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Innovation That Matters Web 2.0: the next generation of Internet capabilities. Christopher Perrien, perrien@us.ibm.com , 919.402.1982. Jim Smith, jamessmi@us.ibm.com , 919.387.6653 jStart Team for Emerging Internet Technologies. IBM’s Emerging Internet Technologies Team.
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Innovation That Matters Web 2.0: the next generation of Internet capabilities Christopher Perrien, perrien@us.ibm.com, 919.402.1982. Jim Smith, jamessmi@us.ibm.com, 919.387.6653 jStart Team for Emerging Internet Technologies
IBM’s Emerging Internet Technologies Team • Member of team tasked to explore Internet-based technologies • Java, XML, Web Services, Open Source Software: Internet infrastructure • Now the conversations tend to be business driven: Web 2.0 • Accomplish our mission by direct interaction with the Marketplace • Not inventors or research labs • 15 consultants & enterprise architects and 90 developers led by IBM Fellow • Trusted methodology for helping customers to get started
Intersection of Popular Culture & the Enterprise • If you believe (or hope) that the World is Flat • If one is not the low-cost provider, then one has to be the more innovative supplier • Innovation hinges upon purposeful communication • across the value-chain (internal, customer, partners) • Communication: transparent access to data & information • For IBM, explains our strategy of: • Innovation, On-Demand, Support of Open Systems, Acquisitions • even the structure of our worldwide organization
Plan for today • Stimulate your thinking about Web 2.0 & your business • Acquaint ourselves with fundamental Web 2.0 terms & technologies • Persuade you that now is a good time to act • Early adopters and the rest of us • iPod: $144mm in 2003; $19.2b in 2006 • Give you some ideas on how to get started • At the browser and at the technical layer or backend
What do I hear from Customers? • Why are we negotiating over what was optimized 10 years ago? • Bandwidth, storage, CPU • How can my staff be more of a technical advisor to the business? • Can’t believe that I am still worried about Boards & Boxes in 2007! • Why are Google & Amazon building huge data centers? • What truly prevents them from being a bank? • How can I better Innovate? • Because I cannot compete with Bricks & Mortar? • Because I cannot compete with everyone on the Web
Flat World Quiz • Percentage of Americans with Broadband Access? • 33, 48, 55, 71 • Download rate in South Korea? • 6, 16, 28, 72 • America has 25 cities with a population of 1,000,000. How many does China have? • 17, 75, 175, 275, • If Skype were a telecom carrier, its worldwide ranking would be? • 3, 7, 10 25 • What does the phrase ‘3rd Screen’ refer to? • 1 - TV • 2 - PC • Yet we are all carrying the third - mobile devices • Bonus question: What tipping-point did the CD ROM achieve? • Hint: reversed the adoption pattern of what?
Web 1.0 was about connecting computers and making technology more efficient for computers. Web 2.0is about connecting people, and making technology efficient for people. Proliferation of Open Standards have enabled innovation and greater efficiency of “social experience” in what is now known as WEB 2.0
Web 2.0 is a set of loosely defined concepts that provide a platform for participation (innovation) • Source: Tim O’Reilly: What Is Web 2.0
Impact of Web 2.0 on businesses • Embrace the Long Tail • Leverage customer self service to reach the entire web not just the head • Data is your Competitive Advantage • Seek to own a unique, hard to recreate source of data • Data is the new “INTEL INSIDE • Allow your users to “Add Value” • Key competitive advantage is the extent in which users add their own data to your platform. Don’t restrict your “ architecture” of participation. Involve users implicitly and explicitly in adding value to your applications. • Network Effects by default • Set inclusive defaults for aggregating user data as a side effect of their use of the application • Some Rights Reserved • Limiting re-use prevents experimentation. Benefits from Web 2.0 come from collective adoption, not private restriction. Design for Reliability and “ hack-ability” • The Perpetual Beta • Internet applications are no longer software artifacts, they are ongoing services. Engage users as real-time testers and user their feedback as an instrument in designing the service. • Cooperate, Don’t Control • Web 2.0 is a network of cooperating data services. Offer web services interfaces and syndication through lightweight programming models • Software Above the Level of a Single Device • Integrate service across handheld device, PC’s and internet servers Web2.0 - Tim O’Reilly, 2005
WEB 2.0 encompasses many forms of Community Building, Collaboration, and related Data Access. Source: Forrester Research, Inc
Short for weblogs Personal publishing systems Focused on the writing not the technology Built-in tech for connecting people, ideas, websites and other blogs Automatically generates RSS feeds Leaves trails of social media EXAMPLE: BLOGS - Communicating directly with customers, CEO’s have begun to communicate directly with the public through blogs enabling an open dialogue to facilitate brand affinity.
EXAMPLE: WIKIS - Wikipedia has disrupted traditional publishing models by empowering the masses to create and govern a public encyclopedia through WIKI collaboration using the web as a platform. • “What I Know Is…” • Collaborative authoring environments • “Easy” to create, edit, share pages of information • Non-linear in nature • Great for sharing information across teams regardless of time or location
Audio and video recordings MP3’s and/or video formats (wmv, mov, etc. Can be delivered via XML / RSS Time-shifting of content to manage attention scarcity Supports content distribution EXAMPLE: PODCASTS- Podcasting empowers users to create & distribute rich media services with dramatically low barriers to entry.
a.k.a. Folksonomy User-defined metadata Typically shared with others Provides vetting of relevant content without reliance on algorithms Easily bundled into RSS/XML EXAMPLE: TAGGING - In contrast to controlled vocabularies or formal taxonomies, Social Tagging (folksonomies) enables better meta-tagging of content to search, distribute and collaborate with in the social construct of Web 2.0.
