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The term "Web 2.0" (2004–present) is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. Examples of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis, blogs, mashups, and folksonomies. A Web 2.0 site allows its users to interact with other users or to change website content, in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them.
The term is closely associated with Tim O'Reilly because of the O'Reilly Media Web 2.0 conference in 2004. Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but rather to cumulative changes in the ways software developers and end-users use the Web. Whether Web 2.0 is qualitatively different from prior web technologies has been challenged by World Wide Web inventor Tim Berners-Lee, who called the term a "piece of jargon" — precisely because he intended the Web to embody these values in the first place.
History: From Web 1.0 to 2.0
The term "Web 2.0" was coined in 1999 by Darcy DiNucci. In her article, "Fragmented Future," DiNucci writes:
The Web we know now, which loads into a browser window in essentially static screenfulls, is only an embryo of the Web to come. The first glimmerings of Web 2.0 are beginning to appear, and we are just starting to see how that embryo might develop. The Web will be understood not as screenfulls of text and graphics but as a transport mechanism, the ether through which interactivity happens. It will [...] appear on your computer screen, [...] on your TV set [...] your car dashboard [...] your cell phone [...] hand-held game machines [...] maybe even your microwave oven.
Her use of the term deals mainly with Web design and aesthetics; she argues that the Web is "fragmenting" due to the widespread use of portable Web-ready devices. Her article is aimed at designers, reminding them to code for an ever-increasing variety of hardware. As such, her use of the term hints at – but does not directly relate to – the current uses of the term.
The term did not resurface until 2003. These authors focus on the concepts currently associated with the term where, as Scott Dietzen puts it, "the Web becomes a universal, standards-based integration platform".
In 2004, the term began its rise in popularity when O'Reilly Media and MediaLive hosted the first Web 2.0 conference. In their opening remarks, John Batelle and Tim O'Reilly outlined their definition of the "Web as Platform", where software applications are built upon the Web as opposed to upon the desktop. The unique aspect of this migration, they argued, is that "customers are building your business for you". They argued that the activities of users generating content (in the form of ideas, text, videos, or pictures) could be "harnessed" to create value.
O'Reilly et al. contrasted Web 2.0 with what they called "Web 1.0". They associated Web 1.0 with the business models of Netscape and the Encyclopedia Britannica Online. For example,
Netscape framed "the web as platform" in terms of the old software paradigm: their flagship product was the web browser, a desktop application, and their strategy was to use their dominance in the browser market to establish a market for high-priced server products. Control over standards for displaying content and applications in the browser would, in theory, give Netscape the kind of market power enjoyed by Microsoft in the PC market. Much like the "horseless carriage" framed the automobile as an extension of the familiar, Netscape promoted a "webtop" to replace the desktop, and planned to populate that webtop with information updates and applets pushed to the webtop by information providers who would purchase Netscape servers.
In short, Netscape focused on creating software, updating it on occasion, and distributing it to the end users. O'Reilly contrasts this with Google, a company which does not focus on producing software such as a browser but instead focuses on providing a service based on data. The data here, of course, are the links Web page authors make between sites. Google exploits this user-generated content to offer Web search based on reputation through its "Page Rank" algorithm. Unlike software, which undergoes scheduled releases, a service such as Google is constantly updated, a process called "the perpetual beta".
A similar difference can be seen between the Encyclopedia Britannica Online and Wikipedia: while the Britannica relies upon experts to create articles and releases them periodically in publications, Wikipedia relies on radical trust in anonymous users to constantly and quickly build content. Wikipedia is not based on expertise but rather an adaptation of the open source software adage "given enough eyeballs, all bugs are shallow", and it produces and updates articles constantly.
O'Reilly's Web 2.0 conferences have been held every year since 2004, attracting entrepreneurs, large companies, and technology reporters. In terms of the lay public, the term Web 2.0 was largely championed by bloggers and by technology journalists, culminating in the 2006 TIME magazine Person of The Year – "You". That is, TIME selected the masses of users who were participating in content creation on social networks, blogs, wikis, and media sharing sites. The cover story author Lev Grossman explains:
It's a story about community and collaboration on a scale never seen before. It's about the cosmic compendium of knowledge Wikipedia and the million-channel people's network YouTube and the online metropolis MySpace. It's about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes.
