TL;DR: In this paper, the authors identify the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media and examine the relevance of Web2.0 for marketing strategy and for direct marketing in particular.
Abstract: This paper identifies the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular. The issue is not a clear-cut one: while several observers saw in Web 2.0 a new stage in the evolution of the internet, others simply rejected it as a new High-Tech hype while there is still no generally accepted definition and demarcation of the term. Paradoxically, even without an accepted definition and despite lack of extensive research, the corporate world seems to embrace the Web 2.0 concept: high-profile mergers and acquisitions have already taken place or are under way while corporations are rushing to integrate various forms of social media into their marketing planning. The experience so far, based to a large degree on anecdotal evidence, is that Web 2.0 has a substantial effect on consumer behaviour and has contributed to an unprecedented customer empowerment. The consequences are far reaching, affecting not only the area of technology development but also the domains of business strategy and marketing. From the academic but also the practical point of view, attention must be placed on the demarcation and evaluation of the new technologies and trends so that the real value of Web 2.0 as a component of the modern marketing can be determined.
TL;DR: Novel challenges due to the different structures of Web 2.0 sites, richer methods of user interaction, new technologies, and fundamentally different philosophy are identified.
Abstract: Web 2.0 is a buzzword introduced in 2003-04 which is commonly used to encompass various novel phenomena on the World Wide Web. Although largely a marketing term, some of the key attributes associated with Web 2.0 include the growth of social networks, bi-directional communication, various 'glue' technologies, and significant diversity in content types. We are not aware of a technical comparison between Web 1.0 and 2.0. While most of Web 2.0 runs on the same substrate as 1.0, there are some key differences. We capture those differences and their implications for technical work in this paper. Our goal is to identify the primary differences leading to the properties of interest in 2.0 to be characterized. We identify novel challenges due to the different structures of Web 2.0 sites, richer methods of user interaction, new technologies, and fundamentally different philosophy. Although a significant amount of past work can be reapplied, some critical thinking is needed for the networking community to analyze the challenges of this new and rapidly evolving environment.
TL;DR: In this paper, the authors identify the primary differences leading to the properties of interest in 2.0 to be characterized and identify novel challenges due to the different structures of Web2.0 sites, richer methods of user interaction, new technologies and fundamentally different philosophy.
Abstract: Web 2.0 is a buzzword introduced in 2003/04 which is commonly used to encompass various novel phenomena on the World Wide Web. Although largely a marketing term, some of the key attributes associated with Web 2.0 include the growth of social networks, bi-directional communication, various ‘glue’ technologies, and significant diversity in content types. We are not aware of a technical comparison between Web 1.0 and 2.0. While most of Web 2.0 runs on the same substrate as 1.0, there are some key differences. We capture those differences and their implications for technical work in this space. Our goal is to identify the primary differences leading to the properties of interest in 2.0 to be characterized. We identify novel challenges due to the different structures of Web 2.0 sites, richer methods of user interaction, new technologies, and fundamentally different philosophy. Although a significant amount of past work can be reapplied, some critical thinking is needed for the networking community to analyze the challenges of this new and rapidly evolving environment.
TL;DR: The Internet and the Web are evolving to a platform for collaboration, sharing, innovation and user-created content—the so-called Web 2.0 environment, its tools, applications, characteristics, and various types of online groups are described.
Abstract: The Internet and the Web are evolving to a platform for collaboration, sharing, innovation and user-created content—the so-called Web 2.0 environment. This environment includes social and business networks, and it is influencing what people do on the Web and intranets, individually and in groups. This paper describes the Web 2.0 environment, its tools, applications, characteristics. It also describes various types of online groups, especially social networks, and how they operate in the Web 2.0 environment. Of special interest is the way organization members communicate and collaborate mainly via wikis and blogs. In addition, the paper includes a proposed triad relational model (Technology–People–Community) of social/work life on the Internet. Particularly, social/work groups are becoming sustainable because of the incentives for participants to connect and network with other users. A discussion of group dynamics that is based on the human needs for trust, support, and sharing, regardless if the setting is a physical or virtual one, follows. Finally, future research directions are outlined.
TL;DR: In this paper, the authors argue that the Web has been transformational and we need to understand it, we need anticipate future developments and identify opportunities and threats, and that we need a new discipline: Web Science.
