Overview of Web 2.

Overview and Business Value of Web 2.0

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Agenda

 Basics of Web 2.0

– Overview
– Economic trends
– Community / social trends
– Technology
 Why Web 2.0?
– Business Value
– Enterprise 2.0 Solution Patterns
– Sample Business Scenarios
 Enterprise Modernization and Web 2.0
– Identifying opportunities for your existing assets

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History

 Web 2.0 was first coined by

O’Reilly Media in 2003.
 It was then popularized by the
first Web 2.0 conference in 2004.
 According to Tim O'Reilly, "Web
2.0 is the business revolution
in the computer industry caused
by the move to the internet as
platform, and an attempt to
understand the rules for success
on that new platform." Tim O’Reilly

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Google Definition

Web 2.0 is a term often applied to a

perceived ongoing transition of the
World Wide Web from a collection of
websites to a full-fledged computing
platform serving web applications to end
users. Source:
http://alexzelder.files.wordpress.com/2007/04/google_logo
1.jpg

Ultimately Web 2.0 services are expected

to replace desktop computing
applications for many purposes.

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Definition of Web 2.0

Web 2.0 is a term describing the trend in the use of World Wide Web technology and
web design that aims to enhance creativity, information sharing,
and, most notably, collaboration among users. These concepts have led to
the development and evolution of web-based communities and hosted services, such as
social-networking sites, wikis, blogs, and folksonomies Source: Wikipedia,
http://en.wikipedia.org/wiki/Main_Page

“Web 2.0 is a set of economic, social, and

technology trends that collectively form the
basis for the next generation of the Internet
… characterized by user participation,
openness, and network effects.”
- O’Reilly Radar

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What is Web 2.0?

 An important trend in delivering software applications

 An enabler for richer web applications

– New business models
– Peer-to-peer user participation
– New technologies
– Interactive filtering, presentation, data entry

 A combination of core technology components

– Rich user experience (maps, grids, animation, D&D, etc)
– Loose-coupling, composite applications via reuse and “mash-ups”
– Standards (SOAP, REST, JSON, Atom, etc)

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What is Web 2.0?

Web 1.0 Web 2.0

Reading Writing
Companies Communities
Client/Server Peer-to-peer
HTML XML
Home pages Blogs
Britannica Wikipedia
Online
Lectures Conversations
Ofoto Flickr
Source: http://hinchcliffe.org/img/web1vsweb2.png
Taxonomy Folksonomy

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Web 2.0 Application Characteristics

 Rich user experience

 Minimal page transitions
 Data retrieved via REST or SOAP service calls
 Client-side validation
 Status feedback to user

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Blogs and Wikis

 Blogs and Wikis represent common Web 2.0 style

applications.

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Blogs

 What
– Short for “Web Log”
– Personal Publishing System
– User-generated website with journal style entries
– Displayed in a reverse chronological order
– Commentary or news on one or more particular topics

 Why
– Allow one or more authors to easily post information/articles for others
to view
– Receive feedback via comments
– Easily syndicated through feeds
– Facilitate communication to customers
– Excellent venue for sharing information and creating connections

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Wikis

 What
– From "wiki-wiki," Hawaiian for "quick"
– Collaborative authoring environment
– Non-linear in nature

 Why
– Allows people to easily and collaboratively create, edit, share pages of
information
– Leverages the wisdom of crowds
– Promotes a sense of community
– Ideal for sharing info within teams that are large, compartmentalized, or
geographically dispersed
– Low cost/low effort solution
– All changed content tracked – no information lost

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Tagging

Think of a tag as
a simple
category name.
People can
categorize their
posts, photos
and videos with
any tag that
makes sense

This concept is also called ‘folksonomy’

because it is a taxonomy emerging from When masses of
us common folks instead of being people tag
handed down by an information architect
or librarian
masses of
content, patterns
emerge
Source:
http://www.flickr.com/photos/allbiscuit/3
66118199/

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Mashups Combine content from more than one source into an integrated experience

Google Map

Hotel information —
separate database

Directions — come
from somewhere
else

Send to a phone —
Additional
Why? functionality
Rapid application development
Reuse existing services
Avoid reinventing the wheel
Empowers users

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Web 2.0 technologies highlight the next pendulum swing

between client and server function.

Client Server
Mainframe computing
“Dumb” green screen clients
Omnipotent big mainframe servers

Client-server computing
“Smart” Personal Computer clients
Simple file and database servers

Web (1.0) computing

Light Web Browser clients
Rich application and database servers

Web 2.0 computing

Rich Internet Application clients
Lighter application and database servers

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Technology Attributes of Web 2.0

AJAX incorporating: XHTML and CSS, DOM, XML and XSLT,
Rich User XMLHttpRequest and JavaScript allowing information to be
Experience mashed up into new interactive portals."

Lightweight XML or JSON data over HTTP, in a lightweight approach

Programming sometimes referred to as REST (Representational State
Model
Transfer) as an alternative to SOAP.

Info-ware “DATA is the new HTML." Database management is a core

competency of Web 2.0 companies.

RSS/ATOM allows someone to link not just to a page, but to

Feeds subscribe to it, with notification every time that page changes.

