web20 presentation 1107
Post on 17-Nov-2014
767 Views
Preview:
DESCRIPTION
TRANSCRIPT
-
Web 2.0
The New Internet generation
Conference
2007November
Avi Rosenthal
Strategic Technologies Consultant
-
Presentation Goals
Understanding what Web 2.0 is
Understanding the concepts and architecture
experiencing Web 2.0 by examples
-
The Domino Fall Down Video slide shows a typical YouTube screen including:
The video was created by FlippyCat, probably an amateur and not a media expert. Statistical information about FlippyCatOptions for the viewer e.g. adding to PlayList, downloading etc.Flagging option in case of improper content or a content violating Copyrights. Flag is an alert for YouTube to delete the content.The YouTube site could be perceived as a stage for every amateur to create multimedia content. It could be compared to a Star was Born style TV programs. The participants in these programs are non professionals performing publicly. The differences: internet communities are larger than TV audience and the content is accessible anytime.
I choose deliberately a video on collapsing (Domino Fall Down) by search engine available in YouTube. The reason for choosing a video clip on that topic will be revealed in one of the next slides.
-
The previous video does not look like an amateur uploading content for a community.
It looks like a political initiative by Obama's headquarter and not an innocent supporter publishing her political view. It is not the only political video. The next slide includes the URL for Hillary Clintons response to Obama Girl song. Videos of politician presenting their views are available in YouTube as well. The point is that politicians think that YouTube is a valid channel for persuading voters to support them. For the younger generation the Web may be the most effective channel.
-
The forth video is neither an amateur post and nor a political post.
This is one of a group of real training films (black and white) during World War II.
The purpose of these films was to explain to people how to protect themselves against the unknown atomic bomb. Ridiculously, the protection method was duck and cover. We should remember that no atomic bomb was yet available. This specific film was designed for children.
This is an example of a video post that may have historical value.
-
Collapse (Fall down)
The year is 2001
DotCOM
Collapsed
-
Time perspective of The Fall down of 2001
Not all DotCom companies collapsed
Ebay, Amazon, Google, Ariba, CommerceOne,
Long Term: Internet use increased
In a brainstorm OReilly experts created the term
Web 2.0
Google 1998
. : .
Oreilly MediaLive.
Dale Dougherty VP Oreilly .
Oreilly , ,
-
The companies appearing in green were not harmed significantly by the DotCom collapse.
For example, Google was established in 1998 and still succeeding.
The companies appearing in red were harmed significantly by the DotCom collapse.
Oreilly is a company which publish books and e-books and organizes conferences.
The participants in this brainstorm were Oreilly experts (including Dale Dougherty the creator of this term) and MediaLive employees.
-
Key brainstorming questions
What is the common denominator to the DotCom survivor?
What differentiate between the companies which survived 2001 DotCom fall down and the others?
Is the 2001 crisis a sign for a new Internet generation? (technologically and culturally)
Previous example of a new generation: The change from hardware centered IT to Software centered IT in the 198X posed a huge challenge to the hardware companies like IBM, HP and Digital. Digital did not survive and after selling lines of products to other companies was finally acquired by Compaq.
Google 1998
. : .
Oreilly MediaLive.
-
NetScape
Webtop instead of Desktop
The leading browser of the nineties (199x)
The browser was a commercial products
control of browser APIs
Browser market control as a basis for marketing and selling other software products.
Why this model failed?
Microsoft
The Browser turned into a commodity
Focus on layers above the browser infrastructure
Netscape Web 1.0.
Dot COM
-
Netscape is the representative case of Web 1.0 companies.
Its business model is similar to business models of non-Web infrastructure software companies. The company was acquired by AOL prior to the DotCom collapse of 2001.
The following slides presents the classical representative of Web 2.0: Google. The differences between their model and the classical software vendors model as well as Netscape model can be found easily.
-
Web as a Platform
Applications and Data interconnected
Applications value dependents upon the dynamic data
Services and not software products
Do not use model of payments for software products usage
Permanent Beta - no versions
Leveraging the Search engine service as a central portal for other services
Open Social API initiative
Innovative search algorithm: Page Rank
-
Page Rank is a Recursive Mathematical Algorithm developed by Larry Page as a student in Stanford University. The idea is to assign rank to a page during a search. The rank is based on weighted index. The index take into account two factors: the number of references to that page and importance.
.
Social API is a new initiative by Google for common API accessing Social Networks and communities sites.
MySpace, Linkidn, Bebo, Plaxo and Orkut joined to Google.
Non dedicated Web 2.0 vendors Oracle and Saleforce.com also joined.
-
Blog service as an example
A user creates content in Blogger site
Free Hosting services and tools for creating and formatting a Blog supplied by Google
Pages in Google services includes logo and information about Adsense service for advertisement publishing in the Blog.
