web20 an introduction

Web 2.0 Introduction

Wojciech Wiza, PhD Poznan University of Economics

Poznan, Poland

Ed 2.0 Work Project

© 2013 Wojciech Wiza PUE For Ed 2.0 Work EC LLP Project

Agenda

l  Trends in contemporary Web l  Key terms and concepts l  Web 2.0 in different aspects:

l  Technological l  Economical l  Social


TRENDS IN WEB EVOLUTION

Trends in evolution of Web / Internet Semantic l  Web l  Semantic Web l  … (?)

Social & economic l  Web 1.0 l  Web 2.0 l  ... (?)

Real world integration l  Internet l  Internet of Things l  … (?) Web ≠ Internet


Semantic Web l  Semantic Web is an evolving extension of the WWW in

which the semantics of information and services on the Web is defined, making it possible for the Web to understand and satisfy the requests of people and machines to use the Web content

l  It derives from World Wide Web Consortium director Tim Berners-Lee's vision of the Web as a universal medium for data, information, and knowledge exchange

l  The semantic Web is a vision of information that is understandable by computers, so that they can perform more of the tedious work involved in finding, sharing, and combining information on the Web


Internet of Things

l  Internet of Things – a network of objects, such as household appliances, personal belongings, store inventory, cars, tools, etc.

l  Enabling technologies l  Wireless networks l  RFID identification l  Sensors l  Embedded intelligence l  Miniaturization of computers


NEXT GENERATION OF WEB Web 2.0

Web 2.0 l  Term used since the O'Reilly Media Web 2.0

conference in 2004 l  O'Reilly: Web 2.0 is the business revolution in the

computer industry caused by the move to the Internet as a platform, and an attempt to understand the rules for success on that new platform

l  O'Reilly: "2.0" refers to the historical context of web businesses "coming back" after the 2001 collapse of the dot-com bubble, in addition to the distinguishing characteristics of the projects


Web 2.0

l  "Web 2.0" – changing trends in the use of WWW technology and Web design that aim to enhance and profit from users’ creativity, communication, information sharing, collaboration and functionality of the Web

l  Changes in the use and the business models l  Basically, no change in the technology


Web 2.0 – Scepticism l  Tim Berners-Lee (2006) l  IBM developerWorks: You know, with Web 2.0, a

common explanation out there is Web 1.0 was about connecting computers and making information available; and Web 2 is about connecting people and facilitating new kinds of collaboration. Is that how you see Web 2.0?

l  Berners-Lee: Totally not. Web 1.0 was all about connecting people. It was an interactive space, and I think Web 2.0 is, of course, a piece of jargon, nobody even knows what it means. (…)


Web 2.0 – Examples Web 1.0 Web 2.0

DoubleClick Google AdSense Ofoto Flickr

Akamai BitTorrent mp3.com Napster

Britannica Online Wikipedia personal websites blogging

page views cost per click screen scraping Web Services

directories (taxonomy) tagging ("folksonomy")

Netscape vs Google l  Netscape was for Web 1.0 the same as Google

is for Web 2.0 l  Netscape – software selling model

l  Selling web browsers will create demand for web servers (read: we will sell them too)

l  In fact: popularized web as a information media l  Google – web application model

l  Content is a “commodity” l  Google has expertise in databases (or in searching

within databases) l  In fact: popularized web as an application platform


Examples of Web 2.0 services l  Facebook l  LinkedIn l  Flickr l  YouTube l  Twitter l  Allegro l  Google

Web 2.0 Services

Services with elements of

Web 2.0


Changing users’ role l  Users are both content

consumers and content producers

l  Prosumer (producer + consumer) l  Content is often created by

combining, merging and annotating other content

l  Content can be created explicitely or implicitely

© 2013 Wojciech Wiza PUE

For Ed 2.0 Work EC LLP Project

Web 2.0 „Commodity”

l  Information as a main resource in Web 2.0 l  Who posses information have clients and

development l  Unique content is a key


KEY CONCEPTS

Main concepts

l  Communities l  Tagging and bookmarking l  Syndication l  Mush-ups l  Mobility

l  Cooperation


Terms: Social networks l  In the late 1960s, the sociologist Stanley

Milgram investigated the "small-world phenomenon“

l  Five or six steps, on average, to get a letter from Nebraska to Massachusetts

l  Certain paths were considerably shorter because the package reached a "hub" or "broker“ node


Terms: Mashup l  A mashup is a Web application that combines data

from more than one source into a single integrated tool

l  Easy, fast integration, frequently done by access to open APIs and data sources to produce results that were not the original goal of the data owners

l  An example is the use of cartographic data from Google Maps to add location information to real-estate data, thereby creating a new and distinct Web service that was not originally provided by either source


Terms: Folksonomy l  Folksonomy (from folk + taxonomy) is the practice

and method of collaboratively creating and managing tags to annotate and categorize content

l  Folksonomy describes the bottom-up classification systems that emerge from social tagging.

l  In contrast to traditional subject indexing, metadata is generated not only by experts but also by creators and consumers of the content.

l  Usually, freely chosen keywords are used instead of a controlled vocabulary.