Abstract: Our motivation is that the Web has been transformational and we need to understand it, we need to anticipate future developments and identify opportunities and threats. We need a new discipline: Web Science
TL;DR: This chapter discusses the Oows Model-Driven approach for Developing Web Applications, and the need for Empirical Web Engineering, as well as quality Evaluation and Experimental Web Engineering.
Abstract: Web Engineering and Web Applications Development.- Web Application Development: Challenges And The Role Of Web Engineering.- The Web as an Application Platform.- Web Design Methods.- Overview of Design Issues for Web Applications Development.- Applying the Oows Model-Driven Approach for Developing Web Applications. The Internet Movie Database Case Study.- Modeling and Implementing Web Applications with Oohdm.- Uml-Based Web Engineering.- Designing Multichannel Web Applications as "Dialogue Systems": the Idm Model.- Designing Web Applications with Webml and Webratio.- HERA.- WSDM: Web Semantics Design Method.- An Overview Of Model-Driven Web Engineering and the Mda.- Quality Evaluation and Experimental Web Engineering.- How to Measure and Evaluate Web Applications in a Consistent Way.- The Need for Empirical Web Engineering: An Introduction.- Conclusions.
TL;DR: This paper outlines a semantic weblogs scenario that illustrates the potential for combining Web 2.0 and Semantic Web technologies, while highlighting the unresolved issues that impede its realization.
TL;DR: In this paper, the authors present an application management framework for web applications that may provide speed improvements, capability improvements, user experience improvements, increased advertising profit opportunities, and simplified application development to a wide range of network devices.
Abstract: Various embodiments are directed to an application management framework for web applications that may provide speed improvements, capability improvements, user experience improvements, increased advertising profit opportunities, and simplified application development to wide range of network devices. The described embodiments may employ techniques for containing, controlling, and presenting multiple web-based applications in a shared web browser application management framework. Sharing a web browser application management framework provides the capability for rapidly switching between applications, allows for multitasking, facilitates using a common set of input controls for applications, and makes it possible for applications to be available with little perceived startup ('boot') time. The described embodiments also provide incentives for web application users, web application developers, web application portal providers, and web advertising providers to share in transactions between one another.
TL;DR: A new approach called OOH4RIA is proposed which proposes a model-driven development process that extends OOH methodology and introduces new structural and behavioural models in order to represent a complete RIA and to apply transformations that reduce the effort and accelerate its development.
Abstract: Traditionally, Web applications have had great limitations in the usability and interactivity of their user interfaces. To overcome these limitations, a new type of Web applications called rich Internet applications (RIAs) has recently appeared providing richer and more efficient graphical components similar to desktop applications. However, RIAs are rather complex and their development requires the designing and implementation tasks which are time-consuming and error-prone. Moreover, RIA development is a new challenge for the Web engineering methodologies requiring their modification and the introduction of other concerns. In this context, we propose a new approach called OOH4RIA which proposes a model-driven development process that extends OOH methodology. It introduces new structural and behavioural models in order to represent a complete RIA and to apply transformations that reduce the effort and accelerate its development. This RIA will be implemented on the promising Google Web toolkit (GWT) framework.
TL;DR: The authors argue that by applying the fundamental principles of basic psychological need theory, the authors can better understand how the Web 2.0 technologies and applications have made possible these transformative changes in electronic markets.
Abstract: A recent major shift has broadly impacted the evolution of electronic commerce: Web 2.0. This paradigm shift represents the change of the Internet from a market for goods and services to a socially centered and user-driven marketplace. The authors argue that by applying the fundamental principles of basic psychological need theory, we can better understand how the Web 2.0 technologies and applications have made possible these transformative changes in electronic markets. We provide an underlying conceptual needs-focused model helping us understand today's commerce and consumer behavior on the web. These observations are scrutinized within the Web 2.0 context and demonstrate how the world of conducting business has changed and how this world must link and embrace the unfolding new world of social relationships, developing communities and networks on the web.
TL;DR: The spiar architectural style is introduced which captures the essence of ajax applications and the guiding software engineering principles and the constraints chosen to induce the desired properties are described.
TL;DR: This Handbook of Research on Web Information Systems Quality integrates invaluable research on the models, measures, and methodologies of Web information systems, software quality, and Web engineering into one practical guide to Web information system quality, making it an essential addition to all library collections.