Since that time, Web 2.0 has found a place in the lexicon; the Global Language Monitor recently declared it to be the one-millionth English word.
Web 2.0 websites allow users to do more than just retrieve information. They can build on the interactive facilities of "Web 1.0" to provide "Network as platform" computing, allowing users to run software-applications entirely through a browser. Users can own the data on a Web 2.0 site and exercise control over that data. These sites may have an "Architecture of participation" that encourages users to add value to the application as they use it.
The concept of Web-as-participation-platform captures many of these characteristics. Bart Decrem, a founder and former CEO of Flock, calls Web 2.0 the "participatory Web" and regards the Web-as-information-source as Web 1.0.
The impossibility of excluding group-members who don’t contribute to the provision of goods from sharing profits gives rise to the possibility that rational members will prefer to withhold their contribution of effort and free-ride on the contribution of others. This requires what is sometimes called Radical Trust by the management of the website. According to Best, the characteristics of Web 2.0 are: rich user experience, user participation, dynamic content, metadata, web standards and scalability. Further characteristics, such as openness, freedom and collective intelligence by way of user participation, can also be viewed as essential attributes of Web 2.0.
Web 2.0 draws together the capabilities of client- and server-side software, content syndication and the use of network protocols. Standards-oriented web browsers may use plug-ins and software extensions to handle the content and the user interactions. Web 2.0 sites provide users with information storage, creation, and dissemination capabilities that were not possible in the environment now known as "Web 1.0".
- Finding information through keyword search.
- Connects information together into a meaningful information ecosystem using the model of the Web, and provides low-barrier social tools.
- The ability to create and update content leads to the collaborative work of many rather than just a few web authors. In wikis, users may extend, undo and redo each other's work. In blogs, posts and the comments of individuals build up over time.
- Categorization of content by users adding "tags" - short, usually one-word descriptions = to facilitate searching, without dependence on pre-made categories. Collections of tags created by many users within a single system may be referred to as "folksonomies" (i.e., folk taxonomies).
- Software that makes the Web an application platform as well as a document server.
- The use of syndication technology such as RSS to notify users of content changes.
While SLATES forms the basic framework of Enterprise 2.0, it does not contradict all of the higher level Web 2.0 design patterns and business models. And in this way, the new Web 2.0 report from O'Reilly is quite effective and diligent in interweaving the story of Web 2.0 with the specific aspects of Enterprise 2.0. It includes discussions of self-service IT, the long tail of enterprise IT demand, and many other consequences of the Web 2.0 era in the enterprise. The report also makes many sensible recommendations around starting small with pilot projects and measuring results, among a fairly long list. 
How it works
To permit the user to continue to interact with the page, communications such as data requests going to the server are separated from data coming back to the page (asynchronously). Otherwise, the user would have to routinely wait for the data to come back before they can do anything else on that page, just as a user has to wait for a page to complete the reload. This also increases overall performance of the site, as the sending of requests can complete quicker independent of blocking and queueing required to send data back to the client.
On the server side, Web 2.0 uses many of the same technologies as Web 1.0. Languages such as PHP, Ruby, ColdFusion, Perl, Python, and ASP are used by developers to dynamically output data using information from files and databases. What has begun to change in Web 2.0 is the way this data is formatted. In the early days of the Internet, there was little need for different websites to communicate with each other and share data. In the new "participatory web", however, sharing data between sites has become an essential capability. To share its data with other sites, a web site must be able to generate output in machine-readable formats such as XML, RSS, and JSON. When a site's data is available in one of these formats, another website can use it to integrate a portion of that site's functionality into itself, linking the two together. When this design pattern is implemented, it ultimately leads to data that is both easier to find and more thoroughly categorized, a hallmark of the philosophy behind the Web 2.0 movement.
