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  1. 1. Web 2.0 - 1©Minder Chen, 2014 Web 2.0 and Beyond Minder Chen, Ph.D. Martin V. Smith School of Business and Economics CSU Channel Islands Minder.Chen@CSUCI.EDU
  2. 2. Web 2.0 - 2©Minder Chen, 2014 Web 2.0 Definition?! Web 2.0 is the network as platform (CloudCloud computingcomputing), spanning all connected devices ( The Internet of ThingsThe Internet of Things); Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually- updated service (perpetual betaperpetual beta) that gets better the more people use it (network effectsnetwork effects), consuming and remixing data from multiple sources (mashupmashup), 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
  3. 3. Web 2.0 - 3©Minder Chen, 2014 Perpetual Beta • Web vs. client/server applications • Deployment – Single site • User training – No chance
  4. 4. Web 2.0 - 4©Minder Chen, 2014 • Peer-to-peer • IP/copyright issues BitTorrent http://vimeo.com/15228767
  5. 5. Web 2.0 - 5©Minder Chen, 2014 Mashup: GIS Mapping and Data • remixing data from multiple sources http://maps.google.com/maps/ms?hl=en&ie=UTF8&msa=0&msid=106212521568035882004.00045bb7819236c3696ea&t=h&ll=33.885807,-117.746658&spn=0.199507,0.33989&z=11&source=embed
  6. 6. Web 2.0 - 6©Minder Chen, 2014 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.
  7. 7. Web 2.0 - 7©Minder Chen, 2014 Moving from Web 1.0 to Web 2.0 Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html (CPM)
  8. 8. Web 2.0 - 8©Minder Chen, 2014 Photo Tagging • http://www.cnn.com/2010/TECH/social.media/10/25/glasto.tag.world.record/index.html?hpt=C2 • http://glastonbury.orange.co.uk/glastotag/ • http://www.facebook.com/photo.php?fbid=452346728475&set=a.452346678475.250852.659718475&ref=fb
  9. 9. Web 2.0 - 9©Minder Chen, 2014 YouTube: Folksonomy & Viral Marketing • http://www.youtube.com/watch?v=UdKVjHg1FSE (My database tutorial) • An example of a viral video by the band OK Go. http://www.youtube.com/watch?v=qybUFnY7Y
  10. 10. Web 2.0 - 10©Minder Chen, 2014 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.
  11. 11. Web 2.0 - 11©Minder Chen, 2014http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
  12. 12. Web 2.0 - 12©Minder Chen, 2014 Principles • Harnessing Collective Intelligence – Data is the next Intel inside. (NavTeq Onboard – Map data used by MapQuest) – The wisdom of crowds (crowd sourcing). • Services, not packaged software, with cost- effective 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 self- service.
  13. 13. Web 2.0 - 13©Minder Chen, 2014 Crowdsourcing http://usercontribution.intuit.com/w/page/18238302/The%20Contribution%20Revolution%20linked%20version For Rent Share economy (link, examples) Open Source Software Crowd funding: Kickstarter Wisdom of the Crowd: GoldCorp, PickFactor.com
  14. 14. Web 2.0 - 14©Minder Chen, 2014 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., BitTorrent) - 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.
  15. 15. Web 2.0 - 15©Minder Chen, 2014 Reductionist view of Web 2.0 • Read and write • Writing by everyone http://oreilly.com/pub/a/web2/excerpts/web2-architectures/chapter-3.html?page=3
  16. 16. Web 2.0 - 16©Minder Chen, 2014 Blogsphere Ecosystem Source: https://www.facebook.com/photo.php?fbid=10151501720801234&set=a.387102226233.167817.18797601233&type=1&theater
  17. 17. Web 2.0 - 17©Minder Chen, 2014 Social Technographics Ladder http://blogs.forrester.com/category/social_technographics
  18. 18. Web 2.0 - 18©Minder Chen, 2014 Pinterest.com Spotify Foursquare
  19. 19. Web 2.0 - 19©Minder Chen, 2014 Social Network Marketing/
  20. 20. Web 2.0 - 20©Minder Chen, 2014 Evolution of Web 1.0 to 2.0 Text Photo Sound Video Developer Employee Customer Everyone Create/ Publish Distribute/ Share Participate/ Connect Collaborate HTML: Contents (Static Sites) Web API/ Web services Web Apps.: Dynamic Web Site XML: Microformat YouTube Podcast Flickr Blog Wikipedia MySpaceFacebook RSS Tagging Blog Media Contributor Purpose Content/App.
