Ibm.com Site Architecture © 2006 IBM Corporation ibm.com Site Architecture Web 2.0 (why should you...

ibm.com Site Architecture

ibm.com Site Architecture © 2006 IBM Corporation

Web 2.0 (why should you care ?)

Matt Ganis

IBM Senior Technical Staff MemberHawthorne, NY


© 2006 IBM Corporationibm.com Site Architecture

Who am I ?

Senior Technical Staff Member, IBM Hawthorne

– Site architecture for www.ibm.com

– Have been: Developer, security, I/T (Olypmics)……

Started in IBM in 1983 (yes, I was a Pace Co-Op)

Graduated Pace in 1985 (BS Computer Science)

– 1992 MBA I/S (Lubin School of Business)

– 2000 MSc Astronomy (University Western Sydney)

– 2007 Doctor of Professional Studies (Seidenberg)



Why are you here ?

Why are you learning Java ?

– Why do we think it’s important ?



Survey (freshmeat)



Java has become ubiquitous

Write Once, Run Anywhere

– If you want to distribute an application across multiple platforms without rewriting significant pieces of it, Java is a great choice. The Java 2 platform is currently available for Linux, Unix, Windows and Mac

These same ideals are being embraced by Web (using open standards/software)



What is Web 2.0

Web 2.0 is an attitude not a technology. It's about enabling and encouraging participation through open applications and services.”

the widespread sense that there's something qualitatively different about today's web. … Web 2.0 is the era when people have come to realize that it's not the software that enables the web that matters so much as the services that are delivered over the web

Paradigm shift in the way people think about and develop internet applications

The point isn't the features, it's the underlying philosophy of relinquishing control.



Some Web 2.0 concepts



Web 2.0 is about taking the web to the next level of evolution.

Static web sites

Web 2.0

Sites are social, let users interact with each

other, take advantage of the web as a

platform

Sites became interactive and they work around the constraints of the web



Trends



Social Trends

Spread of Broadband

– Increasingly ubiquitous connections

A generation of “web natives”

– Living on the web (mySpace, Facebook)

– Social networking; blogging; instant messenger

Create, not just consume



Business Trends

Exploit the Long Tail– At internet scale even niche communities are

very large“We sold more books today

that we didn't sell at all yesterday, than we sold today of all the books that did sell yesterday.”

– Amazon employee quoted on Wikipedia

Success of web services – No need to own the user interface. It's your data

that they want Users can enrich your data

“Harnessing collective intelligence of users”– Review and Recommend or Social Bookmarking;

Folksonomies



Technology Trends

The Power of XML– Easier to exchange and process application independent data

Agile Engineering

– Incrementally developer your product; short release cycles– Continually adapt to user needs– “The Perpetual Beta”

Maturation of the browser

– XHTML, DOM, CSS, Javascript

– Browser as platform, not just document viewer



The Web as a Platform Using the benefits of the web platform

– Huge numbers of users

– No need to ship out software, just update the site

Sharing Services

– “here is our API”

– Finding new uses

– SOA (Service Oriented Architectures) and Web2.0

“Participation, not publishing”

Blogging

– RSS (really simple syndication) feeds allow you to subscribe to a particular blog or site



Web as a platform

Google Maps

– http://maps.google.com/maps?q=861+Bedford+Rd+Pleasantville,+NY+10570



The Web as Platform (continued)Supports “The Long Tail”: No longer have to target the products which will sell large numbers Only way to use the tail is to keep costs low, web provides a platform to

do that Consumers can get that really bizarre product that they can’t get in

stores

Long Tail Examples: eBay products exchange hands

for just a few dollars create a movie and have it seen

by hundreds of thousands online even if you can’t get a distributor

YouTube - $1.65B acquisition Jobs that pay less than 10cents

(http://www.mturk.com)



Harnessing Collective Intelligence

“architecting systems so that they get smarter the more people use them”

Wikipedia; The Free Encyclopedia that anyone can edit

– If you don't want your writing to be edited mercilessly or redistributed by others, do not submit it

Google; Page Ranking

– based on the number of links to a site and the popularity of the sources

– Amazon• Displays the most popular options and recommendations which are real-

time computation based on actual sales



Harnessing Collective Intelligence (continued)

The Many are smarter than the Few

– Don’t “chase the expert”, “ask the crowd”

• Ask the Audience

– “Best collective decisions are the product of disagreement and contest, not consensus or compromise”

• Look at the standards bodies

– “With most things, the average is mediocrity. With decision making, it’s often excellence”



Blogseach - http://blogsearch.google.com



Data is the Next Intel Inside

Value of service is based on the database underneath

Example: Amazon

– Gets the same book information as other book stores from the ISBN registry

– Adds images, table of contents, and sample chapters from publishers

– Also users provide “Reviews” of the items

Mashup

– The Right to Re-mix, Some Rights reserved

– Combining data from multiple sources to provide additional value



Mashup Example

http://www.geocaching.com

– Imbedded google maps



End of the Software Release Cycle

Launch

– There is no need to wait until you have a finished product before launching a beta version of the application

– Balance between having enough functionality for a Beta and being stable enough not to annoy your users too much

– Using the Blogosphere to get word out there.

– Stealth mode is often used to get users interested even before you are done first cycle of development

Example: Gmail



4. End of the Software Release Cycle (continued)

“Perpetual Beta”

– Observe your users, add features and watch if they use it and how they use it.

– Remove unused features

– Gather feedback from your users on what functionality they want and just add it

In some of our projects we typically have releases every 2-3 months

“Test Driven Development”

– provides a way to quickly regression test your application

– End up with great test suite



Conclusion

Think of a Paradigm Shift as a change from one way of thinking to another.

It's a revolution, a transformation, a sort of metamorphosis. It does not just happen, but rather it is driven by agents of change.

- Thomas Kuhn

The Structure of Scientific Revolution



Thank youQuestions/comments/thoughts

Slides available at:http://webpage.pace.edu/mganis/present/web20.ppt

[email protected]

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