O’Reilly Media Web 2.0 Conference
 Arose from the 2001 collapse of the dot-com bubble
 Second generation of web development and design
 Can we really use the term as many of the
technological components have existed since the
early days of the Web?
23

24. Key Market Drivers of Web 2.0
Diverse demographic, technological, and
economic changes are driving Web 2.0
1. Global customer base
2. Broadband era
3. Mobile connectivity
4. Customer Contribution
5. Decrease in production costs
6. New revenue opportunities
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25. 1. Global Customer Base
Current figures? http://www.internetworldstats.com/stats.htm
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26. 1. Global Customer Base
 Key demographic driving Web 2.0 are those
under 30 (88% online)
 Most don’t know what the world was like
before the Internet
 Impact
 Customer base for online applications is rapidly
increasing
 Practical to reach global micromarkets
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27. 2. Broadband Era
 94% of US adults have access to broadband
Internet
 Moving from a Narrowband era to a
Broadband era
 Impact
 Always on connections become part of daily lives
 Associated with user generated content
 Facilitates photo, video & audio distribution
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31. 3. Mobile Connectivity
 Mobile net growth eight times faster than PC
based access
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Impact?
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#topmobilemarkets

34. 4. Customer Contribution
 Large % of Internet population comfortable in
creating & contributing content online
 133 million blogs, 900,000 posts each day
 15 million facebook users update daily
 200,000 video daily uploads to Youtube
 Impact
 The Web has become a true two-way, read-write
platform
 Mass media has been challenged by user generated
content
 New communication means disrupting established
industries
34

35. 5. Decrease in Production
Costs
Due to:
 Cheaper hardware,
 Free software infrastructure,
 Access to global labor,
 Ability to reach niche but global markets
 Impact:
 Faster ROI and new opportunities created
 Lower barriers to entry
 VC capital requirements reduced
 Greater business model flexibility
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36. 6. New Revenue Opportunities
 Huge increase in online
advertisement revenue
 Reduced risk due to:
 Broader income alternatives
 Lower capital requirements
 Faster time to revenue
 Ad-supported delivery models can
support a wide variety of online products
and services
 Fine grain targeting of micro-markets
 Old business models interrupted, new
business model opportunities
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39. Capitalizing on these Drivers
 The true significance is that these drivers
are occurring simultaneously
 Successful Web 2.0 products and
companies capitalize on:
 New business models
 Facilitated by changes in infrastructure costs
 Reach of the long tail
 Viral network driven marketing
 New advertising based revenue
opportunities
39

40. Capitalizing on these Drivers
 New social models
 User generated content as valuable as traditional
media
 Social networks form and grow with tremendous
speed
 Global audiences reached easily
 Rich media part of everyday life online
 New technology models
 Software becomes a service
 The Internet is the development platform
 High speed access is the norm
40

41. Introducing the Case Studies
Amazon.com
 Founded by Jeff Bezos in 1995
 Pioneered online retailing
 Biggest online retailer in the world
 Now offers Earth’s biggest selection
 Over 152 million active customers
 2 million merchants selling on Amazon (1/3 of listings)
 100s of thousands of external developers
 Utilizes many of the techniques recognized as central
to a successful Web 2.0 strategy
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42. Introducing the Case Studies
Flickr.com
 Launched in 2004
 Online photo and video management and sharing
application
 Over 5 billion photos uploaded
 30 million registered users (2008 Sep)
 60 million unique monthly visitors
 3 billion page views per month
 Symbolizes a new generation of Web 2.0 companies
42

43. Ingredients of Web 2.0 Success
The Eight Core Patterns
1. Harnessing Collective Intelligence
 Create an architecture of participation that uses network
effects and algorithm to produce software that gets better
the more people use it
 Competitive advantage linked to extent to which users
add their own data
 Create an architecture of participation to actively involve
users both:
 Implicitly
 Explicitly
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44. The Eight Core Patterns
2. Data is the Next ‘Intel Inside’
 Use unique, hard to recreate data sources to become the
next ‘Intel Inside’ for this era in which data has become as
important as function
 The market has moved from the desktop to shared online
services
 Success is often less about function and more about the
data
 The value is in the data
 Establish a data strategy rather than just a product
strategy
44

45. The Eight Core Patterns
3. Innovation in Assembly
 Build platforms to foster innovation in assembly, where
remixing of data and services creates new opportunities and
markets
 A platform beats an application nearly every time
 The Web has become a platform to replace the desktop
OS
 Individual websites are becoming platforms and platform
components
 Consider a platform strategy in addition to an application
strategy
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46. The Eight Core Patterns
4. Rich User Experiences
 Go beyond traditional web-page metaphors to deliver
rich user experiences combining the best of desktop
and online software
 The static web page has given way to a new
generation of rich Internet applications
 Web based software no longer means sacrificing
user experience quality
 Combine best elements of the desktop and online
user experiences
 Create a richer, more compelling experience to
engage users and transition them from a desktop
to an online interface
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47. The Eight Core Patterns
5. Software above the Level of a Single Device
 Create software that spans Internet connected devices and
builds on the growing pervasiveness of online experience
 The PC is not the only access device for Internet
applications
 Applications limited to a single device are less valuable
than those that are connected
 Integrate data and services across desktops, mobile
devices and Internet servers
47

48. The Eight Core Patterns
6. Perpetual Beta
 Move away from old models of software development and
adoption in favor of online, continuously updated, software
as a service (SaaS) models
 Traditional design-develop-test-ship-install cycle of
packaged software is ending
 Applications are no longer software artifacts but ongoing
services
 Don’t package up new features into large releases
 Engage users to be real-time testers
 Structure services to reveal how your product is used
48

49. The Eight Core Patterns
7. Leveraging the Long Tail
 Capture niche markets profitably through the low cost
economics and broad reach enabled by the Internet
 Bulk of Internet content is small sites
 Narrow niches make up bulk of possible Internet
applications
 Reach out to the edges and not just the center
 Reach out to the Long Tail and not just the head
49

50. The Eight Core Patterns
8. Lightweight Models & Cost-Effective
Scalability
 Use lightweight business & software development
models to build products & businesses quickly & cost
effectively
 Scalability applies to both business models and
technology
 Can reduce many traditional costs and risks
 Changes in cost, reusability, process and strategy
mean more can be done for less
 A scalable, cost-effective strategy can deliver
products to market faster and cheaper without
sacrificing future growth
50

51. Suggested tasks for this week
Formal activities start from week 2, however, feel
free to begin by
 Creating your blog (we suggest
wordpress.com) and introduce yourself in your
first post. We will discuss blogging thoroughly
next lecture.
 Join the facebook group for this unit (link on
BB)
 Send your first tweet using #347class13
 Submit an idea for the wiki article (link on BB)
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52. Week 1 - Summary
 Structure of unit and assessment items
 Origin and evolution of Web 2.0
 Six key market drivers
 Case study introduction
 Ingredients of Web 2.0 success
 Looking forward to week 2
 Pattern One: Harnessing Collective Intelligence
 Assessment One and Two
52

53. Questions?
Dr Jason Watson
School of Information Systems
Science and engineering faculty
Queensland University of
Technology
Ja.watson@qut.edu.au
0402 254 670
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