Enterprise Web 2.0 Fundamentals
Published on 30. April 2009
Book
Paperback/Softback
384 pages
978-1-58705-763-2 (ISBN)
Description
An introduction to next-generation web technologies
This is a comprehensive, candid introduction to Web 2.0 for every executive, strategist, technical professional, and marketer who needs to understand its implications. The authors illuminate the technologies that make Web 2.0 concepts accessible and systematically identify the business and technical best practices needed to make the most of it. You'll gain a clear understanding of what's really new about Web 2.0 and what isn't. Most important, you'll learn how Web 2.0 can help you enhance collaboration, decision-making, productivity, innovation, and your key enterprise initiatives.
The authors cut through the hype that surrounds Web 2.0 and help you identify the specific innovations most likely to deliver value in your organization. Along the way, they help you assess, plan for, and profit from user-generated content, Rich Internet Applications (RIA), social networking, semantic web, content
aggregation, cloud computing, the Mobile Web, and much more.
This is the only book on Web 2.0 that:
Covers Web 2.0 from the perspective of every participant and stakeholder, from consumers to product managers to technical professionals
Provides a view of both the underlying technologies and the potential applications to bring you up to speed and spark creative ideas about how to apply Web 2.0
Introduces Web 2.0 business applications that work, as demonstrated by actual Cisco (R) case studies
Offers detailed, expert insights into the technical infrastructure and development practices raised by Web 2.0
Previews tomorrow's emerging innovations-including "Web 3.0," the Semantic Web
Provides up-to-date references, links, and pointers for exploring Web 2.0 first-hand
Krishna Sankar, Distinguished Engineer in the Software Group at Cisco, currently focuses on highly scalable Web architectures and frameworks, social and knowledge graphs, collaborative social networks, and intelligent inferences.
Susan A. Bouchard is a senior manager with US-Canada Sales Planning and Operations at Cisco. She focuses on Web 2.0 technology as part of the US-Canada collaboration initiative.
Understand Web 2.0's foundational concepts and component technologies
Discover today's best business and technical practices for profiting from Web 2.0 and Rich Internet Applications (RIA)
Leverage cloud computing, social networking, and user-generated content
Understand the infrastructure scalability and development practices that must be address-ed for Web 2.0 to work
Gain insight into how Web 2.0 technologies are deployed
inside Cisco and their business value to employees, partners, and customers
This book is part of the Cisco Press (R) Fundamentals Series. Books in this series introduce networking professionals to new networking technologies, covering network topologies, example deployment concepts, protocols, and management techniques.
Category: General Networking
Covers: Web 2.0
This is a comprehensive, candid introduction to Web 2.0 for every executive, strategist, technical professional, and marketer who needs to understand its implications. The authors illuminate the technologies that make Web 2.0 concepts accessible and systematically identify the business and technical best practices needed to make the most of it. You'll gain a clear understanding of what's really new about Web 2.0 and what isn't. Most important, you'll learn how Web 2.0 can help you enhance collaboration, decision-making, productivity, innovation, and your key enterprise initiatives.
The authors cut through the hype that surrounds Web 2.0 and help you identify the specific innovations most likely to deliver value in your organization. Along the way, they help you assess, plan for, and profit from user-generated content, Rich Internet Applications (RIA), social networking, semantic web, content
aggregation, cloud computing, the Mobile Web, and much more.
This is the only book on Web 2.0 that:
Covers Web 2.0 from the perspective of every participant and stakeholder, from consumers to product managers to technical professionals
Provides a view of both the underlying technologies and the potential applications to bring you up to speed and spark creative ideas about how to apply Web 2.0
Introduces Web 2.0 business applications that work, as demonstrated by actual Cisco (R) case studies
Offers detailed, expert insights into the technical infrastructure and development practices raised by Web 2.0
Previews tomorrow's emerging innovations-including "Web 3.0," the Semantic Web
Provides up-to-date references, links, and pointers for exploring Web 2.0 first-hand
Krishna Sankar, Distinguished Engineer in the Software Group at Cisco, currently focuses on highly scalable Web architectures and frameworks, social and knowledge graphs, collaborative social networks, and intelligent inferences.
Susan A. Bouchard is a senior manager with US-Canada Sales Planning and Operations at Cisco. She focuses on Web 2.0 technology as part of the US-Canada collaboration initiative.
