4. “Web 2.0 is the network as platform, spanning all
connected devices; Web 2.0 applications are those that
make the most of the intrinsic advantages of that platform:
delivering software as a continually-updated service
that gets better the more people use it, consuming and
remixing data from multiple sources, including individual
users, while providing their own data and services in a
form that allows remixing by others, creating network
effects through an “architecture of participation,” and
going beyond the page metaphor of Web 1.0 to deliver
rich user experiences.”
— Tim O’Reilly, Web 2.0: Compact Definition?
Photo credit: Adam Tinworth
“Web 2.0 is the network as platform, spanning all connected devices;
Web 2.0 applications are those that make the most of the intrinsic advantages of that
platform:
delivering software as a continually-updated service that gets better the more people use it,
consuming and remixing data from multiple sources, including individual users, while
providing their own data and services in a form that allows remixing by others,
creating network effects through an “architecture of participation,”
and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
5. “Web 2.0 is the business revolution in the computer industry
caused by the move to the internet as platform, and an
attempt to understand the rules for success on that new
platform. Chief among those rules is this: Build applications
that harness network effects to get better the more people
use them. (This is what I’ve elsewhere called ‘harnessing
collective intelligence.’)”
— Tim O’Reilly
Photo credit: Adam Tinworth
Web 2.0 is the business revolution in the computer industry caused by the move to the
internet as platform, and an attempt to understand the rules for success on that new
platform. Chief among those rules is this: Build applications that harness network effects to
get better the more people use them. (This is what I’ve elsewhere called “harnessing
collective intelligence.”)
6. now, some people want to suggest that Web 3.0 is coming. it’s like the modern version of the
apocalypse: everyone wants to be the first to predict its arrival.
just yesterday, Walt Mossberg and Kara Swisher became the latest pundits to suggest that,
no, really, Web 3.0 is upon us (CLICK)
7. “So what’s the seminal development that’s ushering in the era of
Web 3.0? It’s the real arrival, after years of false predictions,
of the thin client, running clean, simple software, against
cloud-based data and services. The poster children for this new
era have been the Apple iPhone and iPod Touch, which have sold
37 million units in less than two years and attracted 35,000 apps
and one billion app downloads in just nine months.”
— Walt Mossberg and Kara Swisher, Welcome to Web 3.0
writing that the real arrival, after years of false predictions, of the thin client, running
clean, simple software, against cloud-based data and services is Web 3.0. And that the
iPhone and iPod Touch are its horsemen. (CLICK)
9. “After all, Web 2.0 was not a new version of the web, but a
name that tried to capture what distinguished the companies
that survived the dotcom bust from those that survived, and point
the way forward for new companies entering the market.”
— Tim O’Reilly, responding to Mossberg and Swisher
Photo credit: Adam Tinworth
Web 2.0 isn’t a version number. Instead, it was a narrative aimed at the industry to explain to
them the rise of the age of cloud computing.
10. Five rules
• The perpetual beta becomes a process for engaging
customers.
• Share and share-alike data, reusing others’ and
providing APIs to your own.
• Ignore the distinction between client and server.
• On the net, open APIs and standard protocols win.
• Lock-in comes from data accrual, owning a
namespace or non-standard formats.
In fact, if you go back and look at what he said, he laid out five rules that accompanied his
definition.
The perpetual beta becomes a process for engaging customers.
Share and share-alike data, reusing others’ and providing APIs to your own.
Ignore the distinction between client and server.
On the net, open APIs and standard protocols win.
Lock-in comes from data accrual, owning a namespace or non-standard formats.
given this, it’s clear that Mossberg and Swisher didn’t do their homework because we’re not
done building Web 2.0 yet!
11. Open source
and so if we consider the last 10 years of open source, it’s really been about a slow, grudging
migration from a hardware-based perspective to the cloud.
12. most people know of open source because of the public battle between mozilla’s firefox and
internet explorer.
sure, maybe some people have heard of linux, but few people actually use it in day-to-day
computing.
13. but there has also been something of a religious fervor in the open source community,
rejecting all that which is not 100% open and free.
however, gone is the time when open source software ALONE is enough to have freedom.
richard stallman has been a staunch advocate of open source, outlining the contours of ONE
vision of “open”, but I believe that the in the era of the social web, we need a new narrative...
14. “The price of freedom is eternal vigilance.”
