Jason Watson, Information Systems, QUT,

Brisbane

INB(N)347 WEB 2.0

APPLICATIONS

Week 01:

Introduction to the unit

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Take away points

Introduction to the unit

Teaching team & resources

Unit goal, content and objectives

Schedule and topics

Assessment requirements

What is Web 2.0?

Origin and evolution of Web 2.0

Six key market drivers

Case study introduction

Ingredients of Web 2.0 success

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Introduction to the unit

Part One

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Teaching Team

Unit Coordinator

Jason Watson Room: Level 6, Y block

Email: ja.watson@qut.edu.au

Twitter: DrJasonWatson

Phone: 31381656

Consultation

Tutor Sirous Panahi

Email: sirous.panahi@student.qut.edu.au

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Who are you?

Tell the class:

who you are

why you are here

the best thing that has happened to you this week

(!)

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Social Enterprise Team

10 active researchers progressing towards research degree completion

What we do…

We perform human

research: our

research is

conducted with or

about people using

their data

We are generally

Qualitative

researchers who

examine human

behaviorDiagram: Institute for Media and Communications Management, University of St. Gallen

Contributions

We typically attempt to describe the meaning, nature, and challenges of a phenomenon

Typically our work extends or creates a theoretical or conceptual model or framework

Impact is based on that new knowledge and understanding can help to act in more informed and effective ways.

e.g. enhance adoption of social technologies within an organisation or enhance clinical outcomes by making experience sharing between doctors more effective

Active research projects

Understanding E-Learning 2.0: Analyzing students and teachers experiences in Web 2.0 Learning, Hafiz Zakaria, (PhD)

Web 2.0 Adoption within Enterprises: Employees' Perspectives, Fayez Hussain Alqahtani, (PhD)

Social BPM Capabilities, Paul Mathiesen, (PhD)

Social Media and Cause Brand Communities, Anne Sorensen, (PhD)

Privacy by Design for Social Networks, Badiul Islam, (PhD)

Social Media as Virtual Information Grounds for IT Professionals, Bazilah, (PhD)

Empowerment processes and outcomes in online communities, Wisnu Wijaya, (PhD)

Information Disclosure in social networks, Hashem Almakrami(Prof Doc)

Tacet Knowledge sharing by Clinicians on Social Networks, Sirous Panahi (PhD)

Social Media and student decision making: how students choose their courses, Vijay Reddy (Masters) Link to google doc summary

Who am I?10

What I’d like to be:

(an awesome biker)

The reality (!):

(not fast or hardcore)

Who are you?

Tell the class:

who you are

why you are here

the best thing that has happened to you this week

(!)

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You can also use:

http://www.tinyurl.com/tell2013

Goal of INB(N)347

Immerse you into many and varied Web 2.0

applications.

Give you skills and knowledge required to

critically explore, assess and utilize Web 2.0

applications within diverse contexts.

Expose you to the underlying rules and

patterns of Web 2.0, what they are and how

they can be applied.

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Knowledge aspects

You will learn about

The origin and evolution of web 2.0

The many and varied web 2.0 applications

currently being used within different contexts

The range of issues including legal and ethical,

associated with the use and web 2.0 applications

within different contexts.

The principles for appraising and implementing

web 2.0 applications in different contexts

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Practical aspects

On successful completion of this unit you should be

able to:

Use a variety of web 2.0 applications

Engage in critical and strategic assessment of the

implications of web 2.0 applications for different

contexts.

Keep up to date with the new and emerging web

applications

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The journey

Introduction to Web 2.0

Web 2.0 Patterns

Harnessing collective intelligence

Software above the level of a single device

Rich user experiences Lightweight models & cost effective scalability

Innovation is assemble Leveraging the long tail

Data is the next ‘Intel Inside’

Perpetual Beta

Technologies of Web 2.0

Web 2.0 Strategies

Users create valueNetworks multiply effectsPeople build connections

Companies capitalize competence

New recombines with oldBusiness incorporation

strategies

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Wikipedia Article

Ass1: Active community participation – 20% Individual work

Goal is for you to become an active participant and learner in an

online community

Complete weeks 4+5 and weeks 9+10

OBJECTIVE: to co-create two wiki articles as a class

Choose the nature of the article – place your suggestion here

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Blog posts about Web 2.0

Ass2: Web 2.0 Pattern Blog – 40% Individual work

300-500 word blog post entry each week based on current Web2.0 pattern

Due Friday weeks 3-11 try to complete by wednesday, prior to the next lecture

identify a new and interesting web 2.0 application (not one of the case studies that we discuss in class) and evaluate it against the Web 2.0 pattern for the week.