The popularity of the term Web 2.0, along with the increasing use of blogs, wikis, and social networking technologies, has led many in academia and business to coin a flurry of 2.0s, including Library 2.0, Social Work 2.0, Enterprise 2.0, PR 2.0, Classroom 2.0, Publishing 2.0, Medicine 2.0, Telco 2.0, Travel 2.0, Government 2.0, and even Porn 2.0. Many of these 2.0s refer to Web 2.0 technologies as the source of the new version in their respective disciplines and areas. For example, in the Talis white paper "Library 2.0: The Challenge of Disruptive Innovation", Paul Miller argues
Blogs, wikis and RSS are often held up as exemplary manifestations of Web 2.0. A reader of a blog or a wiki is provided with tools to add a comment or even, in the case of the wiki, to edit the content. This is what we call the Read/Write web.Talis believes that Library 2.0 means harnessing this type of participation so that libraries can benefit from increasingly rich collaborative cataloguing efforts, such as including contributions from partner libraries as well as adding rich enhancements, such as book jackets or movie files, to records from publishers and others.
Here, Miller links Web 2.0 technologies and the culture of participation that they engender to the field of library science, supporting his claim that there is now a "Library 2.0". Many of the other proponents of new 2.0s mentioned here use similar methods.
Not much time passed before "Web 3.0" was coined. Definitions of Web 3.0 vary greatly. among other things, about the Semantic Web and personalization. Andrew Keen, author of The Cult of the Amateur, considers the Semantic Web an "unrealisable abstraction" and sees Web 3.0 as the return of experts and authorities to the Web. For example, he points to Bertelsman's deal with the German Wikipedia to produce an edited print version of that encyclopedia. CNN Money's Jessi Hempel expects Web 3.0 to emerge from new and innovative Web 2.0 services with a profitable business model.
Web-based applications and desktops
Ajax has prompted the development of websites that mimic desktop applications, such as word processing, the spreadsheet, and slide-show presentation. WYSIWYG wiki sites replicate many features of PC authoring applications. In 2006 Google, Inc. acquired one of the best-known sites of this broad class, Writely.
Several browser-based "operating systems" have emerged, including EyeOS and YouOS. Although coined as such, many of these services function less like a traditional operating system and more as an application platform. They mimic the user experience of desktop operating-systems, offering features and applications similar to a PC environment, as well as the added ability of being able to run within any modern browser. However, these operating systems do not control the hardware on the client's computer.
Numerous web-based application services appeared during the dot-com bubble of 1997–2001 and then vanished, having failed to gain a critical mass of customers. In 2005, WebEx acquired one of the better-known of these, Intranets.com, for $45 million.
XML and RSS
Advocates of "Web 2.0" may regard syndication of site content as a Web 2.0 feature, involving as it does standardized protocols, which permit end-users to make use of a site's data in another context (such as another website, a browser plugin, or a separate desktop application). Protocols which permit syndication include RSS (Really Simple Syndication — also known as "web syndication"), RDF (as in RSS 1.1), and Atom, all of them XML-based formats. Observers have started to refer to these technologies as "Web feed" as the usability of Web 2.0 evolves and the more user-friendly Feeds icon supplants the RSS icon.
- Specialized protocols
- REST (Representational State Transfer) web APIs use HTTP alone to interact, with XML (eXtensible Markup Language) or JSON payloads;
- SOAP involves POSTing more elaborate XML messages and requests to a server that may contain quite complex, but pre-defined, instructions for the server to follow.
Often servers use proprietary APIs, but standard APIs (for example, for posting to a blog or notifying a blog update) have also come into wide use. Most communications through APIs involve XML or JSON payloads.
