Evolution of the Web From Web 1 0

Evolution of the Web From Web 1. 0 to Web 2. 0 Evolution or Revolution? 1

Overview of lesson • Web 1. 0: The Read-Only Web – Web 1. 0 Technologies, Searching, Economics, – The Dot. Com Boom & Bust • Web 2. 0: The Read-Write-Execute Web – What is Web 2. 0? – Web Dynamics – Web 2. 0 Technologies, Search & Applications • Homework: Mashups & Web 3. 0: The Semantic Web 2

Web 1. 0: Technology • Generally: – Static information – Infrequent Updates – ‘Brochureware’ • Web Page consisted of: – Images, navigation icons, text, menu • Writing Style: – Impersonal, professional, descriptive • Linking Structure: – Minimal, unchanging 3

Web 1. 0 Page 4

Web 1. 0 Technologies • Core Web Protocols (Rules) – HTML, HTTP, URL (write in full name & purpose) • Later Web Protocols – XML, XHTML, CSS • Server Side Script – ASP, PHP, JSP, CGI, PERL (What do these do? ) • Client Side Script – Java. Script, VBScript, Flash • Downloadable Components – Active. X, Java 5

Web 1. 0 Snags • Mostly Read only • Some Interactivity such as: – Submit Forms, – ‘mailto: ’ for e-mail • Problems: – Slow, Clunky – Need to reload page on every change/input – Sessions not well handled 6

Web 1. 0 Searching • Large but crude indexing – Yahoo – Web Crawler – Alta. Vista • Poor relevance, rankings based on size of web site, hit & miss • Static Advertising on the web page 7

Dot. Com Boom (1997 - 2000) • Theory: – Get big by expanding customer base • Mantra: – ‘Get large or get lost’ • Success: – Being bought out by a larger Dot. Com business • Examples: – Autonomy, Baltimore, AOL/Warner ($200 B deal) 8

Dot. Com Bust (2000) • Nasdaq is the US stock market for high tech companies • NASDAQ Stock market peaked March 10 th 2000 • By September 2000 had lost $1. 755 Trillion – Cisco: Down $210 B – Yahoo: Down $102 B – AOL: Down $92 B – e. Toys. com: Share price fell from $84 to 9 cents in 18 months 9

Web 2. 0 • Examples: Google, Amazon, Ebay, Facebook 1: “Web 2. 0 is a term often applied to a perceived on-going transition of the World Wide Web from a collection of websites to a full-fledged computing platform serving web applications to end users. ” (wiki) 2: Ultimately Web 2. 0 services are expected to replace desktop computing applications 10

More on Web 2. 0 Tim O’Reilly (2005): (who is he? ) • • • Web 2. 0 is a platform connecting devices Web 2. 0 delivers software Web 2. 0 mixes data from multiple sources Participation creates networks Delivers a rich user experience 11

Web 2. 0 Dynamics • Long tail • Social Data • Network effects • Wisdom of crowds 12

Long Tails • Unlimited shelf space: eg: MP 3, pop charts 80: 20 rule (top 20 are 80% of sales) • 20% of Google queries have never been seen before • Ad. Sense allows adverts to persist • Amazon carries 1 m titles – half of sales come outside the top 130, 000 books • Netflix – 95% of DVD only rented once a quarter 13

Social Data • Success depends on data – More of it – Easy of navigation – Locks users to best data • Data is an asset – How to capture data? – How to navigate it? – How to beat you competitors? (Google vs. Bing, Flickr vs. Tabblo, del. icio. us vs. ma. gnolia. com, etc) – Data is worth money 14

Social Side of Web 2. 0 • Let your users create your data • Have a look at some on-line data: – Amazon reviews – Trip. Advisor reports – Flickr’s photos – Google’s indexed web pages – Wikipedia’s information – Facebook Timeline 15

Social Side of Web 2. 0 …more • Let your users create their own apps using your data • Google maps etc. . • Web services: RSS • Adds value to your data • Users filter your data by recommendations, tagging, etc. 16

Harnessing the Wisdom of Crowds • Decisions by the many better than decisions by one • Tagging (Del. icio. us) • Voting (Digg. com) • Likes (Facebook) • Blogging • Search Engines (Google’s page ranking) 17

Web 2. 0 Technologies Tools: • Web Service APIs (what’s an API? ) • SOAP • Java. Script • AJAX • Google Gadgets (find some examples) • RSS • And ‘Mashups’? …find out… • Web 3. 0? – find out about the Semantic web 18