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A Vertical Market Solution For Retail Reader by:

Reychele Buenavidez

A
Vertical M a rket
Sol ution
For
Reta il Reader
by:
Reychele
D.Buenavidez

THIS WORK IS LICENSED UNDER CREATIVE COMM ONS


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A Vertical Market Solution For Retail Reader by:
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Table of Content

Dedication 4
Preface 5-6

Book Reviews (Clue train Manifesto).......................................................7


Chapter 1: Internet Apocalypse ............................................................................8-10
Chapter 2: The Longing .....................................................................................11-12
Chapter 3: Talk is cheap.....................................................................................13-15
Chapter 4: Markets are Conversation....................................................................16-21
Chapter 5: The hyperlinked Organization...............................................................22-25
Chapter 6: EZ Answers......................................................................................26-27
Chapter 7: Post Apocalypse................................................................................28-29

Book Reviews (Web 2.0)......................................................................................30


Chapter 1: Max Mancini: eBay ................................................................................31-33
Chapter 2: Alan Meckler: Internet.com ....................................................................34-35
Chapter 3: Eric Engelmann: Blog lines.....................................................................36-38

Chapter 4: Gina Balanchine: Ming...........................................................................39-40

Chapter 5: Dorian Carroll: Technocratic....................................................................41-42

Chapter 6: Raju Vegesna : Zoho..............................................................................43-44

Chapter 7: Richard MacManusL: Read/Write Web & Web 2.0 Workgroup........................45-46

Chapter 8: Tj Kang: ThinkFree................................................................................47-48

Chapter 9: Patrick Crane: LinkedIn..........................................................................49-50

Chapter 10: Shaun Walker: DotNetNuke....................................................................51-53

Chapter 11: Biz Stone: Twitter................................................................................54-55

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A Vertical Market Solution For Retail Reader by:
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Chapter 12: Seth Sternberg: Meebo.........................................................................56-57

Chapter 13: Joshua Schachter: del.icio.us................................................................59-60

Chapter 14: Ranjith Kumaran: YouSendIt..................................................................61-62

Chapter 15: Garrett Camp: StumbleUpon..................................................................63-64

Chapter 16: Rodrigo Madanes: Skype......................................................................65-67

Chapter 17: Rod Smith: IBM Corporation..................................................................68-69

Chapter 18: Tim Harris: Microsoft Corporation ..........................................................70-71

Chapter 19: Bob Berwin & Tim Bray: Sun Microsystem...............................................72-74

Chapter 20: Michele Turner: Adobe System Incorporated............................................75-76

95 Theses .......................................................................................................77-123

VERTSOL .......................................................................................................124-150

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Dedication
For my Family…
Who’s always been very supportive and understanding throughout my busy term which is this
term, and even all throughout my studies here in College of Saint Benilde.

For Kristine Joy Bequillo…


Who has helped me grew spiritually, mentally nad emotionally, and the reason why I was able to
express myself to the fullest extent I knew .

For My Lola…
Who had just passed away last November 21, 2008; the reason why I finished this book is because
of her, and also the reason why I do have the strength, courage and enthusiasm to finish this
book.

For Mr. Paul Pajo…


Who taught me the essence of patience, effort and enthusiasm in doing all of this things with his
subject. And for helping instilling in my mind that really “Markets are Conversation.”

For My Lord…
For the great blessings he has bestowed me and my family, for the gift of life, for the love of my
parents, brothers and sisters, for the opportunity to know my classmates more during this course
and for the gift of nature.
For the gift of enlightenment, for clearing my thoughts, for giving me wisdom, and also for the
support, guidance and mercy.
For the gift of fortitude that I remain faithful and steadfast in my love for the lord in spite of my
weaknesses and failures…..

Preface

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Mindless of what they say efforts make a winner. And I’ve proven much. Finishing this course or
this subject VERTSOl or Vertical Market Solution as BS-IS student of my batch was not that easy, putting
into consideration that poverty indeed is never a sin but always take a crucial and vital part in my life.
This, together with the complexities of life and adolescence made my endeavor even more complicated.
And so whether you agree with me or not, we cannot deny the fact that money makes the world go round.
It is not enough that we exert effort and a lot time and improve our intellectual abilities; maximum
efficiency still requires the special participation of earthly toy’s specifically money.
In line with this , it has been written to provide readers specifically IT related students of DLS-
CSB with the basic ideas of VERTSOL or Vertical Market Solutions. This book inspires students to further
read the full text of book reviews and 95 theses presented in this book. Moreover this is not only for you to
read and comprehend but also analyze, criticize, interpret and further apply these great ideas and
reflections and reviews, the community and society as a whole.
This book is divided into two (2) general areas which includes book reviews about Cluetrain
Manifesto, Web 2.0 and other book reviews from other books which is also in line with the course Vertical
Market Solution. These two books are read and created its own book reviews per chapter in order to
provide readers specifically it’s authors insights, feedbacks, ideas, reactions about the certain topic that
they are explaining about the book. Both of this book do have connections/ relations about the vertical
market solution course. That’s why it truly help us readers and students to understand market, retailing,
retailing technology and the like and be able to experience it into the real world. Cluetrain Manifesto has
7 chapters that are why if you’re going to observe it also has 7 book reviews. While Web 2.0 has 20
chapters that are why it does also have 20 book reviews. All this book reviews came from the own effort
and knowledge of yours truly.
The other areas or the 2 nd area of this book was all the reflections about the 95 theses
also from Cluetrain Manifesto. All this 95 theses do have its own reflections/ reactions containing 250
words per thesis. These 95 theses reflections/reactions were all based from the thoughts that each
sentence provides. Meaning all the ideas, reflections, information and insights came from the own
thoughts and
point of views of yours truly. This 95 theses will help you readers understand the true essence, functions
and meanings of market, retail and a lot that is related to vertical market solution.
These two common areas will definitely reinforce the knowledge you already have so that in your
writing, reading and speaking you become more confident in conveying your ideas to your readers or to

your listeners. This will help you understand and effectively share your knowledge opinions, data, and
information’s and so on. Knowing you have the knowledge about all these things will make you feel

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confident in whatever you do, just so do I. As we always say knowledge with confidence is the key to
success.
Let me end this with a good piece of advice; the roots of education are bitter but its fruits are
sweet. Just instill in yourself the greatness of enthusiasm, for it is in enthusiasm for it is in enthusiasm that
a new tomorrow is born: Mindless of what they say effort makes a winner.

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A Vertical Market Solution For Retail Reader by:
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ClueTrain
Manifesto
Book Reviews
(Chapters 1-7)

Chapter 1: Internet Apocalypso

Name of the Book: Cluetrain Manifesto

Library Reference: N/A

Amazon Link:

http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup

Quote:

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A Vertical Market Solution For Retail Reader by:
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“Let us speak, though we show all our faults ad weaknesses- for it is a sign of strength to be weak, to
know it, and out with it....”

--Herman Melville

Learning Expectations:

1. Understand what's really about the introduction as well as in chapters 1-3 of the book.
2. Learn and understand what Cluetrain Manifesto do means, and how this title of the book
related to even three chapters of the book that i will be reading later on.
3. Collect and be expose to new mishmash of words that I know at first cumbrous to
understand but later on I'm expecting that as I go through the chapters i will not be
inculpable in understanding those words.

Review:

We individual always don't know how life is short, for the reason that people were always
too busy doing things for their work, for their friends, and for their family as well. Which leads sometimes
through confusions, and don't know what's really important at all in their lives. Maybe because they were
just too busy and focused on how to achieve success with their lives, that's why for them time is short and
life is short so there's no room for wasting time. But what is success really? Too often the standards for
success are measured by the level of education we attained, the amount of money we have / you have in
a bank, the size of your house or how much material possessions we own. And since that's a
measurement for success for today, that's how busy people of today on how to achieve those things with
their respective lives. So the question is who doesn't want to be successful just in time? So what? Is this
all there is to like? And that's what the fact; we do admit that we learned to live with it. We learn that life is
like this, life is like that, but it's true according to the book that “this seemingly simple understanding in the
seed of profound wisdom” and it’s true.

With these facts, we clearly see that our environment meaning the situations that we are
into and the people that we deal with it and the environment that we deal with have already changed and
the complexities of the peoples and business lifestyles have started to manifest. Given these factors and
ideas that drive us within the box of social limitations what it is that we should maintain in order to lead
and effective life. It is also consider as a longing for us humans, a longing for acceptance, connection for
living and a longing for a release from anonymity. Because we human want to be part of the world and be
accepted by companies and by market forces. And so if there's a real way and there's a lot of ways to
solve problems like this there are also ways on how to get over for that so called “we die”.

And now we all know that just like seeds trying to spring up from the grounds, Net grew
like that in an obscure and impenetrable manner. And since its part of the technology it is obviously
populated by those who are geeks, wizard, and misfits. And since Internet was not that known and was
starting already, nobody gave attention about it but then it continue to grew and now becoming large. And
so we can observe that Net do work differently than business itself. Based on the book Net was built by
those people who have lots of questions, curiosity, and attempting and wanting to try something, that's
why, World Wide Web came out. Came out and created references for those people, and for wanting to
have connections and for those who actually understands on it.

And so because of internet we cannot deny the fact that millions have been attracted and
today there are lots that continuously having interest on it. Where in back then it was only primitive, old,
daunting, and uninviting for most people because they don't how to use and deal with it. And maybe their
minds were not that open for that kind of technology. Internet now became a key or serves as an eye
opener for all, especially for most people to have connections and communications without thinking of any

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A Vertical Market Solution For Retail Reader by:
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constraint and perhaps without advertising. Because in most cases it really empowers and impassions the
said connections and communication for most people also.

That's why it really affects every area of our lives, wherever new knowledge ad new way
is coming to light and that said new knowledge was increasingly preceding that drives us and our voices
to do and how we do our own craft. And this is what we most want to talk about the voices that come
within us. And its true enough that conversation really needs by any companies and by market as well.
Why? because in markets language grew and its true enough that markets are conversation, because if
we are going to observe, in the market a lot of different noise can be heard. Because a lot of different
conversations from different people are there in the first place.

Markets are conversation maybe because it’s part of a day to day conversation of the
companies who has or who owns their products to the specific markets, and so it’s a part, or it’s a part of
their job or their business to consider what market to take or what market to go into. Meaning market was
always part of a day to day lives of business man, business meetings, was part of the top management,
or even employees conversation on for example, what are the market demands of for today, what is the
market status etc. Markets are conversations; maybe it’s because of its sometimes defined as the set of
buyers sharing particular needs and wants. “Sharing” can sometimes done through conversation/ talking
together.

Economies of scale: Mo Bigga Mo Betta; pointing out and reviewing how scientific
management affects Ford company by Taylor's theory and so if were going to analyze and go back on
how Ford was affected and how scientific management of Taylor worked, maybe we can say that “
Scientific Management is not any efficiency device, not a device of any kind for securing efficiency.....in
it's essence involves a complete mental revolution on part of the working men as to their duties towards
their work, towards their fellow men, and they take more rapid pace. Taylor responses through the
application of systematic scientific time study regarding the problem. The systematic time simply means
breaking each job down into simple basic elements and with the anticipated corporation of workers, timing
and recording them. And so in this management introduced by Taylor it stimulated management’s ability
to take great control of all aspects of production including tooling, machines, material methods and job
design. Thereby stimulating the continued replacement of skill with the standardization approach favored
by American productions techniques” Same as to those business also who applied bureaucratic
management to their businesses also degrading / de-skilling their workers because of the reason that
they are isolated to / from one another.

Learnings/Insights:

Perhaps no other field will be affected as greatly by technology and Internet as


communications. “Bill gates wrote in 1996, “The revolution in communication is just beginning.” universal
email ad computer on every desk, and in every home, will not be dream but reality. In 2000, writer John
Gage, n an article for the library congress on the future of the Internet, predicted that economic cost will
be minimal. “Tomorrow, with complete computer systems on a single chip debates about cost will over.
The devices will cost nothing. With the advent of high-bandwidth wireless connectivity, linking them
together will cost pennies.” He points out that the debates will no longer focus on how and when
technology will create “world wide conversation” but how these changes will affect the life we live. He
wonders “what forms of language will evolve” and even more dramatically “what being human means” in
this new interconnected universe “

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A Vertical Market Solution For Retail Reader by:
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Chapter 2: The Longing

Name of the Book: Cluetrain Manifesto

Library Reference: N/A

Amazon Link:

http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup

Quote:
“As flies to wanton boys, are we to the gods. They kill us for their sport”

--King Lear

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A Vertical Market Solution For Retail Reader by:
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Learning Expectations:

1. Understand what “ Longing” means to this chapter


2. Relate chapter 2 to the chapter 1
3. Learn something new and exciting to this chapter
4. Collect and be expose to new mishmash of words that I know at first cumbrous to
understand but later on I'm expecting that as I go through the chapters i will not be
inculpable in understanding those words.

Review:

In today’s environment we know from this generation how to use newly invented things
like cell phones for message and even for calls and a lot more cause most of it has a lot of features
already that's why it's still selling and continuously spreading to the market. PSP for a lot of new and 3D
games. DVD / VCD player for playing music and movies. And a lot more. And since all of the items
mentioned are in line with the new technology for today, and we do now that how each of them
functions......And so in connection to this chapter, in this generation a most of us have internet in our
laptops and even in our computers, using it was really fun and really amazing because of the different
websites that we can see and we can try as well and that's the reason why this generation mostly
students and even professionals speaks out on what they do, what's fun, and even what was the newly
website.

Based on the book “longing” or a “longing” indicates “that something is missing in our
lives. What is missing is the sound of the human voice” and this longing was occurs in the managed age.
Age where business introduce management. Because as we all know that in business there are lots of
functions that are interrelated to one another; Controlling, Leading, and organizing of their resources in
order to systematized performance and maximizes efficiency in order for them to produce a productive
product in the market place. I do agree on this chapter that there are tremendous advantages to believing
one lives in managed world: Because its true enough that there's no room for error and for risk as well if
we know how to managed our own world, if we really know how to deal with it.

If you've noticed that everything in your environment works simply and works smoothly
then that's the reason why things are managed into you world because if not things will caused you to be
embarrassed. Maybe you here this kinds of questions “who cares about what I'm going?” and maybe you
here this “It’s not fair!” Back then life said to be unfair.....but the truth it lots of things in life are not unfair.
There are lots of circumstances, instances like leave you feeling like there's no way out and no one

understands your confusions in life; “and so the managed world will compensate you”. And lastly
in a managed world you know how and what interest you.

But of course this is not all constant, why? This is because risk, injustices and failure are
always there and so we have no assurance that everything will constantly and properly delivered in a
manner that we expect it to be. And if it occurs its better if we don't feel like we are cheated by the world,
instead be think that it wasn't always thus, of course that's part of living, that's a norm of living.

It became quite confusing for me when I've read the lines in this chapter that says “the truth
is that businesses cannot be managed. They can run......” I told my self why? I became curious already.
Maybe because I've learned from my past business subjects that businesses needs to “manage” properly.
And that lesson was already instilling in my mind and in my way of thinking. What I've understand with the
line was that they can exist but beyond those executives that manages the business. I don't know if what
I've understood was correct.

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When it comes to “Professionalism” i do agree to the ideas of these chapter that professionalism
do come because it is mandatory, because it is mandated by of course the management or the managed
environment of businesses. That's why when we say professionals; we do know that it deals for those
personalities who are in the high level of career standards of the society. And being professional was also
connected for their jobs mostly for those who are in the business world and in a managed environment.

We cannot deny the fact and its true enough that when we speak we hear our voice we
hear what we say and more importantly we know that it sounds in human way. In more instances it's our
way on how we communicate and how we express or react in a manner that we want it to be hearing by
others. It reflects our strongest personality; because into our voice it shaped our own personality it shaped
our soul. But our voices are the same just like the other even if we are in the business or in a managed
environment. And if we noticed managed businesses taken our voices for the reason that it’s not just
powerful when it comes to forces but also it was influencing force.

I think the reason why we immediately accepts t Web in our environment of today it's
because it invites us to a world that can easily access information that we want, a connection and
communication that most Filipino wants because of the culture and even other culture also, in the new
communities where there lots of new things and invites us into a place that you can showcase, voice out
or broadcast your own ideas in something that maybe others can understands.

Learning’s/ Insights:

“Web provides a place like we've never seen before”

“Web is a public place that is crucial”

Chapter 3: Talk is cheap

Name of the Book: Cluetrain Manifesto

Library Reference: N/A

Amazon Link:

http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup

Quote:

“The voice emerges literally from the body as a representation of out inner world. It carries our experience
from the past, our hopes and fears for the future and the emotional resonance of the moment. If it carries
none of these, it must be a masked voice, and having muted the voice, anyone listening knows intuitively
we are not all there.”

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--David Whyte, the Heart Aroused

Learning Expectations:

1. Understand why “ talking is cheap”


2. Understand and learn more about “voices”, what more it can do and at the same time its
other importance.
3. Understand and learn more about “conversation”, what more it can do and at the same
time its other importance.
4. Collect and be expose to new mishmash of words that I know at first cumbrous to
understand but later on I'm expecting that as I go through the chapters i will not be
inculpable in understanding those words.

Review:

We do see a lot of things that are man made in our environment; these can be furniture’s/
appliances, decorative stuff, paintings and a lot more. And these are all made through the toil and labor of
those who owns it. And sometimes if were going to noticed there are times / instances that craftsmen’s
describes their craft, the product that they did, and the information specially the voice coming to them was
a true force coming to their heart. When it comes to the times that they were creating those products,
those craft, it go through also just like other to failure, practice and learning’s that really need to take place
first before achieving those kinds of product. The message of this was before we develop courage in
which not the absence of fear, but rather the ability to do things that you are afraid to do. Because when
courage is there you can face the challenges and difficulties that life has to offer. And so Its better if were
going to bring what craftsman’s what artist attitude into our work because that’s the reason why we are
enable to do something and that’s because it’s who are, and that who we are molded as into what person
we are right now.

Some Artist nowadays have do not have confident to show their ability and skills to create new
things from nothing to something or from next to nothing. That’s why they say that artist have stubborn
faith when it comes to their abilities and skills; having faith and confident gives shape or molding you and
a fire forcing you to do your craft and to establish themselves as an individual and that’s through their
medium and through their work. Business depends on most of creative and knowledgeable workers.
Why? Because they do believe that if heads and hands are working in a creative and knowledgeable way
they can produce craft that is uniquely and totally different from other, because they are those who take
pride in their work.

Web is not different from what was stating above, because in producing Web in every page of
that there’s always a person behind it. Through this we can say that people behind it have this kind of
voice that comes of focus, attention, caring, connection and in honesty in purpose; a voice that truly
reaches directly and personally into our life, into our beings and also touches our soul and our spirit.
That’s why if were going to take a look at what Web truly gives us, it gives us an opportunity or even a
chance to escape in the broadcast world of media.

In our environment we see a lot of people talking, we see a lot of people do have different
conversations from one another that sometimes in an open and even in a close forward conversation.
And sometimes this can be from inside and outside. And sometimes we are participating because we

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have to participate and we have no choice but instead participate to that said conversation. Now, what’s
new is that Internet, Net and Web does change and balance the impact of the said conversational
equation. In this case technology was continuously increasing the chance and obviously showing and
focusing to the importance of conversation in the environment, in the society and even in the world.
Because in conversation we can touch, connect to other people no matter how far the distanced are.

It’s not new for us in how e-mail works in this our generation. How it change our lives, how it
makes our life easier and how it makes letter or message computerized. And it true enough that it is
better than or more immediate medium than paper. Because as we all know and all of us know and
witness how long will it take for you to receive message from your friends, relatives and family in the time
that pen and paper was using. Unlike today, we can see a big difference and big changes when it comes
to mailing.

Why? It’s because of the more advance and more benefits that e-mail can bring us. If were going
to see how it works in today’s generation we can say that a lot of people were enjoying to use it for the
reason that it does not give hustle time for them to send and receive messages coming from their loved
ones. That’s why this chapter says “the ease and directness of e-mail is forgoing new connection---new
conversations----throughout virtually every business.

Newsgroup “also records the conversational thread structure of their message, unlike e-mail, so
you can see who is talking to whom and why.” Just like e-mail and mailing list its also a channel for
conversation which also serves for all people to be get connected.

Chat took also a place in the world of communication. We often see a lot of people who knows
and understands the environment of chat and as well as how it functions. If were going to differentiate it
from any other channels of conversation we can say that its more live genuine, more substantial and
more human than any other channel existing.

The aspects of chat amazes a lot of people maybe for the reason that it compress the distance,
meaning no matter how far you are to whom you are talking, and of course enabling globe spanning
conversation on an obvious manner. It’s totally different from e-mail because it has the environment that
makes user excited and believed because it’s just like you are using phone and having conversation over
the other side of the world, but in a way that you are having conversation in a typing manner and you
received the replies also in words but take note this is a live thing. That’s why it has built a lot of
community in its own environment.

To sum up this chapter, it’s true enough that our conversations do lots of changes in the business
and IT industry. It has already reaching more people more customers more than we all know, because
people do have different ways on how to hear conversations instead of talking directly. That’s why I do
believe in this chapter that says “The volume of conversation about us we don’t participate in directly is
almost always greater than the volume we are personally involved in. We respond not only to the honesty
and integrity of our conversations on the Net but also to those indicators of integrity in other people is
conversation”.

Learning’s/ Insights:

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A Vertical Market Solution For Retail Reader by:
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With the different channel we’ve introduce to us it give us the easiest way to be connected to everyone,
to have and expand conversation to everyone; they made them possible that a “single message can be
distributed to vast audience, and then serve as a seed of conversation”; A kind of conversation that really
creates and gives amazing impact and change not only to business industry but also to the IT industry as
well.

Chapter 4: Markets are Conversation

Name of the book: Cluetrain Manifesto

Amazon Link: N/A

http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup

Quotation:

“Conversation is a profound act of humanity. So once were markets.”

LEARNING EXPECTATIONS:

1. To know why markets are said to be conversations


2. To find use of the things learned from this chapter
3. To be able to apply to real life situations the things learned in this chapter

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Reychele Buenavidez

REVIEW:

The first markets were filled with people, not abstractions or statistical aggregates; they were the
places for exchange, where people came to buy what others had to sell, and to talk. For thousand of
years, we knew exactly what markets were: conversations between people who sought out others who
shared the same interests. Social, based on having interests, open to many resolutions, essentially
unpredictable, and spoken from the center of the self, are the kinds of conversations people were having
since they started to talk.

The arrival of Industrial Age did more than just enable industry to produce products more
efficiently. Management’s approach to production and its workers was quickly echoed in its approach to
the market and its consumers. The economies of scale they were gaining in the factory demanded the
economies of scale in the market. By the time it was over, we had forgotten the one true meaning of
market. In the twentieth century, the rise of mass communication media enhanced industry’s ability to
address even larger markets with no loss of shoe leather, and mass marketing truly came into its own.
With larger markets came larger rewards, and larger rewards had to be protected. More bureaucracy,
more hierarchy, and more command and control meant the customer who looked you in the eye was
promptly escorted out of the building by security.

During the Industrial Age, the movement of materials from production to consumption was a long
and complicated process. The development of new transportation systems eased the burden and the
global systems flourished. Business began to understand itself through a new metaphor: Business is
shipping, where producers package content and move it through a channel, addressed for delivery down
a distribution system. It was effectively applied not just to the movement of physical goods, but also
quickly applied to the packaging and delivering of marketing content. It was efficient to manage, delivery
of different type of content to consumers, where one size could fit to many, and the distribution channel
which was the broadcast media was more than ready to deliver. The symmetry was perfect.

But, there is no demand for messages. That’s the awful truth about marketing. It broadcasts
messages to people who don’t want to listen. It’s worse than noise. It’s an interruption and Anti-
conversation.

So, marketers tried to disguise their messages as entertainment, commercials disguise


themselves as one-act plays, press releases play the part of an important stories, and advertising
masquerades as education.

We launch marketing campaigns based on strategies; we bombard people with messages in


order to penetrate markets. In short, business became a constant war with the market, with the Marketing
Department manning the frontlines. Markets once were places where producers and consumers met face-
to-face and engage in conversations based on shared interests. Now, business as usual is engaged in a
grinding war of attrition with its markets. No wonder market fails.

We know that the real purpose of marketing is to insinuate the message into our consciousness,
to put an axe in our heads without our noticing. They will teach us to sing the jingle and recite the slogan.
If the axe finds its mark, we toe the line, buy the message, buy the product, and don’t talk back. For the
axe of marketing is also meant to silence us, to make conversation in the market as unnecessary as the

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ox cart. This system was quietly maintained, and our silence goes unnoticed beneath the noise of
marketing-as-usual. No exchange between seller and buyer, no banter, no conversations.

The long silence—the industrial interruption of the human conversation—is coming to an end. On
the Internet, markets are getiing more connected and more powerfully vocal everyday. These markets
want to talk just as they did for the thousand of years that passed before the market became a verb with
us as its object.

The internet is a place. What happens on the Net is more than commerce, mare than content,
more than push and pull clicks and traffic and e-anything. The Net is a real place where people can go to
learn, to talk to each other, and to do business together. It is a bazaar where customers look for wares,
vendors spread goods for display, and people gather around topics that interest them. It is a conversation,
at last and again.

These conversations are most often about value: the value of products and of business that sell
them. Not just prices, but the market currencies of reputation, location, position and ecery other quality
that is the subject to rising or falling opinion. In one sense, the only advertising that was ever truly
effective was word of mouth, which is nothing more than a conversation. Now word of mouth has gone
global.

Networked markets are not only smart markets, but they’re also equipped to get much smarter,
much faster than business-as-usual, as stated in the Cluetrain Corollary, wherein the level knowledge on
a network increases as the square of the number of users times the volume of the conversation.

Business-as-usual doesn’t realize this because it continues to conceptualize markets as distant


abstractions and the Net as simply another conduit down which companies can broadcast messages. But
Net isn’t a conduit, a pipeline or another television channel. The Net invites your customers in to talk, to
laugh with each other, and to learn from each other. Connected, they reclaim their voice in he market, but
this time more reach and wider influence than ever.

The power of conversation goes well beyond its ability to affect consumers, business and
products. Market conversations can make and unmake and remake entire industries. We’re seeing it
happen now. In fact, the internet itself is an example of an industry built by pure conversation.

The process of building the Internet was a little like building a bridge: start with a thin wire
spanning a chasm, then spin that single wire into a thick cable capable of supporting heavy girders and
the rest of the structure. Incredibly, no one directed this effort. No one controlled it. The people who
incrementally built the Internet participated solely out of enthusiasm, an enthusiasm driven by a shared
and growing vision what this strange thing they were building might ultimately become. Conversation may
be a distraction in factories that produce replaceable products for replaceable consumers, but it’s
intimately tied to the world of craft, where the work of hands expresses the voice of the maker.
Conversation is how the work of craft groups proceeds. And conversation is the sound of the market
where creators and customers are close to feel each other’s heat.

