1 / 27

Web 2.0 & Google

Web 2.0 & Google. November 3, 2005 Jaesun Han (jshan@nclab.kaist.ac.kr) NCLAB, Dept. of EECS, KAIST. Contents. Web 2.0 What is Web 2.0? Seven Principles of Web 2.0 Google The Past and Current of Google Two Axes of Google Tech Googleplex Virtual Application Google and Competitors.

lyre
Download Presentation

Web 2.0 & Google

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Web 2.0 & Google November 3, 2005 Jaesun Han (jshan@nclab.kaist.ac.kr) NCLAB, Dept. of EECS, KAIST

  2. Contents • Web 2.0 • What is Web 2.0? • Seven Principles of Web 2.0 • Google • The Past and Current of Google • Two Axes of Google Tech • Googleplex • Virtual Application • Google and Competitors

  3. Web 2.0 Meme Map

  4. Seven Principles of Web 2.0 • 1. The Web as Platform • 2. Harnessing Collective Intelligence • 3. Data is the Next Intel Inside • 4. End of the Software Release Cycle • 5. Lightweight Programming Models • 6. Software Above the Level of a Single Device • 7. Rich User Experiences

  5. 1. The Web as Platform • Netscape vs. Google • Software licensing and control over APIs vs. control over data • The value of the software is proportional to the scale and dynamism of the data it helps to manage. • DoubleClick vs. Google AdSense • The long tail : the collective power of the small sites make up the bulk of the web’s content. • Leverage customer-self service and algorithmic data management to reach out the entire web, to the edges and not just the center, to the long tail and not just the head. • Akamai vs. BitTorrent • The service automatically gets better, the more people use it.

  6. 2. Harnessing Collective Intelligence • The Architecture of Participation • Users add value • It is an inclusive function to aggregate user data and build value as a side-effect of ordinary use of the application • Network effects from user contributions are the key to market dominance in the Web 2.0 era • Blogging and the Wisdom of Crowds • RSS, Trackback, Web Syndication, New Aggregator • Examples

  7. 3. Data is the Next Intel Inside • Data is indeed the Intel Inside of famous services • Google’s web crwal, Yahoo!’s directory, Amazon’s DB of products, MapQuest’s map DB, Napster’s distributed song DB … • Extending original data for real competency • Initial Map DBs (MapQuest, NavTeq) just own their original data • Amazon enhances original book DB from ISBN registry • In the Future, • Battles between data suppliers and application vendors • The race is on to own certain classes of core data • Location, identity (PayPal, Amazon’s 1-click, Sxip), calendaring of public events (EVDB), product identifiers and namespaces • User concerns about privacy, and owner’s rights to data • The rise of proprietary DB will result in a Free Data movement • Wikipedia, the Creative Commons

  8. 4. End of the Software Release Cycle • Perpetual Beta • Like open source dictum, “release early, release often” • Gmail, Google Maps, Flickr, del.icio.us etc a “Beta” logo for years • Real time monitoring of user behavior • Microsoft’s business model depends on everyone upgrading their computing environment every two to three years, while Goolge’s depends on everyone exploring what’s new in their computing environment every day • Operations must become a core competency • The software will cease to perform unless it is maintained on a daily basis • Google’s system admin, networking, and load balancing are even more closely guarded secrets than their search algorithms • Scripting languages such as Perl, Python, PHP, and now Ruby, play such a large role at web 2.0 companies

  9. 5. Lightweight Programming Models • Simple pragmatism is substituted for ideal design • Amazon’s web services • REST (XML data over HTTP) (95% usage) > SOAP web services • Mapping-related web services • Google Maps (AJAX interface) > MapQuest, MS MapPoint, ESRI • Innovation in Assembly • Reuse existing services and data for creating value • Housingmaps.com (Interactive housing search) = Google Maps + Craigslist • Several significant lessons • Support lightweight programming models that allow for loosely coupled systems • Think syndication, not coordination • e.g., RSS and REST-based web services • Design for “hackability” and remixability • e.g., browser’s “View Source”, RSS, AJAX • “some rights reserved”

  10. 6. Software Above the Level of a Single Device • Web 2.0 is no longer limited to the PC platform • iTunes • Seamlessly reach from the handheld device to a massive web back-end, with the PC acting as a local cache and control station • iTunes and TiVo also show the other core principles of Web 2.0 • Data management is the heart of their offering • They are services, not packaged applications • They show some budding use of collective intelligence • In the Future, we will • See many new services spanning multiple heterogeneous devices • Real time traffic monitoring with cars’ reporting data • Flash mobs and citizen journalism with phones’ reporting data

