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Web 2.0

The document discusses the key principles of Web 2.0, which include leveraging the long tail through customer self-service and algorithmic data management; treating data as a valuable asset; enabling users to add value; utilizing network effects by default through inclusive data aggregation; maintaining low barriers to adoption through open standards and permissive licensing; engaging users as ongoing testers through a perpetual beta model; treating software development as an ongoing service rather than discrete releases; designing applications that span devices and integrate services; and offering web services interfaces to cooperate rather than control. The document provides examples like Amazon, Google, and iTunes to illustrate these principles in practice.

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ESHAAN KULSHRESHTHA

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0% found this document useful (0 votes)

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Web 2.0

Uploaded by

ESHAAN KULSHRESHTHA

Available Formats

Download as PDF, TXT or read online on Scribd

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Web 2.

0
Web as a platform
Web 2.0
The Do’s of Web 2.0
1). Long tail

• Netscape VS Google. value of the s/w = (scale of data ,

dynamism of data )
it helps to manage

• Doubleclick VS Google Participation, free s/w,

Adsense consumer VS Advtisers

• Akamai VS Bittorrent
Service gets better as more people use it
Anatomy of a long tail
Scarcity

Abundance
1). Long tail

• Small sites make up the bulk of the internet's

content;
• narrow niches make up the bulk of internet's the
possible applications.

• Therefore:
• 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.
2). Data is the Next Intel Inside

• Applications are increasingly data-driven.

• Therefore:
• For competitive advantage, seek to own a
unique, hard-to-recreate source of data.
BI and Analytics
Data is the next intel inside
• Amazon + Barnesandnoble.com : its original database
came from ISBN registry provider R.R. Bowker.

• Amazon added data:

• cover images,
• table of contents,
• index,
• sample material.

• Harnessed their users to annotate the data.

• After 10 years, Amazon, not Bowker, is the primary
source for bibliographic data on books, a reference
source for scholars and librarians as well as consumers.

• Amazon also introduced their own proprietary identifier,

the ASIN, which corresponds to the ISBN

• Amazon "embraced and extended" their data

3). Users Add Value

• The key to competitive advantage in

internet applications is the extent to
which users add their own data to
that which you provide.

• Therefore:
• Don't restrict your "architecture of
participation" to software
development.
• Involve your users both implicitly and
explicitly in adding value to your
application.
4).Network Effects by Default

• Only a small percentage of users will go

to the trouble of adding value to your
application.

• Therefore:
• Set inclusive defaults for aggregating
user data as a side-effect of their use
of the application.
5). Some Rights Reserved
• Intellectual property protection
limits re-use and prevents
experimentation.

• Therefore:

• When benefits come from collective

adoption, not private restriction,
make sure that barriers to
adoption are low.

• Follow existing standards, and use

licenses with as few restrictions as
possible.

• Design for "remixability."

6). The Perpetual Beta
• When devices and programs are connected to the
internet, applications are no longer software
artifacts, they are ongoing services.

• Therefore:

1. Don't package up new features into monolithic

releases,

2. instead add them on a regular basis as part of

the normal user experience.

3. Engage your users as real-time testers,

4. instrument the service so that you know how
people use the new features.
Users must be treated as co-developers

• The open source dictum, "release early and release

often"

• "the perpetual beta" in which the product is

developed in the open,

• with new features slipstreamed in on a monthly,

weekly, or even daily basis.

• Gmail, Google Maps, Flickr, del.icio.us, may be

expected to bear a "Beta" logo for years at a
time.
Monitoring

• Real time monitoring of user behavior

to see just which new features are
used, and how they are used, thus
becomes another required core
competency.

• A web developer at a major online

service remarked:

• "We put up 2 or 3 new features on

some part of the site every day, and if
users don't adopt them, we take them
down. If they like them, we roll them
out to the entire site”
Operations must become a core competency.
• Google's or Yahoo!'s expertise in product development must be
matched by an expertise in daily operations.
• software will cease to perform unless it is maintained on a daily
basis.

• Google continuously:
– crawl the web and update its indices,
– filter out link spam
– respond to hundreds of millions of asynchronous user queries,
– matching them with context-appropriate advertisements.

• Google's more closely guarded secrets than their search algorithms

are
• system administration,
• networking,
• load balancing techniques

• Google's success at automating these processes is a key part of

their cost advantage over competitors
7). Cooperate, Don't Control

• Web 2.0 applications are

built of a network of
cooperating data services.

• Therefore:

• Offer web services

interfaces
• content syndication,
• re-use the data services of
others.

• Support lightweight
programming models that
allow for loosely-coupled
systems.
8). Software Above the Level of a Single
Device
• The PC is no longer the only access device for
internet applications,
• applications that are limited to a single device
are less valuable than those that are connected.

• Therefore:
• Design your application from the get-go to
integrate services across
– handheld devices,
– PCs, and
– internet servers.
Example

• iTunes
• This application seamlessly reaches from:
• the handheld device
• to a web back-end,
• with the PC acting as a local cache and control station.