People are talking in the new market because they want to, because they’re interested, because
it’s fun. Conversations are the “products” the new markets are “marketing” to one another constantly
online.

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By comparison, corporate messaging is pathetic. It’s not funny. It’s not interesting. It doesn’t know
who we are, or care. It only wants us to buy.

So what becomes of marketing? How do companies enter into the global conversation? How do
they find their own voice? Can they? How do they wean themselves from messaging? What happens to
PR, advertising, marketing communications, pricing, positioning and the rest of the marketing arsenal?

Ironically, public relations have a huge PR problem: people use it as a synonym for BS. The call
of the flack has never been an honorable one.

Dishonesty in PR is pro forma. A press release is written as a plainly fake news story, with
headline, dateline, quotes, ad all the dramatic tension of a phone number. The idea, of course, is to make
the story easy for editors to “insert” in their publications.

But an editor would rather insert a crab in is butt than a press release in their publication. No self-
respecting editor would let a source—least of all a biased one— writes a story. And no editor is in the
market for a thinly disguised advertisement, which is the actual content of a press release.

Public relations not only fails to comprehend the nature of stories, but imagines that “positive”
stories can be “created” with press conferences and other staged events.

The best of the people in PR are not PR types at all. They understand that they aren’t censors;
they’re company’s best conversationalists. Their job—their craft—s to discern stories the market actually
wants to hear, to help journalists write stories that tell the truth, to bring people into conversation rather
than protect them from it. Indeed, already some companies are building sites that give journalists
comprehensive, unfiltered information about the industry, including unedited material from their
competitors. In the age of the web where hype blows up in your face and spin gets taken as an insult, the
real work of PR will be more important than ever.

Many Internet companies say advertising is how they are going to make their money. And the
sum of advertising on the Web keeps going up. But, Web advertising is already an inside joke. While it is
true that ad campaign puts your company’s name in tens of millions of banner ads will buy you some
recognition, it still counts for little against the tidal wave of word-of-Web. It’s like people tend to listen to
real people answering their question about a certain product, instead of reading the manufacturer’s page.
The speed of the word of mouth is now limited only by how fast people can type. Word of Web will trump
word of hype, every time.

Ads may still have hypnotic subliminal effects but we now have the world’s largest support group
encouraging us to acknowledge that there is a power greater than ourselves. It’s the conversation that is
the Web.

Marketing communications don’t really talk about communications. They actually spend most of
their days thinking about how to hide what’s really going on in the organization. Even at their most
complete—in the form of brochures and other stiff-necked paper goods- marketing communications
painted a glossy picture believed. So, if you want to take your first baby step towards entering the market
conversation, avoid any brochure ware on your site. But does not mean that you should put up a site that

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consists of nothing but the facts expressed in Times New Roman text. Your site needs to have a voice, to
express a point of view, and to give access to helpful people inside your corporation.

Traditionally, Marketing departments engage in pricing exercises to discover a market’s ceiling.


This makes obvious sense when the supply side controls the means of both production and distribution.

Pricing interchangeable products for a mass market is just a matte of testing how high you can
raise the bait out of the water and still have the fish bait. Set the price, maybe tweak it, and you’re done:
all the fish are going to have to pay the same price. But when it comes to prices, the Web acts like a craft
world in which prices aren’t uniform across all products. Each hotel room, each Beanie Baby, and each
hand-declared by the supplier was paid by the customer now becomes more of a dance, sometimes a
courtship, and always a conversation.

Positioning was not even an issue until 1972, when Al Ries and Jack Trout wrote the book,
Positioning: The Battle for Your Mind. According to them, the goal of positioning is to own one word in
your customer’s mind. The human mind is as closed as a clam and just as roomy. There are five
principles of the mind: 1. Minds are limited. 2. Minds hate confusion. 3. Minds are insecure. 4. Minds don’t
change. 5. Minds lose focus. In short, minds are so pathetic that they desperately need help, even if it
comes in the form of an axe. That’s what positioning is for. Positioning actually is about something much
more important, something that gets trivialized by those who reduce it to generating a catchy tagline.
Positioning is about discovering who you, as a business, are—discovering your identity, not inventing a
new one willy-nilly. Positioning should help a company become what it is, not something it’s not.

Marketing has been training its practitioners for decades in the art of impersonating sincerity and
warmth. But marketing can no longer keep up appearances. People talk. They get on the Web and they
let the whole world know that the happy site with the smiling puppy masks a company with coins where its
heart is supposed to be. They tell the world that the company that promises to make you feel like royalty
doesn’t really reply to e-mail messages and makes you pay the shinning charges when you return heir
cranny merchandise.

The market will find out who and what you are. That’s why you poison your own well when you
lie. You break trust with your own people as well as your customers. You may be able to win back the
trust you’ve blown, but by only speaking in a real voice, and by engaging people rather than delivering
messages to them. The good news is that almost all of us already know how to talk like real people.

It’s easier to locate and disarm the marketing messages buzzing in our heads than to disable the
vocabulary that’s been slipped in. At a word level, we at all times slip into the old marketing-speak.
Nowhere is this truer than in the technology industry. So our advice: speak real words. The new Web
conversations are remarkably sensitive to the empty pomposity that has served marketing so well.

You might as well try to sew closed fishing net. The simple fact is that your employees are
already joining the market conversation. And in most cases it’s because they find conversations about
what they are working on to be really interesting. They like talking with customers. They like to help. And,
they also like complaining if the business is flawed at heart.

If you want to hear the sound of new marketing, listen to the conversations coming from inside,
outside, over, and above even the hardest-shelled companies that still think marketing means lobbing

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messages into crowds. Here is the same sound our ancestors heard in those ancient marketplaces,
where people spoke for themselves about what mattered to them.

Silence will be taken as arrogance, stupidity, meanness or all three. Talk as a person with name,
a point of view, a sense of humor, and passion.

Marketing needs to become a craft. Recall that craftworkers listen to the material they’re forming;
shaping the pot to the feel of the clay, and designing the house to fit with even reveal the landscape. The
stuff of marketing is the market itself. Marketing is can’t become a craft until it can hear the new—the old
—sound of its markets.
By listening, marketing will re-learn how to talk.

WHAT I HAVE LEARNED:

 Markets are actually conversations. It’s not just the process of selling and buying but
rather the interaction that goes between the seller and the buyer.

 Business evolved together with technology, that is, transfer of products, information and
services became faster as new media for transportation arises.

 Internet is a can now be considered as a market.

 The only advertising that was truly effective was word of mouth.

 Conversations can build markets, just as how the Internet was built.

 Marketing is not interesting if it’s very usual. People love to talk and to listen to funny and
interesting conversations. Marketing should be that way instead of the usual ads we see.

 Advertising in the net is somehow irrelevant.

 Positioning seems fun. It is the foundation of an organization and allows the division of
work and responsibilities to different personnel.

 Entering a conversation should follow certain rules. Butting in is entirely not advisable.
Proper voice should be used, as well as the correct and understandable words. Also, everyone is allowed
to speak. Expend rather your efforts into making building a company that stands for something
worthwhile.

 Speak as a person with a name, a point of view, a sense of humor and passion.

 Listen for a change.

 Marketing needs to evolve, like what happened to market.

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 By listening, marketing will re-learn how to talk.

 Shut up for a while.

Chapter 5: The hyperlinked Organization

Name of the Book: Cluetrain Manifesto

Amazon Link: N/A

http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup

Quotation:

“Business is a conversation.”

LEARNING EXPECTATIONS:

1. To know the meaning of hyperlink


2. To relate Web hyperlink to organization
3. To see possibilities of seeing a business as a hyperlinked organization

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REVIEW:

The Web has led every wired person in your organization to expect direct connections not only to
information but also to the truth spoken in human voices. And they expect to be able to find what they
need and do what they need without any further help from people who dress better than they do. This
happened not because of a management theory or a bestselling business book but because the Web
reaches everyone with a computer and a telephone line on her desk.

Within this world, the Web looks like a medium that exists to allow Fort Business to publish online
marketing materials and make credit card sales easier than ever. Officially, this point of view is known as
denial. The Web isn’t primarily a medium for information, marketing, or sales. It’s a world in which people
meet, talk, build, fight, love and play. In fact, the Web world is bigger than the business world and is
swallowing the business world whole. However, the true opposite of a fort isn’t an unwilled city. It’s a
conversation.

Fort Business’ assumptions are being challenged by a meek little thing: a hyperlink.

The Web isn’t predicated on individuals. It’s a web. It’s about connections. And on the World
Wide Web, the connections are hyperlinks. It’s not just documents that get hyperlinked in the new world of
Web. People do. Organizations do. The Web, in the form of a corporate intranet, puts everyone in touch
with every piece of information and with everyone else inside the organization and beyond. Hyperlinks
have no symmetry, no plan. They are messy. More can be added, old ones can disappear, and nothing
else has to change. Compare to your latest reorganization where you sat down with the org chat and your
straightedge and worried holes and imbalances and neatness.

Org charts are pyramids. The ancient pharaohs built their pyramids out of the fear of human
mortality. Today’s business pharaohs build their pyramidal organization out of fear of human fallibility;
they’re afraid of being exposed as frightened little boys, fallible and uncertain. So, here’s some news for
today’s business pharaohs: your pyramid is being replaced by hyperlinks.

To have a conversation, you have to be comfortable being human—acknowledging that you don’t
have all the answers, being eager to learn from someone else and to build new ideas together. You can
only have conversation if you’re not afraid to be wrong. Otherwise, you’re not conversing; you’re just
declaiming, speechifying, or reading what’s on the PowerPoint. To converse, you have to be willing to be
wrong in front of another person. Conversation also occurs only between equals.

Conversations subvert hierarchy. Hyperlinks subvert hierarchy. Being human among others
subverts hierarchy.

The web is undoubtedly a part of your business plans. While you’ve been hiring consultants to
create a slick corporate intranet, establishing policies about who gets to post what, and creating a chain of
command to ensure that only appropriate and approves materials show up on your internal corporate
home page, your engineers, scientists, researchers, even the marketing folks, have been creating little
Web sites for their own use.

No one is controlling what’s posted on them except the people doing the posting. No one is
making sure that the corporate logo is in the right place. No one is making sure that the writing is official,
officious and as dull as the pencil drawer of a recently downsized middle manager.

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The intranet revolution is bottom-up. There’s no going up. If a company doesn’t recognize this,
the top-down intranet it outs in can breed the type of cynism that results in ugly bathroom graffiti and
mysterious golfing cart accidents. These new Web conversations are actually being used to get some
work done.

It turns out that Web is infecting organizations with the characteristics of its own architecture. So,
if you want to know what a hyperlinked organization looks like, look at what the Web itself is like. The
Web has a character sliced into seven themes: 1. Hyperlinked. 2. Decentralized. 3. Hyper time. 4. Open,
direct access. 5. Rich data. 6. Broken. 7. Borderless.

From these characteristics of the technical architecture of the Web come the changes that are
transforming your business.

Your organization is becoming hyperlinked. Hyperlinked organizations are closer to their markets,
act faster, and acquire the valuable survival skill of learning to swerve.

The hyperlinked relationships are, like the Web of hyperlinked documents, a shifting context of
link of varying importance and quality. They are self-asserting, not requiring anyone else’s authority to be
put in place.

Traditionally, business is an indoor sport. A business is, after all, a bringing together of talented
people who agree to work to achieve some common goals. We’ve assumed “togetherness” means we
have to centralize power, control, and resources. But there are lots of ways to be together.

Org charts are written by the victors. But hyperlinks are created by people finding other people
they trust, enjoy, and in some ways, love.

Self-reliance goes far beyond the technical realm. But, there’s a dark side to self-reliance. It can
encourage a type of arrogant cynism that reacts to anything that the business tries to do for you. In this
view of the world, there’s what I can do with my own hands and then there’s a red tape. To the Web cult
of self-reliance, the business is not only an obstacle, it’s them, the other. Self-reliance breeds with
disengagement with the business but more direct engagement with the real work of business.

Business likes to think that it operates on a master schedule that devotes into lots of supporting
scheduled, just as the corporate strategy devolves into objectives and then into tasks and just as the org
charts foliates into branches, twigs, and finally leaves. In a perfectly run business, all the schedules tick in
sync.
The Web decentralizes time by letting hyperlinked groups form that are driven by their do-it-
ourselves zeal to get stuff done now.

But what happens to deadlines if time becomes decentralized? Let’s leave open the possibility
that deadlines are basically slackers. In fact, hyperlinked teams—rules by the laws of connection—are
motivated by a genuine desire to turn out a product or help a customer. They will work as hard as they
can to do right by their customers and coworkers. They know better than anyone, in many instances,
when work can realistically be finished. Managing them simply means asking them.

The decentralization of time creates other ripples. When you allow people to control their own
schedules, they don’t always cut their day into clean work and nonwork time periods. Their personal lives
begin to invade Fort Business.

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The Web changes time from sequential to random. The Web is making us impatient with anything
we can’t skim. The Web time isn’t just seven times faster than normal time. It’s also a thousand times
more random— in a good sense.

There’s a price to assuming that secrecy is normal, that everything is to be kept secret unless
otherwise noted. Not only do you have the expense of keeping the secret, but you lose the value of
information. Information by its nature only has value insofar as it’s known. And, when combined with
smart people with an impulse to solve problems and to exploit opportunities, information increases its
value. Information wants to be free, sure. But it wants to be free because it wants to find other ideas,
copulate, and sawn while broods of new ideas. Controlling information is like trying to control a
conversation: it can be done and still be genuine. People wander around in information and learn where
to find the stuff that count, the stuff that’s wrong in enlightening ways, the stuff that’s purposefully off-
base, the stuff that’s fun, and ludicrous. Documents are one type of information that needs to be free.

People used to keep their drafts secret for fear of looking like idiots, but now they post them and
acknowledge they may be completely wrong. Work has gone from an individual task to a group task. The
old model of keeping drafts secret until the moment of publication has been broken; ideas are now public
from their inception. Ideas are assumed to be given out freely rather than hoarded. People are brought in
not because they are in a chain of command but because they have necessary skills, share interests, and
are fun to work with. Sober-sided reports that were the mark of professionalism are often replaced by
humor-filled interchanges. Fear of letting information out would cripple this project; the report would
emerge would be far more inferior to what arises from a free interchange ideas. Besides, the Web lets
everyone talk to everyone, in every department, across divisions, with a strategic customers and even
competitors. There are no secrets.

You want people to make better decisions. But open access to information also means that
you’ve undercut your normal decision-making process.

There are lots of reasons for governance through voting, including assuring that the people have
a say in setting policies that affect them, but one is particularly relevant to business: wisdom is property of
groups. In most instances, groups are collectively smarter than their individual members and often make
more sensible decisions. The fact that typically the only group in a corporation that gets to vote is the
board of directors is not an accident; decision-making is usually more an exercise of power than an act of

wisdom. Of course, majority vote isn’t the only way to make decisions. There’s consensus,
compromises, negotiations of every stripe. Yet, for all this richness, in business we default to autocratic
rulings.

The business now consists of a shifting set of hyperlinked groups, self organizing, inviting in
participants based on the quality of their voice, regardless of where they are on the org chart. Business is
a conversation. The Web is hitting business with a force of a whirlwind because it is a whirlwind. The
closely held, tightly packed, beautifully tooled prices are being pulled apart. They are rebinding
themselves in patterns determined by the conversations that are occurring in every conceivable tone of
voice. The character of business is becoming the same as the character of the Web—an explosion
reconfigured by the intersection of hearts.

WHAT I HAVE LEARNED:

 Hyperlink is a connection between different networks. Anyone can connect its network to
another network even without asking permission.

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 A business can be a hyperlinked organization.

 The seven characteristics of the Web can be applied as well in an organization.

 Time is very important in business.

 Even if business can be decentralized, discipline must be practice in a way that working
time is separate from personal time.

 It is more efficient to avoid keeping drafts secret. To have a conversation means to


accept that we are prone to errors.

 Voting can be used as a means of decision-making in an organization.

 The Web is not about information. It is about conversation since it is a voice world.

 Stories are a big step sidewise and up from information.

 The Web is an economy of voice, where people gain a lot of things through conversations

Chapter 6: EZ Answers

Name of the Book: Cluetrain Manifesto

Amazon Link: N/A

http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup

Quotation:

“If love is the answer, cold you please rephrase the question?”

LEARNING EXPECTATIONS:

1. To know which question should be asked


2. To know the answers to certain questions about the internet
3. To find clarity regarding the previous topics
4. To gain more knowledge about the Web

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

REVIEW:

At the beginning of the Industrial Revolution, new power sources replaced much human grunt
work. Producers immediately saw that thus was good thing. Moreover, they saw that repeatable
processes and interchangeable parts were an even better thing.

By the time the twentieth century rolled around, industry hit upon an even more potent multiplier:
interchangeable workers. The assembly line turned workers into machines. Through this stroke of genius,
craft skill was effectively hosed, and workers were told to shut up and do what they were told.

Mass production led to mass marketing, which led to mass media. Broadcast applied the
fundamental mass production brainstorm to marketing communications.

Slowly, some companies began to realize that workers knew more than they’d been letting on—
mostly because no one had asked them for about a hundred years. This led to the reemergence of the
craft in the workplace, and a concomitant revaluing of speech—a fancy way of saying “lead, follow, or get
out of the way”. Ideas, talk, and conversation were now encouraged among workers because they helped
to deliver what organizations so desperately needed: a clue.

While speech was actively elicited from workers because it carried suddenly invaluable
knowledge, it was not yet sought in any significant way from customers—a concept still perceived by
many corporations as more dangerous than godless communism and universal healthcare combined.
However, to market fractionation, consumers had already become far less interchangeable.

Then along came the internet and all hell broke loose. By its nature, Internet technology
encourages open distributed speech. The human voice is the primary attractor, both to the medium and
within it. Markets and workers are once again crafting their own conversations, and these conversations
are also about craft—things we do that we actually care about.

Business is being transformed, but not by technology. The Web is simply liberating an atavistic
human desire, the longing for connection through talk.

The Web is inherent and intrinsically free. Businesses will perceive this fact as either a blessing
or a curse depending on how much they value freedom, a quality of mind and heart not typically
underscored in the average corporate mission statement.

Ironically, we ask questions about the future of the Web because we think there’s a present
direction that can be traced into the future. But in fact, the questions we ask aren’t going to predict the
future. They will create the future.

Our job now is not to answer questions. It is to listen past the questions based on fear and to hear
the questions of the heart. Why? Because the proper answer to a heartfelt question is a conversation and
conversations make the world.

The Web got built by people who chose to build it. The lesson is: don’t wait for someone to show
you how. Learn from your spontaneous mistakes, not from safe prescriptions and cautiously analyzed
procedures. Don’t try to keep people from going wrong by repeating the mantra of how to get it right.
Getting it right isn’t enough any more. There’s no invention in it. There’s no voice.

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WHAT I HAVE LEARNED:

 Markets are therefore coming into a new ascendancy. And increasingly, we value only
two qualities: 1. the engagement and passion genuine craft. 2. Conversations among recognizably human
voices.

 Questions were not asked to know the future of Internet. Rather, questions will create the
future of Internet technolog.

 The Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business


Success
1. relax
2. have a sense of humor
3. find your voice and use it
4. tell the truth
5. don’t panic
6. enjoy yourself
7. be brave
8. be curious
9. play more
10. dream always
11. listen up
12. rap on

 The proper answer to a heartfelt question is a conversation.

 Learn from your experience.

Chapter 7: Post Apocalypso

Name of the Book: Cluetrain Manifesto

Amazon Link:

http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup

Quotation:

We will strive to listen in new ways—to the voices of


quite anguish, to voices that speak without words, the voices
of the heart, to the injured voices, and the anxious voices,
and the voices that have despaired of being heard.
Richard M. Nixon, first inaugural address, 1969

Although a system may cease to exist in the legal sense or


As a structure of power, its values (or anti-values), its

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philosophy, its teachings remain in us. They rule our


thinking, our conduct, our attitude to others.
The situation is demonic paradox: we have toppled the system
But we still carry its genes.
Ryszard Kpuscinski, Polish journalist, 1991

LEARNING EXPECTATIONS:

1. To know which question should be asked


2. To know the answers on what is CLUETRAIN MANIFESTO means.
3. To find clarity regarding the previous topics
4. To gain more knowledge about the Web

REVIEW:

Internet is ironic, that’s what the new expression and mode that internet gets in this days. Why?
Maybe it’s because it uses strategies for its audience that is mainly opposite to what internet really means
or as to what internet is really means or as to what internet really does. According to this chapter
“invisibility and ignorance are powerful weapons” I wonder why? I tried to find the connection? But yes
there is really a connection, because ignorance is a power but not a kind of value that we often talk and
glorify. Now if were going to observe, a person or an individual starts to get invisible or starts to feel that
they just like air who can’t see by anyone, is when you start ignoring them, when you start letting them
know and feel that they have no value, that they are not important. And in relation to technology more
likely in relation to internet and business; its true that in the earlier times/days business ignores internet;
that time internet is invisible and not visible to the business world. For the reason that during that time
business don’t even know “yet” how internet works in the business world.

Now we can all see and notify that net was really extending and developing. It encourages
interactive and new communication and conversation between strangers on truly grand scale. It is a new
scale that people never experience in other public and business forums in which the reality of physical
distance limits their reach and binds tem to familiar communities.

I like to point this out “There never was any grand plan on the internet, and there isn’t one today.
The net is just the net. But it has provided on extra ordinarily efficient means of communication to people
so long ignored, so long invisible, that they are only now figuring out what to do with it” Meaning net/
internet seems to encourage some people to indulge their pent up range by or through conversations or
communications. Because through net makes information specially conversation become visible and
open to public and of course to the cloud.

Because online conversation are not the same as face to face conversations or even telephone
conversations, because when people talk online we can observe that there are no body language cues
and vocal intonations to tell the recipient internet your message. If you are experienced with online
dialogs, you may not realize how important and useful all of this “unspoken” communication/ conversation
are.

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I do like the idea of this chapter on how it describes “voices” specially “human voice” and also “life”; these
two have connections to corporations when you’ve read this chapter. I like the idea because, I do agree
that corporations voice is not similar to human voices because human voice has its own impact, ha its
own power and it’s more genuine compared to the voice of the corporation. And it’s true enough that life is
“anti-formulaic” and “anti-institutional” because life it self cannot be institionalized and can never captured
because it’s true really that life is free.

So now in this generation, I can almost see a world “where everyone was constantly learning,
where what we’ve wondered was more interesting that what we knew, where curiosity counted for more
than certain knowledge, where what we can give was more valuable than what we held back, where joy
was not a dirty word, where play was not forbidden, where business was to imagine worlds people might
actually want to live a song play, and where a world was created by people, for the people not perishing
from the earth forever.”

A world that this chapter and the whole book want us to imagine……………

WHAT I HAVE LEARNED:

• Net is just a net.

• Life is free.

• Net is good for organizing markets.

• Invisibility and ignorance are powerful weapons.

Web 2.0
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Book Reviews
(Chapters 1-20)

Chapter 1: Max Mancini: eBay

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“You blur the lines between a desktop experience and a


Web experience, and that’s really where everything is
headed.”

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—Max Mancini

Learning Expectations:

1. To know what does the word “heroes” mean in this book.


2. To define and to know as well what “WEB 2.0” is in the first place and be able to know also
what does it really mean.
3. Why and how this exist in from the past and present years.
4. What are the new about WEB 2.0
5. How does it affect the market, technology specially the different business that are in line with
the technology.

Review:

We say that changes was the only constant thing in this world that’s why it’s not hard to
understand and it’s not hard to believe that that all web continuously changing and so we can say that this
change may either a change for the better or maybe a change for worst. But most of the time we are ware
that changes in our environment especially in technology gives a better result not only to small things but
also to big thing in our society especially in the field of different business in the market. This change also
was mostly referring to the interaction occurring on the web. And one of the examples of this interaction
would be blogs like Wordpress, Blogging 101, Blogger buzz, etc and also the Pbwiki’s which we do used
by a lot of people today. There are lots of them which we may say the sources of changes and evolutions.

EBay was one of the companies that are well known successful in their business or in their field.
They have lots of service offered to people like or including ecommerce, and so they make money
through their unique strategies in which bringing buyers and sellers together, and have a charge fees.

And another thing was their PayPal System which really plays an important roles even in a simple
transactions they have in the in their business.

According to one quote in this chapter that says ““You can’t necessarily rely on individual sites
being where the Internet economy is going.”. Which means that as a business you have to be flexible
enough because internet economy was changing and continuously changing that’s why EBay was
building and encouraging their people to innovate through experimenting because through experimenting,
they know and they believe that through experimenting this will give them reliable information and ideas
on how people particularly customers, participates in an ecommerce business and how this affects their
business internally and externally.

EBay provides entertainment for users and also letting them discover new things through their
business or through their sites, because what they do want to give people is not only entertainment but
more importantly helping a lot of people in the market to discover a lot things through the web and though
their business.

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When it comes to defining Web 2.0, according to this book or this chapter, Web 2.0 as somebody
describes it, is that “it was atomization of the Web” But the I think the original definition was this “Web 2.0,
it’s creating a lot more openness so you can integrate things that you would have had to build from
scratch before” but as to what I’ve understand is that Web 2.0 was a platform or a web service that is
capable of distributing information.

And so in relation with EBay since they are centered in transaction systems it results to “inherent
monetization” monetization based on it’s definition “Monetization is the process of converting or
establishing something into legal tender.”; which developer and using things that are distributed that’s why
monetization models need to evolve significantly to decrease and to avoid the number of business who
will go out of the business.

There are some companies who goes out of the business sees to be part of how do things do
evolve. But even though companies have their own ways or strategies to last longer in the business
industry they have to still create and pursue economic value ij their business.

This chapter asked if EBay sees security continuing to be an issue. In EBay it’s not. Why?
because they built this kind of security model that also build “trust and safety pretty significantly” on their
business. A transaction through PayPal was one of the examples to show security.

And so in business or as a business or as business you need to go with the flow in the industry or
in the market no matter how and what the future and change will offer because what is important is that
you might facing things and still letting people to still catch up on the newest or latest on your business.
No matter how you are independent in a huge market. And last thing would be, is that I do agree with the
this chapter says that “creating compelling experience for the consumers, then that’s really important”
which I do believe that people is the primary assets of a business and so creating profitable relationship to
them was a very important factor while you are or if you want to go in business.

Learning’s:

• Our success makes us heroes in the industry.

• Pursue Economic Value.

• People do have different definition of what is Web 2.0 is all about.

• “Self publishing has enabled many things to happen frankly; it’s supporting a lot of the economy,
from a page view perspective, in that you can distribute widgets in content, things like that.

