Web 2.0 定义的更新与企业 2.0 概念的浮现

The annual Web 2.0 Conference starts this Tuesday and with it comes an important update of the vision of the next generation of networked applications. Thus, the major event during the leadup to the conference is not the pending renaming of the conference to the Web 2.0 Summit, but the issuing of the most complete articulation yet of what exactly Web 2.0 is, something which the industry has frequently struggled with.

Written primarily by John Musser (of the terrific Programmable Web site) along with support from Tim O’Reilly and the O’Reilly Radar Team, the new 100 page report — titled Web 2.0 Principles and Best Practices — was published late last week and is available immediately. As most readers here know, O’Reilly Media originally introduced the term in 2004 and followed it up in 2005 with a widely read seminal five page essay that attempted to describe the successful design patterns and business models emerging on the Web today. This new report, probably not given as much fanfare as the original essay due to it being a commercial report, is a significant improvement on the original articulation of Web 2.0 in a number of ways.




First, the report dives deep into the specific market drivers that are reshaping the Web by what the techniques that are seen to be working on the most successful Web sites today. These drivers include the 1+ billion connected Internet users, the mass proliferation of online devices, users that are fundamentally more engaged, the mashup ecosystem, and much more. And the report specifically quantifies all of these trends by introducing plenty of specific background documentation, something which earlier descriptions of Web 2.0 clearly lacked.

Second, the report explores and deconstructs five common myths about Web 2.0, something that often plagues people that are trying to earnestly apply Web 2.0 techniques to their own products and services. My favorite was the myth #3, “It’s only about user participation” that goes into why user participation must drive actual downstream reuse or it fails to derive any real value or actually trigger network effects. The upshot is that misconceptions about Web 2.0 techniques abound (such as it’s all about Ajax or that you must have a community) and these really helps address many of them.

Third, the report is notable in that it marks the continued ascendancy of Enterprise 2.0, which is the application of Web 2.0 technologies to workers using network software within an organization or business. Andrew McAfee has been instrumental in providing clear, clean explanation of Enterprise 2.0, and has introduced his “SLATES” mnemonic to help guide those creating or acquiring Enterprise 2.0 software.

SLATES describes the combined use of effective enterprise search and discovery, using links to connect information together into a meaningful information ecosystem using the model of the Web, providing low-barrier social tools for public authorship of enterprise content, tags to let users create emergent organizational structure, extensions to spontaneously provide intelligent content suggestions similar to Amazon’s recommendation system, and signals to let users know when enterprise information they care about has been published or updated, such as when a corporate RSS feed of interest changes.

While SLATES forms the basic framework of Enterprise 2.0, it does not negate 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.

And while much of the report is indeed only available for purchase (though a good excerpt is available here), the good news is that the ideas in the original 5 page essay have not changed significantly. In fact, it primarily delves into detailed exploration and specific recommendations on how to apply Web 2.0 to your products and services, which is something the industry is genuinely needs.

Finally, in the interests of public education, it’s worth noting the eight core patterns of Web 2.0 listed in the report, and which I’ve tried to put meaningfully in the visualization above:

Harnessing Collective Intelligence: Sometimes described as the core pattern of Web 2.0, this describes architectures of participation that embraces the effective use of network effects and feedback loops to create systems that get better the more that people use them.

Data is the Next “Intel Inside”: A phrase that captures the fact that information that information has become as important, or more important, than software, which has become relentlessly commoditized.

Innovation in Assembly: The Web has become a massive source of small pieces of data and services, loosely joined, increasing the recombinant possibilities and unintended uses of systems and information.

Rich User Experiences: The Web page has evolved to become far more than HTML markup and now embodies full software experiences that enable interaction and immersion in innovative new ways.

Software Above the Level of a Single Device: Software like the horizontally federated blogosphere (hundreds of blog platforms and aggregators) or the vertically integrated iTunes (server farm + online store + iTunes client + iPods) are changing our software landscape.

Perpetual Beta: Software releases are disappearing and continuous change is becoming the norm.

Leveraging the Long Tail: The mass servicing of micromarkets cost effectively via the Web is one of the primary “killer business models” made possible by the Internet in its present form.

Lightweight Software/Business Models and Cost Effective Scalability: Everything from Amazon’s S3, to RSS, to Ruby on Rails are changing the economics of online software development fundamentally, providing new players powerful new weapons against established players and even entire industries.

And I’ll be at the Web 2.0 Conference/Summit myself next week and will try diligently to have as much coverage as possible here. And while it’s clear that Web 2.0 is very much in its early stages, I expect there’s be plenty of interesting things to report. More here soon.

