widget ecosystem & economy
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Widget Ecosystem and Economy
March 28, 2008
Jo, SanKu
TFT @ KT
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Contents
I. Background
II. What is Widget?
III. Widget Usage
IV. Widget & Personalization
V. Open Ecosystem & Widget
Economy
VI. Summary
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Widget
New Story of WebWild Widgety World
Webpage vs. Widget
Distributed Web
Dynamic Web
Open Ecosystem
Widget Economy
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Background
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One WayLimited Contents: Short HeadCentralized
ClosedProvider Centric
Two WaysUnlimited Contents: + LongtaiDistributed
OpenUser Centric
Decentralization & Atomization
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Media: Mass Media -> Me Media , We Media
Content: Web Site -> Page -> Micro Content
Convergence and Divergence
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Portable Web
Distributed Web
Remixed Web
Programmable Web
Dion Hinchcliffe
Widget
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CreatorSynthesizerMash-upper
EditorAggregatorDistributorConsumer
Me As MEdia
GoogleTechnorati
Blog
http://www.youtube.com/ -
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Dion Hinchcliffe
Widget
Publishing2.0
Do-It-Yourself
Engagement
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Personalized Web
Service Finds You
HTTP RSS
People to Services Services to You
Widget
http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1 -
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Seamless Experience on Multi Devices
Widget
Services Multi Devices
http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1 -
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Viral Marketing and Network Effect
http://www.youtube.com/ -
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WidgetsBadges
Gadgets
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Widgets Highly interactive micro-applications Widgets as a new way to reach a dispersed
audience on millions of other sites across theWeb: widgetized web
Offer users a rich media experience and a high
level of engagement Simple and ease of consumption and distribution Easy sharing makes for viral distribution Interoperability on more devices and Seamless
User Experience Business models: driving site traffic, content
consumption, advertising Slide.com now reaches an audience of more than
134 M through its widgets
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Widget Types
Desktop
Web
Personal Web Widgets Public Widgets
Mobile Physical Widget Station
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Desktop Widgets
Mac Dashboard Widgets MS Vista Sidebar Gadgets
Linux Widgets
Google Desktop Gadgets
Yahoo! Widgets
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Nokia WidSets
300 Mobile Phone Models
4,500 Widgets
Webwag.com, Zenzui
Mobile Widgets
in the U.S. marketing spending on mobile widgets will reach [US]$500 millio
n by 2010, up from about $2 million [inMarch 2007] [BusinessWeek]
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Widgets are a Natural Fit for Mobile Devices
Use less bandwidth than typical browsing
Browsing not easy; usually need some select
service fast; touch screen
Always running/instant on
Emerging Standards/Technologies: Mobile
Flash and Flash Lite, Java ME and JavaFX
Mobile, Mojax
PDA platforms (Palm, Windows Mobile)
Fring, ZenZui, BluePulse, Mobio, Widset, Mob
ile Distellery/Celsius, Opera, iPhone
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Widget Station
WidgetStation
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Widget StationPersonal Internet PlayerOpen Source Hardware
Design + Simple + Internet + Widget + Toy + Private
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sports buddy friend connection
a better wake-up music station (powers + streams)
+ photo sharing, video mash-ups, multimedia messaging, games, gossip, news
SoIP lifestyle
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Key Design Considerations
Scalability
Cost-Effectiveness
Reliability
Exploitation by others
Global reach
Security
Ease of Consumption
Leveraging Network Effects
End User Motivation
Dion Hinchcliffe
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Widget Engine Architecture
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Widget Usage
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Widget Usage
Digital Content Distribution Made Easy
Advertising
Social Widget
Enterprise Widget Personalized Web
Website or Personal Profile Enhancement
Self-Expression and Publishing 2.0 Site Functionality Enhancement
Mash-ups and Deep Integration
Revenue Generation
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Current State of the Widget
Nearly every Web 2.0 company includes a user-distributed widget in their viral-marketing strategy.
Large brands are beginning to build widgets for brand
expansion into social networks and personal pages. Widget-only companies are being funded and launched
(slide, rockyou, etc).
