Web 2 0 and Beyond Minder Chen Ph

Web 2. 0 and Beyond Minder Chen, Ph. D. Martin V. Smith School of Business and Economics CSU Channel Islands Minder. Chen@CSUCI. EDU ©Minder Chen, 2014 Web 2. 0 - 1

Web 2. 0 Definition? ! Web 2. 0 is the network as platform (Cloud computing), spanning all connected devices (The computing Internet of Things); Web 2. 0 applications are those Things that make the most of the intrinsic advantages of that platform: delivering software as a continuallyupdated service (perpetual beta) that gets better the beta more people use it (network effects), consuming and effects remixing data from multiple sources (mashup), mashup including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation, " and going beyond the page metaphor of Web 1. 0 to deliver rich user experiences (using AJAX etc. ). http: //radar. oreilly. com/archives/2005/10/web_20_compact_definition. html ©Minder Chen, 2014 Web 2. 0 - 2

Perpetual Beta • Web vs. client/server applications • Deployment – Single site • User training – No chance ©Minder Chen, 2014 Web 2. 0 - 3

Bit. Torrent • • Peer-to-peer IP/copyright issues http: //vimeo. com/15228767 ©Minder Chen, 2014 Web 2. 0 - 4

Mashup: GIS Mapping and Data • remixing data from multiple sources ©Minder Chen, 2014 Web 2. 0 - 5 http: //maps. google. com/maps/ms? hl=en&ie=UTF 8&msa=0&msid=106212521568035882004. 00045 bb 7819236 c 3696 ea&t=h&ll=33. 885807, -117. 746658&spn=0. 199507, 0. 33989&z=11&source=embed

Enterprise Mashup A mashup is a Web page or application that uses and combines data, presentation or functionality from two or more sources to create new services. The main characteristics of the mashup are combination, visualization, and aggregation. It often makes existing data more useful. ©Minder Chen, 2014 Web 2. 0 - 6

Moving from Web 1. 0 to Web 2. 0 (CPM) Source: http: //oreilly. com/web 2/excerpts/web 2 -architectures/chapter-3. html ©Minder Chen, 2014 Web 2. 0 - 7

Photo Tagging • • • http: //www. cnn. com/2010/TECH/social. media/10/25/glasto. tag. world. record/index. html? hpt=C 2 http: //glastonbury. orange. co. uk/glastotag/ http: //www. facebook. com/photo. php? fbid=452346728475&set=a. 452346678475. 250852. 65971847 5&ref=fbx_album ©Minder Chen, 2014 Web 2. 0 - 8

You. Tube: Folksonomy & Viral Marketing • http: //www. youtube. com/watch? v=Ud. KVj. Hg 1 FSE (My database tutorial) • An example of a viral video by the band OK Go. http: //www. youtube. com/watch? v=qyb. UFn. Y 7 Y ©Minder Chen, 2014 Web 2. 0 - 9

Tagging and Word Cloud • Word clouds at http: //www. wordle. net/ • Created based on part of Web 2. 0 entry in Wikipedia. Words such as Web, user, may were removed manually. ©Minder Chen, 2014 Web 2. 0 - 10

©Minder Chen, 2014 http: //www. oreillynet. com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20. html Web 2. 0 - 11

Principles • Harnessing Collective Intelligence – Data is the next Intel inside. (Nav. Teq Onboard – Map data used by Map. Quest) – The wisdom of crowds (crowd sourcing). • Services, not packaged software, with costeffective scalability (cloud computing). • Control over unique, hard-to-recreate data sources that get richer as more people use them. • Software above the level of a single device. • Lightweight user interfaces, development models, and business models. (Web-based, Mobile Apps) • Leveraging the long tail through customer selfservice. ©Minder Chen, 2014 Web 2. 0 - 12

Crowdsourcing Open Source Software For Rent Share economy (link, examples) Crowd funding: Kickstarter Wisdom of the Crowd: Gold. Corp, Pick. Factor. com http: //usercontribution. intuit. com/w/page/18238302/The%20 Contribution%20 Revolution%20 linked%20 version ©Minder Chen, 2014 Web 2. 0 - 13

Principles • The web as platform. – Leverage customer-self service and algorithmic data management to reach out to the entire web, to the edges and not just the center, to the long tail and not just the head. – The service automatically gets better the more people use it. (e. g. , Bit. Torrent) - Peer-to-peer – Network effects (network externality) from user contributions are the key to market dominance in the Web 2. 0 era. – Decentralized architecture. – The wisdom of the crowd. – We, the media. (You! Time the man of the year 2006). Trusting users as co-developers. ©Minder Chen, 2014 Web 2. 0 - 14

Reductionist view of Web 2. 0 • Read and write • Writing by everyone http: //oreilly. com/pub/a/web 2/excerpts/web 2 -architectures/chapter-3. html? page=3 ©Minder Chen, 2014 Web 2. 0 - 15

Blogsphere Ecosystem Source: https: //www. facebook. com/photo. php? fbid=10151501720801234&set=a. 387102226233. 167817. 18797601233&type=1&theater ©Minder Chen, 2014 Web 2. 0 - 16

Social Technographics Ladder http: //blogs. forrester. com/category/social_technographics ©Minder Chen, 2014 Web 2. 0 - 17