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Chapter 2: Alan Meckler: Internet.com

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

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“Going back into the 1990s, I believe that there really


were Web 2.0 properties; it’s just that nobody knew to
call them that. In fact, they were mocked.”

—Alan Meckler

Learning Expectations:

1. To know what is Internet.com


2. Learn more about Internet.com
3. To know the connection between Internet.com and Web 2.0
4. How Web 2.0 affect Internet.com
5. To know how Internet.com perform in the business industry as well as in the market.

Review:

EBay and Internet.com have different definition as to what Web 2.0 is all about maybe because
they’re point of vie and experienced with Web 2.0 and using it was totally different from one another. The
effect of Web 2.0 to their business was also different.

If were going to observe and if were going to analyze, that if you plan to engaged or go into
business and you want that your business was in line with technology for example, you will noticed that,
and you’ll know that internet would have a great impact today and tomorrow because this was the never
ending and continuously demand of all. And that was Allan Meckler saw when he was starting this site
which was the Internet.com. When at first he just had thought of it terms of how this could be used in
academics settings.

To this chapter what he says serves an eye opener that internet will be long lasting demand of
people because internet would continuously be evolving and developing through out the years. And to
now, it’s true enough that a lot of different websites and blogs in the cloud was really covering technology

on the internet and so it’s better if the companies and business would work on it and continue pursuing
this things in their business in order for them to continuously expand and increase the experience and
exposure of their business in the technology through web or through internet.

I do agree that technology nowadays was focused and taking advantage to those hardware and
software to turn into a very unique, very high quality of hardware and software as compared to those
hardware and software late years as compared to other products of the business. Because companies or
business today’s do want to have products that are in demand and has high competitive advantage to
other products and services of other businesses.

I do also believe and I would still believe to what this chapter states that community is very
valuable because that’s the reason why business like Internet.com and EBay gives value to community
because this would give and create great impact in getting the interest of different buyers in the market for
them to be able to invest, patronized and get known their product as well.

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Now if were going to go back and recall what was really advertising is all about…maybe we can say that
this was the process or activities in a specific business of companies to published and endorsed their
products to people and to market. But if your going to compare advertising yesterday from today we can
say that it was totally different in away that advertising today was reached high level of development and
also in way that today it was more technical because of the different devices, gadget or for short because
of the technology.

Though their main goal is to deliver and focused on advertising to the vertical interest of people, I
don’t believe that that advertising by itself is enough of a driver because there are strategies that need to
do and consider.

It think and lot of people thinking and believing for sure to the idea or to the predictions that
internet was the only thing in this world that would not be passé because its purpose, it’s used and its
value to a lot of people worldwide should continuously revolutionized. And also because it gives people,
businesses, markets benefits and more benefits that would make their life easier and more convenient.
This was also the reason why Internet.com still believe that if there’s still internet that continuously
expanding then there would still be a great impact and effect that would give to their businesses,
assuming that it’s for good or for the better as well.

Learning’s:

• Web sites must not only give people full entertainment but also it should allow users to explore
and discover new things through the sites.

• Internet will continuously revolutionize for the next years and the years after.

• It’s nice to see things in the future that whatever service dealing with computers or technology will
talk to you and find of information to you.

• Web sites or blogs truly covers technology on the internet.

Chapter 3: Eric Engleman: Bloglines

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

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“Web 2.0 brought the learning curve down to a really low


level so you didn’t need to be a computer engineer to be
able to run your own blog site.”

--Eric Engleman, general manager, Bloglines

Learning Expectations:

1. To learn what is Bloglines is all about.


2. To learn how Bloglines work and exist in the cloud.
3. To learn what are the relationship.
4. Learn what their purposes on why they built their site are.
5. To learn how Web 2.0 affects Blogline.

Review:

In today’s generation or in today’s setting there are lots of popular websites that are in line or
related to blog, in which enables the users to blog on their own, to comment on others blog as well as to
subscribe to other sites as well. Blog sites were a technology that allows all people who have this talent
and creativity to write interesting things about something.

I never knew that Bloglines is a brand of Ask.com, and only I was able to know it when I was
reading this chapter. But what I do only knew is that site like Ask.com was one of the reliable, ergonomic,
and useful sites in the cloud because as to what I’ve observed, if you’re going to search something to this
sites this will give you a lot of related sites and offers you other sites that would also fit and help you give
a lot of flexible and reliable data’s and information that you are looking for.

So Bloglines was created because its founder Mark Fletcher saw, amazed and inspired
to a lot of people who writes interesting things on line, because from that time there was a lot of blog sites
existing online. So via RSS content he built his own application.

As stated in the previous sentences in the previous chapters, EBay and Internet.com has different
definition and point of view about Web 2. And so in the case of Bloglines they based their understanding

about Web 2.0 to the other book which I do read before the “Cluetrain Manifesto” which states that it was
the “earliest conversation leading to Web 2.0” so for Engleman.It’s an application as a platform.

Bloglines are data driven in a way that they give value and importance to data’s and information
that users was building and creating on their own blogs, meaning they value what people wants producing
and creating, what people wants to their blogs; Because anybody or users can customized their own web
experience nowadays. It was also a platform “but not yet”. But it was a Web as a platform according to
this chapter.

According to this chapter one of the great things about Web 2.0 is that it lowers the hurdles of
users, which means that it allows the user to explore and discover new things, new relationship and more
importantly new ideas and information in the cloud. And also helps user to make their life efficient,
effective and convenient in a way that using web 2.0 they can accomplish things, task or work without

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sweat because it’s easy and ergonomic. Also they allow all this things even outside the so called “silicon
valley”

Another great things about Web 2.0 is that the information are public like what other like what
other blog sites like wordpress.com to which on blog rolls you can see work of others because its
accessible and tagged most likely. There was also constant surprise of Bookmarklets in Bloglines.

“it is a matter of really talking to the customer base” Meaning being or practicing as a business to
be customer driven is the only key for any web company to survive in the industry for the next years and
for the coming years after. Because being customer driven, also means that you are close not only to
your market, to people but also to the opportunity to think of the ideas and strategies on how to deal with
the continuously expanding and increasing demand of people in the market in terms of technology.
Meaning you are close to reality that’s why you need to study and understand it very well.

One of the quotes in this chapter says that “the users are now in control, whereas in the past they
were not in control” because they know already how to take control or their user experience which I think
is good enough. And yes I do agree that a lot of things, data’s and information would be generated today
tomorrow and more over the future. And we must or we have to understand all of those in order for us to
not only be updated to new one in the technology but more importantly to catch up as to what future has
to offer.

Learning’s:

• Bloglines allows a lot of things for their users such as allowing them to write or post interesting
things in their blog sites.

• There are lots of great things about Bloglines such as Bookmarkelts, being public of the
information etc.

• Bloglines offers delight and surprises.

• “You didn’t need to be a computer engineer to be able to run your own blog site.”

• “ In tech world, a lot of these things are still really complicated for the average of person”

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• “People need to constantly talk to their customer base, to constantly innovate and come up with
great ideas”

Chapter 4: Gina Bianchini: Ning

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

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Quote:

“I think the freedom that is enabled by the Internet and what


people are doing with it today is just really profound.”

—Gina Bianchini

Learning Expectations:

1. To know more about Ning.


2. To know why it is built.
3. To know the difference of Ning to other sites in the cloud.
4. To know how Ning performs in the cloud especially to market.
5. To know the effects of Ning to it's user around the world.

Review:

What sets Ning apart from other social networking sites is that it is actually a platform fro creating
social networks and not necessarily a social network itself. As a student, I think Ning has a great
resemblance with schools and other scholastic institutions. A school greatly contributes to a person’s
social relationship, the same way it shapes a person.

When I entered high school, the first thing I did was to look for those people who belong to the
same class as I. When I found them, I then started looking for interests we share. That was the first stage
of us creating our group. Some time later, we started having lunch together, finishing our projects so we
could catch up with the deadline, and even sharing the same answers during major examinations.

When we had our vacant time, we go to malls and amusements parks. But most of the time, we
talked. We barely had a moment of silence because most of us enjoyed sharing what we have in mind
about some things. We talked of different topics everyday and we rarely argued. The same way a school
becomes the platform of different social groups, Ning allows people to create social networks, where they
would meet people and share their interests and ideas.

Increasingly, the internet is going to closely reflect how people organize in the real world and, with
it, you are going to see an exaggerated set of human nature online. People spend so much time in their
computers as they customize their MySpace and Friendster accounts. Others enjoy uploading pictures in
their Multiply Accounts.

These things people do simply became a part of their daily lives. It became a part of their busy
schedule that at the end of a very long day, they would somehow manage to check their accounts and
see who has viewed it. As I visit some friends’ websites, I often notice how expressive they were as to
creating their thoughts into layouts. They also posted some blogs and their welcome messages often
speak of their personality and what should the visitor expect in their websites.

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Often, photo albums contain hundreds of photos of that site owner, flavored with different emotions,
poses and settings. Also, such website shows nothing but all the positive and good characteristics of an
individual. The owner usually makes an exaggeration about how adorable he could be. At some point, it
can be very irritating to the visitor of such site, but often, it is very effective. Visitors of that site always end
up believing that person.

Learning’s:

• “What is happening right now really outs that whole set of big, gigantic systems integration out of
work.”
• “The technology is moving so fast that the layers of coordination and centralization just don’t
apply anymore. They are irrelevant, and if spend too much time on those things, you will become
irrelevant, too.”
• “The incredibly large numbers associated with online advertising would be a clear indication that
there is a market here for free-based web-services that are advertising supported.”
• “Increasingly, the internet is going to closely reflect how people organize in the real world and,
with it, you’re going to see an exaggerated set of human nature online.”
• “The whole concept of “behind the firewall” is slowly but surely being challenged.”
• “Web 3.0 or the Semantic Web is an interesting, theoretical discussion amongst a small group of
people who really care about it. It is not a mainstream behavior.”
• “There are only less than 15 percent of the total 1.3 billion person online populations who have
actually been on a social network. In what other market would you say that the game is over
when only 43 or even 100 million out of 1.3 billion people are using something?”
• “You are going to see an increase in the number of social networks for every conceivable niche,
need, interests, location—in every language, for every conceivable purpose, in ways that extend
and expand communication that cannot be imagined today.”
• “The whole point of having a definition something is to have something that people agree on.
Localization is absolutely critical.”
• “Ultimately, what really motivates people to be involved in social networking and social media is
giving people freedom, giving people choice, giving people the ability to meet and connect with
people they would never otherwise meet.”

Chapter 5: Dorion Carroll: Technorati

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

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Reychele Buenavidez

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“For Technorati, a lot of Web 2.0 is about authenticity,


accountability, interaction, and this idea of the peoplepowered
or the social web.”

—Dorion Carroll

Learning Expectations:

1. To know first what is Technorati


2. To understand what this site can offer to people particularly to different users.
3. To know the reason of its existence in the cloud.
4. To know its competitive advantage among other sites in the cloud.
5. To know it's strategies to be able to continue to their businesses.

Review:

People can now communicate with a mass audience, most of whom hey will never encounter and
not know who saw their stuff. With blogs, we could easily give opinions about things that concern us. It
was not a one-way communication, because eventually, we would get feedbacks. It wasn’t about taking to
a stuffed toy where we expect nothing but fixed stare. It was very far from a diary either, where we
express our feelings and thoughts and yet we expect not a single word of comfort in return.

When we post our blogs, we are talking to a great number of people with different minds, and
different understanding to different topics. We are giving them the freedom to express their innate ideas,
where it’s not just them who’ll benefit but also us, as the readers. And when we read blogs, we are
somehow participating in a campaign for self-expression. We connect to people we’ve never met and yet
we believe them. We create motivation that tends to allow people to express themselves in front of the
masses.

It doesn’t matter what you look like. It’s just about what you say about something and about how
your words reach different types of personalities, and how you create an effect. With a given topic and a
millions of bloggers, it’s like we are opening millions of identical boxes, only to find different contents
inside, on which we would always find useful.

Instead of getting your morning paper with just one editorial view, all of a sudden you have
hundreds- if not thousands- of views and reactions from others about these things. As a student, I
definitely found blogging an essential reference of research, especially when opinions of real people of
needed.

Talking to people is a good idea. You need to be transparent, you need to be open. Who wants to
listen to some filthy hypocrite? We are real people and it’s common that we look forward to speaking with
real people. What we say defines our role in the communication process. If what we speak of is different
to what we have in mind, then we definitely got the wrong idea of blog.

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That was the whole point of it. What comes out of our mouth has a great tendency to affect people. So,
we better make sure that it’s ourselves that we express not just some awful propaganda. It’s about
honestly trying to engage an audience and hearing what they have to say, if it’s bad, it’s bad. Of course,
it’s very normal to see some contradicting points of view. People are forced to defend what they think of a
certain thing. On the other hand, people can also be convinced and change side as to what they believe.
Blogs create connections between people and their beliefs.

Learning’s:

• “Web 2.0 lets people recognize each other, build communities, and create connection where they
couldn’t before. It’s public social discourse that lets people connect, that gives opportunity to
have an open sharing of ideas. Anybody can pick up a cellphone and digital camera and shoot
some photos or videos and upload it instantly, and millions of people have the opportunity to see
it.”
• “People can now communicate with a mass audience, most of whom they’ll never encounter, and
not know who saw their stuff. Instead of getting your morning paper with just one editorial view,
all of a sudden you have hundreds- if not thousands- of views about and reaction from others
about these things.”
• “In startups, you absolutely have to cut lots of corners. You don’t need the purity of essence
architecture to solve a particular problem. What can you hack together this weekend? Get it out
there, see if it sticks. If it doesn’t, fail fast: move on to the next idea. If it takes off, then you worry
about the scaling of it. Those people that want to survive have to learn to make things work and
learn the lesson; those that don’t go under.”
• “Actually, talking to people is a good idea. You need to be transparent, you need to be open. It’s
not about controlling the message. It’s nor 20th-century one-to-many mass marketing. It’s about
honestly trying to engage an audience and hear what they have to say and if it’s bad, it’s bad.”
• “It’s not about mass marketing; it’s about actually understanding the masses. A huge swell of
people can react positively to a major corporation acknowledging their mistake, putting a plan out
there and letting folks engage. “
• “Technorati strongly recommends that people don’t just cherry-pick the “best” posts. It’s really
good to have some opposing points of view.”
• “For Technorati, a lot of Web 2.0 is about authenticity, accountability, interaction, and this idea of
people-powered or the social web. “

Chapter 6: Raju Vegesna : Zoho

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

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Reychele Buenavidez

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“Enterprises have some complex work flows, and I don’t


think online applications…are ready to really fit into the
complex workflows in enterprises yet. They’ll get there
someday, though”

—Raju Vegesna

Learning Expectations:

1. To know what's the reason behind the name Zoho.


2. To understand and as well as know it's what kind of business they are.
3. To know what is the relationship of Zoho and Web 2.0
4. To analyze and determine its uses to business field.
5. To know its importance of their sites to different demographic sectors.

Review:

Zoho according to Raju Vegesna was not a company; its a division, it's one of the brands of
AdventNet which has several brands. Zoho is the only one division which focuses on the online software.
It provides number of tools such as Zoho writer, Zoho shows, Zoho sheet, Zoho meeting, Zoho note,
Zoho planner, Zoho project and Zoho mail. And tools also including CRM which is a database application,
wiki tools and chats. So all of this are what Zoho offers to a lot of site users in the cloud.

Noticed that there are lots of information in the internet particularly to the different website we've
seen and we've always visited, and so this information were from what? of course the answer would be, it
came from the crowd, from people, meaning all the reliable and useful information that we use, that we
get from different websites from the net came from the “combination of wisdom of the crowd and the
read/write Web and if this is so, this is what the Web 2.0

They have different views/ opinions as to how they actually define Web 2.0 and so far
this was the best thing or the best definition that I may say very fruitful and very layman's, it was very true.
Because according to them, according to what Vegesna said that goes like this “Users are communicating
with content publisher, and the user is part of the content publishing?”

This simply means that it allows user to have an open, wide and two way interaction to the web. It
was not like other web sites that is boring, not interesting and offers only a so called 'read only Web”
which for me not good and not nice as a user website. Because of course as a user what we want is that
something that can allow us and offer us something that is very interactive, that is very relational because
that's what keeps us awake and that was keep us explore more things about the site.

Since in business working is the number one thing that needs to do so that your business will run
and continuously perform in the market. Zoho fits to the world of working business, it fits on the working

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side. because they are proving users/individual specially business to work online using the different tools
stated above. And this are again tools like Zoho writer, Zoho shows, Zoho sheet, Zoho meeting, Zoho
note, Zoho planner, Zoho project and Zoho mail. And take note this offers a lot of advantage like
collaboration, mobility etc.

In this chapter they've mentioned about wikis, and as to what they've said about it, I agree on it.
Because I think the wikis that was mentioning in the chapter was i think or maybe the same to like pbwiki
that I'm also using now with my VERTSOL subject. So it's true that there are no formats there because
everything is on the web page, it's online, so you can create spreadsheet to wikis for example. And so
meaning this provides and allow real-time collaboration and real time communication through Zoho's word
processor.

Since Zoho are implementing “wisdom from the crowd” they have seen a lot of advantages and a
lot of values of implementing so and this like users drive the application, they are driven by the community
particularly to the users because of the reason that they are forced by users to certain application and that
was the development and the success that they we're saying. And so implementing this kind of principle
was i think a very interesting thing to do because you know what are the things that market and consumer
wants, and also it helps you as a business to develop and improve your CRM, and lastly help you to keep
on being customer/consumer, user driven and also this serves as your competitive advantage to others.

Learning’s:

 “Users are communicating with content publisher, and the user are part of the content publishing”
 “Real-time collaboration and Real-time communication is what is enabling the web-based word
processor.”
 “if you data and all applications you need are online, there is no reason to depend on the
particular system. Mobility will eventually follow.”
 Being community and user driven can be an advantage for a different business in the market.
 Online working can cause great collaboration and mobility.
 Providing users tools that is useful for their business can also be a factor that makes them
interested and interactive as well.
 “Combination of wisdom of the crowd and the read/write Web and if this is so, this is what the
Web 2.0”and so meaning different informations that we use or that we get from the web came
from people came from the crowd.

Chapter 7: Richard MacManusL: Read/Write Web & Web 2.0 Workgroup

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

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Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“Whereas the last era of the Web was people publishing


things and you went onto the Web to read it, with the
current era anyone can contribute, can write content, or
can launch applications on the web,”

—Richard MacManus

Learning Expectations:

1. To know who is Richard MacManus.


2. To know about all his developments with regards to Web 2.0.
3. To know what does it mean about “Read/WriteWeb & Web 2.0 Workgroup”.
4. To know how this “Read/WriteWeb & Web 2.0 Workgroup” functions in the cloud.
5. To know what are the benefits of it's different users in using this kind of applications..

Review:

It is remarkable to know, how Richard MacManus founded and developed two of the most
functioning huge Websites, the read/Write Web and Web 2.0 Workgroup together with Fred Oliveira and
Michael Arrington; and there are so much interesting matters to discover and to learn about it.
Read/Write Web is a popular Web blog that focuses on the Web technology News, Reviews and Analysis.
While Web 2.0 Workgroup is just one example on their early efforts to help bring attention to the topic and
the site was originally an attempt to focus on the technology. His observations and connections with the
industry lead to a number of insights.

Read/Write Web is a blog about Web technology and covers news and and analysis just like what
we see and different blogs that also functions in different sites in the cloud. It tries also to cover quality
and the pulse and have an emphasis in explaining the latest trends about Web 2.0; the later has come to
be the marketing trend. In a nutshell it defines the era of the Web we have right now. It means a lot of
things, so it is very hard to technically define it.

Probably the big main feature of web 2.0 is that everybody can contribute, everybody can post
and everybody can share a lot of interesting things in the web or even in the sites. Everybody can also
create and aggregate content, and personalize their own content. one of the things that a lot of people are
sort of tricked on, is that because everyone can contribute content, and so it is hard to focus on the best
content in terms of filtering technology, it is definitely something that still being worked on.

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I agree that Semantic Web is slowly coming and definitely possible but it is bubbling up rather than being
defined top, down as Tim Berners Lee probably wanted it to be when it started talking about it. There is
always misunderstanding around the eras of Web 2.0. Ajax made Web sites a lot more interactive and
Google is probably the main proponent of that. On the other hand, we have Adobe and Microsoft which
have vis technologies. There are two basic trends, first is the browser based which Google is going with
using Ajax and second one is the wedified desktop. According to Mac Manus, they have seen a lot of
activities in search at the moment, there are lots of companies trying to be the next big thing in search.
We've got a blog devoted to this called Altersearchengines.com that is one trend they've really been
following quite closely. There are probably two areas that MacManus following the closest, one is that
Web office, Yahoo, which is a web office collaboration suite and of course, Google that released their
power point presentation.

In general at the moment, online advertising is the way that things have been monetized; there
have been a lot of recent acquisitions on that era as well. Microsoft and Google have both acquired online
advertising companies. On the other hand, he thought that premium content is kind of lost art on the Web.
In the near future, well see more Microsoft Software delivered as a service over the Web. This will happen
to a lot of other types of software as well. MacManus mentioned also that quality of content bothering old-
school publishers and see issues coming with the free flow of open informations and definitely, Youtube
are a prime example, even if in blogging a lot of people copy the blogs of others without giving credit.
There are lots of this stuff happening there, but there are not a lot of people can do at this time. Others
have a feeling that there are lots more to be played out and it is definitely and unsolved problem.

Learning’s

• “Web 2.0 has come to be the marketing term.”

• “With regards to a lot of blogs in the cloud, it is true that event though everyone or anybody
can contribute, it is hard to find the best content.”

• “Semantic Web is slowly coming, but it is bubbling up rather than being defined top-down.”

• “Premium content is kind of a lost art on the Web.”

• “The big dream is that the Web becomes more intelligent.”

Chapter 8: Tj Kang: ThinkFree

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“We are about to change the way the software was used
and distributed. We are going up against this 800 lb.
gorilla in Redmond, Washington”

—Tj Kang

Learning Expectations:

1. To know who is Tj kang.


2. To know also what is “ThinkFree”.
3. To know how and why “ThinkFree” was developed.
4. To analyze what are the the diffrence of 'ThinkFree” from other web sites in the cloud.
5. How is it going to change the perspective of people with regards to different softwares as
well as to Web 2.0

Review:

“We were about to change the way software was used and distributed”. That's what Tj Kang's
main objective when he started to create and enhance ThinkFree. He thought that this will be a very
exciting and very interesting thing that is good for everyone. From the very start, when he was still in
college, Tj Kang has been in computer industry for a lot of years. While his focused is in online office
applications.

We can obviuously and easily saw from his experiences that he is also aware of what is
happening with the Web 2.0. Tj Kang is the Ceo of ThinkFree, where he leads the strategic decision and
direction of the company. He has a background that helped lead to what is now considered a prominent
Web 2.0 site. And he is also known as the co-inventor of the Korean word processor. The idea of creating
a software company that will develop personal productivity tools.

The best idea for him; because the feeling of competing and competitions against Microsoft which
everybody guessed his doing all his life became more and more difficult. And so he felt that he had to find
a new business model very quickly, until then his business model had been to create the software and to
sell it to hardware vendors for bundling but he changed this to provide office productivity as a service.

They were doing the software as as a service and service oriented architectures to some extent,
the launched of the very first version of the online office service was done in early 2000 and the media
like the angle so we were covered by the major media interviewers, they're wondering if Microsoft was
vulnerable to the disruptive changes. Mr. BallKler initially replied that Microsoft is different and it's

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basically immune to these disruptions. There are two issues or barriers that keep people from moving
from the desktop to the Web. First is the security and the other is the off line issues.

There will always be people who are concerned about the security of the data's and files, so that
security is more an issue with company's customers. People do must of their work inside the browser,
except when they have to use their office software that they do run on their desktop. Therefore, they need
to provide a way to cached data and the application so that they can continue to use it when not
connected.

As we have learned from the previous chapters, Web 2.0 means different things to many people,
so there's only one correct definition of Web there are more interesting matters about it such as the
variety and diversity of the ideas about the term that means a lot of people. But we can also say that the
Web is an application platform, this is probably a different definition than what must other people give.
And there is another aspect of it that includes the idea of wisdom of crowds. There were so much people
that feels very grateful because of this very interesting matter that we called Semantic Web or Web 2.0
and it's high probability that it will be very helpful in the future, hopefully not too distant in the future.

At this point in time they are just offering a full text search on the text that you have in your private
storage. Semantic web is quite promising; they have a development team who are expert on this. They
have all this kind of interesting ideas that hold great promise, like classifying and searching documents
based on meaning rather than matching keywords.

Microsoft office has been dominant for so many years, that most people don't even remember
there were other office productivity solutions. Just because somebody does come out with an applications
that work better and a little bit cheaper, must users won't switch because the cost of converting is so high.
When computing platform itself changes, then people are forced to changed the way they work.

Learning’s:

 “There are two main issues or barriers that keep people from moving from the desktop to the
Web; Security and the off line issue...”
 “People do most of their work inside the browser, except when they have to use their office
software that they run on the desktop. You therefore need to provide a way to cache data and the
application so that they continue use when not connected.”
 “When the computing platform itself changes, then people are forced to change the way they
work.”
 “Just because somebody does com out with an application that works better and at a little
cheaper price, most users won't switch because the cost of converting is so high”

Chapter 9: Patrick Crane: LinkedIn

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“I see Web 2.0 as a course correction...[that] weaves the


social fabric back together again....you can now consume
and share things, and discuss them, interpret them, and
ultimately get the lens on the world, and it's not just
your own individual perceptions and observations
anymore; its back the old ways. ”

—Patrick Crane

Learning Expectations:

1. To know who is Patrick Crane.


2. To understand what is LinkedIn.com is allabout.
3. To know how was this functions on the cloud and in the market as well.
4. To analyze how was it's different users such as students, businessmen etc. benefited from
LinkedIn.
5. To know why and how is it developed.

Review:

According to Patrick Crane description of Web 2.0, it is fundamental course direction for the
internet. The reason behind this is that Web 2.0 is the advent of the individual publisher and the advent of
the crowd consumption and interpretation of media. With regards to group consumption, he believes the
way the way that people used to consume media and information coming at us as a group. Now, Crane
founded and developed LinkedIn, a network that can be searched and used to extend your network.

This network can be employ to search for some clients, consultants, professionals and other
subject matter experts, jobs, and business opportunities, hirings and so much more. You can use it to do
everything you would want to do with the professional network. LinkedIn is a professional network site, it
uses many of the core technologies and capabilities and social networks.

But it is exclusively for connecting professionals together. And through those connections,
enabling them accomplish task, get information’s about their market and their industry, so search and
ultimately get things done.

