Web 2.0

MicroAgility Institute for Business Agility

What every CXO should know about the “Web 2.0”

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1 Introduction
“Web 2.0” is a vogue term which describes the
trend in the use of World Wide Web technology
and web design that aims to enhance creativity,
Table of Contents
information sharing, and most notably,
1 Introduction collaboration among users. These concepts
1 What is “web 2.0”? have led to fundamental shift towards open,
3 Is “Web 2.0” really different? flexible and participatory web based communities
3 Why is “Web 2.0” Important? and hosted services such as social-networking
4 Implementation Approach sites, wikis, blogs, and folksonomies.
“Web 2.0” applications have changed how
people interact with the Web. The
communication and collaboration tools that
empower individuals in their personal lives are
now emerging in the workplace.
In this paper, definition of “Web 2.0” and its
benefits are included followed by a very holistic
approach for its implementation.

2 What is “Web 2.0”?
“Web 2.0” is the business
The term “Web 2.0” was coined by O’Reilly
revolution in the computer
Media in 2004 and refers to the second
industry caused by the move to
generation of Internet based services such as
the Internet as platform, and an
social networking sites, wikis and communication
attempt to understand the rules
tools that emphasize online collaboration and
for success on that new
sharing among users. Tim O’Reilly summarized
platform. Principal among those
“Web 2.0”, “Web 2.0” is the business revolution
rules is this: Build applications
in the computer industry caused by the move to
that harness network effects to
the Internet as platform, and an attempt to
get more people to use them.”
understand the rules for success on that new
In short, the foundation of “Web
platform. Principal among those rules is this:
2.0” is collaboration.
Build applications that harness network effects to
get more people to use them.” In short, the
foundation of “Web 2.0” is collaboration.
In the opening talk of the first “Web 2.0”
Conference, which was held on October 5-7,
[1] [2]
, O'Reilly and John
2004 at San Francisco
Battelle summarized what they saw as the
themes of “Web 2.0”. They argued that the web
had become a platform, with software above the
level of a single device, leveraging the power of
the quot;Long Tailquot; [The phrase The Long Tail (as a
proper noun with capitalized letters) was first
coined by Chris Anderson in an October 2004
[1]
Wired magazine article to describe the niche
strategy of businesses, such as Amazon.com or
Netflix, that sell a large number of unique items
in relatively small quantities], and with data as a
driving force. According to O'Reilly and Battelle,
“Web 2.0” is an architecture of participation,
where users can contribute website content and
create network effects “Web 2.0” technologies

