“We’ve Only Just Begun”The Impact of Web 2.0
Web 2.0 Kongress, Hamburg
14th October 2008
John Eckman, PhD
Sr. Director, Optaros Labs
Optaros, inc.
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Agenda
What do I mean by Web 2.0?
Impact of Web 2.0 on • Media• Ecommerce• Consumer Goods• Enterprise Collaboration
What’s next?• The disintegating web• Data portability and the social graph• Location awareness, mobile
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Participation
http://www.flickr.com/photos/dharmabumx/2890282371/
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Rich Experiences
http://www.flickr.com/photos/colodio/179405803/
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Assembly
http://www.flickr.com/photos/sharynmorrow/2669337377
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Impact of Collaborative Production
http://twobits.net/ http://cyber.law.harvard.edu/wealth_of_networks/Main_Page
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Participation, Rich Experiences, and Assembly
Culture
Experience
Architecture
Tightly Integrated,Server-centric
Highly Integratable, Loosely Integrated,
Service-centric, Standards Driven
Web 1.0: First GenerationConstrained by Limitations
Web 2.0: Next Generation InternetEmbraces the Capabilities
Synchronous, Page-centric
Asynchronous, Desktop-quality, Application-centric
“Surfing”, Transacting,Personalized
Collaborative, Community enabling, Sharing, Participating
HTML, Links,Forms,
Page-centric
Monolithic,Layered
Assembled,Composite
SOA,Orchestrated
Open Source
Rich UIElements
Application-Centric
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How does NGI / Web 2.0 impact Media?
http://www.flickr.com/photos/djfoobarmatt/2589188237/
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Now Public
http://www.nowpublic.com/
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CNN iReport
http://www.ireport.com/map
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High School Sports Network
http://highschoolsports.al.com/photos/
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High School Sports Network
http://highschoolsports.al.com/reporter/
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IT World
http://www.itworld.com/
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What about Ecommerce?
http://www.flickr.com/photos/rickharris/2179579524/
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threadless
http://www.threadless.com/
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Shopping needs to be more Social
http://www.flickr.com/photos/roadsidepictures/1561899591/
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Rue La La
http://www.ruelala.com
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A Peek Behind the Curtain: Rue La La
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Consumers prefer friend & family
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Facebook grew 32% over the past 12 months
The 25+ demographic grew ~200%
Social landscape
Retailer communit
y
Focused shopping
community
Generic shopping
community
Generic communit
y
Retailer blogs
Source: iStrategyLabs
Demographic~19% ~30%25+
0-24
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Fans
Easily customize and integrate into a siteFans is simple to integrate, and a merchant can skin the app to reflect its branding and site design
Be super simple to useWith one click a customer can save or share product info
Fans enables a retailer to improve conversion, viral growth, and reach by
“socially enabling” its online store, and taking its store to places where
customers spend their timeTap into existing relationshipsCustomers don’t want to recreate their social graphs
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Fans: Store View
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Fans: Facebook View
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Consumer Goods Companies
http://www.flickr.com/photos/nathanmesser/34298883/
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My Starbucks Idea
http://mystarbucksidea.force.com/
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Dell Community
http://www.dell.com/community/
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Dell on Twitter
http://www.dell.com/content/topics/global.aspx/community/dell_on_twitter?c=us&l=en&s=corp
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Get Satisfaction
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Remember Participation?
http://www.flickr.com/photos/theparadigmshifter/470341923/ http://www.nytimes.com/2008/02/25/
technology/25satisfaction.html
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Enterprise Collaboration
http://www.flickr.com/photos/andydr/119178561/
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User Management, LDAP-Integration, etc.
Agile Lightweight KM & Collaboration
Wiki Blog
RS
S A
gg
reg
atio
n
SocialBookmarking
Consistent User Interface(with Single-Sign-On)L
eg
acy S
yste
m w
ithu
nstru
ctu
red
con
ten
t
WW
W, In
tern
et
Document Management
Fed
era
ted
Searc
h
Flexible and lightweight components and platforms support the creation, structuring and distribution of knowledge, leading to increased efficiency and effectiveness
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Collaborative Publishing
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Example: Internal Social Network
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Optaros Intranet 2.0
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What’s Next?
The Disintegrating Web• Pages become Applications• Discrete functional pieces move across sites• Breaking out of the browser
Data Portability and the Social Graph• “Social networks will become like air”• Lifestreaming, aggregation, syndication• Portable Contacts API, XFN/FOAF, OAuth,
OpenID
Location Awareness, Mobility• Always on, always online devices• Constantly situated in space • Granular privacy controls
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Thanks!
Questions?
To reach me:• [email protected]• Company blogs: http://www.optaros.com/• Personal blog:
http://www.openparenthesis.org/