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web2.0 and best practices
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The book describes web2.0 from perspective of marketing, users and technologies.
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O ’ R E I L L Y R A D A R
Web 2.0
Principles and Best Practices
John Musser
with Tim O’Reilly
& the O’Reilly Radar Team
Web 2.0 Principles and Best Practices
by John Musser with Tim O’Reilly and the O’Reilly Radar Team
Copyright © 2007 O’Reilly Media, Inc. All rights reserved.
Printed in the United States of America
Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472
O’Reilly books may be purchased for educational, business, or sales promotional use. Online
editions are also available for most titles (safari.oreilly.com). For more information, contact our
corporate/institutional sales department: (800) 998-9938 or corporate@oreilly.com.
Editor: Simon St.Laurent
Production Editor: Laurel R.T. Ruma
Proofreader: Marlowe Shaeffer
Cover Designers: Steve Fehler and Karen Montgomery
Interior Designer: Ron Bilodeau
Illustrator: Robert Romano
Nutshell Handbook, the Nutshell Handbook logo, and the O’Reilly logo are registered trade-
marks of O’Reilly Media, Inc.
Many of the designations used by manufacturers and sellers to distinguish their products are
claimed as trademarks. Where those designations appear in this report, and O’Reilly Media, Inc.
was aware of a trademark claim, the designations have been printed in caps or initial caps.
While every precaution has been taken in the preparation of this report, the publisher and authors
assume no responsibility for errors or omissions, or for damages resulting from the use of the
information contained herein.
ISBN-10: 0-596-52769-1
ISBN-13: 978-0-596-52769-3
[M]
Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Section I: Market Drivers of Web 2.0 . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Six Key Market Drivers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Section II: Ingredients of Web 2.0 Success . . . . . . . . . . . . . . . . . . . 10
The Eight Core Patterns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Web 2.0 Patterns and Practices Quick Reference . . . . . . . . . . . . . . . . . . 12
Section III: Web 2.0 Exemplars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Web 2.0 Profile: Amazon.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Web 2.0 Profile: Flickr.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
Section IV: Web 2.0 Assessment . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Appendix A: Web 2.0 Reading List . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
Appendix B: Technologies of Web 2.0 . . . . . . . . . . . . . . . . . . . . . . . 90
Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
O’Reilly Media Inc.
Web 2.0 Principles and Best Practices, Fall 2006
Introduction
In 2004, we realized that the Web was on the cusp of a new era, one that would
nally let loose the power of network eects, setting o a surge of innovation and
opportunity. To help usher in this new era, O’Reilly Media and CMP launched a
conference that showcased the innovators who were driving it. When O’Reilly’s
Dale Dougherty came up with the term “Web 2.0” during a brainstorming session,
we knew we had the name for the conference. What we didn’t know was that the
industry would embrace the Web 2.0 meme and that it would come to represent
the new Web.
Web 2.0 is much more than just pasting a new user interface onto an old applica-
tion. It’s a way of thinking, a new perspective on the entire business of software—
from concept through delivery, from marketing through support. Web 2.0 thrives
on network eects: databases that get richer the more people interact with them,
applications that are smarter the more people use them, marketing that is driven
by user stories and experiences, and applications that interact with each other to
form a broader computing platform.
The trend toward networked applications is accelerating. While Web 2.0 has ini-
tially taken hold in consumer-facing applications, the infrastructure required to
build these applications, and the scale at which they are operating, means that,
much as PCs took over from mainframes in a classic demonstration of Clayton
Christensen’s “innovator’s dilemma” hypothesis, web applications can and will
move into the enterprise space.
Two years ago we launched the Web 2.0 Conference to evangelize Web 2.0 and
to get the industry to take notice of the seismic shift we were experiencing. This
report is for those who are ready to respond to that shift. It digs beneath the hype
and buzzwords, and teaches the underlying rules of Web 2.0—what they are, how
successful Web 2.0 companies are applying them, and how to apply them to your
own business. It’s a practical resource that provides essential tools for competing
and thriving in today’s emerging business world. I hope it inspires you to embrace
the Web 2.0 opportunity.
—Tim O’Reilly, Fall 2006
5 Web 2.0 Principles and Best Practices
Executive Summary
Web 2.0 is a set of economic, social, and technology trends that collectively
form the basis for the next generation of the Internet—a more mature,
distinctive medium characterized by user participation, openness, and
network effects.
Web 2.0 is here today, yet its vast disruptive impact is just beginning. More than just
the latest technology buzzword, it’s a transformative force that’s propelling companies
across all industries toward a new way of doing business. Those who act on the Web
2.0 opportunity stand to gain an early-mover advantage in their markets.
O’Reilly Media has identified eight core patterns that are keys to understanding and
navigating the Web 2.0 era. This report details the problems each pattern solves or
opportunities it creates, and provides a thorough analysis of market trends, proven
best practices, case studies of industry leaders, and tools for hands-on self-assessment.
To compete and thrive in today’s Web 2.0 world, technology decision-makers—
including executives, product strategists, entrepreneurs, and thought leaders—need
to act now, before the market settles into a new equilibrium. This report shows you
how.
What’s causing this change? Consider the following raw demographic and techno-
logical drivers:
One billion people around the globe now have access to the Internet
Mobile devices outnumber desktop computers by a factor of two
Nearly 50 percent of all U.S. Internet access is now via always-on broadband
connections
Combine drivers with the fundamental laws of social networks and lessons from the
Web’s first decade, and:
In the first quarter of 2006, MySpace.com signed up 280,000 new users each
day and had the second most Internet traffic
By the second quarter of 2006, 50 million blogs were created—new ones
were added at a rate of two per second
In 2005, eBay conducted 8 billion API-based web services transactions
These trends manifest themselves under a variety of guises, names, and technologies:
social computing, user-generated content, software as a service, podcasting, blogs,
and the read–write web. Taken together, they are Web 2.0, the next-generation, user-
driven, intelligent web. This report is a guide to understanding the principles of Web
2.0 today, providing you with the information and tools you need to implement Web
2.0 concepts in your own products and organization.
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