The document summarizes discussions and presentations from the Web 2.0 Expo conference in San Francisco. The conference covered topics like the importance of user testing, the future of web pages, website scaling and acquisition, freemium models, location-based services, opening platforms through APIs, HTML5 capabilities, and challenges around geolocation. Speakers were from major tech companies and discussed their experiences and learnings.

1. WEB 2.0 EXPO
Thoughts and Ideas from San Francisco :)

2. WHAT WAS
THE
CONFERENCE
ABOUT??
What have you missed?
Why was it wonderful?
Why were we happy to be there?
Why we want to go back?
What did we learn?

3. THE PLACE TO BE
Web 2.0
Open minded speakers with real
experience
The big guys (Facebook, Twitter,
Google, LinkedIn, Apple, Yahoo)
Knowledge sharing culture
AMERICAN FEEL
Held at The Moscone Center, SF
Well organized
Conferences & Keynotes
Cool shows (Smule, Parrot Drone)

4. WHAT WE ARE GOING TO
TALK ABOUT
Richard
Sylvain
Nicolas T
Nicholas V
Frédéric

5. WHAT WE ARE GOING TO
TALK ABOUT
Richard - The importance of user testing
Sylvain
Nicolas T
Nicholas V
Frédéric

6. WHAT WE ARE GOING TO
TALK ABOUT
Richard - The importance of user testing
Sylvain - The future of web pages
Nicolas T
Nicholas V
Frédéric

7. WHAT WE ARE GOING TO
TALK ABOUT
Richard - The importance of user testing
Sylvain - The future of web pages
Nicolas T - Website scaling & Acquisition
Nicholas V
Frédéric

8. WHAT WE ARE GOING TO
TALK ABOUT
Richard - The importance of user testing
Sylvain - The future of web pages
Nicolas T - Website scaling & Acquisition
Nicholas V - Freemium & location based services
Frédéric

9. WHAT WE ARE GOING TO
TALK ABOUT
Richard - The importance of user testing
Sylvain - The future of web pages
Nicolas T - Website scaling & Acquisition
Nicholas V - Freemium & location based services
Frédéric - Opening platforms using APIs

10. KNOW THE USERS

11. START SIMPLE
AND LET THE USER BUILD THE PRODUCT

13. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?

14. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?
Prototyping

15. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?
Prototyping
Proof of concept

16. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?
Prototyping
Proof of concept
Get the big picture

17. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?
Prototyping
Proof of concept
Get the big picture
Saves time

18. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?
Prototyping User testing
Proof of concept
Get the big picture
Saves time

19. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?
Prototyping User testing
Proof of concept Direct input on how
real users use the
Get the big picture product
Saves time

20. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?
Prototyping User testing
Proof of concept Direct input on how
real users use the
Get the big picture product
Saves time Identify problems

21. USABILITY TESTING
HOW DOES IT WORK AND WHAT ARE THE BENEFITS?
Prototyping User testing
Proof of concept Direct input on how
real users use the
Get the big picture product
Saves time Identify problems
Improve the product

22. PRODUCT DELEGATION

23. PRODUCT HUH?
SUMMARY
Who?
What?
Learnings from San Francisco

24. PRODUCT HUH?
SUMMARY
Product management
Design
Integration

25. WHAT’S INTEGRATION?
HTML 4: Chassis
CSS: Colors
Javascript: Engine

31. HTML 5
THE STANDARD, OUR SUPERHIGHWAY

32. HTML 5
THE STANDARD, OUR SUPERHIGHWAY
YEEE HAA
!

33. HTML 5
NATIVELY ALLOWS US TO...

34. HTML 5
NATIVELY ALLOWS US TO...
Build rich interfaces

35. HTML 5
NATIVELY ALLOWS US TO...
Build rich interfaces
Make features work
offline

36. HTML 5
NATIVELY ALLOWS US TO...
Build rich interfaces
Make features work
offline
Play audio and video
easily and fast

37. HTML 5
NATIVELY ALLOWS US TO...
Build rich interfaces
Make features work
offline
Play audio and video
easily and fast

38. HTML 5
NATIVELY ALLOWS US TO...
Build rich interfaces
Make features work
offline SOFTWARE
Play audio and video
easily and fast