Abstract: Web information systems engineering resolves the multifaceted issues of Web-based systems development; however, as part of an emergent yet prolific industry, Web site quality assurance is a continually adaptive process needing a comprehensive reference tool to merge all cutting-edge research and innovations. The Handbook of Research on Web Information Systems Quality integrates invaluable research on the models, measures, and methodologies of Web information systems, software quality, and Web engineering into one practical guide to Web information systems quality, making this handbook of research an essential addition to all library collections.
TL;DR: The most important approaches in this newly emerging field ofsemantic tuplespace computing are introduced, giving an account of the current state-of-the-art, and identifying new directions of research and development.
Abstract: Semantic technologies promise to solve many challenging problems of the present Web applications. As they achieve a feasible level of maturity, they become increasingly accepted in various business settings at enterprise level. By contrast, their usability in open environments such as the Web—with respect to issues such as scalability, dynamism and openness—still requires additional investigation. In particular, Semantic Web services have inherited the Web service communication model, which is primarily based on synchronous message exchange technology such as remote procedure call (RPC), thus being incompatible with the REST (REpresentational State Transfer) architectural model of the Web. Recent advances in the field of middleware propose ‘semantic tuplespace computing’ as an instrument for coping with this situation. Arguing that truly Web-compliant Web service communication should be based, analogously to the conventional Web, on shared access to persistently published data instead of message passing, space-based middleware introduces a coordination infrastructure by means of which services can exchange information in a time-and reference-decoupled manner. In this article, we introduce the most important approaches in this newly emerging field. Our objective is to analyze and compare the solutions proposed so far, thus giving an account of the current state-of-the-art, and identifying new directions of research and development.
TL;DR: This book by the author of the best-selling Software Engineering: A Practitioner's Approach is unique in its application of software engineering principles to building effective web-based systems and applications.
Abstract: This book by the author of the best-selling Software Engineering: A Practitioner's Approach is unique in its application of software engineering principles to building effective web-based systems and applications. Roger Pressman and his co-author, David Lowe, offer practical advice to students and professionals alike on how to engineer and maintain complex websites.
Roger Pressman is the leading authority in software engineering and one of the best-known authors in computer science. His new book targets the emerging web engineering market, an area whose parameters and character are still evolving and where an experienced and trusted voice is especially welcome.
This book is designed to provide students with a solid understanding of a pragmatic process for engineering Web-based applications. It is written in an informal, conversational style, using a question and answer format to mentor the reader in this new engineering discipline.
Table of contents
Web Engineering: A Practioner's Approach 1eChapter 1: Web-based SystemsChapter 2: Web EngineeringChapter 3: A Web Engineering ProcessChapter 4: CommunicationChapter 5: PlanningChapter 6: The Modeling ActivityChapter 7: Analysis Modeling For WebAppsChapter 8: WebApp DesignChapter 9: Interaction DesignChapter 10: Information DesignChapter 11: Functional DesignChapter 12: Construction and DeploymentChapter 13: Design PatternsChapter 14: Technologies and ToolsChapter 15: WebApp TestingChapter 16: Change and Content ManagementChapter 17: Future Directions
TL;DR: A new breed of web application, dubbed ajax, is emerging in response to a limited degree of interactivity in large-grain stateless Web interactions as mentioned in this paper. But the lack of a coherent and precisely described set of architectural concepts makes it difficult to understand, assess, and compare the existing approaches.
Abstract: Preprint of article published in: Journal of Systems and Software (Elsevier), 81 (12), 2008; doi:101016/jjss200804005 A new breed of web application, dubbed ajax, is emerging in response to a limited degree of interactivity in large-grain stateless Web interactions At the heart of this new approach lies a single page interaction model that facilitates rich interactivity Also push-based solutions from the distributed systems are being adopted on the web for ajax applications The field is, however, characterized by the lack of a coherent and precisely described set of architectural concepts As a consequence, it is rather difficult to understand, assess, and compare the existing approaches We have studied and experimented with several ajax frameworks trying to understand their architectural properties In this paper, we summarize four of these frameworks and examine their properties and introduce the spiar architectural style which captures the essence of ajax applications We describe the guiding software engineering principles and the constraints chosen to induce the desired properties The style emphasizes user interface component development, intermediary delta-communication between client/server components, and push-based event notification of state changes through the components, to improve a number of properties such as user interactivity, user-perceived latency, data coherence, and ease of development In addition, we use the concepts and principles to discuss various open issues in ajax frameworks and application development
TL;DR: This article analyses the SW applications from a 'market' perspective, setting the key requirements for real-world information systems that are SW-enabled and discussing the major difficulties for the SW uptake that has been delayed.
