Web 2.0 Business Opportunities

Special Topics in Innovation and Entrepreneurship:
Web 2.0

Erik Wilde, UC Berkeley School of Information
September 23, 2008

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Attribution 3.0 Unported License

Abstract

Web 2.0 technologies have moved the focus from a clear producer/consumer perspective of the Web to a more flexible way of how these roles can be assigned and handled. As a side-effect, these technologies have also improved the way in which intermediaries can exist, which act as consumers on the one side, but in fact also provide services to other consumers further down the publishing pipeline. This ecosystem of information producers and consumers makes it possible to design services which do not need all the heavy-duty infrastructure of a large-scale back-end, but can still provide access to one such back-end, and deliver a service experience which to the consumer looks as if rather light-weight services were in fact heavy-duty back-ends.


Web Architecture

Outline (Web Architecture)

  1. Web Architecture [14]
    1. Application Architecture [4]
    2. Ajax [2]
  2. Web Landscape [4]
  3. Web 2.0 Opportunities [9]
    1. FeedBurner [5]
    2. Verticalism vs. Horizontalism [3]

Architecture

New York City Lübeck

Architecture vs. Design

Nice Design, Expensive Architecture

Internet Protocols

Internet Protocol Layers

Network Convergence

Convergence in the Protocol Stack

The Web as a System


Web System Design

There are two ways of constructing a software design: One way is to make it so simple that there are obviously no deficiencies, and the other way is to make it so complicated that there are no obvious deficiencies. The first method is far more difficult.

C. A. R. Hoare, The Emperor's Old Clothes, 1980 Turing Award Lecture


Technologies are Tools


Implementations are Products


Application Architecture

Outline (Application Architecture)

  1. Web Architecture [14]
    1. Application Architecture [4]
    2. Ajax [2]
  2. Web Landscape [4]
  3. Web 2.0 Opportunities [9]
    1. FeedBurner [5]
    2. Verticalism vs. Horizontalism [3]

Resources, REST, UI

Web Application Tiers

Multiple UIs

Web Application with Multiple UIs

Mash-Ups

Mash-Up

Mash-Apps

Mash-App

Ajax

Ajax = DHTML + HTTP

  • DHTML uses JavaScript locally
    • the scripting code reacts to user events and accesses the DOM structure
    • changes are either hardcoded or derived from user events
  • Ajax adds an HTTP request method to JavaScript
    • scripting code can now request additional data from an HTTP server
    • changes can thus be made based on any data received from the server
  • Ajax dramatically reduces the number of page reloads
    • any change of the page can be done without a complete reload
    • based on user interactions, parts of the page can be reloaded
  • Ajax has the same interoperability problems as DHTML

Ajax and DHTML

Comparison of Ajax and DHTML

Web Landscape

Outline (Web Landscape)

  1. Web Architecture [14]
    1. Application Architecture [4]
    2. Ajax [2]
  2. Web Landscape [4]
  3. Web 2.0 Opportunities [9]
    1. FeedBurner [5]
    2. Verticalism vs. Horizontalism [3]

World Wide Information System


Web Pages vs. Browser-Based Applications


Browser-Based vs. Native Applications


UI Development is Optimization


Web 2.0 Opportunities

Outline (Web 2.0 Opportunities)

  1. Web Architecture [14]
    1. Application Architecture [4]
    2. Ajax [2]
  2. Web Landscape [4]
  3. Web 2.0 Opportunities [9]
    1. FeedBurner [5]
    2. Verticalism vs. Horizontalism [3]

Information Dealers


FeedBurner

Fixing Feeds

Cleaning Up Feeds

Load Balancing

Providing Feed Load Balancing

Statistics/Analytics

Providing Feed Statistics

Query Capabilities

  • Feed technology is still evolving
  • Feeds are mostly viewed as ordered by time
    • allows optimization for accesses and caching
    • makes it hard to use feeds for non-timed information
  • Feeds could be ordered by any sort key
    • makes server-side feed processing much more expensive
    • enables customized feeds that are processed on the server-side

Supporting Queryable Feeds

Supporting Queryable Feeds

Verticalism vs. Horizontalism

Outline (Verticalism vs. Horizontalism)

  1. Web Architecture [14]
    1. Application Architecture [4]
    2. Ajax [2]
  2. Web Landscape [4]
  3. Web 2.0 Opportunities [9]
    1. FeedBurner [5]
    2. Verticalism vs. Horizontalism [3]

Horizontals

  • The Web is the perfect horizontal design
    • almost no specialization for a specific application area
    • general and extensible to be able to be used for many application areas
  • Successful horizontals are as general-purpose as possible
    • mail for delivering written documents
    • telephones for talking across distance
    • telefax for transmitting facsimiles of written documents
    • email for transmitting electronic documents
  • Horizontals must survive as basic infrastructure
    • if the infrastructure is used by enough people, it survives
    • if users move to other infrastructures, it dies (telegraph)

Verticals

  • Verticals look at specific application areas
    • calculating risks and costs is much easier for verticals
    • the potential is usually smaller because of limited adoption
  • Successful verticals critically depend on their application area
    • if the application area disappears, the vertical disappears
    • specialization makes it hard for verticals to switch application areas

A Change in Perspective

  • E-Book devices are always treated as verticals
    • Sony has its own book store and only supports these books
    • Amazon is open but the distribution model is closed
    • Plastic Logo seems to look at the newspaper market only
  • What would a horizontal e-book look like?
    • no assumptions about the consumed content (apart from hardware restrictions)
    • content served as Web content (HTML/CSS)
  • Why is nobody working on the horizontal e-book?
    • W3C's CSS working group looks at printed content only
    • e-book devices use proprietary formats instead of HTML/CSS
    • connecting custom feeds and e-books makes things really interesting
    • selling Web-based e-books to professional readers is a horizontal

Conclusions