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Linked In is likely one of the most referenced Web 2.0 sites due to it's ability to connect people
together ad provide social interactions among them. It matters hugely to people that they do well and that
they are seen as doing well in their chosen pursuit. LinkedIn's unique take on the Web 2.0 and unique
take co-social networking is such that those relationships that are formed are reflections of people and the
people need those relationships for life.

There are people who are just trying to do collections and attempting to get the highest number of
connections on LinkedIn. But in fact this is the kind of behavior that gives a big worry for him because
thay are not helping themselves. The more people they connect to, the more people who accept their
invites, as opposed to say they don't know about those persons and then the fabric of their particular
network n LinkedIn is weaken a little bit. If they think about how they typically used LinkedIn, what
happens most often is that they are trying to work for the right person in an industry or company to deal
with. And maybe it's because they want to work with other people, they want to make a deal, they want to
purchase products of a particular company or something else, then they need to have an introduction to
them.

The moment that one person do something that isn't transparent and doesn't give the user 100%
choice or options, you'll maybe get into trouble. Sites must be really obvious, transparent, and front and
center on the choices they give to a Web 2.0 user about what is the broadcast about the user. The way
that people consume on the Web and ultimately the way that they publish, promote and post is all going
to change pretty dramatically. Additionally, the way that information is distributed and shared is going to
changed dramatically. And will be brought about by the social and professional networks.

Learning’s:

 “Sites must be really obvious, transparent, and front and center on the choices they give to a
Web 2.0 user about what is the broadcast about the user.”

 “The moment that one person do something that isn't transparent and doesn't give the user 100%
choice or options, you'll maybe get into trouble.”

 “On of the reasons why blogging sites go crazy is that people can self express and they don't
have to just sit there and be told what to read.”

 “I consider Web 2.0 a new technology that solves an age-old problem. The age-old problem is
maintaining and keeping alive human relationship that matters to you.”

 “Web 2.0 establishes the relationships we have in the off line world, out the in the online world,
and enables that group consumption to again happen. Web 2.0 and social networking is not a
fad.”

Chapter 10: Shaun Walker: DotNetNuke

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Reychele Buenavidez

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“Web 2.0....was sort of the best attempt at coming up with


a nice buzzword for a whole lot of new technology and
innovative ways that people are using the Internet.”

--Shaun Walker

Learning Expectations:

1. To know who is Shaun Walker.


2. To know all about DotNetNuke.
3. To know and identify the relationship of DotNetNuke to Web 2.0.
4. To identify services and functions of DotNetNuke.
5. To analyze it's difference to all other websites around the cloud.

Review:

DotNetnuke is a website for a platform that can be used to build projects such as commercial
web sites, portals and vertical applications. This was released on December 24, 2002. It is a open source
web application framework that runs on the Microsoft technology stack. It is the most successful open
source community project on the Microsoft platform; DNN provides a solid foundation for future support.

As of how they define Web 2.0, they defined it first in one aspect which is user-generated which
means that people or consumers nowadays are more interested in contributing in the cloud rather than in
the past they just want to consume anything and everything that is provided by the cloud. Users, people
or consumers nowadays are looking for more interaction, exchange of knowledge and opinions about
interesting things in the environment or in the society, which serves as the great factor in a very fruitful
communication in the web sphere.

Another thing would be the social networking which relates or has a connection with to the user-
generated that have been explaining a while a ago in the previous sentences. Which means that it also tie
into the association of the different users to one another in the web environment. That's why it is true
enough that friendster, facebook, multiply, myspace and a lot more is becoming a new media of
communication because a lot also of people in this generation interact through different web sites in the

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cloud; it's becoming very common. But despites of the tings that it is becoming a new communication of
media, still it is really an issue that when it comes to searching/search and syndication it's becoming more
difficult to find what you're looking for. That's why you need a more advanced search capabilities and
syndication content.

DNN allows user to build their own web sites, it also has a modular architecture where use can
plug in features such as discussion forums, blogs and wikis.--all which revolved around user-generated
content. DNN can also be used to build large community web sites. Which users can have account on the
site , and they can associate with one another through different modules.

According to Walker there's no one features that's more important but when it comes to media
perspective social networking has got the most hype. While when tit comes to model perspective search
syndication and content management would be the leader. With new technologies like AJAX, it really
improves the user experience so that they are not constantly waiting for thins to happen to get response
out of the server.

I do agree that the semantic web as a concept might represent the whole new paradigm
shift.....because as stated in this chapter there are pretty objectives criteria to measure things or
categorize things. And so it's true enough that web 3.0 is not really a semantic web, it's not yet to call
semantic web.

The coolest thing about web 2.0 according to Walker and so based from his works are the
mainstream consumer adoption web technologies which means and which shows his being users driven;
that the application can sheer number of people that use those web applications on a daily basis and
people use them as a day to day communication mechanism to keep in touch with their family and
friends.

According to this chapter scale is going to be a constant concern. That fact they they come this
far in terms of being in scale it and provide decent performance means that they will be able to continue
to adapt to the added load in the future.

Connectivity was really becoming and already reality in some areas today. And yes, because
people nowadays people are smarter and getting smarter. And so it is possible for this generation to have
connectivity/connection to be always available.

If web 2.0 is the big thing today, Walker sees that the nest big thing or the revolution on the web
would be people have freedom to experience the nest flavor of the year. And for us it is good and it is
better to see different, large and thousands of social network sites to improve and adopt for the changes.
Another thing would be, more availability of devices that will have computational power behind them
provide a decent experience. And probably even more accessibility to the Internet through kiosk and other
mechanism.

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Learning’s:

• “ Technology is going to continue in advance “

• “ Connectivity in the future won't be problem anymore “

• “Internet is becoming more and more embedded part of people's lives..”

• “ There is a lot of ideas around the Web 2.0 that are more network-oriented, human oriented,
rather than just positioning at a specific piece of technology”

• “There’s gong to continue to be a need for desktop application.”

• “A lot of the players that are large today in terms of the Web 2.0 world will need to evolve in
technology.”

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Chapter 11: Biz Stone: Twitter

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“ The web is increasingly a social environment and...


people re using it to communicate with one another, like
they've always done—but now in such an open way.”

--Biz Stone

Learning Expectations:

1. To know who is Biz Stone.


2. To know more about Twitter.com
3. To know other functions and abilities of Twitter.com
4. To know benefits and importance of Twitter.com
5. To know the relationship of Twitter to Web 2.0

Review:

Twitter is a worldwide community where members send updates about what they are doing or
thinking at any given moment. This updates are sent through or via text messages from the Twitter site or
a mobile phone or via instant messages (IM) from Jabber, AIM, LiveJournal, or Gtalk. User can keep up
with what they are doing by seeing what they post on their twitter feeds. Twitter is often described as a
micro-blog because it is's short message format and it's ability to follow what a person is doing. It has
struck a chord with the worldwide activity. And Biz stone was the man behind this number one site.

Twitter is growing based all around this concept of “What are you doing?” to which you answer—
140 characters or less. This goes out to your friend so you all stayed connected. Since it's up to the user
weather he/she wants their twitter message to go only to their friends or to everyone in the world of
twitter, and so this also means and shows that there seems to be a lot of value in keeping that openness
out there on the web. Meaning through the so called “openness” opportunity surely knocks.

There seems to be a lot of value in keeping the openness out there on the web. Meaning you
never knew when someone going to come along and say “ I really like what you are doing; how would you
like to work to my company?” or “I really like your post; how would you like to hang out? Anything like that.

People may on their own. People do sort of find their ways to determine what they do/don't want
to share. That's why in most cases people find value in the openness. Web is increasingly a social

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environment and that people are using it to communicate with one another, like they've always done ---
but now in such an open way. User can do all of this in an effort to express themselves and share their
thoughts with other people—that is, communication and elf expression. And so as they define Web 2.0,
as a public acceptance of the fact that the Web is highly social utility.

Web 2.0 is openness. The idea is that the more open these technologies and services are, the
better. Meaning there are lots of interesting things, knowledge and ideas are being created when it was
openly shared and distributed to others as well as in the cloud. Because this was one way of knowing that
people can really understand what you’re talking about. The open factor, the idea that the more you can
open up your platform, your idea, or your concept to invite other people to build on top of it, and work
within it , the better. And if they create more systems, it will be even more social. This openness in
general is really the broadest definition. That's why Twitter also provides improve and secure social
network that is currently and continuously happening to twitter, because that's what they valued and a so
their users as well, because through this, fruitful and powerful conversation happened.

The business model of Twitter is going to be diversified with which they can continue providing
people interaction and cooperation with other social network where they can come in and out. it is a
simple concept but creates better result.

And when it comes to the recommending to people on focusing on the core site concept and not
worry about the business model up front, they says that before inventing communication technologies you
have first focused on the product itself and then focused on the reliability of it in order to not end up with
something that isn't going to work and if it's in line with innovative technology they have to make sure if
they have a compelling product before they invest resources into there venue model.

Learning’s:

 “Openness is also increasingly important to a lot of companies nowadays. “

 “ For most people there is no Web 2.0 there is just the Web”

 “ Web 2.0 is this big, growing realization that the Web is increasingly a social environment and
that people are using it to communicate with one another, likely they've always done—but now in
such as open way.”

 “ The more you can open up your platform, your idea, or your concept to invite other people to
build on top of it and work within it, the better. “

 “You have to provide an Application Programming Interface so that other developers can build on
to your platform.'

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Reychele Buenavidez

Chapter 12: Seth Sternberg: Meebo

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“ If you don't [innovate] then you'll lose market share and you'll wish you did”

--Seth Sternberg

Learning Expectations:

1. To know who is Seth Sternberg.


2. To understand and know more about Meebo.
3. To understand and relate Meebo and Web 2.0
4. To analyze and determine services and functions of Meebo.
5. To know it's importance of their sites to different demographic sectors.

Review:

Meebo is to instant messaging what programs Hotmail and Gmail are to email. The y brings the
ability to socially interact with anyone else in the world with the only requirements being a browser and IM
handle. Meebo has shown the power of Web 2.0 and the community. It changes the instant messages or
messaging by doing two key things. One, it provides user a simple a single interfaces that can be
connected to all other different instant messaging networks. Second would be they removes installation of
software’s to the users machines but instead letting users to access the site through opening a browser.
That's why Meebo takes social networking to a whole knew level just what like Twitter's doing. Why? it is
because there are lots or thousands and millions of users where visiting and using Meebo per day per
month and per year and that is a lot of social interactions.

The whole goal of Meebo is that IM and the Web can be so much more than IM and software.
Meaning they want it to be like the next new level of the other booming software’s and websites around
the cloud. They want it to be competitive enough to the market, since it was allowing people to create
much more applications-like experiences on the web, so things like Meebo and Writely are good
examples of that. Meebo did instant messaging on the Web.

Just want comment on this thing that says “empowering the individual voice....let[s] any given
individual to become a publisher.” and this is true enough because there are lot's of sites nowadays that

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allows a lot of different users to be the publishers of their own work. And this can be seen for example
through the sites such as blogs, YouTube, Flicker and a lot more; Not only does it make them a publisher,
but it lets them become a publisher who actually has a reasonable chance of being found. And so this
also allows them to provide opportunity to all the users to find them through the site.

According to this chapter advertising on the web is now very efficient an efficient liquid market. It
is much easier, if you have a site with a lot of traffic to make money on that. And so, that is another part
key element because that enables a lot of the investments that is going into the full stuff of these days.
Advertising is so liquid and so efficient that anyone can put it on the site now. Meaning there are lots of
companies today that uses and combines advertising and technology in order to show and offer their
products to market. Because they believe that this is a big factor that would help them to show their
products to the public and helps the company to get more market for their products to be patronized by
lots of people in the market.

The point is, there are places that any individual can go to get ads on their site and to make some
amount of money on their site. The thing is to make significant money in advertising you need either a
very large size or a much directed web site. The concept of advertising is so broad in the web. There are
lots of people saying there have to be advertising fatigue thing, but this is not the case at all. Maybe there
is a lot of advertising fatigue around a standard banner to video to product placement to integration in
product. And so it is much deeper than that.

To this chapter, I saw the importance and power of open source, not only because it has been a
really good for Meebo, but also because everything can be access into other IM networks. And then you
can then go in there and fiddle with the code to make it better. And that's huge but it is still supported by
the open source community. But we cannot deny the fact that being open source means you have no
worries anymore, in Meebo's case one of the big defend ability points of Meebo is that it is insanely hard
to scale. And the reality behind it is that how you get all the different things to talk to each other and to
interact together is the real secret sauce behind Meebo in particular.

Learning’s:

 “Advertising on the web is now very, very efficient—an efficient, liquid market. “
 “There are lots of people saying there have to be advertising fatigue thing, but this is not the case
at all. “
 “You are going to build a very different kind of organization if you are going after the enterprise. “
 “Because of Open Source you can go fiddle with the code to make t better. “
 “Without doubt, the user experience with the Web 2.0 stuff is a lot better. “
 “The market forces efficiency. “
 “Folks have to figure out ways to make money other than by just serving up a bunch of page to
load. “
 “At the end of the day, the great thing about the Web 2.0 is that if you have really smart people,
they can do really awesome stuff. “
 “if you don't do web 2.0 then you loose your market. “

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Chapter 13: Joshua Schachter: del.icio.us

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“We find ourselves in a world where we have unfathomable


riches of which we’ve only scratched the surface.
If computer technology stopped advancing for a few years
right here, we probably wouldn’t be in terrible shape.”

—Joshua Schachter

Learning Expectations:

1. To know who is Joshua Schachter?


2. To know more about delicious.
3. To know what are the strength and weaknesses of this site among other site in the cloud.
4. To know the relationship of this site to web 2.0.
5. To know as well its functions that can offer to public or as to their markets.

Review:

Delicious is a Social Bookmarking service, which means you can save all your bookmarks online,
share them with other people, and see what other people are bookmarking. And since this is online users
can access this website anytime, anywhere to any browsers that they have in their own computer. It also
means that we can show you the most popular bookmarks being saved right now across many areas of
interest. In addition, our search and tagging tools help you keep track of your entire bookmark collection
and find tasty new bookmarks from people like you. Which means life of different users was easy in a way
that using tags provides you the ability to easily categorize, sort, and search your favorites. And through
these simple things users will surely get interested and get amazed with this site.

Delicious site is something that for me it helps and motivates people and more importantly its
user to be organized in a way that their site enables to organized all the sites that their users wants. And
we cannot deny the fact that as time goes by there are lots of interesting sites that caught the interest of
many users in the cloud.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

And so it’s true because according to delicious sites, using folders were the old ways of a lot of
computer users to organize everything they have, or for example every bookmark they have. It is ok at
first if users do had only few files, bookmarks, few folders and the like, but as time goes by we cannot
control and we cannot deny the fact that collection grew sometimes every time, every minute and even
every second, and so it pisses as of, it makes lour life harder because it became harder and harder to
decide what goes where and what are the things that needs to keep and constantly organized.

According to them especially to Schachter web 2.0 was of the economic conditions of the ability
for people to take passion in a topic and actually implement something. Which means that this could
really give smaller cost to all the developers in the community in a way that it provides them key concept
that are really said to be necessary in building an applications.

And so if were going to take a look at this definition of web 2.0 according to delicious site, we can
say that they have this positive opinion or point of view in using or engaging in web 2.0. Meaning web 2.0
gives this kind of benefit to their site in a way that it really helps them in building and providing these
functions that they constantly gave to their users.

“ I built delicious not because I had a business plan, not because I thought there would be
money there, but because I wanted it; I had the ability to build something and the desire to see it happen.”
this statement of Schachter really strike me most, why? Because I know and I do believe that if you want
or if you have something to happen and something to offer to people you don’t have to based as to what
plans you have in your hand meaning that “something” that you want to achieve must be in your passion,
meaning it should the things that you really want and you know wholeheartedly that you can do it because
you have the knowledge, the skill and the ability to make it happen.

And lastly, Delicious site mentioned about the things that they would considered important
features of web 2.0, and they said that, particularly Schachter , the cost of implementation and the cost of
failure are so low that we’re able to prototype and try lots and lots of things, very, very quickly. Because if
were going to observed all things that work in their site we can say that this are all very effective, low cost
and very efficient. This can be the reason why delicious site continuously improving and growing in their
field.

And so to sum it up maybe is should say that as I go through the site of delicious, even though I
only learned it first time when I visit it, I should say that it’s ergonomic in a way that I don’t get a hard time
to explore on their site because it’s easy even though I haven’t visited all of the functions that it can offer
to the public, I still say that this site was fun and very reliable to all it’s user just like other sites that do
offers the same features like them.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Learning’s:

• “Instead of spending millions of dollars on technology, people are able to build a low-end
PHP/Linux sort of environment for building pretty much anything. As such, you are able to try out
a lot of ideas, many more than previously, because there are lower transaction costs for trying
things out.”

• “Web 2.0 is less the name of a specific phenomenon, and more of a label we put on particular
observations.”

• “Because Web .20 is vaguely defined, it’s also similarly vaguely used.”

• “If the Semantic Web is version three of “something,” then SQL was version two of it, not the
Web.”

• “People don’t agree on terms, methodology, technology, parts, or components, and there are
radically different ways that people implement and even think about problems. Right now it is
deep, magical voodoo.”

• “If computer technology stopped advancing for a few years right here, we probably wouldn’t be in
terrible shape.”

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Chapter 14: Ranjith Kumaran: YouSendIt

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“That’s where Web 2.0 started; it was to help people


more easily get into services like ours, which are braindead
simple to use. So, it has allowed people to have
conversations that they wouldn’t necessarily have been
able to have.”

—Ranjith Kumaran

Learning Expectations:

1. To know who is Ranjith Kumaran?


2. To know more about YouSendIt.
3. To know what are the strength and weaknesses of this site among other site in the cloud.
4. To know the relationship of this site to web 2.0.
5. To know as well its functions that can offer to public or as to their markets.

Review:

YouSendIt was launch in 2004 they have this kind of task that always observed and noticed by
the people specially thousands and millions of it’s user to instantly & securely send, receive & track large
and important digital content. That’s why what they do are well focused because they have a primary
focused to all what they do and what they offer as well and so they do it very well. They offer convenience
in sending and transferring different files, solutions and the like to others. Users can just YouSendIt
without leaving their work environments; this is the solution for on-demand digital delivery.

While YouSendIt has a focus on what they do, you’ll find that their task ntouches on many of the
critical issues that people face with the Web, which only means that they serve as solutions on the
different sectors, markets and a lot more who has this problem in transferring and sending important files
in a much easier, much more “on demand” endeavor. This includes securely sending information as well
as tracking where information has been sent. For some perspective on current Web trends, including Web
2.0, one of the co-founders of YouSendIt, Ranjith Kumaran, has some experience to share.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

When I used to go to the site of YouSendIt I admit that at first I don’t understand the site, even if it
seems easy to explore. I don’t know how it functions only when I read this chapter I’ve realized a lot of
things about the site itself. And so if I were going to analyzed it, I saw that this site was somehow like
yahoomail because its functions and its features are somehow related and somehow connected to one
each other.

One of the definitions that they gave about 2.0 that I may say that I do like most is that which I
think is the ability for the “Web to connect people and enable collaboration.” And also the question that
says “Is there an interesting conversation going on around that file transfer?.” Which for me is the best
thing that other companies or other sites must have also to consider, and I do agree that web 2.0 really
helps to have fruitful and reliable information and conversation along or through a specific applications in
the cloud.

That’s why one of the best features that YouSendIt told was web 2.0 has this kind of ability for
people to easily adopt services and thus connect to more people and starts more conversations. Which
means only that web 2.0 allowed people to have conversations that they wouldn’t necessarily have been
able to have. This shows and state that web 2.0 was really an eye opener for all those who have
applications and also for those who are planning to build an application in the future that using this web
2.0 really creates profitable customer/consumer relationship and so through this they will be having
information’s that can be helpful and reliable for their decisions and strategies that they will implement in
the present and even in the future.

YouSendIt site was a kind of site for me that simply believe in the paradigm “always connected”
which means that people are important, that conversations was very important because it is a powerful
tool in order for the company to grow and continuously connect to people, to market and to their business
as well.

Learning’s:

• “The ability of the Web to connect people and enable collaboration is enabled through allowing
the re-syndication of data and services by anyone.”
• “At a high level, Web 2.0 is about enabling interesting conversations and collaboration. The more
people you can service, the more value they get out of it.”
• “One of the most important things of new services applications is complex user interaction, and I
think that AJAX does enable more robust user interactions.”
• “It is very important to be able to push some of these applications back out of the browser and
onto the desktop, but make it as accessible and easy to use and connected as possible.”
• “Folks think that Web 2.0 happened overnight. It’s a 10-year-old overnight success. Things like
Ajax have been around for quite awhile.”
• “There’s kind of a balance between how you want to enable your team to be productive and at
the same time, the onus is still on vendors to make sure that we live up to the promises that we
make on security and usability and availability. Additionally, by outsourcing a lot of the services
through companies like ours, people are becoming more productive.”
• “If our users aren’t asking for it, we’re going to leave it out. There’s almost a stigma if you’re not
following the latest and greatest thing.”
• “The desktop is pretty engrained right now in the way people do things, but I think it’s almost
coming full circle to where the desktop is more of a terminal to more sophisticated applications on
the Web.”

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Chapter 15: Garrett Camp: StumbleUpon

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“Web 2.0 is really about the user experience and not the
underlying technologies”

—Garrett Camp

Learning Expectations:

1. To know who is Garrett Camp?


2. To know more about delicious.
3. To know what are the strength and weaknesses of this site among other site in the cloud.
4. To know the relationship of this site to web 2.0.
5. To know as well its functions that can offer to public or as to their markets.

Review:

Stumble Upon is a kind of web sites that helps you discover your own favorite websites through
their site. This site enables millions of user discover interesting sites that will surely to capture their
interest of users because it Stumble Upon knows that users cannot manage and discover knew website
because millions of websites added everyday.

People do have their own interest for example photography, cooking, art., fashion etc. And so
with Stumble Upon they will discover great things particularly great websites that suite their own interest,
meaning they can discover great photos, video, blogs, web pages, by just clicking the stumble button that
will able to bring them by one website after another. The difference with stumble upon is that everything is
tailored by the user’s interest. Weather if it’s on movies, animals, sports, sites, gadgets, etc. Stumble
Upon learns what you like and what makes it better.

With the idea of “connect, meet and share” they will be able to teach people particulary their
users to connect with the network of the same people, with their friends of course share their interest and
new discoveries and also meet people with the same interest as what also they have. And through you
can see that conversations happens in the cloud which makes stumble upon very particular with the said
conversation and connections. Because through this a lot of surfers, users or people are being educated
connected.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

“By using the community, StumbleUpon gathers positive and negative ratings to help those sites
that are really good float to the top while others sink out of sight. The overall result is that with a little bit of
tagging and categorization, you can quickly find sites that others thought worthy of recommending on any
given topic.”

According to them they are using a combination of human opinions and machine learning to
immediately deliver relevant content, StumbleUpon presents only web sites which have been suggested
by other like-minded Stumblers. User is also presented with a high quality web site based on the
collective opinions of other like-minded web surfers, which means that they are providing their users
exactly what the users are not expected to see in a way that they provide user’s reliable facts and
information that would really help them.

Stumble say s that “We are not trying to replace search engines or become a search engine, but
instead be a discovery tool for when you just want to be entertained or want to discover something

interesting. We are primarily focused on discovery and are one of the leading companies focused on that
right now.” And I do agree whit what they say because as to what I’ve experience exploring to their site, I
may say that they only providing users entertainment and search engines that are different from other
site. Because they know that if it’s going to be their competitive advantage today they will have this kind of
assurance that a lot of users will patronize what they are doing and continuously believing with the power,
functions and importance of their sites among others.

Learning’s:

• “Today, if you have an idea that you want experiment with, it doesn’t cost very much to try.”
• “LAMP is one of the bases upon which many Web 2.0 systems are built. LAMP is one of the core
technologies that have allowed people to do so much for free. A lot of start-ups, including
Stumble Upon, would have had a difficult time if they had to pay for software or database
licenses.”
• “The whole point of Open Source is to be able to build apps in an interactive fashion based on
people’s feedback, to start with something small and improve based on people’s feedback.”
• “Companies need to think about how they collect data, use data, and what people’s expectation
of privacy is. It’s each company’s responsibility to make the people realize what they are
submitting to, what information will be made public, and so forth.”
• “The general trends are toward community interaction, social systems, personalization,
recommendations, and more proactive information filtering that will help us go beyond Google,
where you must specify exactly what you want.”

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Chapter 16: Rodrigo Madanes: Skype

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“The most important thing is that even though we felt in


the ’90s that the Internet was having a big impact in
people’s lives, we’re seeing in this decade that it’s reconstructing
a lot of industries and shifting a lot of value
around while improving people’s lives.”

—Rodrigo Madanes

Learning Expectations:

1. To know who is Rodrigo Madanes?


2. To know more about Skype.
3.To know what are the strength and weaknesses of this site among other site in the cloud.
4.To know the relationship of this site to web 2.0.
5.To know as well its functions that can offer to public or as to their markets.

Review:

“Skype was founded in 2003 by Niklas Zennström and Janus Friis. Skype created a little piece of
software that makes communicating with people around the world easy and fun. With Skype you can say
hello or share a laugh with anyone, anywhere. And if both of you are on Skype, it’s free.”

“Skype is available in 28 languages and is used in almost every country around the world. Skype
generates revenue through its premium offerings such as making and receiving calls to and from landline
and mobile phones, as well as voicemail and call forwarding. Skype, based in Luxembourg, has
relationships with a growing network of hardware and software providers and is an eBay company
(NASDAQ: EBAY).”

“The Skype.com website is operated by: Skype Technologies S.A. Registered address: 22/24
Boulevard Royal, L-2449 Luxembourg Trade register number: R.C. Luxembourg B96.677 VAT number:
LU 20180441”

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Skype provides other people to make easy calls anytime and anywhere in the world. Meaning the
functionality of Skype meant that the location did not matter. Because you can reach other people through
their site by just downloading the program called “download Skype” and then you can make calls from
your computer — free to other people on Skype and cheap to phones and mobiles around the world.

“Internet is pulled into what you can do.” Which means that skype is not different from other
instant massages programs in the cloud that provides also not only voice communications but also things
or features such as video and chatting. This kind of features or functionalities that offers users of their
programs were not knew to us because aside from skype we do experience this kinds of from other
programs such as Yahoo Messenger etc.

I like how Skype define Web 2.0 and that goes like this “For me, Web 2.0 is such a complex set
of technologies and enablers. The best definition is that it is the resurgence of web innovation after
the dotcom bust in 2002. It was in great part triggered by some technology and the critical mass
of broadband users around the world. That led to the ability to have increased communication
between people, watching videos, being able to have very interactive web pages, and more. Broadly
speaking, it is the resurgence in web innovation.” which for me states that web 2.0 serves as an eye
opener for them as a company to continuously increases and spread the essence of communications in
the market as well as to all the users and consumers of it.