Win-Win: Google and Blogger receive money advertisers advertisement
Critical success factors: Googles ability to direct relevant advertisement, (clicks on advertisements as well as buying activity by readers) Bloggers ability to attract readers.
Problems: inappropriate content (e.g. Phorno) and clicks on advertisements by the blogger and his friends (The prevailing method of payment is based upon the number of clicks on advertisements).
The Advertisement and the content are dynamic
-
Web 2.0 Oreilly Map
Web 2.0 Oreilly . :
. Web 2.0 . Web 2.0.
-
The previous slide depicts the Meme map build in Oreillys brainstorming.
This is the first and original Web 2.0 Meme map.
It should be noted that the model is a developing model with no explicit boundaries.
The central part includes the gravitational elements which are definitely the core of Web 2.0
The lower part in near to purple color includes principles, ideas and concepts.
The upper part (dark green) includes services examples and principles related specifically to some of them.
The next slide shows another Meme Map. I would not analyze this specific Meme Map. The purpose of inclusion of that map is to illustrate that there are many models and Oreillys model is not the only model.
The multitude of models together with the flexible boundaries enables many vendors to label their services and products as Web 2.0, although in some cases they are very far from the Web 2.0 model.
-
Another Meme Map
. Memo Maps, , .
-
Web 2.0 characteristics
Uncontrolled standards based platform
Social Computing
Sharing Communities
Sharing ethics is build in
The Hyperlinks are the Network
The user controls his data
Multimedia
Mashups
Long tail
-
Mashups
The origin of Mashups is in Music : Creating a new song by combining songs.
Mashups are applications build by non IT Professionals
The User assembles and links services to create an application
The services could be data services or could include Business logic functionality
The user publish the application in the Web so other users may use it or expand it.
Technology: HTML APIs XML and simple Web Services
-
By using JavaScript or other scripting languages the API enables connecting applications or services.
The usage of mapping application especially Google Maps as a basic service for a Mashup is very common.
To the mapping service the user adds other information such as: whether casting, banking services, restaurant, apartments for rent or for sale etc. or locations for hobbies (see next slide), traveling: flights, cars to rent and landscapes
-
Mashups in action
site which includes information and usage statistics about Mashups
http://www.programmableweb.com/apis/directory/1?sort=mashups
http://www.mashupfeed.com/
http://www.programmableweb.com/mashup/1001-secret-fishing-holes
-
Long Tail
The Web is the sum of all sites not only the sum of most popular sites
It is not based upon a principle of reproduced or clowned product
It is based upon services which may be used for many different purposes and will be bundled with other services in a Loosely Coupled style.
This principle enables implementation of a better advertising model by Google (Adsense) and Yahoo(Overtune)
eBays model of large number of small transactions utilizes the same principle
-
Characters in Virtual Worlds
Not all Wishes are fulfilled
Solution: Acquire a virtual identity which may fulfill your dreams
Avatar
in Hindu philosophy and religion (and as defined here too), an avatar is the physical incarnation of the Supreme (or an aspect thereof). "It derives from the Sanskrit word daveed which means "descent" and usually implies a deliberate descent into lower realms of existence for special purposes
In virtual worlds the Avatar is 3D representation of a human being (or is his Alter Ego)
-
Virtual Worlds
Virtual World is computerized simulation to which Real World laws apply (e.g. Time, Gravitation etc.)
Participation is by using an Avatar
Avatars communication with other Avatars is by text, sound and motion (gestures)
Second Life
Entropia Universe
Single Player Games Sims
Multiple Players Games World of Warcraft
massively multiplayer online role playing games (MMORPG).
Some experts classify Virtual Realities as MMORPG.
-
Real World and Virtual Worlds
VW1
VW2
VW3
VW4
Real
World
-
Entropia Universe
A Virtual World created by the Swedish company MindArk
A space colony build of islands
640,000 registered users (probably not logged on concurrently)
Participants role is colony development
Local animals (very different from Real World animals)
Variety of minerals
virtual Crimes
-
Entropia Universe - Economic
Local currency: PED - Project Entropia Dollars
Exchange rate 10 PED 1 USD
Turnover of 3.6 Billion PED in 2006
Real World Banks opened Virtual banks in Entropia Universe
Trading and Business initiatives
Mike Everest earned 35,000 USD(350,000 PED converted to USDs) operating his Avatar
Weapons are rare and expensive
-
Second life
Created by Linden Labs
Metaverse
Currency: Linden. Floating Rates
10 millions registered users
Moving: Walking, Running, Flying, Driving a vehicle
Communication: Text, Voice, IM
Residents building objects
-
Metaverse The term metaverse comes from Neal Stephensons 1992 novel Snow Crash, and is now widely used to describe the vision behind current work on fully immersive 3D virtual spaces. These are environments where humans interact (as avatars) with each other (socially and economically) and with software agents in a cyber space, that uses the metaphor of the real world, but without its physical limitations Wikipedia.
