Introduction to Web 2.0

Introduction to
Web 2.0
Reggie Santos
UP ITDC

Outline
 Brief History
 Differences Between Web 1.0 and Web 2.0
 The Web as Platform
 Harnessing Collective Intelligence
 Blogging and the Wisdom of Crowds
 Data is the Next Intel Inside
 Brief History
 Differences Between Web 1.0 and Web 2.0
 The Web as Platform
 Harnessing Collective Intelligence
 Blogging and the Wisdom of Crowds
 Data is the Next Intel Inside

Outline
 End of the Software Release Cycle
 Lightweight Programming Models
 Software Above the Level of a Single Device
 Rich User Experiences
 Core Competencies
 References
 End of the Software Release Cycle
 Lightweight Programming Models
 Software Above the Level of a Single Device
 Rich User Experiences
 Core Competencies
 References

Brief History
"Web 2.0"
 Began with a conference brainstorming session
between O'Reilly and MediaLive International
 The companies that had survived the dot-com collapse
seemed to have some things in common
"Web 2.0"
 Began with a conference brainstorming session
between O'Reilly and MediaLive International
 The companies that had survived the dot-com collapse
seemed to have some things in common

Brief History – dot-
com Collapse

Difference between
Web 1.0 and Web 2.0
Web 1.0 Web 2.0
DoubleClick Google AdSense
Ofoto Flickr
Akamai BitTorrent
mp3.com Napster
Britannica Online Wikipedia
personal websites blogging
evite upcoming.org and EVDB

Difference between
Web 1.0 and Web 2.0
Web 1.0 Web 2.0
domain name speculation Search Engine Optimization (SEO)
page views cost per click
screen scraping web services
publishing participation
content management systems wikis
directories (taxonomy) tagging (“folksonomy”)
stickiness syndication

Web 2.0: The Web as
Platform
Netscape vs. Google
 the value of the software is proportional to the scale
and dynamism of the data it helps to manage
Netscape vs. Google
 the value of the software is proportional to the scale
and dynamism of the data it helps to manage

Web 2.0: The Web as
Platform
DoubleClick vs. Overture and AdSense
 leverage customer self-service and algorithmic data
management to reach out to the entire web, to the
edges and not just the center, to the long tail and not
just the head
 leverage customer self-service and algorithmic data
management to reach out to the entire web, to the
edges and not just the center, to the long tail and not
just the head

Web 2.0: The Web as
Platform
 “the long tail”

collective power of the small sites that make
up the bulk of the web's content
 “the long tail”

collective power of the small sites that make
up the bulk of the web's content

Web 2.0: The Web as
Platform

eBay enables occasional transactions of only a few
dollars between single individuals, acting as an
automated intermediary

eBay enables occasional transactions of only a few
dollars between single individuals, acting as an
automated intermediary

Web 2.0: The Web as
Platform

Napster (though shutdown for legal reasons) built its
network not by building a centralized song database, but
by architecting a system in such a way that every
downloader also became a server, and thus grew the
network

Napster (though shutdown for legal reasons) built its
network not by building a centralized song database, but
by architecting a system in such a way that every
downloader also became a server, and thus grew the
network

Web 2.0: The Web as
Platform
Akamai vs. BitTorrent
 every client is also a server
 files are broken up into fragments that can be served
from multiple locations, transparently harnessing the
network of downloaders to provide both bandwidth
and data to other users
 every client is also a server
 files are broken up into fragments that can be served
from multiple locations, transparently harnessing the
network of downloaders to provide both bandwidth
and data to other users

Web 2.0: The Web as
Platform
 the more popular the file, the faster it can be served
 the service automatically gets better the more people
use it
 the more popular the file, the faster it can be served
 the service automatically gets better the more people
use it

Web 2.0: The Web as
Platform
 there is an implicit “architecture of participation”, a
built-in ethic of cooperation, in which the service acts
primarily as an intelligent broker, connecting the edges
to each other and harnessing the power of the users
themselves
 there is an implicit “architecture of participation”, a
built-in ethic of cooperation, in which the service acts
primarily as an intelligent broker, connecting the edges
to each other and harnessing the power of the users
themselves

Web 2.0: Harnessing
Collective
Intelligence

Hyperlinking is the foundation of the web

The web of connections grows organically as an
output of the collective activity of all web users

Hyperlinking is the foundation of the web

The web of connections grows organically as an
output of the collective activity of all web users

Web 2.0: Harnessing
Collective
Intelligence

Web 2.0: Harnessing
Collective
Intelligence

Yahoo! was born as a catalog, or directory of links, an
aggregation of the best work of thousands, then millions
of users

Yahoo! was born as a catalog, or directory of links, an
aggregation of the best work of thousands, then millions
of users