Aside from web 2.0 is increasing communications, it is also impacting and changing people’s lives
it also allows reconstructing industries, business, markets and a lot more into the coming years.
Transformation would also be one importance that I really see in the web 2.0 just like this site saw in a
way that telecommunications is at the beginning of what will be a longer transformation. rich functionality,
like presence, messaging, as well as the ability to migrate in a conversation between a chat, a voice call,
and media sharing, all of which creates a lot of value and improves peoples lives.

Learning’s:

• “By definition, Web 2.0 is the resurgence of web innovation after the dot com bust in 2002. It
was triggered in great part by technology and the critical mass of broadband users around
the world, and led to people being able to communicate more.”

• “AJAX, AIR, Flash, and those kinds of technologies have contributed to and are components
of Web 2.0, but Web 2.0 is the result of a critical mass of people with broadband, enabling
technologies, large investments and start-ups, and a combination of low-cost, Open Source
packages that enable these start-ups to accelerate very quickly—all of those things led to a
transformation in the industries of telecommunications, advertising, and television.”

• “Even though we felt in the ’90s that the Internet was having a big impact in people’s lives,
we’re seeing in this decade that it’s reconstructing a lot of industries and shifting a lot of value
around while improving people’s lives.

• “In most periods of substantial innovation, which tend to last five to ten years, you will
encounter a number of obstacles and problems along the way. This is typical with technology
and innovation.”

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

• “The Semantic Web is a way to figure out how to structure this whole set of data on the Web
so that you can navigate through it much better.”

• “You can grab a widget, copy and paste it, and put it somewhere else. Years ago, that would
have been unthinkable. The Web is getting more homogenized and more easily “cut and
paste”-able.”

• “Web 2.0 is one of the great technology phases that was mostly consumer- led. We’ve seen
a lot more benefit to consumers in this phase and a lot more lagging response of passing
these benefits on to enterprises.”

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Chapter 17: Rod Smith: IBM Corporation

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“Web 2.0 is about how businesses are changing, how


people are collaborating, and how people are unlocking
content to be used in new and innovative ways through
customization, at orders of magnitude of less cost than
they’ve ever had before.”

—Rod Smith

Learning Expectations:

1. To know who is Rod Smith?


2. To know more about IBM Corporation.
3. To know what are the strength and weaknesses of this site among other site in the cloud.
4. To know the relationship of this site to web 2.0.
5. To know as well its functions that can offer to public or as to their markets.

Review:

I”BM incorporated started nearly a century ago, in 1911. Its roots, however, go back even
farther than that, they are mainly focuses on their products and services. The company is well-known in
the mainframe arena and has also been a big proponent of Open Source, Linux, and more. It would take
an entire book to describe what IBM has done and what they do now. With such a vast history, IBM is a
company worthy of being asked for an opinion on current and new technologies.”

IBM corporation is a not only change driven but also customer driven, because what they do or
what they provide to the market was all boils down to their responsibility to collaborating broadly and
productively the industry as well as shaping and developing businesses markets and emerging standards
and technologies.

Customer driven in a way that they do value the feedback and comments of customers
in today's generation, because they know that people nowadays are keep on asking questions to
business and markets which on the other hand makes technologies to be mature. and it is true enough
that Customers today are eager to hear what is on the horizon—it’s a fast changing world today.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Because they always want to share with the conversation that is happening not only with the company but
as well as to all the business and markets everywhere. So, that’s what they do, and they’ve had a really
fun time doing it.

IBM corporation sticks to O’Reilly definition:”it is the intersection of social changes,


economic changes, and technology changes. That is what makes Web 2.0 elusive; it hasn’t been about
one technology. It’s about how businesses are changing, how people are collaborating, and how people
are unlocking content to be used in new and innovative ways—much faster and simpler than ever
before.”

Which in my opinion simply explains how web 2.0 brought social change, economic
change, and technology change not only to company, to business, to market to people but more
importantly to people or to consumers. It is not about technology only it's about how is it affect or how is it
making people interactive, collaborative and how business change develop and transformed into
something that is productive and profitable. Web 2.0 truly provides strategic and innovative ways for
business and for people to become faster and simpler and in a way that they want technology business
and markets to be.

I would like to end this on the this two sentence that says “Web 2.0 really is empowering
and can help transform IT and line-of-business relationships.” which means that for IBM web 2.0 from that
time gave passion to all the business specifically those who are in line with technologies because this
provides profitable relationship. Next thing would be “Some innovations will be successful business-wise
and some will fail. And that’s a good thing.” that explains that not all innovations can be successful and
can be implemented because this not perfect, this sometimes not reliable for the business because this
sometimes fails and create impact to the company and to the business.

Learning’s:

 “Web 2.0 is that intersection of social changes, economic changes, and technology changes. It’s
about how businesses are changing, how people are collaborating, and how people are
unlocking content to be used in new and innovative ways through customization, at orders of
magnitude of less cost than they’ve ever had before.”
 “Users want to share information, and in the past did not have a cost effective channel with which
to do that. Web 2.0 offers them that and they seem to resonate quite well with it. Line-of-business
people need to be involved in the decisions of publishing and making that information available.”
 “A lot of folks that are getting their lead customers and their people together really do cross-
pollinate on ideas that a business can try to turn around and harvest and harness and go to
market quickly.”
 “Some innovations will be, business-wise, successful, and some will fail. And that’s a good thing.
You want to have some successes and some failures, at the right cost point.”
 “ Now you‘ve got a different level of granularity where you’ve got widgets and things talking back
to data sources on the backend, but architecturally, it’s just a nice extension.”
 “Applications don’t have to live forever. They’re “disposable,” and they really are situational:
they’re good for a certain partnership, and then they can go away.”
 “Web 2.0 really is empowering and can help transform IT and line-of business relationships. A lot
of what Web 2.0 does is let you visualize your middleware investments.”

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Chapter 18: Tim Harris: Microsoft

Corporation

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“Enterprises want to take advantage of the social and collaborative


aspects of Web 2.0 but don’t necessarily want
the business models of Web 2.0 shoved down their throat.”

—Tim Harris

Learning Expectations:

1. To know who is Tim Harris?


2. To know more about Microsoft Corporation.
3. To know what are the strength and weaknesses of this site among other site in the cloud.
4. To know the relationship of this site to web 2.0.
5. To know as well its functions that can offer to public or as to their markets.

Review:

I know Microsoft since before college, they are the company that nearly everyone in the
modernized world has heard mentioned. Being the creator of the leading web browser, Microsoft Internet
Explorer, means that anyone working with Web 2.0 or the Web in general is also likely to be fully aware of
Microsof. Microsoft views Web 2.0 take an expansive view where we look at the capabilities—the
technologies, the business models, and the social constructs—expensive view means requires software
running on the Internet and on the desktop.

There’s the business model pillar—the fact that business models have become
inextricably linked to the software and so most of the focus there is on advertising models of all sorts of
subscription models and other business models around the delivery of software to the user.

The last pillar people have a tendency to talk about are these social constructs; the bidirectional
communication that Web 2.0 enables—blogs, wikis, social mapping software, and things like that—things
that create or give the end user the ability to communicate back to the people who are running the
software.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Microsoft deliver the technology that enables things like information feeds to come down to the
box to provide matching and collaboration between the people as in the matchmaking

scenarios. From the business model side, there is advertising, digital distribution of games, and the ability
for game publishers to sell additional content on top of the games they sell in a box model, so new
business models are definitely there.

And then from a social model, people have their friends list, they can voice-chat with one
another, they can text chat with one another, they can meet up with their friends in these virtual spaces
and play games.

One of the unique advantages that Microsoft brings to bear, is the simple fact that the
have this huge breadth. They are the only company that can provide developer tools that span all of the
consumer scenarios, all of the enterprise scenarios, the consoles, mobile phones, desktop, and browse-
based—you name it.

According to Microsoft Corporation, Web 2.0 has this new social construct–type software
that enables collaboration—that democratizes the publishing of information out to the Internet. So if I had
to say that there was one that stands on top or stands above the rest, the big one is the social side of it,
but then the technology and business pillars are absolutely enablers of that.

So, Microsoft Corporation was also one of those corporation who is also in line in
information technology business which also provides reliable applications and information to people, to
business and to market as well. They are also allowing collaboration, transformation and conversation to
the people particularly to the market. Microsoft Corporation i think and i do believe was continuously doing
their responsibility as a creator and provider of the leading web browser, such as Microsoft Internet
Explorer and a lot more. I hope even web 2.0

Learning’s:

• “People have a tendency to put Web 2.0 in the “browser bucket,” and say that if it is not running in a
browser it is not Web 2.0.”
• “Microsoft is the only company that can provide developer tools that span all of the consumer
scenarios, all of the enterprise scenarios, the consoles, mobile phones, desktop, and browser based
—you name it.”
• “The real key is making sure that standards, protocols, and interoperability are there.
• “It is obvious that business models are changing.”
• “The need for developers to be cognizant of the business model under which their application is
going to be distributed is greater than ever.”
• “Enterprises want to take advantage of the social and collaborative aspects of Web 2.0, but don’t
necessarily want the business models of Web 2.0 shoved down their throat.”
• “A lot of people think that if you build an AJAX application with and RSS feed, you’ve done Web 2.0.”
• “There is no consensus in the industry of what Web 2.0 is.”
• “It is hard to not say that Web 3.0 has already “jumped the shark.”
• “It has taken almost 10 years for Web 2.0 to come about after the technological underpinnings were
put into place.”

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Chapter 19: Bob Berwin & Tim Bray: Sun Microsystem

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“Anyone with reasonable smarts can have a good idea for


a web property on Monday and can have something on
the air two weeks from Thursday.”

—Tim Bray

Learning Expectations:

1. To know who is Tim Bray & Bob Berwin?


2. To know more about Sun Microsystem.
3.To know what are the strength and weaknesses of this site among other site in the cloud.
4.To know the relationship of this site to web 2.0.
5.To know as well its functions that can offer to public or as to their markets.

Review:

First time I heard this sun micro system in my progap1 and 2 class, because my professor was a
certified sun instructor of this company, and based on how he describe to us what is sun microsysytem , it
is the company or the site where in java programing language was the actually behind their company
and it is true enough that sun was actually involved in hardware, operating systems, programming
languages and more like Microsoft and apple company.

According to Sun one of the things that’s changed in the last few years is that it has become
much easier to become a web developer. These new technologies have come along so that anyone with
reasonable smarts can have a good idea for a web property on Monday and can have something on the
air two weeks from Thursday. There is a culture of contribution that is extending the developer population,
which is obviously a really important population for Sun

The combination of the Web is becoming more interesting because of things coming in from the
edges, and the technology becoming more interesting because of more contributors, is on balance and a
real good thing for us because they are in the business of selling the infrastructure that all of this is going
to run on.

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When it comes on defining web 2.0, what I've noticed is that Berwin and Tim do not have the same point
of view when it comes to web 2.0 though they both believe to what it can do to all the application in the
cloud. Tim says that Web 2.0 is the Internet based on the culture of contribution—the culture of
contribution from the edges by individuals and by technology developers. While Berwin says that Web 2.0
is a leveling of the playing field where the players are all equal. We all agree that there is this notion that
the information flow is not one-way, it is not unidirectional, so all the people and all the participants on the
Web have an equal say in how the Web and the information on the Web resolves.

And according or based on what Tim and Berwin state about the most important feature that web
2.0 has is that people can easily adopt, create or built certain application or websites without studying a
lot things that is related in doing this kind of thing. That;s why they says that The fact that you can be part
of it. The fact that if you want to contribute, you don’t have to be a journalist, an analyst, or a university
professor. The fact that if you want to build a web site, you don’t have to have studied Java EE for years.
That is a big deal. And that is where it gets very interesting. There isn’t a single-entity control or anything
anymore. That is the beauty of it.

After reading this chapter i may say that i do agree to what was the tag line of sun micro system
company “The Network is The Computer” which is for more than 20 years now. Because it is true enough
that the more that anything that makes the Internet bigger and better and gets more people involved is
good for Sun as well as for those also who are engaged with this kind of business. Continuously providing
people a better place like net, applications and technologies that will make their like easier, comfortable
and the like will truly serves a way for sun and for others to Continuously make something from people
and for people.

Learning’s:

• “People have a tendency to put Web 2.0 in the “browser bucket” and say that if it is not running in a
browser it is not Web 2.0. Web 2.0 is a leveling of the playing field where the players are all equal.”
• “It is all about empowering the people at the edge to contribute to the richness of the Net. The things
that make the Web interesting these days are the things coming in from the edges, not the things
coming out from the center.”
• “Enterprises need to think a lot about how they are going to succeed in a world where they no longer
control the flow of information. They need to surf and ride on the flow of information rather than
trying to fight it.”
• “Anyone with reasonable smarts can have a good idea for a web property on Monday and can have
something on the air two weeks from Thursday.”
• “It is really dangerous to identify Web 2.0 with a particular technology. There are some hot Web 2.0
sites that are really Web 1.0 in their technology.”
• “There may be cases where directly implementing Web 2.0 technology may not directly drive
revenue ideas and ROI, but looking at the larger picture, it is phenomenally huge.”
• “If you look at Web 2.0 features and consider the number of people that might potentially want to
participate, then we are just beginning.”
• “The traditional approach where you write big software-licensing checks now and then derive the
business value for it 18 months later is getting increasingly hard to sell. One of these really defining
characteristics of the new-style web applications is that “time to market” is very important.”

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Chapter 20: Michele Turner: Adobe System Incorporated

Name of the Book: Web 2.0 Heroes Interviews with 20 Web 2.0 Influencers

By: Bradley L. Jones

Library Reference: N/A

Amazon Link:

http://www.amazon.com/Web-2-0-Heroes-Interviews-Influencers/dp/0470241993/ref=sr_1_1?
ie=UTF8&s=books&qid=1224497652&sr=1-1

Quote:

“[Web 2.0] is all about giving a lot of control back to the


user and leveraging that infrastructure that we built
with “Web 1.0” to enable extremely rich experiences
now, that we couldn’t do back in the day.”

—Michele Turner

Learning Expectations:

1. To know who is Michele Turner?


2. To know more about Adobe System Incorporated.
3.To know what are the strength and weaknesses of this site among other site in the cloud.
4.To know the relationship of this site to web 2.0.
5.To know as well its functions that can offer to public or as to their markets.

Review:

From the very start that I know Adobe products or adobe applications, because I usually seen
most of it's environment and experience how to use it' functions. I know Adobe photoshop which is very
know until today because of it's features that allows user to edit something particularly photos , posters,
magazines and a lot more. It also allows user to create, explore and be creative enough in doing certain
projects through this applications. Next thing would be the Adobe Flash which has a features and a
functions that is somehow advance compared to movie makers, because it has a lot of advancement
compared to other applications that also allows user to create a movie file, or a video file and
presentations as well. Lastly the Adobe Acrobat Reader that allows to read files that is in PDF format.

Their other products include also Adobe ColdFusion, Dreamweaver, Flex, InDesign, Photoshop,
Premiere,Director, RoboHelp, and many, many more. The products cover a number of different
categories including design, publishing, developer tools, digital imaging, eLearning, web design, web
publishing, video, and audio. Few companies can boast a 98 percent penetration within a market. Adobe,
however, can with their Flash Player.

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Additionally, few companies are currently able to target both designers and developers
effectively, but yet again Adobe is succeeding. In the Web 2.0 space, this seems to have given them an
advantage. Adobe is a major player in the web space. When you look at some of what they have done as
well as where they are headed, it is easy to believe that Adobe will continue to be a major player.

According to them Web 2.0, which is user-generated content; content is king, giving the users a
lot of control, opening up APIs, opening up feeds and being able to bring lots of different content types
together to create new experiences. Those are the major things that start to define Web 2.0. That and
changes to the user interfaces. In summary, it is all about giving a lot of control back to the user and
leveraging that infrastructure that we built with “Web 1.0” to enable extremely rich experiences now; we
couldn’t do that back in the day.

We are on the edge of this very exciting time with these we benabled desktop applications.
You’ve seen the trend with widgets; full-blown applications that are significant and that are rivaling big
experiences on the Web that people aren’t expecting. Not simple media players.

At Adobe, they see themselves as the enabler of Web 2.0. From Creative Suite being used to
create so much of the content and the user interfaces on the Web, to our programming languages Flex
and ActionScript that are delivering RIAs, in the browser with Flash Player and on the desktop with AIR,

and by being the premier format for video on the Web with Flash, Adobe is a part of nearly every Web 2.0
experience today.

. That's why I do believe that soon in the coming years adobe company will be able to increase
and spread all their applications in the cloud in a way that it is going to be the most technology that has
been able to update itself so pervasively in the history of technology. And so talking about Web 2.0, and
you have to talk about how important user-generated content is to driving technology as well. It is all tied
together.

Learning’s:

 “All of this technology was there since Web 1.0, but the content wasn’t. Until we made the
content compelling, it really didn’t take off. Now with Web 2.0, it is about giving a lot of control
back to the user and leveraging that infrastructure that was built with “Web 1.0” to enable
extremely rich experiences now, that couldn’t be done back in the day.”

 “Flash Player is on 98 percent of all desktops worldwide. Adobe can update a new version, a new
rev, of the software to 85 percent of all desktops within nine months. It does this by content pull.
An RIA really provides a much more effective user experience and just makes the whole
p1rocess of getting through a massive amount of data so much easier for a user.

 “That is what is important about these technologies, whether it is AJAX, Flash, or Silverlight—
designers or developers are making the perusal of massive amounts of data so much simpler.”

 “Pieces of Web 2.0 such as user-generated content, better community support, better
personalization, the ability to go in and select what is wanted and to cull out all the stuff not
wanted—this is all being incorporated into the major sites today.”

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 The trends in the consumer space are towards much cleaner, more effective patterns and user
designs that are coming out of Web 2.0.”

 “The whole service-oriented architecture that has been invested in can definitely be seen driving
Web 2.0 into the enterprise. We definitely don’t see SaaS as a fad, but as where software is
going to a large degree.”

 “As much as we’d like to say Wi-Fi is everywhere, it just isn’t. Just look at how often your cell
phone fails. That is very mature technology and it is not consistent.”

 “Online/offline support is going to be very important for the foreseeable future. We are on the
edge of this really, really exciting time with web-enabled desktop applications.”

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95 Theses
Reflections

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Reychele Buenavidez
1. Market
s are Conversation.

If I’m going to define market as to what I’ve learned from my marketing subject before,
that “Markets may be any of a variety of different systems, institutions, procedures, social relations and
infrastructures whereby persons are coordinated, goods and services are exchanged and which form part
of the economy.” or in layman’s term is a place where you can find and buy goods that are available. And
also if were going to define conversation based on dictionary; is an informal talking together of two or
more people. And if were going to relate the two we can say that its true enough that markets are
conversation, because if we are going to observe, in the market a lot of different noise can be heard.
Because a lot of different conversations from different people are there in the first place.
Markets are conversation maybe because it’s part of a day to day conversation of the companies
who has or who owns their products to the specific markets, and so it’s a part, or it’s a part of their job or
their business to consider what market to take or what market to go into. Meaning market was always part
of a day to day lives of business man, business meetings, was part of the top management, or even
employees conversation on for example, what are the market demands of for today, what is the market
status etc.
Markets are conversations; maybe it’s because of its sometimes defined as the set of buyers
sharing particular needs and wants. “Sharing” can sometimes done through conversation/ talking
together.

2. Markets consist of human beings not demographic sectors.

It’s true that Markets are consist of human beings meaning people not demographic
sectors like hospitals, malls etc. Because they are the center of the business, mass, people, customers,
sellers, are what markets focused on, and not those demographic sectors. If your going to take a look at
the market, you will see, number one, are the customers in which one of the important element in the
business, because they are the start of the market, the start of the business, because market and
business are in them. Meaning without this kinds of human beings, business can no longer stay in the
industry or in the market. And without them there would be no profit coming into the business or into the
market because they are the source of money. And in the business / other thing in the business is just a
expense that leads to breakdown. That’s why one quote says “Customer or people are the profit.
Everything else is the expenses”.
Other human beings in the market were sales people which can probe customers to learn
more about their problems products etc. They can also adjust the marketing offer to fit the special needs
of each customer. They can also negotiate terms of sales, and also can build long term personal
relationships with the key decision makers. Other human beings are a supplier that provides you by the
materials. And intermediaries, those that help in promoting, distributing and selling your product. You can
also linked sales person as one of the intermediaries in the markets.
So its true enough that markets consist of a lot of human beings because they serves as
a actors influencing specific company’s ability to transact business effectively and perform effectively
within the market to its target markets.

3. Conversations among human beings sound human. They are conducted in a human voice.

As a human being we are aware, and we know how to distinguish sounds. And so if we
hear something that sounds like us human beings, then that’s not consider as a human voice. It’s not new
for us how voices of human being/people sound in a conversation. Sometimes it’s something that is true;
it’s something that serves as a basis of most business in the markets. Because it’s something that they
would like to listen with and something that they would like to hear, because to those voices in a
conversation between humans or they called in a marketing world “customers”, they could easily identify

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the needs and wants of their customers, so they know what needs to be in their product in order for it to
be patronized and continue to earn profit in the market.
Usually smaller companies hear those conversations; hear those human that are
conducted by humans. Why? It’s because they are closer to customers by default. That means they can
easily communicate or have conversation in a more direct and personal way with customers. And so with
how they communicate, it sounds human because they use familiar language instead of jargon. The site
and their product can have human voice instead of sounding like a corporate drone. Being small means
you can talk with your customers, not down to them. And so being simple can actually be a huge
advantage, especially when it comes to communication and conversation.
And so in connection with this theses, I do agree with this paragraph in the book
Cluetrain Manifesto that said “But learning to speak in a human voice is not some trick, nor will
corporations convince us they are human with lip service about "listening to customers." They will only
sound human when they empower real human beings to speak on their behalf.” Which really gives a
very good thought and explanation of the theses, “Conversations among human beings sound human.
They are conducted in a human voice.”

4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous


asides, the human voice is typically open, natural, uncontrived.

They say that people recognizes each other through the sound of their voices because
they know and they can identify as to what is the voice of a human being than to not. We also know and
aware that voices has a power in so many ways. It has a power to change something, a power to make
others believe, a power that is really unique when it comes to fighting what you believed in and a power
that could help others make their decision makings sometimes in good manner and sometimes in dire.
We also do know that everything is not constant and the only constant in this world is CHANGE, because
everything changes or everything will change and we cannot say in what way does this kind of change will
occur/ happen. While everything changes I do believe that one thing will remain as it is or will remain
constant and that is still the unedited voice coming from a human or coming from the person. But we
cannot deny the fact that it can be modular. And there will come a time that even my voice and your
voice, and voices of the people will be mixed and can be mingle with other people, maybe in a more
unique way or could be in a new way.

And so if were going to analyze whether a voice of a person was delivered in the manner that he/she was
joking, explaining, complaining, dictating etc. still you would see that individuals do speak do expresses
themselves and their voices in a unique, simple, natural, open, sincere, pure or anything that is
uncontrived. And so I want to share this quote in connection with this these: "Speak clearly, if you speak
at all; carve every word before you let it fall. --Oliver Wendell Holmes Jr. (1809 - 1894)”

5. People recognize each other as such from the sound of this voice.

Human voices as they say are consist of sounds and truly made by them. They used this
not only to hear what they want to express or to hear what they want to talk but also for them to
recognized by others. Like what I’m saying in the previous theses of “Whether delivering information,
opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open,
natural, uncontrived” people recognizes each other through the sound of their voices because they know
and they can identify as to what is the voice of a human being than to not. And this recognition happens
mostly in form of communicating or communications.
And so we formally focused on our voices the human voices because we most often and
most naturally use our voices to communicate our different ideas to others in our immediate environment.
Sometimes people do communicate in different way because there are lots of ways of today on how to
communicate and be recognized, because the way of communication of today is high-tech. That’s why

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sometimes people do communicate through e-mail, voice mail and there are still on snail mail. Others do
communicate through telephone, cell phones and even through face-to-face. We all know that voice of
humans have different sounds/tones some have husky voice, some have thin voice etc. And so
sometimes we are encountering confusions when it comes to the voices of others because there are
times that voice of a person change as they grow or even sometimes because of the gadgets that we are
using nowadays like telephone, cell phones etc, because sometimes it affects on how we speak, meaning
sometimes we have different voice in phones unlike when we speak in a face to face manner…that’s why
sometimes people do have problems when it comes to recognition of voices.
Voice recognition is "the technology by which sounds, words or phrases spoken by
humans are converted into electrical signals and these signals are transformed into coding patterns to
which meaning has been assigned" [ADA90].

6. The Internet is enabling conversations among human beings that were simply not possible in
the era of mass media.

We do know that Internet/Web gives a lot of importance nowadays specifically in this


generation, because now we cannot deny the fact that Internet/ Web was typically or essentially the
human expressions already. In every scenario and in most cases what makes it interesting to everybody
was not only what the content it has but also the fact that it includes a human voices which we can say a
part of all the context of human life. That’s why it’s true enough that it’s not just simply machine to
machine to machine transactions of data because there’s a lot more that really involves on it. There are
thousand of web sites but not all of them are exciting, because what’s exciting is the ability of people is
involved, their ability to talk or to communicate to other people using their own voices, and this is through
being online on the net itself. That’s why in order for the web/ internet to work their must be an
involvement of individuals who are willing to express themselves to it in ways that they want.
That’s why its true that there’s no single individual could possibly talk in thousands in a normal
conversation; internet is there to encourages people not only to interact with the computer (with net) but
also interact with others as well. Because of this many people today were deeply engaged in
communication with each other and now defy traditional notions of time and space and are linking people
and ideas all over the world.

7. Hyperlinks subvert hierarchy.

According to some books that I’ve read before, Hypertext are those of software
technologies for multimedia presentations. And so by definition, hypertext contains only text and limited
amount of graphics. It is indexed by software links so that they can quickly searched by the reader. For
example, if you’re going to analyze, when your using graphic package using Microsoft PowerPoint, if
you’re pointing and clicking your mouse on the underlined term on a hypermedia document, noticed that
your computer automatically or may instantly bring you up to another display using text, graphics etc. “It is
developed by using software packages that rely on specialized programming language like Java and
Hypertext Markup Language (HTML), which creates hyperlinks to other parts of a document or to other
documents. Hypertext documents can thus be programmed to let the reader navigate through multimedia
database by following a chain of hyperlinks through various multimedia files. The websites on the World
Wide Web (www) are popular example of this technology. Thus, the use of hypertext software in web
browsers and other programs provides an environment for online interactive presentations.”
Hyperlink subverts hierarchy maybe for the reason that, or it has something to do with the
existing hierarchies are in fact being subverted by the Web. And if were going to take a look at it seems
hard to evaluate and understand for the reason that it such a broad statement that is hard to analyzed.
And so in connection with, there is a continuous change in the business and in how it behaves and also
the he role of the mainstream media. And nowadays there is also appearance of new hierarchies in
various web domains and its significantly different sorts of hierarchies; “Even if hyperlinks result in future

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hierarchies, I believe the ones who created them (the people) will just as easily remove them, if they end
up counter to the public interest. The hierarchies that are most threatened are existing structures, for their
pecking order is usually determined by some form of protected knowledge or other access, and
increasingly, people are seeing this for what it is: self-serving.”

