Slide 1: Web 2.0 : The Next Generation Web Technology and Culture June 15, 2006 Jaesun Han (jshan0000@gmail.com) Research Fellow / Ph.D ANLAB, Dept. of EECS, KAIST Contact : http://www.web2hub.com Network Computing Laboratory
Slide 2: Contents Definition and Principles of Web 2.0 Web 2.0 Big Picture 컨텐츠의 생산과 유통 관점에서 웹 2.0 분석 참여 : 컨텐츠 생산 개방 : 컨텐츠 공유 분산 : 컨텐츠 소비 플랫폼 관점에서 웹 2.0 분석 Web as Platform 클라이언트 기술 서버 기술 Weblications Network Computing Laboratory | 2 Korea Advanced Institute of Science and Technology
Slide 3: Are you interested in Web 2.0? ew N ap sm panic.com Network Computing Laboratory | 3 Korea Advanced Institute of Science and Technology
Slide 4: PCWorld 100 Best Products of Year 2006 Top 10 1. Intel Core Duo 2. AMD Athlon 64 X2 Dual-Core 3. Craigslist.org 4. Apple iPod Nano 5. Seagate 160GB Portable Hard Drive 6. Google Earth 7. Adobe Premiere Elements 2 8. Canon EOS 30D 9. YouTube.com 10. Apple Boot Camp http://www.pcworld.com/reviews/article/0,aid,125706,00.asp 2005 Top 10 1. Mozilla Firefox 2. Google Gmail 3. Apple Mac OS X Version 10.4 (Tiger) 4. Belkin Wireless Pre-N Router and Notebook Network Card 5. Dell Ultrasharp 2405FPW 6. Alienware Aurora 5500 7. Seagate USB 2.0 Pocket Drive 8. Skype 9. Canon EOS Digital Rebel XT 10. PalmOne Treo 650 http://www.pcworld.com/reviews/article/0,aid,120763,pg,12,00.asp Korea Advanced Institute of Science and Technology Korean products 67. Samsung LN-S3251D 90. iRiver Clix 97. ThinkFree Office Online Network Computing Laboratory | 4
Slide 5: Definition of Web 2.0 닷컴버블 붕괴에서 살아남은 인터넷 기업들 (Google, Amazon, eBay 등 ) 의 특징들을 묶어서 개념화한 용어 O’Reilly Web 2.0 Conferences (2004 & 2005) Definition of Web 2.0 Seminal article : What Is Web 2.0? (By Tim O’Reilly) Compact definition : Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences. Network Computing Laboratory | 5 Korea Advanced Institute of Science and Technology
Slide 6: Principles of Web 2.0 Seven Principles (from article “What is Web 2.0?”) 1. The Web as Platform 2. Harnessing Collective Intelligence 3. Data is the Next Intel Inside 4. End of the Software Release Cycle 5. Lightweight Programming Models 6. Software Above the Level of a Single Device 7. Rich User Experiences Additional Principles Remixing Data and Services Relation-Oriented The Long Tail Attention is key resource Bi-directional interaction Network Computing Laboratory | 6 Korea Advanced Institute of Science and Technology
Slide 7: Web 2.0 Big Picture Network Computing Laboratory | 7 Korea Advanced Institute of Science and Technology
Slide 8: 컨텐츠의 생산과 유통 관점에서 웹 2.0 Network Computing Laboratory | 8 Korea Advanced Institute of Science and Technology
Slide 9: 참여를 통한 컨텐츠 생산 UCC(User-Created Contents) Network Computing Laboratory | 9 Korea Advanced Institute of Science and Technology
Slide 10: 어디에 담을 것인가 ? UCC 를 담기 위한 다양한 서비스들 Network Computing Laboratory | 10 Korea Advanced Institute of Science and Technology
Slide 11: 담기만 하면 되는가 ? UCC 에서 집단지성 (Collective Intelligence) 끌어내기 UCC 조직화 하기 부분의 합 >> 전체 HOW? Autonomous Collaboration Q&A system Tagging WikiMapia WikiMapia = Wiki + Google maps Network Computing Laboratory | 11 Korea Advanced Institute of Science and Technology
Slide 12: 참여가 모든 것을 바꾼다 ! User-Created Media User-Created Software P2P Network  User-Generated Network WiFi Community for free WiFi access 집단지성의 조건 • 다양성 • 독립성 • 분산화와 통합 Korea Advanced Institute of Science and Technology  User-Generated Infrastructure Network Computing Laboratory | 12
