v v ibm comms © 2006 ibm corporation Дмитрий Бурков Что же с web 2.0?
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IBM COMMS
© 2006 IBM Corporation
Дмитрий Бурков
Что же с Web 2.0?
2
IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Agenda
What is Web 2.0?
Web 2.0 and SOA – They are related
The Web as the next platform
Business models being enabled by these technologies
Why we should care?
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Embracing the monkeys
We've all heard that a million monkeys banging on a million typewriters will eventually reproduce the entire works of Shakespeare.
Network-enabled Typemonkeys
Welcome to Web 2.0
What happens when all the monkeys are networked together in a endlessly collaborative virtuous circle?
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
The evolving Web platform
Web 2.0 is about connecting people, and making technology efficient for people.
Web 1.0 was about connecting computersand making technology more efficientfor computers.
Web 2.0 changes the way in which businesses interact with its customers
Web 2.0:
Is about communities and social networks
Builds contextual relationships and facilitates
knowledge sharing
Is about people and the way they collaborate
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
WEB 2.0 functionality has enabled new ways to use the web with quick and simple “social tools.” As a result, many entities have been labeled as WEB 2.0, all with different functionality, utility, and business impact.
Source: Forrester Research, Inc
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Core Competencies of Web 2.0 Companies Services, not packaged software, with cost-effective scalability Control over unique, hard-to-recreate data sources that get richer as more people use them Trusting users as co-developers Harnessing collective intelligence Leveraging the long tail through customer self-service Software above the level of a single device Lightweight user interfaces, development models, AND business models
Source: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
O’Reilly’s view of Web 2.0
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Web 1.0 Web 2.0
Servicing the Masses Servicing the Long Tail
Focus on Software Focus on Data and Web Services
Control Web sites Allow Users to Contribute
Rights Reserved
Cooperate, don’t control
Connecting Computers Connecting People
To extract the full value from Web 2.0, organizations must embrace a nimble Services Oriented Architecture that supports a paradigm shift of key business principles.
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Forrester references WEB 2.0 design as a Bottom-Up Innovation approach lead from the customer/user’s point of view. This approach yields greater delivery speed, customer affinity, and ROI for web initiatives.
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Organizations adopting Web 2.0 capabilities will have new business considerations to address which effect both front-end functionality and backend architecture.
1. Embrace the Long Tail Leverage customer self service to reach
the entire web not just the head
2. Data is your Competitive Advantage Seek to own a unique, hard to recreate
source of data Data is the new “INTEL INSIDE
3. 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.
4. Network Effects by default Set inclusive defaults for aggregating user
data as a side effect of their use of the application
5. 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”
6. 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.
7. Cooperate, Don’t Control Web 2.0 is a network of cooperating data
services. Offer web services interfaces and syndication through lightweight programming models
8. Software Above the Level of a Single Device
Integrate service across handheld device, PC’s and internet servers
Web2.0 - Tim O’Reilly, 2005
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Enough! What is Web 2.0, after all?
Web 2.0 refers to a supposed 2nd-generation of Internet-based services — such as social networking sites, wikis, communication tools, and folksonomies — that let people collaborate and share information online in previously unavailable ways.
Web 1.0 was Web 2.0 is
alpha beta
a tool a lifestyle
banner ads AdSense
top-down bottom-up
feudalism democracy
HTML XML
a commodity a service
publishing participation
proprietary open source
reading writing
home pages blogs
direct marketing viral marketing
lectures conversation
companies communities
client-server peer-to-peer
advertising word of mouth
conference events unconferences
services sold over the web web servicesSources: Wikipedia and the blogosphere
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Agenda
What is Web 2.0?
Web 2.0 and SOA – They are related
The Web as the next platform
Business models being enabled by these technologies
Why we should care?
