Leveraging The Leveraging The Web 2.0 MovementWeb 2.0 Movement

Exploring Web 2.0, Exploring Web 2.0,

The Global SOA, and Enterprise 2.0The Global SOA, and Enterprise 2.0

IntroductionsIntroductions

Dion HinchcliffeDion Hinchcliffe ZDNet’s Enterprise Web 2.0ZDNet’s Enterprise Web 2.0

http://blogs.zdnet.com/Hinchcliffe http://blogs.zdnet.com/Hinchcliffe AjaxWorld Magazine, Editor-in-ChiefAjaxWorld Magazine, Editor-in-Chief

http://ajaxworldmagazine.comhttp://ajaxworldmagazine.com Web 2.0 Journal, Editor-in-ChiefWeb 2.0 Journal, Editor-in-Chief

http://web2journal.com http://web2journal.com

HinchcliffeHinchcliffe & Company& Company http://hinchcliffeandco.comhttp://hinchcliffeandco.com mailto:dion@hinchcliffeandco.commailto:dion@hinchcliffeandco.com

Web 2.0 UniversityWeb 2.0 University http://web20university.com http://web20university.com

First, some basics on First, some basics on Web 2.0 Web 2.0 and and SOASOA

A Brief History of the WebA Brief History of the Web

15 years old15 years oldOne entire boom and bust cycleOne entire boom and bust cycle

A simple, flat structure based on pages A simple, flat structure based on pages and hyperlinksand hyperlinks

Everything on the Web happens with Everything on the Web happens with HTTP:HTTP:

Invented by Tim Berners-LeeInvented by Tim Berners-LeeA new type of platformA new type of platform

Fundamentally communication-orientedFundamentally communication-oriented

The Web: Then and NowThe Web: Then and Now

Web 1.0Web 1.0

Mostly about navigating the Web: Mostly about navigating the Web: surfingsurfing Most content was produced by central media Most content was produced by central media

companiescompanies Few people put content online themselves and Few people put content online themselves and

helped shape the Web directlyhelped shape the Web directly It was hard and expensive to create Web sites It was hard and expensive to create Web sites

and applicationsand applications Only a few million people onlineOnly a few million people online Unproven business modelsUnproven business models The Web browser was the only way to browseThe Web browser was the only way to browse

Web 2.0Web 2.0

Very Very two-way two-way use of the Web to consume and use of the Web to consume and create contentcreate content Tens of millions of people bloggingTens of millions of people blogging Participation instead of publishingParticipation instead of publishing

The Web is now produced primarily on the The Web is now produced primarily on the edgeedge of the Internet, instead of the centerof the Internet, instead of the center

1 billion people online. 1 billion people online. SourceSource: IDC: IDC ProvenProven business models business models Many ways to interact with the WebMany ways to interact with the Web

The Challenge of Defining Web 2.0The Challenge of Defining Web 2.0

Web 2.0 Web 2.0 isis AjaxAjaxWeb 2.0 Web 2.0 is is user generated contentuser generated contentWeb 2.0 Web 2.0 is is social softwaresocial softwareWeb 2.0 Web 2.0 is is syndication and Web servicessyndication and Web services

These are all correct, so there These are all correct, so there mustmust be a be a deeper underlying principledeeper underlying principle

First Web 2.0 “Compact” First Web 2.0 “Compact” DefinitionDefinition

““Web 2.0 is the network as platform, spanning all Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated platform: delivering software as a continually-updated service that gets better the more people use it, service that gets better the more people use it, consuming and remixing data from multiple sources, consuming and remixing data from multiple sources, including individual users, while providing their own data including individual users, while providing their own data and services in a form that allows remixing by others, and services in a form that allows remixing by others, creating network effects through an "architecture of creating network effects through an "architecture of participation," and going beyond the page metaphor of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.” Web 1.0 to deliver rich user experiences.” – Tim O’Reilly– Tim O’Reilly

Our Working DefinitionOur Working Definitionof Web 2.0 Todayof Web 2.0 Today

““Networked applicationsNetworked applications that that explicitly leverage explicitly leverage network network effectseffects.” – .” – Tim O’ReillyTim O’Reilly

But what is Web 2.0 really?But what is Web 2.0 really?

90% Complete View90% Complete View of Forces and of Forces and Elements of Elements of Web 2.0 (Web 2.0 (and and SOASOA))

people

Software That Gets Better The More People Use it

Hard to Recreate Data

Enrichment & Annotation

Copyrighted & IP Content

Unique Formulas

FaceHTML, Ajax,

Flash, etc.