  11. 7. Rich User Experiences • Rich user interfaces with PC-equivalent interactivity • AJAX (Asynchronous JavaScript and XML) • The collection of technologies • standards-based presentation using XHTML and CSS; • dynamic display and interaction using the Document Object Model; • data interchange and manipulation using XML and XSLT; • asynchronous data retrieval using XMLHttpRequest; • and JavaScript binding everything together • Gmail, Google Maps, Orkut, Google Suggest, Flickr, Naver Suggest • In the Future, We will • See rich web reimplementations of PC applications • Integrated communications client combining email, IM, VoIP etc • Web 2.0-style address book (armed with social networking) • Web 2.0 word processor (with wiki-style collaborative editing) • Web 2.0 enterprise apps (like Salesforce.com providing CRM online) • The key is synergetic combination of rich interfaces and shared data

  12. “The Web as Platform” Revisited • The meaning of “Platform” • Platform as the base on which services are developed and deployed • Platform as the playground in which users talk with one another • Platform as the point in which various devices are plugged • Platform battle • Previously, the clash is between a platform and an application • Lotus 1-2-3 vs. Excel, WordPerfect vs. Word, Netscape Navigator vs. Internet Explorer • Now, battle between two platforms • Windows Platform : massive installed base and tightly integrated operating system and APIs  control over programming • Web 2.0 Platform : a system without an owner, tied together by a set of protocols, open standards and agreements for coorperation • Communication-oriented systems require interoperability  Unless a vendor can control both ends of every interaction, the possibilities of user lock-in via software APIs are limited

  13. http://www.google.com/logos.html http://www.google.org.cn/all.php

  14. The Past of Google • 1996년~1997년: 세르게이와 래리, 구글 검색엔진의 시초인 BackRub만들다. • 1998년 상반기: 래리의 기숙사는 구글 데이터 센터로, 세르게이의 기숙사는 사무실로 변신 • 1998년 하반기: 가족, 친구, 엔젤로부터 투자받아 구글 창립, 초기 종업원 4명, 먼로파크 창고에서, 원래이름 googol • 1999년 상반기: 하루 50만건 처리 가능, 다양한 투자 • 2000년 상반기: 하루 1800만건 처리 가능, 웹페이지 10억개 색인함으로써 가장 큰 검색엔진 됨 • 2002년 상반기: Google Labs를 열어 신기술 개발 • 2003년 상반기: 신형광고시스템인 AdSense를 선보여 온라인 광고 시장에 메가톤급 충격파 • 2004년 하반기: GOOG라는 이름으로 나스닥에 $85로 기업공개(IPO)

  15. The Current of Google • 시가 총액 800억 달러가 넘는 거대기업으로 성장 • 주가 300달러 이상 • 2005년 상반기 총 26억 4000만 달러의 매출액 (작년 대비 97%성장) • 99%가 검색광고 매출 (53% 자사 사이트, 47% 네트워크 사이트) • Google facts • 약 80억 개의 웹 페이지, 20억 개의 이미지 색인 • 2004년 기준 클러스터당 PC 2000대 할당, 모두 30개의 클러스터 2005년 색인 숫자가 두 배로 늘었으므로 클러스터 숫자도 두 배 예상 • 매력적인 구글 소프트웨어 원칙 : Do no evil • 다양한 API 지원 (http://code.google.com/apis.html) • AdWords, 블로거, 데스크탑 검색, 데스크 바, Froogle, Gmail, 구글 그룹, 구글 어스, 구글 맵, 뉴스, 구글 토크, 구글 비디오, 웹 검색 • 강력한 오픈 소스 지원 정책 (http://code.google.com/projects.html) • 끊임없는 기술 개발 (http://labs.google.com/)

  16. Two Axes of Google Internet Googleplex Virtual Applications

  17. Googleplex Massively distributed, highly parallelized computing a. Google Linux b. Distributed & Automated Data Center c. Logical Architecture d. Web-centric Architecuture • from 100,000 to 165,000 or more servers • 40 or more pizza box servers per rack