Web 2.0: Harnessing
Collective
Intelligence

Google's breakthrough in search was PageRank, a
method of using the link structure of the web rather than
just the characteristics of documents to provide better
search results

Google's breakthrough in search was PageRank, a
method of using the link structure of the web rather than
just the characteristics of documents to provide better
search results

Web 2.0: Harnessing
Collective
Intelligence

eBay's product is the collective activity of all its users

like the web itself, eBay grows organically in
response to user activity

the company's role is an enabler of a context in
which that user activity can happen

eBay's product is the collective activity of all its users

like the web itself, eBay grows organically in
response to user activity

the company's role is an enabler of a context in
which that user activity can happen

Web 2.0: Harnessing
Collective
Intelligence

Amazon sells the same products as competitors such as
Barnesandnoble.com, and they receive the same
product descriptions, cover images, and editorial content
from their vendors

Amazon sells the same products as competitors such as
Barnesandnoble.com, and they receive the same
product descriptions, cover images, and editorial content
from their vendors

Web 2.0: Harnessing
Collective
Intelligence

But Amazon has made a science of user engagement

While a Barnesandnoble.com search is likely to lead
with the company's own products or sponsored
results, Amazon always leads with the “most
popular” , a real-time computation based not only
on sales but other factors that Amazon insiders call
the “flow” around products

But Amazon has made a science of user engagement

While a Barnesandnoble.com search is likely to lead
with the company's own products or sponsored
results, Amazon always leads with the “most
popular” , a real-time computation based not only
on sales but other factors that Amazon insiders call
the “flow” around products

Web 2.0: Harnessing
Collective
Intelligence

Wikipedia

an online encyclopedia based on the unlikely notion
that an entry can be added by an web user, and
edited by any other

radical experiment in trust

Wikipedia

an online encyclopedia based on the unlikely notion
that an entry can be added by an web user, and
edited by any other

radical experiment in trust

Web 2.0: Harnessing
Collective
Intelligence
“with enough eyeballs, all bugs are
shallow” – Eric Raymond
“with enough eyeballs, all bugs are
shallow” – Eric Raymond

Web 2.0: Harnessing
Collective
Intelligence

Sites like del.icio.us and Flickr have pioneered a concept
that some people call “folksonomy” (in contrast to
taxonomy)

a style of collaborative categorization of sites using
freely chosen keywords, often referred to as tags

tagging allows for the kind of multiple overlapping
associations that the brain itself uses, rather than
rigid categories

Sites like del.icio.us and Flickr have pioneered a concept
that some people call “folksonomy” (in contrast to
taxonomy)

a style of collaborative categorization of sites using
freely chosen keywords, often referred to as tags

tagging allows for the kind of multiple overlapping
associations that the brain itself uses, rather than
rigid categories

Web 2.0: Harnessing
Collective
Intelligence

Collaborative spam filtering products like Cloudmark
aggregate the individual decisions of email users about
what is and is not spam, outperforming systems that rely
on analysis of the messages themselves

Collaborative spam filtering products like Cloudmark
aggregate the individual decisions of email users about
what is and is not spam, outperforming systems that rely
on analysis of the messages themselves

Web 2.0: Harnessing
Collective
Intelligence

The greatest internet success stories do not advertise their
products

Adoption is driven by “viral marketing”

Recommendations propagating directly
from one user to another

The greatest internet success stories do not advertise their
products

Adoption is driven by “viral marketing”

Recommendations propagating directly
from one user to another

Web 2.0: Harnessing
Collective
Intelligence

Even much of the infrastructure of the web – including the
Linux, Apache, MySQL, and Perl, PHP or Python (LAMP)
code involved in most web servers – relies on the peer-
production methods of open source

Even much of the infrastructure of the web – including the
Linux, Apache, MySQL, and Perl, PHP or Python (LAMP)
code involved in most web servers – relies on the peer-
production methods of open source

Web 2.0: Harnessing
Collective
Intelligence

Network effects from user contributions are the key to
market dominance in the Web 2.0 era

Network effects from user contributions are the key to
market dominance in the Web 2.0 era

Web 2.0: Blogging
and the Wisdom of
Crowds

Web 2.0: Blogging
and the Wisdom of
Crowds

Blog

at its most basic, a blog is just a personal home
page in a diary format

Blog

at its most basic, a blog is just a personal home
page in a diary format

Web 2.0: Blogging
and the Wisdom of
Crowds
“the chronological organization of the
blog seems like a trivial difference,
but it drives an entirely different
delivery, advertising and value
chain” – Rich Skrenta
“the chronological organization of the
blog seems like a trivial difference,
but it drives an entirely different
delivery, advertising and value
chain” – Rich Skrenta

Web 2.0: Blogging
and the Wisdom of
Crowds

RSS

Really Simple Syndication

allows someone to link not just to a page, but to
subscribe to it, with notification every time that
page changes

“incremental/live web”