Abstract: In recent years, Semantic Web (SW) research has resulted in significant outcomes. Various industries have adopted SW technologies, while the 'deep web' is still pursuing the critical transformation point, in which the majority of data found on the deep web will be exploited through SW value layers. In this article we analyse the SW applications from a 'market' perspective. We are setting the key requirements for real-world information systems that are SW-enabled and we discuss the major difficulties for the SW uptake that has been delayed. This article contributes to the literature of SW and knowledge management providing a context for discourse towards best practices on SW-based information systems.
TL;DR: In this paper, Web 2.0-based technologies advance both collective and individual intelligence in both the workplace and at the individual level.
Abstract: In this paper, Web 2.0-based technologies advance both collective and individual intelligence.
TL;DR: Web 2.0 can be understood as a key intervention, from within the dot.com / new media business sector, recovering from the crash, that re-asserts the equal legitimacy of the use of networked computing, over high-speed lines, for computing-oriented activities, and not just video on demand and voice over IP.
Abstract: Web 2.0 has been a dominant concept in recent discussion and development of Internet applications, businesses and uses. Dating from 2004, the term Web 2.0 is variously understood as new forms of website development and delivery technology, changing uses of the Internet to emphasise sociability over consumption, new understandings of the possible financial exploitation of the web, and more broadly, a new way of thinking about the Internet as a whole. However, Web 2.0 is, conceptually, both more and less than these various understandings and we can only grasp why it has become such a key term in contemporary usage by appreciating two key discursive foundations for this term. Firstly, much Web 2.0 thinking is a re-expression of long-held ideas about the Internet and the web. Secondly, at the particular time when Web 2.0 was made popular, net technology policy makers and financial analysts were primarily enthused by the possibilities of broadband networks for improved and more profitable versions of the well-established businesses of telephony and audio-visual entertainment, and had to some extent consigned novel, web-based services to a lesser role, following the dot.com crash. Thus, as I argue in this paper, Web 2.0 can be understood as a key intervention, from within the dot.com / new media business sector, recovering from the crash, that re-asserts the equal legitimacy of the use of networked computing, over high-speed lines, for computing-oriented activities, and not just video on demand and voice over IP. In short, in the first years of this century, discussions about the future of the Internet had become dominated by arguments for increased broadband access, substantially concerned with providing more traditional video and voice services in new ways. The World Wide Web was seen as relatively unimportant for this purpose, even though it was part of the so-called 'triple play' of voice and data services. At this time, first in the hands of Tim O'Reilly and then from others who took up his position, Web 2.0 became a catchy simple term under which to mount a campaign for the renaissance of the World Wide Web as a quite distinct, yet equally important, form of media and communications. So, Web 2.0 provides evidence that, while there is a convergence of all forms of media and communications towards similar data traffic over the Internet, there remain diverging views over the nature, control and use of the Internet, views that express the degree to which corporate players imagine themselves to be 'media', 'telephony' or 'computing' in primary orientation.
TL;DR: This work presents its own view for a next generation Web version that makes a convergence between the real world and the virtual means of communication and information access, enabling an ambient intelligence scenario of pervasive and ubiquitous computing.
Abstract: Version numbering of the Web has become a common practice in recent years. The latest version is the Web 3.0. However, this term is still somehow ambiguous and IT experts do not seem to agree on a specific definition. We present a review of such different trends for the next generation of the Web, while providing our own view for a next generation Web version that makes a convergence between the real world and the virtual means of communication and information access, enabling an ambient intelligence scenario of pervasive and ubiquitous computing.
TL;DR: This paper aims to give an in-depth comparison of seven modeling approaches supporting the development of UWAs by applying a detailed set of evaluation criteria and by demonstrating its applicability on basis of an exemplary tourism web application.
