The Web Is Certainly Making An Impact Somewhere Near You.: Laurent HAUG

WEB 2.
0
The web is certainly making an impact somewhere near you.
Laurent HAUG laurent@liftconference.com www.liftconference.com
laurent@liftconference.com www.liftconference.com
Table of contents
Defining web 2.0 Whats happening? Youre in (try to enjoy the ride) Business 2.0 Whats next?
DEFINING WEB 2.0

A billion people, a billion definitions.
http://www.oreillynet.com/lpt/a/6228
Tim OReillys Web 2.0

1. 2. 3. 4. 5. 6. The Web As Platform Harnessing Collective Intelligence Data is the Next Intel Inside End of the Software Release Cycle Lightweight Programming Models Software Above the Level of a Single Device 7. Rich User Experiences
1.0 <-> 2.0
A disputed term
No real boundaries Multiple interpretations Defining a moving concept Web cant be versioned Original vision of the web
A disputed term
World Economic Forum Annual Meeting 2007 - The Impact of Web 2.0 (check the video on videos.google.com)
Web 2.0 definitely is a buzzword, and its overused. But the movement is only starting. That movement is about leveraging the power of people CHAD HURLEY
What were seeing is a return to the roots of the web. CATARINA FAKE
Web 2.0 is enabling a fundamental shift in power that really is giving power to the consumer MARK PARKER Its a way to collaborate with your customers, to allow them to co-create with you. PETER SCHWARTZ
WHATS HAPPENING (AND WHY?)

Why you cant not care about the internet anymore
New players
ONLINE $
The end of the 50% of useless ads

Total U.S. Internet Spending (M$)
2000: 7134 2006: 15998
Search Advertising
2000: 286 2006: 6681
8% of total US advertising online in 2006E, 13%+ within 5 years.

Source: The State of the Internet, Morgan Stanley
NEW TOOLS AND INFRASTRUCTURE
Tools for the people

Blogs Technorati coComment Wikis Digg CMS Sourceforge IM Chat
ADSL RSS APIs ASP ROR/LAMP Ajax Tags
CONNECTED PEOPLE
From an elite/geeky media to grandmas living room
Internet Mobile
2005 2006 2007 1039 1191 1343 300+ 600+ 1000+

10-15%user growth 20-30%usage growth 30%+ monetization growth

90 80 70 60 50 40 30 20 10 0
19 98 19 99 20 00
Evolution of users expectations and services offering
Users expectations Services offering
20 01
20 02
20 03
20 04
20 05
Time laurent@liftconference.com
www.liftconference.com
20 06
20 07
GETTING TO MARKET IS EASY
Idea = business
Cheap hardware Cheap platforms (Linux, Apache) Open source = you never start from scratch Coders everywhere Money, reputation, location, network dont matter as much as before.
Startuping is cheap
DropSend: Build $48,012 / Monthly $3,625 Freshbooks Build $20,000 / Monthly $46,000 Mayas Mom: Build $70,000 / Monthly $30,000 Mobissimo: Build $60,000 / Monthly $150,000 Wesabe: Build $200,000 / Monthly: $3,000
http://thebankwatch.com/2007/03/15/how-much-does-it-cost-to-build-the-best-web-apps-today-and-how-should-banks-react/
scoble
Techcrunch
technorati
technorati.com/search/cocomment
BUZZWORD?
A new reality
Customer as the new center of gravity Global competition, open world New markets (china, russia, senior citizens, long tail) and spaces (online worlds, TVoip, voip, advertising, work collaboration) New audiences Impact on all aspects of business
New rules
New balance of power New workforce New tools New competition New business models New lifestyle New environment
New players
GYM Amazon Ebay Wikipedia Feedburner Flickr, blogger, Skype, technorati, techcrunch, mybloglog, cocomment, weblogs inc, numsum, writely, etc etc
New opportunities
New possibilities New audiences New markets New worlds
New challenges
Share control Competition everywhere Ideas everywhere Privacy / transparency Sustainability of business models Bubble? etc
New concepts and ideas

Markets are conversations Customer is king Folksonomies Wisdom of the crowds Crowdsourcing Network effect Open is sustainable Co-creation Social Network Perpetual beta Open source Mashups Long tail The world is flat
Markets are conversations

Micro publication
Blogs, podcasting, vlogs Decentralization of information gathering Barrier to entry is talent Audiences are up for grab
Somebody out there is talking about you Nobody can control the online conversation
The cluetrain manifesto, Doc Searls, David Weinberger, etc Naked conversations, Robert Scoble and Shel Israel. laurent@liftconference.com www.liftconference.com
Customer is king (no kidding!)

