Reychele Buenavidez Vertsol Reader

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A Vertical Market Solution For Retail Reader by: Reychele Buenavidez

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A

Vert ica l M a rketSo l u t io nFor

Ret a il Rea d er

by:

ReycheleD. Buenavidez

THIS WORK IS LICENSED UNDER CREATIVE COMMONS

ATTRIBUTION- NONCOMMERCIAL-SHARE ALIKE3.0 PHILIPPINES LICENSE


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Ta b l e o f C o n t en t

Dedication 4

Preface 5-6

Book Reviews (Clue train Manifesto) ...................................................................................................... 7

Chapter 1: Internet Apocalypse ....................................................................................................... 8-10

Chapter 2: The Longing...................................................................................................................11-12

Chapter 3: Talk is cheap ...................................................................................................................13-15

Chapter 4: Markets are Conversation.............................................................................................16-21

Chapter 5: The hyperlinked Organization......................................................................................22-25

Chapter 6: EZ Answers .....................................................................................................................26-27

Chapter 7: Post Apocalypse ............................................................................................................28-29

Book Reviews (Web 2.0) .................................................................................................................................. 30

Chapter 1: Max Mancini: eBay ............................................................................................................31-33

Chapter 2: Alan Meckler: Internet.com .............................................................................................34-35

Chapter 3: Eric Engelmann: Blog lines ..............................................................................................36-38

Chapter 4: Gina Balanchine: Ming ......................................................................................................39-40

Chapter 5: Dorian Carroll: Technocratic ............................................................................................41-42

Chapter 6: Raju Vegesna : Zoho..........................................................................................................43-44

Chapter 7: Richard MacManusL: Read/Write Web & Web 2.0 Workgroup...................................45-46

Chapter 8: Tj Kang: ThinkFree .............................................................................................................47-48

Chapter 9: Patrick Crane: LinkedIn.....................................................................................................49-50

Chapter 10: Shaun Walker: DotNetNuke ............................................................................................51-53

Chapter 11: Biz Stone: Twitter .............................................................................................................54-55


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Chapter 12: Seth Sternberg: Meebo....................................................................................................56-57

Chapter 13: Joshua Schachter: del.icio.us........................................................................................59-60

Chapter 14: Ranjith Kumaran: YouSendIt..........................................................................................61-62

Chapter 15: Garrett Camp: StumbleUpon ..........................................................................................63-64

Chapter 16: Rodrigo Madanes: Skype ................................................................................................65-67

Chapter 17: Rod Smith: IBM Corporation ..........................................................................................68-69

Chapter 18: Tim Harris: Microsoft Corporation ...............................................................................70-71

Chapter 19: Bob Berwin & Tim Bray: Sun Microsystem .................................................................72-74

Chapter 20: Michele Turner: Adobe System Incorporated .............................................................75-76

95 Theses .................................................................................................................................................. 77-123

VERTSOL .................................................................................................................................................. 124-150


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P r e f a c eMindless of what they say efforts make a winner. And Ive proven much. Finishing this course or

this subject VERTSOl or Vertical Market Solution as BS-IS student of my batch was not that easy, putting

into consideration that poverty indeed is never a sin but always take a crucial and vital part in my life.

This, together with the complexities of life and adolescence made my endeavor even more complicated.

And so whether you agree with me or not, we cannot deny the fact that money makes the world go round.

It is not enough that we exert effort and a lot time and improve our intellectual abilities; maximum

efficiency still requires the special participation of earthly toys specifically money.

In line with this , it has been written to provide readers specifically IT related students of DLS-

CSB with the basic ideas of VERTSOL or Vertical Market Solutions. This book inspires students to further

read the full text of book reviews and 95 theses presented in this book. Moreover this is not only for you

to read and comprehend but also analyze, criticize, interpret and further apply these great ideas and

reflections and reviews, the community and society as a whole.

This book is divided into two (2) general areas which includes book reviews about Cluetrain

Manifesto, Web 2.0 and other book reviews from other books which is also in line with the course Vertical

Market Solution. These two books are read and created its own book reviews per chapter in order to

provide readers specifically its authors insights, feedbacks, ideas, reactions about the certain topic that

they are explaining about the book. Both of this book do have connections/ relations about the vertical

market solution course. Thats why it truly help us readers and students to understand market, retailing,

retailing technology and the like and be able to experience it into the real world. Cluetrain Manifesto has

7 chapters that are why if youre going to observe it also has 7 book reviews. While Web 2.0 has 20

chapters that are why it does also have 20 book reviews. All this book reviews came from the own effort

and knowledge of yours truly.

The other areas or the 2nd

area of this book was all the reflections about the 95 theses

also from Cluetrain Manifesto. All this 95 theses do have its own reflections/ reactions containing 250

words per thesis. These 95 theses reflections/reactions were all based from the thoughts that eachsentence provides. Meaning all the ideas, reflections, information and insights came from the own

thoughts and

point of views of yours truly. This 95 theses will help you readers understand the true essence, functions

and meanings of market, retail and a lot that is related to vertical market solution.

These two common areas will definitely reinforce the knowledge you already have so that in your

writing, reading and speaking you become more confident in conveying your ideas to your readers or to


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your listeners. This will help you understand and effectively share your knowledge opinions, data, and

informations and so on. Knowing you have the knowledge about all these things will make you feelconfident in whatever you do, just so do I. As we always say knowledge with confidence is the key to

success.

Let me end this with a good piece of advice; the roots of education are bitter but its fruits are

sweet. Just instill in yourself the greatness of enthusiasm, for it is in enthusiasm for it is in enthusiasm that

a new tomorrow is born: Mindless of what they say effort makes a winner.


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C l u e T r a i nM a n i f e s t o

B o o k R ev i ew s( C h a p t er s 1-7 )


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Chapter 1: Internet Apocalypso

Name of the Book: Cluetrain Manifesto

Library Reference: N/A

Amazon Link:

http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup

Quote:

Let us speak, though we show all our faults ad weaknesses- for it is a sign of strength to be weak, toknow it, and out with it....

--Herman Melville

Learning Expectations:

1. Understand what's really about the introduction as well as in chapters 1-3 of the book.2. Learn and understand what Cluetrain Manifesto do means, and how this title of the book

related to even three chapters of the book that i will be reading later on.3. Collect and be expose to new mishmash of words that I know at first cumbrous to

understand but later on I'm expecting that as I go through the chapters i will not beinculpable in understanding those words.

Review:

We individual always don't know how life is short, for the reason that people were alwaystoo busy doing things for their work, for their friends, and for their family as well. Which leads sometimesthrough confusions, and don't know what's really important at all in their lives. Maybe because they were

just too busy and focused on how to achieve success with their lives, that's why for them time is short andlife is short so there's no room for wasting time. But what is success really? Too often the standards forsuccess are measured by the level of education we attained, the amount of money we have / you have ina bank, the size of your house or how much material possessions we own. And since that's ameasurement for success for today, that's how busy people of today on how to achieve those things withtheir respective lives. So the question is who doesn't want to be successful just in time? So what? Is thisall there is to like? And that's what the fact; we do admit that we learned to live with it. We learn that life islike this, life is like that, but it's true according to the book that this seemingly simple understanding in theseed of profound wisdom and its true.

