Web 2.0 & Google

Network Computing Laboratory

Web 2.0 & GoogleWeb 2.0 & Google

November 3, 2005Jaesun Han ([email protected])

NCLAB, Dept. of EECS, KAIST

Korea Advanced Institute of Science and Technology

Network Computing Laboratory | 2

ContentsContents

Web 2.0What is Web 2.0?Seven Principles of Web 2.0

GoogleThe Past and Current of GoogleTwo Axes of Google Tech

GoogleplexVirtual Application

Google and Competitors



Web 2.0 Meme MapWeb 2.0 Meme Map



Seven Principles of Web 2.0Seven Principles of Web 2.0

1. The Web as Platform

2. Harnessing Collective Intelligence

3. Data is the Next Intel Inside

4. End of the Software Release Cycle

5. Lightweight Programming Models

6. Software Above the Level of a Single Device

7. Rich User Experiences



1. The Web as Platform1. The Web as Platform

Netscape vs. GoogleSoftware licensing and control over APIs vs. control over dataThe value of the software is proportional to the scale and dynamism of the data it helps to manage.

DoubleClick vs. Google AdSenseThe long tail : the collective power of the small sites make up the bulk of the web’s content.Leverage customer-self service and algorithmic data management to reach out the entire web, to the edges and not just the center, to the long tail and not just the head.

Akamai vs. BitTorrentThe service automatically gets better, the more people use it.



2. Harnessing Collective 2. Harnessing Collective IntelligenceIntelligence

The Architecture of ParticipationUsers add valueIt is an inclusive function to aggregate user data and build value as a side-effect of ordinary use of the applicationNetwork effects from user contributions are the key to market dominance in the Web 2.0 era

Blogging and the Wisdom of CrowdsRSS, Trackback, Web Syndication, New Aggregator

Examples



3. Data is the Next Intel Inside3. Data is the Next Intel InsideData is indeed the Intel Inside of famous services

Google’s web crwal, Yahoo!’s directory, Amazon’s DB of products, MapQuest’s map DB, Napster’s distributed song DB …Extending original data for real competency

Initial Map DBs (MapQuest, NavTeq) just own their original dataAmazon enhances original book DB from ISBN registry

In the Future,Battles between data suppliers and application vendorsThe race is on to own certain classes of core data

Location, identity (PayPal, Amazon’s 1-click, Sxip), calendaring of public events (EVDB), product identifiers and namespaces

User concerns about privacy, and owner’s rights to dataThe rise of proprietary DB will result in a Free Data movement

Wikipedia, the Creative Commons



4. End of the Software Release 4. End of the Software Release CycleCycle

Perpetual BetaLike open source dictum, “release early, release often”Gmail, Google Maps, Flickr, del.icio.us etc a “Beta” logo for yearsReal time monitoring of user behaviorMicrosoft’s business model depends on everyone upgrading their computing environment every two to three years, while Goolge’s depends on everyone exploring what’s new in their computing environment every day

Operations must become a core competencyThe software will cease to perform unless it is maintained on a daily basisGoogle’s system admin, networking, and load balancing are even more closely guarded secrets than their search algorithmsScripting languages such as Perl, Python, PHP, and now Ruby, play such a large role at web 2.0 companies



5. Lightweight Programming 5. Lightweight Programming ModelsModels

Simple pragmatism is substituted for ideal designAmazon’s web services

REST (XML data over HTTP) (95% usage) > SOAP web services

Mapping-related web servicesGoogle Maps (AJAX interface) > MapQuest, MS MapPoint, ESRI

Innovation in AssemblyReuse existing services and data for creating valueHousingmaps.com (Interactive housing search) = Google Maps + Craigslist

Several significant lessonsSupport lightweight programming models that allow for loosely coupled systemsThink syndication, not coordination

e.g., RSS and REST-based web services

Design for “hackability” and remixabilitye.g., browser’s “View Source”, RSS, AJAX“some rights reserved”



6. Software Above the Level of a Single 6. Software Above the Level of a Single DeviceDevice

Web 2.0 is no longer limited to the PC platformiTunes

Seamlessly reach from the handheld device to a massive web back-end, with the PC acting as a local cache and control stationiTunes and TiVo also show the other core principles of Web 2.0

Data management is the heart of their offeringThey are services, not packaged applicationsThey show some budding use of collective intelligence

In the Future, we willSee many new services spanning multiple heterogeneous devices

Real time traffic monitoring with cars’ reporting dataFlash mobs and citizen journalism with phones’ reporting data