Understand Web 2.0's foundational concepts and component technologies
Discover today's best business and technical practices for profiting from Web 2.0 and Rich Internet Applications (RIA)
Leverage cloud computing, social networking, and user-generated content
Understand the infrastructure scalability and development practices that must be address-ed for Web 2.0 to work
Gain insight into how Web 2.0 technologies are deployed
inside Cisco and their business value to employees, partners, and customers
This book is part of the Cisco Press (R) Fundamentals Series. Books in this series introduce networking professionals to new networking technologies, covering network topologies, example deployment concepts, protocols, and management techniques.
Category: General Networking
Covers: Web 2.0
More details
Persons
Krishna Sankar is a Distinguished Engineer with the Software Group at Cisco. He is currently focusing on different forms of the emerging collaborative social networks (as opposed to current functional coordination networks) and other strategic Web 2.0 mechanics inside and outside Cisco. His external work includes the OpenAJAX Alliance, OpenSocial, next generation infrastructure projects such as Ruby on Rails, OAuth, ZooKeeper and Vertebra, as well as the Advisory Board of San Jose Education Foundation. His interests lie in Cloud Computing, highly scalable web architectures, social and knowledge graphs, intelligent inference mechanisms, iPhone programming, and Lego Robotics. Occasionally he writes about them at doubleclix.wordpress.com.
Susan A. Bouchard is a senior manager, Business Development with US-Canada Sales Planning and Operations at Cisco. She focuses on Web 2.0 technology as part of the USCanada Collaboration initiative. Susan's presentations include
Cisco Systems Case Study: Collaboration, Innovation and Mobility-The Productivity Triple Play on behalf of Dow Jones at the Gartner Customer Relationship Management Summit, September 2008
Cisco Systems Case Study: EA Foundation Delivers Mobile Service Value at Shared Insights' Enterprise Architectures Conference, March 2007
Cisco Systems Case Study: Architecture Review Process-Improving the IT Portfolio at DCI's Enterprise Architectures Conference, October 2005
Susan joined Cisco in 2000, and as a Member of Technical Staff helped to establish the Sales IT Partner Architecture Team and led the Cisco Enterprise Architecture Standards & Governance program for five years. Prior to joining Cisco, she was a Computer Scientist with the Department of the Navy, managing the Navy's e-commerce website for IT products and services. Susan led other software development and support programs for the Navy and Marine Corps in the areas of database administration, artificial intelligence and robotics.
Susan A. Bouchard is a senior manager, Business Development with US-Canada Sales Planning and Operations at Cisco. She focuses on Web 2.0 technology as part of the USCanada Collaboration initiative. Susan's presentations include
Cisco Systems Case Study: Collaboration, Innovation and Mobility-The Productivity Triple Play on behalf of Dow Jones at the Gartner Customer Relationship Management Summit, September 2008
Cisco Systems Case Study: EA Foundation Delivers Mobile Service Value at Shared Insights' Enterprise Architectures Conference, March 2007
Cisco Systems Case Study: Architecture Review Process-Improving the IT Portfolio at DCI's Enterprise Architectures Conference, October 2005
Susan joined Cisco in 2000, and as a Member of Technical Staff helped to establish the Sales IT Partner Architecture Team and led the Cisco Enterprise Architecture Standards & Governance program for five years. Prior to joining Cisco, she was a Computer Scientist with the Department of the Navy, managing the Navy's e-commerce website for IT products and services. Susan led other software development and support programs for the Navy and Marine Corps in the areas of database administration, artificial intelligence and robotics.