With these facts, we clearly see that our environment meaning the situations that we areinto and the people that we deal with it and the environment that we deal with have already changed andthe complexities of the peoples and business lifestyles have started to manifest. Given these factors andideas that drive us within the box of social limitations what it is that we should maintain in order to leadand effective life. It is also consider as a longing for us humans, a longing for acceptance, connection forliving and a longing for a release from anonymity. Because we human want to be part of the world and beaccepted by companies and by market forces. And so if there's a real way and there's a lot of ways tosolve problems l ike this there are also ways on how to get over for that so called we die.


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And now we all know that just like seeds trying to spring up from the grounds, Net grew like that in an

obscure and impenetrable manner. And since its part of the technology it is obviously populated by thosewho are geeks, wizard, and misfits. And since Internet was not that known and was starting already,nobody gave attention about it but then it continue to grew and now becoming large. And so we canobserve that Net do work differently than business itself. Based on the book Net was built by those peoplewho have lots of questions, curiosity, and attempting and wanting to try something, that's why, WorldWide Web came out. Came out and created references for those people, and for wanting to haveconnections and for those who actually understands on it.

And so because of internet we cannot deny the fact that millions have been attracted andtoday there are lots that continuously having interest on it. Where in back then it was only primitive, old,daunting, and uninviting for most people because they don't how to use and deal with it. And maybe theirminds were not that open for that kind of technology. Internet now became a key or serves as an eyeopener for all, especially for most people to have connections and communications without thinking of any

constraint and perhaps without advertising. Because in most cases it really empowers and impassionsthe said connections and communication for most people also.

That's why it really affects every area of our lives, wherever new knowledge ad new wayis coming to light and that said new knowledge was increasingly preceding that drives us and our voicesto do and how we do our own craft. And this is what we most want to talk about the voices that comewithin us. And its true enough that conversation really needs by any companies and by market as well.Why? because in markets language grew and its true enough that markets are conversation, because ifwe are going to observe, in the market a lot of different noise can be heard. Because a lot of differentconversations from different people are there in the first place.

Markets are conversation maybe because its part of a day to day conversation of thecompanies who has or who owns their products to the specific markets, and so its a part, or its a part oftheir job or their business to consider what market to take or what market to go into. Meaning market wasalways part of a day to day lives of business man, business meetings, was part of the top management,or even employees conversation on for example, what are the market demands of for today, what is themarket status etc. Markets are conversations; maybe its because of its sometimes defined as the set ofbuyers sharing particular needs and wants. Sharing can sometimes done through conversation/ talkingtogether.

Economies of scale: Mo Bigga Mo Betta; pointing out and reviewing how scientificmanagement affects Ford company by Taylor's theory and so if were going to analyze and go back onhow Ford was affected and how scientific management of Taylor worked, maybe we can say that Scientific Management is not any efficiency device, not a device of any kind for securing efficiency.....init's essence involves a complete mental revolution on part of the working men as to their duties towardstheir work, towards their fellow men, and they take more rapid pace. Taylor responses through theapplication of systematic scientific time study regarding the problem. The systematic time simply means

breaking each job down into simple basic elements and with the anticipated corporation of workers, timingand recording them. And so in this management introduced by Taylor it stimulated managements abilityto take great control of all aspects of production including tooling, machines, material methods and jobdesign. Thereby stimulating the continued replacement of skill with the standardization approach favoredby American productions techniques Same as to those business also who applied bureaucraticmanagement to their businesses also degrading / de-skilling their workers because of the reason thatthey are isolated to / from one another.


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Learnings/Insights:

Perhaps no other field will be affected as greatly by technology and Internet ascommunications. Bill gates wrote in 1996, The revolution in communication is just beginning. universalemail ad computer on every desk, and in every home, will not be dream but reality. In 2000, writer JohnGage, n an article for the library congress on the future of the Internet, predicted that economic cost willbe minimal. Tomorrow, with complete computer systems on a single chip debates about cost will over.The devices will cost nothing. With the advent of high-bandwidth wireless connectivity, linking themtogether will cost pennies. He points out that the debates will no longer focus on how and whentechnology will create world wide conversation but how these changes will affect the life we live. Hewonders what forms of language will evolve and even more dramatically what being human means inthis new interconnected universe


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Chapter 2: The Longing

Name of the Book:Cluetrain Manifesto


Amazon Link:


Quote:As flies to wanton boys, are we to the gods. They kill us for their sport

--King Lear


1. Understand what Longing means to this chapter2. Relate chapter 2 to the chapter 13. Learn something new and exciting to this chapter4. Collect and be expose to new mishmash of words that I know at first cumbrous to


Review:

In todays environment we know from this generation how to use newly invented thingslike cell phones for message and even for calls and a lot more cause most of it has a lot of featuresalready that's why it's still selling and continuously spreading to the market. PSP for a lot of new and 3Dgames. DVD / VCD player for playing music and movies. And a lot more. And since all of the itemsmentioned are in line with the new technology for today, and we do now that how each of themfunctions......And so in connection to this chapter, in this generation a most of us have internet in ourlaptops and even in our computers, using it was really fun and really amazing because of the differentwebsites that we can see and we can try as well and that's the reason why this generation mostlystudents and even professionals speaks out on what they do, what's fun, and even what was the newlywebsite.

Based on the book longing or a longing indicates that something is missing in ourlives. What is missing is the sound of the human voice and this longing was occurs in the managed age.Age where business introduce management. Because as we all know that in business there are lots offunctions that are interrelated to one another; Controlling, Leading, and organizing of their resources in

order to systematized performance and maximizes efficiency in order for them to produce a productiveproduct in the market place. I do agree on this chapter that there are tremendous advantages to believingone lives in managed world: Because its true enough that there's no room for error and for risk as well ifwe know how to managed our own world, if we really know how to deal with it.

If you've noticed that everything in your environment works simply and works smoothlythen that's the reason why things are managed into you world because if not things will caused you to beembarrassed. Maybe you here this kinds of questions who cares about what I'm going? and maybe youhere this Its not fair! Back then life said to be unfair.....but the truth it lots of things in life are not unfair.There are lots of circumstances, instances like leave you feeling like there's no way out and no one


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understands your confusions in life; and so the managed world will compensate you. And lastly

in a managed world you know how and what interest you.

But of course this is not all constant, why? This is because risk, injustices and failure arealways there and so we have no assurance that everything will constantly and properly delivered in amanner that we expect it to be. And if it occurs its better if we don't feel like we are cheated by the world,instead be think that it wasn't always thus, of course that's part of l iving, that's a norm of living.

It became quite confusing for me when I've read the lines in this chapter that says the truthis that businesses cannot be managed. They can run...... I told my self why? I became curious already.Maybe because I've learned from my past business subjects that businesses needs to manage properly.And that lesson was already instilling in my mind and in my way of thinking. What I've understand with theline was that they can exist but beyond those executives that manages the business. I don't know if whatI've understood was correct.

When it comes to Professionalism i do agree to the ideas of these chapter thatprofessionalism do come because it is mandatory, because it is mandated by of course the managementor the managed environment of businesses. That's why when we say professionals; we do know that itdeals for those personalities who are in the high level of career standards of the society. And beingprofessional was also connected for their jobs mostly for those who are in the business world and in amanaged environment.