Terms: Cloud l  Computational cloud – model of data processing

based on external hardware/software provider l  Client does not invest in hardware/software but

buys/lends it when needs it. l  Cloud types:

l  IaaS – infrastructure as a service l  PaaS – platform… l  SaaS – service… l  CaaS – communication…


Terms: AJAX

l  AJAX (Asynchronous JavaScript and XML) – a group of interrelated Web development techniques used to create interactive web applications or Rich Internet Applications (RIA)

l  With AJAX, Web applications can retrieve data from the server asynchronously in the background without interfering with the display and behavior of the existing page


Terms: Network effect l  A network effect (also called network

externality) is the effect that one user of a good or service has on the value of that product to other users

l  The more people own telephones, the more valuable the telephone is to each owner. This creates a positive externality because a user may purchase their phone without intending to create value for other users, but does so in any case


Terms: The Long Tail

l  Coined by Chris Anderson in Oct 2004 Wired magazine article to describe the niche strategy of businesses, such as Amazon.com or Netflix, that sell a large number of unique items, each in relatively small quantities

l  80%-20% statistical rule


Winning strategy

l  One should resign to win: l  Wikipedia: centralized edition l  Amazon: physical bookstores l  Google: big clients l  …


ASPECTS OF WEB 2.0

Different points of view

1 • Technical aspect

2 • Economical aspect

3 • Social aspect


Technical aspects of Web 2.0 l  Web 2.0 is not a new technology l  Web technologies develop continuously l  Technologies associated with Web 2.0:

l  AJAX – Asynchronous JavaScript and XML l  Data formats: XML, JSON l  Information syndication: RSS, Atom l  Programming interfaces – SOAP, REST, XML RPC

l  Most of them existed before Web 2.0


Economical aspects: Cash flow curves l  The physical-world curve

shows a traditional path to profitability

l  The Web 1.0 curve shows the higher expenses of seeking a huge audience, but also the greater return on possible investment

l  Web 2.0 curve is different!


Economical aspects: changing model business

l  New role of content and rights to content l  New business models and redefined

traditional models l  Taking into account massive user involvement

l  Amazon model l  Apple (iTunes) model l  Freemium model


Central role of users (eBay example) l  eBay's product is the collective activity of all

its users l  eBay grows organically in response to user

activity, and the company's role is as an enabler of a context in which that user activity can happen

l  eBay's competitive advantage comes almost entirely from the critical mass of buyers and sellers, which makes any new entrant offering similar services significantly less attractive


Example: Wikipedia l  Wikipedia – an online encyclopedia based on the

notion that an entry can be added by any Web user, and edited by any other

l  Eric Raymond's: "with enough eyeballs, all bugs are shallow,“ applied to content creation

l  Founded in 2001 – now in 10 top websites! l  There are more than 75,000 active contributors

working on more than 10,000,000 articles in more than 260 languages

l  650+ million visitors per year


Users create value

l  The concept of "pro-sumer“ – someone who is a mix of a DIY producer and consumer (Alvin Toffler, 1980)

l  Hard to implement until Web development l  Web 2.0 reinforces network effects because

online users are no longer limited by how many things they can find, see, or download off the Web, but rather by how many things they can do, interact, combine, remix, upload, change, and customize for themselves


Social networks l  In the late 1960s, the sociologist Stanley

Milgram investigated the "small-world phenomenon“

l  Five or six steps, on average, to get a letter from Nebraska to Massachusetts

l  Certain paths were considerably shorter because the package reached a "hub" or "broker“ node


Key roles and linkages in social networks

l  Connectors l  Know and want to

introduce people to each other

l  Mavens l  Like to share

information l  Salesmen

l  Can convince people to act and to buy


Social networks on the Web

l  Some of the most popular services on the Web today are online social networks built to help people find each other, share their stories, and connect. l  Flickr, for example, is most commonly thought of

as a photo-sharing site, not a social networking site, but the social aspect is critical to its success

l  Amazon relies on rankings from readers to give its reviewers a sense of enhanced status and recognition


Social networks

l  LinkedIn – business networking l  Facebook – personal web pages


Social networks topology


Key roles in on-line networks l  The Web helps connectors, salesmen, and mavens

reach an exponentially larger audience, more frequently, more easily, and almost instantaneously

l  Offline connectors develop relationships over time in face-to-face meetings with many other individuals

l  Online connectors benefit from using the Web, IM, email, audio, and video to connect directly to more people, more frequently, and more interactively


Key roles in on-line networks l  Offline mavens have in-depth knowledge about a

particular subject and are eager to share it l  Online mavens have an instantaneous means of

broadcasting and publishing the knowledge they want to share and become information providers and brokers through referrals, reviews, forums, and communities that supplement emails, syndication (RSS) feeds, blogs, and wikis

l  Offline salesmen influence people to take action; l  Online salesmen do the same thing but are supported by

many different interactive formats and media.


Web 2.0 in Education

l  Web 2.0 tools change the way the knowledge is delivered

l  Increasing importance of common creation instead of consumption l  Wikis l  Shared presentations l  Social networks


Web 2.0 in Work

l  Rising acceptance of social tools among employers l  In creative sectors l  In training

l  Some companies encourages personnel to write blogs l  Recognition of potential problems

l  Social networks l  Closed networks


Rogers Adoption Curve

l  Rogers Adoption Curve is often used to explain the rate of adoption of a new technology or product

l  A theory for the adoption of innovations among individuals and organizations (1962)


PROBLEM 2.0

Web 2.0 – Problems l  ”I did not know so many idiots are in the world

until I start using Internet" (S.Lem) l  Excessive hype l  Lack of simple definition l  Incompetence l  Slow adoption curves of some applications l  Need for permanent connection l  Too much focus on the technology l  Social problems: trolling, haters


Legal aspects

l  Web 1.0 required signed agreements between sites and users using the content

l  Web 2.0 – opennes and simplicity, new licence types (open sources, Apache licence, creative commons)


THANK YOU


web20 an introduction

Education

conceptsl web

popularized web

web contentl

examples web

examples of web

web tounderstand

elements of web

web browsers