Web 2. 0 and Beyond: Understanding the New Online Business Models, Trends, and Technologies: Understanding the New Online Business Models, Trends, and Technologies

Web 2.0 has taken on buzzword status. It's now shorthand for everything that is new, cutting-edge, and gaining momentum online. Web 2.0 can describe particular Web sites; cultural trends like social networking, blogging, or podcasting; or the underlying technology that makes today's coolest Web applications possible. Many Web 2.0 innovations were pioneered by behemoths like Google, Amazon, Apple, YouTube, and MySpace. But even the smallest, leanest companies can take advantage of the new trends, new and open-source programming tools, and new networks. This book presents a wealth of ideas that will enable any business to quickly and affordably deploy Web 2.0 best practices to gain customers and maximize profits. Web 2.0 is more a series of trends than a basket of things: —More and more, power is in the hands of individual users and their networks. —Web content is distributed, sorted, combined, and displayed across the Web in formats and places not anticipated by the content creators. —New technology now makes rich online experiences and complex software applications possible, and at a low cost. —Integration is breaking down walls between PCs and mobile devices. Web 2.0 is a landscape in which users control their online experience and influence the experiences of others. Business success on the Web, therefore, now comes from harnessing the power of social networks, computing networks, media and opinion networks, and advertising networks. Web 2.0 takes advantage of higher bandwidth and lighter-weight programming tools to create rich, engaging online experiences that compete with television and other offline activities. With examples and case studies from real businesses, this book demonstrates what makes a successful Web 2.0 company, regardless of its size or resources. A non-technical guide, it is aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages. "This book takes managers on a tour of the new marketing techniques made possible by Web 2.0. Web 2.0 has taken on buzzword status. It's now shorthand for everything that is new, cutting-edge, and gaining momentum online. Web 2.0 can describe particular Web sites cultural trends like social networking, blogging, or podcasting or the underlying technology that makes today's coolest Web applications possible. Many Web 2.0 innovations were pioneered by behemoths like Google, Amazon, Apple, YouTube, and MySpace. But even the smallest, leanest companies can take advantage of the new trends, new and open-source programming tools, and new networks. This book will present a wealth of ideas for any business to quickly and affordably deploy Web 2.0 best practices to gain customers and maximize profits. Web 2.0 is a landscape in which users control their online experience and influence the experiences of others. Business success on the Web, therefore, now comes from harnessing the power of social networks, computing networks, media and opinion networks, and advertising networks. Web 2.0 takes advantage of higher bandwidth and lighter-weight programming tools to create rich, engaging online experiences that compete with television and other offline activities. With examples and case studies from real businesses, this book demonstrates what makes a successful Web 2.0 company, regardless of its size or resources. A non-technical guide, it is aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages"--Publisher's description The widespread adoption of broadband has created a Web experience that could only be dreamed of just a few years ago. The term Web 2.0 was coined in reference to the proliferation of highly interactive Web applications, including social networks such as FaceBook and MySpace, streaming video, interactive gaming, wikis, user-submitted reviews, and blogs. Mobile Web, or wireless access to the Internet through a cell phone, PDA, or other portable gadget, allows users to move off the desktop; and with the introduction of the Apple iPhone, users have a new, improved portable Web-browsing experience. Funk outlines the latest emerging technologies on the Web, and offers readers the Ten Things You Should Do to Make Your Business More Web 2.0. This highly accessible guide provides the latest information on the most popular activities on the Web; new ways to market, attract customers, and keep your Web site vibrant; and ways to protect yourself from the growing menace of cybercrime. Funk has been involved with Web publishing since 1995 and is currently vice president of client services for Timberline Interactive, a Web-development consultancy.--Siegfried, David Copyright 2008 Booklist Contents......Page 8 Acknowledgments......Page 10 Introduction: What is Web 2.0 and How Will It Change My Business?......Page 12 1. Power to the People......Page 20 2. Pull Media, Not Push......Page 40 3. The Web As Platform: The Network Is the Computer......Page 52 4. Case Studies: Rapidly Changing Online Landscapes......Page 68 5. Successful Online Business Models for Web 2.0 and Beyond......Page 98 6. Ten Things You Should Do to Make Your Business More “Web 2.0”......Page 112 7. The Dark Side: How the Latest Developments in Cyber Crime Can Ruin Your Day—Or Business......Page 136 8. Web 3.0: What Does the Future Hold?......Page 146 Appendix A: The Technologies Driving Web 2.0......Page 164 Appendix B: Web 2.0 Reading and Resource List......Page 172 Notes......Page 178 B......Page 186 F......Page 187 L......Page 188 P......Page 189 T......Page 190 Z......Page 191 Introduction : what is Web 2.0 and how will it change my business? Power to the people Pull media, not push The Web as platform : the network is the computer Case studies : rapidly changing online landscapes Successful online business models for Web 2.0 and beyond Ten things you should do to make your business more "Web 2.0" The dark side : how the latest developments in cyber crime can ruin your day or business Web 3.0 : what does the future hold?