8. In both internet worked markets and among intranet worked employees, people are speaking
to each other in a powerful new way.

Words are traditionally reserve for momentous occasions that may ring true and indeed
inspirational. But these words serve as an instrument of enlightment , the messenger of our thanksgiving ,
reflection of hope, and may unveil the essence of brighter potentials. Imagine if you’re going to say or
hear these lines. Isn’t it powerful enough? Isn’t it very encouraging?
Our society was full of people talking or having a conversation to each other. They are speaking
to each other, and if you’re going to ask what their topic is or what they are talking about or speak about,
it’s a lot, and it was all different topics. If we can observe, we all talk, we all speak, and people talk and
speak in a way they want t, in a way they feel to. There are people who talk/speak fast way and even in
slow manner. They talk/speak sometimes in a low and in aloud voice depending on their emotions. But
what ever it was and how it was executed its all that they are speaking to each other in
different purpose and also in a powerful/ influencing way.
Why? Maybe it’s because we want to speak or to talk to other people not only for the sake of just
having a conversation, not just for talking, but also for the sake of having fruitful conversation and for the
sake of those people who want to influence others , want to exchange ideas to others. Because its true
enough that it takes hard work and proven results to be able to influence others to follow you to believe in
you or even to listen to you, but only when you have others following you that you can claim you are
leading for leaders, and that you can claim you are talking/speaking with sense to other for normal
individual; otherwise you are only walking.
That’s why even though you’re in an internet worked markets or even your part of the internet
worked employees, you both can or speaking in a powerful way because you want to make sense in
whatever thought you want to share or to convey to other people.

9. These networked conversations are enabling powerful new forms of social organization and
knowledge exchange to emerge.

Conversation and communication are connected to each other in a way that conversation
is a way of communicating also; in both sides people are involved to it. In communication or in
communicating rather, a goal has to be translated into a message and that message has to be
communicated well to others. An so in relation to networked conversation, it’s powerful in a way that it is
conducted in a modern way of having conversation to others, because we are using technology, actually
new form of technology when it come to having conversation and communication to other people. No
matter how far they are to us. That’s why it’s also building new form of social organization online, actually
a modern type of social organization. And since were living in technology today, we are also
communicating or having a conversation to others with technology in our side, or using technology, like
what stating in the previous sentence. And so, that’s why it shows also a powerful knowledge exchange
and more over it really and continuously emerging. Networked conversation reminds us and thought us
again that in communication accuracy, simplicity and clarity is the key not only to have/ having good
conversation but also in exchanging knowledge to others for it to continuously emerge.
Accuracy in a way that what you say is true and you convey it with conviction and a great
sense of credibility. Simplicity in a way that when you want your message or a message to retained in
minds of who was talking to or who we is talking with. And clarity in such a way that you think about of
others, the language to use for them and the kind of questions they might ask and should be answered.
Meaning network conversation enables us to communicate effectively, in which there is appoint in leading

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and communicating because an effective and powerful conversation and communication as well requires
your or our ability to share what you think and fell about the environment, the situation and the people as
well.

10. As a result, markets are getting smarter, more informed, more organized. Participation in a
networked market changes people fundamentally.

Since I’ve starting the book Cluetrain Manifesto I’ve always l like the idea of being joined in
conversation. Companies today are getting bigger not only in way that there are lots of establishments
rising from our society but in such a way that all of them are getting advance and competitive in a higher
level because of the condition of markets today. But still there are companies that don't realize their
markets are now networked person-to-person, getting smarter as a result and deeply joined in
conversation are missing their best opportunity.
“ In a similar way, Funky Business states that:
"Today people can and want to be independent (...) We should consider ourselves as brands (...)
People want to be employable, they update their knowledge to result appealing to their bosses"

"Individual competition= what one knows X who one knows"


Individual knowledge and network as the basis for business, pillars also of the new Internet and the end of
traditional corporations as we know them. A company would be similar to what we currently know as a
project, and in this picture, an employee would be what a company is nowadays. As a result of that, and
with the fast spreading of knowledge and network using the Internet as an optimal channel, business
processes within a corporation would be as efficient as a perfect competition market. Bottom up efficiency
that will be also apply to customer relations, products and services. “
And since technology are getting wider and getting advance, people were trying to adopt
whatever changes in whatever changes that technology has. And the more it changes, the more it gets
wider demographic sectors as well people were continuously and simultaneously riding and adopting.
That’s why a lot are getting smarter getting informed and a lot are organized specially markets, and so
that’s why also a lot of people are participating because no one wants to live with the environment that
has no capability to adopt to what’s future and change brings.

11. People in networked markets have figured out that they get far better information and support
from one another than from vendors. So much for corporate rhetoric about adding value to
commoditized products.

We all know that it takes hard work and proven results to be able to influence and make
us believe for something. Because we individually wants to have proofs before we try or buy something.
And this kind of instances or chances can be encounter to different markets. Why? Because if were going
to observe the behavior of vendors specially the people, buyer, or consumer they have this kind of
attitude when it comes to buying a specific product, they to like first ask some one which can be their
neighbor, their friends or their relatives if that kind of product was really effective or reliable enough that it
can meets their demands specially their needs. And sometimes they try to ask their co-consumer about
the products and so they have started conversation and exchange of ideas within that kind of products.
So, with this kind of conversation people get to have this kind of idea and conclusion
sometimes that they get enough and better information with the person that also experience what they
already experience. And through this they are building not just a conversation but a conversation that is
genuine, fruitful, and reliable enough that can be their basis when it comes to their decision makings.
That’s why we cannot deny the fact that people do believe to what they convey to others
because they know that, that kind of experience was more and true enough than what a corporate was
saying. It’s just like what the other these were saying that corporation’s doesn’t speak as what people
does.

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12. There
are no secrets. The networked market knows more than companies do about their own
products. And whether the news is good or bad, they tell everyone.

In a company we’ve noticed that they have their own strategy on how they will be running
their company, how to handle their employees, and how to market their own products. They their own
conversation about their status, their products, their manpower etc; In which people don’t even know on
what is it all about. And so meaning people do only know that this product is from that company but don’t
even know what conversation they have with that product. But companies can know how this product was
working to people, or how was it to people.
Why? Because through open market or through networked market people are often and
free to have open conversation and exchange of information because that’s what they want an open
communication that can make the corporation or the company connect to people or to it’s consumer in a
way that they can get their feedback not only to their company but moreover to their product.
I do believe that it was a good thing about the networked market. Why? Because they
can openly have their own conversation, their own communication in a most genuine and fruitful way of
executing it, and of course letting it heard by the corporation or by the company in order for them to know
about the fields they need to improve and maintain, of course for the effectiveness, efficiency and
performance of their company to market.
And so to sum up, because of being open of the networked market companies do get
information about the performance of their product to market through the conversation and
communication that executing by the people or by the consumer in the market. That’s the conversation in
the networked marked was consider powerful and genuine because event though the news is good or
bad they convey all information to everyone.

13. What's happening to markets is also happening among employees. A metaphysical construct
called "The Company" is the only thing standing between the two.

Nowadays cost of living is a matter of issue because as years ago by, the cost of living
gradually increases, making most Filipinos suffer from poverty. The cost of living is highly affected by
what we call “Market”. It is a place where buyers (consumers), who demand goods or even services, and
sellers (suppliers), who in turn provides for the consumer’s need, meet.
It is a fact that that many Pinoys are unemployed or underemployed. This is part of our
country’s population is greatly affected the changes occurring in the market. As we have observed, not
only unemployed people are affected but employees as well. A person, whether employed or unemployed
is significantly influenced by the events happening in the market.
At different time’s intervals, most market has progressive and declining stages. So if the
market tends to slow down, the country and its people, most specifically its employees also tend to slow
down. Meaning, the market’s turnouts is the same with what is occurring to our employees. For example
when the inflation rate increases (price of goods in the market), meaning the market is somehow
unprogressive, the workers ma experience nominal decrease in their financial capability to support daily
expenses so they may request for increase wage. Inversely stated, when the market is stable, then the
employees and employment rate is also stable. Actually establishing direct relationship between the
market and employees is quite difficult. So to further explain their relationship, the introduction of the
Metaphysical contract called “Company” is necessary.
A company maybe a corporation, a partnership or any form of business; These firms
needs employees and workers for them to meet their objectives, which is to be profitable. A company like
mediator, which has a direct relationship with a market, simply because firms are the active participants in
the market. Additionally, market with few firms or companies, it would have a declining effect. That’s why,
a competitive market means that it contains competitive. Companies where skilled workers can find if due
to unforeseeable events, the market declines, one remedy is to increase prices of goods as stated earlier.
When this happens, the companies may terminate employees or temporary decrease their compensation.

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Inversely when the market progresses, employees are proved to be benefited their companies may
increase production which needs many human resources and increase in compensation and benefits their
ability to comply their daily expenses are parallel with markets improvement.
A company’s action depends on market fluctuation which directly affects its employees.
This only means that whatever happens in the market affect s the employees whether the two are being
connected or compared directly or in their commonality that is through companies.

14. Corporations do not speak in the same voice as these new networked conversations. To their
intended online audiences, companies sound hollow, flat, and literally inhuman.

Corporation and net workers are different when it comes with talking about their business
to their intended audience. Corporation often speaks formally and in a professional manner. They used to
sound hollow because sometimes they have to be impressive to the other professionals and people who
are hearing then through using flowery words that are flat literally in human also these formal and
professional conversations make them appear unbelievable and irrefutable through using visual analysis
and other statistical basis. Moreover, if there is any vague understanding in the information, the audience
can asked it personally and see how they react and explain it further.
However, networked conversation makes it easier to the audience. First of the
advantages is that, less effort is needed than seeing the companies personally. They can just simply site
in the website and log in. Another advantage is formal or professional conversation are not necessary
therefore it’s easy to understand their conversation because they can also use whatever language they
want as long as the net worker can understand or translate it. Online audience, finds it more
approachable in networking in regards with asking question. Any private conversations can kept without
the other audiences knowing it and from their, networking conversation is low cost.
If were going to take a look at and compare difference between voice of companies to
those voices who are involved in the networked conversation we can say that they are truly different from
one another, in a way that corporation thinks as a corporation that’s why conversations are different while
voices from network conversation sounds, formed and shape by those genuine voices of people which is
powerful than or compared to a corporations.

15. In just a few more years, the current homogenized "voice" of business—the sound of mission
statements and brochures—will seem as contrived and artificial as the language of the 18th
century French court.

In connection to this theses just want o share with you the blog from technologyreview.com, an
article about SUN MICROSYSTEMS.
Sun Microsystems: Blog Heaven
Hundreds of Sun employees write weblogs about their work. Does all this chatter add up
to better business?
"Markets are conversations," announced the famous New Economy screed The Cluetrain
Manifesto, published in 2000. The manifesto's theme is that the Internet allows many more such
conversations -- but that they are only valuable if they are conducted in an authentic human
voice. "In just a few more years," the mani-festo warns, "the current homogenized 'voice' of
business -- the sound of mission statements and brochures -- will seem as contrived and artificial
as the language of the 18th-century French court."
Many dot-com nostrums are best forgotten, but the idea that honest, unfiltered conversation
between companies and customers might actually be good for business lives on -- and, in fact, is
being embraced by dozens of large firms, from Microsoft to Maytag. To the degree that open
conversation does happen, it's happening largely through weblogs, or blogs. In their first
incarnation in the late 1990s, blogs were mainly personal online diaries, repositories of their
authors' daily experiences, passions, and frustrations. But over the past year or two, a new kind

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of web-log has emerged: the employee blog. Maintained on company servers and open to the
public, these blogs are used by many high-tech workers for debate, free association, and
collecting input about projects……………………………..”
It’s sad to see an occasional small company—off to a good start at first—forget its roots and spew
“self-important jargon” of producing the best-in-the-world product; hiring a team of “industry experts” and
summing up their total experience years into some arbitrary number; “professionally promoting unique
information to exceed customer expectations,” etc.
Ninety six years of combined experience? How do you slice it? And most important: what’s in it for me, a
person on the outside of your business? You got it—nothing.
The more you talk about yourself, pad yourself on the back, and beat yourself in the chest, the less I want
to listen. Or, as a corollary, the more I get pissed off at your ramblings.
I’m hoping more and more companies finally understand they need a human voice. People have learned
to gauge corporate BS quite well. “Business as usual” doesn’t fly anymore. And that’s a good thing!

Reference: (see whole article here)


http://www.technologyreview.com/article/16266

16. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no
longer speaking to anyone.

In advertising, most of the companies use the creative pitch which is commonly referred to as
“dog and pony show” Dog and pony show was a colloquial used in the United States in the late 10 th and
early 20th centuries to refer to small travelling circuses that toured through small towns and rural areas.
The names obtain from the typical use of performing dogs and ponies as the main attractions of the vents.
The show itself and the performance of the characters were typically held in open-air, such as race tracks
on municipal parks and localities that were too small or remote to appeal the main tent of circus
performances. In the last part of the 20th century, the original meaning of the term has largely been los.
More recently, smaller areas of the mid-western United States have come to know the term as “horse and
pony show”
The term has come to mean any type of presentation display that is somewhat pitifully contrived
or overly intricate, or put or for purposes of gaining arrival fo9r 17 program, rules and regulations etc. It is
often used in the business to describe the period immediately prior to the initial public offering of a stock
issue when the company’s management travels extensively around the country to personally present their
business to potential investors and thus attempt to make interest in purchasing shares of the company. In
the service industry, it is a action meant to show the customer what he wants to see or to the so called
antiquated method find not what he needs to know in order for him to maintain a position of privileged or
favor.
The term “the dog and the pony show” is not widely accepted in other areas of the country in the
earliest period. Nowadays companies taking same pathways in the road of business are no longer
employing the program in their operation because of few valid reasons and some management purposes.

17. Companies that assume online markets are the same markets that used to watch their ads on
television are kidding themselves.

In this generation we know and we should know that marketing is still marketing. Because if were
going to take a look the market itself we can still see and we can still say that Social media has this kind
of capability to change the ways or strategies of the companies to communicate to it’s consumer,
customers, or to its audience, it also gives chances, in a way that it allow business to join in the genuine
conversation of the markets through listening and at the same time getting feedbacks to their most
valuable resources which is non other than their consumers.

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And so through this or through it they see their markets and their business/companies as well
communicating with complete transparency. But how does really these can be integrated with more
traditional online communication approaches? “It examines online markets, clarifies the issues, and
shows you how to jumpstart your use of the web as a vehicle for building profitable relationships “
So to these theses, we can say that it provides or it tells us that if companies involved in an online
markets it was also that same market that usually watch their ads on television. And it’s true enough!
Why? Maybe it’s because they are those companies who wants to have this technical,
transparent and easy conversation to their audience as well as to their valuable customers. And of course
a company who is involved and assumed this kind of online markets, they want to rate or to evaluate how
was it going or how was it working with the market itself. That’s why I don’t have any idea on why this
book says that a market that used to watch their ads on television are “kidding themselves” I don’t see the
connection from now.

Reference:
http://209.85.175.104/search?q=cache:irVBbU9Oq5YJ:www.britefire.co.za/ProductInfo.aspx
%3Fproductid%3DBM-
NBMT+Companies+that+assume+online+markets+are+the+same+markets+that+used+to+watch+their+a
ds+on+television+are+kidding+themselves.&hl=tl&ct=clnk&cd=4&gl=p

18. Companies that don't realize their markets are now networked person-to-person, getting
smarter as a result and deeply joined in conversation are missing their best opportunity.

For me the main issue with this these was the value of feedback and conversation specially the
voices to those conversations in the markets. Because its true enough that if you don’t see any value from
those voices and conversations in the market your loosing the opportunity. And those opportunities may
be or can be your competitive advantage to other companies. It says “best opportunity” maybe because
what you can hear from them specifically from your customers or from those of your consumers will be a
great key and the best opportunity for you to continue and develop your companies or business efficiency
and effectiveness to the market itself. Read this article:
“Feedback is a process of mutual communication and reciprocation between employers and
employees. It depicts the pulse of the organization. In most IT organizations employee feedback is a
scientific process. It is done at various levels—before implementing a new policy or announcing
promotions. Many consider employee feedback as a diagnosis of a company. The entire process of
feedback—involving the design, analysis, implementation and chalking out of action plans—are handled
in a scientific manner.
A few companies are comfortable designing their own feedback process, while others conduct these
surveys through various employee feedback tools available in HR packages, and also take the help of
external HR consulting firms. The Q12 Questionnaire offered by Gallop, Engage-ment Study by Hewitt,
and Great Places to Work by Grow Talent is some of the key feedback tools used by many organizations.
Various kinds of information can be captured through employee feedback. At the company level, it could
be awareness about the organization’s financial status, its global strategy, whether the company has
become a better place to work, about team spirit, etc. Within the job it could be variety of work, quality of
work, and role-play. If it is about personal development of an employee, it could cover training needs and
the resources available in the organization. Eventually, feedback is required for any communication.”
And I do agree to what information and idea it provides to all companies and businesses in the
market, because FEEDBACK really gives chances and best opportunities for CHANGE.

Reference:
http://209.85.175.104/search?
q=cache:ffDO7Ugbbv4J:www.expresscomputeronline.com/20050606/technologylife01.shtml+importance
+of+feedback&hl=tl&ct=clnk&cd=1&gl=ph

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19. Companies can now communicate with their markets directly. If they blow it, it could be their
last chance.

In today’s scenarios, since technology gives a lot of impact to those demographic sectors
especially to those companies and business in this society or even to this country. Now many forward
looking companies have recognized the opportunity to talk to their customers because they know that if
they’re going to blow it they lost the chance as well as the opportunities it offers.
Companies now do directly communicate with their markets, maybe because I think it’s through
the social media (networking). Many businesses are starting to see the public relations potential of the
chat room and are adding chat capability to their sites as a way to communicate with customers directly,
besides developments in the chat room phenomenon itself.
Now just want to share some passage from this article that shows and gives a lot of information
on why companies must communicate directly and at the same time must not blow the chance of
communicating directly to market.
If a company has a site representative, for example, the rep can provide customer support on the
Web via text or voice, answering questions as people shop and expanding a real-world business practice
into cyberspace."
“In February Catherine Valenti reported on ABCNEWS.com that according to The Cluetrain Manifesto, a
new book from high-tech industry insiders Rick Levine, Christopher Locke, Doc Searls and David
Weinberger , "Companies can now communicate with their markets directly. If they blow it, it could be
their last chance...businesses must adapt to the quick, new forms of communication the Internet provides
if they want to survive."
She cites an example from the book of a conversation from an angry owner on a Saturn newsgroup. The
man had complained about being given and then charged for services he didn't ask for when he brought
his car into a Saturn dealership for an oil change. Other Saturn owners who had experienced similar
situations also wrote in.
The online audience was eventually addressed by a Saturn mechanic who explained the company's
policy on maintenance service to the group.
Valenti further reported that by doing this, Saturn had essentially responded to the fast-moving Internet
conversation but according to the book, many other businesses haven't been as successful at responding
in similar situation
She wrote, "Companies can no longer stick to their old-fashioned marketing tactics when there is a whole
world of people out there having discussions about them over the Internet, the authors argue."………….
And so Companies must ask themselves where their corporate cultures end.
If their cultures end before the community begins, they will have no market.

Reference:
http://209.85.175.104/search?q=cache:4atil-Qrpw4J:www.the-surfs-
up.com/news/news2p1.html+Companies+can+now+communicate+with+their+markets+directly.
+If+they+blow+it,+it+could+be+their+last+chance.&hl=tl&ct=clnk&cd=6&gl=ph

20. Companies need to realize their markets are often laughing. At them.

I don’t’ really have ideas on what’s really the meaning of these theses. What I’ve only understand
is that a company or even an organization needs to have this kind of idea that markets needs to be
understand. That companies as well must have join to the conversations that’s happening to the market
itself in order for them to know that not all the time markets are not laughing at them, because the truth is
“markets are often laughing at them” like what this theses tell us.
Markets are laughing maybe because for some obvious reason sometimes that they did some
actions or implementations those markets feels that it’s not a big thing….or rather it’s a wrong thing. And
it’s true enough even in our normal life as an individual we don’t see those people or individuals who

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laughs at us at our backs because we do know that they only laugh when we talk to them face to face.
But the truth is, and we cannot deny the fact that they can laugh at us or they do laugh at us for some
reasons.
Now I’d like to share this article that I’ve read from the net, that has really a relation or a connection to this
these. This article was entitled. Sony and the Blogosphere: Missed Connections.
“ Sony and the Blogosphere: Missed Connections
March 6th, 2007 · 2 Comments
“Companies need to realize their markets are often laughing. At them.”
20th of 95 Theses from the Cluetrain Manifesto

Sony has come under much scrutiny in the past year and has illustrated that they do not understand how
to communicate on the Web as we know it today. They have been also been the subject of many blog
posts regarding their products, hacking them, reviewing them, attacking Sony practices, and much more.
Sony has often taken a strong arm approach to dealing with information they do not want shared, and
they have taken an even stronger approach to users modifying their hardware, or criticizing their business
practices. To highlight these problems I will further discuss Sony vs. Homebrew on the PSP, Sony and its
Rootkit, Sony vs. Kotaku, and Sony vs. blogs on the PS3.”

Reference: (see whole article here)


http://www.imjosh.com/2007/03/06/sony-and-the-blogosphere-missed-connections/#more-640

21. Companies need to lighten up and take themselves less seriously. They need to get a sense of
humor.

They say that as presenters don’t take your self seriously because it might cause their audience
serous too that makes the conversation or discussion boring. And so sometimes it’s recommended to add
some humors to the discussion to make the audience alive and enthusiastic all the time during the whole
discussion.
And so what I’ve understand to this these was, Companies need to lighten up and take
themselves less seriously. They need to get a sense o humor. Why? Maybe it’s because the idea of
transparency seems to be taking off right now. The Cluetrain notions of these theses: “Companies need
to lighten up and take themselves less seriously. They need to get a sense of humor”.
“Some companies are great at transparency. But only when secrecy isn’t an inherent mandate”
“But maybe this idea of transparency is different from my interpretation. Maybe it means that companies
are reactively honest when the market asks questions, but that doesn’t feel right. To me, transparency
feels like an all-or-nothing proposition. It seems like it’s a decision to proactively initiate a discussion with
a market to build trust and a relationship rather than just admitting the truth when pressured.”
“The only way to true authenticity is when it is based on an individual’s core, unique quality, a quality
shared by no other. Then a business has a truly unique niche that another cannot duplicate because they
will never possess the core specifics necessary. It is possible to build these intrinsic into a company by
using those qualities possessed by the founders and managers of a company.”
I do believe and I do agree that in order for you to build trust and relationship to your market is
true wholeheartedly and honesty answering their questions and keep going in to their conversation,
because remember conversations in the market are powerful and conversation in the market are genuine.

Reference: http://blogstring.com/2007/08/15/transparency-vs-authenticity/

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22. Gettin
g a sense of humor does not mean putting some jokes on the corporate web site. Rather, it
requires big values, a little humility, straight talk, and a genuine point of view.

It’s true enough that not all the time sense of humor includes or putting some jokes; make people
laugh and the like. Because this would also mean, describes and understands as “value”, value in the
sense that it creates truth ness to something.
And so in relation to this thesis that says that “Getting a sense of humor does not mean
putting some jokes on the corporate web site rather, it requires big values, a little humility,
straight talk, and a genuine point of view
“Having effective marketers on the supply chain executive team is critical to a company's growth and
prosperity. Without big values, a little humility, straight talk and a genuine point of view, your company
might enjoy short-term gains but will struggle with long-term viability
Exceptional marketers build an organization around big values, a little humility, straight talk and a genuine
point of view. Marketing does not support the organization. The organization supports marketing. What
we -- your market -- have wanted all along is to be treated with respect and to be connected to other
people. Thanks to New Marketing tactics like blogs and YouTube videos and the like, it's easier than ever
to give us what we want.”
I wonder at first how true this thing is. But later on I’ve realized that it’s true enough that “people
want to do business with people. And right now jargon-laden communications, online brochures disguised
as Web sites, and fear of the new stand in the way. Having great marketers running things would make all
the difference.”

Reference: http://www.businessjuice.com/

23. Companies attempting to "position" themselves need to take a position. Optimally, it


should relate to something their market actually cares about.

This thesis as what I’ve noticed do relate to the 24 th thesis saying that “Bombastic boasts—"We
are positioned to become the preeminent provider of XYZ"—do not constitute a position.” And so
this states that the number one preeminent provider of the XYZ of the consumer was the market. It simply
reminds the marketers as well as the whole market that if they want to attempt or to accept position they
must be in line with what the consumers wants and with what the consumers need.
Maybe one of the reasons is because consumers do want markets that relates to them and that
markets that do join to what they convey to one another. Because most of the consumer believe that if the
companies do really know on what their markets cares about they do also know they have this clear
conversation and connection not only in terms of needs and wants but also to what are the
consume/markets expectation to the products and services that company will going to show or will going
to sell to them.
To this thesis the “word” position for me means “being a provider” provider that truly relates for
people for market and just for people and for market. It’s a position for me that gives the consumers/
customers in the markets a benefits and importance by those companies who wants to have and
attempting to have this so called ‘position”.
That’s why I do believe that getting a position or having a position like this is not that easy,
because you have to consider a lot of things, just like having a decision to a certain situations

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24. Bombastic boasts—"We are positioned to become the preeminent provider of XYZ"—do not
constitute a position.

We are born in the place where there are lots of people, people whom engaged into business and
who are into business. In short we are born, and we are all here where markets and business exist in our
lives. And through enough we are aware that they do want that position, they do also know that position,
and maybe they are destined to have that position.
In out family the preeminent provider of children’s food, clothes education etc. was the parent. In
our country the preeminent provider of laws, security etc was our government. And when it comes to the
preeminent provider of products and services to the consumers was the market, the business as well.
And so in connection to this thesis what I want to point out in this thesis saying that “Bombastic boasts
—"We are positioned to become the preeminent provider of XYZ"—do not constitute a position.”
“We” for me stands for the market itself while the line “preeminent provider of XYZ” was also the market
itself who provides lots or different products and services to the changing consumer in the market.
And in relation to this, since we all know that market was the number one preeminent provider of
what we need and what we want as a consumer and they are positioned to be the provider, so it means
that they are not constituting or in layman’s term establishing positioned for consumer because the truth is
they are really positioned by the consumer to be the preeminent provider of products and services for us
consumers in the market.
And so bottom line would be: Not all demographic sectors/business are positioned to be a
provider, because some are constitute or establishing a position for themselves which sometimes not
good while they are in the market. That’s why this thesis says this line “Do not constitute a position”.