7. Rich User Experiences7. Rich User ExperiencesRich user interfaces with PC-equivalent interactivityAJAX (Asynchronous JavaScript and XML)

The collection of technologiesstandards-based presentation using XHTML and CSS; dynamic display and interaction using the Document Object Model; data interchange and manipulation using XML and XSLT; asynchronous data retrieval using XMLHttpRequest; and JavaScript binding everything together

Gmail, Google Maps, Orkut, Google Suggest, Flickr, Naver Suggest

In the Future, We willSee rich web reimplementations of PC applications

Integrated communications client combining email, IM, VoIP etcWeb 2.0-style address book (armed with social networking)Web 2.0 word processor (with wiki-style collaborative editing)Web 2.0 enterprise apps (like Salesforce.com providing CRM online)

The key is synergetic combination of rich interfaces and shared data



““The Web as Platform” The Web as Platform” RevisitedRevisited

The meaning of “Platform”Platform as the base on which services are developed and deployedPlatform as the playground in which users talk with one anotherPlatform as the point in which various devices are plugged

Platform battlePreviously, the clash is between a platform and an application

Lotus 1-2-3 vs. Excel, WordPerfect vs. Word, Netscape Navigator vs. Internet Explorer

Now, battle between two platformsWindows Platform : massive installed base and tightly integrated operating system and APIs control over programmingWeb 2.0 Platform : a system without an owner, tied together by a set of protocols, open standards and agreements for coorperationCommunication-oriented systems require interoperability

Unless a vendor can control both ends of every interaction, the possibilities of user lock-in via software APIs are limited



http://www.google.com/logos.htmlhttp://www.google.org.cn/all.php



The Past of GoogleThe Past of Google1996 년 ~1997 년 : 세르게이와 래리 , 구글 검색엔진의 시초인 BackRub 만들다 .1998 년 상반기 : 래리의 기숙사는 구글 데이터 센터로 , 세르게이의 기숙사는 사무실로 변신1998 년 하반기 : 가족 , 친구 , 엔젤로부터 투자받아 구글 창립 , 초기 종업원 4 명 , 먼로파크 창고에서 , 원래이름 googol1999 년 상반기 : 하루 50 만건 처리 가능 , 다양한 투자2000 년 상반기 : 하루 1800 만건 처리 가능 , 웹페이지 10 억개 색인함으로써 가장 큰 검색엔진 됨2002 년 상반기 : Google Labs 를 열어 신기술 개발2003 년 상반기 : 신형광고시스템인 AdSense 를 선보여 온라인 광고 시장에 메가톤급 충격파2004 년 하반기 : GOOG 라는 이름으로 나스닥에 $85 로 기업공개 (IPO)



The Current of GoogleThe Current of Google시가 총액 800 억 달러가 넘는 거대기업으로 성장

주가 300 달러 이상2005 년 상반기 총 26 억 4000 만 달러의 매출액 ( 작년 대비 97% 성장 )

99% 가 검색광고 매출 (53% 자사 사이트 , 47% 네트워크 사이트 )

Google facts약 80 억 개의 웹 페이지 , 20 억 개의 이미지 색인2004 년 기준 클러스터당 PC 2000 대 할당 , 모두 30 개의 클러스터 2005 년 색인 숫자가 두 배로 늘었으므로 클러스터 숫자도 두 배 예상

매력적인 구글 소프트웨어 원칙 : Do no evil

다양한 API 지원 (http://code.google.com/apis.html)AdWords, 블로거 , 데스크탑 검색 , 데스크 바 , Froogle, Gmail, 구글 그룹 , 구글 어스 , 구글 맵 , 뉴스 , 구글 토크 , 구글 비디오 , 웹 검색

강력한 오픈 소스 지원 정책 (http://code.google.com/projects.html)

끊임없는 기술 개발 (http://labs.google.com/)



Two Axes of GoogleTwo Axes of Google

Googleplex

Virtual Applications



GoogleplexGoogleplex

a. Google Linuxb. Distributed & Automate

d Data Centerc. Logical Architectured. Web-centric Architecutu

re

• from 100,000 to 165,000 or more servers• 40 or more pizza box servers per rack

Massively distributed, highly parallelized computing



Google’s Fusion : HW & SW Google’s Fusion : HW & SW InnovationsInnovations



Googleplex PrinciplesGoogleplex PrinciplesCheap Hardware and Smart Software

Use cheap commodity hardware frequent failureDevelop smart software for reducing the cost of failure