© MicroAgility, Inc. All rights reserved. Page 2 of 8


Blogs
tend to foster innovation in the assembly of
systems and sites composed by pulling together
Blogs (a short form of the term quot;Web logquot;) are
features from distributed, independent
Web sites that can be private, as in most cases,
developers. (This could be seen as a kind of
or it can be for business purposes with regular
quot;open sourcequot; or possible quot;Agilequot; development
entries of commentary, descriptions of events, or
process, consistent with an end to the traditional
other material such as graphics or video. Many
software adoption cycle, typified by the so-called
blogs provide commentary or news on a
quot;perpetual betaquot;.)
particular subject; others function as more
O'Reilly provided examples of companies or personal online diaries. The ability for readers to
products that embody these principles in his leave comments in an interactive format is an
description of his four levels in the hierarchy of important part of many blogs.
“Web 2.0”-ness:
Wikis
Level-3 applications, the most quot;Web 2.0quot;-
A wiki is a collection of web pages designed to
oriented, only exist on the Internet, deriving
enable anyone who accesses it to contribute or
their effectiveness from the inter-human
modify content, using a simplified markup
connections and from the network effects [4] [5]
language . Wikis are often used to create
that “Web 2.0” makes possible, and growing
collaborative websites and to power community
in effectiveness in proportion as people
websites. The collaborative encyclopedia,
make more use of them i.e. eBay, Craigslist, [5]
Wikipedia, is one of the best-known wikis .
Wikipedia, del.icio.us, Skype, dodgeball, and
Wikis are used in business to provide intranets
AdSense.
and Knowledge Management systems. Ward
Level-2 applications can operate offline but Cunningham, developer of the first wiki software,
gain advantages from going online i.e. Flickr, WikiWikiWeb, originally described it as quot;the
which benefits from its shared photo- simplest online database that could possibly
database and from its community-generated [6]
workquot; .
tag database.
Really Simple Syndications, RSSs,
Level-1 applications operate offline but gain
features online i.e. Writely (now Google RSS is a family of Web feed formats used to
Docs & Spreadsheets) and iTunes (because publish frequently updated content such as blog
of its music-store portion). entries, news headlines, and podcasts in a
[7]
standardized format . An RSS document
Level-0 applications work as well offline as
[8]
(which is called a quot;feed,quot; quot;web feed,quot; or
online i.e. MapQuest, Yahoo! Local, and
Google Maps (mapping-applications using quot;channelquot;) contains either a summary of content
contributions from users to advantage could from an associated web site or the full text. RSS
rank as quot;level 2quot;). makes it possible for people to keep up with web
sites in an automated manner that can be piped
Non-web applications like email, instant- [8]
into special programs or filtered displays .
messaging clients, and the telephone fall
[3] Mashup
outside the above hierarchy .
A mashup is a web application that combines
The idea of quot;Web 2.0quot; can also relate to a
data from more than one source into a single
transition of some websites from isolated
integrated tool. For example, a cartographic data
information silos to interlinked computing
from Google Maps to add location information to
platforms that function as locally-available
real-estate data; thus, creating a new and
distinct web service that was not originally
software in the perception of the user. “Web 2.0”
provided by either source.
also includes a social element where users
generate and distribute content, often with
Folksonomy(ies)
freedom to share and re-use. This can result in a
rise in the economic value of the web to Folksonomy (also known as collaborative
businesses, as users can perform more activities tagging, social classification, social indexing, and
online using the following applications: social tagging) is the practice and method of
collaboratively creating and managing tags to
annotate and categorize content. In contrast to



Improved Online Experience for end-users
traditional subject indexing, metadata is
generated not only by experts but also by
Rich-Internet application techniques such as
creators and consumers of the content. Usually,
AJAX, Adobe Flash, Flex, Java, Silverlight and
freely chosen keywords are used instead of a
Curl have evolved due to “Web 2.0” that
[9]
controlled vocabulary . improves the user-experience in browser-based
applications. The technologies allow a web-page
3 Is “Web 2.0” Really Different? to request an update for some part of its content,
and to alter that part in the browser, without
Many of the ideas of “Web 2.0” have already refreshing the entire page at the same time.
been featured in implementations on networked
systems well before the term quot;Web 2.0quot; 5 Implementation Approach
emerged. If you have used LinkedIn, Amazon,
NetFlix, and Flickr, and collaboration tools such Despite the benefits of “Web 2.0”, few
as Lotus Notes and Lotus Dominos, you will businesses have been agile enough to upgrade
probably find familiar concepts in the “Web 2.0”. their systems to reap these benefits. Many more
For this very reason, the critics argue that quot;Web have the potential to reap the benefits; for a
2.0quot; does not represent a new version of the successful implementation of the “Web 2.0”, use
World Wide Web at all, but merely continues to the following holistic and pragmatic approach.
use so-called quot;Web 1.0quot; technologies and
concepts. However, businesses will also find a Customer Needs
Management Commitment
lot more that is new and that familiar tools and
Facts Based Decisions
concepts are applied with greater impact on the
Process is the Engine
business and bottom-line results, which will lead
Collaboration
to delighted clients and, eventually, increased
Perfection
shareholders value. Manage Risks
Open Standards and Agility
Innovation
4 Why is “Web 2.0” Important?
Some businesses have truly mastered the 5.1 Emphasize on Customer Needs
implementation of “Web 2.0” technologies and
More often, businesses write
therefore have delighted their clients and
mission statements promising to
increased value for their shareholders.
“meet or exceed customer
Depending upon the type of business, “Web 2.0” expectations and requirements”;
can have various benefits, e.g.: yet they fail to understand their
customers’ expectations or even
Increased Revenues
their requirements.
Businesses can harness the collective
For a successful implementation of “Web 2.0”,
capability of collaboration and self
business must understand its customers’ needs,
organization to spur innovation, enhance
meet these needs, and exceed their
growth, and drive dramatic improvements in
expectations. Measure of performance begins
productivity that can increase revenues,
with the customer and improvements are defined
faster time to market, improved ROI on
by the impact on customer delight and eventually
marketing spend, better and faster products
increasing the shareholders value.
and services development.
5.2 Seek Senior Management Commitment
Reduced Costs
The ability to leverage massive Businesses rely on senior management; no
communication and collaboration capabilities program can be
at low cost across millions of global users is implemented without their
attractive to many businesses due to self support. Particularly since
service applications for customers, “Web 2.0” implementation
employees, and partners. can be messy, frustrating,
and difficult. It can raise
concerns of security, privacy, and intellectual



