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Slide 1: Widget Ecosystem and Economy March 28, 2008 Jo, SanKu 조산구 차세대 개발 TFT @ KT
Slide 2: Contents I. Background II. What is Widget? III. Widget Usage IV. Widget & Personalization V. Open Ecosystem & Widget Economy VI. Summary
Slide 3: Widget New Story of Web Wild Widgety World Webpage vs. Widget Distributed Web Dynamic Web Open Ecosystem Widget Economy
Slide 4: Background
Slide 6: Decentralization & Atomization One Way Limited Contents: Short Head Centralized Closed Provider Centric Two Ways Unlimited Contents: + Longtail Distributed Open User Centric
Slide 7: Media: Mass Media -> Me Media , We Media Content: Web Site -> Page -> Micro Content Convergence and Divergence
Slide 8: Portable Web Widget Distributed Web Remixed Web Programmable Web Dion Hinchcliffe
Slide 9: Me As MEdia Blog Creator Synthesizer Mash-upper Editor Aggregator Distributor Consumer Google Technorati
Slide 10: Publishing2.0 Widget Do-It-Yourself Engagement Dion Hinchcliffe
Slide 11: Personalized Web Service Finds You HTTP RSS Widget People to Services Services to You
Slide 12: Seamless Experience on Multi Devices Widget Services Multi Devices
Slide 15: Viral Marketing and Network Effect
Slide 18: Widgets Badges Gadgets
Slide 19: Widgets  Highly interactive micro-applications  Widgets as a new way to reach a dispersed audience on millions of other sites across the Web: widgetized web  Offer users a rich media experience and a high level of engagement  Simple and ease of consumption and distribution  Easy sharing makes for viral distribution  Interoperability on more devices and Seamless User Experience  Business models: driving site traffic, content consumption, advertising  Slide.com now reaches an audience of more than 134 M through its widgets
Slide 20: Widget Types  Desktop  Web  Personal Web Widgets  Public Widgets  Mobile  Physical Widget Station
Slide 21: Desktop Widgets  Mac Dashboard Widgets  MS Vista Sidebar Gadgets  Linux Widgets  Google Desktop Gadgets  Yahoo! Widgets
Slide 25: Mobile Widgets Webwag.com, Zenzui    Nokia WidSets 300 Mobile Phone Models 4,500 Widgets “…in the U.S. marketing spending on m obile widgets will reach [US]$500 millio n by 2010, up from about $2 million [in March 2007]” [BusinessWeek]
Slide 26: Widgets are a Natural Fit for Mobile Devices  Use less bandwidth than typical browsing  Browsing not easy; usually need some select service fast; touch screen  Always running/instant on  Emerging Standards/Technologies: Mobile Flash and Flash Lite, Java ME and JavaFX Mobile, Mojax  PDA platforms (Palm, Windows Mobile)  Fring, ZenZui, BluePulse, Mobio, Widset, Mob ile Distellery/Celsius, Opera, iPhone
Slide 27: Widget Station WidgetStation
Slide 28: Widget Station Personal Internet Player Open Source Hardware Design + Simple + Internet + Widget + Toy + Private
Slide 30: SoIP lifestyle sports buddy friend connection a better wake-up music station (powers + streams) + photo sharing, video mash-ups, multimedia messaging, games, gossip, news …
Slide 34: Key Design Considerations  Scalability  Cost-Effectiveness  Reliability  Exploitation by others  Global reach  Security  Ease of Consumption  Leveraging Network Effects  End User Motivation Dion Hinchcliffe
Slide 35: Widget Engine Architecture
Slide 36: Widget Usage
Slide 37: Widget Usage  Digital Content Distribution Made Easy  Advertising  Social Widget  Enterprise Widget  Personalized Web  Website or Personal Profile Enhancement  Self-Expression and Publishing 2.0  Site Functionality Enhancement  Mash-ups and Deep Integration  Revenue Generation