12
IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Enabling Web 2.0 functionality requires additional resiliency to existing enterprise infrastructure, and can be mitigated by robust Services Oriented Architecture (SOA)
WEB 2.0Componentized Interoperable
Modular Scaleable
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Web 2.0 SOA
Software as a service Software as services
Interoperability based on Web principles Interoperability based on Web standards
Applications are platforms Applications are platforms
Encourages unintended uses Permits unintended uses
Mashups Composite applications
Rich user interfaces Little user interface guidance
Architecture of participation Little prescription of user participation
Source: http://web2.wsj2.com
Some Similarities & Comparisons between Web 2.0 and SOA
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Coordination of Web 2.0 Services requires Processes, Services, and Components to deliver a seamless user experience
Components
Processes
Services
P
rovid
er
Co
nsu
mer
On DemandServices
4
Enterprise WideServices
Service Oriented Integration of
Services
Implementing Individual Web Services
1
2
3Service
Layer
Web 2.0 Functionality
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Agenda
What is Web 2.0?
Web 2.0 and SOA – They are related
The Web as the next platform
Business models being enabled by these technologies
Why we should care?
18
IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Allow you to insert complimentary and adjacent value propositions into the market
Allow you to magnify the value of a keystone position through ecosystem innovation and investment
360 platform IBM
Mainframe Era Client Server Era Internet Era Web 2.0 Era
Operating system platform Windows Solaris Unix
Database platform Oracle IBM
Application Server platform IBM BEA
Business application platform SAP Peoplesoft Oracle
Office Productivity and collaboration platformMicrosoft OfficeLotus Notes/DominoMicrosoft exchange/sharepoint
Web platform GoogleMSNAmazonWebExEbayMySpaceWindows LiveSalesforce/App ExchangeSOA Vendors
SNA platform IBM
Platforms
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Web Platforms (Examples)
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Agenda
What is Web 2.0?
Web 2.0 and SOA – They are related
The Web as the next platform
Business models being enabled by these technologies
Why we should care?
21
IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
The Seven Myths of Telecoms
Carriers can develop innovative new services
Carriers can develop innovative new services
Content is king
Voice is irrelevant
Streaming real-time multimedia traffic will dominate
There is an urgent need for new “Killer Apps”
Distance is dead
QoS is critical
Source: Andy Odlyzko
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Is this the shape eco-model needs to become?T
rust
ed P
rofi
les
Claim
Trust Authenticated
Payment
Sha
re Req.
Share Req.
Trust
Auth.
For Amazo
n
User A
pprova
l
for sharin
g
Sh
are
d P
rofil
e
Content Request
Trust Auth. for GoogleContent
Trusted Authenticatorand aggregator
Customer
Trust Auth.
Content
Mash ups
Service
Provider
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Becoming the trusted partner to the Web
Customer
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Agenda
What is Web 2.0?
Web 2.0 and SOA – They are related
The Web as the next platform
Business models being enabled by these technologies
Why we should care?
25
IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Why should you even care about Web 2.0? (1 of 4)
1) Your clients are or will be asking you about it
Source: Gartner's 2006 Emerging Technologies Hype Cycle Highlights Key Technology Themes, August 2006
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Why should you even care about Web 2.0? (2 of 4)
2. According to Rod Smith, IBM VP for emerging IBM technologies, "Enterprises have been ringing our phones off the hook to ask us about Web 2.0“
3. Gartner has recently short listed Web 2.0 as a key technology theme for enterprises to examine closely in the near future
4. Still according to Gartner, Inc:
– As the number of participants and types of collaborative models continues to grow, power will increasingly shift to the consumer, forcing businesses to proactively market to and analyze community influencers.
– By enabling decentralized innovation, Web 2.0 catalyzes rapid consumer-driven change, which will accelerate market share growth for companies that exploit it, i.e., Web 2.0 offers many opportunities for growth
– Web 2.0 architecture provides an adaptable technology model that requires significantly less-expensive infrastructure to deliver its benefits. See Amazon’s Elastic Compute Cloud and Simple Storage Service to see how low cost this can become:
$0.10 per hour of consumed computing resources
$0.20 per GB of data transferred
$0.15 per GB per month for storage.
– By 2008, the majority of Global 1000 companies will have adopted several technology-related aspects of Web 2.0
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Why should you even care about Web 2.0? (3 of 4)
The Long Tail: Mass servicing of micromarkets, which is only possible (or at least, cost-effective) in a self-service world Dion Hinchcliffe
Reach out to the entire web, to the edges and not just the center, to the long tail and not just the head.