Abstract: Purpose – Ubiquitous web applications (UWA) are a new type of web applications which are accessed in various contexts, i.e. through different devices, by users with various interests, at anytime from anyplace around the globe. For such full-fledged, complex software systems, a methodologically sound engineering approach in terms of model-driven engineering (MDE) is crucial. Several modeling approaches have already been proposed that capture the ubiquitous nature of web applications, each of them having different origins, pursuing different goals and providing a pantheon of concepts. This paper aims to give an in-depth comparison of seven modeling approaches supporting the development of UWAs. Design/methodology/approach – This methodology is conducted by applying a detailed set of evaluation criteria and by demonstrating its applicability on basis of an exemplary tourism web application. In particular, five commonly found ubiquitous scenarios are investigated, thus providing initial insight into the modeling concepts of each approach as well as to facilitate their comparability. Findings – The results gained indicate that many modeling approaches lack a proper MDE foundation in terms of meta-models and tool support. The proposed modeling mechanisms for ubiquity are often limited, since they neither cover all relevant context factors in an explicit, self-contained, and extensible way, nor allow for a wide spectrum of extensible adaptation operations. The provided modeling concepts frequently do not allow dealing with all different parts of a web application in terms of its content, hypertext, and presentation levels as well as their structural and behavioral features. Finally, current modeling approaches do not reflect the crosscutting nature of ubiquity but rather intermingle context and adaptation issues with the core parts of a web application, thus hampering maintainability and extensibility. Originality/value – Different from other surveys in the area of modeling web applications, this paper specifically considers modeling concepts for their ubiquitous nature, together with an investigation of available support for MDD in a comprehensive way, using a well-defined as well as fine-grained catalogue of more than 30 evaluation criteria.
TL;DR: This paper addresses the issue of selecting and composing Web services not only according to their functional requirements but also to their transactional properties and QoS characteristics defined using a quality model.
Abstract: Web services composition has been gaining interest over the last years as it leverages the capabilities to offer complex operations resulting from the aggregation of Web services offered by different organizations. As composite Web services are often long-running, loosely coupled and cross-organizational applications, advanced transactional support is required to ensure reliable execution. In addition, in the presence of multiple Web services with equivalent functionality, users will discriminate the alternatives based on their quality of service (QoS). This paper address the issue of selecting and composing Web services not only according to their functional requirements but also to their transactional properties and QoS characteristics defined using a quality model. In this model, Web services are selected in a way that satisfies user preferences. These preferences are expressed as weights over QoS criterion and as risk level defining semantically the transactional requirements.
TL;DR: It is argued in particular that Web users engaging in information search are likely to develop simple heuristics to select in a cognitively efficient way trustworthy sources of information and the consequences of this hypothesis are discussed.
Abstract: Several studies have addressed the issue of what makes information on the World Wide Web credible. Understanding how we select reliable sources of information and how we estimate their credibility has been drawing an increasing interest in the literature on the Web. In this paper I argue that the study of information search behavior can provide social and cognitive scientists with an extraordinary insight into the processes mediating knowledge acquisition by epistemic deference. I review some of the major methodological proposals to study how users judge the reliability of a source of information on the World Wide Web and I propose an alternative framework inspired by the idea that--as cognitively evolved organisms--we adopt strategies that are as effortless as possible. I argue in particular that Web users engaging in information search are likely to develop simple heuristics to select in a cognitively efficient way trustworthy sources of information and I discuss the consequences of this hypothesis and related research directions.
TL;DR: This work proposes a model-driven approach to RIA development by combining the UML-based Web engineering (UWE) method for data and business logic modeling with the RUX-method for the user interface modeling of RIAs.
Abstract: The rapidly increasing importance of rich Internet applications (RIAs) calls for systematic RIA development methods. However, most current Web engineering methods focus on Web 1.0 applications only; RIAs, on the contrary, are still developed in an ad-hoc manner, which often results in error-prone and hard-to-maintain products. We propose a model-driven approach to RIA development by combining the UML-based Web engineering (UWE) method for data and business logic modeling with the RUX-method for the user interface modeling of RIAs.
TL;DR: Making it easier for models to communicate will increase their collective power and the breadth of questions they can address, while providing web access to their results will facilitate greater extraction of societal benefits by managers, policy makers, and the public.
Abstract: Climate change is a major threat to the world's protected areas, yet the difficulty of making good predictions of the impacts of change constrains management, planning, and policy making. An important factor limiting development of these predictions is the inability of existing computer models, which simulate ecosystem and related processes, to easily exchange information. The ecological Model Web, now in the early stages of development, addresses this limitation. The Model Web will be an open-ended network of interoperable computer models and databases that use web services to communicate with one another and with end-users. Analogous to the World Wide Web, it will grow organically and opportunistically within a framework of broad goals and high-level standards. Making it easier for models to communicate will increase their collective power and the breadth of questions they can address, while providing web access to their results will facilitate greater extraction of societal benefits by manager...
