Web 2.0 for Business What is it and where is it going

Web 2.0 for Business What is it and where is it going? social_networking IBM AJAX business enterprise_computing innovation ATOM Web2.0 rick_robinson@uk.ibm.com Web 2.0 Emerging Technology Services © 2007 IBM Corporation Agenda  Why is Web 2.0 happening?  What is Web 2.0?  Where is Web 2.0 going? © 2007 IBM Corporation Web 2.0 represents social, economic and technology themes that combine to form exciting ways to socialise and do business  The continuous explosion of reach and participation in collaborative, pervasive, richly featured communication technologies  Generational changes in the media of choice for communication, consumption and work  Increasing capabilities for the manufacture of personalised or customised products  Continuous business optimisation resulting in transformation and outsourcing © 2007 IBM Corporation The internet is of growing importance in peoples’ lives It‟s Beyond Shopping  In April 2006, a Pew Internet & American Life report said that “Our surveys show that 45% of internet users, or about 60 million Americans, say that the internet helped them make big decisions or negotiate their way through major episodes in their lives in the previous two years.”  Horrigan, John & Rainie, Lee, “The Internet‟s Growing Role in Life‟s Major Moments”. Pew Internet & American Life Project, April 19, 2006, http://www.pewinternet.org/PPF/r/181/report_display.asp, accessed August 6, 2006 The influential youth  Log on more often, do more online, and are heavy content creators.  Have small direct spending power, but are a huge influence on their parents.  Communicate differently with each other and with adults. For source of table and for more detailed statistics and research, see:  Fox, Susannah & Madden, Mary, “Generations Online”. Pew Internet & American Life Project, January 22, 2006, http://www.pewinternet.org/pdfs/PIP_Generations_Memo. pdf, accessed August 6, 2006 © 2007 IBM Corporation Web 2.0 technologies represent better ways of understanding of how people want to interact with the web  Profiles - places to publish information concerning your identity, interests and expertise  Blogs - simple systems for publishing and organising news, opinion and comment  WIKIs - a shared model for accessing and updating information of common interest  Social bookmarking - simple systems for sharing and rating links to information of interest  Mashups – applications consisting of services and information that are rapidly assembled to meet dynamic needs © 2007 IBM Corporation Web 2.0 technologies represent better ways of understanding of how people want to interact with the web  Tagging - simple systems for characterising any form of content by informal categorisation  Feeds - streams of information formatted to agreed standards providing regular stories and updates  REST - simple prescriptions for service design that increase the accessibility and re-usability of internet content  Web services - robust prescriptions for service design and implementation in a re-usable and interoperable context  AJAX - simple technologies used cleverly to create rich user interfaces that are rewarding to use in a browser POST account Loan admin © 2007 IBM Corporation Consequences  The traditional authors, owners and sources of information are changing  The distribution of all forms of content that can be digitised is undergoing revolutionary change  The influence on consumers of traditional approaches to marketing, advertising and branding is falling  Traditional businesses are targeting niche markets for growth … and finding themselves in competition with niche providers  We are being overloaded with information … again © 2007 IBM Corporation “I’d phone a friend … if I was watching”  The web is overtaking traditional broadcast and print media, and consumers, especially the young, increasingly prefer interactive channels  People are less willing to trust and accept mass marketing material because of the brand that presents it  People are better connected to other people –both subject matter experts and “people like me” - and trust what they have to say  Consumers and citizens research most purchases and transactions online before they engage with suppliers © 2007 IBM Corporation Social computing connects the long tail to itself review syndicate e-mail, phone etc. you tag blog people you know Social computing buy sell rate comment © 2007 IBM Corporation people you don’t Reactions and opportunities  Focus marketing at individuals and interest groups through the media with which they interact  Broker and exploit trusted interactions and common interests in your value net  Stimulate product and service innovation through network participation  Increase business agility through provision of open dynamic information account POST  Augment and exploit data as a competitive resource  Use the intelligence of networks to augment and analyse subjective information © 2007 IBM Corporation The ownership dilemma  A premise of Web 2.0 is that value is created by combining and re-using information-based services – Web 2.0 applications are built from a network of cooperating data services from multiple parties  Web 2.0 companies have succeeded in building commercial models that exploit data that has often been created (or augmented) collaboratively – Dependent on making web services interfaces and content syndication available, and re-using the data services of others – Requires new attitudes to proprietary data, e.g. “some rights reserved” – Means you need to give your customers a motive to give you their data © 2007 IBM Corporation where do we go from here? © 2007 IBM Corporation meme-too Artificial Intelligence natural language VOIP geo-spatial web micropayments online digital content pervasive devices Semantic web cloud computing gaming RFID peer-to-peer real-time translation virtual worlds www as a database roaming identity © 2007 IBM Corporation Summary  Web 2.0 is a mix of … – New approaches to interacting with customers – New internet-centric business opportunities – Supporting technologies that give end users a richer experience  But Web 2.0 brings its challenges – Embracing community – Facing the data challenge – Finding the long tail © 2007 IBM Corporation Some Web 2.0 articles  Tim O‟Reilly, “What is Web 2.0”, September 2005 – http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/3 0/what-is-web-20.html  Tim O‟Reilly, in “How to Succeed in 2007”, Business 2.0 magazine, 2006 – http://money.cnn.com/popups/2006/biz2/howtosucceed/38. html  Tim Berners-Lee, in “A „more revolutionary' Web”, in the Herald Tribune, May 2006 – http://www.iht.com/articles/2006/05/23/business/web.php © 2007 IBM Corporation IBM and Web 2.0  IBM Web 2.0 hompage – http://www-306.ibm.com/software/info/web20/  IBM Lotus Connections Software – http://www-306.ibm.com/software/lotus/products/connections/  QEDWiki Mashups – David Barnes Webcast on Web 2.0 Mashups 23rd August • https://www14.software.ibm.com/webapp/iwm/web/reg/signup.do?source=dw-cwcsdp&S_PKG=082307&S_TACT=105AGX19&S_CMP=EDU&lang=en_US – QEDWiki videos • • • • www.youtube.com/watch?v=ckGfhlZW0BY http://www.youtube.com/watch?v=fzHpL71x9ik www.youtube.com/watch?v=YJrNE_5Wmhs http://www.youtube.com/watch?v=63qIq9t9Gqs – Access to QEDWiki on Alphaworks • http://services.alphaworks.ibm.com/qedwiki/ © 2007 IBM Corporation ©IBM Corporation 2007. 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