Services(API)

RSS, REST,SOAP, etc.

World-Wide Web

two-way interaction

two-way interaction

http

http

Web 2.0

trusttagging

beta

small pieces

permalinks

user

control

data data

http http

mash-up

unintended uses

user contributions

effortless scalability

radical decentralization

customer self-service

mass service of micromarkets

software as a service

right to remix

blogswikis

VOIP

podcasting

participation

filtering

sharing

social search

collaboration

socialbookmarking

RIAs

Ajax

SSE

RoR

BitTorrent

KatrinaList

Wikipedia

Skype

Backgrounder on Web 2.0Backgrounder on Web 2.0

A term that signifies a set of A term that signifies a set of clearly apparent, clearly apparent, widespread new trendswidespread new trends in the way that the Web is in the way that the Web is being usedbeing used

Not a technologyNot a technology; a widespread change in the ; a widespread change in the behavior and scale of the Web and its audiencebehavior and scale of the Web and its audience

Sometimes known as the Read/Write WebSometimes known as the Read/Write Web The core principle often cited is The core principle often cited is harnessing harnessing

collective intelligencecollective intelligence (Source: Tim O’Reilly) (Source: Tim O’Reilly)

Examples of Web 2.0Examples of Web 2.0

Turning the traditional Web page into real software Turning the traditional Web page into real software applications (aka AJAX)applications (aka AJAX) Office 2.0Office 2.0 Google Maps (maps.google.com)Google Maps (maps.google.com) Flickr (flickr.com)Flickr (flickr.com)

Web sites made of content created entirely by their usersWeb sites made of content created entirely by their users MySpace – MySpace – social networkingsocial networking YouTube – social YouTube – social media sharingmedia sharing Digg – Digg – peer production newspeer production news Wikipedia – Wikipedia – reference informationreference information eBay – eBay – online product salesonline product sales

More ExamplesMore Examples

People “remixing” the Web from the vast pool of content People “remixing” the Web from the vast pool of content and servicesand services Largest example by HousingMaps.comLargest example by HousingMaps.com Ad hoc browser-based appsAd hoc browser-based apps ProgrammableWeb’s hundreds ProgrammableWeb’s hundreds

of “mashups” and open APIsof “mashups” and open APIs Unprecedented peer production scale: Unprecedented peer production scale: A massive influx of A massive influx of

user generated content via social mediauser generated content via social media YouTube (65,000 new videos a day)YouTube (65,000 new videos a day)

Source: YouTube Fact SheetSource: YouTube Fact Sheet Blogosphere (900,000 new posts per day)Blogosphere (900,000 new posts per day)

Source: TechnoratiSource: Technorati

Result: The “You” EraResult: The “You” Era

Time Magazine’s Person of the Year 2006

The 7 Core PrinciplesThe 7 Core Principles of Web 2.0 of Web 2.0

1.1. The Web as PlatformThe Web as Platform

2.2. Data as the next “Intel Inside”Data as the next “Intel Inside”

3.3. End of the Software Release CycleEnd of the Software Release Cycle

4.4. Lightweight Software and Business ModelsLightweight Software and Business Models

5.5. Software Above the Level of a Single DeviceSoftware Above the Level of a Single Device

6.6. Rich User ExperiencesRich User Experiences

7.7. Harnessing Collective IntelligenceHarnessing Collective Intelligence

The concepts of The concepts of Web 2.0Web 2.0 The The Web As PlatformWeb As Platform

The Web as a real software platformThe Web as a real software platform Leveraging it’s intrinsic strengthsLeveraging it’s intrinsic strengths

Harnessing Collective IntelligenceHarnessing Collective Intelligence ServicesServices that improve and that improve and get richer the more that people use get richer the more that people use

themthem (Wikipedia, BitTorrent, YouTube) (Wikipedia, BitTorrent, YouTube) Production of every kind moving to the edge of the networkProduction of every kind moving to the edge of the network

Information as Information as thethe Core Capability, Not Software Core Capability, Not Software Google Maps, SourceForge, “Blogosphere”, NAVTEQGoogle Maps, SourceForge, “Blogosphere”, NAVTEQ

End of Discrete Software ReleasesEnd of Discrete Software Releases Continuous improvement Continuous improvement becomes the norm (zero-footprint becomes the norm (zero-footprint

Ajax software, SaaS, federated Web services)Ajax software, SaaS, federated Web services)

cont’d...cont’d...

