Web20 An Introduction

Web 2.0
Introduction
Wojciech Wiza, PhD
Poznan University of Economics
Poznan, Poland

Ed 2.0 Work Project

© 2013 Wojciech Wiza PUE
For Ed 2.0 Work EC LLP Project

Agenda
l  Trends in contemporary Web
l  Key terms and concepts

l  Web 2.0 in different aspects:
l  Technological
l  Economical
l  Social


Trends in evolution
of Web / Internet
Semantic Social & economic
l  Web l  Web 1.0

l  Semantic Web l  Web 2.0

l  … (?) l  ... (?)

Real world integration
l  Internet

l  Internet of Things

l  … (?)
Web ≠ Internet

Semantic Web
l  Semantic Web is an evolving extension of the WWW in
which the semantics of information and services on the
Web is defined, making it possible for the Web to
understand and satisfy the requests of people and
machines to use the Web content
l  It derives from World Wide Web Consortium director Tim
Berners-Lee's vision of the Web as a universal medium
for data, information, and knowledge exchange
l  The semantic Web is a vision of information that is
understandable by computers, so that they can perform
more of the tedious work involved in finding, sharing, and
combining information on the Web


Internet of Things
l  Internet of Things – a network of objects,
such as household appliances, personal
belongings, store inventory, cars, tools, etc.
l  Enabling technologies
l  Wireless networks
l  RFID identification
l  Sensors
l  Embedded intelligence
l  Miniaturization of computers

Web 2.0

NEXT GENERATION OF WEB

Web 2.0
l  Term used since the O'Reilly Media Web 2.0
conference in 2004
l  O'Reilly: Web 2.0 is the business revolution in the
computer industry caused by the move to the
Internet as a platform, and an attempt to
understand the rules for success on that new
platform
l  O'Reilly: "2.0" refers to the historical context of
web businesses "coming back" after the 2001
collapse of the dot-com bubble, in addition to the
distinguishing characteristics of the projects


Web 2.0
l  "Web 2.0" – changing trends in the use of
WWW technology and Web design that aim
to enhance and profit from users’ creativity,
communication, information sharing,
collaboration and functionality of the Web
l  Changes in the use and the business models

l  Basically, no change in the technology


Web 2.0 – Scepticism
l  Tim Berners-Lee (2006)
l  IBM developerWorks: You know, with Web 2.0, a
common explanation out there is Web 1.0 was about
connecting computers and making information
available; and Web 2 is about connecting people
and facilitating new kinds of collaboration. Is that
how you see Web 2.0?
l  Berners-Lee: Totally not. Web 1.0 was all about
connecting people. It was an interactive space,
and I think Web 2.0 is, of course, a piece of jargon,
nobody even knows what it means. (…)


Web 2.0 – Examples
Web 1.0 Web 2.0
DoubleClick Google AdSense
Ofoto Flickr
Akamai BitTorrent
mp3.com Napster
Britannica Online Wikipedia
personal websites blogging
page views cost per click
screen scraping Web Services
directories (taxonomy) tagging ("folksonomy")

Netscape vs Google
l  Netscape was for Web 1.0 the same as Google
is for Web 2.0
l  Netscape – software selling model
l  Selling web browsers will create demand for web
servers (read: we will sell them too)
l  In fact: popularized web as a information media
l  Google – web application model
l  Content is a “commodity”
l  Google has expertise in databases (or in searching
within databases)
l  In fact: popularized web as an application platform


Examples of Web 2.0 services
l  Facebook
l  LinkedIn
Web 2.0
l  Flickr Services

l  YouTube Services with
elements of
Web 2.0
l  Twitter

l  Allegro

l  Google


Changing users’ role
l  Users are both content
consumers and content
producers
l  Prosumer (producer + consumer)
l  Content is often created by
combining, merging and
annotating other content
l  Content can be created
explicitely or implicitely


Web 2.0 „Commodity”
l  Information as a main resource in Web 2.0
l  Who posses information have clients and
development
l  Unique content is a key


Main concepts
l  Communities
l  Tagging and bookmarking

l  Syndication

l  Mush-ups

l  Mobility

l  Cooperation


Terms: Social networks
l  In the late 1960s, the sociologist Stanley
Milgram investigated the "small-world
phenomenon“
l  Five or six steps, on average, to get a letter
from Nebraska to Massachusetts
l  Certain paths were considerably
shorter because
the package reached
a "hub" or "broker“ node


Terms: Mashup
l  A mashup is a Web application that combines data
from more than one source into a single integrated
tool
l  Easy, fast integration, frequently done by access to
open APIs and data sources to produce results that
were not the original goal of the data owners
l  An example is the use of cartographic data from
Google Maps to add location information to real-
estate data, thereby creating a new and distinct Web
service that was not originally provided by either
source


Terms: Folksonomy
l  Folksonomy (from folk + taxonomy) is the practice
and method of collaboratively creating and
managing tags to annotate and categorize content
l  Folksonomy describes the bottom-up classification
systems that emerge from social tagging.
l  In contrast to traditional subject indexing, metadata
is generated not only by experts but also by creators
and consumers of the content.
l  Usually, freely chosen keywords are used instead of
a controlled vocabulary.


