Dickson K.W. Chiu

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COMP7790 Web 2.0 3.0

• Dickson K.W. Chiu
• PhD, SMIEEE
• Original by Freek Bijl

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Overview

• It takes 10 years for Web 2.0 to reshape the Web
• Might be the same for Web 3.0
• Web 3.0 still not mature
• Both are evolving technology frameworks

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Where are we now?
www.digitalrhetoric.org/course/web1to3.jpg
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Web 1.0 - info-centric

• When the web was in its early days, we didnt
  know exactly what to show on a computer screen
• A company card?
• A button?
• A shop?
• Web 1.0 was all about our search for online
  viability
• Characterized by info-centric
• separate static websites
• one-way broadcasting.
• Widely used between 1998 and 2001, and it is
  still used beside Web 2.0 in almost all web sites.

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Web 2.0 - people-centric

• When we got a grip on the technical part, the
  real possibilities of the web became more clear.
• We discovered the power of networks.
• Web 2.0 has no single definition but can be
  explained through a series of Internet trends,
  one being the empowerment of the user.
• However, to meet the requirements of the general
  public, it should be people-centric
• Web treated as a platform

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The power of links
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The power of collaboration
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The power of content and reach
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The power of friends
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Key Web 2.0 Features

• Rich Internet Application (RIA)
• graphical point of view or usability point of
  view
• e.g., AJAX and Flash
• Social Networking - Anyone can participate in the
  content creation
• User-generated content, collaboration,
  community
• Content isnt fixed publicationit changes daily
• Service orientation Mashups (see next slide)
• More companies enter the emerging SaaS

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Web 2.0 Mashups

• Development and utilization of Web services
• Most sites you visit have web services running in
  the background
• These services allow you to integrate data
  between sites through APIs such as you see on
  Flickr and Amazon
• A web application combines data from more than
  one source into a single integrated tool.
• Example is the use of cartographic data from
  Google Maps to add location information to
  restaurant data (Openrice.com), thereby creating
  a new and distinct web service that was not
  originally provided by either source

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Web 2.0 Example Sites

• Social networking sites Facebook, MySpace, Hi5,
  etc.
• Tagging or Labeling Content Del.icio.us.
• Wikis Wikipedia.
• Community-generated content eBay.
• Open Services Google.
• P2P Bit Torrent.
• New Web technologies XML, RSS, Ajax.
• Open Source Software Sourceforge

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Academia Business Coined 2.0s
hinchcliffe.org/img/web2tree.jpg
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Web 2.0 Company Characteristics

• Harnessing the collective intelligence and taking
  advantage of network effects
• Google the link structure of the web
• Amazon our reviews of their products
• Ebay our willingness to engage in commerce
• Flikr and de.li.cious our ability to classify
  artifacts
• Wikipedia our desire to exchange knowledge

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Web 2.0 Inevitable Trough of disillusionment
hinchcliffe.org/img/web2tough.jpg
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Web 2.0 vs 3.0

• Web 2.0 is all about the power of networks
• Basically, web 2.0 is a social change. The
  technical part of the web hasnt changed very
  much.
• But, web 3.0 will be driven by technological
  changes
• Web 3.0 - the semantic web - is about the meaning
  of information.

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Web 3.0

• Web 3.0 By Spalding 2007
• highly specialized information silos, moderated
  by personality, validated by community and
  inclusion of meta data through widgets
• The evolutionary stage of Web 2.0
• Lack of standards and unified framework
• Share some attributes with Web 2.0
• Transformation
• Ubiquitous computing
• Openness
• Intelligence

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Pillars of Web 3.0

• Tagging
• Adding meta data to index and describe resource
• Web 3.0 allows not only text search, but also
  images, audio and video
• Sub-search engine pull feeds automatically for
  you
• High level of personalized vocabularies and
  structure
• Microformats
• Define semantic vocabularies by user
• Variety of options RDF, XML, XFN
• Bridge the gap between understandings by human
  and machine

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Web 3.0 evolution paths

• Different meanings are intended to describe the
  evolution of Web usage
• Emphasize a machine-facilitated understanding of
  information on the Web.
• Interaction between the many possible
  evolutionary paths
• Semantic Web (main starting point)
• Video Web
• Web 3D
• Ubiquitous and Pervasive Web
• Expansion of SaaS

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Web 3.0 - Semantic Web

• Refer to our earlier lectures

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Web 3.0 Video Web

• Spatial Media Fragments Video Content
• Reed Hasting, the founder and CEO of Netflix,
  described Web 3.0 as being the full-video Web
  that will be made possible by the increasing
  growth in bandwidth available to customers that
  will allow transmission of full movies over the
  Web.