Tenets ofTenets of Web 2.0 Continued Web 2.0 Continued Lightweight Programming ModelsLightweight Programming Models

Simple pragmatism: Emergent models that Simple pragmatism: Emergent models that just workjust work Examples: Ruby on Rails, PHP, mashups, widgets, badgesExamples: Ruby on Rails, PHP, mashups, widgets, badges

Easy Integration Easy Integration no matter who is on the other endno matter who is on the other end General preference for RSS, REST, POX/HTTP over SOAP, WS-*General preference for RSS, REST, POX/HTTP over SOAP, WS-* SyndicationSyndication instead of instead of coordination coordination and controland control

Tyranny of the mustUnderstand HeaderTyranny of the mustUnderstand Header Supports innovation in assembly, similar to the mass production of Supports innovation in assembly, similar to the mass production of

component PCscomponent PCs Fundamentally Federated Software SystemsFundamentally Federated Software Systems

Examples: iTunes, blogosphere, SourceForgeExamples: iTunes, blogosphere, SourceForge Rich User ExperiencesRich User Experiences

Ajax, Flash, Flex, Laszlo, XUL, WPF/EAjax, Flash, Flex, Laszlo, XUL, WPF/E Results in software as good as can be found anywhere with few Results in software as good as can be found anywhere with few

exceptionsexceptions Invariably requires a Web service infrastructure or SOAInvariably requires a Web service infrastructure or SOA

Core CompetenciesCore Competencies of Web 2.0 of Web 2.0 Online services, not packaged software, with Online services, not packaged software, with

cost-effective scalabilitycost-effective scalability Software as a Service (Web service or UI)Software as a Service (Web service or UI)

Maintaining control over unique, hard-to-Maintaining control over unique, hard-to-recreate information that gets richer the more recreate information that gets richer the more that people use itthat people use it

Trusting your users as co-developers Trusting your users as co-developers Harnessing collective intelligence Harnessing collective intelligence Leveraging Leveraging The Long TailThe Long Tail Lightweight user interfaces, development Lightweight user interfaces, development

models, and business models models, and business models Business Models:Business Models: Customer Self-Service, The Long Customer Self-Service, The Long

Tail, Turning Applications into Platforms, Encouraging Tail, Turning Applications into Platforms, Encouraging Unintended UsesUnintended Uses

The Question of Who’s in Control

Business is EmbracingBusiness is Embracing Web 2.0 Ideas Quickly However Web 2.0 Ideas Quickly However

Source: McKinsey & Company

Brief Introduction toBrief Introduction to SOA SOA From xml.comFrom xml.com:  :  SOASOA is an is an architectural stylearchitectural style whose whose

goal is to achieve goal is to achieve loose couplingloose coupling among among interacting interacting software agentssoftware agents. A service is a unit of work done by a . A service is a unit of work done by a service service provider provider to achieve desired end results for a to achieve desired end results for a service service consumerconsumer. Both provider and consumer are roles . Both provider and consumer are roles played by software agents on behalf of their owners.played by software agents on behalf of their owners.

From whatis.comFrom whatis.com:  :  SOASOA defines how two defines how two computing computing entitiesentities, such as programs, interact in such a way as to , such as programs, interact in such a way as to enable one entity enable one entity to perform a unit of work on behalf of to perform a unit of work on behalf of another entityanother entity. Service interactions are defined using a . Service interactions are defined using a description languagedescription language. Each interaction is self-contained . Each interaction is self-contained and loosely coupled, so that each interaction is and loosely coupled, so that each interaction is independent of any other interaction.independent of any other interaction.

SOA DefinitionSOA Definition Bottom Line: Bottom Line: SOA is a SOA is a modular software architecturemodular software architecture, and the , and the

modules are services designed to interact with modules are services designed to interact with each other.each other. Important Note: SOA also contains higher order Important Note: SOA also contains higher order

constructs such as composite applications, constructs such as composite applications, orchestration, coordination, and more exist.orchestration, coordination, and more exist.

