Web 2.0 © 2015 the University of Greenwich 1 Web 2.0 (web two dot oh) Dr Kevin McManus mk05/web/web2

© 2015 the University of Greenwich 1

Web 2.0

Web 2.0(web two dot oh)

Dr Kevin McManushttp://staffweb.cms.gre.ac.uk/~mk05/web/web2/


Web 2.0

Web 2.0

• Motivation• provide an overview of the memeset that has emerged in

what is now commonly called Web two-dot-oh

• Objectives• to become aware of the main principles of Web 2.0• become fluent in the vocabulary of Web 2.0• appreciate the relevance and direction of Web 2.0


Web 2.0

Web 1.0

• Web pages as information sources• information is largely static

• WORM• changing content meant reworking by the website

administrators

• Stateful transaction based eBusiness• shopping trolleys• eBay


Web 2.0

Evolution of the Web

Generation 2Web Applications

HTML

Generation 1Static HTML

HTML

HTML, XML

Generation 3Web Services

XML


Web 2.0

Bursting the Bubble• After a brief history of being used almost

exclusively by geeks the world suddenly discovered dot-com in 1998

• The resulting dot-com bubble peaked in early 2000 and burst towards the end of 2001

• By August 2002 the bubble had deflated

• In mid 2003 dot-com began it's recovery and moved into Web 2.0


Web 2.0

I have only just mastered Web 1.0 Now there’s a new version?

• The expression "Web 2.0" arrived with the first Web 2.0 conference• San Francisco October 2004• before J. J. Garrett published his AJAX paper (Feb 05)• before Web 2.0 actually arrived

• Tim O'Reilly is widely credited with coining the term Web 2.0• Web 2.0 was not invented

• it evolved

Garrett, J. J. (2005) Ajax: A New Approach to Web Applications. Available at: http://www.adaptivepath.com/ideas/ajax-new-approach-web-applications/ (Accessed: 7th March 2015).


Web 2.0

Web 2.0 is not

• A new version of the Internet• A new version of the Web• A new release of software• A new technology• A new way of Web surfing


Web 2.0

Web 2.0 is• A way of approaching the creation of Web

applications

• An emphasis on user generated content, sharing, collaboration and mashups

• Enabling creativity in online business

• Embedding the Web into 21st century life


Web 2.0

Evolution of the Web

Generation 4Web 2.0

XML

HTML, XML

asynchronous partial page

updates

service oriented architectures

user generated content


Web 2.0

The Seven Principles of Web 2.0• Tim O’Reilly gave seven principles that

contribute to Web 2.01. The Web As Platform2. Harnessing Collective Intelligence3. Data is the next 'Intel Inside'4. End of the Software Release Cycle5. Lightweight Programming Models6. Software above the level of a single device7. Rich user experiences

O'Reilly, T. (2005) What Is Web 2.0? Available at: http://www.oreilly.com/pub/a/web2/archive/what-is-web-20.html (Accessed: 7th March 2015).

a decade later he may suggest a different set of principles


Web 2.0

The Web As Platform• Web 2.0 doesn't have a hard boundary

• but rather, a gravitational core• You can visualize Web 2.0 as a set of principles

and practices• A software paradigm• A collection of memes

“A Platform Beats an Application Every Time” O’Reilly


Web 2.0

Mind Map - Web 2.0 Memes

Angermeier, M. (2005) The huge cloud lens bubble map web2.0 Available at: http://kosmar.de/archives/2005/11/11/the-huge-cloud-lens-bubble-map-web20/ (Accessed: 7th March 2015).


Web 2.0

Harnessing Collective Intelligence• The wisdom of crowds

• linking turns documents into a web• linking harnessed by Google to rate pages

• a substantially democratic process

• page ranking, user reviews, linked sales• tagging and folksonomy

• creating and translating tags (meta data) to annotate and categorise content

• User generated content• blogs instead of home pages• wikis instead of encyclopedias

• radical trust

"large groups of people are smarter than an elite few" Surowiecki, J. (2005) The Wisdom of Crowds: Why the Many Are Smarter Than the Few. Abacus


Web 2.0

Data is the Next 'Intel Inside'• It’s all about the data

• this is the information revolution• Data is the path to revenue

• a resource worth mining• The network is the computer

• ubiquitous access to data• Who owns the data?