Common mistakes: discussing the pattern without evaluating a Web2.0 application;

demonstrating little insight into the pattern e.g. missing some major aspects of the theory (need to read notes and do additional reading)

blog post is poorly structured, messy, and does not use media and links properly.

We will blog externally using our real identity, let me know if you have issues with that.

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Investigation of an organisation

Ass3: Use-case Scenario & Tech Review – 40% Team work: students should work in groups of 3-5

5 000 word case study on an organizations use of Web 2.0 and

a 5-10 minute netcast introducing your case study

A two part case study report evaluating a single organisation

against all 8 patterns and the Web 2.0 strategies we discuss in

class.

Completed weeks 11-13

Due Friday week 14

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What do I submit?

Portfolio 1 in week 6 (30%)

Portfolio 2 in week 11 (30%)

Assignment 3 in week 14 (40%)

Electronic submission via blackboard

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Questions?

… followed by

Part 2: What is Web 2.0?

Origin and evolution of Web 2.0

Six key market drivers

Case study introduction

Ingredients of Web 2.0 success

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What is Web 2.0?

Part Two

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Your view...22

Origin and Evolution of Web 2.0

First coined in 2004 by Tim O’Reilly and gained

notoriety at the O’Reilly Media Web 2.0 Conference

Arose from the 2001 collapse of the dot-com bubble

Second generation of web development and design

Can we really use the term as many of the

technological components have existed since the

early days of the Web?

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Key Market Drivers of Web 2.0

Diverse demographic, technological, and

economic changes are driving Web 2.0

1. Global customer base

2. Broadband era

3. Mobile connectivity

4. Customer Contribution

5. Decrease in production costs

6. New revenue opportunities

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1. Global Customer Base

Current figures? http://www.internetworldstats.com/stats.htm

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1. Global Customer Base

Key demographic driving Web 2.0 are those

under 30 (88% online)

Most don’t know what the world was like

before the Internet

Impact

Customer base for online applications is rapidly

increasing

Practical to reach global micromarkets

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2. Broadband Era

94% of US adults have access to broadband

Internet

Moving from a Narrowband era to a

Broadband era

Impact

Always on connections become part of daily lives

Associated with user generated content

Facilitates photo, video & audio distribution

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3. Mobile Connectivity

Mobile net growth eight times faster than PC

based access

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Impact?

http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#topmobilemarkets

4. Customer Contribution

Large % of Internet population comfortable in

creating & contributing content online

133 million blogs, 900,000 posts each day

15 million facebook users update daily

200,000 video daily uploads to Youtube

Impact The Web has become a true two-way, read-write

platform

Mass media has been challenged by user generated

content

New communication means disrupting established

industries

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5. Decrease in Production

Costs

Due to:

Cheaper hardware,

Free software infrastructure,

Access to global labor,

Ability to reach niche but global markets

Impact: Faster ROI and new opportunities created

Lower barriers to entry

VC capital requirements reduced

Greater business model flexibility

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6. New Revenue Opportunities

Huge increase in online

advertisement revenue

Reduced risk due to: Broader income alternatives

Lower capital requirements

Faster time to revenue

Ad-supported delivery models can

support a wide variety of online products

and services

Fine grain targeting of micro-markets

Old business models interrupted, new

business model opportunities

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Capitalizing on these Drivers

The true significance is that these drivers

are occurring simultaneously

Successful Web 2.0 products and

companies capitalize on:

New business models

Facilitated by changes in infrastructure costs

Reach of the long tail

Viral network driven marketing

New advertising based revenue

opportunities

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Capitalizing on these Drivers

New social modelsUser generated content as valuable as traditional

media

Social networks form and grow with tremendous

speed

Global audiences reached easily

Rich media part of everyday life online

New technology models Software becomes a service

The Internet is the development platform

High speed access is the norm

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Introducing the Case Studies