We cannot deny the fact and its true enough that when we speak we hear our voice wehear what we say and more importantly we know that it sounds in human way. In more instances it's ourway on how we communicate and how we express or react in a manner that we want it to be hearing byothers. It reflects our strongest personality; because into our voice it shaped our own personality itshaped our soul. But our voices are the same just like the other even if we are in the business or in amanaged environment. And if we noticed managed businesses taken our voices for the reason that itsnot just powerful when it comes to forces but also it was influencing force.

I think the reason why we immediately accepts t Web in our environment of today it'sbecause it invites us to a world that can easily access information that we want, a connection andcommunication that most Filipino wants because of the culture and even other culture also, in the newcommunities where there lots of new things and invites us into a place that you can showcase, voice outor broadcast your own ideas in something that maybe others can understands.

Learnings/ Insights:

Web provides a place like we've never seen before

Web is a public place that is crucial


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Chapter 3: Talk is cheap

Name of the Book:Cluetrain Manifesto


Amazon Link:


Quote:

The voice emerges literally from the body as a representation of out inner world. It carries our experiencefrom the past, our hopes and fears for the future and the emotional resonance of the moment. If it carries

none of these, it must be a masked voice, and having muted the voice, anyone listening knows intuitivelywe are not all there.

--David Whyte, the Heart Aroused


1. Understand why talking is cheap2. Understand and learn more about voices, what more it can do and at the same time its

other importance.3. Understand and learn more about conversation, what more it can do and at the same

time its other importance.4. Collect and be expose to new mishmash of words that I know at first cumbrous to


Review:

We do see a lot of things that are man made in our environment; these can be furnitures/appliances, decorative stuff, paintings and a lot more. And these are all made through the toil and labor ofthose who owns it. And sometimes if were going to noticed there are times / instances that craftsmensdescribes their craft, the product that they did, and the information specially the voice coming to them wasa true force coming to their heart. When it comes to the times that they were creating those products,those craft, it go through also just like other to failure, practice and learnings that really need to takeplace first before achieving those kinds of product. The message of this was before we develop couragein which not the absence of fear, but rather the ability to do things that you are afraid to do. Becausewhen courage is there you can face the challenges and difficulties that life has to offer. And so Its better if

were going to bring what craftsmans what artist attitude into our work because thats the reason why weare enable to do something and thats because its who are, and that who we are molded as into whatperson we are right now.


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Some

Artist nowadays have do not have confident to show their ability and skills to create new things from

nothing to something or from next to nothing. Thats why they say that artist have stubborn faith when itcomes to their abilities and skills; having faith and confident gives shape or molding you and a fire forcingyou to do your craft and to establish themselves as an individual and thats through their medium andthrough their work. Business depends on most of creative and knowledgeable workers. Why? Becausethey do believe that if heads and hands are working in a creative and knowledgeable way they canproduce craft that is uniquely and totally different from other, because they are those who take pride intheir work.

Web is not different from what was stating above, because in producing Web in every page ofthat theres always a person behind it. Through this we can say that people behind it have this kind ofvoice that comes of focus, attention, caring, connection and in honesty in purpose; a voice that trulyreaches directly and personally into our life, into our beings and also touches our soul and our spirit.Thats why if were going to take a look at what Web truly gives us, it gives us an opportunity or even a

chance to escape in the broadcast world of media.

In our environment we see a lot of people talking, we see a lot of people do have differentconversations from one another that sometimes in an open and even in a close forward conversation.And sometimes this can be from inside and outside. And sometimes we are participating because wehave to participate and we have no choice but instead participate to that said conversation. Now, whatsnew is that Internet, Net and Web does change and balance the impact of the said conversationalequation. In this case technology was continuously increasing the chance and obviously showing andfocusing to the importance of conversation in the environment, in the society and even in the world.Because in conversation we can touch, connect to other people no matter how far the distanced are.

Its not new for us in how e-mail works in this our generation. How it change our lives, how itmakes our life easier and how it makes letter or message computerized. And it true enough that it isbetter than or more immediate medium than paper. Because as we all know and all of us know andwitness how long will it take for you to receive message from your friends, relatives and family in the timethat pen and paper was using. Unlike today, we can see a big difference and big changes when it comesto mailing.

Why? Its because of the more advance and more benefits that e-mail can bring us. If were goingto see how it works in todays generation we can say that a lot of people were enjoying to use it for thereason that it does not give hustle time for them to send and receive messages coming from their lovedones. Thats why this chapter says the ease and directness of e-mail is forgoing new connection---newconversations----throughout virtually every business.

Newsgroup also records the conversational thread structure of their message, unlike e-mail, soyou can see who is talking to whom and why. Just like e-mail and mailing list its also a channel forconversation which also serves for all people to be get connected.

Chat took also a place in the world of communication. We often see a lot of people who knowsand understands the environment of chat and as well as how it functions. If were going to differentiate itfrom any other channels of conversation we can say that its more live genuine, more substantial andmore human than any other channel existing.


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The aspects of chat amazes a lot of people maybe for the reason that it compress the distance,

meaning no matter how far you are to whom you are talking, and of course enabling globe spanningconversation on an obvious manner. Its totally different from e-mail because it has the environment thatmakes user excited and believed because its just like you are using phone and having conversation overthe other side of the world, but in a way that you are having conversation in a typing manner and youreceived the replies also in words but take note this is a live thing. Thats why it has built a lot ofcommunity in its own environment.

To sum up this chapter, its true enough that our conversations do lots of changes in the businessand IT industry. It has already reaching more people more customers more than we all know, becausepeople do have different ways on how to hear conversations instead of talking directly. Thats why I dobelieve in this chapter that says The volume of conversation about us we dont participate in directly isalmost always greater than the volume we are personally involved in. We respond not only to the honestyand integrity of our conversations on the Net but also to those indicators of integrity in other people is

conversation.

Learnings/ Insights:

With the different channel weve introduce to us it give us the easiest way to be connected toeveryone, to have and expand conversation to everyone; they made them possible that a singlemessage can be distributed to vast audience, and then serve as a seed of conversation; A kind ofconversation that really creates and gives amazing impact and change not only to business industry butalso to the IT industry as well.


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Chapter 4: Markets are Conversation

Name of the book: Cluetrain Manifesto

Amazon Link: N/A


Quotation:

Conversation is a profound act of humanity. So once were markets.

LEARNING EXPECTATIONS:

1. To know why markets are said to be conversations2. To find use of the things learned from this chapter3. To be able to apply to real life situations the things learned in this chapter

REVIEW:

The first markets were filled with people, not abstractions or statistical aggregates; they were theplaces for exchange, where people came to buy what others had to sell, and to talk. For thousand ofyears, we knew exactly what markets were: conversations between people who sought out others whoshared the same interests. Social, based on having interests, open to many resolutions, essentiallyunpredictable, and spoken from the center of the self, are the kinds of conversations people were havingsince they started to talk.

The arrival of Industrial Age did more than just enable industry to produce products moreefficiently. Managements approach to production and its workers was quickly echoed in its approach tothe market and its consumers. The economies of scale they were gaining in the factory demanded theeconomies of scale in the market. By the time it was over, we had forgotten the one true meaning ofmarket. In the twentieth century, the rise of mass communication media enhanced industrys ability toaddress even larger markets with no loss of shoe leather, and mass marketing truly came into its own.With larger markets came larger rewards, and larger rewards had to be protected. More bureaucracy,more hierarchy, and more command and control meant the customer who looked you in the eye waspromptly escorted out of the building by security.

