© 2007 IBM Corporation User Focused :: Business Centric Innovation That Matters Web 2.0: the next generation of Internet capabilities Christopher Perrien,

© 2007 IBM Corporation

User Focused :: Business Centric

Innovation That Matters

Web 2.0: the next generation of Internet capabilities

Christopher Perrien, [email protected], 919.402.1982.Jim Smith, [email protected], 919.387.6653jStart Team for Emerging Internet Technologies

2 User Focused :: Business Centric © 2007 IBM Corporation

IBM’s Emerging Internet Technologies Team

Member of team tasked to explore Internet-based technologies–Java, XML, Web Services, Open Source Software: Internet infrastructure

–Now the conversations tend to be business driven: Web 2.0

Accomplish our mission by direct interaction with the Marketplace–Not inventors or research labs

–15 consultants & enterprise architects and 90 developers led by IBM Fellow

Trusted methodology for helping customers to get started


Intersection of Popular Culture & the Enterprise

If you believe (or hope) that the World is Flat

If one is not the low-cost provider, then one has to be the more innovative supplier

Innovation hinges upon purposeful communication – across the value-chain (internal, customer, partners)

Communication: transparent access to data & information

For IBM, explains our strategy of:– Innovation, On-Demand, Support of Open Systems, Acquisitions

– even the structure of our worldwide organization


Plan for today

Stimulate your thinking about Web 2.0 & your business

Acquaint ourselves with fundamental Web 2.0 terms & technologies

Persuade you that now is a good time to act– Early adopters and the rest of us

– iPod: $144mm in 2003; $19.2b in 2006

Give you some ideas on how to get started– At the browser and at the technical layer or backend


What do I hear from Customers?

Why are we negotiating over what was optimized 10 years ago?– Bandwidth, storage, CPU

How can my staff be more of a technical advisor to the business?– Can’t believe that I am still worried about Boards & Boxes in 2007!

Why are Google & Amazon building huge data centers?– What truly prevents them from being a bank?

How can I better Innovate?– Because I cannot compete with Bricks & Mortar?

– Because I cannot compete with everyone on the Web


Flat World Quiz

Percentage of Americans with Broadband Access?–33, 48, 55, 71

Download rate in South Korea?–6, 16, 28, 72

America has 25 cities with a population of 1,000,000. How many does China have?– 17, 75, 175, 275,

If Skype were a telecom carrier, its worldwide ranking would be?– 3, 7, 10 25

What does the phrase ‘3rd Screen’ refer to? – 1 - TV

– 2 - PC

– Yet we are all carrying the third - mobile devices

Bonus question: What tipping-point did the CD ROM achieve?–Hint: reversed the adoption pattern of what?


Proliferation of Open Standards have enabled innovation and greater efficiency of “social experience” in what is now known as WEB 2.0

Web 1.0 was about connecting computers and

making technology more efficient for computers.

Web 2.0 is about connecting people,

and making technology efficient for people.


Web 2.0 is a set of loosely defined concepts that provide a platform for participation (innovation)

Source: Tim O’Reilly: What Is Web 2.0

Web 1.0 Web 2.0

Personal Web sites Blogging

Ofoto Flickr

Britanica Online Wikipedia

Directories (taxonomy)

Tagging (“folksonomy”)

Stickiness Syndication

Publishing Participation


Impact of Web 2.0 on businesses

1. Embrace the Long Tail Leverage customer self service to reach the entire

web not just the head

2. Data is your Competitive Advantage Seek to own a unique, hard to recreate source of

data

Data is the new “INTEL INSIDE

3. Allow your users to “Add Value” Key competitive advantage is the extent in which

users add their own data to your platform. Don’t restrict your “ architecture” of participation. Involve users implicitly and explicitly in adding value to your applications.

4. Network Effects by default Set inclusive defaults for aggregating user data as a

side effect of their use of the application

5. Some Rights Reserved Limiting re-use prevents experimentation. Benefits

from Web 2.0 come from collective adoption, not private restriction. Design for Reliability and “ hack-ability”

6. The Perpetual Beta Internet applications are no longer software artifacts,

they are ongoing services. Engage users as real-time testers and user their feedback as an instrument in designing the service.