Amazon.com

Founded by Jeff Bezos in 1995

Pioneered online retailing

Biggest online retailer in the world

Now offers Earth’s biggest selection

Over 152 million active customers

2 million merchants selling on Amazon (1/3 of listings)

100s of thousands of external developers

Utilizes many of the techniques recognized as central to a successful Web 2.0 strategy

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Introducing the Case Studies

Flickr.com

Launched in 2004

Online photo and video management and sharing

application

Over 5 billion photos uploaded

30 million registered users (2008 Sep)

60 million unique monthly visitors

3 billion page views per month

Symbolizes a new generation of Web 2.0 companies

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Ingredients of Web 2.0 Success

The Eight Core Patterns

1. Harnessing Collective Intelligence

Create an architecture of participation that uses network

effects and algorithm to produce software that gets better

the more people use it

Competitive advantage linked to extent to which users

add their own data

Create an architecture of participation to actively involve

users both:

Implicitly

Explicitly

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The Eight Core Patterns

2. Data is the Next ‘Intel Inside’

Use unique, hard to recreate data sources to become the

next ‘Intel Inside’ for this era in which data has become as

important as function

The market has moved from the desktop to shared online

services

Success is often less about function and more about the

data

The value is in the data

Establish a data strategy rather than just a product

strategy

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The Eight Core Patterns

3. Innovation in Assembly

Build platforms to foster innovation in assembly, where

remixing of data and services creates new opportunities and

markets

A platform beats an application nearly every time

The Web has become a platform to replace the desktop

OS

Individual websites are becoming platforms and platform

components

Consider a platform strategy in addition to an application

strategy

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The Eight Core Patterns

4. Rich User Experiences Go beyond traditional web-page metaphors to deliver

rich user experiences combining the best of desktop and online software

The static web page has given way to a new generation of rich Internet applications

Web based software no longer means sacrificing user experience quality

Combine best elements of the desktop and online user experiences

Create a richer, more compelling experience to engage users and transition them from a desktop to an online interface

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The Eight Core Patterns

5. Software above the Level of a Single Device

Create software that spans Internet connected devices and

builds on the growing pervasiveness of online experience

The PC is not the only access device for Internet

applications

Applications limited to a single device are less valuable

than those that are connected

Integrate data and services across desktops, mobile

devices and Internet servers

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The Eight Core Patterns

6. Perpetual Beta

Move away from old models of software development and

adoption in favor of online, continuously updated, software

as a service (SaaS) models

Traditional design-develop-test-ship-install cycle of

packaged software is ending

Applications are no longer software artifacts but ongoing

services

Don’t package up new features into large releases

Engage users to be real-time testers

Structure services to reveal how your product is used

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The Eight Core Patterns

7. Leveraging the Long Tail

Capture niche markets profitably through the low cost

economics and broad reach enabled by the Internet

Bulk of Internet content is small sites

Narrow niches make up bulk of possible Internet

applications

Reach out to the edges and not just the center

Reach out to the Long Tail and not just the head

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The Eight Core Patterns

8. Lightweight Models & Cost-Effective

Scalability

Use lightweight business & software development

models to build products & businesses quickly & cost

effectively

Scalability applies to both business models and

technology

Can reduce many traditional costs and risks

Changes in cost, reusability, process and strategy

mean more can be done for less

A scalable, cost-effective strategy can deliver

products to market faster and cheaper without

sacrificing future growth

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Suggested tasks for this week

Formal activities start from week 2, however, feel

free to begin by

Creating your blog (we suggest

wordpress.com) and introduce yourself in your

first post. We will discuss blogging thoroughly

next lecture.

Join the facebook group for this unit (link on

BB)

Send your first tweet using #347class13

Submit an idea for the wiki article (link on BB)

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Week 1 - Summary

Structure of unit and assessment items

Origin and evolution of Web 2.0

Six key market drivers

Case study introduction

Ingredients of Web 2.0 success

Looking forward to week 2

Pattern One: Harnessing Collective Intelligence

Assessment One and Two

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Questions?

Dr Jason Watson

School of Information Systems

Science and engineering faculty

Queensland University of

Technology

Ja.watson@qut.edu.au

0402 254 670

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