• creative commons licensing your work


Web 2.0

End of the Software Release Cycle• Software as a service

• not as a product or artifact• Operations must become a core competency

• software will cease to perform unless it is maintained on a daily basis

• perpetual beta• Users treated as co-developers

• not unlike open source


Web 2.0

Lightweight Programming Models• Large companies proposed complex distributed system

communication stacks • designed to create high reliability programming environments

• But the web succeeded because of it’s simplicity• REST (POX, POJ) has many advantages over SOAP

• cf. Amazon Web Services• Innovation emerges from assembly

• mashups• Lessons learned:

• support lightweight programming models that allow for loosely coupled systems.

• think syndication, not coordination• design for “hackability” and “remixability”


Web 2.0

Software Above the Level of a Single Device

• Not all Web clients are personal computers• certainly not all running on M$ windoze

• tablets out-sell PCs and laptops• smart TV

• iPod + iTunes heralded change• podcasting entered the vocabulary

• Highly distributed services• napster, BitTorrent, TiVo, etc.

• New applications will emerge when our phones and our cars are not simply consuming data but reporting it• real time traffic monitoring, flash mobs, and citizen journalism are

early warning signs


Web 2.0

Rich User Experiences• Following Java applets (1995) Macromedia led development

of ‘Rich Internet Applications’• with asynchronous partial page updates

• Asynchronous partial page updates now commonplace using both native and proprietary browser technologies• AJAX, RSS, RDF• Flash, Flex, Silverlight, AIR – now fading into HTML5

• Google led the field with Gmail and Google Maps• mashable web based applications with rich user interfaces and PC-

equivalent interactivity• and more...


Web 2.0

Web 1.0 Web 2.0

DoubleClick ↔ Google AdSense

Ofoto ↔ Flickr

Akamai ↔ BitTorrent

mp3.com ↔ Napster, Last.fm

Britannica Online, Encarta ↔ Wikipedia

content management systems ↔ wikis

personal websites ↔ blogging, Facebook

domain name speculation ↔ search engine optimization

screen scraping ↔ web services

directories (taxonomy) ↔ tagging (folksonomy)

duplication ↔ syndication

publishing ↔ participation

Web 2.0 by Example

much of this has changed in the last 5 years

… in what way?

Adapted fromO'Reilly, T. (2005) What Is Web 2.0? Available at: http://www.oreilly.com/pub/a/web2/archive/what-is-web-

20.html (Accessed: 7th March 2015).


Web 2.0

Gartner's 2006 Emerging Technologies Hype Cycle Highlights Key Technology Themes


Web 2.0

The Long Tail

The lower distribution and inventory costs of eBusiness allows profit to be made by selling small volumes of many niche items, instead of only selling large volumes of a reduced number of popular items.

Wikipedia

the area under the curve has moved into the long tail


Web 2.0

Web 2.0 Mindset• Encourage input and participation from users

• voting, rating, feedback• No gurus that hand out wisdom

• gurus that harness collective intelligence• Users interact with pages

• not just reading (consuming)• RIAs

• Users collaborate on content• Blogs, Wikis, YouTube, Facebook, Twitter

"Web 2.0 is an attitude, not a technology"Davis, I. (2005) Talis, Web 2.0 and All That" Available at: http://blog.iandavis.com/2005/07/talis-web-2-0-and-all-

that/ (Accessed: 15 May 2006).


Web 2.0

"The Net is a waste of time, and that is exactly what is right about it"attributed to William Gibson


Web 2.0

Debate “The Internet Makes us Dumb(er)”

For Against


Web 2.0

Who is participating in web 2.0?• Huge growth of participatory web sites

• 668% increase in last 2 years (2007)• Now account for 12% of the web!

• Not just for youngsters• Wikipedia:18-34 tend to consume what 35-55+

produce• YouTube: 18-24 less likely to upload than older

users• Participation is viral• Usage patterns continue to emerge

• In 2014, 38 million adults (76%) in Great Britain accessed the Internet every day, 21 million more than in 2006, when directly comparable records began.

• Access to the Internet using a mobile phone more than doubled between 2010 and 2014, from 24% to 58%.