Most people will agree the Web has continued to evolve. What do you think the most important changes are?

indigo–>

原文链接：Web 2.0 definition updated and Enterprise 2.0 emerges

原文作者：Dion Hinchcliffe @ 4:19 pm, November 5, 2006

在这周二举行的 Web 2.0 年会上给下一代的网络应用程序的概念做出了很重要的更新。因此，这次会议在准备阶段的主要事情不是将会议的名字改成 Web 2.0 峰会，而是更加确切的讨论 Web 2.0 到底是什么，什么让业界为它如此的如此的疯狂。

就在上周末，一份名为《Web 2.0 原理和最佳实践》的100页左右的新报告对外发布了，它主要由 Programmable Web 的 John Musser 撰写，同时还得到了 Tim O’Reilly 和 O’Reilly Radar Team 的大力支持。就像很多读者所知道的，O’Reilly Media 最早在2004年提出了 Web 2.0 这个概念，并且在2005年通过一份只有5页纸的短文（What Is Web 2.0）描述了它成功的设计模式和 Web 今天所浮现出来的商业模型。今天的这份新报告，并不是对以前那份短文的继续鼓吹，它是一份有用的商业报告，通过多种方式更加清晰的诠释了 Web 2.0。




首先，这份报告深入的阐述了正在改变中的 Web 给特定市场所带来的驱动力，这些改变 Web 的技术也被成功的应用到了今天的 Web 站点里面。这些驱动力包括了接近10亿互联网用户（中文翻译）、数量飞增的联网设备、用户对网络的更加依赖、结合紧密的网络生态系统等等。报告还通过大量的背景文章特 别的量化了所有这些趋势，也包括了那些在之前的 Web 2.0 定义里面没有交代清楚地地方。

其次，报告提出了关于 Web 2.0 的五条秘密，人们经常苦恼于如何把这些 Web 2.0 技术运用到他们自己的产品和服务里面。我最欣赏的是第三条：“最重要的就是用户的参与”。为什么用户要来参与呢？你需要通过某些下游的重用（实际生活中的使用）来驱动，或者是能够传递真正的价值，再或者就是能够触发网络效应。但结果是大家对 Web 2.0 的技术充满了误解（认为 Web 2.0 所需要的就是 Ajax 或者是一个社区之类的），但这些却能够帮助他们解决不少问题。

第三，值得注意的这份报告还提到了企业 2.0这个概念的优势，它是基于 Web 2.0 技术的网络软件在组织和商业中的使用。Andrew McAfee 一直致力于为企业 2.0 提供清晰和简洁的解释，而其他还利用了他的”SLATES” 来指导大家创建和获得企业 2.0的应用软件。

SLATES 描述了将企业搜索（search）和发现（discovery）进行有效的结合，通过 Web 模型中的链接（links）来把信息连接成为一个有意义的信息生态系统，为企业内容的创作者们（authorship）提供一个低障碍的社会工具。标签（tags）可以让用户创建一个自组织的结构，提供一个像 Amazon 的推荐系统那样的智能内容建议扩展（extensions），同时利用信息通知（signals）让用户知道他们所关心的企业信息的发布与更新，例如企业内部的 RSS 输出。

虽然 SLATES 呈现了企业 2.0的基础框架，它并没有否定更高级的 Web 2.0 设计模式和商业模型。在这方面，O’Reilly 这份关于 Web 2.0 的新报告将企业 2.0方面的概念融合到 Web 2.0 之中的做法给人印象深刻。里面包括了关于自服务IT（self-service IT）的讨论，企业 IT 对长尾的需求，还有其他许多在 Web 2.0 时代能够应用于企业的重要应用。这篇报告同时也提到许多值得推荐的刚起步的小项目和评测结果，在一个相当长的列表里面。

这份报告真正有意义的部分是需要购买的（这里有一个摘要可以下载），值得庆幸的是之前那5页纸的短文中所提到的观点基本没有什么变化。事实上，这篇报告更加深入的解释并推荐了一些如何把 Web 2.0 应用到你的产品和服务中的方法，我想这些才是业界真正需要的。

最后，出于对公共教育的兴趣，我把这个报告中关于 Web 2.0 的八个核心模式在这里列出来，同时给出一些有意义的描述：

驾驭集体智慧：有时候我们将这个称为 Web 2.0 的核心模式，这个就是参与的架构（Architectures of Participation：中文翻译），它通过有效的触发网络效应（中文翻译）和回馈来创建一个让人们能够更好使用的系统。

数据是下一个”Intel Inside”：这句话表示了数据将变得越来越重要，它的重要性已经超过了软件本身，这个残酷的现实你必须得接受。

在组合中创新：Web 正在变成一个由一片片小的数据和服务汇集而成的集合体，彼此之间松散结合，这样增加了重组的可能性和对系统与信息的无意识的使用。

丰富的用户体验：Web 页面的进化将超越现有的HTML标识方式，并且能够拥有完全像软件那样体验，创造交互的新方式。

软件将不会在单一的设备上提供：软件会是博客联盟群体（blogosphere：数量众多的Blog平台和聚合者）那样的水平模式，或者是像 iTunes 那样集成的垂直模式（服务器场 + 在线商店 + iTunes 客户端 + iPods 设备），这些都将改变我们软件的前景。

永远的 Beta 版：软件分版本的发行将不复存在，持续更新才是新的规范。

撬动长尾的力量：有效的通过 Web 来提供对微市场的服务将是”杀手级商业应用”之一，Internet 现在的形式将这种应用变成可能。

轻量高效的软件/商业模型：从 Amazon’s S3 到 RSS、到 Ruby on Rails，在线软件开发的经济学模式正在发生变化，它给新的玩家提供了强大的新武器来对抗现有的对手，甚至是整个行业。

大多数人都同意 Web 会继续进化。你觉得什么才是最重要的改变呢？