1. Copyright, 2006-07 1 Web 2.0 – Tsunami or Mirage Roger Clarke Xamax Consultancy Pty Ltd, Canberra Visiting Professor, ANU, UNSW, Uni HK http://www.anu.edu.au/people/Roger.Clarke/....../EC/Web2C-ANU070730{.html,.ppt} ANU DCS – 30 July 2007

2. Copyright, 2006-07 2 Web 2.0 Agenda Why? Web 1.0 Three Views of Web 2.0 The Marketer / Neo Dot.com Movement The Technical View The Communitarian View

3. Copyright, 2006-07 3 Why? Little 'serious' literature evident yet CIOs and management are 'flying blind' and falling victim to supplier hype So: Document interpretations Is it empty marketing-speak (Mirage)? Is it revolutionary change (Tsunami)?

4. Copyright, 2006-07 4 The Web... or Web 1.0 1991-Static HTML 1992-Ways to Discover a Web-Page 1994- HTML customised 'on the fly', using database extracts 1996-Markup; and Display Control 1995-Means to Manipulate Data, Display 1996-'Dynamic HTML' 2003-Web Services

5. Copyright, 2006-07 5 Mature Web 1.0 Means to Manipulate Data and Displays Client-Side Processing Cookies Javascript / ECMAScript Plug-ins, esp. Flash, Acrobat, QuickTime Java (with sandbox) ActiveX/.NET (without!??) Server-Side Processing Customised HTML e.g. Apache SSI, MS ASP, PHP,... Web-Forms State Maintenance CGI Scripts eCommerce Web- Servers

6. Copyright, 2006-07 6 Late Web 1.0 Web Service Architecture

7. Copyright, 2006-07 7 Web 2.0 – by Marketing Cliché A way of thought, rather than a technology: The world has changed (get with it) Loosen up (you cant control) Open up (you cant stay closed) Be accessible (not just web-browsers) Involve (get users on the inside) Mutate (continuous improvement / gamma; or is that just an excuse for permanent beta?) Web 2.0 Conferences (now 'Summits') Oct 04, Oct 05, Nov 06, Apr 07, Nov 07

8. Copyright, 2006-07 8 'The Long Tail' Conventional Business Models: Recognise the 80-20 Pattern Avoid high-cost / low-volume business Digital-Era Business Models: Exploit low-cost / low-volume business Brynjolfsson (2003) in Mngt Sci. Anderson (2004, 2006) in Wired and airports Amazon, Apple iTunes

9. Copyright, 2006-07 9 Web 1.0 Web 2.0 DoubleClick Google AdSense Ofoto Flickr Akamai BitTorrent (mp3.com iTunes) (Napster, FastTrackBitTorrent) Britannica Online Wikipedia personal websites web-blogs / blogs page views cost per click publishing participation content mngt systemswikis directories (taxonomy)tagging (folksonomy) stickinesssyndication After OReilly (2005) "The Sense of Web 2.0 by Example

10. Copyright, 2006-07 10 Web 2.0 – by Features Content Syndication Advertising Syndication Storage Syndication The 'Architecture of Participation'

11. Copyright, 2006-07 11 Syndication Originally, a syndicate was a group of investors, cf. a joint venture More recently, a means of distribution esp. of media material e.g. sports photos, cartoons, and opinions by commentators Recently, arrangements by which a party that originates content (a) licenses others to utilise it, and (b) facilitates dissemination of copies of it, and of metadata about it

12. Copyright, 2006-07 12 Content Syndication Posts to Usenet News, Fora, eMail-Lists Personalised eNewspapers (originally by fax, then email,...) eMail Notification when a web-page changes Mirrors of web-page content Web-Logs / Blogs 'Who I'm Reading' feature of blogs 'Feeds' of recently-published headlines & URLs using XML/RDF-based RSS and Atom

13. Copyright, 2006-07 13 Defining Aphorisms of Cyberspac e The New Yorker 5 July 1993

14. Copyright, 2006-07 14 Prof. Dr. Miriam Merkel

15. Copyright, 2006-07 15 Content Syndication Categories of Content Text Image Sound esp. Music 'Multi-Media' esp. Video with synch'd Sound

16. Copyright, 2006-07 16 Content Syndication Categories of Content Text Image Sound esp. Music 'Multi-Media' esp. Video with synch'd Sound Good Bad Indifferent Opinion Information News Entertainment Education Paid Gratis Nicked

17. Copyright, 2006-07 17 Advertising Syndication From Pay-per-ad (per insert/appearance) To 'Pay-per-click (per click on an ad): Advertisers use metadata (keywords) to indicate what the ad is about They do pay to use a keyword They dont pay for an ad display They do pay when someone clicks on it Overture (2001) Google AdWords

18. Copyright, 2006-07 18 Maturation of Pay-per-Click 1.Web-sites that attract large visit-counts (relatively small numbers) 2.Web-sites with much smaller visit-counts (vast numbers) through Affiliation Theoretical basis: the 'long tail' dictum Practical application: Google AdSense

19. Copyright, 2006-07 19 Advertising Industry View Page-Owners make space on their pages available to Advertising Intermediaries (AIs) Page-Owners provide data to AIs so that AIs can select the most relevant ads to display (and/or the highest-paying ads...) Page-Owners provide data to the AI that enables the delivery of the ads into the reserved space in the requestor's browser-window (requestors IP-address) AIs can target ads into diverse communities

20. Copyright, 2006-07 20 Consumer View The AI pushes a transaction to the user, even though the user made no request to it The AI can include in the payload any available device, e.g. active code, web-bugs The AI can place non-consensual, long-term cookies on the unsuspecting requestor's device – in defiance of IETF RFCs 2964-65 If the user clicks on an ad, a substantial set of interlocking data becomes available to the AI (incl. cookie-contents, the IP-address, and associations with the original request)