  21. 21. Web 2.0 - 21©Minder Chen, 2014 • Backup Slides
  22. 22. Web 2.0 - 22©Minder Chen, 2014
  23. 23. Web 2.0 - 23©Minder Chen, 2014 Building Blocks for Web 2.X Social Layer Business Layer User interface Layer Information Layer Technology Layer Web services BPEL & BPMS Widget Technica l SOA SaaS Enterprise agility Rich Internet Applications Wiki AJAX XML AdSense MySpace MashUpRSS Zillow FaceBook SOEBusiness Process Layer BlogTwitterWikipedia
  24. 24. Web 2.0 - 24©Minder Chen, 2014
  25. 25. Web 2.0 - 25©Minder Chen, 2014http://www.rossdawsonblog.com/Web2_Framework.pdf
  26. 26. Web 2.0 - 26©Minder Chen, 2014 http://rossdawsonblog.com/weblog/archives/2007/05/launching_the_w.html
  27. 27. Web 2.0 - 27©Minder Chen, 2014http://hinchcliffe.org/img/web2architectureofparticipation.png
  28. 28. Web 2.0 - 28©Minder Chen, 2014
  29. 29. Web 2.0 - 29©Minder Chen, 2014Source: http://blogs.zdnet.com/Hinchcliffe/?p=71
  30. 30. Web 2.0 - 30©Minder Chen, 2014 Conversation Prism • dsdfsd
  31. 31. Web 2.0 - 31©Minder Chen, 2014 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.
  32. 32. Web 2.0 - 32©Minder Chen, 2014 Richness (Depth) and Reach (Broad) Source: Strategy and the New Economics of Information by Philip B. Evans and Thomas S. Wurster, HBR, September 1997.
  33. 33. Web 2.0 - 33©Minder Chen, 2014 Collaboration Rules Source: Philip Evans, Bob Wolf, “Collaboration Rules,” Harvard Business Review, Jul 01, 2005
  34. 34. Web 2.0 - 34©Minder Chen, 2014 The man, or rather machine of the year is the computer in the Time magazine in 1982!
  35. 35. Web 2.0 - 35©Minder Chen, 2014 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
  36. 36. Web 2.0 - 36©Minder Chen, 2014 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 We!
  37. 37. Web 2.0 - 37©Minder Chen, 2014
  38. 38. Web 2.0 - 38©Minder Chen, 2014
  39. 39. Web 2.0 - 39©Minder Chen, 2014 Long Tail http://en.wikipedia.org/wiki/Long_Tail
  40. 40. Web 2.0 - 40©Minder Chen, 2014 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
  41. 41. Web 2.0 - 41©Minder Chen, 2014 Product Variety Comparison for Internet and Brick-and-Mortar Channels Product Category Large Online Retailer Typical Large Brick-and-Mortar Store Books 3,000,000 40,000 – 100,000 CDs 250,000 5,000 – 15,000 DVDs 18,000 500 – 3,000 Digital Cameras 213 36 Portable MP3 players 128 16 Flatbed Scanners 171 13 http://www.heinz.cmu.edu/~mds/smr.pdf The unlimited “shelf space” of the Internet. Free:The Future of a Radical Price, Chris Anderson
  42. 42. Web 2.0 - 42©Minder Chen, 2014 Product not available in offline retail stores Songs available at Rhapsody
  43. 43. Web 2.0 - 43©Minder Chen, 2014 Changing “Demand Curve” • The total volume of low popularity items exceeds the volume of high popularity items. • Why? Search Cost, Carrying Cost, Niche
  44. 44. Web 2.0 - 44©Minder Chen, 2014 Shifting Demand down the Long Tail • Netflix data shows shifting demand down the Long Tail
  45. 45. Web 2.0 - 45©Minder Chen, 2014 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 (PodCast)

Notes de l'éditeur

  • Diann Daniel, Strategic Planning: Mapping for IT Success, http://www.cio.com/archive/090106/tl_roadmap.html?source=cioinsider
  • The term Web 2.0 is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design,[1] and collaboration on the World Wide Web. A Web 2.0 site gives its users the free choice to interact or collaborate with each other in a social media dialogue as creators (prosumer) of user-generated content in a virtual community, in contrast to websites where users (consumer) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social-networking sites, blogs, wikis, video-sharing sites, hosted services, web applications, mashups and folksonomies.
