1. Web 2.0 - 1 Minder.Chen@csuci.edu Web 2.0 Definition?! Cloud computingThe Internet of Things perpetual beta network effects mashup Web 2.0 is the network as platform (Cloud computing), spanning all connected devices (The Internet of Things); Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually- updated service (perpetual beta) that gets better the more people use it (network effects), consuming and remixing data from multiple sources (mashup), including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences (using AJAX etc.).The Internet of ThingsThe Internet of Things http://radar.oreilly.com/archives/2005/10/web_20_compact_definition.html

2. Web 2.0 - 2 Minder.Chen@csuci.edu Moving from Web 1.0 to Web 2.0 Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html

3. Web 2.0 - 3 Minder.Chen@csuci.edu http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

4. Web 2.0 - 4 Minder.Chen@csuci.edu Reach and Richness The concept of the reach and richness originated from reach and range of the infrastructure services, first proposed by Peter Keen. Weill & Broadbent defined “reach” as the capability of connecting to anyone, anywhere, while “range” refers to business activities which can be accomplished and shared automatically and seamlessly across every level of the reach. Extended into the digitized market network Evans & Wurster, define “reach” as the number of people connected and “richness” as quality of information processed.

5. Web 2.0 - 5 Minder.Chen@csuci.edu Richness (Depth) and Reach (Broad) Source: Strategy and the New Economics of Information by Philip B. Evans and Thomas S. Wurster, HBR, September 1997.Philip B. EvansThomas S. Wurster

6. Web 2.0 - 6 Minder.Chen@csuci.edu Collaboration Rules Why people are willing to contribute for free? Source: Philip EvansSource: Philip Evans, Bob Wolf, “Collaboration Rules,” Harvard Business Review, Jul 01, 2005Bob Wolf

7. Web 2.0 - 7 Minder.Chen@csuci.edu Principles Harnessing Collective Intelligence –Data is the next Intel inside. (NavTeq Onboard – Map data used by MapQuest) –Blogging and the wisdom of crowds. Services, not packaged software, with cost- effective scalability. Control over unique, hard-to-recreate data sources that get richer as more people use them. Software above the level of a single device. Lightweight user interfaces, development models, and business models. (Web-based, Mobile Apps) Leveraging the long tail through customer self- service.

8. Web 2.0 - 8 Minder.Chen@csuci.edu Principles The web as platform. –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. –The service automatically gets better the more people use it. (e.g., BitTorrent) - Peer-to-peer –Network effects (network externality) from user contributions are the key to market dominance in the Web 2.0 era. –Decentralized architecture. –The wisdom of the crowd. –We, the media. (You! Time the man of the year 2006). Trusting users as co-developers.

9. Web 2.0 - 9 Minder.Chen@csuci.edu Perpetual Beta Web vs. client/server applications Deployment – Single site User training – No chance Advantages and challenges of Web-based applications:

10. Web 2.0 - 10 Minder.Chen@csuci.edu Peer-to-peer IP/copyright issues BitTorrent http://vimeo.com/15228767

11. Web 2.0 - 11 Minder.Chen@csuci.edu Reductionist view of Web 2.0 Read and write Writing by everyone http://oreilly.com/pub/a/web2/excerpts/web2-architectures/chapter-3.html?page=3

12. Web 2.0 - 12 Minder.Chen@csuci.edu Enterprise Mashup A mashup is a Web page or application that uses and combines data, presentation or functionality from two or more sources to create new services. The main characteristics of the mashup are combination, visualization, and aggregation. It often makes existing data more useful. remixing data from multiple sources

13. Web 2.0 - 13 Minder.Chen@csuci.edu Long Tail http://en.wikipedia.org/wiki/Long_Tail

14. Web 2.0 - 14 Minder.Chen@csuci.edu Product Variety Comparison for Internet and Brick-and-Mortar Channels Product Category Large Online Retailer Typical Large Brick-and-Mortar Store Books3,000,00040,000 – 100,000 CDs250,0005,000 – 15,000 DVDs18,000500 – 3,000 Digital Cameras21336 Portable MP3 players 12816 Flatbed Scanners17113 http://www.heinz.cmu.edu/~mds/smr.pdf The unlimited “shelf space” of the Internet. Free:The Future of a Radical Price, Chris Anderson

15. Web 2.0 - 15 Minder.Chen@csuci.edu Changing “Demand Curve” The total volume of low popularity items exceeds the volume of high popularity items. Why? Search Cost, Carrying Cost, Niche

16. Web 2.0 - 16 Minder.Chen@csuci.edu Shifting Demand down the Long Tail Netflix data shows shifting demand down the Long Tail

17. Web 2.0 - 17 Minder.Chen@csuci.edu Tagging and Word Cloud Word clouds at http://www.wordle.net/http://www.wordle.net/ Created based on part of Web 2.0 entry in Wikipedia. Words such as Web, user, may were removed manually.

18. Web 2.0 - 18 Minder.Chen@csuci.edu Evolution of Web 1.0 to 2.0 Text Photo Sound Video Developer Employee Customer Everyone Create/ Publish Distribute/ Share Participate/ Connect Collaborate HTML: Contents (Static Sites) Web API/ Web services Web Apps.: Dynamic Web Site XML: Microformat YouTube Podcast Flickr Blog Wikipedia MySpace Facebook RSS Tagging Blog MediaContributorPurposeContent/App.

19. Web 2.0 - 19 Minder.Chen@csuci.edu Building Blocks for Web 2.X Social Layer Business Layer User interface Layer Information Layer Technology Layer Web services BPEL & BPMS Widget Technical SOA SaaS Enterprise agility Rich Internet Applications Wiki AJAX XML AdSense MySpace MashUp RSS Zillow FaceBook SOE Business Process Layer Blog Twitter Wikipedia

20. Web 2.0 - 20 Minder.Chen@csuci.edu

21. Web 2.0 - 21 Minder.Chen@csuci.edu http://www.rossdawsonblog.com/Web2_Framework.pdf

22. Web 2.0 - 22 Minder.Chen@csuci.edu http://hinchcliffe.org/img/web2architectureofparticipation.png

23. Web 2.0 - 23 Minder.Chen@csuci.edu Source: http://blogs.zdnet.com/Hinchcliffe/?p=71