—Thomas Jefferson
we can learn from stallman’s example,
AND we must not forget that the “the price of freedom is eternal vigilance”.
15. i
Bullsh.t.
and so when we see things like this, where camel is using the open brand to advertise their
cigarettes, we must call them out.
this is not “open” as we think of it.
this is an example of what i call “open washing”. it’s a wolf in sheep’s clothing.
16. i
Bullsh.t.
and so when we see things like this, where camel is using the open brand to advertise their
cigarettes, we must call them out.
this is not “open” as we think of it.
this is an example of what i call “open washing”. it’s a wolf in sheep’s clothing.
17. What does open really mean?
but this raises the question of what open really means.
is it just a catch all phrase that’s simply less nerdy than “web 2.0”?
given the changes going on, we must define what open really means in this new era.
18. Competition &
freedom of choice
for me, openness is about competition and freedom of choice
19. Social networks & monopolies
• data portability lowering switching costs
• multi-homing increasing reliability
• roaming incurring off-network costs
• disaggregation service substitutability
Bertil Hatt in Paris, working on his Ph D in economics... talked to me about social network
monopolies.
gave some good ways to think about this.
data portabilility -> lowering switching costs.
multi-homing -> increasing reliability of service by parallelizing access
roaming -> the ability to access your service from someone else’s network
disaggregation -> the ability to substitute services
20. Photo by Mary Beth Griffo Rigby
phone number portability — concept of being able to switch providers without incurring a
switching fee. we don’t have the concept of social network switching.
furthermore, when the industry was left to its own means, it didn’t make this possible for
free... and so governments had to step in a regulate the industry to ensure this kind of
freedom.
21. multi-homing... parallelizing our networks to improve robustness.
this is a service called ping.fm — it lets you publish to many networks all at once
making sure that people have access to your data. it might not be ideal, but it’s a good
example of parallelizing access.
22. here’s an example of roaming.
at&t sent me a text message telling me that they wanted to charge me $20 a megabyte to
access their service because i was on someone else’s network.
it’s expensive; carriers don’t like it. they don’t want to deal with someone else’s customers.
and so this is one of OpenID’s challenges: we have lots of providers, but few relying parties.
23. here’s an example of roaming.
at&t sent me a text message telling me that they wanted to charge me $20 a megabyte to
access their service because i was on someone else’s network.
it’s expensive; carriers don’t like it. they don’t want to deal with someone else’s customers.
and so this is one of OpenID’s challenges: we have lots of providers, but few relying parties.
24. Picnik
disaggregation: the ability to choose the service that I want to use without having to import
EVERYTHING AND without having to even create an account.
this is in contrast, for example, to being forced to use a default service, like Photos on
Facebook or how Apple refuses to let apps that compete with their own apps enter the
AppStore.
25. Picnik
disaggregation: the ability to choose the service that I want to use without having to import
EVERYTHING AND without having to even create an account.
this is in contrast, for example, to being forced to use a default service, like Photos on
Facebook or how Apple refuses to let apps that compete with their own apps enter the
AppStore.
27. c:
icon by Seedling Design
we’re going from owning our own hard drives with our data... (CLICK)
28. http://
icon by Seedling Design
to relying on someone else to host our data for us.
having the ability to move data from place to another — while retaining metadata will be
essential.
29. http://
icons by Seedling Design and Fast Icon
you’ve got your youtube, facebook, flickr... no one will need to do backups anymore, but this
will have a profound impact on how you design services.
30. http://
icons by Seedling Design, etc
hybrid applications like this essentially require a connection to function.
31. and we’re even seeing this creep into desktop applications like Keynote where there is now a
Share menu... that I imagine will slowly replace the File menu (like the fax machine).
32. and we’re even seeing this creep into desktop applications like Keynote where there is now a
Share menu... that I imagine will slowly replace the File menu (like the fax machine).
33. and we’re even seeing this creep into desktop applications like Keynote where there is now a
Share menu... that I imagine will slowly replace the File menu (like the fax machine).
34. Open
cloud computing?
and so the question here is:
can we prevent cloud monopolies by applying the principles of open source?
35. Social web
where this all will make the most difference is in the social web.
it’s one thing if you want to move your application from one company’s cloud instance to
another.
what happens when you want to move your identity and friends?
38. ? ? ?
? WWW ?