  18. Google’s Fusion : HW & SW Innovations

  19. Googleplex Principles • Cheap Hardware and Smart Software • Use cheap commodity hardware frequent failure • Develop smart software for reducing the cost of failure • Easy Management • High Scalability by automatic discovery of new servers and racks • High Redundancy for failure of servers, racks, even data centers • Speed and Then More Speed • High speed with low cost (580MB/s read rate at $1,000 vs. 58MB/s at $18,000 IBM EXP) • Rapid development and deployment of new products • Use existing technologies • Use techniques from the leading edge of computer science • Use open source codes as a starting point

  20. Virtual Application the data and some of the application running on servers Internet Google Maps Googleplex “No network, no application” is the rule A kernel of software running on the user’s computer

  21. Benefits of Virtual Application • The Benefits of Virtual Application • Eliminating or reducing the software installation process • Having “live data” in the application from a network source • Users no longer have to upgrade software • Allowing an organization to replace expensive desktop PCs with less expensive, low maintenance terminals • Virtual applications are the Future • MS’ .NET 2.x and higher framework is a proprietary implementation for virtual applications • IBM’s WebSphere supports virtual applications • Yahoo offers a number of virtual applications • Google is a virtual application company

  22. Internet Googleplex Virtual Applications Web as Platform “Two Axes of Google” Revisited

  23. Google and Competitors • Yahoo! • Yahoo! Has grown through acquisitions • 3721.com for Chinese language search • Inktomi to provide Web search • Stata Labs for Yahoo! Mail search • AllTheWeb.com, Overture, Alta Vista, etc • Balkan-states problem • Mosaic of operating systems, hardware and software • High management resources to keep the peace • A lack of data cohesiveness limits Yahoo’s ability to know its customers • Neither a technology nor an information company. It is a media company.

  24. But there is Windows Live Google and Competitors • Microsoft • The cost burden to support legacy applications • Windows 98 and 2000 : more than 50 % of organizational OS • For high performance, MS upgrades hardware instead of recoding the operating system itself

  25. The Future of Google • Why Google may fail? • 증가하고 있는 소송들 (MS, Click Defense, Affinity Engine) • 검색광고에 편중된 수익모델 (99% 담당) • 회사규모의 증가와 경쟁자들의 견제 • 구글의 미래를 향한 행보 • 8월 18일 전체 주식의 4.8%를 매각, 40억 달러의 현금 확보 • 광고시장에서의 경쟁력 강화 • 다양한 광고 상품 옵션 개발 • 블로그의 RSS 피드에 구글 광고 추가하는 기술 개발 • 미디어 전달을 위한 Infrastructure에 대한 투자 (구글 넷 계획) • 구글 비디오 서비스 등과 결합해서 컨텐츠 제공 • 인스턴트 메신저 서비스와 인터넷 전화 사업에 진출 • 공상 : 데스크탑 부문에 진출 가능성? (구글 데스크탑 OS?)

  26. References • Tim O’Reilly “What is Web 2.0” • Stephen E. Arnold “The Google Legacy” • 마이크로소프트웨어 2005년 10월호 “All About Google” • 태우’s log – web 2.0 and beyond • Channy’s Web 2.0 Blog • Web 2.0 Conference

  27. Google SIG (Special Interest Group) • Goals : Web 2.0에 대해 Google을 중심으로 조사, 분석하여 그 성격을 파악하고 향후 진화방향을 예측하기 위한 모임 • 향후 웹에서 Academia 측면에서나 Business 측면에서 선도적인 위치 확보 • 다양한 관심분야와 전공영역의 사람들에 의한 다면적인 분석과 예측 • 개인의 전공영역과 접목하여 새로운 아이디어 도출 • 웹에 관심있는 사람들과의 지속적인 관계 형성을 위한 발판 마련 • 운영원칙 • 토론과 브레인스토밍이 중심이다. 수준은 학부생이 이해할 수 있는 정도로 한다. • 기술이나 서비스에 대한 지식 습득은 최소한으로, 실제 사용 중심으로 한다. • 단기간(11월 두째주부터 4주간)에 목표를 달성하고 이후 방향은 추후 논의한다. • 한주 한번의 공식적 모임과 한번의 비공식모임(식사시간이용)을 원칙으로 한다. • 블로그나 위키 등의 Web 2.0 기술을 이용하여 온라인 토론을 최대한 활용한다. • 모든 멤버들의 공평한 참여를 유도하며 개인생활에 최대한 지장을 주지 않도록 한다.

More Related