Widgets have become so popular widget-aggregators
have begun to launch
Alok Bhardwaj, HiddenReflex
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Widget Ranking
http://marksilva.wordpress.com/2007/09/25/widgets-vs-ad-networks-rankings/Based on comScore Widget Metrix June 2007
Total Unique
Visitors (000) % Reach
Total Internet : Total Audience 178,839 100.0
Top 100 Properties N/A N/A
1 [P] Yahoo! Sites 133,093 74.4
2 [P] Google Sites 123,601 69.1
3 [P] Time Warner Network 123,379 69.0
4 [P] Microsoft Sites 116,824 65.3
All Widgets 87,098 48.7%
5 [P] Fox Interactive Media 83,598 46.7
6 [P] eBay 81,224 45.4Slide.com 53,613 30.0%
7 [P] Amazon Sites 53,285 29.8%
8 [P] Ask Network 52,600 29.4
RockYou 50,453 28%
9 [P] Wikipedia Sites 47,031 26.3
10 [P] Apple Inc. 44,114 24.7
11 [P] New York Times Digital 42,718 23.9
12 [P] Viacom Digital 42,212 23.6
13 [P] Weather Channel, The 39,865 22.3
14 [P] Adobe Sites 36,441 20.415 [P] CNET Networks 31,023 17.3
16 [P] Gorilla Nation 30,721 17.2
17 [P] AT&T, Inc. 29,992 16.8
18 [P] Target Corporation 28,323 15.8
19 [P] Expedia Inc 28,238 15.8
20 [P] FACEBOOK.COM 27,965 15.6
Items 1 to 100Total Unique
Visitors (000) % Reach
Total Internet : Total Audience 778,310 100.0
Top 100 Properties N/A N/A
1 [P] Google Sites 544,783 70.0
2 [P] Microsoft Sites 529,156 68.0
3 [P] Yahoo! Sites 471,924 60.6
4 [P] Time Warner Network 266,368 34.2
5 [P] eBay 264,732 34.0
All Widgets 239,327 0.31
6 [P] Wikipedia Sites 208,120 26.77 [P] Fox Interactive Media 163,546 21.0
8 [P] Amazon Sites 145,947 18.8
Slide 134,046 0.17
9 [P] Apple Inc. 123,554 15.9
10 [P] Adobe Sites 121,966 15.7
11 [P] CNET Networks 116,579 15.0
12 [P] Ask Network 115,655 14.9
RockYou 101,028 0.13
13 [P] Viacom Digital 88,655 11.4
14 [P] Lycos Sites 77,518 10.015 [P] The Mozilla Organization 70,851 9.1
16 [P] Gorilla Nation 67,789 8.7
17 [P] New York Times Digital 66,230 8.5
18 [P] Terra Networks 63,021 8.1
19 [P] TENCENT Inc. 61,970 8.0
20 [P] France Telecom 60,847 7.8
Items 1 to 100
World Wide USA June 2007
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Showcase Random House
books everywhere online
Market the Random
House brand
Let users preview books
Let users buy books
Spread the widget virally
The Random House Book Widget
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The YouTube Widget (Badge)
Highly viral with excellent end
user motivation
Uses the Web as a content
billboard
Consistently drives user
growth, video views, and traffic
back to the site
Didnt take the users
intelligence for granted
video
Dion Hinchcliffe
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Widget Ads
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Social Widget
Wid t U A S i l N t k U
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Widget Users Are Social Network Users
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Enterprise Widget (SAP)
2007: year of the Widget?
[Newsweek]
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Widget & Personalization
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Services
Contents
Business
Value & Attention
Widget & PersonalizationYouNiverseParticipate, Linked, and Empowered
http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1 -
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Widget and Personalization
(webwag.com)
http://www.yozmn.com/http://www.pcodi.com/ -
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Your Attention OnlyAt Your Home
Tariq Krim, CEO
Our digital life isgrowing out of controlFocus your attentionon what you care
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Age of Personalization
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P li ti M k t Sh
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Personalization Market Share
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Open Web Ecosystem
Widget Economy
Widget Enabling New Open Web Ecosystem
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Users
AdvertisersPublishers
Ecosystem
g g p yBrining More Values with Network Effect
Open Web
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pPhilosophy, Policy, & Technology