One person can formally use more than one Avatar.
IM (Instant Messaging) enables an Avatar to send a message to a group of Avatars
-
Second life business& Culture
Virtual lands acquisition
Virtual arts and museums Louvre
Concerts performed by real artists
Software & Hardware vendors presenting their real world products
Embassies of Real Countries
-
. ""
.
.
.. Second Life. Avatars . Avatar . : Grady Bootch
. .
-
Second life - technology
Thousands of Linux servers
MySQL database (34 TB)
Havock software (3rd party) for 3D manipulations on avatars and objects
Installed Client component : Windows Linux, MacOS
Applicative software for building objects (Linden Lab)
LSL scripting language enabling Avatars movement
LSL Linden Scripting Language
LSL . , . (texture).
, LSL Scripts .
LSL .
Linden Mono . Mono ( 1000) .
-
SecondLife
Considerations & ChallengesLocal Crime
Improper Content
Pornography
Biases in favor of large companies. Residents get less and pay more.
http://secondlife.com/
.
-
The Virtual Grid
Avatars crossing boundaries of Virtual Words
Similar to citizens of a real country crossing a boarder to another country
Will eliminate the necessity to create multi Avatars for one real human being
New initiative of IBM & Linden Labs
Initiative of 3D Internet standards
IBM Cisco, Google, Linden Lab, Sony, Intel, Multiverse, Microsoft, Motorola, Linden Labs, Philips, Academic reaserchers
-
Wikipedia
Web 1.0: An encyclopedia is loaded into a Web site
Wiki origin is Hawaiian language. Its meaning is quick.
In the Web: Wiki is software enabling any user to easily and quickly create edit and link Web pages
Open Source project (It is really more about content than about source code)
Communities: adding content, discussing content etc.
Multilingual: English, German, Spanish, Japanese, French, Arabic, Hebrew, Yiddish, Indonesian, Africanas, Esperanto ,
Technological Infrastructure: Database, Editing and Restoration mechanisms, Search Engine, Hyperlink usage
Links Hierarchy: Internal, inter Wikipedia (cross languages), external
The dynamic nature is the advantage of Wikipedia in comparison to traditional encyclopedias.
http://he.wikipedia.org/wiki
-
Wikipedia - Challenges
Copyrights protection audits, deleting content
Content usage GNU FDL
Content quality
Checked by many readers, content addition and correction
Large Variability of content quality
Systematic topics coverage
Pareto law (80-20), Time, Initiatives
Intentional content deleting or distorting
Tracing, Blocking users, Blocking writing from Open Proxy, Deletion and restoration mechanisms, asking ISPs to block a user
Responsibility for improper content Disclaimer, content checking
Biased Content due to political views and commercial companies involvement
Checking, Restoring, Deleting
- GFDL GNU Free Documentation License
The dispute about the quality of the content of an open encyclopedia vs. the quality of the content of an encyclopedia written by experts is similar to the old dispute between Open Source products and commercial software product development practices (mainly Microsoft).
For example, Open Source supporters claim that their products (projects) Security is better than Close code Security, due to the number of people checking that source code. They also claim that the development team of Closed Source products is biased, so it will not be able to check its validity properly.
Microsofts supporters claim that professionals will develop more secure code than the Open Source community.
Research results do not disprove the Open Source community claims.
-
Blogs
Replacement of Web 1.0 personal sites
Blogs sharing a common site (Blogospheere)
Simple way for creating personal or professional log.
Tools for creating, updating and formatting a blog supplied freely by the Blogosphere owner
(RSS) Really Simple Syndication
Talkback mechanism
Advertisements as the economical model
RSS RSS . . .
-
Blogs
http://www.tapuz.co.il/blog/
http://www.tapuz.co.il/blog/userBlog.asp?FolderName=germaniacapta
http://avirosenthal.blogspot.com/
http://blog.hbs.edu/faculty/amcafee/index
http://mulikoppel.blogspot.com/
-
Social/Professional Networks
People sharing similar interests and/or historyContent: personal& professional details, Blogs Information sharingFinding again old connections informationBusiness initiativesFacebook Myspace, LInkidn No membership fees. Income by advertisement -
Linkedin
Global professional network
Profiles, Jobs seeking definitions, Endorsement
Cross-sections according to employment and studies history
First degree Network people connected to each other. Creating connection requires availability of e-mail address and approval
Connection to second degree network people is by shared first degree connection
https://www.linkedin.com/home;jsessionid=CDD9E59590615AEDC68C41AAF54F54A2.app05?session.sign_in
-
Digg
A site for sharing content: text, video, pictures etc.