During the Industrial Age, the movement of materials from production to consumption was a longand complicated process. The development of new transportation systems eased the burden and the

global systems flourished. Business began to understand itself through a new metaphor: Business isshipping, where producers package content and move it through a channel, addressed for delivery downa distribution system. It was effectively applied not just to the movement of physical goods, but alsoquickly applied to the packaging and delivering of marketing content. It was efficient to manage, deliveryof different type of content to consumers, where one size could fit to many, and the distribution channelwhich was the broadcast media was more than ready to deliver. The symmetry was perfect.


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But, there is no demand for messages. Thats the awful truth about marketing. It broadcasts

messages to people who dont want to listen. Its worse than noise. Its an interruption and Anti-conversation.

So, marketers tried to disguise their messages as entertainment, commercials disguisethemselves as one-act plays, press releases play the part of an important stories, and advertisingmasquerades as education.

We launch marketing campaigns based on strategies; we bombard people with messages inorder to penetrate markets. In short, business became a constant war with the market, with the MarketingDepartment manning the frontlines. Markets once were places where producers and consumers metface-to-face and engage in conversations based on shared interests. Now, business as usual is engagedin a grinding war of attrition with its markets. No wonder market fails.

We know that the real purpose of marketing is to insinuate the message into our consciousness,to put an axe in our heads without our noticing. They will teach us to sing the jingle and recite the slogan.If the axe finds its mark, we toe the line, buy the message, buy the product, and dont talk back. For theaxe of marketing is also meant to silence us, to make conversation in the market as unnecessary as theox cart. This system was quietly maintained, and our silence goes unnoticed beneath the noise ofmarketing-as-usual. No exchange between seller and buyer, no banter, no conversations.

The long silencethe industrial interruption of the human conversationis coming to an end. Onthe Internet, markets are getiing more connected and more powerfully vocal everyday. These marketswant to talk just as they did for the thousand of years that passed before the market became a verb withus as its object.

The internet is a place. What happens on the Net is more than commerce, mare than content,more than push and pull clicks and traffic and e-anything. The Net is a real place where people can go tolearn, to talk to each other, and to do business together. It is a bazaar where customers look for wares,vendors spread goods for display, and people gather around topics that interest them. It is aconversation, at last and again.

These conversations are most often about value: the value of products and of business that sellthem. Not just prices, but the market currencies of reputation, location, position and ecery other qualitythat is the subject to rising or falling opinion. In one sense, the only advertising that was ever trulyeffective was word of mouth, which is nothing more than a conversation. Now word of mouth has goneglobal.

Networked markets are not only smart markets, but theyre also equipped to get much smarter,much faster than business-as-usual, as stated in the Cluetrain Corollary, wherein the level knowledge ona network increases as the square of the number of users times the volume of the conversation.

Business-as-usual doesnt realize this because it continues to conceptualize markets as distantabstractions and the Net as simply another conduit down which companies can broadcast messages. ButNet isnt a conduit, a pipeline or another television channel. The Net invites your customers in to talk, tolaugh with each other, and to learn from each other. Connected, they reclaim their voice in he market, butthis time more reach and wider influence than ever.


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The power of conversation goes well beyond its ability to affect consumers, business and

products. Market conversations can make and unmake and remake entire industries. Were seeing ithappen now. In fact, the internet itself is an example of an industry built by pure conversation.

The process of building the Internet was a little like building a bridge: start with a thin wirespanning a chasm, then spin that single wire into a thick cable capable of supporting heavy girders andthe rest of the structure. Incredibly, no one directed this effort. No one controlled it. The people whoincrementally built the Internet participated solely out of enthusiasm, an enthusiasm driven by a sharedand growing vision what this strange thing they were building might ultimately become. Conversation maybe a distraction in factories that produce replaceable products for replaceable consumers, but itsintimately tied to the world of craft, where the work of hands expresses the voice of the maker.Conversation is how the work of craft groups proceeds. And conversation is the sound of the marketwhere creators and customers are close to feel each others heat.

People are talking in the new market because they want to, because theyre interested, becauseits fun. Conversations are the products the new markets are marketing to one another constantlyonline.

By comparison, corporate messaging is pathetic. Its not funny. Its not interesting. It doesnt knowwho we are, or care. It only wants us to buy.

So what becomes of marketing? How do companies enter into the global conversation? How dothey find their own voice? Can they? How do they wean themselves from messaging? What happens toPR, advertising, marketing communications, pricing, positioning and the rest of the marketing arsenal?

Ironically, public relations have a huge PR problem: people use it as a synonym for BS. The callof the flack has never been an honorable one.

Dishonesty in PR is pro forma. A press release is written as a plainly fake news story, withheadline, dateline, quotes, ad all the dramatic tension of a phone number. The idea, of course, is to makethe story easy for editors to insert in their publications.

But an editor would rather insert a crab in is butt than a press release in their publication. No self-respecting editor would let a sourceleast of all a biased one writes a story. And no editor is in themarket for a thinly disguised advertisement, which is the actual content of a press release.

Public relations not only fails to comprehend the nature of stories, but imagines that positivestories can be created with press conferences and other staged events.

The best of the people in PR are not PR types at all. They understand that they arent censors;theyre companys best conversationalists. Their jobtheir crafts to discern stories the market actually

wants to hear, to help journalists write stories that tell the truth, to bring people into conversation ratherthan protect them from it. Indeed, already some companies are building sites that give journalistscomprehensive, unfiltered information about the industry, including unedited material from theircompetitors. In the age of the web where hype blows up in your face and spin gets taken as an insult, thereal work of PR will be more important than ever.


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Many Internet companies say advertising is how they are going to make their money. And the

sum of advertising on the Web keeps going up. But, Web advertising is already an inside joke. While it istrue that ad campaign puts your companys name in tens of millions of banner ads will buy you somerecognition, it still counts for little against the tidal wave of word-of-Web. Its like people tend to listen toreal people answering their question about a certain product, instead of reading the manufacturers page.The speed of the word of mouth is now limited only by how fast people can type. Word of Web will trumpword of hype, every time.

Ads may still have hypnotic subliminal effects but we now have the worlds largest support groupencouraging us to acknowledge that there is a power greater than ourselves. Its the conversation that isthe Web.

Marketing communications dont really talk about communications. They actually spend most oftheir days thinking about how to hide whats really going on in the organization. Even at their most

completein the form of brochures and other stiff-necked paper goods- marketing communicationspainted a glossy picture believed. So, if you want to take your first baby step towards entering the marketconversation, avoid any brochure ware on your site. But does not mean that you should put up a site thatconsists of nothing but the facts expressed in Times New Roman text. Your site needs to have a voice, toexpress a point of view, and to give access to helpful people inside your corporation.

Traditionally, Marketing departments engage in pricing exercises to discover a markets ceiling.This makes obvious sense when the supply side controls the means of both production and distribution.

Pricing interchangeable products for a mass market is just a matte of testing how high you canraise the bait out of the water and still have the fish bait. Set the price, maybe tweak it, and youre done:all the fish are going to have to pay the same price. But when it comes to prices, the Web acts l ike a craftworld in which prices arent uniform across all products. Each hotel room, each Beanie Baby, and eachhand-declared by the supplier was paid by the customer now becomes more of a dance, sometimes acourtship, and always a conversation.