Money
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Money
Driving visitors to your site with
network effects (Brand-
Extension/More Conversions)
Advertisement Widgets
Advertising-Supported Widgets
Selling Widgets (Premium Contents
and Products)
Widget Gallery, Search, Distribution
Widget Platform
Widget Ad Network
Widget Ecosystem and Widget Economy
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Widget
Creators(Platform)
Content &ApplicationProviders
UsersWidget Gallery
Advertisers
PC/Platform(Vista, Linux,Browder, Android)
Web(Blog, Personal Web)
Mobile
WidgetStation
Developers
Power Users
g y g y
DistributersWeb, Desktop, Mobile, Station
Widget Creators
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Widget Creators(Platform Providers with Widget Gallery)
define, design, develop, deploy
Widget Gallery
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Widget Gallery
Netvibes Widget Ecosystem
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WidgetCreators
Content &Application
Providers
Users
et bes dget cosysteBased on UWA(Universal Widget Architecture
Widget Gallery
Advertisers
UWA UWA
Environment(Terminals, Containers)
Netvibes Widget Ecosystem
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Netvibes Widget EcosystemBased on UWA
Chumby Widget Economy
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WidgetCreators
Content &ApplicationProviders
Users
Chumby Widget Economy
Widget Gallery
Advertisers
building and delivering your personal internet
Googles Strategy for Widget with Open Social
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g gy g pOpen Social is a common APIs forbuilding Social Application across many websites
Social Apps are normally
created in the same waythat Google Gadgets are
Googles Plan for
Widget Standardization
Easy development
Widget Ecosystem
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WidgetCreators
Content &ApplicationProviders
Users
PC/Platform(Vista, Linux,
Browder, Android)
Web(Blog, Personal Web)
SoIPWibro
IPTV
Mobile
Widget
Station
iPod/iPhone
Widget Ecosystem
Advertisers
Widget Gallery
Environment(Terminals, Containers)
Platform Providers
DevelopersPower Users
Content and Application Providers
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Communication, Personalization ,Syndication ,Visualization
Distributers
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Channels, Walled Gardens, Consumers
Terminals/Devices
Desktop, pda, mobile, web-enabled
Web2 0 vs Web0 2
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Web2.0 vs. Web0.2
Widget? New Web
http://images.google.co.kr/imgres?imgurl=http://mdxlab.com/wp-content/uploads/2006/09/cyworld.gif&imgrefurl=http://mdxlab.com/?cat=34&paged=2&h=66&w=132&sz=2&hl=ko&start=2&sig2=T3aOV2c09QmiAJ9dO9dXQw&um=1&tbnid=vmXKHbqi_YIyWM:&tbnh=46&tbnw=92&ei=9r-RR6v9H4f2iAGKh_0D&prev=/images?q=cyworld+logo&svnum=10&um=1&complete=1&hl=ko&lr=&newwindow=1http://images.google.co.kr/imgres?imgurl=http://img.reviewstar.net/image/paran_logo.gif&imgrefurl=http://www.reviewstar.net/main/main.php&h=53&w=155&sz=4&hl=ko&start=1&sig2=uJnnt2xPKK86rS9BKGztyQ&um=1&tbnid=FtLDZfBF2e_9HM:&tbnh=33&tbnw=97&ei=17-RR5L5EYz8igHpztX5Dw&prev=/images?q=paran+logo&svnum=10&um=1&complete=1&hl=ko&lr=&newwindow=1http://images.google.co.kr/imgres?imgurl=http://www3.ssu.ac.kr/mobile_ss/mobile_help/img/logo_nate.gif&imgrefurl=http://www3.ssu.ac.kr/mobile_ss/mobile_help/intro_mobile.htm&h=41&w=69&sz=3&hl=ko&start=4&sig2=uHoPjl4J77efs6h_tz4kQA&um=1&tbnid=14gVF-Zt07j2SM:&tbnh=40&tbnw=68&ei=sL-RR-iUJoPOigHA_4wG&prev=/images?q=skt+nate+logo&svnum=10&um=1&complete=1&hl=ko&lr=&newwindow=1http://images.google.co.kr/imgres?imgurl=http://content.answers.com/main/content/wp/en/thumb/5/5b/250px-Daum_logo.png&imgrefurl=http://www.answers.com/topic/daum&h=91&w=250&sz=9&hl=ko&start=2&sig2=Lao8kwhls9nmlXiE7dv2fA&um=1&tbnid=9mtALCEHgd4XnM:&tbnh=40&tbnw=111&ei=gr-RR_DPM5CeiwHw1Iz9Dw&prev=/images?q=daum++logo&svnum=10&um=1&complete=1&hl=ko&lr=&newwindow=1 -
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What is Next?
When?
Widget? New Web
X X ?