39. TECHNICAL TEAM
OUR JOB

40. TECHNICAL TEAM
OUR JOB
Run the Viadeo/ApnaCircle sites

41. TECHNICAL TEAM
OUR JOB
Run the Viadeo/ApnaCircle sites
Monitoring

42. TECHNICAL TEAM
OUR JOB
Run the Viadeo/ApnaCircle sites
Monitoring
Bug fixes

43. TECHNICAL TEAM
OUR JOB
Run the Viadeo/ApnaCircle sites
Monitoring
Bug fixes
Prepare for the future

44. TECHNICAL TEAM
OUR JOB
Run the Viadeo/ApnaCircle sites
Monitoring
Bug fixes
Prepare for the future
Develop new functionality

45. TECHNICAL TEAM
OUR JOB
Run the Viadeo/ApnaCircle sites
Monitoring
Bug fixes
Prepare for the future
Develop new functionality
Anticipate the load

46. TECHNICAL TEAM
OUR JOB
Run the Viadeo/ApnaCircle sites
Monitoring
Bug fixes
Prepare for the future
Develop new functionality
Anticipate the load
For Hardware/Software

47. TECHNICAL TEAM
OUR JOB
Run the Viadeo/ApnaCircle sites
Monitoring
Bug fixes
Prepare for the future
Develop new functionality
Anticipate the load
For Hardware/Software
Integrate new technologies

48. SCALABILITY
(TECHNICAL STUFF)

49. SCALABILITY
(TECHNICAL STUFF)
Detect your weak points
Use metrics & graphs
Monitoring
Logs
Live status of services
Are things worse than they were?
Sysadmins role has evolved

50. SCALABILITY
(STILL TECHNICAL STUFF)
MySQL
Replication delay produces inconsistent results
Kill long running queries before they kill you!
MemCached
Several semantic pools to avoid failiures
No crucial information inside
Scale your platform
Twitter: +752% in 2008, APIs = 75% traffic
Using No-SQL system (e.g. Cassandra)
Capacity planning, not fire fighting

51. THE FREEMIUM MODEL

52. THE FREEMIUM MODEL
A valid model

53. THE FREEMIUM MODEL
A valid model
First popularity needs to be reached then monitization

54. THE FREEMIUM MODEL
A valid model
First popularity needs to be reached then monitization
Premium benefits need to be easy to understand

55. THE FREEMIUM MODEL
A valid model
First popularity needs to be reached then monitization
Premium benefits need to be easy to understand
Updating to premium status must be easy to find

56. THE FREEMIUM MODEL
A valid model
First popularity needs to be reached then monitization
Premium benefits need to be easy to understand
Updating to premium status must be easy to find
Segmentation is key when coming to monetization

57. THE FREEMIUM MODEL
A valid model
First popularity needs to be reached then monitization
Premium benefits need to be easy to understand
Updating to premium status must be easy to find
Segmentation is key when coming to monetization
The more active users are the more willing to pay

58. PENDING BUT NOT
AVOIDABLE

59. PENDING BUT NOT
AVOIDABLE
Geolocalization

60. PENDING BUT NOT
AVOIDABLE
Geolocalization
Definitely something that everybody sees as main issue
for the coming months (e.g. Foursquare)

61. PENDING BUT NOT
AVOIDABLE
Geolocalization
Definitely something that everybody sees as main issue
for the coming months (e.g. Foursquare)
Something that users are asking for

62. PENDING BUT NOT
AVOIDABLE
Geolocalization
Definitely something that everybody sees as main issue
for the coming months (e.g. Foursquare)
Something that users are asking for
Foursquare info aggregated with Twitter’s on new
Seesmic platform

63. PENDING BUT NOT
AVOIDABLE
Geolocalization
Definitely something that everybody sees as main issue
for the coming months (e.g. Foursquare)
Something that users are asking for
Foursquare info aggregated with Twitter’s on new
Seesmic platform
Some people have privacy concerns

64. PENDING BUT NOT
AVOIDABLE
Geolocalization
Definitely something that everybody sees as main issue
for the coming months (e.g. Foursquare)
Something that users are asking for
Foursquare info aggregated with Twitter’s on new
Seesmic platform
Some people have privacy concerns
Great added value for professional issues

65. API s

66. API s
1910

67. API s
1930

68. API s
After World War II

69. API s

70. API s
Many “corner shops” died

71. API s
Many “corner shops” died
Business went from direct to
indirect

72. API s
Many “corner shops” died
Business went from direct to
indirect
It is not just about selling in

73. API s
Many “corner shops” died
Business went from direct to
indirect
It is not just about selling in
It is more about selling through

74. API s
Many “corner shops” died
Business went from direct to
indirect
It is not just about selling in
It is more about selling through
One idea