Positioning was not even an issue until 1972, when Al Ries and Jack Trout wrote the book,Positioning: The Battle for Your Mind. According to them, the goal of positioning is to own one word inyour customers mind. The human mind is as closed as a clam and just as roomy. There are fiveprinciples of the mind: 1. Minds are limited. 2. Minds hate confusion. 3. Minds are insecure. 4. Minds dontchange. 5. Minds lose focus. In short, minds are so pathetic that they desperately need help, even if itcomes in the form of an axe. Thats what positioning is for. Positioning actually is about something muchmore important, something that gets trivialized by those who reduce it to generating a catchy tagline.Positioning is about discovering who you, as a business, arediscovering your identity, not inventing anew one willy-nilly. Positioning should help a company become what it is, not something its not.

Marketing has been training its practitioners for decades in the art of impersonating sincerity and

warmth. But marketing can no longer keep up appearances. People talk. They get on the Web and theylet the whole world know that the happy site with the smiling puppy masks a company with coins where itsheart is supposed to be. They tell the world that the company that promises to make you feel like royaltydoesnt really reply to e-mail messages and makes you pay the shinning charges when you return heircranny merchandise.


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The market will find out who and what you are. Thats why you poison your own well when you

lie. You break trust with your own people as well as your customers. You may be able to win back thetrust youve blown, but by only speaking in a real voice, and by engaging people rather than deliveringmessages to them. The good news is that almost all of us already know how to talk like real people.

Its easier to locate and disarm the marketing messages buzzing in our heads than to disable thevocabulary thats been slipped in. At a word level, we at all times slip into the old marketing-speak.Nowhere is this truer than in the technology industry. So our advice: speak real words. The new Webconversations are remarkably sensitive to the empty pomposity that has served marketing so well.

You might as well try to sew closed fishing net. The simple fact is that your employees arealready joining the market conversation. And in most cases its because they find conversations aboutwhat they are working on to be really interesting. They like talking with customers. They like to help. And,they also like complaining if the business is flawed at heart.

If you want to hear the sound of new marketing, listen to the conversations coming from inside,outside, over, and above even the hardest-shelled companies that still think marketing means lobbingmessages into crowds. Here is the same sound our ancestors heard in those ancient marketplaces,where people spoke for themselves about what mattered to them.

Silence will be taken as arrogance, stupidity, meanness or all three. Talk as a person with name,a point of view, a sense of humor, and passion.

Marketing needs to become a craft. Recall that craftworkers listen to the material theyre forming;shaping the pot to the feel of the clay, and designing the house to fit with even reveal the landscape. Thestuff of marketing is the market itself. Marketing is cant become a craft until it can hear the newtheoldsound of its markets.

By listening, marketing will re-learn how to talk.

WHAT I HAVE LEARNED:

? Markets are actually conversations. Its not just the process of selling and buyingbut rather the interaction that goes between the seller and the buyer.

? Business evolved together with technology, that is, transfer of products,information and services became faster as new media for transportation arises.

? Internet is a can now be considered as a market.

? The only advertising that was truly effective was word of mouth.

? Conversations can build markets, just as how the Internet was built.

? Marketing is not interesting if its very usual. People love to talk and to listen tofunny and interesting conversations. Marketing should be that way instead of the usual ads wesee.


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? Advertising in the net is somehow irrelevant.

? Positioning seems fun. It is the foundation of an organization and allows thedivision of work and responsibilities to different personnel.

? Entering a conversation should follow certain rules. Butting in is entirely notadvisable. Proper voice should be used, as well as the correct and understandable words. Also,everyone is allowed to speak. Expend rather your efforts into making building a company thatstands for something worthwhile.

? Speak as a person with a name, a point of view, a sense of humor and passion.

?

Listen for a change.

? Marketing needs to evolve, like what happened to market.

? By listening, marketing will re-learn how to talk.

? Shut up for a while.


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Chapter 5: The hyperlinked Organization


Amazon Link: N/A


Quotation:

Business is a conversation.


1. To know the meaning of hyperlink2. To relate Web hyperlink to organization3. To see possibilities of seeing a business as a hyperlinked organization

REVIEW:

The Web has led every wired person in your organization to expect direct connections not only toinformation but also to the truth spoken in human voices. And they expect to be able to find what theyneed and do what they need without any further help from people who dress better than they do. Thishappened not because of a management theory or a bestselling business book but because the Webreaches everyone with a computer and a telephone line on her desk.

Within this world, the Web looks like a medium that exists to allow Fort Business to publish onlinemarketing materials and make credit card sales easier than ever. Officially, this point of view is known asdenial. The Web isnt primarily a medium for information, marketing, or sales. Its a world in which peoplemeet, talk, build, fight, love and play. In fact, the Web world is bigger than the business world and isswallowing the business world whole. However, the true opposite of a fort isnt an unwilled city. Its aconversation.

Fort Business assumptions are being challenged by a meek little thing: a hyperlink.

The Web isnt predicated on individuals. Its a web. Its about connections. And on the WorldWide Web, the connections are hyperlinks. Its not just documents that get hyperlinked in the new worldof Web. People do. Organizations do. The Web, in the form of a corporate intranet, puts everyone intouch with every piece of information and with everyone else inside the organization and beyond.Hyperlinks have no symmetry, no plan. They are messy. More can be added, old ones can disappear,and nothing else has to change. Compare to your latest reorganization where you sat down with the org

chat and your straightedge and worried holes and imbalances and neatness.

Org charts are pyramids. The ancient pharaohs built their pyramids out of the fear of humanmortality. Todays business pharaohs build their pyramidal organization out of fear of human fallibility;theyre afraid of being exposed as frightened little boys, fallible and uncertain. So, heres some news fortodays business pharaohs: your pyramid is being replaced by hyperlinks.


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To have a conversation, you have to be comfortable being humanacknowledging that you dont

have all the answers, being eager to learn from someone else and to build new ideas together. You canonly have conversation if youre not afraid to be wrong. Otherwise, youre not conversing; youre justdeclaiming, speechifying, or reading whats on the PowerPoint. To converse, you have to be willing to bewrong in front of another person. Conversation also occurs only between equals.

Conversations subvert hierarchy. Hyperlinks subvert hierarchy. Being human among otherssubverts hierarchy.

The web is undoubtedly a part of your business plans. While youve been hiring consultants tocreate a slick corporate intranet, establishing policies about who gets to post what, and creating a chainof command to ensure that only appropriate and approves materials show up on your internal corporatehome page, your engineers, scientists, researchers, even the marketing folks, have been creating littleWeb sites for their own use.

No one is controlling whats posted on them except the people doing the posting. No one ismaking sure that the corporate logo is in the right place. No one is making sure that the writing is official,officious and as dull as the pencil drawer of a recently downsized middle manager.

The intranet revolution is bottom-up. Theres no going up. If a company doesnt recognize this,the top-down intranet it outs in can breed the type of cynism that results in ugly bathroom graffiti andmysterious golfing cart accidents. These new Web conversations are actually being used to get somework done.

It turns out that Web is infecting organizations with the characteristics of its own architecture. So,if you want to know what a hyperlinked organization looks like, look at what the Web itself is like. TheWeb has a character sliced into seven themes: 1. Hyperlinked. 2. Decentralized. 3. Hyper time. 4. Open,direct access. 5. Rich data. 6. Broken. 7. Borderless.

From these characteristics of the technical architecture of the Web come the changes that aretransforming your business.

Your organization is becoming hyperlinked. Hyperlinked organizations are closer to their markets,act faster, and acquire the valuable survival skill of learning to swerve.