Slide 38: Current State of the Widget  Nearly every Web 2.0 company includes a userdistributed widget in their viral-marketing strategy.  Large brands are beginning to build widgets for brand expansion into social networks and personal pages.  Widget-only companies are being funded and launched (slide, rockyou, etc).  Widgets have become so popular widget-aggregators have begun to launch Alok Bhardwaj, HiddenReflex
Slide 39: Widget Ranking World Wide Items 1 to 100 Total Internet : Total Audience Top 100 Properties Google Sites Microsoft Sites Yahoo! Sites Time Warner Network eBay All Widgets Wikipedia Sites Fox Interactive Media Amazon Sites Slide Apple Inc. Adobe Sites CNET Networks Ask Network RockYou Viacom Digital Lycos Sites The Mozilla Organization Gorilla Nation New York Times Digital Terra Networks TENCENT Inc. France Telecom Total Unique Visitors (000) 778,310 N/A 544,783 529,156 471,924 266,368 264,732 239,327 208,120 163,546 145,947 134,046 123,554 121,966 116,579 115,655 101,028 88,655 77,518 70,851 67,789 66,230 63,021 61,970 60,847 % Reach 100.0 N/A 70.0 68.0 60.6 34.2 34.0 0.31 26.7 21.0 18.8 0.17 15.9 15.7 15.0 14.9 0.13 11.4 10.0 9.1 8.7 8.5 8.1 8.0 7.8 USA June 2007 Items 1 to 100 Total Internet : Total Audience Top 100 Properties Yahoo! Sites Google Sites Time Warner Network Microsoft Sites All Widgets Fox Interactive Media eBay Slide.com Amazon Sites Ask Network RockYou Wikipedia Sites Apple Inc. New York Times Digital Viacom Digital Weather Channel, The Adobe Sites CNET Networks Gorilla Nation AT&T, Inc. Target Corporation Expedia Inc FACEBOOK.COM Total Unique Visitors (000) 178,839 N/A 133,093 123,601 123,379 116,824 87,098 83,598 81,224 53,613 53,285 52,600 50,453 47,031 44,114 42,718 42,212 39,865 36,441 31,023 30,721 29,992 28,323 28,238 27,965 % Reach 100.0 N/A 74.4 69.1 69.0 65.3 48.7% 46.7 45.4 30.0% 29.8% 29.4 28% 26.3 24.7 23.9 23.6 22.3 20.4 17.3 17.2 16.8 15.8 15.8 15.6 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] [P] http://marksilva.wordpress.com/2007/09/25/widgets-vs-ad-networks-rankings/ Based on comScore Widget Metrix June 2007
Slide 40: The Random House Book Widget  Showcase Random House books everywhere online  Market the Random House brand  Let users preview books  Let users buy books  Spread the widget virally
Slide 41: The YouTube Widget (Badge)  Highly viral with excellent end user motivation  Uses the Web as a content “billboard”  Consistently drives user growth, video views, and traffic back to the site  Didn’t take the user’s intelligence for granted  video Dion Hinchcliffe
Slide 43: The Google AdSense: Text to Image/Video  Probably the most successful widget in history  Drives an enormous amount of revenue for Google  Turns the entire Web into Google’s ad platform (The Long Tail of content/advertising)  Key aspects  Good user incentive  Extreme ease of use  Strong viral feedback loop
Slide 44: Widget Ads
Slide 45: Social Widget
Slide 46: Widget Users Are Social Network Users
Slide 47: Enterprise Widget (SAP) “2007: year of the Widget?” [Newsweek]
Slide 48: Popular Widget Category All Widgets Slideshows/Photos All Other Music Toys Visitor Maps/Events Video 48.7% 37.9% 35.9% 24.6% 17.3% 15.3% 8.8% Source: comScore Widget Metrix, June 2007
Slide 49: Widget & Personalization YouNiverse Participate, Linked, and Empowered Value & Attention Services Contents Business
Slide 50: Widget and Personalization (webwag.com)
Slide 52: Your Attention Only At Your Home Our digital life is growing out of control Focus your attention on what you care Tariq Krim, CEO
Slide 53: 268%
Slide 55: Age of Personalization