TL;DR: Model-Driven Software Development is becoming a widely accepted approach for developing complex distributed applications and existing model-driven Web engineering approaches already provide excellent methodologies and tools for the design and development of most kinds of Web applications.
Abstract: 1. INTRODUCTION Model-Driven Software Development (MDSD) is becoming a widely accepted approach for developing complex distributed applications. MDSD advocates the use of models as the key artifacts in all phases of development, from system specification and analysis, to design and implementation. Each model usually addresses one concern, independently from the rest of the issues involved in the construction of the system. Thus, the basic functionality of the system can be separated from its final implementation; the business logic can be separated from the underlying platform technology, etc. The transformations between models enable the automated implementation of a system from the different models defined for it. Web Engineering is a specific domain in which MDSD can be successfully applied. Most of the technology is here to implement systems that exploit the Web paradigm, but the effective design of Web applications is still a concern: the complexity and requirements on Web applications are constantly growing, while the supporting technologies and platforms rapidly evolve. Existing model-driven Web engineering (MDWE) approaches already provide excellent methodologies and tools for the design and development of most kinds of Web applications. They address different concerns using
TL;DR: It is shown that a Web-service interface supporting standardized naming, protection, and object-access services can solve the problems of the migration from desktop applications to Web-based services and can greatly simplify the creation of a new generation of object-management services for the Web.
Abstract: The migration from desktop applications to Web-based services is scattering personal data across a myriad of Web sites, such as Google, Flickr, YouTube, and Amazon S3. This dispersal poses new challenges for users, making it more difficult for them to: (1) organize, search, and archive their data, much of which is now hosted by Web sites; (2) create heterogeneous, multi-Web-service object collections and share them in a protected way; and (3) manipulate their data with standard applications or scripts.In this paper, we show that a Web-service interface supporting standardized naming, protection, and object-access services can solve these problems and can greatly simplify the creation of a new generation of object-management services for the Web. We describe the implementation of Menagerie, a proof-of-concept prototype that provides these services for Web-based applications. At a high level, Menagerie creates an integrated file and object system from heterogeneous, personal Web-service objects dispersed across the Internet. We present several object-management applications we developed on Menagerie to show the practicality and benefits of our approach.
TL;DR: Covering topics such as next-generation networks, XML query processing, and Semantic Web services, this book provides cutting-edge research for practitioners and academicians involved in agent technology and Web engineering fields.
Abstract: In recent years, the emerging field of agent technologies has become mainstream in Web engineering. With constant field developments and updates, a reference source is needed that reflects the increased scope of agent technology application domains and development practices and tools. Agent Technologies and Web Engineering: Applications and Systems presents the latest tools and applications addressing critical issues involved with information technology and Web engineering research. Covering topics such as next-generation networks, XML query processing, and Semantic Web services, this book provides cutting-edge research for practitioners and academicians involved in agent technology and Web engineering fields.
TL;DR: A non-technical guide to what makes a successful Web 2.0 company, regardless of its size or resources, aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages.
Abstract: "Web 2.0" has taken on buzzword status. It's now shorthand for everything that is new, cutting-edge, and gaining momentum online. Web 2.0 can describe particular Web sites; cultural trends like social networking, blogging, or podcasting; or the underlying technology that makes today's coolest Web applications possible. Many Web 2.0 innovations were pioneered by behemoths like Google, Amazon, Apple, YouTube, and MySpace. But even the smallest, leanest companies can take advantage of the new trends, new and open-source programming tools, and new networks. This book presents a wealth of ideas that will enable any business to quickly and affordably deploy Web 2.0 best practices to gain customers and maximize profits. Web 2.0 is more a series of trends than a basket of "things": --More and more, power is in the hands of individual users and their networks. --Web content is distributed, sorted, combined, and displayed across the Web in formats and places not anticipated by the content creators. --New technology now makes rich online experiences and complex software applications possible, and at a low cost. --Integration is breaking down walls between PCs and mobile devices. Web 2.0 is a landscape in which users control their online experience and influence the experiences of others. Business success on the Web, therefore, now comes from harnessing the power of social networks, computing networks, media and opinion networks, and advertising networks. Web 2.0 takes advantage of higher bandwidth and lighter-weight programming tools to create rich, engaging online experiences that compete with television and other offline activities. With examples and case studies from real businesses, this book demonstrates what makes a successful Web 2.0 company, regardless of its size or resources. A non-technical guide, it is aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages.