Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Web 2.0
Tutoriál
Tomáš Pitner1,2 Pavel Drášil1 Martin Hinca3
1Masarykova univerzita, Fakulta informatiky
tomp@fi.muni.cz,xdrasil@fi.muni.cz
2Universität Wien, Research Lab Educational Technologies
tomas.pitner@univie.ac.at
3Avitech s.r.o., Bratislava
martin@hinca.net
11. ˇríjna 2009 -- Srní, Czech Republic
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Goal of the Tutorial
1 Organize the scattered information on Web 2.0 and
present it in a comprehensible way for a wide audience
software analysts and developers
IT managers
business people
students and researchers
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
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Business with Web 2.0
Conclusion
Structure of the Tutorial
1 Core concepts and principles revisited
2 Application categories
3 Web 2.0 context
people
technology
law.
4 Web 2.0 as development platform
5 Business in Web 2.0
6 Web 2.0 in business
7 Conclusion and consequences
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Technological Factors
User Participation
History of "Web 2.0"
Darcy DiNucci, 1999 in Fragmented Future (. . . but remain
unnoticed)
Web 2.0 Conference in San Francisco, 2004
Brainstorming led to its characterization
Tim O'Reilly's paper What is Web 2.0 . . . in 2005 (. . . still
the #1 in citations)
Still no recognized short definition (we are not likely to
see any. . . )
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Technological Factors
User Participation
Panoramio
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Technological Factors
User Participation
Why "Web 2.0"
Many current trends in technology but
mainly in the usage of the Web
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Technological Factors
User Participation
Technological Shift
incremental development rather than a break-through
sometimes criticized as "Nothing new!"
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Technological Factors
User Participation
Exploiting the Existing Web Environment
server/client communication
IP-based network architecture
web browsers as the user agents
interactive applications (Rich Internet Applications ­ RIA)
using old-hat client-side scripting technologies (JavaScript)
or specialized runtime environments (Flash).
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
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Business with Web 2.0
Conclusion
Technological Factors
User Participation
Mature & Consolidated Data Formats
Extensible Markup Language (XML)
mature (industry standard since 1998)
supported by all vendors and platforms
full stack of technology (from parsers to native-XML
DBMS)
Enterprise strength (JavaEE, .NET) vs. dynamic, agile
languages environments (Ruby)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Web 2.0 as Platform
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Business with Web 2.0
Conclusion
Technological Factors
User Participation
Range of Develop&Deploy Platforms
All sizes: from enterprise strong to simple and cheap
Enterprise strength (JavaEE, .NET) vs.
Dynamic, agile languages and environments (Ruby)
Simple all-in-one stacks (LAMP)
Cheap hosting (PHP apps.)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
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Business with Web 2.0
Conclusion
Technological Factors
User Participation
Service-Oriented Architectures
Progress in networking and software architectures
Service-Oriented Architectures in enterprise environment
The same but simpler for the Web:
legacy protocols (HTTP)
formats (HTML, RSS/Atom, FOAF)
Easy to integrate: reuse data from a service, remix with others,
republish. . .
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Web 2.0 as Platform
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Business with Web 2.0
Conclusion
Technological Factors
User Participation
New Computing Paradigms
Cloud computing
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Technological Factors
User Participation
Growth & Change
More users
Different activities:
communication
collaboration
participation
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Technological Factors
User Participation
Social Networking
Application/platforms like Facebook, MySpace: hundreds
of millions users
No need of special skills (often neither computer skills)
Features boosting participation: tagging, syndicating
Low entry barrier: both end-users & app. providers
New business models
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Rough Classification
1 Creation: wikis, blogs, online databases, text processing,
calculations, presentations
2 Sharing: pictures, videos, music
3 Storage: P2P storage, filesystem-like services,
middleware services
4 Coordination: communication, event and project
management, IM systems
5 Community: social networking, orientation to professional
or free-time activities
6 Contextualization: mashups
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
"Mashing-Tree"
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Web 2.0 as Platform
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Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Penetration of PCs
Total number of PCs installed: > 1 billion
Expected to double in 2014, mainly in emerging markets
Mature market share decreases:
58 % from the first billion
30 % from the second
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Mobile Devices, Wearables
Various categories: PDAs, netbooks, smartphones, mobile
phones
Smartphones: Symbian (47 %) and BlackBerry (20 %)
dominate the market
Mobile phones: the largest market ever, 4 billions
subscribers!
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Size of the Web
1 Number of websites or web pages
2 Number of hosts
3 Number of users
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Sites and Pages
Google indexes > 1T pages (1012)
About 625 M connected hosts
225 M web servers
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Users
1.670 B users worldwide: 1/4 of the population!:
Asia 700+ M
Europe 400+ M
N.Amer. 250+ M
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Penetration Worldwide
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Dynamics
1 Africa, Middle East: 1300+ %
2 Latin America: 800+ %
3 Asia: 500+ %
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
By Language
1 Arabic: 1500+ %
2 Portuguese, Russian: 800+ %
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Social Networks Users
Uneven distribution, some services popular in some
regions
Some popular worldwide (Facebook)
Some locally: MySpace (Latin America), StudiVZ
(German-speaking world)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Who's the #1?
1 Facebook 120+ M users #1 since 2008
2 MySpace
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Blogging
Authors: upto 200 M blogs
Readers: 384 M
133 M "acknowledged blogs" by Technorati
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Global Market
Users from multiple regions, under various legislation
Providers with the infrastructure spread among regions
and legislations
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Government Infringements
Censorship (extensive in China, 30 k police people
constantly watching discussions, tweets, fora)
Capability to block certain servers "on demand":
Great Firewall of China
Certain control in democratic countries
Some attempts denied by supreme courts
Some regulations anchored in ToS
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Terms of Service in General
Though apps are accessible with no costs, still ToS are
legally binding documents.
Screening in 2007 (20 applications)
All services reviewed except of one provided a ToS
document
Style of licensing documents varies from an itemized list to
complex 10+ pages documents.
Large operators = longer ToS (Google, Yahoo).
Sometimes a simplified version of ToS is provided
In very few cases, the ToS in the local language is offered.
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
User-supplied Data Licensing
Web 2.0 apps are user-centric thus nothing without
user-provided data
The apps generally disclaim data ownership
They need specific right to be able to process the data
(present it, create thumbnails,. . . )
Some apps claim further rights: non-private data for
advertising or promotion
License type sometimes left to end-user: selection from
predefined licenses
Often Creative Commons licenses are offered
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Overview of Licensing (end 2007)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
End-user Data Privacy
apps treate personal and "private" data as confidential
reveal them only under serious conditions
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Authentication and Authorization
rarely an inter-application AAI is used today except of
OpenID enabling to authenticate at one place (identity
provider) and register elsewhere (end-app)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Access Mode
1 private access (only owners can access the data)
2 public access (everybody on the Internet can see or even
modify the data)
3 various kinds of sharing (explicitly invited people, implicitly
"friends", group members)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Content Limitations
Some restrict content not to violate copyrights nor contain
vulgarity, nudity, racism. . .
Other impose other limitations due to application intention:
Flickr to personally taken photos
"Nonsenses": Google Base which allowed textual data to
be in English and German (2007)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Incorporating Functionality by 3rd
Party
Motto: Mashups are welcome but not everything is allowed.
(1) User accounts:
not to be created in automated ways
by humans only
forbid account sharing among multiple people
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Incorporating Functionality by 3rd
Party
(2) Data:
any (automated) harvesting generally prohibited!
How many scientific studies have emerged from such a
process?
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Incorporating Functionality by 3rd
Party
(3) Software copyright:
not allowed to copy, reproduce, alter, modify, reverse
engineer nor
create derivative works.
Are mashups derivatives or just dependent applications?
The only service allowing incorporating GUI is Zoho.
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Identity Breaches
Fake profile imitating a real person on Facebook or
MySpace
E.g. Alessandro Del Piero case: defamed as a Nazi-fan
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Privacy Cases
Attempts to regulate file-sharing services: they
compromised FBI files, medical records, and SSNs
Social networking apps:
The providers allow to create mashups getting full access
to user profiles.
Unresponsible user behavior is often the cause: undesired
authorizing 3rd party apps/mashups.
However, in some services the users cannot even
completely prevent this!
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Hi5 Example
Section 6. of hi5 ToS
By posting Content to any area of the Services, you
automatically grant, and you represent and warrant that you
have the right to grant, to hi5 an irrevocable, perpetual,
non-exclusive, royalty-free and fully paid, worldwide license to
reproduce, distribute, publicly display and perform (including by
means of a digital audio transmission), and otherwise use
Content and to prepare derivative works of, or incorporate into
other works, such Content, and to grant and authorize
sublicenses of the foregoing.
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Spamming in Social Networks
as popular as traditional mail spam
lower chances to protect yourself
serious legal cases with high sentences (Adam Guerbuez
vs. Facebook $ 800 M)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Classification
People & Technology
Political Implications
Legal Conditions
Misuses and Unlawful Conducts
Social Networks in Investigations
SN systems frequently used in criminal investigations:
as an evidence of someone activity such as internet use
Private pictures seem to be a good matter! (see Presley
case)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Protocols and Formats
Data transfer protocols: HTTP, SMTP, and XMPP,
SOA architectural style: Web 2.0 machine accessible
services (SOAP or REST)
Security: SSL/TLS layer
Syndication: RSS (Really Simple Syndication) and newer
Atom.
End-user content: HTML 5 with XML serialization will
replace XHTML
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Protocols and Formats
Object data: At a lower level, JSON (JavaScript Object
Notation) now belongs, beside XML, to the group of
dominant serialization formats for object interchange
between a Web 2.0 application/service and its client.
Plugability: modern browsers (Firefox, MS IE, Safari)
pluggable with various (platform-independent) modules
Search interfaces: OpenSearch enables to locate the
engine, its description, query and response formats
Access management: OpenID, Enterprise Sign On
Engine or proprietary authentication systems (like Yahoo!
Or Googles)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Microformats
"parasite" formats based on standards like HTML 4
giving HTML attributes (elements) a specific interpretation
= remains standard-complaining but is enhanced with
semantically rich data
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Microformats
Microformats cover many areas of general interest:
People and organizations (hCard, XFN)
Calendars and events (hCalendar)
Ratings and reviews (VoteLinks, hReview)
Licenses (rel-license)
Tags, keywords, categories (rel-tag)
Lists and outlines (XOXO).
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Personal Identity Formats
Personal identity, profile, and activity data formats:
OAuth
FOAF (Friend-of-a-Friend)
Activity Streams
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Metadata
1 HTML native metadata (HEAD/META elements)
2 metadata encoded using microformats (such as time)
3 fully-fledged RDF metadata
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Client requirements
JavaScript-capable browser all apps are AJAX-based
(Asynchronous JavaScript and XML)
JSON replaces XML where overhead is an issue
browser with Adobe Flash plug-in
Even some mobile devices satisfy these requirements
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Client requirements
Discrepancies between Web 2.0 applications and mobile
devices capabilities but
Smartphones pre-configured for Google services
Cameras ready to upload to YouTube or still images to
Flickr
Enterprise IS need tailored solutions for BlackBerries,
iPhones, Android devices, or Windows Mobile or
Java-enhanced mobile phones
W3C Mobile Web Initiative to enable "Mobile Enterprise
2.0"
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Solutions for providers
Hosting provider, application operator: pre-configured
low-maintenance stacks ­ LAMP or WAMP all-in-one
packages (Linux/Windows + Apache + MySQL + PHP)
Enterprise-strength RedHat Enterprise Linux, Solaris, AIX,
or Ubuntu with virtualization tools like Citrix, KVM, Sun
xVM, or VMWare
Market for pre-fabricated tailored virtual machine images
for specific purposes (database servers, development
machines, messaging servers) into a virtualization platform
(VMWare, VirtualBox)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Development Environment for Web 2.0
Typical Web 2.0 application development environment --
similar to enterprise development. Example: Java Enterprise
Edition stack
Platform's Software Development Kit (such as Java EE 5
SDK)
Integrated Development Environment/s often highly
customized (Web application development, SOAP web
services, JBI, databases)
Integrated or stand-alone build management system such
as make, Ant, or Maven
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Development Environment for Web 2.0
Source control system: either a lightweight open-source
tools (centralized systems like CVS, Subversion, or
distributed Git) or a heavyweight commercial like IBM
ClearCase
Systems supporting project documentation, issue
tracking, communication in team and with clients, change
traceability, accountability, and reporting standalone (JiRA
for issue tracking, IM tools for communication in teams) or
integrated solutions for development management
Free alternatives, such as Trac.