The users are the editors by ranking content
A user can digg content by single click and undigg )bury) it if he discover it is not interesting
Contents are ranked acording to the number of diggers
Finding community members with similar diggs patterns
Linking other Web 2.0 communities
-
Digg
A unique (so far) model for referencing any type of content
YouTube is a videos only competitor
More than 1,000,000 registered users
A button for digging
digg it
Easy to create the tag or button by copying and pasting one line of HTML code
Could be done easily by Non-IT professionals
http://digg.com/
-
Digg Access rate
-
Alexa a site rating accesses to other sites is also a Web 2.0 community. The rating is based on accesses by registered Alexa users. This method reveals contribution to the community without any content created by the community member. The only content he supplied includes identifying details enabling Alexa software to identify the user activities in other sites.
A site's ranking is based on a combined measure of reach and pageviews. Reach is determined by the number of unique Alexa users who visit a site on a given day. Pageviews are the total number of Alexa user URL requests for a site. However, multiple requests for the same URL on the same day by the same user are counted as a single pageview. The site with the highest combination of users and pageviews is ranked #1.
-
Digg Technology
LAMP Architecture Open Source
MySQL database
More than 100 Linux servers
Ajax
Efficiency: started operating with 3 Linux servers
-
Social networks - approaches
First generation: Connecting People Linkedin
Second generation: Content Centered
The model: connection by content Flicker
Viral Model: Content transmitted by people YouTube
Social News Model: Content ranked by people Digg
-
Web 2.0 Considerations
Content Reliability
Unreliable data posted Innocently
Discrimination between reliable and Unreliable content
Improper usage by community members
Pornography, Crime
Copyrights
Intentional biased content & Commercial use
Privacy
Support of ad-hoc applications Mashups
-
Enterprise 2.0
Partial Web 2.0 technologies and principles usage within an enterprise Ajax Wikis, REST
Mostly for Rich Internet Applications (RIA)
Commercial usage of Web 2.0 tools and Communities
Blogs writing and reading by corporate employees, Participation in Social Networks, Participation in Virtual Realities Communities
An example of Virtual World by a bank
http://wellsupdate.wellsfargo.com/m/p/wls/ibk/sc.asp
. .
Web 2.0 . . . , StagenCoach Island . .
IBM Second Life
-
The objectives of participation in Web 2.0 by commercial companies:
New advertisement channel of the business products and servicesA huge number of teenagers and young people participate in Web 2.0 Social Networks. This channel could be the best channel for that purpose for those of them who do not read newspapers and watch TV.
example: IBMs island in SecondLife
Customers preferences understandingReading Blogs and participating in Social Networks is done for understanding potential customers needs and way of thinking.
Business related Content creationContent added by companies employees may be related to the companies business and could be intentionally or unintentionally biased in favor of the companies products, services, goals and objectives.
The next slide illustrates a revolutionary marketing approach of Wels Fargo bank. The bank created a Virtual World called StagenCoach Island . Playing includes financial training. Marketing by creating a Virtual World is directed towards the younger generation.
Wels Fargo is not the only business entity using that marketing strategy.
-
WOA
Business
Services
Enterprise
Resources
Integration
Services
Data
Apps.
Business
Processes
Data
ERP
CRM
Consume
assemble
Innovate
SOA.
:: Business processes Business Services
. ... : Jackbe, IBM, BEA
.
-
WOA: Web 2.0 & SOA
Services assembly in organizational context is similar to Mashups in social context
The difference: Governance, Management
Runtime Web 2.0 technologies usage
Ajax, Mashups, REST
SOA vision: Building SOA applications by end users assembling services
Assembling services by end users for building business applications, requires tools enabling users to build SOA applications in the way users build Mashups . Therefore these tools should support RIA technologies in the Client side.
Robust middleware (ESBs) and Service side is required to ensure Business Service Level.
New generation of tools (currently immature tools) is aimed at combining Usability and Robustness
IBM, BEA, JackBe
.
-
Web 3.0
The Web as a Database
The Web as a huge database with Semantic Metadata
Semantic Web, RDF
Semantic Search Engines
3D Web
- RDF - A recommendation from the W3C for creating meta-data
structures that define data on the Web. It is designed to provide a
method for classification of data on Web sites in order to improve
searching and navigation The Semantic Web is an extension of the
current Web that will allow you to find, share, and combine
information more easily. It relies on machine-readable information
and metadata expressed in RDF.
Semantic Web project of the W3C in which automated methods based on quality metadata are envisaged to replace much human searching of the web. Relies on ontologies, XML and RDF. -
Links
Hebrew Wikipedia http://he.wikipedia.org/wiki WikiIT (Hebrew) http://www.wikit.co.il/
Blogs site https://www.blogger.com/start
Second life http://secondlife.com/
http://www.mashupfeed.com/ Mashup Feed
Digg http://digg.com/
My Blog http://avirosenthal.blogspot.com/
-
Q & A
top related