Critics of the term claim that "Web 2.0" does not represent a new version of the World Wide Web at all, but merely continues to use so-called "Web 1.0" technologies and concepts. First, techniques such as AJAX do not replace underlying protocols like HTTP, but add an additional layer of abstraction on top of them. Second, many of the ideas of Web 2.0 had already been featured in implementations on networked systems well before the term "Web 2.0" emerged. Amazon.com, for instance, has allowed users to write reviews and consumer guides since its launch in 1995, in a form of self-publishing. Amazon also opened its API to outside developers in 2002. Previous developments also came from research in computer-supported collaborative learning and computer-supported cooperative work and from established products like Lotus Notes and Lotus Domino, all phenomena which precede Web 2.0.But perhaps the most common criticism is that the term is unclear or simply a buzzword. For example, in a podcast interview, Tim Berners-Lee described the term "Web 2.0" as a "piece of jargon":
"Nobody really knows what it means...If Web 2.0 for you is blogs and wikis, then that is people to people. But that was what the Web was supposed to be all along."
Other critics labeled Web 2.0 “a second bubble” (referring to the Dot-com bubble of circa 1995–2001), suggesting that too many Web 2.0 companies attempt to develop the same product with a lack of business models. For example, The Economist has dubbed the mid- to late-2000s focus on Web companies "Bubble 2.0". Venture capitalist Josh Kopelman noted that Web 2.0 had excited only 53,651 people (the number of subscribers at that time to TechCrunch, a Weblog covering Web 2.0 startups and technology news), too few users to make them an economically viable target for consumer applications. Although Bruce Sterling reports he's a fan of Web 2.0, he thinks it is now dead as a rallying concept.[clarification needed]
In terms of Web 2.0's social impact, critics such as Andrew Keen argue that Web 2.0 has created a cult of digital narcissism and amateurism, which undermines the notion of expertise by allowing anybody, anywhere to share – and place undue value upon – their own opinions about any subject and post any kind of content regardless of their particular talents, knowledgeability, credentials, biases or possible hidden agendas. He states that the core assumption of Web 2.0, that all opinions and user-generated content are equally valuable and relevant, is misguided and is instead "creating an endless digital forest of mediocrity: uninformed political commentary, unseemly home videos, embarrassingly amateurish music, unreadable poems, essays and novels", also stating that Wikipedia is full of "mistakes, half truths and misunderstandings".
In November 2004, CMP Media applied to the USPTO for a service mark on the use of the term "WEB 2.0" for live events. On the basis of this application, CMP Media sent a cease-and-desist demand to the Irish non-profit organization IT@Cork on May 24, 2006, but retracted it two days later. The "WEB 2.0" service mark registration passed final PTO Examining Attorney review on May 10, 2006, and was registered on June 27, 2006. The European Union application (application number 004972212, which would confer unambiguous status in Ireland) remains currently[update] pending after its filing on March 23, 2006.
|File:Wikiversity-logo.svg||Wikiversity has learning materials about Web 2.0|
- Cloud computing
- Collective intelligence
- Consumer-generated media
- New Media
- Office suite
- Open Mashup Alliance
- Open source governance
- Radical Trust
- Social commerce
- Social media
- Social networks
- Social shopping
- User-generated content
- Web 1.0
- Web 2.0 for development (web2fordev)
- You (Time Person of the Year)
- application domains
- ↑ "Core Characteristics of Web 2.0 Services". http://www.techpluto.com/web-20-services/.
- ↑ 2.0 2.1 Paul Graham (November 2005). "Web 2.0". http://www.paulgraham.com/web20.html. Retrieved 2006-08-02. ""I first heard the phrase 'Web 2.0' in the name of the Web 2.0 conference in 2004.""
- ↑ 3.0 3.1 3.2 3.3 Tim O'Reilly (2005-09-30). "What Is Web 2.0". O'Reilly Network. http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html. Retrieved 2006-08-06.
- ↑ 4.0 4.1 4.2 "DeveloperWorks Interviews: Tim Berners-Lee". 2006-07-28. http://www.ibm.com/developerworks/podcast/dwi/cm-int082206txt.html. Retrieved 2007-02-07.
- ↑ DiNucci, D. (1999). "Fragmented Future". Print 53 (4): 32. http://www.cdinucci.com/Darcy2/articles/Print/Printarticle7.html.
