Network Computing Laboratory Web 2.0 & Google November 3, 2005 Jaesun Han NCLAB, Dept. of EECS, KAIST

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 2 Contents Web 2.0 What is Web 2.0? Seven Principles of Web 2.0 Google The Past and Current of Google Two Axes of Google Tech Googleplex Virtual Application Google and Competitors

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 3 Web 2.0 Meme Map

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 4 Seven Principles of Web The Web as Platform 2. Harnessing Collective Intelligence 3. Data is the Next Intel Inside 4. End of the Software Release Cycle 5. Lightweight Programming Models 6. Software Above the Level of a Single Device 7. Rich User Experiences

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 5 1. The Web as Platform Netscape vs. Google Software licensing and control over APIs vs. control over data The value of the software is proportional to the scale and dynamism of the data it helps to manage. DoubleClick vs. Google AdSense The long tail : the collective power of the small sites make up the bulk of the web’s content. Leverage customer-self service and algorithmic data management to reach out the entire web, to the edges and not just the center, to the long tail and not just the head. Akamai vs. BitTorrent The service automatically gets better, the more people use it.

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 6 2. Harnessing Collective Intelligence The Architecture of Participation Users add value It is an inclusive function to aggregate user data and build value as a side-effect of ordinary use of the application Network effects from user contributions are the key to market dominance in the Web 2.0 era Blogging and the Wisdom of Crowds RSS, Trackback, Web Syndication, New Aggregator Examples

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 7 3. Data is the Next Intel Inside Data is indeed the Intel Inside of famous services Google’s web crwal, Yahoo!’s directory, Amazon’s DB of products, MapQuest’s map DB, Napster’s distributed song DB … Extending original data for real competency Initial Map DBs (MapQuest, NavTeq) just own their original data Amazon enhances original book DB from ISBN registry In the Future, Battles between data suppliers and application vendors The race is on to own certain classes of core data Location, identity (PayPal, Amazon’s 1-click, Sxip), calendaring of public events (EVDB), product identifiers and namespacesEVDB User concerns about privacy, and owner’s rights to data The rise of proprietary DB will result in a Free Data movement Wikipedia, the Creative Commons

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 8 4. End of the Software Release Cycle Perpetual Beta Like open source dictum, “release early, release often” Gmail, Google Maps, Flickr, del.icio.us etc  a “Beta” logo for years Real time monitoring of user behavior Microsoft’s business model depends on everyone upgrading their computing environment every two to three years, while Goolge’s depends on everyone exploring what’s new in their computing environment every day Operations must become a core competency The software will cease to perform unless it is maintained on a daily basis Google’s system admin, networking, and load balancing are even more closely guarded secrets than their search algorithms Scripting languages such as Perl, Python, PHP, and now Ruby, play such a large role at web 2.0 companies

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 9 5. Lightweight Programming Models Simple pragmatism is substituted for ideal design Amazon’s web services REST (XML data over HTTP) (95% usage) > SOAP web services Mapping-related web services Google Maps (AJAX interface) > MapQuest, MS MapPoint, ESRI Innovation in Assembly Reuse existing services and data for creating value Housingmaps.comHousingmaps.com (Interactive housing search) = Google Maps + Craigslist Several significant lessons Support lightweight programming models that allow for loosely coupled systems Think syndication, not coordination e.g., RSS and REST-based web services Design for “hackability” and remixability e.g., browser’s “View Source”, RSS, AJAX “some rights reserved”

Korea Advanced Institute of Science and Technology Network Computing Laboratory | Software Above the Level of a Single Device Web 2.0 is no longer limited to the PC platform iTunes Seamlessly reach from the handheld device to a massive web back-end, with the PC acting as a local cache and control station iTunes and TiVo also show the other core principles of Web 2.0 Data management is the heart of their offering They are services, not packaged applications They show some budding use of collective intelligence In the Future, we will See many new services spanning multiple heterogeneous devices Real time traffic monitoring with cars’ reporting data Flash mobs and citizen journalism with phones’ reporting data