Team management systems: IBM Rational Team
Concert, Microsoft Office Project Server, or Oracle Project
Portfolio Management
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Frameworks
Web 2.0 application style: high interactivity, complex client-side,
JavaScript heavy code
Google Web Toolkit ­ generates server- and client-side
from single-source
OpenLaszlo ­ open source alternative.
Numerous JavaScript and widget toolkits like Yahoo! UI
Library, Dojo, or jQuery.
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Integrated Community Services ­ GitHub Example
GitHub:
Complete, secure project/development hosting service
(120 k users)
Hosting both open-source & commercial project
source code management
project documentation
communication
accounting features
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Alternatives
Sourceforge.net: largest, 230000 users, Sourceforge
Enterprise suite for commercial projects
Codehaus.org
Google Code
Java.net
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
Introduction
Core Characteristics
Web 2.0 as Platform
Development
Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Comparison: 3 Case Studies
1 Example A1: Application Hosting
2 Example A2: Application Hosting "NG"
3 Example B: Server Housing
4 Example C: Cloud Computing
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Standardization
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Development helped by Web 2.0
Deployment in Web 2.0
Example A1: Application Hosting
Ruby on Rails hosting provider (Prague, CZ):
1 starting from $11/month
2 web domain
3 1 GB storage
4 3 Mongrel instances
5 MySQL
6 Git
7 SVN
8 (alternative: full service with unlimited applications, 20 GB
storage, dedicated IP and server for $194)
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example A2: Application Hosting "NG"
Google App Engine:
hosting client applications on Google's infrastructure
currently Python-based Django and Java
persistent storage:
queries
sorting
transactions
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example B: Server Housing
Server housing company (Prague, CZ):
server housing service from $111/month
electricity consumption
air conditioning
good network connectivity
non-stop access
security
monitoring
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example C: Cloud Computing
Elastic Cloud Computing service (EC2) by Amazon:
What the client/developer does?
1 Create an Amazon Machine Image (AMI) containing the
applications, libraries, data, and configuration, or use
pre-configured, templated images
2 Upload the image into Amazon S3 file hosting service
3 Select, configure, and monitor the operating system,
storage, security and network access (such as a fixed IP)
via a web interface
4 Pay for resources that are consumed (instance-hours, data
transfer)
5 Establish a private cloud in the VPN
6 Select Availability Zone
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Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Cloud Computing Characterized
What advantages does it have?
High availability: EC2 SLA guaranties 99.95%
Wide spectrum of OS: RedHat Enterprise Linux, Windows
Server 2003, Oracle Enterprise Linux, Open Solaris
Pre-configured images: DBMS like IBM DB2, Informix,
Oracle 11g, MySQL, MS SQL Server
Enterprise application environments: IBM WebSphere
AS or JBoss Enterprise Application Platform
IBMs Web 2.0 development environment sMash
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Cloud Computing Characterized
Pricing offers several models (example for Windows):
no basic fee in this model!
from $0.11 per hour (on-demand model, low CPU on Linux)
to $1.28 for high CPU for one instance ($80 . . . $920 /
month)
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Cloud Computing Characterized
Additional services charged separately:
data transfer
monitoring
payment services
load balancer
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Deployment in Web 2.0
Considerations/1
Powerful computing infrastructure with zero initial capital
investment
More flexible than application hosting such as Google App
Engine
Scalable
Range of instant enterprise level operating systems,
DBMS, and application servers in EC2
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Considerations/2
Generally more secure & reliable than typical mid-range
hosted solution
Comparison: more expensive when the simplest
application hosting service satisfies the client needs and
far more expensive if a (rather limited) free GAE-like
hosting is enough
Simple ordering and management: self-service online
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Standardization
Development for Web 2.0
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Deployment in Web 2.0
Quality Issues
Cloud computing raises questions concerning the quality of
service (QoS)
Service level agreements (SLA) should cover:
functional specification
availability
reliability
security
risk elimination in case of disaster
service should enable data backup management
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Risks and Pitfalls
How our data is protected against security breaches,
compromising?
How is it backed-up?
Do we have instant access to our data?
Do we know where it is physically stored?
Can we select the geographical locations?
What happens after a disaster?
What if the provider goes out of business?
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
What about open-source?