? ? ?
not for connecting people — at least like people connect today.
39. I think we can start to see where this is going — in a very basic way — by studying
FriendFeed. Already they’re doing a lot of work to minimize the emphasis on services and are
instead focused on two things: People and what they’re sharing. (next: feed formats)
40. But they’re ending up spending all kinds of resources just getting the basics working, since
our feed formats like ATOM and RSS were designed with blog posts in mind, but people are
doing a lot more on the web today, beyond blogging.
41. Diso
this is really the premise behind the Diso Project:
to make it make it easier to build social experiences on the web
by deriving standards and formats from popular trends.
44. A standard in practice is worth
more than a standard in theory
but adoption of these technologies is key.
45. Ubiquity of a standard allows an
industry to move the level of
competition to a new layer
Photo by grendelkhan
why take the approach of creating standards when we could instead be building sweet apps?
because we don’t want to compete on the level of social apps that exist today.
we want to move up to a higher level of competition by commoditizing aspects of the
social web that are hard today, but are also basic or fundamental.
46. creating new opportunities for
innovation on user experience
Photo by Chris Metcalf
in so doing, we create new opportunities to compete on the basis of offering better service
and experience without relying on user lock-in.
47. Identity
but all of this is predicated on developing a means for estabishing durable, cross-site identity
on the web.
48. the basic atomic unity of society is the individual.
which is critical when it comes to the designing for the social web
49. the basic atomic unity of society is the individual.
which is critical when it comes to the designing for the social web
50. “Social” is the
state of living as a “society”
we’re really talking about society — the collection of norms, habits and behaviors that define
what a fairly large collection of people are all about.
51. and since change happens at the level of the individual
a building block technology like openid is critical.
the architecture of the social web must have the individual as its cornerstone.
53. Facebook recommendations
No where is this more obvious than on Facebook.
Here is a list of three people that Facebook has recommended to me.
The second one was suggested because we went to the same high school. Kind of a stretch,
right? I mean, what is that in the photo? A pillow? I have no idea WHO SHE IS
54. So let’s say I actually dive in and ask Facebook to list ALL the people it thinks I might know...
this is where it gets interesting.
(click)
Now, here I see someone I know. I’ve met Eric in person; I could probably add him as a
friend... but is it really him? It’s not like I have some shared secret with him to verify that this
is actually an online representation of his...
55. So let’s say I actually dive in and ask Facebook to list ALL the people it thinks I might know...
this is where it gets interesting.
(click)
Now, here I see someone I know. I’ve met Eric in person; I could probably add him as a
friend... but is it really him? It’s not like I have some shared secret with him to verify that this
is actually an online representation of his...
56. so I decide to do a search — and lo, out of 444 results, he comes up first. Sure, but this is the
same guy from the previous page.
(click)
If we have 63 mutual friends, well, that’s starting make this more plausible...
57. so I decide to do a search — and lo, out of 444 results, he comes up first. Sure, but this is the
same guy from the previous page.
(click)
If we have 63 mutual friends, well, that’s starting make this more plausible...
58. Ok, now I’m feeling pretty confident. In lieu of a shared secret between us, a familiar social
graph is a reasonable substitute. Get that: by revealing one’s social connections I get closer
to someone’s real identity.
59. your social graph is essentially a kind of identity fingerprint for people who know you and
know who you know.
but this is really only possible because my mutual friends shared their identities first.
60. @factoryjoe
so some of you might know that I use “factoryjoe” as my username on the web.
But, no one in the real world has any frigging clue who “factoryjoe” is, especially without
context.
And so people have come up to me and called me “Joe” without even thinking about it.
This online identity was becoming better known than me!
61. @factoryjoe
@chrismessina
So I killed it. At least on Twitter. And now I’m just @chrismessina.
Like I was before, and always have been.
But I’ve seen other people do the same thing since I made this change.
And it looks like it’s only becoming more common.
62. Let’s take a look at another example.
Compare the chat list on the left with the one on the right.
With AIM, you’ve got all these foreign-looking usernames... whereas on the right you have
real names.
CLICK - focus on pirillo
[talk about Facebook’s early decision to swear off usernames]
63. Let’s take a look at another example.
Compare the chat list on the left with the one on the right.
With AIM, you’ve got all these foreign-looking usernames... whereas on the right you have
real names.