Content
Introduction xviii
Chapter 1 An Introduction to Web 2.0 3
What Exactly Is This Web 2.0 and Why Should We Care About It? 3
Social Aspects of Web 2.0 5
Business Aspects of Web 2.0 6
Web 2.0 Versions and Generations 11
Web 2.0 CE Versus EE 14
Challenges to Web 2.0 EE Adoption 16
Characteristics and Memes of Web 2.0 16
User-Generated Content 18
Rich Internet Applications (RIA) 18
Social Networks 19
Cloud Computing 19
Web-Centric Development and Architectural Models 19
Data 21
Mashups 22
Scale Free and Long Tail 23
Mobility 24
Web 2.0 at Cisco 24
Web 2.0-Centric Products from Cisco 25
How Cisco Is Leveraging Web 2.0 Internally 27
Chapter 2 User-Generated Content: Wikis, Blogs, Communities, Collaboration, and Collaborative Technologies 33
Evolution of User-Generated Content (UGC) 35
Personal Webpages 35
Blogs 37
Wikis 46
Bookmarking and Folksonomies 54
Photos and Videos 60
Communities 63
Collaboration 65
Collaborative Technologies 65
Cisco TelePresence 65
WebEx 67
Unified Communications 69
Chapter 3 Rich Internet Applications: Practices, Technologies, and Frameworks 77
What Exactly Is an RIA and Why Do We Care About It? 77
A Techno-Business Tour Through the RIA Land 79
Web 2.0 RIA Technologies, Standards, and Frameworks 84
Ajax 85
HTTP Architectural Constraints 87
OpenAjax 88
Ruby on Rails Framework and Infrastructure 89
Chapter 4 Social Networking 91
State of the Union and Business Value of Social Networks 92
Characteristics of a Social App 94
Social Network Ecosystems and Players 96
Facebook: A Complete Ecosystem 96
Facebook Platform 96
Facebook Applications 98
Facebook Platform and Architecture 99
Weaving a Facebook Application 103
LinkedIn: The Corporate Hangout for Jobs and Connections 104
MySpace: The Teen Social Network Site 105
Friendster: Where It All Began 106
Ning: A Generic Social Site Hosting Platform 106
Jive: An Enterprise Platform 107
Socialtext: A Hosted Enterprise Collaboration Tool 107
Awareness: An Enterprise Social Media and Web 2.0 Communities Platform
108
Google: Social Network Interoperability Interfaces 108
Microsoft: Enterprise Content Management with Social Network Features 108
IBM: Making Collaboration a Corporate Priority 109
Twitter: In a New Category by Itself-Microblogging 111
Social Networking Standards and Interfaces 113
OpenSocial 114
OpenID 115
OAuth 117
Other Social Networking Standards 117
Challenges in the Social Networking Industry 118
Relevance and Nature 118
Openness and Data Portability 118
Security and Privacy 119
Data Ownership 120
Worldwide Acceptance and Localization 121
Chapter 5 Content Aggregation, Syndication, and Federation via RSS and Atom 125
Business View of Information Distribution 127
RSS 129
RSS 2.0 Information Architecture 131
RSS 2.0 Modules 133
How RSS Works 134
RSS at CISCO 135
Cisco RSS Publishing 136
Cisco RSS Consumption 137
Enterprise RSS Best Practices 137
Atom 139
Atom Information Architecture 140
Chapter 6 Web 2.0 Architecture Case Studies 143
Web 2.0 Infrastructure Architecture: Scale, Concurrency, and Distributability 144
Web 2.0 Infrastructure Architecture Case Studies 145
eBay 146
YouTube 147
Amazon 148
Google 149
Twitter 151
Flickr 152
Technologies for Scalable Architectures 152
Case for MapReduce and Its Cousin Hadoop 154
Scalable Interfaces 155
Web 2.0 Development and Deployment 156
Chapter 7 Tending to Web 3.0: The Semantic Web 161
A Business Definition of the Semantic Web 161
A Business View of the Semantic Web 163
Semantic Web Origins-From Aristotle to W3C 167
Inner Workings of Semantic Web Technologies 168
Resource Description Framework 169
Web Ontology Language 172
SPARQL 175
Enterprise Applications of the Semantic Web 176
Social Media, Education, and the Semantic Web 176
Semantic Web SaaS Platform 177
Semantic Web Support in Databases 178
Other Enterprise Applications 178
Chapter 8 Cloud Computing 181
Cloud Computing and Its Relevance 181
Cloud Computing Eco System 184