Easy ManagementHigh Scalability by automatic discovery of new servers and racksHigh Redundancy for failure of servers, racks, even data centers

Speed and Then More SpeedHigh speed with low cost

(580MB/s read rate at $1,000 vs. 58MB/s at $18,000 IBM EXP)Rapid development and deployment of new products

Use existing technologiesUse techniques from the leading edge of computer scienceUse open source codes as a starting point



Virtual ApplicationVirtual Application

Google Maps

A kernel of software running on the user’s computer

the data and some of the application running on servers

“No network, no application” is the rule

Internet

Googleplex



Benefits of Virtual ApplicationBenefits of Virtual Application

The Benefits of Virtual ApplicationEliminating or reducing the software installation processHaving “live data” in the application from a network sourceUsers no longer have to upgrade softwareAllowing an organization to replace expensive desktop PCs with less expensive, low maintenance terminals

Virtual applications are the FutureMS’ .NET 2.x and higher framework is a proprietary implementation for virtual applicationsIBM’s WebSphere supports virtual applicationsYahoo offers a number of virtual applicationsGoogle is a virtual application company



““Two Axes of Google” RevisitedTwo Axes of Google” Revisited

Googleplex

Virtual Applications



Google and CompetitorsGoogle and Competitors

Yahoo!Yahoo! Has grown through acquisitions

3721.com for Chinese language searchInktomi to provide Web searchStata Labs for Yahoo! Mail searchAllTheWeb.com, Overture, Alta Vista, etc

Balkan-states problemMosaic of operating systems, hardware and softwareHigh management resources to keep the peaceA lack of data cohesiveness limits Yahoo’s ability to know its customers

Neither a technology nor an information company. It is a media company.



Google and CompetitorsGoogle and Competitors

MicrosoftThe cost burden to support legacy applications

Windows 98 and 2000 : more than 50 % of organizational OS

For high performance, MS upgrades hardware instead of recoding the operating system itself

But there isWindows Live



The Future of GoogleThe Future of GoogleWhy Google may fail?

증가하고 있는 소송들 (MS, Click Defense, Affinity Engine)검색광고에 편중된 수익모델 (99% 담당 )회사규모의 증가와 경쟁자들의 견제

구글의 미래를 향한 행보8 월 18 일 전체 주식의 4.8% 를 매각 , 40 억 달러의 현금 확보광고시장에서의 경쟁력 강화

다양한 광고 상품 옵션 개발블로그의 RSS 피드에 구글 광고 추가하는 기술 개발

미디어 전달을 위한 Infrastructure 에 대한 투자 ( 구글 넷 계획 )구글 비디오 서비스 등과 결합해서 컨텐츠 제공

인스턴트 메신저 서비스와 인터넷 전화 사업에 진출공상 : 데스크탑 부문에 진출 가능성 ? ( 구글 데스크탑 OS?)



ReferencesReferences

Tim O’Reilly “What is Web 2.0”Stephen E. Arnold “The Google Legacy” 마이크로소프트웨어 2005 년 10 월호 “ All About Google”태우’ s log – web 2.0 and beyondChanny’s Web 2.0 BlogWeb 2.0 Conference



Google SIG (Special Interest Google SIG (Special Interest Group)Group)

Goals : Web 2.0 에 대해 Google 을 중심으로 조사 , 분석하여 그 성격을 파악하고 향후 진화방향을 예측하기 위한 모임

향후 웹에서 Academia 측면에서나 Business 측면에서 선도적인 위치 확보다양한 관심분야와 전공영역의 사람들에 의한 다면적인 분석과 예측 개인의 전공영역과 접목하여 새로운 아이디어 도출 웹에 관심있는 사람들과의 지속적인 관계 형성을 위한 발판 마련

운영원칙토론과 브레인스토밍이 중심이다 . 수준은 학부생이 이해할 수 있는 정도로 한다 .기술이나 서비스에 대한 지식 습득은 최소한으로 , 실제 사용 중심으로 한다 .단기간 (11 월 두째주부터 4 주간 ) 에 목표를 달성하고 이후 방향은 추후 논의한다 .한주 한번의 공식적 모임과 한번의 비공식모임 ( 식사시간이용 ) 을 원칙으로 한다 .블로그나 위키 등의 Web 2.0 기술을 이용하여 온라인 토론을 최대한 활용한다 .모든 멤버들의 공평한 참여를 유도하며 개인생활에 최대한 지장을 주지 않도록 한다 .

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Web 2.0 & Google