7. Cooperate, Don’t Control Web 2.0 is a network of cooperating data services.

Offer web services interfaces and syndication through lightweight programming models

8. Software Above the Level of a Single Device

Integrate service across handheld device, PC’s and internet servers

Web2.0 - Tim O’Reilly, 2005


The Longtail


WEB 2.0 encompasses many forms of Community Building, Collaboration, and related Data Access.

Source: Forrester Research, Inc


EXAMPLE: BLOGS - Communicating directly with customers, CEO’s have begun to communicate directly with the public through blogs enabling an open dialogue to facilitate brand affinity.

Short for weblogs

Personal publishing systems

Focused on the writing not the technology

Built-in tech for connecting people, ideas, websites and other blogs

Automatically generates RSS feeds

Leaves trails of social media


EXAMPLE: WIKIS - Wikipedia has disrupted traditional publishing models by empowering the masses to create and govern a public encyclopedia through WIKI collaboration using the web as a platform.

“What I Know Is…”

Collaborative authoring environments

“Easy” to create, edit, share pages of information

Non-linear in nature

Great for sharing information across teams regardless of time or location


EXAMPLE: PODCASTS- Podcasting empowers users to create & distribute rich media services with dramatically low barriers to entry.

Audio and video recordings

MP3’s and/or video formats (wmv, mov, etc.

Can be delivered via XML / RSS

Time-shifting of content to manage attention scarcity

Supports content distribution


EXAMPLE: TAGGING - In contrast to controlled vocabularies or formal taxonomies, Social Tagging (folksonomies) enables better meta-tagging of content to search, distribute and collaborate with in the social construct of Web 2.0.

a.k.a. Folksonomy

User-defined metadata

Typically shared with others

Provides vetting of relevant content without reliance on algorithms

Easily bundled into RSS/XML


EXAMPLE: SOCIAL NETWORKS - Social networking connects individual online through existing relationships and enables extended relationships though online communities of common interests.

Social Networking Diagram

Other examples


Communities and Innovation

Shift from employee-only (internal) innovation to beyond the enterprise (external)

Impacts customer service, intellectual property, business partnerships and relationships.



The three patterns driving Web 2.0

•User-driven adoption

•Value on demand•Low cost of entry•Public

infrastructure•Tight feedback

loop between providers and consumers

•Expanding from dozens of markets with millions of people to millions of markets of dozens of people

Software as aSERVICE

Service, not software

COMMUNITYmechanisms •Recommendation

s•Social networking

features•Tagging•User comments•Community rights

management•Collaboration

Users add value

SIMPLEuser interface

and dataservices

•Responsive UIs (AJAX)•Rich Content and

Experiences•Feeds (Atom, RSS)•Simple extensions•Mashups (REST APIs)

Easy to use, easy to remix

Web 2.0


Key technologies

Most Web 2.0 Technologies are still in beta phase of maturity. We are seeing high customer interest in:

– AJAX and JSON (evolution of XMLHTTP) is most tangible in terms of potential business value

– RSS/Atom - beyond Blogs, RSS & Atom being seen as potential approaches to simplify specific content centric application architectures. Feeds are a new addition to the service paradigm.

– Programmable Web - potential seen in building/extending business ecosystems

– Rapid “Situational applications” - mash-ups


Web 2.0 @ ibm.com


The First Step: IBM Lotus Sametime 7.5

Instant Messaging– Richer user experience – New IM client with comprehensive update to

user interface and features

Web Conferencing– New Lotus Sametime Web conference user

experience– Easy, fast and reliable entry to Web

conferences

Communities, broadcast applications, and other innovations

Major upgrade and investment in real-time collaboration:


Blogging: w3 BlogCentral …contd


Wikis: Wiki Central v2


Demand Workplace RSS Feeds


Social Networking: Dogear


Social Networking: Fringe (Bluepages +1)