- ↑ Idehen, Kingsley. 2003. RSS: INJAN (It's not just about news). Blog. Blog Data Space. August 21 OpenLinksW.com
- ↑ Idehen, Kingsley. 2003. Jeff Bezos Comments about Web Services. Blog. Blog Data Space. September 25. OpenLinksW.com
- ↑ Knorr, Eric. 2003. The year of Web services. CIO, December 15.
- ↑ ibid
- ↑ O'Reilly, Tim, and John Battelle. 2004. Opening Welcome: State of the Internet Industry. In . San Francisco, CA, October 5.
- ↑ O’Reilly, T., 2005.
- ↑ Grossman, Lev. 2006. Person of the Year: You. December 25. Time.com
- ↑ "'Millionth English Word' declared". NEWS.BBC.co.uk
- ↑ Dion Hinchcliffe (2006-04-02). "The State of Web 2.0". Web Services Journal. http://web2.wsj2.com/the_state_of_web_20.htm. Retrieved 2006-08-06.
- ↑ Bart Decrem (2006-06-13). "Introducing Flock Beta 1". Flock official blog. http://www.flock.com/node/4500. Retrieved 2007-01-13.
- ↑ Gerald Marwell and Ruth E. Ames: "Experiments on the Provision of Public Goods. I. Resources, Interest, Group Size, and the Free-Rider Problem". The American Journal of Sociology, Vol. 84, No. 6 (May, 1979), pp. 1335–1360
- ↑ Best, D., 2006. Web 2.0 Next Big Thing or Next Big Internet Bubble? Lecture Web Information Systems. Techni sche Universiteit Eindhoven.
- ↑ Greenmeier, Larry and Gaudin, Sharon. "Amid The Rush To Web 2.0, Some Words Of Warning – Web 2.0 – InformationWeek". www.informationweek.com. http://www.informationweek.com/news/management/showArticle.jhtml;jsessionid=EWRPGLVJ53OW2QSNDLPCKHSCJUNN2JVN?articleID=199702353&_requestid=494050. Retrieved 2008-04-04.
- ↑ O’Reilly, T., 2005. What is Web 2.0. Design Patterns and Business Models for the Next Generation of Software, 30, p.2005
- ↑ McAfee, A. (2006). Enterprise 2.0: The Dawn of Emergent Collaboration. MIT Sloan Management review. Vol. 47, No. 3, p. 21–28.
- ↑ Blogs.ZDnet.com
- ↑ Maraksquires.com
- ↑ Schick, S., 2005. I second that emotion. IT Business.ca (Canada).
- ↑ Miller, P., 2008. Library 2.0: The Challenge of Disruptive Innovation. Available at: Google.com
- ↑ Singer, Jonathan B. (2009). The Role and Regulations for Technology in Social Work Practice and E-Therapy: Social Work 2.0. In A. R. Roberts (Ed).. New York, U.S.A.: Oxford University Press. ISBN 978-0195369373. http://www.us.oup.com/us/catalog/general/subject/SocialWork/~~/dmlldz11c2EmY2k9OTc4MDE5NTM2OTM3Mw==.
- ↑ Breakenridge, D., 2008. PR 2.0: New Media, New Tools, New Audiences 1st ed., FT Press.
- ↑ Eggers, William D. (2005). Government 2.0: Using Technology to Improve Education, Cut Red Tape, Reduce Gridlock, and Enhance Democracy. Lanham MD, U.S.A.: Rowman & Littlefield Publishers, Inc.. ISBN 978-0742541757. http://www.manhattan-institute.org/government2.0/.
- ↑ Rusak, Sergey (2009). Web 2.0 Becoming An Outdated Term. Boston, MA, U.S.A.: Progressive Advertiser. http://www.progressiveadvertiser.com/web-2-0-becoming-an-outdated-term/.
