In his book, “A Pattern Language”, Christopher Alexander prescribes a format for the concise description of the solution to architectural problems. He writes: “Each pattern describes a problem that occurs over and over again in our environment, and then describes the core of the solution to that problem, in such a way that you can use this solution a million times over, without ever doing it the same way twice.”

1. The Long Tail
Small sites make up the bulk of the internet’s content; narrow niches make up the bulk of internet’s the possible applications. Therefore: Leverage customer-self service and algorithmic data management to reach out to the entire web, to the edges and not just the center, to the long tail and not just the head.
2. Data is the Next Intel Inside
Applications are increasingly data-driven. Therefore: For competitive advantage, seek to own a unique, hard-to-recreate source of data.
3. Users Add Value
The key to competitive advantage in internet applications is the extent to which users add their own data to that which you provide. Therefore: Don’t restrict your “architecture of participation” to software development. Involve your users both implicitly and explicitly in adding value to your application.
4. Network Effects by Default
Only a small percentage of users will go to the trouble of adding value to your application. Therefore: Set inclusive defaults for aggregating user data as a side-effect of their use of the application.
5. Some Rights Reserved.
Intellectual property protection limits re-use and prevents experimentation. Therefore: When benefits come from collective adoption, not private restriction, make sure that barriers to adoption are low. Follow existing standards, and use licenses with as few restrictions as possible. Design for “hackability” and “remixability.”
6. The Perpetual Beta
When devices and programs are connected to the internet, applications are no longer software artifacts, they are ongoing services. Therefore: Don’t package up new features into monolithic releases, but instead add them on a regular basis as part of the normal user experience. Engage your users as real-time testers, and instrument the service so that you know how people use the new features.
7. Cooperate, Don’t Control
Web 2.0 applications are built of a network of cooperating data services. Therefore: Offer web services interfaces and content syndication, and re-use the data services of others. Support lightweight programming models that allow for loosely-coupled systems.
8. Software Above the Level of a Single Device
The PC is no longer the only access device for internet applications, and applications that are limited to a single device are less valuable than those that are connected. Therefore: Design your application from the get-go to integrate services across handheld devices, PCs, and internet servers.

In his article What Is Web 2.0 – Design Patterns and Business Models for the Next Generation of Software Tim O’Reilly gives a very detailed description of these seven principles.

1. The Web As Platform
2. Harnessing Collective Intelligence
3. Data is the Next Intel Inside
4. End of the Software Release Cycle
5. Lightweight Programming Models
6. Software Above the Level of a Single Device
7. Rich User Experiences

Core Competencies of Web 2.0 Companies

In exploring the seven principles above, we’ve highlighted some of the principal features of Web 2.0. Each of the examples we’ve explored demonstrates one or more of those key principles, but may miss others. Let’s close, therefore, by summarizing what we believe to be the core competencies of Web 2.0 companies:

* Services, not packaged software, with cost-effective scalability
* Control over unique, hard-to-recreate data sources that get richer as more people use them
* Trusting users as co-developers
* Harnessing collective intelligence
* Leveraging the long tail through customer self-service
* Software above the level of a single device
* Lightweight user interfaces, development models, AND business models

The next time a company claims that it’s “Web 2.0,” test their features against the list above. The more points they score, the more they are worthy of the name. Remember, though, that excellence in one area may be more telling than some small steps in all seven.

Some of the information provided is very interesting, I will be waiting with interest to see if this term “Web 2.0″ becomes something, or not.

What is Web 2.0? Well the definitions out there aren’t clear and precise. Tim O’Reilly from O’Reilly Publishing has a detailed description at http://www.oreillynet.com/lpt/a/6228. (More notes from this below) His compact description is:

The Web 2 Conference (www.web2con.com) with the theme “Revving the Web” has some interesting content on the site.

Let me be clear, I didn’t know what Web 2.0 was 2 hours ago, I stumbled across an article Web 2.0 Principles applied by Yellowikis while research IT Outsourcing jobs in India/China etc (go figure). Anyway, the following summation prompted me to read about this topic a little more.