Free / open source software (OSS) for the infrastructure
Criticized by OSS advocates: lock-in effect danger by
relying on proprietary solutions (with potentially growing
prices in the future)
Transition to other provider may be cumbersome (different
technology, maintenance, processes)
Affero GPL
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Mashup Development
1 Client-side Mashing by Scripting
2 Client-side Mashing by Widgets
3 Server-side Mashups
4 Content Syndication
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Client-side Mashing by Scripting
Server-side: mostly just serve the client code (JavaScript)
Example: Google Maps upto 25 % of all mashups
Adobe Flash can replace JavaScript
map content is physically mashed in client browser
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Client-side Mashing
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example: Script Load
Mashing up . . . (load scripts)
<html xmlns="http://www.w3.org/1999/xhtml">
<head>
<title>Google Maps JavaScript API Example</title>
<script src="http://maps.google.com/maps?
file=api;v=2;key=abcdefg;sensor=true_or_false"
type="text/javascript"></script>
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example: Script Initialize
Mashing up . . . (initialize objects)
<script type="text/javascript">
function initialize() {
if (GBrowserIsCompatible()) {
var map = new
GMap2(document.getElementById("map_canvas"));
map.setCenter(new GLatLng(37.4419,
-122.1419), 13);
map.setUIToDefault();
}
}
</script>
</head>
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example: Script Use
Mashing up . . . (use the map)
<body onload="initialize()"onunload="GUnload()">
<div id="map_canvas"style="width: 500px; height:
300px"> </div>
</body>
</html>
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Business with Web 2.0
Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Client-side Mashing by Widgets
simpler than generic scripting: insert provided widget to the
page, blog, wiki
many components like m-m players (YouTube), news
displayer, task lists. . .
components to blogs (Blogger, Google Sites,. . . )
targeted to end-users, not app developers
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example: Bookmarking Widget
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example: Flickr Widget
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Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Server-side Mashing
concentrate computational power and data storage on
server-side
better combines if there is unique data on the server
potential for hosting on a cloud
content can also be cached there
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Server-side Mashing
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Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Content Syndication
RSS/Atom syndication feeds
covers not just "news"
feeds organized into channels (e.g. one channel per blog)
items (one item per new blog entry)
basic meta/information about
XML (even RDF) form
allows clicking-thru to original resource
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example: Syndicated Content
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Development Tools and Platforms
as an enterprise system
specialized tools, e.g. IBM sMash (formerly Mashup
Starter Kit), or Mapbuilder
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Tools For Simple Workflows
fetch transform present
Dapper system: developing and hosting mashups
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Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Application Programming Interfaces
bridge between service (application) and its consumer
(another programm)
defines protocols, formats, or provide stubs at the client
side =
low- (e.g. HTTP-based communication protocol, formats)
or high-level (OOP class libraries)
may, but need not, be built upon Web Service standards
class libraries most frequently for Java, Ruby, Python, and
PHP, less C/C++
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
API based on Web Service standards
SOAP: suite of standards developed since late 90s
(industry-driven)
REST: not a standard, but an architectural style (R.
Fielding, 2001)
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
REST principles
"back to the roots of the web"
web applications manipulate resources ("objects",
"entities", concrete or abstract)
resources are identified by URIs
resources can be created, read, updated, or deleted
(CRUD operations)
the operations directly map onto basic HTTP methods
(POST, GET, PUT, DELETE)
resources are manipulated via their representations
(virtually anything: plaintext, XML, JSON, graphics, . . . )
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Web Service Description
SOAP: WSDL always
REST: WSDL rarely, mostly a verbal, informal description
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Conclusion
Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Service Lookup
1 automated service lookup: service directories (almost
exclusively for SOAP and rare)
2 manual lookup: the most popular for REST
3 service directories: ProgrammableWeb.com (1400+
APIs, 4500+ mashups)
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Standardization
Development for Web 2.0
Development helped by Web 2.0
Deployment in Web 2.0
Example: Amazon WS
Both SOAP and REST interface
1 SOAP: less popular, higher overhead, simpler for some
development environments (WSDL descriptions easily
generate classes)
2 REST: very popular (80. . . 90 % of calls: 5 B/month)
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Conclusion
Revenue Streams
Web 2.0 in Enterprise
Web 2.0 and Business
1 Generate profit FROM WEB 2.0
2 APPLY WEB 2.0 in traditional business
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Revenue Streams
Web 2.0 in Enterprise
Monetizing Web 2.0
interesting apps have potential to attract users,
identify niche-markets by connecting people at global
scale
they still need appropriate means to leverage profit
investors more sensitive after dot-com bubble
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Revenue Streams
Web 2.0 in Enterprise
Per-unit Fee Model
fixed per product
content on pay-per-download basis like
http://i-legalne.cz
quickly available products
more precise selection (one song instead of album)
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Revenue Streams
Web 2.0 in Enterprise
Subscription Model
fixed amount per period of time
similar to other businesses (leasing), predictable
combined to Freemium
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Revenue Streams
Web 2.0 in Enterprise
Advertisement-based Model
core of Web 2.0 business
natural extension from classical media (TV, newspapers)
dot-com bubble: so high costs that just 1/3 get covered!