The hyperlinked relationships are, like the Web of hyperlinked documents, a shifting context oflink of varying importance and quality. They are self-asserting, not requiring anyone elses authority to beput in place.

Traditionally, business is an indoor sport. A business is, after all, a bringing together of talentedpeople who agree to work to achieve some common goals. Weve assumed togetherness means we

have to centralize power, control, and resources. But there are lots of ways to be together.

Org charts are written by the victors. But hyperlinks are created by people finding other peoplethey trust, enjoy, and in some ways, love.

Self-reliance goes far beyond the technical realm. But, theres a dark side to self-reliance. It canencourage a type of arrogant cynism that reacts to anything that the business tries to do for you. In thisview of the world, theres what I can do with my own hands and then theres a red tape. To the Web cultof self-reliance, the business is not only an obstacle, its them, the other. Self-reliance breeds withdisengagement with the business but more direct engagement with the real work of business.


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Business likes to think that it operates on a master schedule that devotes into lots of supporting

scheduled, just as the corporate strategy devolves into objectives and then into tasks and just as the orgcharts foliates into branches, twigs, and finally leaves. In a perfectly run business, all the schedules tick insync.

The Web decentralizes time by letting hyperlinked groups form that are driven by their do-it-ourselves zeal to get stuff done now.

But what happens to deadlines if time becomes decentralized? Lets leave open the possibilitythat deadlines are basically slackers. In fact, hyperlinked teamsrules by the laws of connectionaremotivated by a genuine desire to turn out a product or help a customer. They will work as hard as theycan to do right by their customers and coworkers. They know better than anyone, in many instances,when work can realistically be finished. Managing them simply means asking them.

The decentralization of time creates other ripples. When you allow people to control their own

schedules, they dont always cut their day into clean work and nonwork time periods. Their personal livesbegin to invade Fort Business.

The Web changes time from sequential to random. The Web is making us impatient with anythingwe cant skim. The Web time isnt just seven times faster than normal time. Its also a thousand timesmore random in a good sense.

Theres a price to assuming that secrecy is normal, that everything is to be kept secret unlessotherwise noted. Not only do you have the expense of keeping the secret, but you lose the value ofinformation. Information by its nature only has value insofar as its known. And, when combined withsmart people with an impulse to solve problems and to exploit opportunities, information increases itsvalue. Information wants to be free, sure. But it wants to be free because it wants to find other ideas,copulate, and sawn while broods of new ideas. Controlling information is like trying to control aconversation: it can be done and still be genuine. People wander around in information and learn whereto find the stuff that count, the stuff thats wrong in enlightening ways, the stuff thats purposefully off-base, the stuff thats fun, and ludicrous. Documents are one type of information that needs to be free.

People used to keep their drafts secret for fear of looking like idiots, but now they post them andacknowledge they may be completely wrong. Work has gone from an individual task to a group task. Theold model of keeping drafts secret until the moment of publication has been broken; ideas are now publicfrom their inception. Ideas are assumed to be given out freely rather than hoarded. People are brought innot because they are in a chain of command but because they have necessary skills, share interests, andare fun to work with. Sober-sided reports that were the mark of professionalism are often replaced byhumor-filled interchanges. Fear of letting information out would cripple this project; the report wouldemerge would be far more inferior to what arises from a free interchange ideas. Besides, the Web letseveryone talk to everyone, in every department, across divisions, with a strategic customers and evencompetitors. There are no secrets.

You want people to make better decisions. But open access to information also means thatyouve undercut your normal decision-making process.

There are lots of reasons for governance through voting, including assuring that the people havea say in setting policies that affect them, but one is particularly relevant to business: wisdom is property ofgroups. In most instances, groups are collectively smarter than their individual members and often makemore sensible decisions. The fact that typically the only group in a corporation that gets to vote is theboard of directors is not an accident; decision-making is usually more an exercise of power than an act of


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wisdom. Of course, majority vote isnt the only way to make decisions. Theres consensus,

compromises, negotiations of every stripe. Yet, for all this richness, in business we default to autocraticrulings.

The business now consists of a shifting set of hyperlinked groups, self organizing, inviting inparticipants based on the quality of their voice, regardless of where they are on the org chart. Business isa conversation. The Web is hitting business with a force of a whirlwind because it is a whirlwind. Theclosely held, tightly packed, beautifully tooled prices are being pulled apart. They are rebindingthemselves in patterns determined by the conversations that are occurring in every conceivable tone ofvoice. The character of business is becoming the same as the character of the Weban explosionreconfigured by the intersection of hearts.


? Hyperlink is a connection between different networks. Anyone can connect itsnetwork to another network even without asking permission.

? A business can be a hyperlinked organization.

? The seven characteristics of the Web can be applied as well in an organization.

? Time is very important in business.

? Even if business can be decentralized, discipline must be practice in a way thatworking time is separate from personal time.

? It is more efficient to avoid keeping drafts secret. To have a conversation meansto accept that we are prone to errors.

? Voting can be used as a means of decision-making in an organization.

? The Web is not about information. It is about conversation since it is a voiceworld.

? Stories are a big step sidewise and up from information.

? The Web is an economy of voice, where people gain a lot of things throughconversations


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Chapter 6: EZ Answers


Amazon Link: N/A


Quotation:

If love is the answer, cold you please rephrase the question?


1. To know which question should be asked2. To know the answers to certain questions about the internet3. To find clarity regarding the previous topics4. To gain more knowledge about the Web

REVIEW:

At the beginning of the Industrial Revolution, new power sources replaced much human gruntwork. Producers immediately saw that thus was good thing. Moreover, they saw that repeatableprocesses and interchangeable parts were an even better thing.

By the time the twentieth century rolled around, industry hit upon an even more potent multiplier:interchangeable workers. The assembly line turned workers into machines. Through this stroke of genius,craft skill was effectively hosed, and workers were told to shut up and do what they were told.

Mass production led to mass marketing, which led to mass media. Broadcast applied thefundamental mass production brainstorm to marketing communications.

Slowly, some companies began to realize that workers knew more than theyd been letting onmostly because no one had asked them for about a hundred years. This led to the reemergence of thecraft in the workplace, and a concomitant revaluing of speecha fancy way of saying lead, follow, or getout of the way. Ideas, talk, and conversation were now encouraged among workers because they helpedto deliver what organizations so desperately needed: a clue.

While speech was actively elicited from workers because it carried suddenly invaluableknowledge, it was not yet sought in any significant way from customersa concept still perceived bymany corporations as more dangerous than godless communism and universal healthcare combined.

However, to market fractionation, consumers had already become far less interchangeable.

Then along came the internet and all hell broke loose. By its nature, Internet technologyencourages open distributed speech. The human voice is the primary attractor, both to the medium andwithin it. Markets and workers are once again crafting their own conversations, and these conversationsare also about craftthings we do that we actually care about.


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Business is being transformed, but not by technology. The Web is simply liberating an atavistic

human desire, the longing for connection through talk.

The Web is inherent and intrinsically free. Businesses will perceive this fact as either a blessingor a curse depending on how much they value freedom, a quality of mind and heart not typicallyunderscored in the average corporate mission statement.

Ironically, we ask questions about the future of the Web because we think theres a presentdirection that can be traced into the future. But in fact, the questions we ask arent going to predict thefuture. They will create the future.

Our job now is not to answer questions. It is to listen past the questions based on fear and to hearthe questions of the heart. Why? Because the proper answer to a heartfelt question is a conversation andconversations make the world.

The Web got built by people who chose to build it. The lesson is: dont wait for someone to showyou how. Learn from your spontaneous mistakes, not from safe prescriptions and cautiously analyzedprocedures. Dont try to keep people from going wrong by repeating the mantra of how to get it right.Getting it right isnt enough any more. Theres no invention in it. Theres no voice.


? Markets are therefore coming into a new ascendancy. And increasingly, we valueonly two qualities: 1. the engagement and passion genuine craft. 2. Conversations amongrecognizably human voices.

? Questions were not asked to know the future of Internet. Rather, questions willcreate the future of Internet technolog.

? The Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for InternetBusiness Success

1. relax2. have a sense of humor3. find your voice and use it4. tell the truth5. dont panic6. enjoy yourself7. be brave8. be curious9. play more10. dream always

11. listen up12. rap on

? The proper answer to a heartfelt question is a conversation.

? Learn from your experience.


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Chapter 7: Post Apocalypso


Amazon Link:


Quotation:

We will strive to listen in new waysto the voices ofquite anguish, to voices that speak without words, the voicesof the heart, to the injured voices, and the anxious voices,and the voices that have despaired of being heard.

Richard M. Nixon, first inaugural address, 1969

Although a system may cease to exist in the legal sense orAs a structure of power, its values (or anti-values), itsphilosophy, its teachings remain in us. They rule ourthinking, our conduct, our attitude to others.The situation is demonic paradox: we have toppled the systemBut we still carry its genes.Ryszard Kpuscinski, Polish journalist, 1991


1. To know which question should be asked2. To know the answers on what is CLUETRAIN MANIFESTO means.3. To find clarity regarding the previous topics4. To gain more knowledge about the Web

REVIEW:

Internet is ironic, thats what the new expression and mode that internet gets in this days. Why?Maybe its because it uses strategies for its audience that is mainly opposite to what internet really meansor as to what internet is really means or as to what internet really does. According to this chapterinvisibility and ignorance are powerful weapons I wonder why? I tried to find the connection? But yesthere is really a connection, because ignorance is a power but not a kind of value that we often talk and

glorify. Now if were going to observe, a person or an individual starts to get invisible or starts to feel thatthey just like air who cant see by anyone, is when you start ignoring them, when you start letting themknow and feel that they have no value, that they are not important. And in relation to technology morelikely in relation to internet and business; its true that in the earlier times/days business ignores internet;that time internet is invisible and not visible to the business world. For the reason that during that timebusiness dont even know yet how internet works in the business world.


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Now we can all see and notify that net was really extending and developing. It encouragesinteractive and new communication and conversation between strangers on truly grand scale. It is a newscale that people never experience in other public and business forums in which the reality of physicaldistance limits their reach and binds tem to familiar communities.

I like to point this out There never was any grand plan on the internet, and there isnt one today.The net is just the net. But it has provided on extra ordinarily efficient means of communication to peopleso long ignored, so long invisible, that they are only now figuring out what to do with it Meaning net/internet seems to encourage some people to indulge their pent up range by or through conversations orcommunications. Because through net makes information specially conversation become visible andopen to public and of course to the cloud.

Because online conversation are not the same as face to face conversations or even telephone

conversations, because when people talk online we can observe that there are no body language cuesand vocal intonations to tell the recipient internet your message. If you are experienced with onlinedialogs, you may not realize how important and useful all of this unspoken communication/ conversationare.

I do like the idea of this chapter on how it describes voices specially human voice and alsolife; these two have connections to corporations when youve read this chapter. I like the idea because, Ido agree that corporations voice is not similar to human voices because human voice has its own impact,ha its own power and its more genuine compared to the voice of the corporation. And its true enoughthat life is anti-formulaic and anti-institutional because life it self cannot be institionalized and cannever captured because its true really that life is free.

So now in this generation, I can almost see a world where everyone was constantly learning,where what weve wondered was more interesting that what we knew, where curiosity counted for morethan certain knowledge, where what we can give was more valuable than what we held back, where joywas not a dirty word, where play was not forbidden, where business was to imagine worlds people mightactually want to live a song play, and where a world was created by people, for the people not perishingfrom the earth forever.

A world that this chapter and the whole book want us to imagine


? Net is just a net.

? Life is free.

? Net is good for organizing markets.

? Invisibility and ignorance are powerful weapons.


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W e b 2 .0

B o o k R ev i ew s( C h a p t er s 1-2 0 )


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Chapter 1: Max Mancini: eBay

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones


Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-

Influencers/dp/0470241993/ref=sr_1_1?ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

You blur the lines between a desktop experience and aWeb experience, and thats really where everything is

headed.

Max Mancini


1. To know what does the word heroes mean in this book.2. To define and to know as well what WEB 2.0 is in the first place and be able to know also

what does it really mean.

3. Why and how this exist in from the past and present years.4. What are the new about WEB 2.05. How does it affect the market, technology specially the different business that are in line with

the technology.

Review:

We say that changes was the only constant thing in this world thats why its not hard to

understand and its not hard to believe that that all web continuously changing and so we can say that this

change may either a change for the better or maybe a change for worst. But most of the time we are ware

that changes in our environment especially in technology gives a better result not only to small things but

also to big thing in our society especially in the field of different business in the market. This change also

was mostly referring to the interaction occurring on the web. And one of the examples of this interaction

would be blogs like Wordpress,Blogging 101, Blogger buzz, etc and also the Pbwikis which we do used

by a lot of people today. There are lots of them which we may say the sources of changes and evolutions.

EBay was one of the companies that are well known successful in their business or in their field.

They have lots of service offered to people like or including ecommerce, and so they make money

through their unique strategies in which bringing buyers and sellers together, and have a charge fees.


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And another thing was their PayPal System which really plays an important roles even in a simple

transactions they have in the in their business.

According to one quote in this chapter that says You cant necessarily rely on individual sites

being where the Internet economy is going.. Which means that as a business you have to be flexible

enough because internet economy was changing and continuously changing thats why EBay was

building and encouraging their people to innovate through experimenting because through experimenting,

they know and they believe that through experimenting this will give them reliable information and ideas

on how people particularly customers, participates in an ecommerce business and how this affects their

business internally and externally.

EBay provides entertainment for users and also letting them discover new things through their

business or through their sites, because what they do want to give people is not only entertainment but

more importantly helping a lot of people in the market to discover a lot things through the web and thoughtheir business.

When it comes to defining Web 2.0, according to this book or this chapter, Web 2.0 as somebody

describes it, is that it was atomization of the Web But the I think the original definition was this Web 2.0,

its creating a lot more openness so you can integrate things that you would have had to build from

scratch before but as to what Ive understand is that Web 2.0 was a platform or a web service that is

capable of distributing information.

And so in relation with EBay since they are centered in transaction systems it results to inherent

monetization monetization based on its definition Monetization is the process of converting or

establishing something into legal tender.; which developer and using things that are distributed thats

why monetization models need to evolve significantly to decrease and to avoid the number of businesswho will go out of the business.

There are some companies who goes out of the business sees to be part of how do things do

evolve. But even though companies have their own ways or strategies to last longer in the business

industry they have to still create and pursue economic value ij their business.

