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Web2.0
Nimish Vohra | India Head, Regalix | March 26, 2007
+91 98453 34981 | Bangalore
THE NEXT GENERATION CUSTOMER ACQUISITION ENGINE
Confidential | The nextgeneration online customer acquisition engine
Before the Web…
v … were competing computing technologies
v … some competing OS
v And then emerged Windows as a major Platform…
… with packaged software applications
… with tightly coupled APIs
… and frequent releases
Confidential | The nextgeneration online customer acquisition engine
Then came the Web…
v … with ClientServer technology
v … and, hyperlinking
v This saw the emergence of sites such as…
… Rediff, Geocities, Britannica Online, Directories (Yahoo)
v And this was
… One way web or read only web
… Primitive interfaces (Netscape vs. IE)
… Taxonomy (Yahoo directory)
… Pull medium (sites needed to have stickiness to get users back)
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Then happened Web2.0 …
v Blogger (read + write, comment)
v Wikipedia (read + write, review, debate)
v Flickr (view, upload, tag)
v No directories: Tag content the way you want …
… Not taxonomy but “folksonomy”
… view what others have liked
… recommend to others, and view others’ recommendations
v A readwrite, participatory web
Confidential | The nextgeneration online customer acquisition engine
How Web2.0 Got its Name
v The concept was born at a brainstorming session between O’Reilly
and MediaLive International
v Dale Dougherty, VP O’Reilly
v Background: Dotcom bubble had just burst
v Companies that survived had something in common
v Could these be called the Web2.0?
Confidential | The nextgeneration online customer acquisition engine
Web2.0: An Overview
v Strategic Positioning
v The Web as a Platform
v User Positioning
v You control your own data
v Core Competencies
v Services, not packaged software
v Architecture of participation
v Harnessing collective intelligence
v Costeffective scalability
v Remixable data sources and data transformations
v Software above the level of a single device
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Web2.0: Web as a Platform
v Netscape vs. Google
v Netscape v Google
v Desktop application v Web application
v Strategy: sell highend servers running v Never packaged or sold
web applications v Delivered as a service, with users
v Tried controlling standards for paying for the service, directly or
displaying content indirectly
Confidential | The nextgeneration online customer acquisition engine
Web2.0: Web as a Platform
v DoubleClick vs. Overture, AdSense
v DoubleClick v Overture, AdSense
v Is a web service (like Google)… v Any small advertiser can place an ad in
… but is not participatory any small site
v Advertisers call the shots, and not v They serviced the longtail
users
v Bulky, contractual placements of ads
on large sites, for large advertisers
v Leverage customer self service to reach out to the entire web,
not just the head, but the long tail too
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Web2.0: Harnessing Collective Intelligence
v Hyperlinking: Sites are bound to the structure of the web by links
v Google’s breakthrough in search – PageRank – uses link structure
rather than type of content to provide search results
v Ebay – a collective activity of it’s users. Ebay grows as activity
grows. Ebay, only provides a platform
v Amazon – sells the same products as its competitors. But they have
higher user participation – reviews, different ways of interacting,
user activity produces better results
Confidential | The nextgeneration online customer acquisition engine
Web2.0: Harnessing Collective Intelligence
Companies that have extended the above concepts
v Wikipedia – an online encyclopedia: Radical change in the
dynamics of content creation. Trust.
v Del.icio.us, Flickr – pioneered “folksonomy” (in contrast to
taxonomy) – collaborative categorization.
v Cloudmark – spam filtering, by aggregation of individual decisions
v Linux, MySQL, Perl, PHP, on which most of the web runs, is relies
on opensource – collective, netenabled intelligence
v Blogging
v Usable technology (easy to publish own content, rather than using HTML or CMS)
v RSS – unique content delivery mechanism. Converts a pull medium to a push medium
v Bloggers, as the most prolific and timely linkers, have a major role in shaping search results
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Web2.0: Rich User Experience
v Applet (1992)
v Java delivered Applet (1995)
v Macromedia’s Flash based “Rich Internet Applications”, many years
ago
v Full scale applications happened only with Gmail
v Technology that Google used was termed AJAX, which is a
collection of
v XHTML, CSS
v DOM
v XML, XSLT
v XMLHttpRequest
v Javascript, to bind everything together
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Web2.0: Visual Design?
v Very user friendly
v Feature rich
v People are not shy to use color
v But lots of white
v More text than images
v Logos are rounded, colorful, playful?
v Again, very usable
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Web2.0: Design Patterns
v Long Tail: Small sites make up bulk of the internet’s content.
Leverage customer self service and automatic data management
v Data is important: Try and create a unique hard to replicate data
v Users add value: In form of data (reviews, original content),
behavior
v Selflearning apps: Applications should be intelligent enough to
gather user behavior (top 10 views, highest clicks, etc)
v Rights reserved?: Benefits come from collective adoption and not
restriction.
v Always a Beta?: On the web one does not need to have software
releases. Change as often, if you improving the experience
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Web2.0: What is proprietary? What is the biz model?
v Desktop applications were, now they are open source.
v Web applications were (advanced mail, etc), now they are not
v If for a news company, news is not copyrighted, and is freely
distributable, how does the news company make money?
v For some companies, such as MapQuest, it would be data they can
license. Companies like Google are already giving this data out
freely.
v So in the end, it is not products, not services, not data. It is the
amount of traffic you can garner. More traffic could mean more
revenue opportunities in terms of ads.
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Web2.0: Beyond the web, beyond the community: Web3?
v Making it collaborative.
v Making it a web enabled service.
v Moving completely away from the desktop storage
v Moving away from desktop applications.
v Web3 – some thoughts: All pervasive, always on. For the
businesses.
Confidential | The nextgeneration online customer acquisition engine
Web2.0: Implications for Media
v Publishers now no longer leverage all the content
v It is now easy to create content (Blogs)
v It is now easy to distribute content (RSS, feedreaders)
Confidential | The nextgeneration online customer acquisition engine
Web2.0: Are we going into a Bubble?
v Yes! There is a lot of frenzy to innovate.
v And lot of money to back it with.
v And some the of the applications don’t really make any sense! E.g.,
myLot. To me, even MySpace does not make much sense, when
compared to Orkut!
v But again, innovation never goes waste
v Finally, you are safe if you are thinking about the user, have a clear
reasoning of how this is useful. Don’t be a part of the fad
Confidential | The nextgeneration online customer acquisition engine
Web2.0: Some creative Web2.0 applications?
v Zopa: Taking money lending to the masses
v Zimbra: Messaging and collaboration
v Tictrac: Online time tracking
v World66: A wiki on Travel
v NetworthIQ: Track your networth online
v OpenID: Single identity across all applications
v Foldershare: Keep your files online
v HousingMaps: Craigslist + GoogleMaps: A mashup
Confidential | The nextgeneration online customer acquisition engine
Thank You!
A journey of a thousand miles begins
with a single step.
Chinese Proverb
Nimish Vohra
India Head, Regalix
+91 98453 34981 | Bangalore
Confidential | The nextgeneration online customer acquisition engine