People want to participate and have the tools to do so. Trust in peers, not in marketing discourse. People can now force a company to change its path (Sony, Kryptonite, Broadcast flag, Vichy, Google bombs)
Google bombs
The world is flat

Thomas Friedman (NYT columnist)
the world is becoming flat. Several technological and political forces have converged, and that has produced a global, Web-enabled playing field that allows for multiple forms of collaboration without regard to geography or distance - or soon, even language.
http://www.wired.com/wired/archive/13.05/friedman_pr.html
Friedmans 10 Great Levelers

1. 2. 3. 4. 5. Fall of the Berlin Wall Netscape IPO Work flow software Open-sourcing Outsourcing 6. 7. 8. 9. 10. Offshoring Supply-chaining Insourcing In-forming Wireless
The long tail
ONE THING TO REMEMBER
The web is out of its silo

It is having an impact on your market, your strategy, your people, your competitors, your processes, etc..
Take it out of the IT department. www.liftconference.com
YOURE IN
You are already making the new web better.
Passive contributions
Every time you search, you make Google better Amazon Gmail Analytics
Active contributions
Blogging Commenting Tagging Digging Wikiing
People are talking about you

Technorati coComment Video/audio search Flickr
BUSINESS 2.0
Buckle up
A few examples
User generated content Communities Co-creation Outsourcing Global microbrand 3D
Youtube
User generated content Targeted ads See also: vPod, DailyMotion, mySpace
MTV
Following changes in audience habits Moving from TV to community Complete change in business model Complete change in competitive landscape
See also: Le Monde, Guardian, BBC

BREAKING NEWS: Read the latest State of the Media 2007 report! http://www.stateofthemedia.org/2007/
Lego
Co-creation with customer Lego mindstorm
And also: Lafraise, Microsoft, Google.
Loral
Outsourcing of critical (and fun) tasks to customers Focus on practical side current_TV (tinyurl.com/25kr3v)
See also: IBM brainstorm, Apple, Wikipedia.
Stormhoek
Global microbrands, leveraging the long tail And also: Moo.com, 37signals, English Cut, Thingamy, TVBgone, Cafepress, Stardoll
most of our members are girls and boys between the ages of 7 and 17. Stardoll is one of few places on the Internet developed with an emphasis on girls self-expression and fantasy fashion play
World of warcraft
Persistent 3D world Parallel economy See also: Second Life, Playstation home, Xbox live
WEB 2.0 BUSINESS MODELS
Service based
Moo.com Service model Probably 2-3 months of coding Built on top of Flickr 25$ for 100 business cards Most viral product ever
Freemium
Meetic Freemium / subscription based model Millions of people Moved past early reserves (now its the normal behaviour)
CPA
Action based advertising Netvibes, Kelkoo Empty toolbox Built on top of the web
CPM
Mass (but targeted) display advertising Joost, feedburner Precise knowledge of audience location and behavior
Revenue sharing
Make money on users content Revver
Datamining
Flickr camera info Data mining Creating value from data without violating privacy
BEYOND WEB2.0
If I could be sure of this slide, I would be in the Bahamas right now
Intention economy Mobile New centers of gravity (post, infosnack) New kings 3D Communicating objects Semantic web

The Web Is Certainly Making An Impact Somewhere Near You.: Laurent HAUG

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WEB 2.

DEFINING WEB 2.0

Tim OReillys Web 2.0

1.0 <-> 2.0

WHATS HAPPENING (AND WHY?)

The end of the 50% of useless ads

8% of total US advertising online in 2006E, 13%+ within 5 years.

NEW TOOLS AND INFRASTRUCTURE

Tools for the people

ADSL RSS APIs ASP ROR/LAMP Ajax Tags

From an elite/geeky media to grandmas living room

Source: The State of the Internet, Morgan Stanley

10-15%user growth 20-30%usage growth 30%+ monetization growth

Evolution of users expectations and services offering

Users expectations Services offering

GETTING TO MARKET IS EASY

New concepts and ideas

Markets are conversations

Customer is king (no kidding!)

The world is flat

Friedmans 10 Great Levelers

The long tail

ONE THING TO REMEMBER

The web is out of its silo

People are talking about you

See also: Le Monde, Guardian, BBC

And also: Lafraise, Microsoft, Google.

WEB 2.0 BUSINESS MODELS

If I could be sure of this slide, I would be in the Bahamas right now

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