This chapter asked if EBay sees security continuing to be an issue. In EBay its not. Why?

because they built this kind of security model that also build trust and safety pretty significantly on their

business. A transaction through PayPal was one of the examples to show security.

And so in business or as a business or as business you need to go with the flow in the industry or

in the market no matter how and what the future and change will offer because what is important is thatyou might facing things and still letting people to still catch up on the newest or latest on your business.

No matter how you are independent in a huge market. And last thing would be, is that I do agree with the

this chapter says that creating compelling experience for the consumers, then thats really important

which I do believe that people is the primary assets of a business and so creating profitable relationship

to them was a very important factor while you are or if you want to go in business.


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Learnings:

? Our success makes us heroes in the industry.

? Pursue Economic Value.

? People do have different definition of what is Web 2.0 is all about.

? Self publishing has enabled many things to happen frankly; its supporting a lot of the economy,from a page view perspective, in that you can distribute widgets in content, things like that.


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Chapter 2: Alan Meckler: Internet.com




Amazon Link:



Quote:

Going back into the 1990s, I believe that there reallywere Web 2.0 properties; its just that nobody knew to

call them that. In fact, they were mocked.

Alan Meckler


1. To know what is Internet.com

2. Learn more about Internet.com3. To know the connection between Internet.com and Web 2.04. How Web 2.0 affect Internet.com5. To know how Internet.com perform in the business industry as well as in the market.

Review:

EBay and Internet.com have different definition as to what Web 2.0 is all about maybe because

theyre point of vie and experienced with Web 2.0 and using it was totally different from one another. The

effect of Web 2.0 to their business was also different.

If were going to observe and if were going to analyze, that if you plan to engaged or go into

business and you want that your business was in line with technology for example, you will noticed that,and youll know that internet would have a great impact today and tomorrow because this was the never

ending and continuously demand of all. And that was Allan Meckler saw when he was starting this site

which was the Internet.com. When at first he just had thought of it terms of how this could be used in

academics settings.

To this chapter what he says serves an eye opener that internet will be long lasting demand of

people because internet would continuously be evolving and developing through out the years. And to

now, its true enough that a lot of different websites and blogs in the cloud was really covering technology


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on the internet and so its better if the companies and business would work on it and continue pursuing

this things in their business in order for them to continuously expand and increase the experience andexposure of their business in the technology through web or through internet.

I do agree that technology nowadays was focused and taking advantage to those hardware and

software to turn into a very unique, very high quality of hardware and software as compared to those

hardware and software late years as compared to other products of the business. Because companies or

business todays do want to have products that are in demand and has high competitive advantage to

other products and services of other businesses.

I do also believe and I would still believe to what this chapter states that community is very

valuable because thats the reason why business like Internet.com and EBay gives value to community

because this would give and create great impact in getting the interest of different buyers in the market for

them to be able to invest, patronized and get known their product as well.

Now if were going to go back and recall what was really advertising is all aboutmaybe we can

say that this was the process or activities in a specific business of companies to published and endorsed

their products to people and to market. But if your going to compare advertising yesterday from today we

can say that it was totally different in away that advertising today was reached high level of development

and also in way that today it was more technical because of the different devices, gadget or for short

because of the technology.

Though their main goal is to deliver and focused on advertising to the vertical interest of people, I

dont believe that that advertising by itself is enough of a driver because there are strategies that need to

do and consider.

It think and lot of people thinking and believing for sure to the idea or to the predictions that

internet was the only thing in this world that would not be pass because its purpose, its used and its

value to a lot of people worldwide should continuously revolutionized. And also because it gives people,

businesses, markets benefits and more benefits that would make their life easier and more convenient.

This was also the reason why Internet.com still believe that if theres still internet that continuously

expanding then there would still be a great impact and effect that would give to their businesses,

assuming that its for good or for the better as well.

Learnings:

? Web sites must not only give people full entertainment but also it should allow users to explore

and discover new things through the sites.

? Internet will continuously revolutionize for the next years and the years after.

? Its nice to see things in the future that whatever service dealing with computers or technology willtalk to you and find of information to you.

? Web sites or blogs truly covers technology on the internet.


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Chapter 3: Eric Engleman: Bloglines




Amazon Link:



Quote:

Web 2.0 brought the learning curve down to a really lowlevel so you didnt need to be a computer engineer to be

able to run your own blog site.

--Eric Engleman, general manager, Bloglines


1. To learn what is Bloglines is all about.2. To learn how Bloglines work and exist in the cloud.3. To learn what are the relationship.4. Learn what their purposes on why they built their site are.

5. To learn how Web 2.0 affects Blogline.

Review:

In todays generation or in todays setting there are lots of popular websites that are in line or

related to blog, in which enables the users to blog on their own, to comment on others blog as well as to

subscribe to other sites as well. Blog sites were a technology that allows all people who have this talent

and creativity to write interesting things about something.

I never knew that Bloglines is a brand of Ask.com, and only I was able to know it when I was

reading this chapter. But what I do only knew is that site like Ask.com was one of the reliable, ergonomic,

and useful sites in the cloud because as to what Ive observed, if youre going to search something to this

sites this will give you a lot of related sites and offers you other sites that would also fit and help you give

a lot of flexible and reliable datas and information that you are looking for.

So Bloglines was created because its founder Mark Fletcher saw, amazed and inspired

to a lot of people who writes interesting things on line, because from that time there was a lot of blog sites

existing online. So via RSS content he built his own application.

As stated in the previous sentences in the previous chapters, EBay and Internet.com has different

definition and point of view about Web 2. And so in the case of Bloglines they based their understanding


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about Web 2.0 to the other book which I do read before the Cluetrain Manifesto which states that it was

the earliest conversation leading to Web 2.0 so for Engleman.Its an application as a platform.

Bloglines are data driven in a way that they give value and importance to datas and information

that users was building and creating on their own blogs, meaning they value what people wants

producing and creating, what people wants to their blogs; Because anybody or users can customized

their own web experience nowadays. It was also a platform but not yet. But it was a Web as a platform

according to this chapter.

According to this chapter one of the great things about Web 2.0 is that it lowers the hurdles of

users, which means that it allows the user to explore and discover new things, new relationship and more

importantly new ideas and information in the cloud. And also helps user to make their life efficient,

effective and convenient in a way that using web 2.0 they can accomplish things, task or work without

sweat because its easy and ergonomic. Also they allow all this things even outside the so called siliconvalley

Another great things about Web 2.0 is that the information are public like what other like what

other blog sites like wordpress.com to which on blog rolls you can see work of others because its

accessible and tagged most likely. There was also constant surprise of Bookmarklets in Bloglines.

it is a matter of really talking to the customer base Meaning being or practicing as a business to

be customer driven is the only key for any web company to survive in the industry for the next years and

for the coming years after. Because being customer driven, also means that you are close not only to

your market, to people but also to the opportunity to think of the ideas and strategies on how to deal with

the continuously expanding and increasing demand of people in the market in terms of technology.

Meaning you are close to reality thats why you need to study and understand it very well.

One of the quotes in this chapter says that the users are now in control, whereas in the past they

were not in control because they know already how to take control or their user experience which I think

is good enough. And yes I do agree that a lot of things, datas and information would be generated today

tomorrow and more over the future. And we must or we have to understand all of those in order for us to

not only be updated to new one in the technology but more importantly to catch up as to what future has

to offer.

8/14/2019 Reychele Bu