Slide 13: 컨텐츠가 경쟁력이다 ! 앞으로 서비스의 성패는 컨텐츠에서 좌우된다 . User-Created Goolge Index Amazon Review eBay Reputation Upcoming.org events Naver Q&A Allblog posts Provider-Created Goolge Web Crawl Amazon Book Info. eBay Product Info. Windows Live Local’s map Windows Live Street-Side Images Network Computing Laboratory | 13 Korea Advanced Institute of Science and Technology
Slide 14: 집단지성 (Collective Intelligence) The Architecture of Participation User-Created Contents(UCC) 사용자들의 참여가 서비스의 가치를 높인다 . Collective Intelligence 의 형성 방법 공동의 목적을 위한 개인들의 지식의 통합으로 형성 (Explicit) 개인적 용도의 참여에서 Contents 간의 관계 설정을 통한 발생 (Implicit) Tagging, Recommendation System 이용 Examples Network Computing Laboratory | 14 Korea Advanced Institute of Science and Technology
Slide 15: 집단지성 (Collective Intelligence) 장점 Contents 간 network effect 를 통해 보다 가치있는 contents 생산 ( 부분의 합은 전체보다 크다 ) 점점 더 많은 사용자들의 참여는 사용자들을 Lock-In 시키는 효과 Contents 생성을 위한 비용이 불필요 단점 부정확한 정보의 생산 ( 예 . 지식검색) 고의적인 명예 훼손의 가능성 ( 예 . Wikipedia) 스팸성 정보의 생산 ( 예 . 스팸블로그 , 스팸코멘트 , 스팸트랙백 )  Contents 의 Quality 를 보장하기 위한 노력 필요 Network Computing Laboratory | 15 Korea Advanced Institute of Science and Technology
Slide 16: 컨텐츠 경쟁력 : Data Intel Inside Data 가 서비스의 경쟁력 Google’s web crawl, Yahoo!’s directory, Amazon’s DB of products, Windows Live Local’s map DB, Windows Live Street-Side Images, Napster’s distributed song DB … 진정한 경쟁력을 위해서는 Data 의 가공이 필요 Initial Map DBs (MapQuest, NavTeq) vs. Amazon Book DB 향후 Core Data 에 대한 선점을 위한 경쟁이 예상 Location, identity (PayPal, Amazon’s 1-click, Sxip), calendaring of public events (EVDB, upcoming.org), product identifiers and namespaces 사용자의 privacy 나 data 의 소유권 문제 발생 가능 Data 에 대한 독점이 심화될 수록 Free Data Movement 발생 가능 Wikipedia, the Creative Commons Network Computing Laboratory | 16 Korea Advanced Institute of Science and Technology
Slide 17: Technology : Tagging Tagging A community of users adds meta-information in the form of keywords or tags to Web content such as web pages, links, photographs and audio files on a centralized web server Gmail uses label instead of folder for categorizing mails Taxonomy vs. Forksonomy Tag clustering Auto tagging Academic Research Collaborative Web Tagging Workshop (with WWW 2006) ( http://www2006.org/workshops/W06.php) How can collaborative tagging be used in the creation of ontologies and the semantic web? (synonymous tags problem) What is the structure of tagspace? How can tagging improve internet search? How to search, browse a tagged universe? What is the relationship between tagging and blogging? Are there special considerations for tagging multimedia such as photos, videos and audio? Network Computing Laboratory | 17 Korea Advanced Institute of Science and Technology
Slide 18: 개방을 통한 컨텐츠 공유 데이터 개방 Mashup Web Aggregation 서비스 en p PI A O Network Computing Laboratory | 18 Korea Advanced Institute of Science and Technology
Slide 19: 데이터 개방 Web Syndication RSS 기술의 등장과 함께 news 와 블로그 정보의 syndication 시작 RSS 1.0, RSS 2.0, Atom 블로그 , 뉴스 정보 , podcasting, 직업정보 , 날씨 , 금융정보 , 버그 리 포트 , 검색결과 등 무엇이든 담을 수 있다 . News Aggregators (RSS Readers) : 개별 RSS 구독 Meta-Blog(Allblog.net), Blog Search(Technorati): 다량의 RSS 수 집 Web Aggregation 여러 뉴스 , 블로그 , 서비스 등에서 데이터를 가져와 통합 & 가공 새로운 서비스 생성 Network Computing Laboratory | 19 Korea Advanced Institute of Science and Technology
