Web 2.0 10/20/2006krunapon/courses/178375/slides/web20.pdf · Web 2.0 10/20/2006 Dr. Kanda...

Web 2.0 10/20/2006

Dr. Kanda Runapongsa, Computer Engineering, Khon Kaen University 1

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Web 2.0

Asst. Prof. Dr. Kanda Runapongsa([email protected])

Department of Computer EngineeringKhon Kaen University

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AgendaWhat is Web 2.0?Key Principles

The Web as PlatformHarnessing Collective IntelligenceData is the Next Intel InsideEnd of Software Release CycleLightweight Programming ModelsSoftware Above the Level of a Single DeviceRich User Experiences

References

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The History of the Term Web 2.0

Web 2.0 was originally coined by O’Reily’s Dale Dougherty

It was to describe the forces behind the huge success of Internet companies and applications

Companies: Google, eBay, Amazon, iTunes

Applications: Wikipedia, BitTorrent

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What is Web 2.0? (1/2)Web 2.0 is the network as platformThe term “Web 2.0” refers to

The second phase of development of the World Wide Web, including its architecture and its applications

A social phenomenon referring to an approach to creating and distributing Web content itself

Open communicationDecentralization of authorityFreedom to share and re-use

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What is Web 2.0? (2/2)Web 2.0 describes Web experiences that fundamentally engage users by

Allow them to participate in sharing information and enriching data freelyReadily offering their core functionality as open services to be composited or “mashed up” into new services and sitesPlacing the Web at the center of the software experience both in terms of data location as well as where the software is

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The Best of Web 2.0 Software 2005

Category: Social BookmarkingBest Offering: del.icio.us

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Category: Web 2.0 Start Pages

Best Offering: netvibes.com

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Category: Online To Do ListsBest Offering: Voo2do

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Category: Image Storage and Sharing

Best Offering: Flickr.com

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Web 2.0 Architecture

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Web 2.0 CharacteristicsTim O’Reilly provides seven classic characteristics of Web 2.0 software

Web as platformHarnessing collective intelligenceData is the next Intel insideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single deviceRich user experience

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Web as Platform

Software and services are now the same thing

The Web has become a computing platform in its own right

The Web is where most software is moving for cost, convenience, agility, and increased overall value

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Web 2.0 Pages (1/2)Flickr, del.icio.us

Tagging, not taxonomyA tag is a keyword that we associate with a particular resource (a photo, an URL, etc.) to help us to identify it, to easily find it, to group together a set of resources.

Gmail, Google Maps Rich User Experience

PageRankeBay reputation, Amazon reviewsUser as contributor

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Web 2.0 Pages (2/2)

Google AdSenseCustomer self-service enabling the long tail

Blogs: ParticipationNot publishing

WikipediaRadical Trust

BitTorrentRadical Decentralization

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Netscape vs. Google (1/3)

If Netscape was the standard bearer for Web 1.0, Google is most certainly the standard barer for Web 2.0

Netscape The Web browser

A desktop application

Use their dominance in the browser market to establish a market for high-priced server products

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Netscape vs. Google (2/3)Google

A native web application

Never sold or packaged but delivered as a service

With customers paying, directly or indirectly, for the use of that service

No scheduled software releasesJust continuous improvement

No licensing or saleJust usage

No porting to different platforms

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Netscape vs. Google (3/3)

Netscape belonged to the same software as

Lotus, Microsoft, Oracle, SAP, and other companies that got their start in the 1980’s

Google belonged to the same software as

eBay, Amazon, Napster, Akamai, Yahoo

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Harnessing Collective Intelligence

The network effects of massive amounts of users make the collaborative Web a much more potent force than stand-alone software

Online collaborative entities such as Wikepedia are a network effect of the combined contributions of their users

Classic example of Web 2.0

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Examples1 of Collective Intelligence

Yahoo!, the first great internet success story

A catalog, or directory of links, an aggregation of the best work of thousands, then millions of web users

Google’s breakthrough in searchPageRank: a method of using the link structure of the web rather than just the characteristics of documents

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Examples2 of Collective IntelligenceeBay’s product is the collective activity of all its users

The critical mass of buyers and sellers

Amazon sells the same products as competitors such as Barnesandnoble.com

Amazon has user engagementUser reviews Use user activity to produce better search

results

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Examples3 of Collective Intelligence

Wikipedia: an online encyclopedia An entry can be added by any

web user

Del.icio.us and FlickrHave pioneered a concept that some people called “folksonomy” (in contrast to taxonomy)

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Examples4 of Collective IntelligenceBlogging and the Wisdom of Crowds