SOAs are usually based on SOAs are usually based on open standardsopen standards to to encourage automatic encourage automatic interoperabilityinteroperability of services of services designed separately. designed separately. A good SOA could still violate this rule howeverA good SOA could still violate this rule however See Thomas Erl and Seven Principles of SOSee Thomas Erl and Seven Principles of SO

Key TrendsKey Trends

Gartner recently reported that Gartner recently reported that Service-Oriented Service-Oriented ArchitectureArchitecture is now the leading organizing is now the leading organizing principle in the enterprise space, with 80% of all principle in the enterprise space, with 80% of all development using SOA principles by 2008.development using SOA principles by 2008.

McKinseyMcKinsey and the and the Sandhill GroupSandhill Group report that report that Web 2.0 in the enterprise will be one of the Web 2.0 in the enterprise will be one of the major disruptive influences in enterprise major disruptive influences in enterprise software in 2007.software in 2007. Quote: “Web 2.0 also represents the most significant Quote: “Web 2.0 also represents the most significant

and easily accessed opportunity for new growth, and easily accessed opportunity for new growth, innovation, and increased productivity.”innovation, and increased productivity.”

More Key TrendsMore Key Trends

48% of all CIOs globally are planning in 2007 48% of all CIOs globally are planning in 2007 to implement service-oriented architectures to implement service-oriented architectures for integration with external trading partners.for integration with external trading partners.

Implications:Implications: This is making software increasingly service-This is making software increasingly service-

based and highly compositebased and highly composite The simultaneous rise of services on the Web The simultaneous rise of services on the Web

and services in the enterprise are driving a focus and services in the enterprise are driving a focus on building service-based software (SaaS)on building service-based software (SaaS)

Security, governance, and IT management are all Security, governance, and IT management are all going to change in a world of servicesgoing to change in a world of services

The Growing Global SOAThe Growing Global SOA

Key Point:Key Point:Turning Applications Into PlatformsTurning Applications Into PlatformsOpenly Openly exposing the featuresexposing the features of software of software

and data to customers, end-users, partners, and data to customers, end-users, partners, and suppliers for reuse and remixingand suppliers for reuse and remixing

This strategy requires documenting, This strategy requires documenting, encouraging, and encouraging, and actively supportingactively supporting the the application as a platformapplication as a platformHas serious governance implicationsHas serious governance implications

Provide Provide legallegal, , technicaltechnical, and , and businessbusiness reasons to enable this reasons to enable this (or it won’t happen)(or it won’t happen)::Fair licensing, pricing, & support modelsFair licensing, pricing, & support models

Strange Attractors: Similarities Strange Attractors: Similarities betweenbetween Web 2.0 and SOA Web 2.0 and SOA

But they don’tBut they don’t end there... end there...

Major implications of Web 2.0 Major implications of Web 2.0 and SOA Convergenceand SOA Convergence

Ajax and RIAs are rapidly growing in Ajax and RIAs are rapidly growing in importance as the front-end to SOAsimportance as the front-end to SOAs A natural fit since RIAs must have services to A natural fit since RIAs must have services to

function and open APIs are a leading trendfunction and open APIs are a leading trend Simpler services have the most reachSimpler services have the most reach

Both technology (REST, JSON) and interface Both technology (REST, JSON) and interface complexitycomplexity

Challenges for tooling, which tends to Challenges for tooling, which tends to support older Web services modelssupport older Web services models

The Web is becoming the largest repository The Web is becoming the largest repository of service-oriented functionality and content.of service-oriented functionality and content.

SomeSome Observations ObservationsTop-downTop-down vs. Bottom-Up vs. Bottom-Up

SOAs tends to be a top down architectural SOAs tends to be a top down architectural phenomenonphenomenonFew developers report developing with SOAFew developers report developing with SOA

Web 2.0 is a widespread, grassroots industry Web 2.0 is a widespread, grassroots industry phenomenonphenomenon

Here todayHere today vs. promises tomorrow vs. promises tomorrowFull-strength SOA (WS-* of any kind) is difficult to Full-strength SOA (WS-* of any kind) is difficult to

do with available tooling (60+ standards today)do with available tooling (60+ standards today)However, Web 2.0 techniques are entirely in However, Web 2.0 techniques are entirely in

existence todayexistence todayThough some, like end-user guided browser mashups, Though some, like end-user guided browser mashups,

certainly have immature toolingcertainly have immature tooling

And And Developer Developer Options Options Abound:Abound:

The Palette The Palette of Service of Service Models is Models is

LargeLarge SOA/EAIWeb 2.0

Service Models:So many choices...