Slide 20: Web Aggregation : Examples Spotback : Personalized News Service News aggregation  Personalization 적용 Diggdot.us digg + slashdot + del.icio.us BaeBo : 통합된 Shopping service Amazon + eBay + Yahoo 통합검색 PubSub : matching service 블로그 + 뉴스그룹 수집 Newsmap : News visualization Google News WingBus : 여행 정보 서비스 여행 정보 블로그 글 수집 Network Computing Laboratory | 20 Korea Advanced Institute of Science and Technology
Slide 21: Technology : RSS, Trackback, Blog RSS ‘Really Simple Syndication’, ‘RDF Site Summary’, ‘Rich Site Summary’ 등 의 약자 RSS 1.0 (RDF 진영 ), RSS 2.0 ( 반 RDF 진영 ), Atom (IETF 표준화 ) RSS feed Examples, Atom feed Examples Trackback mechanism for the communication between blogs (Example) Academic Research Weblogging Ecosystem Workshop (with WWW 2006) ( http://www.blogpulse.com/www2006-workshop/) Text mining: topic detection, phrase mining, sentiment analysis, gender/age/demographic identification, spam filtering, topic trending/tracking, tag analysis Social network analysis: influential bloggers, ranking, authority, centrality, community identification Representations and markup: RSS, XML, microformats, structured blogging Alternative blog forms (podcasting, moblogging, photoblogs, etc.) Network Computing Laboratory | 21 Korea Advanced Institute of Science and Technology
Slide 22: 서비스 개방 Mashup 기존 서비스들을 엮어서 새로운 서비스 생성 예 ) Housingmaps.com = Google Maps + Craigslist Web Services(SOAP) 나 REST (XML data over HTTP) 이용 서비스들은 Open API 를 통해 Remixability 와 Hackability 부여 15 가지 Google 서비스들의 APIs ( http://code.google.com/apis.html ) 216 가지 Web 2.0 API Reference ( http://www.programmableweb.com/apis ) Web 2.0 Mashup Matrix (http://www.programmableweb.com/matrix ) Network Computing Laboratory | 22 Korea Advanced Institute of Science and Technology
Slide 23: Mashup : Examples Virtual Places (mapping) MS Virtual Earth + Amazon + Weather.com + Flickr + MSN Search + FeedMap + GeoURL SecretPrices.com (shopping) Shopping.com ( 가격비교 ) + Amazon.com & Epinions.com ( 사용자 리뷰와 상품 정보 ) + 내부 DB 가격비교와 함께 coupons, rebates, discounts 정보 제공 비교 ) MP3 검색 : Shopping.com vs SecretPrices.com Guess Who is Hotter (photo) HotOrNot API 이용 간단버전 네이버 (search) 네이버 OpenAPI 이용 Network Computing Laboratory | 23 Korea Advanced Institute of Science and Technology
Slide 24: Mashup : Business Model Mashup site 수익모델 광고 , 제휴프로그램 , subscriptions, pay-per-transaction, premium services, M&A(?) etc. Examples SimplyHired.com ( 직업 검색 ) : job boards, company pages, online classifieds, and other data sources 광고 수익 Dude, Where's My Used Car? ( 중고차 검색 ) : eBay + Google Maps 제휴 수익 고려 중 Trulia ( 부동산 검색엔진 ) : 부동산 중개 웹싸이트 + Google Maps 800 만 달러 정도의 투자 유치 Zillow ( 부동산 가치평가 싸이트 ) : 부동산 정보 + MS Virtual Earth 3200 만 달러 투자 유치 Platial (Geo-Blog) : UCC + Digital Globe (Map) 투자 유치 성공 ( 액수 비공개 ) Limitations 상업적 목적을 위한 Mashup 제한 ( 예 . Amazon Light) Network Computing Laboratory | 24 Korea Advanced Institute of Science and Technology
Slide 25: 분산을 통한 컨텐츠 소비 분산 Long tail Network Computing Laboratory | 25 개인화 (Personalization) Korea Advanced Institute of Science and Technology
Slide 26: The Long Tail 20% 의 Head 가 아니라 80% 의 Tail 이 더 중요하다 . Web 1.0 : DoubleClick Web 2.0 : Google AdSense http://www.wired.com/wired/ archive/12.10/tail.html?pg=3 Network Computing Laboratory | 26 Korea Advanced Institute of Science and Technology
Slide 27: 개인화 (Personalization) 사용자의 취향과 니즈에 맞는 서비스 제공 개인화 뉴스 개인화 검색 개인화 홈페이지 추천 시스템 기술과 평판 시스템 기술 이용 Network Computing Laboratory | 27 Korea Advanced Institute of Science and Technology
Slide 28: 플랫폼 관점에서 웹 2.0 Network Computing Laboratory | 28 Korea Advanced Institute of Science and Technology