25. Companies need to come down from their Ivory Towers and talk to the people with whom they
hope to create relationships.

Ivory Towers as what I’ve understand is a place where companies reside or where companies
where into, or companies do usually do their works. And to this I really want to point out that I do really
agree; and that companies in order to achieve and trace success to their business must go down to their
ivory tower and extend their arms, to talk to people, and create personal relationship to it. Because
talking, building/creating relationship to people or even to market itself is like listening to not only to the
needs and wants of the people, of the market but also listening to the heart, to the cues/keys that would
help companies to built products and services that came from people and more importantly for people.
Listening to people/market was also start getting the pattern as to what people/market usually
want to buy or want to have in the companies’ products and services.
And so this reminds us the value of customers and customer satisfaction
as well. Customer value by definition is a benefit that the customer gains from owning and using products
compared to the cost of obtain product. And customer satisfaction by definition also, depends on the
products perceived performance in delivering value relative to a buyers expectations, and if were going to
recall based on the marketing concept, customer value and customer satisfaction are closely linked to
quality and total quality management in which an approach of constantly improving the quality of products
and business process.
And so it’s true enough that a companies must create, maintain and enhance strong value lade
relationship with people/customers and other stakeholders. Because creating, delivering and
communicating superior customer/people value is always the key for a company or for a business to
achieve success.

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26. Public Relations does not relate to the public. Companies are deeply afraid of their
markets.
When I read the or even hear “public relation” or “PR” what comes first in my mind was
“marketing” because according to the marketing concepts public relation is a part of promotions that build
and improve customers demand and so also use to offer positive images of the company and the brand.
And since marketing states that it was or that was “public relation”, but honestly I got confused to what
this thesis states or refer to that “public relation does not relate to public” because for all the time I do
believe and I do agree that public relation as part of marketing communication mix was important and
really gives impact to companies, and do relate to the public, since it’s “public relation”
And so what it maybe wants us to realize is that public relations of a specific companies doesn’t
really mean that they are closer to public, that they are closer to people. Because there are times or there
are instances or chances that they do think things for people and just for people. But those things
sometimes do not / does not relate closely to people or to public as well. And so maybe this was this
thesis wants us to analyze; if companies public relations do really help their business to get closer and do
get related to people, to market or to public.
And about “companies are deeply afraid of their markets” maybe for the reason that companies
do based what they do in terms of products and services they built, their processes, their practices, their
promotions etc. Because most companies believed that market is powerful, markets do give a lot of great
impact to the business of the companies. Because if markets get bored, if markets get down, and if
markets get ignored or rejected by the companies or by business it would affect the internal and external
process/part of the company.
To this thesis what I’ve learned is that as a company or as a owner of specific kind of business
we don’t have to be afraid to our market as long as we know how to go down with them, as long as we
know how to deal with them, to communicate with them, to build relationship with them etc. Because
that’s the best way or the best thing to do, for us to say that we do relate to people we do relate to market
it self and we relate to public as well.

27. By speaking in language that is distant, uninviting, arrogant, they build walls to keep
markets at bay.

Based from the past thesis that I’ve encountered one says that “whether delivering information,
opinions, perspectives, dissenting argument or humorous asides, the human voice is typically open and,
natural, uncontrived.” And another one says “People recognize each other as such from the sound of this
voice.” These two connects to this thesis saying “By speaking in language that is distant, uninviting,
arrogant, they build walls to keep markets at bay.” And so meaning talking to people are not just
going down to ivory tower because talking to people, listening to them, hearing what are they’re needs
wants and expectation to market must have this kind of language that would connect, interact and
communicate to everybody in a very large/wide range of scale.
Maybe this was one of the reason why those unsuccessful business in the markets do not
succeed in managing their own business because they don’t know how to use the language of people
language that even in a distant can invite and can welcome a large number of people specifically
customers. That’s why through not using the so called “Language” they don’t know that they are start
building walls between people and their business.
So now in today’s situation or scenario we can say or we can observe that business or most of
the business in the markets do know that they have to speak or to talk in a language that can understand
by lot of customers/consumer and can even in the distance invites, and does not sounds arrogant in order
for them to not build walls between them and to people and to market as well. Because as a business
they have to maintain and continuously build profitable relationship to their consumers because we do
know and they do know more that every consumer/customers is a profit while everything else are just
expense.

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28. Most marketing programs are based on the fear that the market might see what's really going
on inside the company.

In a marketing world they say that it’s stressful but truly enjoyable, maybe because one of its job
or purpose is to manage profitable customer relationship through attracting new customers and retaining
and growing current customers. And their other job that maybe nit seen by all is that creating programs
that are based on the fear that the market might see what's really going on inside the company. To this
thesis what I do understand is that markets success is directly dependent on their customers/consumers
value and satisfaction, responsive on the needs and wants of their consumers and its true enough that
these are all affecting the retailers of today.
Most of the businesses today have become more consumers oriented because they do believe in
the marketing concept which states that “the belief that all business activities should be geared toward
satisfying the wants and needs of the consumers.” And it’s true enough that this marketing concept
cannot be applied or cannot be implemented and consumer satisfaction cannot be obtained without
planning. Planning which includes strategies and programs that will able to apply and share to different
consumers in the market.
And so I do agree that all companies who have marketing departments should based all their
marketing programs to their consumers and more importantly in the big picture that they think that might
happened in their company. It’s important in the sense that companies know how to deal with the trends
in the market of course as seen through their marketing programs which may ring through and indeed
may lead to achieving success.

29. Elvis said it best: "We can't go on together with suspicious minds."

Honestly I’m not familiar with all so songs of Elvis Presley but I do know some. Anyway I don’t
think there’s anybody in the history of music that has been able to really sort through the complex
emotions in a love affair like Elvis Presley. And as he says, “We can’t go on together with suspicious
minds...” Yes, we can’t go on together with suspicious minds, can we? So it’s time for some straight
talk. It’s time for us to really get together around the issues that bring us together and the issues that
divide us.
I want to share this article to you that truly connects and relates to what this thesis trying to say
for us one of the consumers and customers of the business in the market:
“Let’s face it. It’s been a buyer’s market for a long time, but I think for all of us, we
should celebrate the fact that there is advertiser demand. The flood waters are
arising. We are going to have a lot better times ahead. The truth is that the world that
we build, the practices we put into place, the relationships we put into place, the rules
that we set together, the policies, the relationship that we have that we define today
is going to stay with us for a long time.
So let’s look forward to a time when there is a lot of advertiser demand, when we are
doing a lot of business together. Do we want to keep going on the way we are now?
Do we want this to be any way you want me to be anymore? I think not.
So I want to start off with the positives in the relationship, and from the seller’s point
of view, what makes us love you? I tell you, I started off from the point of view that if
you as an advertising agency have incredible relationships with the very best sales
organizations in the business, that you can get the best work out of Yahoo! and AOL
and MSN and Sportline and MarketWatch and ESPN and Weather Bug and all these
great sales organizations, if you’ve got their creative energy firing for you, if you’ve
got them committed to helping your client’s business succeed, that’s terrific. That is a
great value proposition for you.

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So how do you make that happen? How do you get the best work, most efficient work,
most effective work, out of these sales organizations? Well, here goes: “
And yes I do agree that it’s time for us to face everything now in the market because what we
see serves as an opener for as to take our actions that can change develop and improved
what’s happening in the business industry but also to entire market as well.

Reference:
http://209.85.175.104/search?
q=cache:PH4Gs2qvbM8J:www.imediaconnection.com/content/2611.asp+Elvis+said+it+best:+
%22We+can%27t+go+on+together+with+suspicious+minds&hl=tl&ct=clnk&cd=2&gl=ph

30. Brand loyalty is the corporate version of going steady, but the breakup is inevitable—and
coming fast. Because they are networked, smart markets are able to renegotiate relationships
with blinding speed.

We all know that brand is defined as a name form, sign symbol or design or combination of these
that identifies the maker or seller of a product or anything that is related for the product identification. And
one of the advantages of brands or brand names are consistency, attributes, quality and value and
identification. Now if were going to tackle more of brand concepts you will encounter brand equity along
the way which states that it is the value of a brand, based on the extent to which it has high brand loyalty,
name awareness, perceived quality, strong brand association and other assets such as patents,
trademarks and channel relationship.
Brand equity also is the positive differential effect that knowing the brand name has on customer
response to the product. And the advantages of which are association, credibility, awareness and lastly
the LOYALTY. And so in relation to this thesis, we do know that when everything in the market goes
successfully businesses benefits on to it. For example if business do know that their products and
services were trusted by lots of consumers or by lots of their customers in the market this was their stage
or level of being steady because they do know what’s happening in their business products and services
as well ass they do know how are this working in the market.
But if there comes a time that the ‘trust or loyalty” of people transfer to other business we can say
and it’s true enough that it’s predictable and avoidable because I think as a business or in a business they
should know how to avoid going to that scenario or how to avoid loosing of loyalty/trust of people to your
business because in the market its true enough that business are networked that’s why changes and
negotiation can happen in unpredictable speed.

31. Networked markets can change suppliers overnight. Networked knowledge workers can
change employers over lunch. Your own "downsizing initiatives" taught us to ask the
question: "Loyalty? What's that?"

If were going to define “loyalty” we may defined it in different ways because we do all have
different views also on how to defined this thing. I like the definition of loyalty provided by Fred Reichheld
in his book, The Loyalty Effect. He defines loyalty as the willingness to make an investment or personal
sacrifice to strengthen a relationship. Sound’s great right? This definition creates a lot of ideas about

everything in my mind specifically it’s relation to this thesis because I do want to connect this definition to
this thesis as well.
In relation and in connection to this thesis, in a business loyalty is important factor in terms of
customers and employees. Why? Because an employee helps the business in retaining their customers
and If a company treats their employees right, those employees become more efficient and productive in
their daily tasks. Profits go up, retention increases.

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“And again and again that a company’s prime mission needs to be creating customer value, most of you
in small business realize this, but it’s reaffirming to see hard-and-fast facts to back up what many of us
intuitively know. Customers don’t come to a small business looking to boost our profits; they arrive
seeking value. If we consistently create value, profit will come. Treat employees well and they’ll perform
well for you; well that’s pretty basic, now isn’t it? But we tend to forget, we tend to think we need to cut
corners or just improve efficiency and that’ll lead to greater profits”
And so bottom line would be: Remember, People are the third element--along with Brand and Package--
of any small business marketing success story. And it’s only by creating value for our customer that we
build profitable businesses.

Reference:
http://209.85.175.104/search?q=cache:yJzqKP05MF0J:www.bonusarticles.com/academics-
learning/article5217.htm+book+review+about+The+Loyalty+Effect&hl=tl&ct=clnk&cd=6&gl=ph

32. Smart markets will find suppliers who speak their own language.

In marketing’s environment specifically in the companies microenvironment, suppliers was one of


the forces affecting a company’s ability to serve customers. And we do say and we do all know that
suppliers provide the resources needed to produce goods and services for the different businesses in the
market.
But we cannot deny the fact that not all suppliers in the markets are capable and consistently
providing the resources needed to produce goods and services that all business needs in order for them
to consistently work on to the different processes of their business within their company, and also in order
for them to continuously maintain the transaction with their consumers provided also with their product of
their own businesses.
If were going to compare intelligent people from those people who are entitled smart, I may say or
you may say that smart people was a head and higher when compared to those who are entitled
intelligent people. Why? Because if were going to analyze and observe the characteristic of both, we can
and we can observe that smart was more strategic when it comes to work/task compared to those
intelligent. Because even though are intelligent enough for different things or for a specific work or task it’s
much better and it’s much faster when you apply those intelligence with a strategic move or plan.
I do agree that if you are one of the smartest markets in business industries you’ll know how to
find everything for your business, you’ll know how to find people like suppliers because of the number one
reason and qualifications you want them to be, and that was through understanding and speaking the
language you have as a business. And I agree also that it’s better if we have or if we find/get suppliers
that do have this kind of ability to speak in a language not only with the business itself but also to the soul
of the business.

33. Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at some tony
conference.

When it comes to the concept of “Learning” people do have their different views on it, some says
that learning was not that easy because of some reasons. And others say that it’s easy to learn and it’s a
must for us to learn. And I do agree to those who are thinking that learning is easy compared to those
who have their reason that learning is not easy. And it’s true enough that learning or learning something
was easy although sometimes it depends to the people.
That’s why we do all says that “learning is a never ending process” so why learning is hard? Well
it’s not really……and so if were going to relate this to “learning” to the thesis that says “Learning to
speak with a human voice is not a parlor trick. It can't be "picked up" at some tony conference.”
Which means and illustrates that the word “learning” was contradict to what we all believed, because in

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the business world or in a market world it’s hard to learn how to speak in human voice though it’s only
speaking or talking to business and to people as well.
That’s why it says that learning to speak in a human voice is not a “parlor trick” meaning its not
anything like a trick that can everyone get it immediately in order to perfect and learn it because it’s not
easy to learn , its not easy to “picked it up” like some tony conference. Meaning learning to speak in
human voice needs to be learn more passionately, needs to apply more confidently and more importantly
needs to share, experience and build more not only to business, not only to market, but also to people as
well. In order for them to continuously think of ways on how to improve their processes, practices and
strategies when it comes to dealing with market trends especially to changing customers using also
human voice.
Because as we all know, speaking in a human voice was also a way of effective communicating
practice not only to the conversation in the market but to the conversation of people in the market as well.
This will also serve as a chance to those opportunities in the market that understand and speak also in
human voice.

34. To speak with a human voice, companies must share the concerns of their communities.

Sometimes when we are in the market noticed that consumer/customers do share a lot of things
in their co-consumers, co-customers or we can also say co-buyers. They share and exchange ideas
about their experience for example to a specific brand of products they buy, to specific stores they went
through and a lot more; but not only in little things in the market but sometimes in big things as well.
In Management concept as to what I’ve learned from my past management subject; that it’s better
if the information’s, data’s and feedbacks that gathered from an investigation, observation or from studies
must be applied for it to be have a significance and value not only for the business or for the entire
companies but more over to the consumers/customers of your business as well.
In the market, some business sometimes wants to talk with buying offices, visit vendors and
showrooms, tour on a different factories, let their employees attend seminars and fashion shows, talk to
other successful business or developing business and tour to different outstanding stores in the market.
And so through this they are able to gathered information’s, study it, analyze it, process it etc.
And since they were doing this kind of thing for their business, this thesis reminds and states that
through processing the information’s that comes sometimes to different bodies like demographic sectors
etc. Companies as speaking in human voice like what markets do and like also what people particularly
consumers/customers of different business does. Companies must share the concerns of their
communities because it’s one of way of understanding not only companies to consumer/customers but
also consumer/customers to companies.
Meaning not all the time people must be in stage that they are those who only have to understand
by the companies or by the business, it is better if there are times as well that people allow companies to
share their concerns for them; the concerns of their community for them. It should be a give and take
strategies/techniques in both sides of companies and consumers.

35. But first, they must belong to a community

This thesis was related or has a connection in other thesis which says that “Companies
attempting to "position" themselves need to take a position. Optimally, it should relate to
something their market actually cares about. And so in order to have this relationship they must
belong to a community. And this community was the only community where consumers/customers
belong. Just like in the same and simple scenario that we have in our environment, in our society, if we
have or if we want to know something about a specific issues, about what’s new or what’s the latest, we
as individual trying to get “in’ trying to engaged and involved ourselves to or for example a group of
people, a famous place etc.

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And so in relation to market, companies and business; in order to get detailed and reliable
information to help business work and continue to perform the efficiency, productivity and effectiveness in
the industry. And so in order to be able to easily reach the success in the field of business. Companies
must not only go down to their Ivory Tower, must not only build profitable relationship to people, must not
only just talk to people but more importantly be belong to their community.
Because being ‘belong” to people’s community when you are in business industries was also
being more than customer driven all the way I guess, because you are extending not only your business
to people but also the soul of your business to people, in a way that consumers/customers would always
want it to be, being ‘belong” also means being one of the people, being one of the consumers or being
one the customers. And so this means that your business, your companies has this kind of ability to
understand the changing market as well as the changing consumer/customers.
Because being ‘belong’ to the community helps business ad companies identify consumer’s
trends and will help also buyers make better decisions. It helps also monitor changes in the consumer
market. And lastly it helps business to think techniques and strategies that would be applicable to the
consumers.

36. Companies must ask themselves where their corporate cultures end.

We do all know that companies do have and do know their corporate mission, their corporate
vision, corporate processes as well as their corporate cultures. But if were going to ask this question, is
business or is a company know where their corporate culture ends? Definitely we can’t say no at first and
we can say because for now it really depends.
They say that corporate cultures are invisible because this are things like beliefs, values,
standards, paradigms, worldviews, moods, internal conversations, and private conversations of the
people that are part of the group or that are part of the business/company. This is the foundation for all
actions and decisions within a team, department, or organization.
Corporate cultures based on its definition “A blend of the values, beliefs, taboos, symbols, rituals
and myths all companies develop over time” this corporate culture sometimes based on the mission and
vision statement of a company; as to what they or the whole company believe in. Now if the company
knows their mission statements then they must also know where their corporate culture ends because as
we can see and if were going to analyze and compare its definition to this thesis we can say that
companies must know where their business ends where their values, their beliefs, their standards etc as a
business or as a company will end so that they will know also how to deal with future demands, with
future competitions and with their future markets as well. So that they will know if markets and
opportunities are coming to their business they know how to deal and go with the flow of situations.

37. If their cultures end before the community begins, they will have no market.

As to what I’ve stated in the previous thesis and as what previous thesis said that “Companies
must ask themselves where their corporate cultures end.” because “If their cultures end before the
community begins, they will have no market.” So this states the power and importance of knowing where
your corporate culture ends.
As early as you write or published your mission and vision statement of your company/business
start asking yourself and the whole business questions like this “where our corporate does cultures
end?” Because you’ll know already the answer to this. And maybe your answer or the answer would be
“as long as markets are calling and needing our products and services we will be existing and
continuously improving and developing.
It’s just like in the saying that “regrets are always at the end of decisions”; when your culture ends
before the community begins then you will have no market. It’s true right? A sometimes opportunity come
once or knocks ones so be better to grab it already when it’s still there for you.

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So bottom line would be: there are really instances in the business industries as to what I have observed
that business stops their operations or worst thing would be their whole operations and then that’s only
the time or there will come a time that opportunities comes. And so meaning companies and business as
must do know already where their corporate culture ends and where their corporate culture ends because
this will help them determine and know if their markets will come or if there’s still market that specific point
in time.

38. Human communities are based on discourse—on human speech about human concerns.

When we say markets are conversation it means that markets are the place where conversations
begins and where a lot of conversation happens. And since communities are located also in the market I
do believe that they are also based from conversation, on communication or to so called “discourse”. It’s
because communities are full of information, full of knowledge and ideas, full of human voices, and are full
of human speeches and concerns.
Communities are close to market for the reason that they are both need by the different business
and companies in the market in order to grow and in order to improve. Communities are based on
discourse because they are the place or the location in the society or in the environment where you can
hear a lot of comments, a lot of sharing, and a lot of concerns from people, from human beings
particularly customers/consumers.
This are the place where you can hear reality, especially the true voice of reality because it came
from people that consumes or who buys products(goods) and services to the market. That’s why this kind
of community was or can be reliable enough for business and for companies as well, for them to study,
analyze and hear this things, not just things but important things and true things that can be a basis for
change, for development and for growth as well o their businesses.
Because conversation from people, comments from people, concerns from people and sharing
from people in the community are one of the true, reliable and very informative resources for big and all
companies or businesses in the market. Because voices of human beings beside from what we have
learned from the past is that “Whether delivering information, opinions, perspectives, dissenting
arguments or humorous asides, the human voice is typically open, natural, uncontrived.” Another thing
would be that voices of human voice from the market as well as from the community are not just powerful
but also it can be describe as ‘genuine voice” why? Because their voices are from and based from reality ,
based from a discourse community.

39. The community of discourse is the market.

We say from the very beginning that markets are conversation and so communities can be seen
in the market and as stated in this thesis a community of discourse is the market itself. Why? Because if
we’re going to take a look at the meaning of the word “discourse” this means a lot, it can be speak, chat,
tell, discussion, comment, and conversation etc. And so if we’re going to paraphrase it as to what I’ve
understand it is like this “community of conversation is the market” meaning builds a conversation or do
practice conversation in their place then we can say that it’s true enough that, that community is or can be
called a market.
And so this can also means that community was also a conversation if it’s is really a
community of discourse. Now if a community is a discourse community we can also say that this
community was a community or a market that business can get information’s and ideas that will be a able
to help them develop, explore, create and invent new products and services for people and for markets.
Now I can see the essence and importance of community in the different companies as well as to
the different business in the markets or in the industries. And so companies and business must go down
to their ivory tower, talk to people, talk to different communities in order for them to know the
conversations there. And not only that for them also to be able to collect information’s through

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experiencing life, people’s cultures etc. because going down with them and be with them was the reality
that all business must see and must study.

40. Companies that do not belong to a community of discourse will die.

As stated in the previous theses we say that in order to know about the community or about the
market, first company or business must be belong to the community in order for them to know the
information, the idea of what the market or the consumer needs and wants not only to the products and
services of a specific company but more over to the expectation of the market/consumer to the whole
company as well.
We cannot deny the fact that the market or our market plays an important role in the different
business or to the different industry we have in our society or in our environment, they are the reason why
business continuously building, creating and producing products and services to people. And if markets
are none or if the markets are gone there will be no source of idea or source of information the business
have, because markets or community are the main sources it. And I think the reason why business was
existing.
And I do agree and it’s true enough that “companies that do not belong to the community of
discourse will die”. Why? Because they don’t know the conversation in the market, and if they don’t get
updates on what’s happening to the market, there are instances that they don’t go with the flow of
competition, they don’t go with the flow of what’s new and passé in the industry/in the market. And so if
we’re going to look at the essence or the importance of community to the companies, we can say that for
the companies it’s a big factor that companies must be belong to a community if they do want their
business to continuously working and continuously doing their operations to the market, because if not, as
to what have stated in this thesis “companies that do not belong to the community will die”
This thesis only reminds us specially businesses in the markets that “being belonged” were
important and “being belong” creates a big factor in the companies, in their business.

41. Companies make a religion of security, but this is largely a red herring. Most are protecting
less against competitors than against their own market and workforce.

To this thesis I would like to focus on four things which are security, competitor, market and
workforce. Security—if we can observe and if were going to analyze that in business, companies do have
and companies do value security to their business because they want to secure not only financial aspects
inside their business but also they do want everything in their company to be secure and to be safe even
if it’s internally or externally. And so this maybe the reason why this thesis say that “Companies make a
religion of security”. Next thing would be competitors—this includes business or even people that are
involved in the so called competition in the market that is always happening in the market as well.
Because we all expected and we all know that when you engaged yourself in business,
competitions are always at you side, meaning competitions are always there. Why? This is because
competitions help demographic sectors, companies and businesses to strive more and to compete more
but in much better if it’s better if we do compete in a professional manner.
Another thing would be market and workforce which we do all know that—based from its
definition market is a place where buying and selling of customers and sellers of the different business
happens. Workforce again based on definition ‘The whole body of employees, either in an organization or
across an industry or All the workers employed by a specific organization or nation, or on a specific
project”.
So now if were going to connect this four keywords together, we can say that this thesis explains
that or states that in all business in the market they all value the benefits, the essence and the importance
of security, competitors(competition) workforce and markets to their business. But along this value, I think
businesses do value more markets compared to competitions or competitors in the markets.

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42. As with networked markets, people are also talking to each other directly inside the
company—and not just about rules and regulations, boardroom directives, bottom lines.
When we say network markets we say that people have their freedom to speak, they have this
freedom to talk to other people in the company. And this conversation that’s happening in the market is
about different issues inside or can be outside of the company. And sometimes we do observe that what
people keeps on discussing with each other no just about the rules and regulation they like and that don’t
like, the boardroom directives etc. But also they have this kind of conversation that truly about company
and their market.
In connection to this thesis “Networked markets are beginning to self-organize faster than
the companies that have traditionally served them.” This was based from the clue train manifesto
which means and connects and related a lot this thesis. This states the importance, essence and benefits
of the market to the companies as well as the level of networked markets compared to the companies.
And so meaning if networked markets are beginning to self organize then companies must do the
same thing also in order for them to go with the flow of events or scenario in the markets. This would also
help them know that network conversation and networked markets enables us to communicate effectively,
in which there is appoint in leading and communicating because an effective and powerful conversation
and communication as well requires your or our ability to share what you think and fell about the
environment, the situation and the people as well.
Bottomline would be :”A market has network externalities if consumers’ utility from purchasing
aproduct depends on which other consumers buy the same product. A highlighted special case of this is
two-sided markets with network externalities.”

Referenece: http://econ.core.hu/doc/dp/dp/mtdp0423.pdf

43. Such conversations are taking place today on corporate intranets. But only when the
conditions are right.

When we say corporate intranet it means that you are sharing different kind s of information’s with the
employee, your colleagues, etc and as well as affectivity and effectiveness within the company or inside
your business. And a lot were saying that this corporate intranet or having this corporate intranet on you
business is you way to improve efficiency, productivity and effectiveness not only to your employees but
also to the entire company or business as well. Why? Because you are in the right workplace, you are in
the more efficient and effective workplace.
And now we cannot deny the fact that there are lots of resources in the market that would help a
lot of business and companies in the market to build their own corporate intranet. But of course investing
on it needs to have cost, because intranet do have expensive cost like other software in the market but
you have an assurance that it is reliable enough if you want certain process in your business
And So in relation to this thesis I may say that it is true enough that having networking, internet
and intranet etc in this generation includes also extremely high level of conversation between people to
people, between business to business and between business to people as well. And this only exists and
this is only exercise and observed only when it was done right and the condition is right.
Conversations are empowered because business, people and markets can access information
anytime and anywhere with just an Internet connection. Now you have a fast, easy, and secure way to
access and continue your business.

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44. Compa
nies typically install intranets top-down to distribute HR policies and other corporate
information that workers are doing their best to ignore.