Korea Advanced Institute of Science and Technology Network Computing Laboratory | Rich User Experiences Rich user interfaces with PC-equivalent interactivity AJAX (Asynchronous JavaScript and XML) The collection of technologies standards-based presentation using XHTML and CSS; dynamic display and interaction using the Document Object Model; data interchange and manipulation using XML and XSLT; asynchronous data retrieval using XMLHttpRequest; and JavaScript binding everything together Gmail, Google Maps, Orkut, Google Suggest, Flickr, Naver SuggestGoogle SuggestNaver Suggest In the Future, We will See rich web reimplementations of PC applications Integrated communications client combining , IM, VoIP etc Web 2.0-style address book (armed with social networking) Web 2.0 word processor (with wiki-style collaborative editing) Web 2.0 enterprise apps (like Salesforce.com providing CRM online) The key is synergetic combination of rich interfaces and shared data

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 12 “The Web as Platform” Revisited The meaning of “Platform” Platform as the base on which services are developed and deployed Platform as the playground in which users talk with one another Platform as the point in which various devices are plugged Platform battle Previously, the clash is between a platform and an application Lotus vs. Excel, WordPerfect vs. Word, Netscape Navigator vs. Internet Explorer Now, battle between two platforms Windows Platform : massive installed base and tightly integrated operating system and APIs  control over programming Web 2.0 Platform : a system without an owner, tied together by a set of protocols, open standards and agreements for coorperation Communication-oriented systems require interoperability  Unless a vendor can control both ends of every interaction, the possibilities of user lock-in via software APIs are limited

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Korea Advanced Institute of Science and Technology Network Computing Laboratory | 14 The Past of Google 1996 년 ~1997 년 : 세르게이와 래리, 구글 검색엔진의 시초인 BackRub 만들다 년 상반기 : 래리의 기숙사는 구글 데이터 센터로, 세르게이의 기 숙사는 사무실로 변신 1998 년 하반기 : 가족, 친구, 엔젤로부터 투자받아 구글 창립, 초기 종 업원 4 명, 먼로파크 창고에서, 원래이름 googol 1999 년 상반기 : 하루 50 만건 처리 가능, 다양한 투자 2000 년 상반기 : 하루 1800 만건 처리 가능, 웹페이지 10 억개 색인함 으로써 가장 큰 검색엔진 됨 2002 년 상반기 : Google Labs 를 열어 신기술 개발 2003 년 상반기 : 신형광고시스템인 AdSense 를 선보여 온라인 광고 시장에 메가톤급 충격파 2004 년 하반기 : GOOG 라는 이름으로 나스닥에 $85 로 기업공개 (IPO)

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 15 The Current of Google 시가 총액 800 억 달러가 넘는 거대기업으로 성장 주가 300 달러 이상 2005 년 상반기 총 26 억 4000 만 달러의 매출액 ( 작년 대비 97% 성장 ) 99% 가 검색광고 매출 (53% 자사 사이트, 47% 네트워크 사이트 ) Google facts 약 80 억 개의 웹 페이지, 20 억 개의 이미지 색인 2004 년 기준 클러스터당 PC 2000 대 할당, 모두 30 개의 클러스터 2005 년 색인 숫자가 두 배로 늘었으므로 클러스터 숫자도 두 배 예상 매력적인 구글 소프트웨어 원칙 : Do no evil 다양한 API 지원 ( AdWords, 블로거, 데스크탑 검색, 데스크 바, Froogle, Gmail, 구글 그룹, 구글 어스, 구글 맵, 뉴스, 구글 토크, 구글 비디오, 웹 검색 강력한 오픈 소스 지원 정책 ( 끊임없는 기술 개발 (

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 16 Two Axes of Google Googleplex Virtual Applications

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 17 Googleplex a. Google Linux b. Distributed & Automated Data Center c. Logical Architecture d. Web-centric Architecuture from 100,000 to 165,000 or more servers 40 or more pizza box servers per rack Massively distributed, highly parallelized computing

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 18 Google’s Fusion : HW & SW Innovations

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 19 Googleplex Principles Cheap Hardware and Smart Software Use cheap commodity hardware  frequent failure Develop smart software for reducing the cost of failure Easy Management High Scalability by automatic discovery of new servers and racks High Redundancy for failure of servers, racks, even data centers Speed and Then More Speed High speed with low cost (580MB/s read rate at $1,000 vs. 58MB/s at $18,000 IBM EXP) Rapid development and deployment of new products Use existing technologies Use techniques from the leading edge of computer science Use open source codes as a starting point