Users must be treated as co-developers, in a reflection of open

Perpetual Beta source development practices. The open source dictum,
"release early and release often”

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EGL – Real Estate

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Why Web 2.0 is Important

“More than 40 percent -- or 2.8 million – of small and medium businesses (SMBs) in the U.S.
are already using Web 2.0 applications.” AMI Report: “2006-2007 Small and Medium
Sized Business (SMB) Global IT and Telecom Forecasting Model”

“Few enterprises realize how to implement the full range of [web 2.0] capabilities to succeed”
Gartner Report

“Why should you care? Because power is shifting from institutions to communities, your
company is at risk”. Forrester, 2006

“Enterprises have been ringing our phones off the hook to ask us about Web 2.0,” Rod Smith,
IBM VP for emerging IBM technologies

“Business social software market will be nearly $1 billion strong this year and over $3.3 billion
by 2011” Dion Hinchcliffe, ZDNet – Enterprise 2.0 Blog October 22nd, 2007

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Why Web 2.0 for the Enterprise?

 Web 2.0 is
It’s fast becoming a Web 2.0
– Creating new markets business world, but innovation
– Lowering competitive barriers never goes out of style.
– Encouraging creativity to come from anywhere
– Tapping into the wisdom of the crowds
– Enhancing communications and making information
more impactful According to Gartner:
By 2008, the majority of
 What does it means for the enterprise? Global 1000 companies will
have adopted several
technology-related aspects of
– Greater collaboration and innovation across the Web 2.0
value chain
– Increased levels of customer intimacy Missing out on the non-
technology aspects of Web
– Simplification of complex IT and business 2.0 means that many
infrastructure organizations will also miss
out on some of the positive
– Business model flexibility to capitalize on new market business benefits
opportunities
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New Business Opportunities

 For example…
– Leverage Web 2.0 in your business critical applications
– Investigate customization, integration and services opportunities in rolling
out web 2.0-based community collaboration environments.
– Unleashing previously inaccessible information
 Benefits to your customers:
– Instant business value through rapid new product deployment, with
reduced costs
– Reduction in time to market opens new business opportunities
– Reducing costs through customer self-service
– Unlocking valuable business data opens new business opportunities
– Extracting value by collecting and sharing the wisdom in the organization

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Enterprise Web 2.0 Business Scenarios New opportunities for

value creation are
emerging based on
innovative
technologies such as
Web 2.0, social
computing, virtual
worlds, and more
1. Improve access to information for 8. Stimulate product and service innovation
Customer Relationship Management with partners (Finance,
Telecommunications, Travel)
2. Improve information and reporting for
financial analysts 9. Offer services through additional
channels, using Mashups to bring Web
3. Insurance policy / risk / claims assessment
services to portable devices
(Insurance)
10. Focus marketing at individuals by engaging
4. Exposure of business events from
with consumers through social networking
operational systems (Banking)
(Retail, Banking, Insurance, IT)
5. Provide front office wealth-management
11. Seed creation of customer communities by
staff with a complete client and portfolio
encouraging them to share opinion and
view (Banking)
expertise (Retail, Banking, Insurance,
6. Improved decision making and response to Travel, Healthcare, IT)
emerging situations (Public Sector, Finance)
12. Syndicate information services as feeds and
7. Improve visualisation of complex data widgets (Financial Markets, Real Estate)
(Petrochemical, Life Sciences)
13. Aggregation of legacy interfaces

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Scenario: Improve access to information for Customer

Relationship Management and customer service
 Industry
– All
 Drivers
– Customer Relationship Management Systems can be
highly case-based
– Relationship management requires knowledge of
customer interaction and history typically across multiple
systems
– Leverage knowledge more effectively across a number of
interactions over a number of customers and use
collaborative intelligence to understand emerging patterns
 Content Sources
– User interfaces and services of operational systems and
applications
– Third party content e.g. market news
 Proposed Solution
– User interfaces of applications from business partners
whose products may be incorporated in combined – Rich user interface and windowing system reproduce
offerings desktop experience
 Audience – Key shortcuts and customization for expert users

– Customer relationship management, call-centre staff – Alert mechanism for requesting supervisor help

 Solution – Technologies: EGL RUI, AJAX used for retrieval and

update of customer data, Integrated with ESB
– Enterprise Mashups

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Scenario: Policy / Claims / Risk assessment

 Industry
– Insurance
 Business Drivers
– Some policy or claim requests require intelligent
analysis and decision making
– Particularly true in commercial sectors where many
cases highly individual – e.g. a request to insure a
new yachting marina off the west coast of scotland
– Analysis requires a wide variety of data from
multiple sources, e.g. maps, weather, other insured
properties, demographics, news
 Content Sources
– Operational systems information (policies, contact
history, claims)
– Other Internal Information (product configuration,
risk control) Information from policy and risk databases mashed together with
– External Information (electoral roll, companies external weather and news information including alerts.
house, partner systems)
 Audience
– Policy assessors
 Solution Pattern
– Enterprise Mashups

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30 million lines of
Value of Existing Applications code could be worth
$3 billion!

 Existing applications are among the most valuable

assets a company owns
– Fully functional applications that run the business
today
– Significant investments over the years
– Fine-tuned for dependable optimal performance
– Run within fine-tuned reliable, robust, scalable IT
infrastructure and platforms
 Accessed via character / text based terminals
– Non-intuitive, difficult to navigate user interfaces
– Difficult to integrate in modern business processes
 5X less expensive to reuse existing applications than
to write new applications from scratch
 Reusing proven, time-tested applications can result
in significantly lower risk and faster time to market
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Modernization with Web 2.0 Reuse what you already have!

 Build a new Web front-end for your existing order entry application, but
continue to use your proven business logic.
 Create a self-service portal that provides your customers with details
about past and current orders.
 Mashup information from multiple CRM systems.
 Reuse existing COBOL business logic to perform a calculation.
 Expose a portion of customer data locked away in a green screen
application to another team in your organization.
 Integrate

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