Download - Michael Karasick - Web 2.0 Innovation
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Web 2.0: Let’s Talk About Business
Michael Karasick, PhDDirector, Lotus Development
IBM China Software Development LaboratoryBeijing, China
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Outline Web 2.0 According to Tim O'Reilly Engaging with Your Users Mashups Take Away's
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From Tim O’Reilly [2007]Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them. (This is what I've elsewhere called "harnessing collective intelligence.")
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1) What is Web 2.0 [From Tim O’Reilly 2007]
Technology: How successful businessmodels harness the Internet
Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them. (This is what I've elsewhere called "harnessing collective intelligence.")
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2) Engaging with your Users [From Tim O'Reilly 2007]
Don't treat software as an artifact, but as a process of engagement with your users. ("The perpetual beta")
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An Example: Lotus Symphony (not a perpetual beta…)
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An Example: Lotus Symphony (not a perpetual beta…)
Beta Every 8-12 WeeksCommunity WebsiteRespond to the community•Fix bugs that users care about•Prioritize Feature RequestsFill the Pipeline before GA•750K Downloads in 7 months
Frequency: When it “makes sense”●Every 8-12 Weeks
Engaging with your users:●Community Website
Respond to the community● 326,000 accesses and 3,800 posts● Fix “User-encountered” bugs first●Prioritize Feature Requests
Fill the Pipeline before GA●750K Downloads in 7 months
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Innovation Collaboration Networking
IBM Institute for Business Value, CEO Study, 2006
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Beta Every 8-12 WeeksCommunity WebsiteRespond to the community•Fix bugs that users care about•Prioritize Feature Requests
•75% of CEOS: Collaboration Important to Innovation•Top sources of innovation were employees, business partners and customers
Innovation Collaboration Networking
IBM Institute for Business Value, CEO Study, 2006
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Connect to undiscovered information & experts
Discover new relationships
Execute better business decisions
Why Should You Care?
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Network Between current and future business leaders
19% of the entire American workforce holding executive, administrative and managerial positions will retire in the next five years
Source: Beazley, et. al, Continuity Management, Mackay, Alan. “Mature Age Workers: Sustaining Out Future Labor Force.” An Ageless Workforce - Opportunit ies for Business' Symposium Conference Paper. August 27, 2003. www.ageing.health.gov.au/ofoa/wllplan/aawpapers.htm, Time to act quickly on aging.” The Japan Times Online. August 23, 2002 www.japantimes.co.jp/cgi-bin/getarticle.pl5?ed20020823a1.htm, A. Paulli, “Pension systems and gradual retirement in Italy”, September 2000, p.17
In the year 2000, there were more people receiving pensions in Italy than people working (22 versus 21 million)
Within the next seven years, 33 million people in Japan (26% of the population) will be over 65 years old
By 2016, the number of individuals aged 60-64 in Australia is expected to almost double
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IBM Software Development: Networking is an Imperative
Canada Toronto,Ottawa ,Montreal,
Victoria ,StainesHursley
Haifa ChinaBeijing
ShanghaiTokyo
Taiwan
Paris
Rochester, MNBoulder Denver
Lenexa,KATucsonPheonixAustinDallas
Portsmouth,NHLowel
Lexington,MAWestborough
Westford Cambridge
PoughkeepsieSomersNY, NY
Dublin
Boeblingen
India Bangalore
PuneHyderabadGurgaon
Cairo Rome
Gold Coast Sydney Canberra
FairfaxRaleigh
CharlotteLexington, KY
Atlanta Boca Raton Perth
Krakow
BeavertonSeattle
Menlo ParkBurlingameCupertino
San FranciscoSVL/San JoseAgoura HillsEl SegundoCosta MesaLas Vegas
S. Korea
Kuala Lampur
Time Zones Matter: Asynchronous Networking is about Knowledge capture and resue
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Internal Social Networking at IBM
Holds over 514,000 profiles and is the hub of user requests & all applications authentication for IBM.
Home of over 364,351 bookmarks with 917,562 tags. Serving a contributor population of 11,597, with enterprise search access to all IBMers.
Houses 361 public communities, 154 private communities with over 3,800 unique members.
Enables ad hoc collaboration with over 29,735 active activitiesfor 56,633 users.
Hosts 10,847 weblogs, 89,682 entries with 37,349 users and 18,758 tags. Used by IBMers as a source of idea and information sharing.