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 20 Virtual Application Google Maps A kernel of software running on the user’s computer the data and some of the application running on servers “No network, no application” is the rule Internet Googleplex

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 21 Benefits of Virtual Application The Benefits of Virtual Application Eliminating or reducing the software installation process Having “live data” in the application from a network source Users no longer have to upgrade software Allowing an organization to replace expensive desktop PCs with less expensive, low maintenance terminals Virtual applications are the Future MS’.NET 2.x and higher framework is a proprietary implementation for virtual applications IBM’s WebSphere supports virtual applications Yahoo offers a number of virtual applications Google is a virtual application company

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 22 “Two Axes of Google” Revisited Googleplex Virtual Applications

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 23 Google and Competitors Yahoo! Yahoo! Has grown through acquisitions 3721.com for Chinese language search Inktomi to provide Web search Stata Labs for Yahoo! Mail search AllTheWeb.com, Overture, Alta Vista, etc Balkan-states problem Mosaic of operating systems, hardware and software High management resources to keep the peace A lack of data cohesiveness limits Yahoo’s ability to know its customers Neither a technology nor an information company. It is a media company.

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 24 Google and Competitors Microsoft The cost burden to support legacy applications Windows 98 and 2000 : more than 50 % of organizational OS For high performance, MS upgrades hardware instead of recoding the operating system itself But there is Windows Live

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 25 The Future of Google Why Google may fail? 증가하고 있는 소송들 (MS, Click Defense, Affinity Engine) 검색광고에 편중된 수익모델 (99% 담당 ) 회사규모의 증가와 경쟁자들의 견제 구글의 미래를 향한 행보 8 월 18 일 전체 주식의 4.8% 를 매각, 40 억 달러의 현금 확보 광고시장에서의 경쟁력 강화 다양한 광고 상품 옵션 개발 블로그의 RSS 피드에 구글 광고 추가하는 기술 개발 미디어 전달을 위한 Infrastructure 에 대한 투자 ( 구글 넷 계획 ) 구글 비디오 서비스 등과 결합해서 컨텐츠 제공 인스턴트 메신저 서비스와 인터넷 전화 사업에 진출 공상 : 데스크탑 부문에 진출 가능성 ? ( 구글 데스크탑 OS?)

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 26 References Tim O’Reilly “What is Web 2.0”What is Web 2.0 Stephen E. Arnold “The Google Legacy”The Google Legacy 마이크로소프트웨어 2005 년 10 월호 “All About Google” 태우 ’s log – web 2.0 and beyond Channy’s Web 2.0 Blog Web 2.0 Conference

Korea Advanced Institute of Science and Technology Network Computing Laboratory | 27 Google SIG (Special Interest Group) Goals : Web 2.0 에 대해 Google 을 중심으로 조사, 분석하여 그 성격 을 파악하고 향후 진화방향을 예측하기 위한 모임 향후 웹에서 Academia 측면에서나 Business 측면에서 선도적인 위치 확보 다양한 관심분야와 전공영역의 사람들에 의한 다면적인 분석과 예측 개인의 전공영역과 접목하여 새로운 아이디어 도출 웹에 관심있는 사람들과의 지속적인 관계 형성을 위한 발판 마련 운영원칙 토론과 브레인스토밍이 중심이다. 수준은 학부생이 이해할 수 있는 정도로 한다. 기술이나 서비스에 대한 지식 습득은 최소한으로, 실제 사용 중심으로 한다. 단기간 (11 월 두째주부터 4 주간 ) 에 목표를 달성하고 이후 방향은 추후 논의한다. 한주 한번의 공식적 모임과 한번의 비공식모임 ( 식사시간이용 ) 을 원칙으로 한다. 블로그나 위키 등의 Web 2.0 기술을 이용하여 온라인 토론을 최대한 활용한다. 모든 멤버들의 공평한 참여를 유도하며 개인생활에 최대한 지장을 주지 않도록 한다.