property. Therefore, senior management must must strive to collaborate with their partners,
establish a unity of purpose, believe in the vendors, and other stakeholders for a successful
benefits of “Web 2.0”, set the direction for the implementation. People are more willing to
successful implementation of “Web 2.0”, and collaborate once they learn how their roles fit into
create an environment that encourages people the “big picture” and can recognize and measure
to achieve this objective. the interdependence of activities in all parts of a
process. To encourage this behavior, people
5.3 Make Decision Based on Facts should also be recognized and rewarded not
only for the success of their roles and activities
While many business
but also how well they understand the big picture
decisions are based on
and collaborate with others for the overall
intuitions and
success of the organization.
assumptions, businesses
will perform better when
5.6 Strive for Perfection
their decisions are based
on facts. Therefore, business should start the No organization will ever
“Web 2.0” initiative after carefully conducting the get closer to perfection
Market and Competitive Analysis and defining without initiating new
the “Web 2.0” business model based on facts ideas and approaches —
specific to their business. which always involve
some risks. If people see
5.4 Process is the Engine of the Success possible ways (improved service, lower cost, or
new capabilities) to be closer-to-perfect but are
Mastering processes is
too afraid of the consequences of the mistakes,
not just essential but also
they will never try. The managers should be
a way to build competitive
educated in risk management and encouraged to
advantage. Processes
take calculated risks in order to strive for being
should not be confined to
closer to perfect. This is never ending cycle for
a specific functional area
agile businesses.
rather processes should
be analyzed and designed based on the overall
5.7 Manage Risks
“Web 2.0” business model (i.e. process within
functional silos versus cross functional Businesses must use a
boundaries). Process can be the engine of the structured approach to
success in designing new products and services, managing uncertainty
measuring performance, improving efficiency through risk assessment,
and customer satisfaction or even operating the developing strategies to
business with the new “Web 2.0” business manage it, and mitigation
model. of risk using managerial resources.
Businesses should also define the process to Objective of risk management is to reduce
integrate set of applications that enable a plug different risks related to a pre-selected domain to
and play experience from the moment of the level accepted by the organization. It may
installation, resulting in a lower total cost of refer to numerous types of threats caused by
ownership. Furthermore, a common user environment, technology, humans, businesses
interface between applications and a common and politics. On the other hand, it involves all
navigation menu will contribute to lower support means available for humans, or in particular, for
and training costs and higher adoption by the a risk management entity (person, staff, and
end-user community. organization).
Software applications should be fully tested,
5.5 Strive for Collaboration
supported and integrated with the infrastructure.
Before “Web 2.0” can be Ideally, the software applications will be built for
successfully and certified on the hardware upon which the
implemented and provide software will operate. Finally, the application
collaboration among must come from a vendor you trust with a
various users and network of trained, local support resources.
communities, businesses