    The term is closely associated with Tim O'Reilly because of the O'Reilly Media Web 2.0 conference in 2004.[2][3] Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but rather to cumulative changes in the ways software developers and end-users use the Web. Whether Web 2.0 is qualitatively different from prior web technologies has been challenged by World Wide Web inventor Tim Berners-Lee, who called the term a "piece of jargon"[4], precisely because he intended the Web in his vision as "a collaborative medium, a place where we [could] all meet and read and write". He called it the 'Read/Write Web'.
    Web 2.0 websites allow users to do more than just retrieve information. By increasing what was already possible in "Web 1.0", they provide the user with more user-interface, software and storage facilities, all through their browser. This has been called "Network as platform" computing.[3] Users can provide the data that is on a Web 2.0 site and exercise some control over that data.[3][17] These sites may have an "Architecture of participation" that encourages users to add value to the application as they use it.[2][3]
    The concept of Web-as-participation-platform captures many of these characteristics. Bart Decrem, a founder and former CEO of Flock, calls Web 2.0 the "participatory Web"[18] and regards the Web-as-information-source as Web 1.0.
    The impossibility of excluding group-members who don’t contribute to the provision of goods from sharing profits gives rise to the possibility that rational members will prefer to withhold their contribution of effort and free-ride on the contribution of others.[19] This requires what is sometimes called Radical Trust by the management of the website. According to Best,[20] the characteristics of Web 2.0 are: rich user experience, user participation, dynamic content, metadata, web standards and scalability. Further characteristics, such as openness, freedom[21] and collective intelligence[22] by way of user participation, can also be viewed as essential attributes of Web 2.0.
    Web 2.0 draws together the capabilities of client- and server-side software, content syndication and the use of network protocols. Standards-oriented web browsers may use plug-ins and software extensions to handle the content and the user interactions. Web 2.0 sites provide users with information storage, creation, and dissemination capabilities that were not possible in the environment now known as "Web 1.0".
    Web 2.0 websites typically include some of the following features and techniques. Andrew McAfee used the acronym SLATES to refer to them:[24]
    Finding information through keyword search.
    Connects information together into a meaningful information ecosystem using the model of the Web, and provides low-barrier social tools.
    The ability to create and update content leads to the collaborative work of many rather than just a few web authors. In wikis, users may extend, undo and redo each other's work. In blogs, posts and the comments of individuals build up over time.
    Categorization of content by users adding "tags" - short, usually one-word descriptions - to facilitate searching, without dependence on pre-made categories. Collections of tags created by many users within a single system may be referred to as "folksonomies" (i.e., folk taxonomies).
    Software that makes the Web an application platform as well as a document server. These include software like Adobe Reader, Adobe Flash player, Microsoft Silverlight, ActiveX, Oracle Java, Quicktime, Windows Media, etc.
    The use of syndication technology such as RSS to notify users of content changes.
    While SLATES forms the basic framework of Enterprise 2.0, it does not contradict all of the higher level Web 2.0 design patterns and business models. In this way, a new Web 2.0 report from O'Reilly is quite effective and diligent in interweaving the story of Web 2.0 with the specific aspects of Enterprise 2.0. It includes discussions of self-service IT, the long tail of enterprise IT demand, and many other consequences of the Web 2.0 era in the enterprise. The report also makes many sensible recommendations around starting small with pilot projects and measuring results, among a fairly long list.[25]
  • http://sphotos-a.xx.fbcdn.net/hphotos-prn1/525311_10151358559791234_706876222_n.png
  • http://sphotos-a.xx.fbcdn.net/hphotos-snc7/483831_10151351708346234_1134374643_n.jpg
  • http://www.sarahgbennett.com/MyWonderings/
  • http://www.weblogically.de/wp-content/uploads/2010/07/socialmediaprism.jpg
  • http://www.snaptasticblog.com/wp-content/uploads/2012/08/Snap-FacebookInfographic.png
  • Collaborative filtering