A blog is just a personal home page in diary format usually with RSSRSS allows someone to link not just to a page, but to subscribe to it

Skrenta calls this “the incremental web”. Other calls it the “live web”

What’s dynamic about he live web are not just the pages, but the linksA link to a weblog is expected to point to a perennially changing pages and notification for each change

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RSS

RSS was born in 1997 out of the confluence of Dave Winer’s “Really Simple Syndication” technology used to push out blog updates

Now RSS is push not just notices of new blog entries

But also all kinds of data updates, such as stock quotes, weather data, and photo availability

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RSS and Blognoshere

In many ways, the combination of RSS and permanent links adds many of the features of NNTP, the Network News Protocol of the Usernet, onto HTTP, the Web protocol

The "blogosphere" can be thought of as a new, peer-to-peer equivalent to Usenet and bulletin-boards

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RSS at Bangkokbiznews.com

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RSS File is Actually an XML File

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Display RSS Feed at Others’ Site

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Blogosphere Example

From RSS of anotherblog

From RSS of a blog

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Data is the Next Intel InsideThe core functionality of many modern information systems is not softwareIt’s the valuable data within the system that is actually more important

Google’s web crawlAmazon’s products and associated reviews

The data these sites posses are their real assets

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SQL is the new HTMLEvery significant internet application to data has been backed by a specialized database

Database management is a core competency of Web 2.0 companies

“infoware” rather than software

Traditional software embeds small amounts of information in a lot of software

Infoware embeds small amounts of software in a lot of information.

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End of the Software Release Cycle

When software is on the Web, upgrading becomes a different experience

Upgrades and improvements to service are instantly available and encouraged to be as nondisruptive as possible

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Changes in the Business Model (1/2)

Operations must become a core competency

The software will cease to perform unless it is maintained on a daily basisGoogle’s success at automating is a key part of their cost advantage over competitorsScripting languages such as Perl, Python, PHP, and now Ruby, play such a large role at web 2.0 companies

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Changes in the Business Model (2/2)

Users must be treated as co-developers

In a reflection of open source development practices

Release early and release oftenThe perpetual beta: New features slipstreamed in on a monthly, weekly or even daily basisGmail, Google Maps, Flickr: “Beta” logo

Real time monitoring of user behavior to see which new features are used and how they are used

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Lightweight Programming ModelsRSS has become perhaps the single most widely deployed web service because of its simplicityThe complex corporate web services stacks have yet to achieve wide deploymentCase Study: Amazon’s Web services

SOAP (for B2B connections)REST (95% of the usage)

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Think Syndication, not Coordination

Simple web services like RSS andREST-based web services, are about syndicating data outwards

Not controlling what happens when it gets to the other end of the connection

A reflection of what is known as the

end-to-end principle

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Design for “hackability” and remixability

Systems like the original web, RSS, and AJAX all have this in common

The barriers to re-use are extremely low

RSS was designed to empower the user to view the content he or she wants

The most successful web services are those that have been easiest to take in new directions unimagined by their creators

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Software Above the Level of a Single Device

Dave Stutz pointed of that “Useful software written above the level of the single device will command high margins for a long time to come”

Case Study: iTunes/iPodThe application seamlessly reaches from the handheld device to a massive back-end, with the PC acting as a local cache and control station

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Rich user ExperiencesThe Web has ceased to be about static Web pagesCase Study: Gmail, Google Mapswhich use AJAXThe AJAX browser application model is famously a Web 2.0 technique

Provide the full interactive experience of native applications to the userLeveraging XML Web services on the backend to provide access to data and services

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AJAX (Asynchronous Javascript And XML)

Jesse James Garrett wrote: “AJAX isn’t technology. It’s really several technologies. AJAX incorporates:

Standards-based representation using XHTML and CSSDynamic display and interaction using the DOM (Document Object Model)Data interchange and manipulation using XML and XSLTAsynchronous data retrieval using XMLHttpRequestAnd JavaScript binding everything together

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AJAX Example through Gmail

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Core Competencies of Web 2.0 Components

Services, not packages software, with cost-effective scalabilityControl over unique, hard-to-recreat data sources that get richer as more people use themTrusting users as co-developersHarnessing collective intelligenceLeveraging the long tail through customer self-serviceSoftware above the level of a single deviceLightweight user interfaces, development models, and business models

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ReferencesTim O’Reilly, “What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software”, http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

“Open Sources: Voices from the Open Source Revolution”http://www.oreilly.com/catalog/opensources/book/tim.html

http://del.icio.us/krunapon/web2.0

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