To succeed in an enterprise, a “Web 2.0” users. Businesses that have mastered the art of
application must include enterprise-grade “Web 2.0” have successfully delighted their
security controls, including group, user, and role clients and increased the value for their
based access functionality along with standard shareholders.
based (JOSSO) single sign-on capabilities.
The implementation approach we have
Businesses should require multi-platform single
suggested should help you to add simplicity,
sign-on with reverse
sense, speed to the process, allowing you to
proxy support, and it should all be available from exploit the first-mover advantages momentarily
a centrally managed and certified administration available.
console.
The most scalable and reliable “Web 2.0”
software solutions should be selected to ensure
that the “Web 2.0” software can scale to support
thousands of concurrent internal and external
users.

5.8 Strive for Open Standard and Agility
Businesses must strive to
adopt open standards and
should consider
lightweight business
models enabled by
syndication of content and
of service and by ease of picking-up by early
[10]
adopters . As a result, businesses not only
have enormous potential to allow more rapid and
much less expensive implementation of “Web
2.0quot;, but also the consequent ability to get the
solutions with the right information in the right
place at the right time.

5.9 Strive for Innovation
“Web 2.0” offers more
than mere look and feel
and heavy reliance on
AJAX as it is exhibited in
some “Web 2.0” websites.
“Web 2.0” offers an
innovative Freemium business model with the
idea that core basic services are given away for
free, in order to build a large user base by word-
of-mouth marketing. Premium service would then
be offered for a price. You should also strive for
innovation in your businesses to identify or
come-up with completely new products or
services that you can offer free of charge to your
clients, with minimum additional cost to your
business.

6 Conclusion
“Web 2.0” enhances creativity, information
sharing, and, most notably, collaboration among



About the Author:
Sajid Khan, President of MicroAgility, is responsible for MicroAgility’s strategy and vision, major client
relationships, and leading key engagements. Sajid can be reached at skhan@microagility.com.
To learn more about MicroAgility, please visit us at www.microagility.com



References:
1) Anderson, Chris (2004). quot;The Long Tail.quot; Wired. <http://www.wired.com/wired/archive/12.10/tail.html>.
2) O'Reilly, Tim (2005). quot;Design Patterns and Business Models for the Next Generation of Software.quot; What Is
Web 2.0? <http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html>.
3) O'Reilly, Tim (2006). quot;Levels of the Game: The Hierarchy of Web 2.0 Applications.quot; O'Reilly radar.
<http://radar.oreilly.com/2006/07/levels-of-the-game-the-hierarc.html>.
4) Dictionary, Oxford English (2007). quot;Wikiquot;. <http://dictionary.oed.com/cgi/entry/50293088>.
5) Encyclopedia, Britannica Online (2008). “Wikiquot;.
<http://www.britannica.com/ebchecked/topic/1192819/wiki#tab=active~checked%2citems~checked&title=wi
ki%20--%20britannica%20online%20encyclopedia>.
6) Cunningham, Ward (2002). quot;What Is Wiki?quot; <http://www.wiki.org/wiki.cgi?whatiswiki>.
7) Libby, Dan (1999). quot;RSS 0.91 Spec, revision 3.quot; Netscape Communications.
<http://web.archive.org/web/20001204093600/my.netscape.com/publish/formats/rss-spec-0.91.html>.
8) The Guardian (2007). quot;Web feeds | RSSquot;. <http://www.guardian.co.uk/webfeeds/0,, 1309488,00.html>.
9) Voss, Jakob (2007). quot;Tagging, Folksonomy & Co - Renaissance of Manual Indexing?quot; Proceedings of the
International Symposium of Information Science: 234–254. <http://arxiv.org/abs/cs/0701072>.
10) O'Reilly, Tim (2004). quot;Web 2.0 Conference.quot;
<http://conferences.oreillynet.com/pub/w/32/presentations.html>.
11) Graham, Paul (2005). quot;Web 2.0.quot; <http://http://www.paulgraham.com/web20.html>.


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