75. API s
Many “corner shops” died
Business went from direct to
indirect
It is not just about selling in
It is more about selling through
One idea
The business is successful

76. API s
Many “corner shops” died
Business went from direct to
indirect
It is not just about selling in
It is more about selling through
One idea
The business is successful
If the retailer that it sells
through is successful

77. API s
Web 1994 was the “get me a domain and a page” era
Web 2000 was the “make my page(s) interactive and put people on it” era
Web 2010 is the “get rid of pages and glue APIs and people together” era
- Robert Scoble (Scobleizer)

78. API s
Web 1994 was the “get me a domain and a page” era
Web 2000 was the “make my page(s) interactive and put people on it” era
Web 2010 is the “get rid of pages and glue APIs and people together” era
- Robert Scoble (Scobleizer)
The API is successful if
the application that
carries it is successful

79. API s
Web 1994 was the “get me a domain and a page” era
Web 2000 was the “make my page(s) interactive and put people on it” era
Web 2010 is the “get rid of pages and glue APIs and people together” era
- Robert Scoble (Scobleizer)
The API is successful if
the application that
carries it is successful
Successful applications
will use many different
APIs

80. API s
Web 1994 was the “get me a domain and a page” era
Web 2000 was the “make my page(s) interactive and put people on it” era
Web 2010 is the “get rid of pages and glue APIs and people together” era
- Robert Scoble (Scobleizer)
The API is successful if
the application that
carries it is successful
Successful applications
will use many different
APIs

81. API s
For successful companies, 80% of traffic will come from
beyond the browser

82. API s
For successful companies, 80% of traffic will come from
beyond the browser

83. API s
For successful companies, 80% of traffic will come from
beyond the browser

84. API s
For successful companies, 80% of traffic will come from
beyond the browser

85. API s
For successful companies, 80% of traffic will come from
beyond the browser

86. API s
For successful companies, 80% of traffic will come from
beyond the browser

87. API s
For successful companies, 80% of traffic will come from
beyond the browser

88. API s
For successful companies, 80% of traffic will come from
beyond the browser

89. API s
For successful companies, 80% of traffic will come from
beyond the browser

90. API s
For successful companies, 80% of traffic will come from
beyond the browser

91. SUCCESSFUL PRACTICES
WITH API ADAPTIONS

92. SUCCESSFUL PRACTICES
WITH API ADAPTIONS
Open APIs

93. SUCCESSFUL PRACTICES
WITH API ADAPTIONS
Open APIs
Don’t reinvent the wheel

94. SUCCESSFUL PRACTICES
WITH API ADAPTIONS
Open APIs
Don’t reinvent the wheel
Help the developers

95. SUCCESSFUL PRACTICES
WITH API ADAPTIONS
Open APIs
Don’t reinvent the wheel
Help the developers
Eat your own food

96. SUCCESSFUL PRACTICES
WITH API ADAPTIONS
Open APIs
Don’t reinvent the wheel
Help the developers
Eat your own food
Data is the new business
model

97. CONCLUSION ON API s
- John Musser
Founder, Programmable Web

98. WHAT SHALL WE
CHANGE IN VIADEO?

99. WHAT SHALL WE
CHANGE IN VIADEO?
Currently

100. WHAT SHALL WE
CHANGE IN VIADEO?
Currently
Viadeo is good and powerful (compared to others)

101. WHAT SHALL WE
CHANGE IN VIADEO?
Currently
Viadeo is good and powerful (compared to others)
Good teams going in the right directions

102. WHAT SHALL WE
CHANGE IN VIADEO?
Currently
Viadeo is good and powerful (compared to others)
Good teams going in the right directions
But more communication/synchronisation is needed

103. WHAT SHALL WE
CHANGE IN VIADEO?
Currently
Viadeo is good and powerful (compared to others)
Good teams going in the right directions
But more communication/synchronisation is needed
Improvements

104. WHAT SHALL WE
CHANGE IN VIADEO?
Currently
Viadeo is good and powerful (compared to others)
Good teams going in the right directions
But more communication/synchronisation is needed
Improvements
Easiness

105. WHAT SHALL WE
CHANGE IN VIADEO?
Currently
Viadeo is good and powerful (compared to others)
Good teams going in the right directions
But more communication/synchronisation is needed
Improvements
Easiness
Speed

106. WHAT SHALL WE
CHANGE IN VIADEO?
Currently
Viadeo is good and powerful (compared to others)
Good teams going in the right directions
But more communication/synchronisation is needed
Improvements
Easiness
Speed
Open APIs

107. QUESTIONS?