Web 2.0
• Simplicity over Completeness: Application features do not need to be absolutely complete,
having every variation and every option possible. Instead, the most used options are all
that is required, making the application much simpler to use and quicker to market.
• Long Tail over Mass Audience: Business models are focusing on selling smaller volumes
of a large variety of hard-to-find or unique items rather than selling large volumes of a
small number of popular items. The same can be said about knowledge (see the Wikipedia
entry for more information on the Long Tail http://en.wikipedia.org/wiki/
The_Long_Tail).
• Share over Protect:Web sites are no longer gated enclosures; instead, information and
services are shared using techniques such as web services and feeds.
• Advertise over Subscribe: The preferred revenue model for Web 2.0 sites is advertisement
rather than subscription (although of all the values, this is the one that is most controversial
because as applications move from products to Web 2.0 services, a subscription
model will be required).
• Syndication over Stickiness: An early goal of web applications was to keep users on the
site for as long as possible. By providing services, the information that could only reach
users on the site can now have a much farther reach by syndication (with links leading
them back to the application).
• Early Availability over Correctness: Rather than working behind closed doors to perfect
a web application feature, it’s more important to get the features out to users so they
can assist as codevelopers in the perfecting the features.
• Select by Crowd over Editor: The opinions and aggregated wisdom of many people is far
more valuable than the opinion of a single person.
• Honest Voice over Corporate Speak: The opinions of experts participating in or using a
service or product are more valuable than marketing information that has no personal
insight.
• Participation over Publishing: Whenever possible, it’s better to allow the users to participate
and share their experience, rather than publishing edited information.
• Community over Product: Creating a community and then taking advantage of the collective
knowledge of the community is more important than providing a product with
individual user access.
The interesting thing is that in this second phase of the Web, the focus is once again on
collaboration and sharing information and opinions. This was an original goal of the Internet
(http://en.wikipedia.org/wiki/History_of_the_Internet) when universities were exploring
ways to collaborate.
