Networking

Technologies and E-
Commerce

Session 4
Dr. Devendra Kumar Punia
d.punia@gmail.com
http://www.linkedin.com/in/devendrakpunia/
Last Session
 Internet
 TCP/IP protocol
 Addressing – IP address, Domain Name, MAC
 Advances in Internet
 Internet 2,
 Converged Networks
 VoIP
 Extranet, Intranet & VPN
 HTTP
World Wide Web (WWW or W3)
 It is different from Internet, it is an
application running on the Internet
 It is a collection of interconnected documents
and other resources, linked by hyperlinks and
URLs
Web trends
 From communities to networked structures
 From centrally defined content and static pages to user driven
content (Blogs, Wikis, Flickr, Wikipedia) – democratisation of
Knowledge
 Web 2.0 either empowers the individual and provides an outlet
for the 'voice of the voiceless'; or it elevates the amateur to the
detriment of professionalism, expertise and clarity.
 Potential Democratisation, de-centralisation and anarchy –
“back to the future” – the original idea of the Internet e.g.
Creative Commons alternative copyright licences, The Open
Source Movement
 Distribution, Aggregation and tagging of various media and
content – from hierarchical directories and central ownership to
distributed, user driven “folksonomies” and media aggregation
 From consumers to producers: a recent study from PEW internet
research concluded that 57% of American teens are producing
content for the web of various nature (blogs, fan-fiction etc.)
Web 1.0 v/s Web 2.0

•Static •Dynamic
•Brochureware •Customisation
•Personal web site •Blog
•Britannica Online •Wikipedia
•Directories •Tagging
(taxonomy) (folksonomy)
•Bookmarking sites •Social bookmarking
Web 2.0
 Web 2.0 refers to a perceived second
generation of web development & design, that
facilitates communication, secure information
sharing, interoperability, and collaboration on
the World Wide Web.
http://en.wikipedia.org/wiki/Web_2.0
 Business embracing the web as a platform
and using its strengths (Tim O’Reilly)
 Building applications and services around the
unique features of the Internet
Web 2.0
 Architecture of participation where users can
contribute website content
 The reciprocity between the user and the
provider is emphasized (Stephen Fry)
 The philosophy of mutually maximizing
collective intelligence and added value for
each participant by formalized and dynamic
information sharing and creation (Högg, Meckel,
Stanoevska-Slabeva, Martignoni)
Web 2.0
 Characteristics
 Active user participation
 Rich user experience
 Dynamic, often user-generated content
 Meta data and Web standards
 Scalability
Web 2.0
 Features – SLATES (Andrew McAfee)
 Search
 The ease of finding information through keyword search.
 Links
 Ad-hoc guides to other relevant information.
 Authoring
 The ability to create constantly updating content. In wikis, the
content is iterative in the sense that users undo and redo each
other's work. In blogs, content is cumulative in that posts and
comments of individuals are accumulated over time.
 Tags
 Categorization of content by creating tags: simple, one-word
user-determined descriptions to facilitate searching and avoid
rigid, pre-made categories.
 Extensions
 Powerful algorithms that leverage the Web as an application
platform as well as a document server.
 Signals
 The use of RSS technology to rapidly notify users of content
changes
Web 2.0
 Applications
 Forums (phpBB)
 Blogs (Wordpress, Blogger)
 Wikis (MediaWiki)
 Social networks (Facebook, Myspace, Orkut, LinkedIn)
 Social search (Digg, Del.icio.us, Furl)
 Multimedia sharing (YouTube, Picassa, Flickr)
 Virtual worlds (SecondLife)
 Middleware
 Syndication feeds (Atom, RSS)
 Mashups
 Technologies
 XHTML, XML, CSS, Ajax, Microformats
Forums
 Older than Internet (BBS)
 Unstructured free-form discussion
 Any-to-any conversation
 Usually focuses on short-term issues
 High noise-to-content ratio
 Rarely results in usable content

 Risks: flame wars, Internet trolls

Blogs (weB Logs)
 Initial idea: online personal diaries
 One-to-many communication, readers
participate through comments to blog posts
 Social networking through trackbacks
 Currently also used for:
 Media news and commentaries (replacing
traditional media)
 Independent product analysis and review
 Corporate news
 Event announcements
 Education
 Any content with simple structure
 • Advantage: Simple publishing mechanism
Wikis
 The ultimate collaboration tool
 Content is user-generated
 Users can edit/adapt the content (sometimes based
on access rights)
 History of all changes is kept to prevent information
loss and vandalism
 Usages: Encyclopedias, Knowledge databases