Cloud Computing Business Value 188
Cloud Computing Offerings from Major Vendors 190
Amazon 192
Google 195
Microsoft 195
Live Mesh 195
Azure 195
IBM 197
Sun 197
Other Companies 198
Enterprise Adoption of Cloud Computing 198
Chapter 9 Web 2.0 and Mobility 203
Evolution of Mobile Web Technology 204
Generations of Mobile Phone Technology 204
Mobile Devices 206
Voice Recognition and Position Location Technology 211
Developing Applications for Mobile Devices 211
Mobile Web Applications and Websites 213
Mobile Webapps 213
Web Portals and Wireless Application Service Providers 216
Mobile Social Networking 219
Mobile Web at Cisco 222
Cisco.com Mobile 222
Cisco Text Messaging Services 223
Cisco Mobile Intranet Services 224
Cisco Mobile Sales Information Services 226
Cisco's Mobile Web Strategy 227
Chapter 10 Web 2.0 @ Cisco: The Evolution 231
Intranet Strategy Group 235
Blogs 236
Discussion Forums 241
Wikis 245
Connecting People, Information, and Communities 250
Video 255
Communications Center of Excellence (CCoE) 256
Communication and Collaboration Board 261
Cisco 3.0 262
Chapter 11 Cisco's Approach to Sales 2.0 267
Web 2.0 Changes Sales Processes 267
Sales 2.0 268
Cisco Sales Explores Web 2.0 269
Connected Communities 270
Finding Expertise 270
Mobile Sales 2.0 271
Web 2.0 Explorers 272
Mashups 273
Salespedia 274
WebEx Connect Initiative for Sales 275
Sales Innovation via iFeedback 276
U.S.-Canada Sales Theater Initiatives 278
Sales Planning & Operations 279
Scale the Power 281
Administrator Training 282
Collaboration Portal 282
Collaboration Guide 282
Collaboration Hot Topics 286
Collaboration Library 288
Collaboration Cockpit 289
Web 2.0 Committee 290
Worldwide Sales Collaboration Board 290
Advanced Technology 291
Specialist, Optimization, Access, and Results 292
Five to Thrive 295
Worldwide Channels 297
Cisco to Partner 299
Partner to Partner 300
Marketing 303
Collaboration Consortium 303
Appendix References 307
Index 348
TOC, 97815870547632, 3/27/09
Chapter 1 An Introduction to Web 2.0 3
What Exactly Is This Web 2.0 and Why Should We Care About It? 3
Social Aspects of Web 2.0 5
Business Aspects of Web 2.0 6
Web 2.0 Versions and Generations 11
Web 2.0 CE Versus EE 14
Challenges to Web 2.0 EE Adoption 16
Characteristics and Memes of Web 2.0 16
User-Generated Content 18
Rich Internet Applications (RIA) 18
Social Networks 19
Cloud Computing 19
Web-Centric Development and Architectural Models 19
Data 21
Mashups 22
Scale Free and Long Tail 23
Mobility 24
Web 2.0 at Cisco 24
Web 2.0-Centric Products from Cisco 25
How Cisco Is Leveraging Web 2.0 Internally 27
Chapter 2 User-Generated Content: Wikis, Blogs, Communities, Collaboration, and Collaborative Technologies 33
Evolution of User-Generated Content (UGC) 35
Personal Webpages 35
Blogs 37
Wikis 46
Bookmarking and Folksonomies 54
Photos and Videos 60
Communities 63
Collaboration 65
Collaborative Technologies 65
Cisco TelePresence 65
WebEx 67
Unified Communications 69
Chapter 3 Rich Internet Applications: Practices, Technologies, and Frameworks 77
What Exactly Is an RIA and Why Do We Care About It? 77
A Techno-Business Tour Through the RIA Land 79
Web 2.0 RIA Technologies, Standards, and Frameworks 84
Ajax 85
HTTP Architectural Constraints 87
OpenAjax 88
Ruby on Rails Framework and Infrastructure 89
Chapter 4 Social Networking 91
State of the Union and Business Value of Social Networks 92
Characteristics of a Social App 94
Social Network Ecosystems and Players 96
Facebook: A Complete Ecosystem 96
Facebook Platform 96
Facebook Applications 98
Facebook Platform and Architecture 99
Weaving a Facebook Application 103
LinkedIn: The Corporate Hangout for Jobs and Connections 104
MySpace: The Teen Social Network Site 105
Friendster: Where It All Began 106
Ning: A Generic Social Site Hosting Platform 106
Jive: An Enterprise Platform 107
Socialtext: A Hosted Enterprise Collaboration Tool 107
Awareness: An Enterprise Social Media and Web 2.0 Communities Platform