Collective Intelligence: IBM Open Source


Collective Intelligence: Thinkplace


Collective Intelligence: TAP


Web 2.0 Products & Offerings @ IBM



Lotus Connections services

CommunitiesCreate, find, join, and work with communities of people who share a common interest, responsibility, or area of expertise

BlogsUse a weblog to present your idea and get feedback from others; learn from the expertise and experience of others who blog

DogearSave, organize and share bookmarks; discover bookmarks that have been qualified by others with similar interests & expertise

ActivitiesOrganize your work, plan next steps, and easily tap your expanding professional network to help execute your everyday deliverables, faster

ProfilesQuickly find the people you need by searching across your organization using keywords that help identify expertise, current projects and responsibilities


Lotus Quickr

Lotus Domino IBM JCR IBM FileNet * SharePoint * Other

Shared Content

TeamWorkspaces

Anywhere, AnytimeWorkflow

WikisTeam Blogs

Business templates

Quickr Content Stores


Mashups



beware. banned books.

Readers of “1984”

Data Mining 101: Finding Subversives with Amazon Wishlists!


Technologies @ IBM


QEDWiki Overview

QEDWiki is a lightweight, cross-browser Mashup Maker written in PHP 5 that can be hosted on a LAMP, WAMP, or MAMP stack.

Mashups can be built by assembling a collection of widgets on a page, wiring them together to define the behavior of the mash-up application, and then possibly sharing the mash-up with others.

Mash-up enablers provide QEDWiki with a collection of widgets that provide application domain- or information-specific functionality.

The framework includes a rich AJAX-enabled MVC (Model-View-Controller) architecture so that each wiki page is a rich, interactive application for end users.


Base Technology LAMP Based (PHP 5.0.4++) Uses Zend Framework (http://framework.zend.com/) “Easy-to-use framework for developing the next generation of web applications” Collaborating on component model, forms processing Contributed database adapters for DB2 AreaEdit : WYSIWYG Editor Dojo : Rich cross-browser DHTML widgets

The Widget frameworks provides an extensibility mechanism for QEDWiki Invoked using REST model & using clean URLs http://host/wiki/ajax/action/GooglemapCommand/address/... Communicate on the client and the server using a simple communication data hub model,

symmetric model on C/S via JSON Built-in communication with client/server personas of commands (DataHub) Metadata baked into the command (keep-it-simple) Trusted and un-trusted Widgets

Under the hood


Mashup Hub

Need a place to host technology to create feeds for several classes of important data sources

Need to share objects used to create these feeds to make it easier to expose additional feeds

Widgets are closely associated with feeds, especially custom viewers of microformats. It is best to manage them together

Sharing and discovery is facilitated by community and social tools Many enterprise data sources don’t have a Web UI, so they need a

place to advertise their feeds Note: Does not require feeds to be registered here and other

catalogs can exist in the enterprise and on the Web. But this is an “install this one Web app” and you have the main enablement support you need.


Architecture of the Mashup Hub

Excel Docs

Access Docs

Kapow Robots

Lixto Wrappers


jStart’s Customer Engagement Model

Consultative approach for mapping Internet technologies to customer business problems

– Identifies potential business value to Project Stakeholders

Proven Workshop Approach– Similar model to GBS and with smaller development iterations

– Can partner with SWG Labs, GBS, GTS, Research, Product Development

Workshop Offerings address:– 1. Project Definition

– 2. Project Requirements

– 3. Use-case Development and Validation

– Samples and References available


Community Building Offerings Baseline: Project Definition Workshop

Qualifications – targeted Business Purpose and appropriate business Sponsorship

Venue– 4 - 6 hour discussion w/ jStart consultant & senior architect

– Combination of in-person & web-based

Format– Profile Community Building Concepts & Trends

– Capture Business Requirements, both tangible and intangible

Deliverables– discussion notes, presentation, other related artifacts

Base price– no-fee

© 2007 IBM Corporation

User Focused :: Business Centric

Thank you!


•Wesabe


Blogging: w3 BlogCentral







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© 2007 IBM Corporation User Focused :: Business Centric Innovation That Matters Web 2.0: the next generation of Internet capabilities Christopher Perrien,