Blogs & podcasts: we, the media,the former audience
Source: The Long Tail, Chris Anderson, Wired Magazine
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Why should you even care about Web 2.0? (4 of 4)
The future of business is selling less of more New efficiencies in distribution, manufacturing, and
marketing are changing the definition of what is commercially viable
Economics of scarcity vs. economics of abundance The tyranny of locality Markets of infinite choice The vast majority of products are NOT available at a
store near you
The future is already here
it’s just not evenly distributed
William Gibson
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
The Future
t h
e
f u
t u
r
e
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
“I think there is a world market for maybe five computers.”
Thomas Watson, chairman of IBM, 1943
“There is no reason anyone would want a computer in their home.”
Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977
“640K ought to be enough for anybody.”
Bill Gates, chairman and founder of Microsoft, 1981
“I predict the Internet will soon go spectacularly supernova and, in 1996, catastrophically collapse"
Bob Metcalfe, co-inventor of Ethernet and founder of 3Com Corporation, 1995
A Health Warning on Predicting the Future
“Computers in the future may weigh no more than 1.5 tons. ”Popular Mechanics, 1949
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
“Telcos – be afraid, be very, very afraid. Like the dinosaurs your time may be coming to an end.”
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
“At no point since the industrial revolution has the restructuring of global
economic activity been so dramatic; at no point has there been such a shift in production, Asia moving from the fringes to the centre of the newworld economic order; and at no point in our whole history has the speedand scale of technological change been so fast and pervasive.
“Think back only to 1997: no digital TV, no DVDs, no video phones, no broadband, virtually no texting. Just eight years ago: only ten per cent people were on the internet and only ten per cent had mobile phones.
So if in only eight years since 1997 we have seen such dramatic technological and scientific change, then think of the impact in the next eight years of technology on occupations, industries, businesses and jobs.”
Gordon Brown – September 2005
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
With acknowledgement to: Paul Ford
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Back Up
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
EXAMPLE: SYNDICATION - AMEX has begun to leverage web feeds to more efficiently and securely communicate with its customers.
Web Feed Formats– RSS= Really Simple Syndication
– ATOM
eXtensible Markup Language
Easy to generate
Allows machines to communicate with each other
Primarily subscription based
Can carry any media type: text, images, audio, video, etc.
Can be secured
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
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.
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
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
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
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
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.
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
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
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
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
EXAMPLE: RICH USER INTERFACE- Web 2.0 services enable rich user experiences to facilitate greater ease of use, ubiquity of access, and increased user affinity.
Leverages the WEB as a Platform
Flash, Flex, AJAX, Laszlo
Typically uses XML to transfer data asynchronously
Provide a more desktop-like experience over the web
Leverages each technology for their own strengths
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
EXAMPLE: PODCASTS- Podcasting empowers users to create & distribute rich media services with dramatically low barriers to entry.
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
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
EXAMPLE: MASHUPS – Integration of disparate data source through simple scripting tools enables users to innovate by combining existing web services into entirely new applications.
Web Service which uses content from more than one source to create a completely new service
Typically sourced from a third party via a public interface or API
Simple methods of sourcing content for mashups include Web feeds (e.g. RSS or Atom) and JavaScript
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Web 2.0 capabilities will require maturity of “web services” integration across the existing infrastructure to enable resilient functionality
Silo ServicesComposite
Services
Virtualized
Services
Dynamically
Re-Configurable
ServicesComponentized
Integrated
Level 1 Level 4 Level 5 Level 6 Level 7Level 3Level 2
Low HighWeb Services Maturity
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Business composite Applicationscase study: Salesforce.com AppExchange
This list is growing…
Any application can be freely tested over the web through real practice.
Anybody can rate the applications.