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Web 3.0 3D Web

• Thousands of users worldwide linger in
• 3D-worlds like Second Life or
• 3D-Games such as Entropiauniverse and Active
  worlds.
• Philip Rosedale, founder of Second Life, believes
  that one day 1500 million people will have a
  second existence.
• The adding of the third dimension will shift the
  internet into a hyper-realistic parallel world .
• http//www.internet3d.org

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Web 3.0 Ubiquitous / Pervasive Web

• Our Vision of Web 3.0 is to link data and
  devices in new ways to achieve new insights,
  greater efficiencies, economic benefits and
  improved quality of life
• Steve Bratt.
• The Web 3.0 will see applications that are
  pieced together, fast, customizable, run on any
  device, and most importantly, disseminate
  virallythrough social networks
• Eric Schmidt, CEO of Google

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Web 3.0 SaaS and Clouds

• 10 years coming client-server to SaaS
• User contributed code /omni-functions
• Multi-tenant Internet super applications
• Super apps utilized by enterprises
• Building massively scalable data centers that are
  secure, reliable, and highly available is very
  complex and expensive.
• Traditional client-server software development is
  still a painful and complex process
• Deployment of applications is still difficult and
  the cost of maintenance is expensive

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Advantage of Cloud Computing

• No need to purchase application servers and a
  small army to fine tune and maintain them
• Software developers wont have to build a
  security and sharing model. The cloud provides
  these items
• Ease of deployment, and depth of functionality
• More time given to functionality and meeting
  client needs

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Web History and Future
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Stamp Example - Background

• Suppose, I am a stamp collector...
• Over the years Ive collected a lot of stamps.
• About every stamp, I made a document
• Thats a lot of documents

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Stamp Example - Search

• How can I find a specific stamp?
• Google?
• This is the web we have today a huge collection
  of documents
• The words of all those documents are indexed. We
  can search for keywords.

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Stamp Example Google Search

• Now, suppose I Google for all red stamps
• Not very intelligent

Red stamps Stamps from Cambodia (Khmer
Rouge) Stamps from the Red Sea Stamps from the
140th anniversary of the Red Cross Stamps with
red dragons
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Stamp Example Structural Meaning

• Not very intelligent, but how can a computer know
  what I mean?
• When we structurally describe that a stamp is a
  stamp and red is a color.
• Describing data in a structured way can best be
  done in a database.
• Different databases can be connected.

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Stamp Example All about a Stamp
In 1980 you could buy this stamp for 1 cent
Now its worth 3 euros
This is a stamp
This stamp is from the United Kingdom
This stamp is used between 1978 - 1981
The picture on the stamp is a PO Box
This stamp is designed by John Bryan Dunmore
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Stamp Example Databases Integration

• A database with stamps
• A database with countries
• A database with colours
• A database with stamp traders

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Stamp Example Web 3.0 as Databases Integration

• One view of Web 3.0 is the web being a big
  collection of databases which can be connected on
  demand.
• Agreements are made on the structure of data and
  the way data is described. Where the data is
  located is irrelevant.
• Linking data is the power of web 3.0.
• So, I want all the red stamps, designed in
  Europe, but used in the U.S.A., between 1980 and
  1990 is a question that will get a better answer
  with web 3.0

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A broader view of Web 3.0

• The previous view of Web 3.0 is a narrow one.
  Like Web 2.0, Web 3.0 stands for a range of
  developments. E.g.
• A fast broadband connection to the Internet,
  always and everywhere.
• Open source techniques and free data (Data as a
  Service)
• Open identities
• Software as a Service (e.g., Google docs)

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Why do we want to add meaning to data ?

• When a computer understands what data means, it
  can do intelligent search, reasoning and
  combining.
• This makes our life easier.

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Some Technologies of Web 3.0

• RDF
• XML
• URI
• SPARQL
• XDI
• XRI
• SWRL
• XFN
• OWL
• API
• OAUTH

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XML

• Meaning is about understanding.
• To understand we need a language.
• A language starts with words.
• Things mean something in words.
• Online, we describe things with XML.