Terms: Cloud
l  Computational cloud – model of data processing
based on external hardware/software provider
l  Client does not invest in hardware/software but
buys/lends it when needs it.
l  Cloud types:
l  IaaS – infrastructure as a service
l  PaaS – platform…
l  SaaS – service…
l  CaaS – communication…


Terms: AJAX
l  AJAX (Asynchronous JavaScript and XML) –
a group of interrelated Web development
techniques used to create interactive web
applications or Rich Internet Applications
(RIA)
l  With AJAX, Web applications can retrieve
data from the server asynchronously in the
background without interfering with the
display and behavior of the existing page

Terms: Network effect
l  A network effect (also called network
externality) is the effect that one user of
a good or service has on the value of
that product to other users
l  The more people own telephones, the
more valuable the telephone is to each
owner. This creates a positive
externality because a user may
purchase their phone without intending
to create value for other users, but
does so in any case


Terms: The Long Tail

l  Coined by Chris Anderson in Oct 2004
Wired magazine article to describe the
niche strategy of businesses, such as
Amazon.com or Netflix, that sell a large
number of unique items, each in relatively
small quantities
l  80%-20% statistical rule


Winning strategy
l  One should resign to win:
l  Wikipedia: centralized edition
l  Amazon: physical bookstores
l  Google: big clients
l  …


Different points of view

1 • Technical aspect
2 • Economical aspect
3 • Social aspect


Technical aspects of Web 2.0
l  Web 2.0 is not a new technology
l  Web technologies develop continuously
l  Technologies associated with Web 2.0:
l  AJAX – Asynchronous JavaScript and XML
l  Data formats: XML, JSON
l  Information syndication: RSS, Atom
l  Programming interfaces – SOAP, REST, XML RPC
l  Most of them existed before Web 2.0


Economical aspects:
Cash flow curves
l  The physical-world curve
shows a traditional path
to profitability
l  The Web 1.0 curve
shows the higher
expenses of seeking a
huge audience, but also
the greater return on
possible investment
l  Web 2.0 curve is
different!


Economical aspects: changing
model business
l  New role of content and rights to content
l  New business models and redefined
traditional models
l  Taking into account massive user involvement
l  Amazon model
l  Apple (iTunes) model
l  Freemium model


Central role of users
(eBay example)
l  eBay's product is the collective activity of all
its users
l  eBay grows organically in response to user
activity, and the company's role is as an
enabler of a context in which that user activity
can happen
l  eBay's competitive advantage comes almost
entirely from the critical mass of buyers and
sellers, which makes any new entrant offering
similar services significantly less attractive

Example: Wikipedia
l  Wikipedia – an online encyclopedia based on the
notion that an entry can be added by any Web user,
and edited by any other
l  Eric Raymond's: "with enough eyeballs, all bugs are
shallow,“ applied to content creation
l  Founded in 2001 – now in 10 top websites!
l  There are more than 75,000 active contributors
working on more than 10,000,000 articles in more
than 260 languages
l  650+ million visitors per year


Users create value
l  The concept of "pro-sumer“ – someone who
is a mix of a DIY producer and consumer
(Alvin Toffler, 1980)
l  Hard to implement until Web development
l  Web 2.0 reinforces network effects because
online users are no longer limited by how
many things they can find, see, or download
off the Web, but rather by how many things
they can do, interact, combine, remix, upload,
change, and customize for themselves

Social networks
l  In the late 1960s, the sociologist Stanley
Milgram investigated the "small-world
phenomenon“
l  Five or six steps, on average, to get a letter
from Nebraska to Massachusetts
l  Certain paths were considerably
shorter because
the package reached
a "hub" or "broker“ node


Key roles and linkages in
social networks
l  Connectors
l  Know and want to
introduce people
to each other
l  Mavens
l  Like to share
information
l  Salesmen
l  Can convince people
to act and to buy


Social networks on the Web
l  Some of the most popular services on the
Web today are online social networks built to
help people find each other, share their
stories, and connect.
l  Flickr, for example, is most commonly thought of
as a photo-sharing site, not a social networking
site, but the social aspect is critical to its success
l  Amazon relies on rankings from readers to give its
reviewers a sense of enhanced status and
recognition

Social networks
l  LinkedIn – business networking
l  Facebook – personal web pages


Social networks topology


Key roles in on-line networks
l  The Web helps connectors, salesmen, and mavens
reach an exponentially larger audience, more frequently,
more easily, and almost instantaneously
l  Offline connectors develop relationships over time in
face-to-face meetings with many other individuals
l  Online connectors benefit from using the Web, IM, email,
audio, and video to connect directly to more people,
more frequently, and more interactively


Key roles in on-line networks
l  Offline mavens have in-depth knowledge about a
particular subject and are eager to share it
l  Online mavens have an instantaneous means of
broadcasting and publishing the knowledge they want to
share and become information providers and brokers
through referrals, reviews, forums, and communities that
supplement emails, syndication (RSS) feeds, blogs, and
wikis
l  Offline salesmen influence people to take action;
l  Online salesmen do the same thing but are supported by
many different interactive formats and media.


Web 2.0 in Education
l  Web 2.0 tools change the way the knowledge
is delivered
l  Increasing importance of common creation
instead of consumption
l  Wikis
l  Shared presentations
l  Social networks


Web 2.0 in Work
l  Rising acceptance of social tools among
employers
l  In creative sectors
l  In training
l  Some companies encourages personnel to
write blogs
l  Recognition of potential problems
l  Social networks
l  Closed networks

Rogers Adoption Curve
l  Rogers Adoption Curve is often used to
explain the rate of adoption of a new
technology or product
l  A theory for the adoption
of innovations among
individuals and
organizations (1962)


Web 2.0 – Problems
l  ”I did not know so many idiots are in the world
until I start using Internet" (S.Lem)
l  Excessive hype
l  Lack of simple definition
l  Incompetence
l  Slow adoption curves of some applications
l  Need for permanent connection
l  Too much focus on the technology
l  Social problems: trolling, haters

Legal aspects
l  Web 1.0 required signed agreements
between sites and users using the content
l  Web 2.0 – opennes and simplicity, new
licence types (open sources, Apache licence,
creative commons)


THANK YOU


Web20 An Introduction

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