• In 2014, 74% of all adults bought goods or services online, up from 53% in 2008. Clothes (49%) were the most popular online purchase in 2014.

• Of all adults in Great Britain, 67% are aware of Internet storage space services, but the take up of these services to store data is much lower at 35%.

• In Great Britain, 22 million households (84%) had Internet access in 2014, up from 57% in 2006.

• Fixed broadband Internet connections were used by 91% of households.

ONS (2014) Statistical bulletin: Internet Access – Households and Individuals 2014 Available at: http://www.ons.gov.uk/ons/rel/rdit2/internet-access---households-and-individuals/2014/stb-ia-2014.html (Accessed: 7th March 2015).


Web 2.0

Web 2.0 in Education• Pushing the programming community to combine

services

• OpenAcadmic.org - combines parts of Moodle, Drupal, Joomla, Elgg, OpenID and MediaWiki

• Supporting learners, teachers and institutions

• Virtual learning environments• Second Life

• not really Web 2.0


Web 2.0

Web 2.0 is changing the user experience

• Networked applications provide increased context and continuity• applications depend on each other

• Metadata-driven navigation• RIAs are displacing the page metaphor

• powerful, smoother, visually-stable applications• Applications are now increasingly visual

• video and animation is providing a more engaging experience • Line between desktop and online blurring

• netvibes, iGoogle, goowy, eyeOS• line between mobile app and Web application is blurring• users demand more online


Web 2.0

The Lowering Barrier of Entry• The barrier of entry for competing on the web

is approaching zero• Reducing startup costs for web-based

business• Hosting services becoming ridiculously cheap

• it’s not just space you get for your money• bags of tools come with the space

• Intelligence and imagination are the limiting factors


Web 2.0

What Does it Mean for Business?• Web 2.0 is raising the bar of user expectations

• users bring life experiences into the workplace• Better applications are being created at an

increasingly faster rate• to compete, traditional businesses must selectively

embrace the more nimble approaches• Strategy must include…

• leverage the participatory nature• leverage the “free web” without compromising quality,

security, and profit making• fostering a web 2.0 mentality

• can’t beat ’em, join ’em


Web 2.0

Designer Role Change• Writing semantic markup

• transition to XML• errrr… apart from all that HTML5 and JSON

• Providing Web services• thinking SOA

• Remixing content• no re-inventing wheels

• Emergent navigation and relevance• users are in control

• Adding metadata over time• communities building social information

• Task focused user interfaces• enabling users to do what they want


Web 2.0

Problems• Wisdom of crowds or legitimising mob rule?• Protection of intellectual property• Ownership of uploaded material• Accessibility of AJAX• Dion Hinchliffe's 10 problems with Web 2.0

• 2006 but no longer online• See Dion’s blog on teaching material

1. Excessive Hype2. Lack of Simple Definition3. Aging Poster Children4. Needing A Permaconnection5. Ajax as the Official Web 2.0 Experience6. Excessive Attention On The Technology7. Really Bad Adherents. 8. Blogging Instead of Doing9. Not Facing Hard Truths10. Adopting The Lightweight Creation Model

much of this has changed in the last 5 years

… in what way?


Web 2.0

What about the semantic Web?

• Vision of Sir Tim• Machines using the WWW in a similar way to humans

• intelligently• using metadata

• XML technologies with SOA• RDF, OWL, DAML, OIL

• Held back by the difficulty of developing ontologies• Dublin core, FOAF, SIOC, etc.• despite Protégé

• an open source ontology editor and knowledge-base framework


Web 2.0

Web 3.0• Not easy to get a handle on this• To many it is synonymous with Sir Tim's

Semantic Web• Others views include

• permanent/ubiquitous web connection• 3D interfaces• push-pull architecture• persistent queries• hyperbole• the internet of things


Web 2.0

Conclusion• We have looked at the emergence of Web 2.0

• not a new technology• a new way of thinking

• memetic• new ways of using established technologies

• open technologies, little or no vendor lock-in

• User involvement• harnessing collective intelligence• the long tail

• Software as a service• perpetual beta• RIAs• task focused applications


Web 2.0

Any Questions?

Documents

Web 2.0 © 2015 the University of Greenwich 1 Web 2.0 (web two dot oh) Dr Kevin McManus mk05/web/web2