S TORYBOARD FOR I NNOVATION : W EB 2.0 By Crystal Mosley 1

N EED Collaboration and sharing information Global diversity Flexibility and convenience Common work and storage space 2

R ESEARCH Developers: Tim Berners-Lee and Robert Cailliau Findings: Web 2.0- 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 Leveraging the long tail through customer self- service Software above the level of a single device Lightweight user interfaces, development models, and business models 3

R ESEARCH C ONTINUED Examples: Wikis, blogs, Flickr, Google, Tagging, Wikipedia, del.icious, Facebook, MySpace, You Tube, RSS Feeds, etc. Lead Thinkers: Tim O’Reilly and John Battelle Production: Built upon the World Wide Web (W3 or Web 1.0) platform to involve the users, allowing customers to build businesses, and users to publish valuable knowledge collectively. 4

D EVELOPMENT Development Problems: Clarifying and explaining the innovation. Considered a “piece of jargon” that no one truly understood what it meant. Criticisms include hackers and spam easily exposed to files and data on computers. Intended Audience: Anyone that is seeking information and/or wants to publish on the web in collaboration with others (experts and non- experts). 5

C OMMERCIALIZATION Production/Manufacturing: Developed on the basis of Lotus mashup technology Packaging: Service/software available online Marketing: O’ Reilly Media annual conferences and web 2.0 technologies Distribution: Available to anyone with Internet access and connects to the World Wide Web. 6