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XML - Example

• lt?xml version"1.0" encoding"ISO-8859-1"?gt
• ltcollection nameMy stamp collection"gt
• ltstampgt
• lttitlegtRed dragonlt/titlegt
• ltcountrygtChinalt/countrygt
• ltyeargt1984lt/yeargt
• lt/stampgt
• ltstampgt
• lttitlegtPO Boxlt/titlegt
• ltcountrygtEnglandlt/countrygt
• ltyeargt1992lt/yeargt
• lt/stampgt
• lt/collectiongt

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RDF and RDF Schema

• Resource Description Framework (RDF)
• We cant understand words alone
• RDF is a data model for objects and relations
  between them
• RDF Schema is a vocabulary description language
• In addition, online grammar is required
• Describes classes and properties of RDF resources
• Provides semantics for generalization hierarchies
  of properties and classes
• With RDF Schema we can define concepts and make
  simple relations between them.

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RDF Example
This stamp is from England
Predicate
object
subject
hence from Europe.
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RDF Schema Example
Stamp
Country
from
in
Continent
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OWL

• But, RDF schema is limited.
• A language needs more expression and logic to
  make good reasoning possible.
• relations between classes
• e.g., disjointness
• cardinality
• e.g. exactly one
• richer typing of properties
• Thats why OWL (The Web Ontology Language) was
  invented.
• characteristics of properties (e.g., symmetry)
• BOTH OWL and RDF are standards of www.w3.org

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SWRL

• Finally, to reason you need rules.
• Rules are formulated in SWRL (Semantic Web Rule
  Language)

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SWRL Example
ltrulemlimpgt ltruleml_rlab rulemlhref"example
1"/gt ltruleml_bodygt ltswrlxindividualProperty
Atom swrlxproperty"hasParent"gt
ltrulemlvargtx1lt/rulemlvargt
ltrulemlvargtx2lt/rulemlvargt lt/swrlxindividualP
ropertyAtomgt ltswrlxindividualPropertyAtom
swrlxproperty"hasBrother"gt
ltrulemlvargtx2lt/rulemlvargt
ltrulemlvargtx3lt/rulemlvargt lt/swrlxindividualP
ropertyAtomgt lt/ruleml_bodygt ltruleml_headgt
ltswrlxindividualPropertyAtom
swrlxproperty"hasUncle"gt
ltrulemlvargtx1lt/rulemlvargt
ltrulemlvargtx3lt/rulemlvargt lt/swrlxindividualP
ropertyAtomgt lt/ruleml_headgt lt/rulemlimpgt

• I got this stamp from my uncle.
• The rule for calling someone my uncle is that one
  of my parents has a brother.

son of
brother
mother or father
I
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SPARQL

• Suppose, I want to search for a specific stamp.
• I want all the red stamps, designed in Europe,
  but used in the U.S.A., between 1980 and 1990
• We can use SPARQL (Protocol and RDF Query
  Language).

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URI

• Because the web is decentralized and data is in
  many places, not only language is important.
• Exchange of data between different machines is
  key.
• To make a connection a machine needs a source.
  For this, we use resource identifiers.
• Best known resource identifier is the URI
• which consists of a name (urn) and a location
  (url)

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XRI XDI

• URIs have international limitations and the need
  for data-exchange between machines is rapidly
  growing.
• There is a successor XRI (Extensible Resource
  Identifier)
• There is a standard for sharing, linking and
  synchronizing data.
• This standard is called XDI (XRI Data
  Interchange).

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OAuth API

• However, data is often protected.
• We need consent and a key to gain access.
• The key to certain data is described in an API
  (an application programming interface).
• An open standard for accessing (authentication)
  the API is OAuth.

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Web 3.0 Expectations

• A clever and on-demand friend who is able to
  lead, advice, negotiate and support the user
  honestly.
• Could be embedded in the smart devices, enabling
  the user to use his home, car or mobile remotely,
  safely and correctly.
• Affect our daily life and blur our real life with
  a virtual web site applications and services as
  Ubiquitous Web.

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Example Web 3.0

• Freebase
• http//www.freebase.com
• Amazon (If you liked this, you will like this!
• http//www.amazon.com
• Netvibes (pull your Web 2.0 apps together!)
• http//www.netvibes.com

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Possible Impact on E-business

• Shift from traditional information broadcast
  medium to service channels
• Satisfy needs of customers
• Autonomy
• Independence
• Relatedness
• Feedback
• Entertainment
• Examples IBM, BMW create virtual communities for
  customers

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Summary

• Web 3.0 shifts the Web from informational medium
  into service oriented, community based,
  intelligent medium
• Semantics help integrate anything (people,
  computers, and systems), anywhere, anytime
• Web 3.0 takes years to be fully-fledged
• Forces E-business to restructure their business
  process
• Web 3.0 applications help to retain customers and
  gain competitive advantages