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External Social Networking at IBM
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One to Watch:Social Networking Meets Gaming ... Finally
•Sharing entities between users
•Buddies, Interests, Tagging, Subscriptions, Rating, ……
Sporecasts
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3) I Have Yet To Understand This... [From Tim O'Reilly 2007]
Don't think of applications that reside on either client or server, but build applications that reside in the space between devices. ("Software above the level of a single device")
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4) Make Money the “Right Way” [From Tim O'Reilly 2007]
Remember that in a network environment, open APIs and standard protocols win, but this doesn't mean that the idea of competitive advantage goes away. (Clayton Christensen: "The law of conservation of attractive profits")
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An Example from IBM Portfolio: Open Standards Rule
Social Networking
HTML/PHP
Documents
Feeds
Google Gadgets
Remote Portlets
REST Services
Clients
role-based
composite applications
in context
process-driven
IBM WebSphere Portal
Web
Produce and ConsumePortlets
Services
Web Content Mgmt
Web Services
Mobile Devices
Expeditor
REST
Value Of Being Open
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5) Mashups [From Tim O'Reilley 2007]
Open your data and services for re-use by others, and re-use the data and services of others whenever possible. ("Small pieces loosely joined")
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Mashup Market
20071 2008 2009 2010 2011 2012 20130
50100150200250300350400450500550600650700
Size of Mashup Market
EnterpriseExternal
$32M
$650M
Source: Forrester, “Global Enterprise Web 2.0 Market Forecast: 2007 To 2013”
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Efficiency is the Main Driver of Mashup Use in Enterprises
“What do you think will be the one most important driver behind this trend [of convergence of content management, collaboration, portal, and office productivity]?”
IT Consolidation and Cost ReductionBusiness Process Im,provementsUser RequirementsCompliance Requirements
Vendors Strategy and Product DirectionsOther
Source: February 2007 US And UK Information Workplace Online SurveySource: February 2007 US And UK Information Workplace Online Survey
(Survey of 260 IT decision-makers)
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Situational Applications, Spreadsheets, and Mashups Creating MashupsWidgets and Feeds (Data Service Providers)Mashup Platforms (IT Platform Vendors)Easy User Experience for Widget Creation (Tooling Vendors)
First Situational Application Construction in the Hands of the UserTransparent Migration of Web 2.0 Capabilities into IT platforms ~
Portals
Business ProcessesToday: Subject-Matter-Expert-Owned spreadsheetsComing: Subject-Matter-Owned mashups
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Challenge #1
Mashups today look like:We all understand “position”
Well-understood and agreed-to “business coordinates”VCARDVCALStock Ticker SymbolsBusiness Process Taxonomies ....
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Create a Date Using a Mashup (for a Telco)
I want to invite Jane to watch a movie
Put the pre-view video of the movie, together with message
Put some photos to recall the last party I went to with Jane…
Put a map to give instruction for where the theater is and how to
get there…
Share the movie by publishing to the social network, or send it
through IM…
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Create a Date Using a Mashup (for a Telco)
I want to invite Jane to watch a movie
Put the pre-view video of the movie, together with message
Put some photos to recall the last party I went to with Jane…
Put a map to give instruction for where the theater is and how to
get there…
Share the movie by publishing to the social network, or send it
through IM…
Create An Initial Business Contact Using a Mashup
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Challenge #2: Dealing With ComplexityWhat is the problem? Developers are not always IT experts Developers must manually search for the appropriate feeds/services Developers must manually link services/feeds into a mashupWire Mashups Together“Join” Feeds in order to create appropriate Mashup Arguments Organization Feed || Salary Feed
Thousands of available services/feeds No semantics about the available services/feeds No information about the services (e.g., reliability, popularity…)
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“Mashup Advisor” Design-time Assistance A repository of mashups Relevant suggestions
What outputs can be generatedThe best plans to generate those outputs
System componentsOutput ranker (popularity-based ranking)Planner, which uses (uses semantic similarity and popularity).
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Challenge #3: Standards and Security ISV's add value by packaging applications as mashups
For Which Platform?Which Widget Specification?
Security models
Are REST Protocols Industrial enough?
Remember the Portal WarsPortal Platforms have consolidatedFocus is on applications, not the platform
For Mashups: Applications == “Data Services/Feeds and Widgets”
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6) “Data is the Intel Inside” [Tim O'Reilly, 2007]
Chief among the future sources of lock in and competitive advantage will be data, whether through increasing returns from user-generated data:eBay, Amazon reviews, audio, video, email/IM/phone traffic data, as soon as someone who owns a lot of that data figures out that's how to use it to enable social networking apps, GPS and other location data;through owning a namespace (Gracenote/CDDB, Network Solutions); or through proprietary file formats (Microsoft Office, iTunes). ("Data is the Intel Inside")
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Some Take-aways Web 2.0 is Really About PeopleSocial Networking and Comunity-Based Development Foster Rapid Innovation
Mashups “Democratize” the process of creating situational applications
The Mashup Market will consolidateTechnology and Chaos followed byFragmentation followed byConsolidation
Forrester: This will take 5 yearsOur Challenge is to get there sooner
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Questions?