“We’ve Only Just Begun”The Impact of Web 2.0

Web 2.0 Kongress, Hamburg

14th October 2008

John Eckman, PhD

Sr. Director, Optaros Labs

Optaros, inc.

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Agenda

What do I mean by Web 2.0?

Impact of Web 2.0 on • Media• Ecommerce• Consumer Goods• Enterprise Collaboration

What’s next?• The disintegating web• Data portability and the social graph• Location awareness, mobile

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Participation

http://www.flickr.com/photos/dharmabumx/2890282371/

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Rich Experiences

http://www.flickr.com/photos/colodio/179405803/

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Assembly

http://www.flickr.com/photos/sharynmorrow/2669337377

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Impact of Collaborative Production

http://twobits.net/ http://cyber.law.harvard.edu/wealth_of_networks/Main_Page

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Participation, Rich Experiences, and Assembly

Culture

Experience

Architecture

Tightly Integrated,Server-centric

Highly Integratable, Loosely Integrated,

Service-centric, Standards Driven

Web 1.0: First GenerationConstrained by Limitations

Web 2.0: Next Generation InternetEmbraces the Capabilities

Synchronous, Page-centric

Asynchronous, Desktop-quality, Application-centric

“Surfing”, Transacting,Personalized

Collaborative, Community enabling, Sharing, Participating

HTML, Links,Forms,

Page-centric

Monolithic,Layered

Assembled,Composite

SOA,Orchestrated

Open Source

Rich UIElements

Application-Centric

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How does NGI / Web 2.0 impact Media?

http://www.flickr.com/photos/djfoobarmatt/2589188237/

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Now Public

http://www.nowpublic.com/

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CNN iReport

http://www.ireport.com/map

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High School Sports Network

http://highschoolsports.al.com/photos/

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High School Sports Network

http://highschoolsports.al.com/reporter/

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IT World

http://www.itworld.com/

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What about Ecommerce?

http://www.flickr.com/photos/rickharris/2179579524/

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threadless

http://www.threadless.com/

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Shopping needs to be more Social

http://www.flickr.com/photos/roadsidepictures/1561899591/

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Rue La La

http://www.ruelala.com

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A Peek Behind the Curtain: Rue La La

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Consumers prefer friend & family

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Facebook grew 32% over the past 12 months

The 25+ demographic grew ~200%

Social landscape

Retailer communit

y

Focused shopping

community

Generic shopping

community

Generic communit

y

Retailer blogs

Source: iStrategyLabs

Demographic~19% ~30%25+

0-24

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Fans

Easily customize and integrate into a siteFans is simple to integrate, and a merchant can skin the app to reflect its branding and site design

Be super simple to useWith one click a customer can save or share product info

Fans enables a retailer to improve conversion, viral growth, and reach by

“socially enabling” its online store, and taking its store to places where

customers spend their timeTap into existing relationshipsCustomers don’t want to recreate their social graphs

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Fans: Store View

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Fans: Facebook View

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Consumer Goods Companies

http://www.flickr.com/photos/nathanmesser/34298883/

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My Starbucks Idea

http://mystarbucksidea.force.com/

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Dell Community

http://www.dell.com/community/

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Dell on Twitter

http://www.dell.com/content/topics/global.aspx/community/dell_on_twitter?c=us&l=en&s=corp

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Get Satisfaction

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Remember Participation?

http://www.flickr.com/photos/theparadigmshifter/470341923/ http://www.nytimes.com/2008/02/25/

technology/25satisfaction.html

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Enterprise Collaboration

http://www.flickr.com/photos/andydr/119178561/

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User Management, LDAP-Integration, etc.

Agile Lightweight KM & Collaboration

Wiki Blog

RS

S A

gg

reg

atio

n

SocialBookmarking

Consistent User Interface(with Single-Sign-On)L

eg

acy S

yste

m w

ithu

nstru

ctu

red

con

ten

t

WW

W, In

tern

et

Document Management

Fed

era

ted

Searc

h

Flexible and lightweight components and platforms support the creation, structuring and distribution of knowledge, leading to increased efficiency and effectiveness

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Collaborative Publishing

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Example: Internal Social Network

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Optaros Intranet 2.0

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What’s Next?

The Disintegrating Web• Pages become Applications• Discrete functional pieces move across sites• Breaking out of the browser

Data Portability and the Social Graph• “Social networks will become like air”• Lifestreaming, aggregation, syndication• Portable Contacts API, XFN/FOAF, OAuth,

OpenID

Location Awareness, Mobility• Always on, always online devices• Constantly situated in space • Granular privacy controls

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Thanks!

Questions?

To reach me:• jeckman@optaros.com• Company blogs: http://www.optaros.com/• Personal blog:

http://www.openparenthesis.org/