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?

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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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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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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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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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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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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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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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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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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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Agenda

What is Web 2.0?




Why we should care?

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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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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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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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Agenda

What is Web 2.0?




Why we should care?

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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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Web Platforms (Examples)

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Agenda

What is Web 2.0?




Why we should care?

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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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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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Becoming the trusted partner to the Web

Customer

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Agenda

What is Web 2.0?




Why we should care?

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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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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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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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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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The Future

t h

e

f u

t u

r

e

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“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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“Telcos – be afraid, be very, very afraid. Like the dinosaurs your time may be coming to an end.”

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“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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With acknowledgement to: Paul Ford

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Back Up

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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