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An introduction to next-generation web technologiesThis 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-handKrishna 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 customersThis 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 NetworkingCovers: Web 2.0
Contents
Introduction xviiiChapter 1 An Introduction to Web 2.0 3What Exactly Is This Web 2.0 and Why Should We Care About It? 3Social Aspects of Web 2.0 5Business Aspects of Web 2.0 6Web 2.0 Versions and Generations 11Web 2.0 CE Versus EE 14Challenges to Web 2.0 EE Adoption 16Characteristics and Memes of Web 2.0 16User-Generated Content 18Rich Internet Applications (RIA) 18Social Networks 19Cloud Computing 19Web-Centric Development and Architectural Models 19Data 21Mashups 22Scale Free and Long Tail 23Mobility 24Web 2.0 at Cisco 24Web 2.0-Centric Products from Cisco 25How Cisco Is Leveraging Web 2.0 Internally 27Chapter 2 User-Generated Content: Wikis, Blogs, Communities, Collaboration, and Collaborative Technologies 33Evolution of User-Generated Content (UGC) 35Personal Webpages 35Blogs 37Wikis 46Bookmarking and Folksonomies 54Photos and Videos 60Communities 63Collaboration 65Collaborative Technologies 65Cisco TelePresence 65WebEx 67Unified Communications 69Chapter 3 Rich Internet Applications: Practices, Technologies, and Frameworks 77What Exactly Is an RIA and Why Do We Care About It? 77A Techno-Business Tour Through the RIA Land 79Web 2.0 RIA Technologies, Standards, and Frameworks 84Ajax 85HTTP Architectural Constraints 87OpenAjax 88Ruby on Rails Framework and Infrastructure 89Chapter 4 Social Networking 91State of the Union and Business Value of Social Networks 92Characteristics of a Social App 94Social Network Ecosystems and Players 96Facebook: A Complete Ecosystem 96Facebook Platform 96Facebook Applications 98Facebook Platform and Architecture 99Weaving a Facebook Application 103LinkedIn: The Corporate Hangout for Jobs and Connections 104MySpace: The Teen Social Network Site 105Friendster: Where It All Began 106Ning: A Generic Social Site Hosting Platform 106Jive: An Enterprise Platform 107Socialtext: A Hosted Enterprise Collaboration Tool 107Awareness: An Enterprise Social Media and Web 2.0 Communities Platform108Google: Social Network Interoperability Interfaces 108Microsoft: Enterprise Content Management with Social Network Features 108IBM: Making Collaboration a Corporate Priority 109Twitter: In a New Category by Itself-Microblogging 111Social Networking Standards and Interfaces 113OpenSocial 114OpenID 115OAuth 117Other Social Networking Standards 117Challenges in the Social Networking Industry 118Relevance and Nature 118Openness and Data Portability 118Security and Privacy 119Data Ownership 120Worldwide Acceptance and Localization 121Chapter 5 Content Aggregation, Syndication, and Federation via RSS and Atom 125Business View of Information Distribution 127RSS 129RSS 2.0 Information Architecture 131RSS 2.0 Modules 133How RSS Works 134RSS at CISCO 135Cisco RSS Publishing 136Cisco RSS Consumption 137Enterprise RSS Best Practices 137Atom 139Atom Information Architecture 140Chapter 6 Web 2.0 Architecture Case Studies 143Web 2.0 Infrastructure Architecture: Scale, Concurrency, and Distributability 144Web 2.0 Infrastructure Architecture Case Studies 145eBay 146YouTube 147Amazon 148Google 149Twitter 151Flickr 152Technologies for Scalable Architectures 152Case for MapReduce and Its Cousin Hadoop 154Scalable Interfaces 155Web 2.0 Development and Deployment 156Chapter 7 Tending to Web 3.0: The Semantic Web 161A Business Definition of the Semantic Web 161A Business View of the Semantic Web 163Semantic Web Origins-From Aristotle to W3C 167Inner Workings of Semantic Web Technologies 168Resource Description Framework 169Web Ontology Language 172SPARQL 175Enterprise Applications of the Semantic Web 176Social Media, Education, and the Semantic Web 176Semantic Web SaaS Platform 177Semantic Web Support in Databases 178Other Enterprise Applications 178Chapter 8 Cloud Computing 181Cloud Computing and Its Relevance 181Cloud Computing Eco System 184Cloud Computing Business Value 188Cloud Computing Offerings from Major Vendors 190Amazon 192Google 195Microsoft 195Live Mesh 195Azure 195IBM 197Sun 197Other Companies 198Enterprise Adoption of Cloud Computing 198Chapter 9 Web 2.0 and Mobility 203Evolution of Mobile Web Technology 204Generations of Mobile Phone Technology 204Mobile Devices 206Voice Recognition and Position Location Technology 211Developing Applications for Mobile Devices 211Mobile Web Applications and Websites 213Mobile Webapps 213Web Portals and Wireless Application Service Providers 216Mobile Social Networking 219Mobile Web at Cisco 222Cisco.com Mobile 222Cisco Text Messaging Services 223Cisco Mobile Intranet Services 224Cisco Mobile Sales Information Services 226Cisco's Mobile Web Strategy 227Chapter 10 Web 2.0 @ Cisco: The Evolution 231Intranet Strategy Group 235Blogs 236Discussion Forums 241Wikis 245Connecting People, Information, and Communities 250Video 255Communications Center of Excellence (CCoE) 256Communication and Collaboration Board 261Cisco 3.0 262Chapter 11 Cisco's Approach to Sales 2.0 267Web 2.0 Changes Sales Processes 267Sales 2.0 268Cisco Sales Explores Web 2.0 269Connected Communities 270Finding Expertise 270Mobile Sales 2.0 271Web 2.0 Explorers 272Mashups 273Salespedia 274WebEx Connect Initiative for Sales 275Sales Innovation via iFeedback 276U.S.-Canada Sales Theater Initiatives 278Sales Planning & Operations 279Scale the Power 281Administrator Training 282Collaboration Portal 282Collaboration Guide 282Collaboration Hot Topics 286Collaboration Library 288Collaboration Cockpit 289Web 2.0 Committee 290Worldwide Sales Collaboration Board 290Advanced Technology 291Specialist, Optimization, Access, and Results 292Five to Thrive 295Worldwide Channels 297Cisco to Partner 299Partner to Partner 300Marketing 303Collaboration Consortium 303Appendix References 307Index 348TOC, 97815870547632, 3/27/09