Widget as Open Ecosystem Enabler
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g p y
To Bring the Vitality of Innovation to Korea
Market Size
+70%
+30%
Widget Economy Changing Value Chain
http://images.google.co.kr/imgres?imgurl=http://content.answers.com/main/content/wp/en/thumb/5/5b/250px-Daum_logo.png&imgrefurl=http://www.answers.com/topic/daum&h=91&w=250&sz=9&hl=ko&start=2&sig2=Lao8kwhls9nmlXiE7dv2fA&um=1&tbnid=9mtALCEHgd4XnM:&tbnh=40&tbnw=111&ei=gr-RR_DPM5CeiwHw1Iz9Dw&prev=/images?q=daum++logo&svnum=10&um=1&complete=1&hl=ko&lr=&newwindow=1http://images.google.co.kr/imgres?imgurl=http://content.answers.com/main/content/wp/en/thumb/5/5b/250px-Daum_logo.png&imgrefurl=http://www.answers.com/topic/daum&h=91&w=250&sz=9&hl=ko&start=2&sig2=Lao8kwhls9nmlXiE7dv2fA&um=1&tbnid=9mtALCEHgd4XnM:&tbnh=40&tbnw=111&ei=gr-RR_DPM5CeiwHw1Iz9Dw&prev=/images?q=daum++logo&svnum=10&um=1&complete=1&hl=ko&lr=&newwindow=1http://www.naver.com/r/t?wwwhttp://www.naver.com/r/t?www -
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1. CP Web Site Access
2. Sticky Syndication of All Contents, Centralized
Access & Read
Access & Read/Write
3. Light Syndication of Micro Contents, Distributed
Feed & Read/Write
Personalization
Widget
Early Internet : Web site, HTTP, Contents Providers
Web1.0 Service Providers: Web page, HTTP, Portal
Web2.0 People Cetric: Micro Contents, RSS, Widget, Personalization
http
http
RSS
1
2
3
Widget Economy Changing Value Chain
http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1http://images.google.com/imgres?imgurl=http://www2.sekisat.com/data/sat_channel/images/334/logo&imgrefurl=http://www.sekisat.com/satellite/index.php?path=channel_view&no=1481&&h=224&w=244&sz=22&hl=ko&start=3&sig2=FKqmp7mUmeysR8me6eMumQ&um=1&tbnid=QjY0Z5wfH_30sM:&tbnh=101&tbnw=110&ei=_246R8X9NpbCiwH7yPiCBg&prev=/images?q=ytn+logo&svnum=10&um=1&hl=ko&rls=com.microsoft:en-UShttp://images.google.com/imgres?imgurl=http://www2.sekisat.com/data/sat_channel/images/334/logo&imgrefurl=http://www.sekisat.com/satellite/index.php?path=channel_view&no=1481&&h=224&w=244&sz=22&hl=ko&start=3&sig2=FKqmp7mUmeysR8me6eMumQ&um=1&tbnid=QjY0Z5wfH_30sM:&tbnh=101&tbnw=110&ei=_246R8X9NpbCiwH7yPiCBg&prev=/images?q=ytn+logo&svnum=10&um=1&hl=ko&rls=com.microsoft:en-UShttp://www.chosun.com/http://www.chosun.com/http://images.google.com/imgres?imgurl=http://www2.sekisat.com/data/sat_channel/images/334/logo&imgrefurl=http://www.sekisat.com/satellite/index.php?path=channel_view&no=1481&&h=224&w=244&sz=22&hl=ko&start=3&sig2=FKqmp7mUmeysR8me6eMumQ&um=1&tbnid=QjY0Z5wfH_30sM:&tbnh=101&tbnw=110&ei=_246R8X9NpbCiwH7yPiCBg&prev=/images?q=ytn+logo&svnum=10&um=1&hl=ko&rls=com.microsoft:en-UShttp://wrd.naver.com/rd.nhn?tb=www_07&id=1187069950http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1http://www.chosun.com/http://images.google.co.kr/imgres?imgurl=http://boardr.jukeon.com/files/fx/artist/images/140/55/5525.jpg&imgrefurl=http://mp3m.jukeon.com/artist_info.jo?artist_id=5525&h=140&w=140&sz=7&hl=ko&start=8&um=1&tbnid=pIGIbOjbJvXhwM:&tbnh=93&tbnw=93&prev=/images?q=%EB%B0%95%EC%A0%95%EC%95%84&svnum=10&um=1&hl=ko&lr=&newwindow=1 -
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Summary
The Future of Widget
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The Future of Widget
Easy User-Generated Widgets (UCW)
Evolution to High Performance RIDAs (Rich
Internet/Desktop Applications)
Cross-OS, Cross-Site, Web+Desktop Widgets
More Devices Supporting Widgets (Mobile, IPTV, PMP)
More Widget Stations
Widget Ad Networks
Real Money
Market Consolidation
Challenges: Mixed Design, Scalability, Uncertainty, Revenue
Models, Time to Market
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http://flickr.com/photos/67312258@N00/107158059/ -
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http://flickr.com/photos/67312258@N00/107158059/ -
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KT IS
PEOPLE