CLICK - focus on pirillo
[talk about Facebook’s early decision to swear off usernames]
64. “l0ckergn0me”
vs.
Chris Pirillo
understand that this DESIGN decision was as important as Flickr’s public-by-default decision.
Heck, I don’t even know what a “locker gnome” is. But here’s the change.
66. Eventbox
why does this option even exist?
This to me proves that we are in a transitional period, from assumed aliases to one of real,
public, transparent identities.
67. Eventbox
why does this option even exist?
This to me proves that we are in a transitional period, from assumed aliases to one of real,
public, transparent identities.
68. even places like MySpace, where pseudonymity reigns is moving in this direction...
69. even places like MySpace, where pseudonymity reigns is moving in this direction...
70. morality,
creativity,
spontaneity,
problem solving,
lack of prejudice,
Self-actualization acceptance of facts
self-esteem, confidence,
achievement, respect of others,
Esteem respect by others
friendship, family, sexual intimacy
Love/belonging
security of: body, employment, resources,
Safety morality, the family, health, property
breathing, food, water, sex, sleep, homeostasis, excretion
Physiological
Maslow’s Hierarchy of Needs
now, I think this what this means is that we’re seeing a shift to using real identity because the
social web is becoming a increasingly important piece of many people “self-actualization”.
self-actualization is from mazlow’s hierarchy of needs and is at the top of the pyramid here.
71. • facebook.com/chrismessina
• friendfeed.com/chrismessina
• google.com/profiles/chrismessina
• twitter.com/chrismessina
You can see this people try to “claim” their identity across the web (CLICK)
72. • facebook.com/chrismessina
• friendfeed.com/chrismessina
• google.com/profiles/chrismessina
• twitter.com/chrismessina
and course, companies are jumping over each other to be namespace for people on the web.
73. Five rules
• The perpetual beta becomes a process for engaging
customers.
• Share and share-alike data, reusing others’ and
providing APIs to your own.
• Ignore the distinction between client and server.
• On the net, open APIs and standard protocols win.
• Lock-in comes from data accrual, owning a
namespace or non-standard formats.
remember Tim O’Reilly’s rules? Yeah, this one.
74. Five rules
• The perpetual beta becomes a process for engaging
customers.
• Share and share-alike data, reusing others’ and
providing APIs to your own.
• Ignore the distinction between client and server.
• On the net, open APIs and standard protocols win.
• Lock-in comes from data accrual, owning a
namespace or non-standard formats.
remember Tim O’Reilly’s rules? Yeah, this one.
let’s look at what these namespaces look like on the web today.
75. this is how facebook presents me to the world.
note that i can’t change this.
sure i can change my photo... but i can’t alter what’s presented here. this is all left up to
facebook’s discretion.
76. friendfeed present an activity-centric view of me.
i can’t change how this looks, but at least it represents parts of what i’m actually doing
77. Google now lets me have quite a bit of control over my profile, but it makes me look like a
google employee.
oh, and everyone looks the same.
78. Meanwhile, Twitter at least lets me customize the colors and background image... but
otherwise, that’s about it.
and without context, it can be a bit jarring.
79. So what if I wanted to just do something like this? I’m not saying this is the best webpage
evar, but the point is, when I host my own identity, it’s up to ME how I present my identity to
the world.
And I believe that it’s at the level of the individual that all change and innovation begins and
so the web’s architecture should reflect that.
80. and so this is why i use factoryjoe.com as my OpenID. It means that I, as an individual, am in
charge of, and own my own identity.
and what we need to develop, over time, is a way for people who own their own identities —
regardless of whether they delegate to a service or not — to connect to the people and
services that matter to them. (next: asshole)
81. *
now, do you know what this is?
it’s the asshole of the universe.
82. now, do you know what this is?
it’s the asshole of the universe.
83. and like assholes, it seems that everyone wants to have a connect API these days.
84. * Connect
and like assholes, it seems that everyone wants to have a connect API these days.
85. Photo by Timothy Vogel
the result is what we call the “OpenID NASCAR” where everyone wants their brand shown on
login forms.... (CLICK)
87. when people really just want this.
their goal is to get access to their account
To be fair, this is merely an uncomfortable transitional step along a much longer path
towards open identity on the web. it is a means to an end, but not the end that we seek.
88. when people really just want this.
their goal is to get access to their account
To be fair, this is merely an uncomfortable transitional step along a much longer path
towards open identity on the web. it is a means to an end, but not the end that we seek.
89. Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
90. • What’s your address?
Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
91. • What’s your address?
• What’s your phone number?
Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
92. • What’s your address?
• What’s your phone number?
• What’s your AOL screenname?
Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
93. • What’s your address?
• What’s your phone number?
• What’s your AOL screenname?
• What’s your email address?
Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
94. • What’s your address?
• What’s your phone number?
• What’s your AOL screenname?
• What’s your email address?
• What’s your MySpace?
Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
95. • What’s your address?
• What’s your phone number?
• What’s your AOL screenname?
• What’s your email address?
• What’s your MySpace?
• Twitter?
Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
96. • What’s your address?
• What’s your phone number?
• What’s your AOL screenname?
• What’s your email address?
• What’s your MySpace?
• Twitter?
• Are you on Facebook?
Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
97. • What’s your address?
• What’s your phone number?
• What’s your AOL screenname?
• What’s your email address?
• What’s your MySpace?
• Twitter?
• Are you on Facebook?
• What’s your OpenID?
Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.
And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to fix that
actually.
But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.
99. The open, social web will be built on standards that are free
to implement and that encourage competition at the
layer of service and user experience.
100. so, one example of this is email standards like SMTP and IMAP. These protocols are
dinosaurs... (CLICK)
101. but have allowed services like Gmail to be started relatively recently and widespread adoption
by creating the incentive to innovate on top of a basic set of features.
102. where they’ve created this amazing experience in the iphone version of Gmail. Largely
because of standards.
103. similarly, Twitter has grown in large part because of its use of SMS, a standard feature of
phones that has been around for ages — that few had previously taken advantage of.
Ironically, you could argue that RSS on Blogger was what lead Ev Williams to his original
success. So, he just seems to be at the right moment leveraging standards as they become
ubiquitous in the marketplace.
105. vCalendar
and indeed, one of the best examples of the power of standards to change an industry is the
iphone.
it is the benefactor of years of open standards development.
so clearly the open, social web will have an impact on mobile development.
106. IEEE 802.11 (WiFi) vCalendar
International Mobile Telecommunications-2000 (IMT-2000)
Bluetooth
Short Message Service (SMS)
JPEG
MPEG-4 Part 14,
ISO/IEC 14496-14:2003 (MP4)
MPEG-1 Audio Layer 3 (MP3)
SQLite, TXT
vCard, etc
HTTP, CSS, JS, etc
SMTP, IMAP, POP3
and indeed, one of the best examples of the power of standards to change an industry is the
iphone.
it is the benefactor of years of open standards development.
so clearly the open, social web will have an impact on mobile development.
107. Just consider that WebKit is the rendering engine that powers the Safari browser.
this is an open source project
108. webkit is also the rendering engine that powers Google’s Chromium/Chrome open source
browser project.
109. the Palm Pre’s applications are also all webkit apps.
see how important standards are here?
110. So, just as WebKit is becoming the new operating level,
the underpinings of Mac OS X itself is UNIX, which is open source.
Apple leverages open source and community-based peer-production and ostensibly sells an
experience on top of it.
The value is not in the software, per se, but in the designed experience and vision
carried through Apple products. And so, we need to endeavor to have something like UNIX
for the social web.
111. The open, social web
and so, hopefully I’ve given you a clear picture of why OPEN standards are critical to
innovation on the SOCIAL web —
that really the aim of the Diso Project and similar initiatives are to move the realm of
competition to a higher level so that we can actually begin to
build social experiences at the level that Apple builds hardware experiences today.
SO WHY THE OPEN SOCIAL WEB?
112. Diso
and so the Diso Project, conceptually, is how I’m framing my work in this area.
113. Our challenge is to build technologies that enhance the
network and serve people so that they in turn can build
better and richer societies.
Our fundamental challenge is to build technologies that enhance the network and serve
people so that they in turn can build better and richer societies.
114. fin.
diso-project.org
chris@citizenagency.com • @chrismessina • factoryjoe.com
Color palette: oddend by martin Typeface: FTF Flama™ by Mario Feliciano
so that’s it. questions?
115. fin.
diso-project.org
chris@citizenagency.com • @chrismessina • factoryjoe.com
Color palette: oddend by martin Typeface: FTF Flama™ by Mario Feliciano
so that’s it. questions?
