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Enterprise Web 2.0 Fundamentals

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Enterprise Web 2.0 Fundamentals


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  • Copyright 2009
  • Edition: 1st
  • Book
  • ISBN-10: 1-58705-763-8
  • ISBN-13: 978-1-58705-763-2

An introduction to next-generation web technologies

This is a comprehensive, candid introduction to Web 2.0 for every executive, strategist, technical professional, and marketer who needs to understand its implications. The authors illuminate the technologies that make Web 2.0 concepts accessible and systematically identify the business and technical best practices needed to make the most of it. You’ll gain a clear understanding of what’s really new about Web 2.0 and what isn’t. Most important, you’ll learn how Web 2.0 can help you enhance collaboration, decision-making, productivity, innovation, and your key enterprise initiatives.

The authors cut through the hype that surrounds Web 2.0 and help you identify the specific innovations most likely to deliver value in your organization. Along the way, they help you assess, plan for, and profit from user-generated content, Rich Internet Applications (RIA), social networking, semantic web, content
aggregation, cloud computing, the Mobile Web, and much more.

This is the only book on Web 2.0 that:

  • Covers Web 2.0 from the perspective of every participant and stakeholder, from consumers to product managers to technical professionals
  • Provides a view of both the underlying technologies and the potential applications to bring you up to speed and spark creative ideas about how to apply Web 2.0
  • Introduces Web 2.0 business applications that work, as demonstrated by actual Cisco® case studies
  • Offers detailed, expert insights into the technical infrastructure and development practices raised by Web 2.0
  • Previews tomorrow’s emerging innovations—including “Web 3.0,” the Semantic Web
  • Provides up-to-date references, links, and pointers for exploring Web 2.0 first-hand

Krishna Sankar, Distinguished Engineer in the Software Group at Cisco, currently focuses on highly scalable Web architectures and frameworks, social and knowledge graphs, collaborative social networks, and intelligent inferences.

Susan A. Bouchard is a senior manager with US-Canada Sales Planning and Operations at Cisco. She focuses on Web 2.0 technology as part of the US-Canada collaboration initiative.

  • Understand Web 2.0’s foundational concepts and component technologies
  • Discover today’s best business and technical practices for profiting from Web 2.0 and Rich Internet Applications (RIA)
  • Leverage cloud computing, social networking, and user-generated content
  • Understand the infrastructure scalability and development practices that must be address-ed for Web 2.0 to work
  • Gain insight into how Web 2.0 technologies are deployed
    inside Cisco and their business value to employees, partners, and customers

This book is part of the Cisco Press® Fundamentals Series. Books in this series introduce networking professionals to new networking technologies, covering network topologies, example deployment concepts, protocols, and management techniques.

Category: General Networking

Covers: Web 2.0

Sample Content

Online Sample Chapter

Web 2.0 @ Cisco: The Evolution

Sample Pages

Download the sample pages (includes Chapter 10 and Index)

Table of Contents

    Introduction xviii

Chapter 1    An Introduction to Web 2.0 3

    What Exactly Is This Web 2.0 and Why Should We Care About It? 3

        Social Aspects of Web 2.0 5

        Business Aspects of Web 2.0 6

    Web 2.0 Versions and Generations 11

        Web 2.0 CE Versus EE 14

        Challenges to Web 2.0 EE Adoption 16

    Characteristics and Memes of Web 2.0 16

        User-Generated Content 18

        Rich Internet Applications (RIA) 18

        Social Networks 19

        Cloud Computing 19

        Web-Centric Development and Architectural Models 19

        Data 21

        Mashups 22

        Scale Free and Long Tail 23

        Mobility 24

    Web 2.0 at Cisco 24

        Web 2.0—Centric Products from Cisco 25

        How Cisco Is Leveraging Web 2.0 Internally 27

Chapter 2    User-Generated Content: Wikis, Blogs, Communities, Collaboration, and Collaborative Technologies 33

    Evolution of User-Generated Content (UGC) 35

        Personal Webpages 35

        Blogs 37

        Wikis 46

        Bookmarking and Folksonomies 54

        Photos and Videos 60

    Communities 63

    Collaboration 65

        Collaborative Technologies 65

        Cisco TelePresence 65

        WebEx 67

        Unified Communications 69

Chapter 3    Rich Internet Applications: Practices, Technologies, and Frameworks 77

