Unleashing web 2.0 : from concepts to creativity

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The emergence of Web 2.0 is provoking challenging questions for developers: What products and services can our company provide to customers and employees using Rich Internet Applications, mash-ups, Web feeds or Ajax? Which business models are appropriate and how do we implement them? What are best practices and how do we apply them?

If you need answers to these and related questions, you need Unleashing Web 2.0 --a comprehensive and reliable resource that guides you into the emerging and unstructured landscape that is Web 2.0.

Gottfried Vossen is a professor of Information Systems and Computer Science at the University of Muenster in Germany. He is the European Editor-in-Chief of Elsevier's Information Systems--An International Journal. Stephan Hagemann is a PhD. Student in Gottfried's research group focused on Web technologies.

Author Notes

Gottfried Vossen is a professor of Information Systems and Computer Science at the University of Muenster in Germany

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Choice Review

Vossen and Hagemann (both, Univ. of Munster, Germany) provide a critical examination of the concepts, standards, and technologies that define Web 2.0. A helpful history and overview of the "preparatory stream for Web 2.0" includes the established standards (XML, HTML, CSS, and RSS), the familiar Web creation tools, blogs, wikis, and social networks, and the infrastructure components, Web scripting, Web services, and P2P networks. Newer technologies, Rich Internet Applications (RIAs) programmed with Ajax or Ruby on Rails, mashups derived from application programming interfaces (APIs) or Web procedure calls (WPCs), and social tagging then enable Web 2.0. The authors summarize these enablers by stating that RIAs "increase functionality," mashups provide "better data usage," and tagging offers "more social interaction." Distinctive Web 2.0 business models are based on advertising, information intermediaries, software as a service (SaaS), and cocreation of content. The convergence of the Semantic Web encompassing RDF, OWL, and ontologies with Web 2.0 may become Web 3.0. Microformats, structured tagging, and folksonomies could lead the way. Each chapter is concise and insightful from a business and technology perspective, and the bibliography is highly relevant for further study. Vossen and Hagemann provide an excellent source for learning about Web 2.0. Summing Up: Highly recommended. General readers; lower-division undergraduates; professionals/practitioners; technical program students. M. Mounts Dartmouth College

Preface	p. xi
1 A Brief History of the Web	p. 1
1.1 A new breed of applications: the rise of the Web	p. 2
1.1.1 The arrival of the browser	p. 2
1.1.2 The flattening of the world	p. 7
1.1.3 From linking to searching	p. 10
1.1.4 Commercialization of the Web	p. 22
1.1.5 Peer-to-peer networks and free file sharing	p. 34
1.2 Technological developments in a nutshell	p. 38
1.2.1 IP networking	p. 40
1.2.2 HTML and XML	p. 42
1.2.3 Web services and RSS	p. 46
1.3 User participation and contribution: socialization of the Web	p. 49
1.3.1 Blogs and wikis	p. 49
1.3.2 Social networks	p. 58
1.4 Merging the streams: the arrival of "Web 2.0"	p. 64
2 A Review of the Technological Stream	p. 69
2.1 Developments in Web technology	p. 69
2.1.1 HTML	p. 71
2.1.2 XML	p. 76
2.1.3 CSS	p. 80
2.1.4 Scripting technologies	p. 87
2.2 Web applications of XML	p. 102
2.2.1 Web services	p. 102
2.2.2 Web feed formats	p. 115
2.3 P2P	p. 124
2.3.1 P2P file-sharing networks	p. 124
2.3.2 Other P2P applications	p. 128
2.4 Summary	p. 132
3 Enabling Techniques and Technologies	p. 135
3.1 Rich Internet Applications	p. 136
3.1.1 Sample RIAs: e-mail applications	p. 137
3.1.2 XMLHttpRequest, the link needed for Ajax	p. 146
3.1.3 More RIAs: Office and map applications	p. 155
3.2 APIs, WPCs, and their mash-ups	p. 161
3.2.1 The situation in Web 1.0	p. 162
3.2.2 Content syndication with Web feeds	p. 167
3.2.3 Mash-ups based on WPCs	p. 172
3.3 Tagging	p. 183
3.3.1 Flickr and tagging	p. 185
3.3.2 Social bookmarking	p. 195
3.3.3 Folksonomies	p. 201
3.4 Summary	p. 203
4 Sample Frameworks for Web Application Development	p. 205
4.1 Development methodologies	p. 206
4.2 Client-side Ajax frameworks	p. 211
4.2.1 Kabuki Ajax toolkit	p. 212
4.2.2 Development of a Zimlet using AjaxTK	p. 216
4.3 Server-side frameworks	p. 222
4.3.1 Ruby on Rails	p. 222
4.3.2 Creating a Web application with Rails	p. 224
4.4 Frameworks for other RIA technologies	p. 232
4.4.1 RIA development with OpenLaszlo	p. 232
4.4.2 Flash versus Ajax	p. 236
4.5 Summary	p. 238
5 Impacts of the Next Generation of the Web	p. 241
5.1 Business models for Internet and Web	p. 242
5.1.1 Commission-based brokerage and merchants	p. 243
5.1.2 Advertising	p. 245
5.1.3 Information intermediaries	p. 248
5.1.4 The community and the subscription models	p. 249
5.1.5 Summary	p. 250
5.2 Data ownership	p. 251
5.3 Software as a Service (SaaS)	p. 254
5.3.1 A look back: the ASP model	p. 256
5.3.2 The provider-oriented view	p. 257
5.3.3 The consumer-oriented view and service customization	p. 263
5.4 Socialization and cocreation of content	p. 266
5.4.1 Social search	p. 266
5.4.2 Social aspects of software	p. 271
5.4.3 Impacts of online social networks	p. 273
5.4.4 User-generated content in advertising	p. 275
5.4.5 Second Life	p. 276
5.5 Summary	p. 279
6 The Semantic Web and Web 2.0	p. 281
6.1 Basics	p. 283
6.1.1 Search revisited	p. 283
6.1.2 Data and information integration	p. 287
6.1.3 The Semantic Web idea	p. 289
6.1.4 The structure of the Semantic Web	p. 292
6.2 Languages of the Semantic Web	p. 295
6.2.1 The Resource Description Framework (RDF)	p. 295
6.2.2 RDF Schema (RDFS)	p. 298
6.2.3 Web Ontology Language (OWL)	p. 303
6.3 Ontologies	p. 308
6.3.1 Introduction	p. 309
6.3.2 Design of an ontology	p. 310
6.3.3 OntoMedia: an ontology-based personal entertainment system	p. 320
6.4 From tagging to ontologies and back	p. 323
6.4.1 Micro-formats	p. 325
6.4.2 Collaborative tagging and folksonomies	p. 328
6.5 Summary	p. 334
References	p. 337
Index	p. 345

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