Web 2.0

The Internet is undergoing an extreme makeover. In the 1990s and the beginning of the 21st century, the World Wide Web was primarily a place for viewers to retrieve information. The information flowed in a one-way direction. Websites were mostly built by “techie” folk who knew complex HTML coding and FTP site management. If you’re scratching your head, you’re not alone.

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

Web as Platform, Harnessing Collective Intelligence, Data as the Intel Inside, End of the Software Release Cycle, Lightweight Programming Models, Software Above the Level of a Single Device, and Rich User Experiences.

Web 2.0 for Designers

Web 2.0 means for web designers. Web 2.0 as the movement to a read/write web, observing 6 trends that signal a change in how web sites are designed: a move to Semantic Markup, Providing Web Services, Remixing Content, Emergent Navigation and Relevance, Adding Metadata over Time, and a continuing Separation of Structure and Style.

In our initial brainstorming, we formulated our sense of Web 2.0 by example:

Web 1.0 Web 2.0
DoubleClick –> Google AdSense
Ofoto –> Flickr
Akamai –> BitTorrent
mp3.com –> Napster
Britannica Online –> Wikipedia
personal websites –> blogging
evite –> upcoming.org and EVDB
domain name speculation –> search engine optimization
page views –> cost per click
screen scraping –> web services
publishing –> participation
content management systems –> wikis
directories (taxonomy) –> tagging (”folksonomy”)
stickiness –> syndication

Web 2.0 used for Blogger in that the users can read, write and comment the information easily. In Wikipedia also using web 2.0 in this also the users can read, write, review, and debate the information. In flicker sites the users can view, upload, and tag their photos or information.

Core Competencies

Services, not packaged software

Architecture of Participation

Harnessing Collective Intelligence

Cost-effective Scalability

Re-mixable data sources and data transformations

software above the level of a single device

Web2.0: Harnessing Collective Intelligence

Hyperlinking:Sites are bound to the structure of the web by links

Google’s breakthrough in search – PageRank – uses link structure rather than type of content to provide search results

Ebay – a collective activity of its users. Ebay grows as activity grows. Ebay, only provides a platform

Amazon – sells the same products as its competitors. But they have higher user participation – reviews, different ways of interacting, user activity produces better results

Wikipedia – an online encyclopedia: Radical change in the dynamics of content creation. Trust.

Del.icio.us, Flickr – pioneered “folksonomy” (in contrast to taxonomy) – collaborative categorization.

Cloudmark – spam filtering, by aggregation of individual decisions

Linus, MySQL, Perl, PHP, on which most of the web runs, is relies on open-source – collective, net-enables intelligence


Usable technology (easy to publish own content, rather than using HTML or CMS)

Web2.0: Rich User Experience

Applet (1992)

Java delivered Applet (1995)

Macromedia’s Flash based “Rich Internet Applications”, many years ago

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Full scale applications happened only with Gmail

Technology that Google used was termed Ajax, which is a collection of




XMLHttp Request

Javascript, to bind everything together

Web2.0: Visual Design?

Very user friendly

Feature rich

People are not shy to use color

But lots of white

More text than images

Logos are rounded, colorful, playful?

Again, very usable

Web2.0: Design Patterns

Long Tail: Small sites make up bulk of the internet’s content. Leverage customer self service and automatic data management

Data is important: Try and create a unique hard to replicate data

Users add value: In form of data (reviews, original content), behavior

Self-learning apps: zetia coupons Applications should be intelligent enough to gather user behaviour (top 10 views, highest clicks, etc)

Rights reserved: hgh buy genentech Benefits come from collective adoption and not restriction.

Always a Beta: soak roots with colchicine On the web one does not need to have software releases. Change as often,

Web2.0: Implications for Media

Publishers now no longer leverage all the content

It is now easy to create content (Blogs)

It is now easy to distribute content (RSS, Feed readers)

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