RSS

Really Simple Syndication

allows someone to link not just to a page, but to
subscribe to it, with notification every time that
page changes

“incremental/live web”

Web 2.0: Blogging
and the Wisdom of
Crowds
“we, the media, not a few people in a
back room, decides what is important”
– Dan Gilmor
“we, the media, not a few people in a
back room, decides what is important”
– Dan Gilmor

Web 2.0: Data is the
Next Intel Inside

Every significant application to date has been backed by
a specialized database

Google's web crawl

Yahoo!'s directory and web crawl

Amazon's database of products

eBay's database of products and sellers

MapQuest's map databases

Napster's distributed song database

Every significant application to date has been backed by
a specialized database

Google's web crawl

Yahoo!'s directory and web crawl

Amazon's database of products

eBay's database of products and sellers

MapQuest's map databases

Napster's distributed song database

Next Intel Inside

Database management is a core competency

applications as “infoware” rather than merely
software

Database management is a core competency

applications as “infoware” rather than merely
software

Next Intel Inside
MapQuests vs. Yahoo!, Microsoft and
Google Maps
MapQuests vs. Yahoo!, Microsoft and
Google Maps

Next Intel Inside
Barnesandnoble.com vs. Amazon.comBarnesandnoble.com vs. Amazon.com

Next Intel Inside

The race is on to own certain classes of core data

Location

Identity

Calendaring of public events

Product identifiers

Namespaces

The race is on to own certain classes of core data

Location

Identity

Calendaring of public events

Product identifiers

Namespaces

Web 2.0: End of the
Software Adoption
Cycle

SaaS

Software delivered as a service, not as a product

SaaS

Software delivered as a service, not as a product

Web 2.0: End of the
Software Adoption
Cycle

Web 2.0: End of the
Software Adoption
Cycle

Benefits

Faster time to market

Reduced risk

Closer relationship with customers

Real-time data to make quantifiable decisions

Increased responsiveness

Benefits

Faster time to market

Reduced risk

Closer relationship with customers

Real-time data to make quantifiable decisions

Increased responsiveness

Web 2.0: End of the
Software Adoption
Cycle

Release early and release often

“The perpetual beta”

The product is developed in the open, with
new features slipstreamed in on a monthly,
weekly, or even daily basis

Engage users as co-developers and real-time testers

Release early and release often

“The perpetual beta”

The product is developed in the open, with
new features slipstreamed in on a monthly,
weekly, or even daily basis

Engage users as co-developers and real-time testers

Web 2.0: End of the
Software Adoption
Cycle

Instrument your product

In the development process, you need to plan for
and implement not only the customer-facing
application but also a framework for capturing
how customers are using your product

What users do often tells you more than what they
say

Instrument your product

In the development process, you need to plan for
and implement not only the customer-facing
application but also a framework for capturing
how customers are using your product

What users do often tells you more than what they
say

Web 2.0: End of the
Software Adoption
Cycle

Incrementally create new products

New and existing products should evolve through
rapid releases, user feedback, and
instrumentation

Incrementally create new products

New and existing products should evolve through
rapid releases, user feedback, and
instrumentation

Web 2.0: End of the
Software Adoption
Cycle

Make operations a core competency

Expertise in product development must be
matched by an expertise in daily operations

Software will cease to perform unless it is
maintained on a daily basis

Make operations a core competency

Expertise in product development must be
matched by an expertise in daily operations

Software will cease to perform unless it is
maintained on a daily basis

Web 2.0: End of the
Software Adoption
Cycle

Google's system administration, networking, and load-
balancing techniques are perhaps even more closely
guarded secrets than their search algorithms

Google's system administration, networking, and load-
balancing techniques are perhaps even more closely
guarded secrets than their search algorithms

Web 2.0: End of the
Software Adoption
Cycle
Techniques:

Using horizontal scaling techniques and
commodity hardware components for simplified
fault-tolerance and high availability

Using low-cost software (typically open source) to
leverage large support communities and
resources
Techniques:

Using horizontal scaling techniques and
commodity hardware components for simplified
fault-tolerance and high availability

Using low-cost software (typically open source) to
leverage large support communities and
resources

Web 2.0: End of the
Software Adoption
Cycle
Techniques:

Ensuring that operations planning and staffing are
first-class priorities

Feeding lessons learned from operational
experience back into the core product – features,
stability and scalability
Techniques:

Ensuring that operations planning and staffing are
first-class priorities

Feeding lessons learned from operational
experience back into the core product – features,
stability and scalability

Web 2.0: End of the
Software Adoption
Cycle

Use dynamic tools and languages

Scripting languages such as Perl, Python, PHP and
now Ruby, play such a large role at Web 2.0

Tool of choice for system and network
administrators, as well as application
developers building dynamic systems that
require constant change