* Web-based (of course) and uses wiki technology; the same MediaWiki software that powers Wikipedia.
* Any user can both read and write content – adding business listings and editing them. To put it in ‘Web 2.0 wanker’ terms, it harnesses collective intelligence.
* Requires a significant amount of ‘trust’ in the users.
* Can be deployed via the Web in countries all over the world (see Emily Chang’s interview with Paul Youlten for more details on this aspect).
* Developed and is maintained by a small team (just Paul and his 14-year old daughter – both working part-time).
* Has fast, lightweight and inexpensive development cycles.
* Uses Open Source LAMP technologies (Linux, Apache, MySQL and PHP) – meaning it is very cheap to run.
* The content has no copyright and is freely licensed under the GNU Free Documentation License 1.2.
* Can and will hook into other Web systems, e.g. Google Maps. Indeed if it introduces its own APIs, then it will be able to be remixed by other developers.
* Relies on word-of-mouth and other ‘viral’ marketing.
* Requires network effects to kick in order to be successful (at least at the scale of disrupting the Yellow Pages industry).
* Yellowikis will get better the more people use it. The Wikipedia is an excellent example of this.

Taking a few lines from Tim O’Reillys detailed description as a quick taste for you to read more.

• Wikipedia, an online encyclopedia based on the unlikely notion that an entry can be added by any web user, and edited by any other, is a radical experiment in trust, applying Eric Raymond’s dictum (originally coined in the context of open source software) that “with enough eyeballs, all bugs are shallow,” to content creation. Wikipedia is already in the top 100 websites, and many think it will be in the top ten before long. This is a profound change in the dynamics of content creation!
• It is a truism that the greatest internet success stories don’t advertise their products. Their adoption is driven by “viral marketing”–that is, recommendations propagating directly from one user to another. You can almost make the case that if a site or product relies on advertising to get the word out, it isn’t Web 2.0.
• 4. End of the Software Release Cycle – As noted above in the discussion of Google vs. Netscape, one of the defining characteristics of internet era software is that it is delivered as a service, not as a product. This fact leads to a number of fundamental changes in the business model of such a company:
• One of the key lessons of the Web 2.0 era is this: Users add value. But only a small percentage of users will go to the trouble of adding value to your application via explicit means. Therefore, Web 2.0 companies set inclusive defaults for aggregating user data and building value as a side-effect of ordinary use of the application. As noted above, they build systems that get better the more people use them.
• Contrast, however, the position of Amazon.com. Like competitors such as Barnesandnoble.com, its original database came from ISBN registry provider R.R. Bowker. But unlike MapQuest, Amazon relentlessly enhanced the data, adding publisher-supplied data such as cover images, table of contents, index, and sample material. Even more importantly, they harnessed their users to annotate the data, such that after ten years, Amazon, not Bowker, is the primary source for bibliographic data on books, a reference source for scholars and librarians as well as consumers. Amazon also introduced their own proprietary identifier, the ASIN, which corresponds to the ISBN where one is present, and creates an equivalent namespace for products without one. Effectively, Amazon “embraced and extended” their data suppliers.
• Users must be treated as co-developers, in a reflection of open source development practices (even if the software in question is unlikely to be released under an open source license.) The open source dictum, “release early and release often” in fact has morphed into an even more radical position, “the perpetual beta,” in which the product is developed in the open, with new features slipstreamed in on a monthly, weekly, or even daily basis. It’s no accident that services such as Gmail, Google Maps, Flickr, del.icio.us, and the like may be expected to bear a “Beta” logo for years at a time.
• …Support lightweight programming models that allow for loosely coupled systems…. …Think syndication, not coordination… … Design for “hackability” and remixability…

I could go on.

Other References
ZDNET Web2Con

I’m writing something about Web 2.0, but I got distracted by the random header quotes that appear on the website at www.web2con.com. Never being a Simpon’s fan, but it reminds me of those sites out there with all Bart’s blackboard quotes.

• “Web 1.0 was making the Internet for people, Web 2.0 is making the Internet better for companies.” – Jess Bezos
• “I personally use the web as an Intelligence Amplifier” – Bran Ferren of Disney
• “Truly great companies aren’t built by the greedy, but by the passionate” – William Gurley
• “Never underestimate the Internet. Manipulate it. Respect it. But don’t try to dominate it.” – Jerry Yang
• “Operate as if you are in perpetual beta.” – Tim O’Reilly
• “The value of your product is in inverse proportion to the cost of customer aquisition.” – Shelby Bonnie
• “Most people think money is the key to reducing risk. Prepartion is.” – Mark Cuban
• “The internet is the most underutilized advertising medium that’s out there.” – Mary Meeker
• “In the era of Internet television, it will be as simple and cost-effective to create a microchannel as it is to create a Web site.” – Jeremy Allaire
• “It used to be that Internet was considered a secondary market. Now it is the primary market.” – Sky Dayton
• “Innovation is not the exclusive province of New Economy companies.” – John McKinley
• “I’d rather do something interesting, solve an interesting problem, then do something boring and get rich.” – Louis Monier
• “There’s always a curve ball! But that’s when the interesting stuff happens.” – Mark Fletcher