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Affiliates
PayPals
eBay - driving transactions through its platforms eBay caters to small companies that want to get up and running with a basic online storefront and have the ability to grow over time.
eBay Web Services supports some 2.5 billion API calls per month Approximately 45% of all listings on eBay.com involve eBay Web Services 25,000 outside developers are using the APIs Participating developers have produced more than 1,600 applications
eBay offers a prepackaged buy-and-sell
infrastructure
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
eBay market expansion
Driving additional transactions to the eBay platform
2006 eBay Express (fixed price model on new items)
Sweden
2005 Shopping.com Skype Poland
2004 Rent.com Developer Program (Web Services) Malaysia / Philippines / India
2003 “Ebay Anything Points” Program Hong Kong
2002 Paypals China / Taiwan
2001 HomesDirect.com /eBay Stores /eBay Premier
Singapore / Latin America / Ireland / New Zealand / Switzerland / Italy / Korea
2000 eBaymoters /eBbay Real Estate
Japan / Austria / France / Australia
1999 Canada / UK / Germany
1998
1997
1996
1995 Auctions (used/rare items)
Expand Categories Related Services Geos
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Amazon - driving transactions through its platforms
API
WS
Amazon Platform
(eCommerce Engine)
User
InternetUser
Fulfillment
Amazon Books Inventory
Inventory
Syndicated Stores – 72% of Units*Amazon Technology & Inventory (co-branded stores) e.g. Borders, Waldenbooks, CDNowMarketplace/Merchants@Amazon Webpages & 3rd Party InventoryMerchant.com Amazon Technology powering partners website (web hosting, fulfillment,and customer service)e.g. Target, Toys and Babies “R” Us, Office Depot
AffiliatesXML
140,000+ Amazon Web Services developers are creating AWS-powered businesses and solutions.
Amazon offers a shopping cart and
personalization functionality.
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Amazon market expansion
2006Grocery Store
S3 Storage Service /Media Gateway /
Print on Demand Books /Amazon Prime
2005 A9.com Maps
2004 Beauty
2003 Gourmet Food / Sports / Jewelry / Healthcare
2002 Office Products / Apparel Merchants@ / Europe Marketplaces
Amazon Web Services
2001 Magazines / Travel / Software Download
2000 Foreign Books / Kitchen / Housewares / Handcrafted goods / Tools & Equipment
Marketplaces New-Car buying service / Amazon.com NextCard Visa
1999 Video Games / Electronics /Toys / Baby Supplies
eShops /Auctions
Electronic Greeting Cards / Alexa's services (website traffic info, statistics)
1998 Music/DVDs
1997
1996
1995 Books
Expanded Categories 3rd Party Sellers Other Services
Expanding Amazon Store and Transforming Amazon to a global mall
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Web-Ex
0
5,000
10,000
15,000
20,000
25,000
2002 2003 2004 2005
Subscriber Growth
Revenue ($M)
140
189
249
308
$0
$50
$100
$150
$200
$250
$300
$350
2002 2003 2004 2005WebEx publicly reported approximate customer and subscriber figures
64% Market share in Web conferencing50,000 online meetings a day from 23,000 customersExtending….
Online sales products, remote training, online eventsOnline IT support Online small business tools for online:
Documents sharing Group scheduling Database managementWord processingDatabase
Online meetings now only represent 35% of revenueOpen speculation they are an acquisition candidate.
Oracle and Microsoft are considered suitors
SpreadsheetsCalendarsEmailInstant messagingVoice and video collaboration
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
Source: Internet Research; Team Analysis
Myspace.comConsumer social networking website
InnocentiveR&D contracting network
#1 ranked website in terms of US Internet visits, beating Yahoo! Mail and Google
Over 90 million community members Acquired by Rupert Murdoch in 05 for $580M
A marketplace for independent researchers to contract on R&D engagements
Connect seekers (posing R&D challenges) and solvers (solving R&D problems)
Used by Boeing, 3M, Pfizer and others
Social Networks are increasingly appearing in public space
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IBM Comms
Where is Web 2.0? | October, 2006 | © 2006 IBM Corporation
About Grand Central - Web services value-added network (VAN) firm
Despite innovative technology and the promise of Web services, Grand Central Communications (founded in 1999) failed to achieve critical mass in the industry.
Grand Central was the first vendor to offer a Web-services-centric form of integration as a service, and its innovative approach to self-provisioning was the first in the industry to delegate a wide range of business-to-business (B2B) integration provisioning tasks directly to its users.
In 2004, Gartner rated Grand Central strongly on its vision for the future of hosted integration services, but was rated it less positively on ability to execute, because of concerns that it was having difficulty attracting a critical mass of users on its network
On 10 November 2005, Grand Central Communications ceased operations.
– It did not have an applications to drive the platform
Requirements
Volumes
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