Use dynamic tools and languages

Scripting languages such as Perl, Python, PHP and
now Ruby, play such a large role at Web 2.0

Tool of choice for system and network
administrators, as well as application
developers building dynamic systems that
require constant change

Web 2.0: Lightweight
Programming Models

Programming Models

REST (Representational State Transfer) vs.
SOAP (Simple Object Access Protocol)

REST (Representational State Transfer) vs.
SOAP (Simple Object Access Protocol)

Programming Models

Google Maps's simple AJAX (JavaScript
and XML) interface

Google Maps's simple AJAX (JavaScript
and XML) interface

Programming Models

Support lightweight programming models that allow for
loosely coupled systems

Think syndication, not coordination

Design for “hackability” and remixability

Support lightweight programming models that allow for
loosely coupled systems

Think syndication, not coordination

Design for “hackability” and remixability

Programming Models

The barriers to re-use are extremely low

Much of the useful software is actually open
source

The web browser's “View Source” option made it
possible for any user to copy any other user's web
page

The barriers to re-use are extremely low

Much of the useful software is actually open
source

The web browser's “View Source” option made it
possible for any user to copy any other user's web
page

Web 2.0: Innovation
in Assembly

Web 2.0: Innovation
in Assembly

The Web 2.0 mindset is good at re-use

When commodity components are abundant, you can
create value simply by assembling them in novel or
effective ways

The Web 2.0 mindset is good at re-use

When commodity components are abundant, you can
create value simply by assembling them in novel or
effective ways

Web 2.0: Software
Above the Level of a
Single Device
“Useful software written above the level
of a single device will command high
margins for a long time to come” –
Dave Stutz
“Useful software written above the level
of a single device will command high
margins for a long time to come” –
Dave Stutz

Web 2.0: Software
Single Device

Web 2.0: Software
Single Device

No longer limited to the PC platform

iTunes

seamlessly reaches from the handheld device to
massive web back-end, with the PC acting as a
local cache and control station

No longer limited to the PC platform

iTunes

seamlessly reaches from the handheld device to
massive web back-end, with the PC acting as a
local cache and control station

Web 2.0: Rich User
Experiences

Web 2.0: Rich User
Experiences

RIA

Rich Internet Applications

web-based applications with rich user interfaces
and PC-equivalent interactivity

RIA

Rich Internet Applications

web-based applications with rich user interfaces
and PC-equivalent interactivity

Web 2.0: Rich User
Experiences

AJAX(/AJAJ)

Asynchronous JavaScript And XML/JSON

incorporates:

standards-based presentation using XHTML
and CSS

dynamic display and interaction using the
Document Object Model

AJAX(/AJAJ)

Asynchronous JavaScript And XML/JSON

incorporates:

standards-based presentation using XHTML
and CSS

dynamic display and interaction using the
Document Object Model

Web 2.0: Rich User
Experiences

AJAX(/AJAJ)

incorporates:

data interchange and manipulation using
XML and XSLT or JSON

asychronous data retrieval using
XMLHttpRequest

JavaScript binding everything together

AJAX(/AJAJ)

incorporates:

data interchange and manipulation using
XML and XSLT or JSON

asychronous data retrieval using
XMLHttpRequest

JavaScript binding everything together

Summary
 Core competencies

Services, not packaged software, with cost-
effective scalability

Control over unique, hard-to-recreate data
sources that get richer as more people use them

Trusting users as co-developers

Harnessing collective intelligence

Services, not packaged software, with cost-
effective scalability

Control over unique, hard-to-recreate data
sources that get richer as more people use them

Trusting users as co-developers

Harnessing collective intelligence

Summary

Leveraging "the long tail" through customer self-
service

Software above the level of a single device

Lightweight user interfaces, developmental models
and business models

Leveraging "the long tail" through customer self-
service

Software above the level of a single device

Lightweight user interfaces, developmental models
and business models

References

What is Web 2.0

http://oreilly.com/pub/a/web2/archive/what-is-web-20.htm

http://oreilly.com/catalog/web2report/chapter/web20_rep

Web 2.0 Resources

https://web20guru.wikispaces.com/Web+2.0+Resources

What is Web 2.0

http://oreilly.com/pub/a/web2/archive/what-is-web-20.htm

http://oreilly.com/catalog/web2report/chapter/web20_rep

Web 2.0 Resources

https://web20guru.wikispaces.com/Web+2.0+Resources

References

The Dot-com Bubble

http://www.wisegeek.org/what-was-the-dot-com-bubble.h

http://www.thebubblebubble.com/dot-com-bubble/

Screenshots

https://www.flickr.com/photos/wfryer/433975194/in/photost


The Dot-com Bubble

http://www.wisegeek.org/what-was-the-dot-com-bubble.h

http://www.thebubblebubble.com/dot-com-bubble/

Screenshots



Introduction to Web 2.0

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