Thinking Web 2.0

Web 2.0, the idea that a second-generation Web is developing, has been getting a lot of attention lately. Sites are describing themselves as "Web 2.0" sites, investors are looking for "Web 2.0" sites, and it's becoming a popular tool for framing discussions about the future of the Internet.

It's also generating its share of controversy, with many thinking that the idea is vaporware or not much more than marketing hype. It's a flawed term, because many of the ideas that it encapsulates don't really have anything to do with the Web, but instead relate to other ways of working over the Internet. Also, most of the so-called "2.0" ideas have been important parts of the Internet since early on.

I'm not convinced yet that Web 2.0 represents much more than a renewed since of optimism in the potential of the Internet. Nevertheless, it's worth reviewing as a framework for looking at the future of your website or ebusiness, and at the future of the Internet itself.

What is Web 2.0?

Web 2.0 is an idea, rather than a specification, platform or technology.

The concept of "Web 2.0" is pure marketing. It was created by O'Reilly Publishing and MediaLive International when they were brainstorming conference ideas. They wanted to capture the idea that, far from having "crashed", the web was more important than ever, with exciting new applications and sites popping up regularly.

O'Reilly founder Tim O'Reilly has outlined their concept for Web 2.0, including a set of "design patterns". Here's a summary of these patterns and some examples of sites that are using them.

Web 2.0 Design Patterns

The Long Tail - this often-abused term represents the idea that small sites and niche content make up the bulk of the Internet. Sites that exploit people's interest in niches have become some of the successful sites on the Web. Google and eBay, for example, aren't successful because they make it easy to find mainstream content or purchases, but because they make it easy to find things that were previously hidden or unavailable.

Data is the Next Intel Inside - on the Web, it's easy to recreate a user interface, but it's hard to recreate large data stores. Companies that can create large, hard-to-duplicate data stores create a barrier to entry for competitors. Examples would be Yahoo's data warehouse of user information, Google's warehouse of information about the Web, or Amazon's warehouse of information about products.

Users Add Value - user participation is both a measure of your site's value, and a way of building that value. At Amazon, users contribute reviews and ratings, which add value to the content that Amazon generates. For many users, these ratings are more reliable than any individual reviewer's rating, because they incorporate the feedback of many people.

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