21. Copyright, 2006-07 21 Storage Syndication From Client-Server architecture To Peer-to-peer (P2P) architecture Napster in 1998 Kazaa/FastTrack in 2001 eDonkey/Gnutella in 2003 BitTorrent in 2005... Distributed Catalogues Distributed Repositories

22. Copyright, 2006-07 22 P2P Differentiated from Client-Server

23. Copyright, 2006-07 23 P2P Supports Many Payloads, incl. Ads P2P applications: Music Software Images News Video Virus Signatures Provision of repository-space is consensual but how could the user ever really know? The Business Model for commercial P2P has been ad-based from the very beginning The ads are stored on users devices, and disseminated from users devices

24. Copyright, 2006-07 24 'The Architecture of Participation' aka Harnessing Collective Intelligence and The Surging Wisdom of Crowds Self-Publishing / 'Vanity Press' Now called Content Syndication Collaborative Publishing: cf. CSCW – shared text-documents Wikis generally, esp. Wikipedia Free-Text Metadata: folksonomy', tags, tag-clouds

25. Copyright, 2006-07 25 Tag Cloud for Web 2.0 http://en.wikipedia.org/wiki/Tag_clouds c. 21 Mar 2007

26. Copyright, 2006-07 26 Tag Cloud for Web 2.0 http://www.andybudd.com/presentations/dcontruct05/images/meme3.jpg c. 12 November 2005

27. Copyright, 2006-07 27 'The Architecture of Participation' Benefits for Business Affiliated Advertising Space Raw Material for Data Mining, esp. by Google Training Ground for Contributors People are lured into providing gratis services in pseudo-community environments, e.g. Amazon book reviews product reviews product FAQs, which are written and maintained by unpaid volunteers rather than as a supplier support service

28. Copyright, 2006-07 28 Web 2.0 – The Technical Perspective Additional Facilities: Mixing Mash-ups – more or less ad hoc combination of content from multiple sources e.g. maps and descriptive data 'Lightweight Programming Models' – a reaction against over-blown Web Services

29. Copyright, 2006-07 29 Lightweight Programming – AJAX 'Asynchronous JavaScript and XML' A Successor to the vague Dynamic HTML Applies well-established tools: (X)HTML/CSS -> XML, JavaScript/ECMAScript Utilises the XMLHttpRequest Method of HTTP in particular to enable partial-window-refresh Involves an 'Ajax engine' within the browser, which intercepts and processes user- requests and server-responses

30. Copyright, 2006-07 30 AJAX Features Server-side control over user interface, esp. to overcome the frequent blank-screen experience Proprietary features in MSIE have defeated the Web. With AJAX, a single application can/could work consistently on all client-platforms. So the Webs original universality is recovered (maybe only briefly) Corporate View: Server-side control over consumer device, data Consumer View: Subversion of the concept of the Web Hijack of the functions of the browser

31. Copyright, 2006-07 31 Architecture of Participation? of Exploitation? The Web era has seen continual attempts to expropriate communitarian effort, and 'monetise' it: "There will be billboards along the Information Superhighway" (Kelly 1994) Proprietisation of Internet Spaces (CompuServe, AOL, Apple eWorld, many M$ failures, 1995-96) 'Web-Casting' (1997) 'Info-mediaries' (Hagel & Armstrong 1997) Portals (1998-) Consumer Profiling (1999-) –––– The Dot.Com Implosion (2000-05) –––– will we ever see 'mass micro-marketing', 'mass customisation', 'one to one' consumer marketing?

32. Copyright, 2006-07 32 The Communitarian Perspective: An Architecture of Collaboration? Wikipedia a reference repository collaborative authorship Flickr: a photo repository free-text meta-tags hence a folksonomy (cf. taxonomy) hence tag-clouds (word-size in display proportional to frequency) Del.icio.us: a bookmark repository with free-text meta- tags on to folksonomy and tag-clouds YouTube: a video repository on to......

33. Copyright, 2006-07 33 What Role in Web 2.0 for Social Networking Services ? ? Plaxo... LinkedIn...

34. Copyright, 2006-07 34 What Role in Web 2.0 for Virtual Worlds? Board-games? MUD (Multi-User Dungeon) Trubshaw, Essex University, UK, 1979 Cyberspace Gibsons Neuromancer, 1983-84 The MetaVerse Stephensons Snowcrash, 1992 SecondLife Rosedale, Linden Labs, 1999...

35. Copyright, 2006-07 35 Three Views of Web 2.0 The Marketer / Neo Dot.com Movement incl. 3 or 4 dimensions of 'syndication' Make money by co-opting collaboration The Technical Get inside users devices and do things The Communitarian Collaborate

36. Copyright, 2006-07 36 A Very Few References Worth Reading The OReilly Article (30 Sep 2005): http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html The Wikipedia Entry: http://en.wikipedia.org/wiki/Web_2 but see also entries on specific topics (Flickr, Tag Clouds, etc.) Bill Higgins on Ajax and REST (2 Oct 2006): http://www-128.ibm.com/developerworks/xml/library/wa-ajaxarch/ Chris McEvoys Why Ajax Sucks (Dec 2005): http://www.usabilityviews.com/ajaxsucks.html David Bests Web 2.0 (11 Jan 2006): http://page.mi.fu-berlin.de/~best/uni/WIS/Web2.pdf For lots of Vacuity, see the Web 2.0 Summits: http://conferences.oreillynet.com/pub/w/49/schedule.html