108
Google: Social Network Interoperability Interfaces 108
Microsoft: Enterprise Content Management with Social Network Features 108
IBM: Making Collaboration a Corporate Priority 109
Twitter: In a New Category by Itself-Microblogging 111
Social Networking Standards and Interfaces 113
OpenSocial 114
OpenID 115
OAuth 117
Other Social Networking Standards 117
Challenges in the Social Networking Industry 118
Relevance and Nature 118
Openness and Data Portability 118
Security and Privacy 119
Data Ownership 120
Worldwide Acceptance and Localization 121
Chapter 5 Content Aggregation, Syndication, and Federation via RSS and Atom 125
Business View of Information Distribution 127
RSS 129
RSS 2.0 Information Architecture 131
RSS 2.0 Modules 133
How RSS Works 134
RSS at CISCO 135
Cisco RSS Publishing 136
Cisco RSS Consumption 137
Enterprise RSS Best Practices 137
Atom 139
Atom Information Architecture 140
Chapter 6 Web 2.0 Architecture Case Studies 143
Web 2.0 Infrastructure Architecture: Scale, Concurrency, and Distributability 144
Web 2.0 Infrastructure Architecture Case Studies 145
eBay 146
YouTube 147
Amazon 148
Google 149
Twitter 151
Flickr 152
Technologies for Scalable Architectures 152
Case for MapReduce and Its Cousin Hadoop 154
Scalable Interfaces 155
Web 2.0 Development and Deployment 156
Chapter 7 Tending to Web 3.0: The Semantic Web 161
A Business Definition of the Semantic Web 161
A Business View of the Semantic Web 163
Semantic Web Origins-From Aristotle to W3C 167
Inner Workings of Semantic Web Technologies 168
Resource Description Framework 169
Web Ontology Language 172
SPARQL 175
Enterprise Applications of the Semantic Web 176
Social Media, Education, and the Semantic Web 176
Semantic Web SaaS Platform 177
Semantic Web Support in Databases 178
Other Enterprise Applications 178
Chapter 8 Cloud Computing 181
Cloud Computing and Its Relevance 181
Cloud Computing Eco System 184
Cloud Computing Business Value 188
Cloud Computing Offerings from Major Vendors 190
Amazon 192
Google 195
Microsoft 195
Live Mesh 195
Azure 195
IBM 197
Sun 197
Other Companies 198
Enterprise Adoption of Cloud Computing 198
Chapter 9 Web 2.0 and Mobility 203
Evolution of Mobile Web Technology 204
Generations of Mobile Phone Technology 204
Mobile Devices 206
Voice Recognition and Position Location Technology 211
Developing Applications for Mobile Devices 211
Mobile Web Applications and Websites 213
Mobile Webapps 213
Web Portals and Wireless Application Service Providers 216
Mobile Social Networking 219
Mobile Web at Cisco 222
Cisco.com Mobile 222
Cisco Text Messaging Services 223
Cisco Mobile Intranet Services 224
Cisco Mobile Sales Information Services 226
Cisco's Mobile Web Strategy 227
Chapter 10 Web 2.0 @ Cisco: The Evolution 231
Intranet Strategy Group 235
Blogs 236
Discussion Forums 241
Wikis 245
Connecting People, Information, and Communities 250
Video 255
Communications Center of Excellence (CCoE) 256
Communication and Collaboration Board 261
Cisco 3.0 262
Chapter 11 Cisco's Approach to Sales 2.0 267
Web 2.0 Changes Sales Processes 267
Sales 2.0 268
Cisco Sales Explores Web 2.0 269
Connected Communities 270
Finding Expertise 270
Mobile Sales 2.0 271
Web 2.0 Explorers 272
Mashups 273
Salespedia 274
WebEx Connect Initiative for Sales 275
Sales Innovation via iFeedback 276
U.S.-Canada Sales Theater Initiatives 278
Sales Planning & Operations 279
Scale the Power 281
Administrator Training 282
Collaboration Portal 282
Collaboration Guide 282
Collaboration Hot Topics 286
Collaboration Library 288
Collaboration Cockpit 289
Web 2.0 Committee 290
Worldwide Sales Collaboration Board 290
Advanced Technology 291
Specialist, Optimization, Access, and Results 292
Five to Thrive 295
Worldwide Channels 297
Cisco to Partner 299
Partner to Partner 300
Marketing 303
Collaboration Consortium 303
Appendix References 307
Index 348
TOC, 97815870547632, 3/27/09