    What Exactly Is an RIA and Why Do We Care About It? 77

    A Techno-Business Tour Through the RIA Land 79

    Web 2.0 RIA Technologies, Standards, and Frameworks 84

        Ajax 85

        HTTP Architectural Constraints 87

        OpenAjax 88

        Ruby on Rails Framework and Infrastructure 89

Chapter 4    Social Networking 91

    State of the Union and Business Value of Social Networks 92

        Characteristics of a Social App 94

    Social Network Ecosystems and Players 96

        Facebook: A Complete Ecosystem 96

        Facebook Platform 96

        Facebook Applications 98

        Facebook Platform and Architecture 99

        Weaving a Facebook Application 103

        LinkedIn: The Corporate Hangout for Jobs and Connections 104

        MySpace: The Teen Social Network Site 105

        Friendster: Where It All Began 106

        Ning: A Generic Social Site Hosting Platform 106

        Jive: An Enterprise Platform 107

        Socialtext: A Hosted Enterprise Collaboration Tool 107

        Awareness: An Enterprise Social Media and Web 2.0 Communities Platform


        Google: Social Network Interoperability Interfaces 108

        Microsoft: Enterprise Content Management with Social Network Features 108

        IBM: Making Collaboration a Corporate Priority 109

        Twitter: In a New Category by Itself–Microblogging 111

    Social Networking Standards and Interfaces 113

        OpenSocial 114

        OpenID 115

        OAuth 117

        Other Social Networking Standards 117

    Challenges in the Social Networking Industry 118

        Relevance and Nature 118

        Openness and Data Portability 118

        Security and Privacy 119

        Data Ownership 120

        Worldwide Acceptance and Localization 121

Chapter 5    Content Aggregation, Syndication, and Federation via RSS and Atom 125

    Business View of Information Distribution 127

    RSS 129

        RSS 2.0 Information Architecture 131

        RSS 2.0 Modules 133

        How RSS Works 134

        RSS at CISCO 135

        Cisco RSS Publishing 136

        Cisco RSS Consumption 137

        Enterprise RSS Best Practices 137

    Atom 139

        Atom Information Architecture 140

Chapter 6    Web 2.0 Architecture Case Studies 143

Web 2.0 Infrastructure Architecture: Scale, Concurrency, and Distributability 144

        Web 2.0 Infrastructure Architecture Case Studies 145

        eBay 146

        YouTube 147

        Amazon 148

        Google 149

        Twitter 151

        Flickr 152

        Technologies for Scalable Architectures 152

        Case for MapReduce and Its Cousin Hadoop 154

        Scalable Interfaces 155

        Web 2.0 Development and Deployment 156

Chapter 7    Tending to Web 3.0: The Semantic Web 161

    A Business Definition of the Semantic Web 161

    A Business View of the Semantic Web 163

        Semantic Web Origins–From Aristotle to W3C 167

        Inner Workings of Semantic Web Technologies 168

        Resource Description Framework 169

        Web Ontology Language 172

        SPARQL 175

    Enterprise Applications of the Semantic Web 176

        Social Media, Education, and the Semantic Web 176

        Semantic Web SaaS Platform 177

        Semantic Web Support in Databases 178

        Other Enterprise Applications 178

Chapter 8    Cloud Computing 181

    Cloud Computing and Its Relevance 181

        Cloud Computing Eco System 184

    Cloud Computing Business Value 188

    Cloud Computing Offerings from Major Vendors 190

        Amazon 192

        Google 195

        Microsoft 195

        Live Mesh 195

        Azure 195

        IBM 197

        Sun 197

        Other Companies 198

    Enterprise Adoption of Cloud Computing 198

Chapter    9 Web 2.0 and Mobility 203

    Evolution of Mobile Web Technology 204

        Generations of Mobile Phone Technology 204

        Mobile Devices 206

        Voice Recognition and Position Location Technology 211

        Developing Applications for Mobile Devices 211

    Mobile Web Applications and Websites 213

        Mobile Webapps 213

        Web Portals and Wireless Application Service Providers 216

        Mobile Social Networking 219

    Mobile Web at Cisco 222

        Cisco.com Mobile 222

        Cisco Text Messaging Services 223

        Cisco Mobile Intranet Services 224

        Cisco Mobile Sales Information Services 226

        Cisco’s Mobile Web Strategy 227

Chapter 10    Web 2.0 @ Cisco: The Evolution 231

    Intranet Strategy Group 235

    Blogs 236

    Discussion Forums 241

Wikis 245

    Connecting People, Information, and Communities 250

    Video 255

    Communications Center of Excellence (CCoE) 256

    Communication and Collaboration Board 261

    Cisco 3.0 262

Chapter 11    Cisco’s Approach to Sales 2.0 267

    Web 2.0 Changes Sales Processes 267

        Sales 2.0 268

    Cisco Sales Explores Web 2.0 269

        Connected Communities 270

        Finding Expertise 270

        Mobile Sales 2.0 271

        Web 2.0 Explorers 272

        Mashups 273

        Salespedia 274

        WebEx Connect Initiative for Sales 275

        Sales Innovation via iFeedback 276

    U.S.-Canada Sales Theater Initiatives 278

        Sales Planning & Operations 279

        Scale the Power 281

        Administrator Training 282

        Collaboration Portal 282

        Collaboration Guide 282

        Collaboration Hot Topics 286

        Collaboration Library 288

        Collaboration Cockpit 289

        Web 2.0 Committee 290

        Worldwide Sales Collaboration Board 290

        Advanced Technology 291

        Specialist, Optimization, Access, and Results 292

        Five to Thrive 295

    Worldwide Channels 297

        Cisco to Partner 299

        Partner to Partner 300

    Marketing 303

        Collaboration Consortium 303

Appendix    References 307

Index 348

TOC, 97815870547632, 3/27/09


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