Web 2.0

Web 1.0 was CommerceWeb 2 0 is PeopleWeb 2.0 is People

- Ross Mayfield

Web 2.0 seems to be like Pink Floydeb 0 see s to be e oydlyrics: It can mean different things todifferent people depending upon thedifferent people, depending upon theyour state of mind.

- Kevin Maney

Web 2.0

Three essential components to Web 2.0

• Delivering a richer desktop-like user experience (Ajax).

• Exposing functionality as easily consumable services (web services).

• Leveraging the user-base to create, enhance, and categorize information.

What does all this mean

The strengthening of the user’s role offers a lot of possibilities that arechanging not only internet, but also our society.changing not only internet, but also our society.

Here are three examples:

• Systems to promote news in a social waySystems to promote news in a social way• Defeating information asymmetry• Updating the scientific journals

Promote News in a social way

Digg, a user driven social content website (with no editorial board, reportersor opinion leaders)or opinion leaders)

After you submit news, other d b i i dusers read your submission and

vote what they likebest.

If t k d iIf your story rocks and receives enough votes, it is promoted to the front page for themillions of visitors to see.

Defeat info asymmetry

The vertical and unidirectional flow of information between sellers and consumers has been changed to a more democratic situation.consumers has been changed to a more democratic situation.

• Companies talk about their incredible products (ads, catalogues etc)With i t t i i f l• With internet, consumers voice is powerful

10 years ago, a consumer’s bad experience was propagated to 10 – 50 people. Now, itcan be propagated through internet to thousands or millions.

Defeat info asymmetry – Kryptonite unbreakable locks

• A consumer states that Kryptonite high security locks for bicycles could be yp g y yopened with a ball pen, and he demonstrates it by sharing a video.

• This information was propagated through internet very fast and two days later it appears in traditional mediait appears in traditional media.

• At the beginning the company denied the facts

• Finally, they announced that they were going to change all the locks.

Web 2.0 Scientific Journals

“ We’ll peer review your work and publish it online as soon as possible so that it p y p pcan start a conversation within the community that will enhance scientific progress”. (Plos one)

• They put you in control by giving you the online tools to get your paper into good shape• They put you in control by giving you the online tools to get your paper into good shape for publication.

• Once submitted, their editorial board makes an objective and quick decision about its technical qualitytechnical quality.

• Once accepted, your paper will be published online within a few days.

• Once your paper is live online community peer reviews beginOnce your paper is live online, community peer reviews begin.

Innovations associated with Web 2.0

Web based applications and desktopsWeb based applications and desktops

• The richer user-experience afforded by Ajax has prompted the development of websites that mimic personal computer applications, such as word processing, the spreadsheet and slide-show presentationthe spreadsheet, and slide-show presentation

Rich Internet Applications

Th t h l i ll b t t d t f t f it• These technologies allow a web-page to request an update for some part of its content, and to alter that part in the browser, without needing to refresh the whole page at the same time.

XML and RSSXML and RSS

• Protocols which permit syndication include RSS (Really Simple Syndication —also known as "web syndication"), RDF (as in RSS 1.1), and Atom, all of them XML based formatsXML-based formats.

• Observers have started to refer to these technologies as "Web feed" as the usability of Web 2.0 evolves and the more user-friendly Feeds icon supplants the RSS icon.

Web APIs

Benefits of Web 2.0

Recruitment

• Due to the cutting-edge underlying technologies and usability-focused interfaces (the ‘cool’ factor)

• Organizations adopting Web 2.0 tend to attract sophisticated, high-caliber technical candidatestechnical candidates.

Reduced cost

• Not only are Web 2.0 offerings low-cost, but the same techniques can also be y g , qapplied to existing (non-Web 2.0) products and services, lowering costs.

• For example, wikis can enable your users to build documentation and knowledge base systems, with relatively little investment from yourself.

Loyalty• The open, participatory Web 2.0 environment encourages user contribution,

enhancing customer loyalty and lifespan.

Marketing/PR• By taking advantage of the aforementioned benefits, marketing and PR teams

can implement low-cost, wide-coverage, viral strategies.

Search Engine Optimization (SEO)• Web 2.0 delivery mechanisms - such as Blogs and RSS - significantly enhance

search engine exposure through their distributed nature

Web 3.0

• This term that has been coined to describe the Semantic Web

• It promises to “organize the world’s information”

• Can reason about information and make new conclusionsCan reason about information and make new conclusions

Thank You