RMI/IIOP

HTTP

EJB

ESB

JMS

CORBA

WS-*

MOM

RPCIP

SOAP

SMTP

DCOM

XML

BPEL

ReallySimple

Syndication(RSS 2.0)

REST

ATOM

SSE

OPML

microformats

xml-rpcRDF

simplicity

bittorrent

JSON

What then areWhat then are Web 2.0-style Web services?Web 2.0-style Web services?

The most common Web service approaches “in The most common Web service approaches “in the wild” are ones based on the “grain” of the the wild” are ones based on the “grain” of the Web:Web: Representation State Transfer, or REST.Representation State Transfer, or REST. Created by Roy Fielding, the co-creator of HTTP, the Created by Roy Fielding, the co-creator of HTTP, the

fundamental protocol of the Web.fundamental protocol of the Web. Designed to fit naturally into Internet architectureDesigned to fit naturally into Internet architecture Extremely simple, not a standard, just a style of using Extremely simple, not a standard, just a style of using

HTTPHTTP Fully embraces the workings of HTTP and uses its Fully embraces the workings of HTTP and uses its

verbs (GET, PUT, POST, DELETE) on top of a verbs (GET, PUT, POST, DELETE) on top of a granular, sensical URL structure to indicate what is to granular, sensical URL structure to indicate what is to happen.happen.

RESTREST Service Example: Service Example:

The Result:The Result:Web-Oriented Architecture or WOAWeb-Oriented Architecture or WOA

complexity

rich

nes

s

SOA

WOABPEL

JMS

RMI/IIOP

WSDL1.1

WSDL 2.0

HTTP(S)REST

SOAP

WS-Policy

WS-Security

WS-Coordination

WS-Trust

WS-AtomicTransaction

WS-ReliableMessaging

WS-CAF

UDDI

JSON

POX

Web-Oriented Architecture

Web 2.0 StoriesWeb 2.0 StoriesJust three of many…Just three of many…

The Global SOA EmergesThe Global SOA Emerges

The best source of services is the The best source of services is the WebWeb

A new generation of apps Is A new generation of apps Is emerging made primarily of other emerging made primarily of other pieces of the Webpieces of the Web

ProgrammableWeb.com’s Web 2.0 ProgrammableWeb.com’s Web 2.0 Matrix with surprisingly even API Matrix with surprisingly even API coveragecoveragehttp://programmableweb.com http://programmableweb.com

Example: XM RadioExample: XM Radio

XM Radio is a satellite radio provider that has recently XM Radio is a satellite radio provider that has recently embraced some of the tenets of Product Development 2.0.  embraced some of the tenets of Product Development 2.0. 

Their Top 20 on 20 channel is one of the most popular Their Top 20 on 20 channel is one of the most popular channels XM has yet created.  Why? channels XM has yet created.  Why? Because control of it has been entirely handed over to its Because control of it has been entirely handed over to its

users.  Says the Wikipedia entry on Top 20 on 20: "users.  Says the Wikipedia entry on Top 20 on 20: "The The channel plays everything new from rock to rap, with the channel plays everything new from rock to rap, with the songs chosen by online votes to the XM website. One can songs chosen by online votes to the XM website. One can also vote their favorite songs by calling the station number, also vote their favorite songs by calling the station number, or text messaging. or text messaging. The channel is completely automated The channel is completely automated by listener voting with no DJ interruption.by listener voting with no DJ interruption.

Top 20 on 20 is now one of the most popular music channels Top 20 on 20 is now one of the most popular music channels on XM. According to XM's internal research, the channel on XM. According to XM's internal research, the channel achieves 1.8 million listeners a week.achieves 1.8 million listeners a week.""

Example: General MotorsExample: General Motors Chevy Apprentice CampaignChevy Apprentice Campaign

Two-way collaborative video Two-way collaborative video production effort between production effort between customers and corporate.customers and corporate.

Over 22,000 videos were ultimately submitted.Over 22,000 videos were ultimately submitted. Including submissions highly critical of the Chevy Tahoe Including submissions highly critical of the Chevy Tahoe

SUV.SUV. GM anticipated this and only removed offensive videos.GM anticipated this and only removed offensive videos. Established trust with existing and potential customers.Established trust with existing and potential customers. Increased general awareness about the product.Increased general awareness about the product. Community and discussion about the product in a way Community and discussion about the product in a way

that would never have happened otherwise.that would never have happened otherwise.