- ↑ Miller 10–11
- ↑ Agarwal, Amit. "Web 3.0 concepts explained in plain English". Labnol.org
- ↑ Keen, Andrew. "Web 1.0 + Web 2.0 = Web 3.0." TypePad.com
- ↑ Hempel, Jessi. "Web 2.0 is so over. Welcome to Web 3.0." CNN Money. CNN.com
- ↑ "Google buys Web word-processing technology". www.news.com. http://www.news.com/2100-1032_3-6048136.html. Retrieved 2007-12-12.
- ↑ "Can eyeOS Succeed Where Desktop.com Failed?". www.techcrunch.com. http://www.techcrunch.com/2006/11/27/eyeos-open-source-webos-for-the-masses/. Retrieved 2007-12-12.
- ↑ "Tech Beat Hey YouOS! – BusinessWeek". www.businessweek.com. http://www.businessweek.com/the_thread/techbeat/archives/2006/03/hey_youos.html. Retrieved 2007-12-12.
- ↑ "PC World — WebEx Snaps Up Intranets.com". www.pcworld.com. http://www.pcworld.com/article/id,122068-page,1/article.html. Retrieved 2007-12-12.
- ↑ Tim O'Reilly (2002-06-18). "Amazon Web Services API". O'Reilly Network. http://www.oreillynet.com/pub/wlg/1707?wlg=yes. Retrieved 2006-05-27.
- ↑ "Bubble 2.0". The Economist. 2005-12-22. http://www.economist.com/business/displaystory.cfm?story_id=E1_QQNVDDS. Retrieved 2006-12-20.
- ↑ Josh Kopelman (2006-05-11). "53,651". Redeye VC. http://redeye.firstround.com/2006/05/53651.html. Retrieved 2006-12-21.
- ↑ ""Bruce Sterling presenta il web 2.0"". "LASTAMPA.it". http://www.lastampa.it/multimedia/multimedia.asp?p=1&IDmsezione=29&IDalbum=8558&tipo=VIDEO#mpos.
- ↑ ""Gartner 2006 Emerging Technologies Hype Cycle". http://www.gartner.com/it/page.jsp?id=495475.
- ↑ ""Critical Perspectives on Web 2.0", Special issue of First Monday, 13(3), 2008. UIC.edu".
- ↑ ""Thinking is so over". London. http://technology.timesonline.co.uk/tol/news/tech_and_web/personal_tech/article1874668.ece.
- ↑ 44.0 44.1 USPTO serial number 78322306
- ↑ "O'Reilly and CMP Exercise Trademark on 'Web 2.0'". Slashdot. 2006-05-26. http://yro.slashdot.org/article.pl?sid=06/05/26/1238245. Retrieved 2006-05-27.
- ↑ Nathan Torkington (2006-05-26). "O'Reilly's coverage of Web 2.0 as a service mark". O'Reilly Radar. http://radar.oreilly.com/archives/2006/05/more_on_our_web_20_service_mar.html. Retrieved 2006-06-01.
- "Handbook of Research on Web 2.0, 3.0, and X.0: Technologies, Business, and Social Applications", San Murugesan (Editor), Information Science Research, Hershey – New York, October 2009, ISBN 978-1-60566-384-5
- Deloitte & Touche LLP - Canada (2008 study) - Change your world or the world will change you: The future of collaborative government and Web 2.0
- McKinsey & Company - Global Survey - McKinseyQuarterly.com, How businesses are using Web 2.0, June 2008
- UIC.edu , "Critical Perspectives on Web 2.0", Special issue of First Monday, 13(3), 2008.
- MacManus, Richard. Porter, Joshua. Digital-Web.com, "Web 2.0 for Designers", Digital Web Magazine, May 4, 2005.
- Graham Vickery, Sacha Wunsch-Vincent: OECD.org , "Participative Web and User-Created Content: Web 2.0, Wikis and Social Networking; OECD, 2007
- CodersAdvocate.com, Harjit Sandhu, "Web 2.0 simplified, where did it all start"; 2009
- ImarkGroup.org, "Web 2.0 and Social Media for Development" ; 2009