Slide 29: Platform = 멍석 육갑 , 칠득 , 팔복의 ‘멍석’ 장생과 공길의 ‘재주’ Source: Web 2.0 : 참여와 개방 - 류중희박사 Network Computing Laboratory | 29 Korea Advanced Institute of Science and Technology
Slide 30: Web as Platform “ 플랫폼으로서의 웹”의 의미 웹상의 데이터와 서비스들을 기반으로 새로운 서비스 개발 서비스 개발 , 배포 , 실행의 플랫폼 클라이언트 기술 , 서버 기술 , 컨텐츠 기술의 향상으로 가능 Platform battle (from “What is Web 2.0?”) 이전에는 플랫폼과 어플리케이션의 충돌 Lotus 1-2-3 vs. Excel, WordPerfect vs. Word, Netscape Navigator vs. Internet Explorer 지금은 두 플랫폼 사이의 전쟁 Windows Platform : massive installed base and tightly integrated operating system and APIs  control over programming Web 2.0 Platform : a system without an owner, tied together by a set of protocols, open standards and agreements for coorperation Communication-oriented systems require interoperability  Unless a vendor can control both ends of every interaction, the possibilities of user lock-in via software APIs are limited Network Computing Laboratory | 30 Korea Advanced Institute of Science and Technology
Slide 31: 클라이언트 기술 웹브라우저 : 웹 플랫폼의 클라이언트 프로그램 한계 : 제한된 상호운용성과 사용자 인터페이스 이러한 한계를 극복하기 위한 많은 기술들 등장 RIA RIA (Rich Internet Application) 기술들 Ajax (Asynchronous Javascript and XML) Macromedia Flash & Flex SVG (Scalable Vector Graphics) Laszlo XAML on Windows Vista XUL Application for Firefox Yahoo! Widget (aka. Konfabulator) Apple Dashboard Network Computing Laboratory | 31 Korea Advanced Institute of Science and Technology
Slide 32: 대표적인 RIA 기술 : Ajax 최근 웹기술들의 집합체 XMLHttpRequest 와 JavaScript 를 이용한 비동기 통신 XML 과 XSLT 를 통한 데이터 교환과 처리 DOM 을 지원하여 다이나믹 표현 가능 CSS 와 XHTML 을 이용한 표준 기반 표현 Ajax is not technology but approach like LAMP 2005 년 2 월 Jesse James Garrett에 의해 정의됨 Examples Many Google services (Gmail, Google Suggest, Google Maps…) Web page accessory ( 한메일 주소록 , Naver Suggest, Amazon…) Web-based Office services (Zimbra, Writely, gOffice, Kiko…) Personalized homepages (Windows Live, Google IG, Protopage…) Network Computing Laboratory | 32 Korea Advanced Institute of Science and Technology
Slide 33: 대표적인 RIA 기술 : Ajax Network Computing Laboratory | 33 Korea Advanced Institute of Science and Technology
Slide 34: 서버 기술 서버에서 대부분의 처리가 이루어짐 대부분의 코드는 서버에서 실행 , 데이터베이스도 서버에 존재 신속한 웹 개발과 적은 운용비용을 가능케 하는 환경 요구 신속한 웹 개발 (Agile Web Development) 스크립트형 웹 개발 언어들 PHP, Python, Ruby 웹 프레임워크 Ruby on Rails(RoR), Struts, PEAR, Ajax frameworks (Dojo, Prototype, DWR, Atlas, Google Web Toolkit(GWT)) 오픈 소스 기반 가벼운 서버 환경 LAMP (Linux, Apache, MySQL, PHP&Python&Perl) 리눅스 클러스터링 , P2P, Grid Computing 등의 신기술 Network Computing Laboratory | 34 Korea Advanced Institute of Science and Technology
Slide 35: Weblication: Web-based Office Network Computing Laboratory | 35 Korea Advanced Institute of Science and Technology
Slide 36: Weblication: Personalized Homepage Microsoft Gadget netvibes Network Computing Laboratory | 36 Korea Advanced Institute of Science and Technology
Slide 37: Weblication: Others The Best Web 2.0 Software of 2005 More Great Web 2.0 Software Best Web 2.0 Services Complete List of Web 2.0 Applications 25 Interesting Web 2.0 applications All Things Web 2.0 - "THE LIST“ SEOmoz's Web 2.0 Awards (Best in my opinion) Web 2.0 in the Enterprise Web 2.0 성공사례 Network Computing Laboratory | 37 Korea Advanced Institute of Science and Technology
Slide 38: Web 2.0 Startups Network Computing Laboratory | 38 Korea Advanced Institute of Science and Technology
Slide 39: Contact : Web 2.0 Hub ( http://www.web2hub.com) Network Computing Laboratory | 39 Korea Advanced Institute of Science and Technology