Introducing Enterprise 2.0Introducing Enterprise 2.0

Conceived by Harvard Business School Conceived by Harvard Business School Professor Andrew McAfeeProfessor Andrew McAfee

Defined as emergent, freeform, social Defined as emergent, freeform, social applications for use within the enterpriseapplications for use within the enterprise

Primarily to improve the collaboration Primarily to improve the collaboration problem (discussed shortly)problem (discussed shortly)

The use of blogs and wikis to capture The use of blogs and wikis to capture institutional knowledge, make it institutional knowledge, make it discoverable and lets structure and discoverable and lets structure and organization emerge naturallyorganization emerge naturally

Why is Enterprise Why is Enterprise 2.0 different?2.0 different?

Maturation of techniques Maturation of techniques that leverage how people that leverage how people work bestwork best

Realization of the power Realization of the power of emergent solutions of emergent solutions over pre-defined solutionsover pre-defined solutions

Nearly zero-barriers to Nearly zero-barriers to useuse

And more...And more...

formal structure

training requiredsoftw

are installation

complexity

experts to make changes

predetermined uses ony

non-social

usage

usage

Enabling Richer Outcomes:Traditional Software vs. Web 2.0

freeformno training SaaS simple

easily changed

unintended

uses

social

user

community

Traditional Enterprise Software

Web 2.0 Software

emergent structure and behavior

mo

re im

ped

an

ce

les

s im

ped

an

ce

more reduction in outcomes

trust incentralcontrol

trust inuser

control

The Enterprise 2.0 ChecklistThe Enterprise 2.0 Checklist

SLATESSLATESSearchSearchLinkingLinkingAuthorshipAuthorshipTaggingTaggingExtensionsExtensionsSignalsSignals

SLATES explained...SLATES explained...

SLATES describes the combined use of effective enterprise SLATES describes the combined use of effective enterprise searchsearch and discovery;and discovery;

Using Using linkslinks to connect information together into a meaningful to connect information together into a meaningful information ecosystem using the model of the Web;information ecosystem using the model of the Web;

Providing low-barrier social tools for public Providing low-barrier social tools for public authorshipauthorship of enterprise of enterprise content;content;

TagsTags to let users create emergent organizational structure; to let users create emergent organizational structure; ExtensionsExtensions to spontaneously provide intelligent content to spontaneously provide intelligent content

suggestions similar to Amazon's recommendation system, and; suggestions similar to Amazon's recommendation system, and; SignalsSignals to let users know when enterprise information they care to let users know when enterprise information they care

about has been published or updated, such as when a corporate about has been published or updated, such as when a corporate RSS feed of interest changes. RSS feed of interest changes.

Other key reasons forOther key reasons forEnterprise 2.0Enterprise 2.0

Non-interruptive, highly leveragable, Non-interruptive, highly leveragable, scalable collaboration...scalable collaboration...

Significant Motivation ExistsSignificant Motivation ExistsFor Enterprise 2.0For Enterprise 2.0

Increased levels of productivity that were inaccessible until Increased levels of productivity that were inaccessible until nownow

Enablement of tacit interactions on a previously unknown Enablement of tacit interactions on a previously unknown scale (Source: McKinsey & Company)scale (Source: McKinsey & Company)

Workforce Job Types – Developed Countries

20% 40% 40%

Transformational:Extraction and

conversion of raw materials

Transactional:Routine

interactions (standardized,

invariable tasks)

Tacit:Complex interactions

(decision making, collaboration,

knowledge consumption)

high variabilityreduction = productivity

ConclusionConclusion

Web 2.0 is Web 2.0 is justjust beginning beginningThe leading edge of the hype is now over and The leading edge of the hype is now over and

the hard work of applying all this is left.the hard work of applying all this is left.Much more on the horizonMuch more on the horizon

Including Including Web 3.0Web 3.0, the final arrival of the , the final arrival of the Semantic WebSemantic Web & & Semantic EnterpriseSemantic Enterprise

The full aftershocks of Web 2.0 will be felt The full aftershocks of Web 2.0 will be felt for 10 or 20 years or morefor 10 or 20 years or moreAKA Forrester’s Social Computing visionAKA Forrester’s Social Computing vision

Questions or Slides:Questions or Slides:

dion@hinchcliffeandco.comdion@hinchcliffeandco.com

http://web20university.com

http://e2tvshow.com