Pinterest. com ©Minder Chen, 2014 Foursquare Spotify Web 2. 0 - 18

Social Network Marketing/ ©Minder Chen, 2014 Web 2. 0 - 19

Evolution of Web 1. 0 to 2. 0 Media Contributor Video Everyone You. Tube Purpose Wikipedia Collaborate My S Fac pace ebo ok Sound Participate/ Connect Customer Podcast RSS Tagging Photo Distribute/ Share Employee Flickr g Blo ©Minder Chen, 2014 Web API/ Web services XML: Microformat Web Apps. : Dynamic Web Site g Blo Text Content/App. Developer Create/ Publish HTML: Contents (Static Sites) Web 2. 0 - 20

• Backup Slides ©Minder Chen, 2014 Web 2. 0 - 21

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Building Blocks for Web 2. X Social Layer My. Space Face. Book Twitter Wikipedia Blog Rich Internet Applications Ad. Sense User interface Layer AJAX Business Process Layer Information Layer Zillow Widget Enterprise agility SOE Saa. S RSS Mash. Up Wiki Technology Layer ©Minder Chen, 2014 Business Layer Web services XML BPEL & BPMS Technical SOA Web 2. 0 - 23

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©Minder Chen, 2014 http: //www. rossdawsonblog. com/Web 2_Framework. pdf Web 2. 0 - 25

http: //rossdawsonblog. com/weblog/archives/2007/05/launching_the_w. html ©Minder Chen, 2014 Web 2. 0 - 26

©Minder Chen, 2014 http: //hinchcliffe. org/img/web 2 architectureofparticipation. png Web 2. 0 - 27

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©Minder Chen, 2014 Source: http: //blogs. zdnet. com/Hinchcliffe/? p=71 Web 2. 0 - 29

• dsdfsd ©Minder Chen, 2014 Conversation Prism Web 2. 0 - 30

Reach and Richness • The concept of the reach and richness originated from reach and range of the infrastructure services, first proposed by Peter Keen. • Weill & Broadbent defined “reach” as the capability of connecting to anyone, anywhere, while “range” refers to business activities which can be accomplished and shared automatically and seamlessly across every level of the reach. • Extended into the digitized market network Evans & Wurster, define “reach” as the number of people connected and “richness” as quality of information processed. ©Minder Chen, 2014 Web 2. 0 - 31

Richness (Depth) and Reach (Broad) Source: Strategy and the New Economics of Information by Philip B. Evans and Thomas S. Wurster, HBR, September 1997. ©Minder Chen, 2014 Web 2. 0 - 32

Collaboration Rules Source: Philip Evans, Bob Wolf, “Collaboration Rules, ” Harvard Business Review, Jul 01, 2005 ©Minder Chen, 2014 Web 2. 0 - 33

The man, or rather machine of the year is the computer in the Time

Dec. 25, 2006 http: //www. time. com/time/magazine/article/0, 9171, 1569514, 00. html http: //www. time. com/time/covers/0, 16641, 20061225, 00. html ©Minder Chen, 2014 Web 2. 0 - 35

Dec. 25, 2006 We! http: //www. time. com/time/magazine/article/0, 9171, 1569514, 00. html http: //www. time. com/time/covers/0, 16641, 20061225, 00. html ©Minder Chen, 2014 Web 2. 0 - 36

Long Tail http: //en. wikipedia. org/wiki/Long_Tail ©Minder Chen, 2014 Web 2. 0 - 39

Pure Players vs. Physical Retailers http: //www. wired. com/wired/images. html? issue=12. 10&topic=tail&img=1 http: //www. wired. com/wired/archive/12. 10/tail_pr. html ©Minder Chen, 2014 Web 2. 0 - 40

Product Variety Comparison for Internet and Brick-and-Mortar Channels The unlimited “shelf space” of the Internet. Free: The Future of a Radical Price, Chris Anderson Product Category Large Online Retailer Typical Large Brick-and-Mortar Store Books CDs 3, 000 250, 000 40, 000 – 100, 000 5, 000 – 15, 000 DVDs 18, 000 500 – 3, 000 Digital Cameras 213 36 Portable MP 3 players 128 16 Flatbed Scanners 171 13 http: //www. heinz. cmu. edu/~mds/smr. pdf ©Minder Chen, 2014 Web 2. 0 - 41

Songs available at Rhapsody ©Minder Chen, 2014 Product not available in offline retail stores

Changing “Demand Curve” • The total volume of low popularity items exceeds the volume of high popularity items. • Why? Search Cost, Carrying Cost, Niche ©Minder Chen, 2014 Web 2. 0 - 43

Shifting Demand down the Long Tail • Netflix data shows shifting demand down the Long Tail ©Minder Chen, 2014 Web 2. 0 - 44

Online Resources • • • http: //www. longtail. com/the_long_tail/ http: //en. wikipedia. org/wiki/The_Long_Tail Why $o. oois the future of business [PDF] FREE: The Future of Radical Price Creative Common: Sci-Fi's Cory Doctorow Separates Self-Publishing Fact From Fiction (Pod. Cast) ©Minder Chen, 2014 Web 2. 0 - 45