 Risks:
 Information is only as reliable as its authors
 Sometimes you can’t check the authors’ credentials
 Unless used in closed group needs constant
monitoring
Social networks – LinkedIn.com
 Targeted at professionals
 Build your connections from classmates, friends,
colleagues, coworkers and business partners
 Personal use:
 Get back in touch with friends/colleagues
 Get recommendations for your work
 Apply for job offers
 Business use:
 Find informal contacts with people you need
 Get answers and opinions from your peers
 Keep track of former employees / partners
 Informal human resources tool
 Recruiting/job offers
Folksonomies
 Keywords, tags, metadata
 Created by groups/communities who are the
resource users
 Feedback loop is key
 Used for bookmarking, Images, video and sound,
other areas (events, goals, colours etc.)
 Many flaws in the approach (ambiguity, searching
etc.)
 Many potential benefits (cheap and extendable,
added value metadata etc.)
 Implications include shift in metadata creation,
trigger for communication, snap shot of current
world, spam
 Library use, IT services use – shared resources
Factors contributing to rise of Web 2.0
 Social
 Business
 Technology
Social factors
 Spread of Broadband
 Increasingly ubiquitous connections
 A generation of “web natives”
 Living on the web
 Social networking; blogging; instant messenger
 Create, not just consume
 Some hard lessons about data ownership
 Don’t steal my data; don’t lock me in
Business factors
 Exploit the Long Tail
 At internet scale even niche communities are very
large
 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; Social Bookmarking;
Folksonomies
Technology factors
 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
Enterprise 2.0
 Social software used in "enterprise“
(business) contexts
 Includes social and networked modifications
to company intranets and other classic
software platforms used by large companies
to organize their communication
 In contrast to traditional enterprise software,
which imposes structure prior to use, this
generation of software tends to encourage
use prior to providing structure.
Enterprise 1.0 v/s Enterprise 2.0
Hierarchy Flat Organization
Friction Ease of Organization Flow
Bureaucracy Agility
Inflexibility Flexibility
IT-driven technology/ Lack of user control User-driven technology
Top down Bottom up
Centralized Distributed
Teams are in one building/ one time zone Teams are global
Silos and boundaries Fuzzy boundaries, open borders
Need to know Transparency
Information systems are structured and Information systems are emergent
dictated
Taxonomies Folksonomies
Overly complex Simple
Closed/ proprietary standards Open
Scheduled On Demand
Long time-to-market cycles Short time-to-market cycles
Social computing
 Social Networking: Keeping your contacts online
trough a web interface with a useful representation of
them.
 Social Calendaring: Shared agendas for events
arrangement and meetings planning.
 Social Bookmarking: Your links and references to
different kinds of resources live online.
 Social Tagging (Folksonomies): An unintentional,
collective effort of categorizing the Web, with added
social significance.

 Socialware: del.icio.us, de.lirio.us, BlogMarks, Wists,

LinkedIn, eConozco, Orkut, 43Things, flickr...
 ‘always in “permanent beta”
 offering open APIs
 keeping certain level of ‘hackability’ as an enabler for
improving USER INNOVATION
Social computing
 It’s not about technology: the addition of human (social)
significance to our online interactions is driving the emergence
of a real (cyber) social environment, that extends seamlessly to
the “real world”.

 It’s about people and their social (networking) activity going

online to be expanded and amplified by network effects, and the
viral nature of the information flowing through the Internet. It’s
about social networks which we are getting linked to,
making The Network itself more social (humane).

 Although we can not forget about technology and the

“Digital Universal Network” that is in the background –
being the Internet its most visible component - supporting the
Web 2.0 emergence, and keeping the user innovation pace.
Reference URLs
 http://delicious.com/
 http://digg.com/search?s=e-commerce
 http://www.wikipedia.org/
 http://agropedia.iitk.ac.in/
 http://www.merawindows.com/AboutUs.aspx
 http://technet.microsoft.com/hi-in/default.aspx
 http://www.cisco.com/web/IN/support/index.html
 http://advocatekhoj.com/
 http://www.google.co.in/intl/en/options/
 http://broadbandforum.in/
 http://www.ciol.com/
 http://www.lead.timesofindia.com/
 http://www.indiatimes.com/
 Thanks