Slide 57: Personalization Market Share
Slide 58: Open Web Ecosystem Widget Economy
Slide 59: Widget Enabling New Open Web Ecosystem Brining More Values with Network Effect Advertisers Publishers Ecosystem Users
Slide 60: Open Web Philosophy, Policy, & Technology
Slide 61: Money  Driving visitors to your site with network effects (BrandExtension/More Conversions)  Advertisement Widgets  Advertising-Supported Widgets  Selling Widgets (Premium Contents and Products)  Widget Gallery, Search, Distribution  Widget Platform  Widget Ad Network
Slide 62: Widget Ecosystem and Widget Economy Developers Power Users Content & Application Providers PC/Platform (Vista, Linux, Browder, Android) Web (Blog, Personal Web) Mobile Widget Creators (Platform) Widget Gallery Widget Station Users Advertisers Distributers Web, Desktop, Mobile, Station
Slide 63: Widget Creators (Platform Providers with Widget Gallery) define, design, develop, deploy
Slide 64: Widget Gallery
Slide 65: Netvibes Widget Ecosystem Based on UWA(Universal Widget Architecture Content & Application Providers Widget Creators UWA UWA Widget Gallery Users Advertisers Environment (Terminals, Containers)
Slide 66: Netvibes Widget Ecosystem Based on UWA
Slide 67: Chumby Widget Economy building and delivering your personal internet Content & Application Providers Widget Creators Widget Gallery Users Advertisers
Slide 68: Google’s Strategy for Widget with Open Social Open Social is a common APIs for building Social Application across many websites Easy development Social Apps are normally created in the same way that Google Gadgets are Google’s Plan for “Widget Standardization”
Slide 69: Widget Ecosystem Developers Power Users Platform Providers Web (Blog, Personal Web) PC/Platform (Vista, Linux, Browder, Android) Content & Application Providers Widget Gallery Widget Creators Advertisers SoIP Wibro IPTV Mobile Widget Station iPod/iPhone Users Environment (Terminals, Containers)
Slide 70: Content and Application Providers Communication, Personalization , Syndication ,Visualization
Slide 71: Distributers Channels, Walled Gardens, Consumers Terminals/Devices Desktop, pda, mobile, web-enabled
Slide 72: Web2.0 vs. Web0.2
Slide 73: Widget? New Web What is Next? When? X X ?
Slide 74: Widget as Open Ecosystem Enabler To Bring the Vitality of Innovation to Korea Market Size +70% … +30% … … … …
Slide 75: Widget Economy Changing Value Chain 1 Early Internet : Web site, HTTP, Contents Providers 1. CP Web Site Access http Access & Read 2 Web1.0 Service Providers: Web page, HTTP, Portal Access & Read/Write http 2. Sticky Syndication of All Contents, Centralized 3 Web2.0 People Cetric: Micro Contents, RSS, Widget, Personalization Widget Feed & Read/Write Personalization RSS 3. Light Syndication of Micro Contents, Distributed
Slide 76: Summary
Slide 77: The Future of Widget  Easy User-Generated Widgets (UCW)  Evolution to High Performance RIDAs (Rich Internet/Desktop Applications)  Cross-OS, Cross-Site, Web+Desktop Widgets  More Devices Supporting Widgets (Mobile, IPTV, PMP)  More Widget Stations  Widget Ad Networks  Real Money  Market Consolidation  Challenges: Mixed Design, Scalability, Uncertainty, Revenue Models, Time to Market
Slide 78: Opportunity or Risk  Naturally Web2.0  Distributed and Programmable Web  Personalization  Interactive and High Engagement  Viral Marketing through Millions of Other Pages  New Open Ecosystem Changing Value Chain  Widget Economy with New Revenue Models  Interoperability and Seamless Experience on Multi Devices  New Web
Slide 82: Together
Slide 84: KT IS PEOPLE JoSanKu@KT.Com