EXAMPLE: SOCIAL NETWORKS - Social networking connects individual online through existing relationships and enables extended relationships though online communities of common interests. Social Networking Diagram Other examples
Communities and Innovation • Shift from employee-only (internal) innovation to beyond the enterprise (external) • Impacts customer service, intellectual property, business partnerships and relationships.
Software as aSERVICE Service, not software COMMUNITYmechanisms Users add value • Recommendations • Social networking features • Tagging • User comments • Community rights management • Collaboration • User-driven adoption • Value on demand • Low cost of entry • Public infrastructure • Tight feedback loop between providers and consumers • Expanding from dozens of markets with millions of people to millions of markets of dozens of people The three patterns driving Web 2.0 Web 2.0 SIMPLEuser interface and dataservices Easy to use, easy to remix • Responsive UIs (AJAX) • Rich Content and Experiences • Feeds (Atom, RSS) • Simple extensions • Mashups (REST APIs)
Key technologies • Most Web 2.0 Technologies are still in beta phase of maturity. We are seeing high customer interest in: • AJAX and JSON (evolution of XMLHTTP) is most tangible in terms of potential business value • RSS/Atom - beyond Blogs, RSS & Atom being seen as potential approaches to simplify specific content centric application architectures. Feeds are a new addition to the service paradigm. • Programmable Web - potential seen in building/extending business ecosystems • Rapid “Situational applications” - mash-ups
The First Step: IBM Lotus Sametime 7.5 Major upgrade and investment in real-time collaboration: • Instant Messaging • Richer user experience • New IM client with comprehensive update to user interface and features • Web Conferencing • New Lotus Sametime Web conference user experience • Easy, fast and reliable entry to Web conferences • Communities, broadcast applications, and other innovations
Profiles Quickly find the people you need by searching across your organization using keywords that help identify expertise, current projects and responsibilities Communities Create, find, join, and work with communities of people who share a common interest, responsibility, or area of expertise Blogs Use a weblog to present your idea and get feedback from others; learn from the expertise and experience of others who blog Dogear Save, organize and share bookmarks; discover bookmarks that have been qualified by others with similar interests & expertise Activities Organize your work, plan next steps, and easily tap your expanding professional network to help execute your everyday deliverables, faster Lotus Connections services
Quickr Connectors Quickr Services Shared Content TeamWorkspaces Quickr Content Stores Business templates Wikis Team Blogs Anywhere, Anytime Workflow Lotus Domino IBM JCR IBM FileNet * SharePoint * Other Lotus Quickr
beware. banned books. Data Mining 101: Finding Subversives with Amazon Wishlists! Readers of “1984”
QEDWiki Overview • QEDWiki is a lightweight, cross-browser Mashup Maker written in PHP 5 that can be hosted on a LAMP, WAMP, or MAMP stack. • Mashups can be built by assembling a collection of widgets on a page, wiring them together to define the behavior of the mash-up application, and then possibly sharing the mash-up with others. • Mash-up enablers provide QEDWiki with a collection of widgets that provide application domain- or information-specific functionality. • The framework includes a rich AJAX-enabled MVC (Model-View-Controller) architecture so that each wiki page is a rich, interactive application for end users.
Under the hood Base Technology • LAMP Based (PHP 5.0.4++) • Uses Zend Framework (http://framework.zend.com/) • “Easy-to-use framework for developing the next generation of web applications” • Collaborating on component model, forms processing • Contributed database adapters for DB2 • AreaEdit : WYSIWYG Editor • Dojo : Rich cross-browser DHTML widgets The Widget frameworks provides an extensibility mechanism for QEDWiki • Invoked using REST model & using clean URLs • http://host/wiki/ajax/action/GooglemapCommand/address/... • Communicate on the client and the server using a simple communication data hub model, symmetric model on C/S via JSON • Built-in communication with client/server personas of commands (DataHub) • Metadata baked into the command (keep-it-simple) • Trusted and un-trusted Widgets
Mashup Hub • Need a place to host technology to create feeds for several classes of important data sources • Need to share objects used to create these feeds to make it easier to expose additional feeds • Widgets are closely associated with feeds, especially custom viewers of microformats. It is best to manage them together • Sharing and discovery is facilitated by community and social tools • Many enterprise data sources don’t have a Web UI, so they need a place to advertise their feeds • Note: Does not require feeds to be registered here and other catalogs can exist in the enterprise and on the Web. But this is an “install this one Web app” and you have the main enablement support you need.
Architecture of the Mashup Hub Excel Docs Access Docs Kapow Robots Lixto Wrappers
jStart’s Customer Engagement Model • Consultative approach for mapping Internet technologies to customer business problems • Identifies potential business value to Project Stakeholders • Proven Workshop Approach • Similar model to GBS and with smaller development iterations • Can partner with SWG Labs, GBS, GTS, Research, Product Development • Workshop Offerings address: • 1. Project Definition • 2. Project Requirements • 3. Use-case Development and Validation • Samples and References available
Community Building Offerings Baseline: Project Definition Workshop • Qualifications • targeted Business Purpose and appropriate business Sponsorship • Venue • 4 - 6 hour discussion w/ jStart consultant & senior architect • Combination of in-person & web-based • Format • Profile Community Building Concepts & Trends • Capture Business Requirements, both tangible and intangible • Deliverables • discussion notes, presentation, other related artifacts • Base price • no-fee