they did not target to Long Tail
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Revenue Streams
Web 2.0 in Enterprise
Advertisement: Conditions
Providers should serve:
carefully selected
context-based (unlike idnes.cz)
unobtrusive advertisements (unlike many)
preferably in a plain form (cf. Google Ad)
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Revenue Streams
Web 2.0 in Enterprise
Per-transaction Fee Model
"man in the middle"
fixed or percent-based from each transaction
may be profitable for both sides
either large quantities (eBay.com)
or very specific goods (Fler.cz)
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Conclusion
Revenue Streams
Web 2.0 in Enterprise
Revenue-sharing Model
business-to-business agreement
sharing access to users or customers
slicing the profits
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Conclusion
Revenue Streams
Web 2.0 in Enterprise
Combined Revenue Stream Models
often THE MODEL
Example: Freemium (free + premium) model
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Revenue Streams
Web 2.0 in Enterprise
Web 2.0 in Enterprise
Web 2.0 is NOT just open community matter
also used to support "normal" business
support internal processes
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Conclusion
Revenue Streams
Web 2.0 in Enterprise
Enterprise 2.0
Joe Lennon (Core International):
Enterprise 2.0 is the concept of using tools and services that
employ Web 2.0 techniques such as tagging, ratings,
networking, RSS, and sharing in the context of the enterprise.
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Revenue Streams
Web 2.0 in Enterprise
Enterprise 2.0 Patterns
Syndication: syndicated access to information and
services
Enterprise mashups: rapid creation, sharing, and
evaluation of applications to access and manipulate
content and services
Marketing as a conversation: end-user engagement
through social networking, transforming marketing from
broad-brush communication to thousands of individual
conversations
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Revenue Streams
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Enterprise 2.0 Patterns
Community exploitation: lowering the communication
costs and exploring the social networking capabilities to
reach the Long Tail
Rich interfaces: Improvements in real-world metaphors
and visualization of complex data through rich-media UI
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Revenue Streams
Web 2.0 in Enterprise
Enterprise 2.0 Tools
IBM Lotus Connections
Microsoft SharePoint
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Web 2.0 as Platform
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Business with Web 2.0
Conclusion
Revenue Streams
Web 2.0 in Enterprise
Enterprise Mashups
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Revenue Streams
Web 2.0 in Enterprise
Enterprise 2.0 Survey
surveying 14 big companies in various segments
by Jakob Nielsen
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Revenue Streams
Web 2.0 in Enterprise
Survey Results
frontier workers and young people are the driving force
not tools but the changes in communication: they discover
lacks
but the quality of the tools matters
enough value (own data or user-provided)
do not duplicate work
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Revenue Streams
Web 2.0 in Enterprise
Survey Results
communication flow is not under control
freedom must be accompanied with responsibility ­ no
anonymity in enterprise social networks
self-regulation works in enterprises too
in average, the companies need about 3-5 years to adopt
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Revenue Streams
Web 2.0 in Enterprise
State of Enterprise 2.0
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Conclusion
Reality, not just a buzzword
driving force to many businesses
driving force to internet expansion
new computing concepts
future enhanced with semantics:
See you in Web 3.0!
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0
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Web 2.0 as Platform
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Conclusion
That´s all. . .
Thanks for your attention!
Questions now or later
tomp@fi.muni.cz
Tomáš Pitner, Pavel Drášil, Martin Hinca Web 2.0