salim ismail, rss: the publish/subscribe model

Company Confidential

RSS: The Publish/Subscribe Model

WebContent2007 Salim Ismail

Keynote PresentationJune 2007

Copyright 2007Slide 2

Overview

Publish/Subscribe (Internet 3.0)-Definition - examples

- technology underpinning

Consumer Enterprise

Event-DrivenWeb 2.0 = Internet 3.0

Business Models


Publishing…

The voluntary dissemination of data to anyone who wants it

Consumer Enterprise

Blogs

Intranets

RSS and ATOMFeeds

ERP Reporting Systems

Wikis

CMS

UGC

XMLPublishingSystems


Tag Cloud


Web 2.0 – led by Blogs

• Blogs exploding in use– With the rise of the web in the 90s, we had millions of readers, but

relatively few publishers (e.g. CNN, CNet)– Now, due to the ease of publishing with blogs, we now also have

millions of publishers• 1m in 01/04, 10m in 01/05 and over 100m today

• A Syndication ecosystem has evolved– Ping servers, ping aggregators and blogging platforms all

collaborate to disseminate RSS and Atom updates

• Blogs now being ‘overtaken’– Bloggers: stratifying into self-publishing journalists– MySpace, FaceBook, Bebo et al covering the rest


A few companies betting on it…


Overview

Publish/Subscribe (Internet 3.0)-Definition - examples


Consumer Enterprise

Business Models

What is theTechnological Framework??


Web 2.0 = Internet 3.0™

We are increasingly watching…

80s Email

90s Web Browser

00s RSS Aggregator

Messaging

RequestResponse

PublishSubscribe

What’s youremail address?

Sending

What’s yourWebsite?

Searching

What’s yourFeed?

Watching

Information Exchange Patterns Evolution of the Internet


Watching vs. Searching

“I don’t read blogs—I read. Blogs are more searchable. Technorati and PubSubare more useful to me than Google.”

Syndication facilitates ‘watching’

Watching is different from Searching

Jonathan Schwartz, CEO, SUN


Example - Search

RelevantImmediateMaterial

Tell me whenever X happens

Prospective vs. Retrospective

WatchingListening C

over

age

Age

Archives

RetrospectiveSearch

(Google/Yahoo)

ProspectiveSearch


Now that we understand Publish/Subscribe

Syndication (Internet 3.0)-Definition - examples


Consumer Enterprise

Business Models


Blogs geared for text/HTML

• RSS is used as a wrapper for text and a syndication mechanism – Atom is another, more evolved syndication spec

A typical blogpost today contains anopinion or specificInformation(in text)


Implications of Syndication

BeforeUser fills form site stores data users search site


Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process

Web 2.0Web 1.0

Implications of Syndication

AfterUser fills form (publish) data is syndicated users get updates



Web 2.0Web 1.0

Aggregators

Blogs

RSS ReadersRSS Feeds

Closed Syndication or Branding

Browsers

Web PagesSearch Engines

Walled Garden

DBs

Internet Information Flows

Open Syndicationor Branding

Pings


Business Models – Internet 3.0

Publish(syndicate)

BlogsPhotosVideo

CGM

Subscribe

RSS readersCell phones

Web

Clients

Aggregate

Search EnginesSocial NetworksVertical Search

Tagging

Aggregators



Web 2.0Web 1.0

Blogs

AggregatorsRSS Feeds

Browsers

Web PagesSearch Engines

Walled Gardens

Newsgator

Bloglines

NetVibes

Firefox / Flock

SixApart

Edgeio

Blogger

WordPress

eBayMonster

AutoTrader

TechCrunch

CraigsList

InternetExplorer

Y!360

Internet Information Flows

Closed Syndication or Branding

Yahoo!Google

AOLMicrosoft

Pings

Open Syndicationor BrandingTechnorati

IceRocket

Weblogs.com

Ping-O-Matic


Business Models

Users/Advertising

Subscriptions

Data Mining


Overview

Syndication (Internet 3.0)-Definition - examples


Consumer Enterprise

Business Models


In Enterprises….

• Blogs currently being used in two ways:

– Knowledge Management inside the firewall

– Marketing/PR/CRM outside the enterprise

Blogs are text-based


Syndication in Enterprises

• Primary examples are:– Documentation – Reporting

• True syndication currently limited to departments – Data in silos– E.g. technical writing, finance

Syndication is an organizational issue


Internet 3.0 for Enterprises

Most business systems today are ‘data’ oriented• Databases• Data warehouses• Knowledge Management

BUT, businesses don’t run on data….

Businesses run on ‘events’• New customer• Price change• Delivery notice• Spec change


Implications for Businesses….

• Within the enterprise– Syndication of information ‘events’ as a paradigm will

take hold• Sales lead management• Internal announcements

• ‘Outside’ the enterprise– Low cost XML distribution (again, syndication)– Publish/syndicate information

• Price changes• Supply chain• Product announcements


Enterprise Bus Models – Internet 3.0

Publish(syndicate)

BusinessEvents

Subscribe

Exception handling

Aggregate

AnalysisRouting


Web 2.0 = Internet 3.0

Consumer• Open up the Hidden Web• Low cost to starting new business• VC models are threatened

Enterprises• Business systems become event-driven rather

than data-driven• Cost of deployment will drop dramatically• Implications for internal business structures


Conclusion

Web 2.0 = Internet 3.0

• Structured Data (XML) Syndication is starting to take hold

• Event-based (Publish/Subscribe)

• Participatory UX = consumer to consumer


Internet 3.0 – The Nervous System

The internet is evolving into a complex organism

Search is the memory

Syndication provides the basis for the nervous system

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