As stated in the previous sentences of this reflection, it is said that intranet empowered and helps
business in a way that business, people and markets can access information anytime and anywhere with
just an Internet connection. And through this business can now have a fast, easy, and secure way to
access and continue your business. And it also means that intranets allow every company to build their
intranet with the click of a mouse-it's all web-based.
It also combines the security of a hosted intranet with the power of online collaboration tools to save
money and increase productivity. In a way that employees with the certain companies allows them to
work on the most productive, on the most effective and in the most efficient way that they can, and it
because of the intranet that they have. And when it comes to security issues, we do know that it “is a top
priority with secure offsite facilities, redundant servers for 99.9% reliability, real-time back-ups, free
upgrades, spam, and virus protection.”
“Now you have a fast, easy, and secure way to access business-class email, group calendars, critical
documents, and time-sensitive projects from any Internet connection. Organize important business
documents by company departments. Share calendars, contacts, and projects online. Give customers or
mobile workers access to projects and events.”
And so we can say that intranet do really have benefits to all companies and business out there,
because it is reliable enough for the different businesses and as well as companies in the market.

45. Intranets naturally tend to route around boredom. The best are built bottom-up by engaged
individuals cooperating to construct something far more valuable: an intranet worked
corporate conversation.

Based from my past readings about intranet, when it was first introduced in the market there are lots
of criticisms about it, there are lot’s of issues and questions about it in short, “intranets were dismissed by
critics as the latest in a seemingly endless parade of technological fads and buzzwords.” ; And if were
going to observe one of the usual and most common thing that the consumer / markets / companies ask
when there’s latest in the technology world is that “how is it important? How is it work/performs?...and
more importantly how it benefits the companies as well as its entire business?
There are lots of reason why intranet exist, why a lot of company want to have this thing because of
the reason that it allows employees or individual for a speedier communication and access to information
than the Internet. It makes them to be more cooperative and collaborative enough to finished or to build
something with value in the company. And through this we can see that employees are worked in
corporate conversation.
Another thing about the use of an intranet is that it also “allows companies to control their business
easier and manage their employees more successfully, because they are worked with connection, they
allow to work with collaboration... Less paperwork, increased productivity, added flexibility, and versatility
are other factors that intranet users take advantage of. All of this adds up to a bottom line that is attractive
in any business decision: the ability to save money and increase profits.”

46. A healthy intranet organizes workers in many meanings of the word. Its effect is more
radical than the agenda of any union.

Organizing everything is not simple. Because it’s hard to organize everything if you don’t know how
and if you’re not strategic enough to manage everything, so if your not that kind of person who can
manage everything then it’s pretty sure that you’ll be having a hard time also to manage people like what
human resource manage does. They screen, they select and they train people and you have to believe
because it is true enough that when you handle or when you manage people it’s not that easy.

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And so in relation to this thesis I can say that intranet really was one of the key to organized and
manage not only work of the people or specifically worker or employees in the company but also manage
and organized them (employees). Meaning intranet improves and provides workforce productivity. Which
helps user particularly employees/workers locate and view information faster and use applications
relevant to their roles and responsibilities. And also it allows “users to access data held in any database
the organization wants to make available, anytime and - subject to security provisions - from anywhere
within the company workstations, increasing employees' ability to perform their jobs faster, more
accurately, and with confidence that they have the right information. It also helps to improve the services
provided to the users.”
And lastly Time: With intranets, organizations can make more information available to employees on
a "pull" basis (ie: employees can link to relevant information at a time which suits them) rather than being
deluged indiscriminately by emails.

Reference: http://www.answers.com/topic/intranet

47. While this scares companies witless, they also depend heavily on open intranets to generate
and share critical knowledge. They need to resist the urge to "improve" or control these
networked conversations.

Since we know and since a lot of companies and business know about the advantages of having an
intranet in the business or in the company, we can also think that since intranet was a big factor in a
certain companies or business their operations and managements also depends on it, because one it
helps their employees and the entire organization to manage and organized everything including
companies operations and activities inside the companies, and second it generates and share critical
knowledge among the employees. That’s why they must improve and develop what ever they have as a
business.
And so since intranet are reliable enough because there are lots of business and companies
nowadays has intranet and there are also organization in the markets wanting to have intranet in their
business and companies; So it’s true enough that intranet improves, empowers, generate critical
information and knowledge through Communication among employees: “why? Because intranet means
and serves as powerful tools for communication within an organization whether it is horizontally or
vertically;
It is also useful in a way that it communicate strategic initiatives that have a global reach throughout
the organization meaning the type of information that can easily be conveyed is the purpose of the
initiative and what the initiative is aiming to achieve, who is driving the initiative, results achieved to date,
and who to speak to for more information. By providing this information on the intranet, staffs have the
opportunity to keep up-to-date with the strategic focus of the organization.”

Reference: http://www.answers.com/topic/intranet

48. When corporate intranets are not constrained by fear and legalistic rules, the type of
conversation they encourage sounds remarkably like the conversation of the networked
marketplace.

I do agree to this thesis that’s states “When corporate intranets are not constrained by fear and
legalistic rules, the type of conversation they encourage sounds remarkably like the conversation of the
networked marketplace.” Because for me it’s true enough that when corporate intranets are not guarded
or are not controlled by rules, regulations and policies it will be more interesting, it will be more fruitful and
informative in a way that it has it’s own freedom to express and to open a conversation that is also true or
genuine enough for the market.

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And so
in relation to networked conversation, And networked marketplace it’s powerful in a way that it is
conducted in a modern way of having conversation to others, because we are using technology, actually
new form of technology when it come to having conversation and communication to other people.
No matter how far they are to us. That’s why it’s also building new form of social organization online,
actually a modern type of social organization.
And since were living in technology today, we are also communicating or having a conversation to
others with technology in our side, or using technology, like what stating in the previous sentence. And so,
that’s why it shows also a powerful knowledge exchange and more over it really and continuously
emerging. Networked conversation reminds us and thought us again that in communication accuracy,
simplicity and clarity is the key not only to have/ having good conversation but also in exchanging
knowledge to others for it to continuously emerge.

49. Org charts worked in an older economy where plans could be fully understood from atop
steep management pyramids and detailed work orders could be handed down from on high.

If were going to take a look back organizational charts based on it’s definition it goes like this “it is a
formal structure of an organization” which means that it show graphically the hierarchical authority, roles,
and responsibilities of people within an organization and as well as functions and relations within an
organization. For the employees particularly to the new employees this would help them in a way that
they can be familiarized to what the structure of that certain organization is a all about as well as for them
to be able to understand what will be going to happen within the organization.
Many people think and pointed the strength, the weaknesses and the limitations of the organizational
chart within the company. “Others have coined a dizzy array of buzz words to categorized organizations,
including networked organization, transnational organization, front-back organizations, and boundarlyness
organization, learning organization, virtual organizations and social networks.”
“Nevertheless organizational design continues to be one of the important and challenging demand on
the top management, because it influences and interconnects the corporate and the business, strategy,
marketing, decision making, communication, finance and investing, and leadership within any
organization. And organizational chart continue to play a major role in the process, although they may
look quite differently from the traditional tree like forms of the past. Simply because people can more
quickly absorb information when it is on in a graphical way.”
And so in connection to this thesis we can say that organization chart helps not only people in an
organization but also the entire organization as well to improve and continue their process, their functions
and responsibilities externally moreover internally.

50. Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins
over respect for abstract authority.

We say that organization, as we always know by it’s definition a group of individual bound together
has a common goal by a set of authority-responsibility relationship; required whenever group of people
work together to reach common goal.
And we said that organizational chart represents the organization’s best attempts to configure it in
order to meet its declared objectives. This shows the level of responsibilities, position and authority within
a certain organization. In the organizational chart you will see chain of command which states, shows or
illustrates authority and responsibility relationship that is link by its superior to all of their employees. The
next thing would be the unity of command which states that it simplifies the lines of communication, and
lastly the channels of communication that can be an evidence or evident of lines or responsibility and
authority.
In the years that past we do know that in an organization hierarchical levels should be clear, in a way
that identifying individuals or employees should be within or at the same level of the organization. Why?
Because, these will serve as an evident/ evidence that nothing those who are at the same level of the

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chain of command, meaning their position should denoted their relative authority and power within the
structure.
And so in relation to this thesis that says “Today, the org chart is hyperlinked, not hierarchical.”
maybe this means that, since in today’s generation technology is boom and continuously booming.
Organizational structures within certain organization is just shown thorough linking positions, authority
and responsibilities, because in today’s scenario people do and company usually get engaged in to what
is “hi-tech’” or into technology. That’s why most of the organization chart was not like before meaning its
not the culture type of organizational chat we’ve seen before.

51. Command-and-control management styles both derive from and reinforce bureaucracy, power
tripping and an overall culture of paranoia.

I do agree that command and control management styles both derive from and reinforce bureaucracy,
power tripping and an overall culture of paranoia. Because if were going to trace back what Max Weber
contribute to us, some years ago, we can say that this is still a very important consideration. His notion of
rational or pure bureaucracy was without doubt the single most important statement on the subject in the
social sciences. By the time that organizations grew in size and became more complex, the search for the
theory of organizations led to Max Weber and his bureaucratic model. Weber tended to emphasize the
significance of formal organizations a together with their impact of rules, roles and hierarchies.
And so we cannot deny the fact that “organizations can be very effective just what like command and
control management does within a certain organization.” The Command and Control form of
management is based on military management. Primarily, the idea is that people do what you tell them
to do, and if they don’t, you yell at them until they do, and if they still don’t, you throw them in the brig for
a while, and if that doesn’t teach them, you put them in charge of peeling onions on a submarine, sharing
two cubit feet of personal space with a lad from a farm who really never quite learned about brushing his
teeth.”
They are well controlled and somewhat predictable. But it is this very fact that causes many of the
problems that are associated with these types of organization. Rules tend to be restrictive employees get
bored and restless, and the organization finds great difficulty in recognizing the qualities of the employees
and making good use of them. And so there is a tendency for organizations to become more and more
bureaucratic as they get older.”

52. Paranoia kills conversation. That's its point. But lack of open conversation kills companies.

To this thesis I’ve realized the power of conversation and paranoia in the setting. And so the
thought of saying that lack of open conversation kills companies. Meaning it has a connection and
relations to the so called “open channels of conversation or communication. Because open
conversation/communication are those types of communications and conversation where everybody and
anybody within the organization or in the company do have the liberty/freedom to talk, to share and to be
aware of information involved. And one the examples of which are notice boards, newsletters, and
minutes of the meetings which are circulated to all staff, non-confidential internal mail which is distributed
openly, as well as blogs of the company which all employees are free to write and post interesting things
or even not that interesting things to the company.
Even multi-user computer systems which offer significant advantages to an organizations in the
case of non-restricted information. Access is via numerous terminals throughout the organization.
All of these are the essence and importance of open conversations and communications within a
certain organizations or company. And without this, or lacking of this, will lead to slowly killing the
company. Because interaction, communications, conversations and collaborations within the organization
and company was not there, meaning it doesn’t exist. Because if the company maintains, develop and
improve open communication and conversation as well will be more receptive and accessible by

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establishment of an effective communications system, because information needs to flow freely


around the organization, around the companies.
And so in order to determine how effective the open conversation and open channel
communication are within the organization, we must look at whether the right information has reached the
right person at the right place and at the right time.

53. There are two conversations going on. One inside the company. One with the market.

We all know that conversation can happen anywhere and everywhere. And this conversation can
be reliable enough and sometimes cannot, because there are some conversation that is just a simple
conversation and sometimes there are also that really means a lot and really important to others because
sometimes this can be a useful and reliable information for some actions and decisions.
When it comes to the conversation that is happening inside the company we can say that most of
this are very formal and most of this are very serious because as we all know every time they will be
having a conversation it should be cleared, it should be documented because that’s their basis as to how
they will going to deal with something in the company and will they going to decide on something about
their products, employees, projects and a lot more for example. This conversation also sometimes
secure and confidential meaning not all information’s that is in the conversation in the company can be
heard and can be shared and distributed to the market, it should only be around the company or inside
the company.
And so when it comes to the conversation about the market, we can say or I may say that this kind
of conversation is an open conversation which means information’s are shared and distributed to all other
people in the market. And this conversations are reliable, fruitful and genuine enough for all specifically to
the company for the reason that this are the basis of the companies for their products, for their decisions
and even for their strategies on how to deal with the changing environment as well as to the changing
consumers and markets.

54. In most cases, neither conversation is going very well. Almost invariably, the cause of failure
can be traced to obsolete notions of command and control.

A person in an organization should only have one direct superior to avoid inconsistent directives that
brings confusion in action and conflict thus reducing the organization efficiency and effectiveness. And
also we know that a person given a responsibility in an organization should also be give authority to
attend responsibility. And so if were going to analyze, giving people superior, responsibility and authority
could help them and could also help work and communication flow freely, smoothly and clearly.
In an organization it is better and it should have a communication or a conversation that is really
going and flowing very well because if not this might causes failure and chaos among employees and
might as well to the whole company. That's why i do agree to what this thesis says “Almost invariably,
the cause of failure can be traced to obsolete notions of command and control. “ because I do
agree that most of the failure that is really happening inside the organization can be traced on the notion
of command and control. If were going to take a look at for instance, how does an employee fails to
his/her work, well in most cases if he/she was new in the organization, and if the organization doesn't
know how to explain and show how the organization works and how their employee must work then this
could be one factor as to why employees and organization don't understand each other.
That's why we cannot deny the fact that conversations failure can be traced back and can cause the
ineffective flow of command and control inside the company. And so it is better and it more efficient and
effective if an organization work on, focused, implements and maintains their command and control
management.

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55. As
policy, these notions are poisonous. As tools, they are broken. Command and control are met with
hostility by Intranet worked knowledge workers and generate distrust in internet worked markets.

Intranet as we all know is a private network inside the organization that uses internet technologies to
provide an internet -like environment within the enterprise. for information sharing, communication,
collaboration, and support of business process. Communication and collaboration which includes email,
voice mail, paging, faxes and group ware. Web publishing – easy, attractive and low-cost way of
publishing and accessing multi media business information. And business operations and management
which is the platform for developing and deploying critical business applications to support business
operations and managerial decisions making across the internet worked enterprise.
Command and control I think is very useful in an organization only if they know how to deploy
maintain and implement it to their organization. But if not it is true enough that this can be an unfriendly
action and an friendly management that might lead through the distrust of a lot of employees inside the
organization. And not only that the worst thing would be it might create hostility by Intranet worked
knowledge workers and might as well generate distrust in internet worked markets.
Why? maybe it's because conversation and communications are very important factor in the
organization as well as in the market. And so if this things happened, that it create distrust in internet
worked market, then it can loose market it, can loose people and it can loose organizations. Meaning
command and control management must have to be managing in a more focused way in order for the
organization to monitor and manage and maintain the trust of the market especially in the people.

56. These two conversations want to talk to each other. They are speaking the same language.
They recognize each other's voices.

As stated in the previous thesis there are two conversations that is happening, one is the
conversation of the company and the other one is the conversation in the market. And we say that
conversation in the company is somehow different when compared to the conversation that is happening
in the market. Meaning they have their own characteristic, they have their own uniqueness as to what
their conversation is all about.
And I do agree and I do believe that this two conversation want to talk to each other and they
must talk to each other. In a way that they will help each other to understand and share what their own
conversation talks about. Because through this open and shared conversation will be helpful enough in
order to create a certain idea and decision that will help both of them.
They are speaking in the same language. Yes it's true because I do believe that what they convey
to each other, they can understand one another because they are speaking with the same language, and
they can both go with the flow of their conversation. That's why we can say that it is a very big factor that
even if company and markets do belonged to the two different conversations still they can understand one
another because they speak in the same language.
And lastly, since they speak in the same language it is true enough also that they can hear one
another and they can recognize their voices. Meaning there are times and most of the times they want to
hear and recognize one another because they want a basis, they want to rely on something that is reliable
and something that can be very useful for their organization.

57. Smart companies will get out of the way and help the inevitable to happen sooner.

Usually in businesses, in any kinds of business, they have these kinds of attitude that they don’t stick
from one strategy or either from one product only. Because there times that they do try and change all of
this things depending on how it will give them growth, development and change in the status of their
business in the market. Because of most of them believes that in business sometime, you have to be

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flexible
enough to try or to adopt things in your environment because this may affect you as a owner or even the
whole business or company as well.
And it’s true enough that companies who usually try this kind of thing are those companies who are
smart enough and competitive enough in the market. Because they are those companies who are not
afraid of challenges, whoa are not afraid of criticism and who are not afraid of failure, because they do
know of course what they are doing in their business, in their companies. And so of course they do also
know the effect of adopting changes and trying something new in their business or in the companies,
because for sure they predicted it already
And so as an addition to this thesis which says “Smart companies will get out of the way and help
the inevitable to happen sooner.” Which means that smart companies sooner or later will be going out
on their ivory tower and then will pursue or help the foreseeable things that might happen in the future.
And we cannot deny the fact that these are the things that might help or might destroy their companies for
sure.

58. If willingness to get out of the way is taken as a measure of IQ, then very few companies have
yet wised up.

We all know that not all companies today are not that willing for changes, because there still
companies who stick to what they believed in no matter how these change impacts a lot of other
companies in the market. It’s true enough that if you adapt to some changes, you will succeed already,
still it’s up to you and to your companies on how to deal with it, on how to play with it.
Meaning not all companies nowadays, even though competitions in the market are getting tough and
getting stronger, not all of them are willing to get out of the way. Because not all of them I think are being
influenced and educated about the conversation in the market, about what markets what people do need
to them. Even though from the start they have this knowledge on how to run their own business, their own
companies their own employees and the like.
That’s why if willingness to get out of the way is taken as a measure of IQ, then it is true enough that
very few companies have yet wised up. Because of the reason that, if were going to take a look at all
companies today and differentiate all of them from one another, we can say that they are all the same in
terms of or based of the amount of knowledge they have as a business or as a company because I think
they are continuously studying and finding things about people/consumers that is not easy to forecast.
Meaning we cannot say up this very moment that companies are wised enough to the people and as well
as to the market.

59. However subliminally at the moment, millions of people now online perceive companies as
little more than quaint legal fictions that are actively preventing these conversations from
intersecting.

What I do understand from this thesis is that, it’s like saying that online users or online people
nowadays are those people that usually and have this intense identification to companies. Meaning they
are those who are or who have a lot of experience about companies, about business in the markets. They
are those who witnesses things especially information’s about company’s conversations, works, services
and the like in a little ways.
And I do agree that companies are more than quaint legal fictions, because sometimes they are
keeping the information’s hidden from people for sometimes for them to hide true conversation, true
knowledge and true information’s about companies business. But w cannot deny the fact that there are
also attractive enough to people and to market as well. Meaning they make people believe most of the
times, and they make people attract as to what they offer to them.

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They are actively preventing these conversations from intersecting. Which means for me is that,
companies maybe preventing this conversation of people because this might create a lot of impact to
companies’ strategies, products and services and the like. Because if were going to analyze and observe,
conversations of people are genuine it is powerful enough, and so meaning this can give companies and
business of weather growth, development, change of failures.
We can say either that all the "market" references to "communities," consider that "companies"
can mean "news providers," but this news can also be true and can also be fiction. Even if companies you
plan to keep information’s about anything about their business to people then they have still no assurance
that it will last for along time that they expect, because people might discover and starts convey on it.

60. This is suicidal. Markets want to talk to companies.

For this thesis, I admit that I don’t know why is it become suicidal when markets going to talk to
the companies. Because what I do understand is that when markets starts to talk with a lot of companies
they will have this kind of understanding that may lead through either good or bad impact among the.
Because I do see this thesis in a positive point of views, meaning from me if markets do understand
companies and companies do understand markets they will have this kind of conversation I think that is
more connected.
I don’t think that it is suicidal in part of the companies as well as in part of the market when they
talk to each other because if were going to analyze the effect or the impact of it to the side of companies
as well to the side of the market as well we can say that they can be both benefited to the conversation if
they will be giving each other information that is genuine, reliable, helpful, detailed, and informative
enough for each of them to be able to improve and develop their businesses.
So if I were going to take a look at this a point of view of being pessimistic, we can say that it is
truly going to be suicidal in both parts. Because we all know that both of them have their own
conversations inside, but this conversation sometimes are hidden but open, genuine and powerful. And
so if were going to analyze if they were going to talk to pone another there is a possibility that they might
loose their conversation and this might becomes only fiction and a noise to people as well as to one
another.

61. Sadly, the part of the company a networked market wants to talk to is usually hidden behind a
smokescreen of hucksterism, of language that rings false—and often is.

Networked conversation reminds us and thought us again that in communication accuracy,


simplicity and clarity is the key not only to have/ having good conversation but also in exchanging
knowledge to others for it to continuously emerge. Meaning network conversation enables us to
communicate effectively, in which there is appoint in leading and communicating because an effective
and powerful conversation and communication as well requires your or our ability to share what you think
and fell about the environment, the situation and the people as well.
Not all information’s are flaunted, anywhere, everywhere, meaning not all of them are being heard
or are being talked about by the people. Meaning there are information’s still that are hidden and needed
to be secured enough for the benefit of not loosing your own idea or your own knowledge or your own
gain. People, markets and companies do this for the reason that they have this kind of conversation that
needs to keep and prepare for a specific purpose of their businesses.
That’s why even though markets are networked; companies don’t have any chance to talk and to
get information from the market although sometimes they can get but it doesn’t necessarily mean that
they got so much. It is hidden because markets I think don’t want to show or to share information’s about
them on one click because they want companies to understand them in a way that they can be benefited
and affected and also to what companies observe to them.

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62. Market
s do not want to talk to flacks and hucksters. They want to participate in the conversations
going on behind the corporate firewall.

Markets do not want to talk to flacks and hucksters, because I do believe and what I do know is
that, they already know and markets do already know that conversation and experience going inside
them. Meaning markets belong to them or flacks and hucksters belong to market, and since they belong
to each other they know already what type of conversation, what type of language, or even how is it done
(conversation) happened among them. That’s why, maybe this was the reason why markets don’t want to
talk to those flacks and hucksters that they already knew. And maybe markets want to try something new;
something that is interesting for them and maybe it’s the corporate.
Conversation behind the corporate because markets do know that there is so much in a corporate
industry or there is so much in a corporate world. Meaning there is so much information that can be
reliable, informative, and helpful to the market. Because what conversation they have as a corporate
relies or based from the market itself. Because that’s what or that’s why they exactly they want to convey,
and it is to study market, study markets strategies and a lot more. Corporate of course do know who are
their competitors, who are those sectors they have to talk about, because that’s things that helps them
and make them ideas that would fit for example to their strategies, to their competitive advantage and the
like. And as far as I know corporate consider markets as one of those.
And since markets know already, that’s the very reason why keeps on striving and wanting to
participate on the conversation that is going on behind the corporate firewall, because they do want to
experience and know the conversation behind the corporate firewall. And so they want also to have
knowledge and information about corporate, and so because they want to have also an idea and
formulate an idea as well as to how they will be able to achieve success and change in the market and
how they will be able to benefited from those conversation that is happening behind the corporate firewall.

63. De-cloaking, getting personal: We are those markets. We want to talk to you.

I think this thesis was contradicted on the previous thesis that says “This is suicidal. Markets
want to talk to companies.” Since we know from the start that markets are conversation, we all know
from the start that markets are conversation; we do all also know that these conversations are attractive,
genuine and informative enough for all and more over or especially to all the companies out there.

Markets are conversation because it’s part of a day to day conversation of the companies who
has or who owns their products to the specific markets, and so it’s a part, or it’s a part of their job or their
business to consider what market to take or what market to go into. Meaning market was always part of a
day to day lives of business man, business meetings, was part of the top management, or even
employees conversation on for example, what are the market demands of for today, what is the market
status etc. Markets are conversations; because of it’s sometimes defined as the set of buyers sharing
particular needs and wants. “Sharing” can sometimes done through conversation/ talking together.
Markets want to share, markets want to have conversation because they want to convey
something but not everything. Because they want to develop conversation and spread information’s about
them. They want to speak out something that’s concerned by the market, especially those concerned that
are pointed to the companies and companies business as well. And so this may be the reason why
markets are willing to talk, because they want to address by the companies what they want or what are
their concerned is all about.

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64. We want access to your corporate information, to your plans and strategies, your best
thinking, your genuine knowledge. We will not settle for the 4-color brochure, for web sites
chock-a-block with eye candy but lacking any substance.

Just like market people particularly consumers in the market do want to be get involve, engaged
and share information to the corporate world because the want to know as well as they want experience
conversing to the people inside and involve in a corporate world. Because in today's generation we
cannot deny the fact that a lot of people was curious on everything, on something not only to their
environment more particularly to business, to companies and market itself.
Why? because people or most people today were not contented to the information that they get
from the business anymore as compared to the past, that they are just content with the different and
colorful brochures, pamphlets, and websites etc. Because most it today’s we believe and they believe
also that this brochures, pamphlets, websites etc though has an information, are not that informative,
genuine or reliable enough for them. In a way that this cannot be always a basis of believing and trusting
to the products and services that the business and the company's providing.
That' why they want to access to your corporate information, to your plans and strategies, your
best thinking, your genuine knowledge. Because they do not want just to settle for the 4-color brochure,
for web sites chock-a-block with eye candy but lacking any substance. People and market want more
about corporate, they want to enter, share and convey with the world and conversation in the corporate,
for them to understand corporate and a=understand as well markets and people

65. We're also the workers who make your companies go. We want to talk to customers
directly in our own voices, not in platitudes written into a script.

People in the market are also people in the company, the only difference would be, people in the
company are called workers, and people in the market are called customers or consumer. Its true enough
that people in the company are the assets of all business and companies in the market because they are
the main factor or the main reason why different companies and business in the market go, functions and
perform their responsibilities to people to market through providing people and market products and
services that may satisfy what the customer or consumers want.
Just like what stated in the previous explanation people re eager to the reliable, experienced,
conveyed and informative information for the companies for the business and for market as well. We do
know that companies use advertising as their way to promote their product and services to people and of
course to the different market that they have. They also use paraphernalia such as brochure, pamphlets
and even websites, but if were going to observe company also do hire people to go
the street and give people papers that would promote their products and services as a company.
And also this people serves as a companies representative as of sometimes for their marketing functions
and department and the like.
And so we can say that from then on, companies or business do have their ways as to how they
will going to talk to people, on how to talk to market because they also want that, as what people like that
to happen because even them I believe, was not satisfied to just to producing papers because there are
times it's not working and not helping the companies or the business itself that's why people do want
more from the business or from the companies that's why this theses says “We're also the workers who
make your companies go. We want to talk to customers directly in our own voices, not in
platitudes written into a script.”

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66. As
markets, as workers, both of us are sick to death of getting our information by remote control.
Why do we need faceless annual reports and third-hand market research studies to introduce
us to each other?

Both people or workers and markets are the same in a way that they are both seeking or finding
information about the conversation among them. Because even though papers such as reports research
etc do works because this serves always as basis or reliable information for them to change develop and
explore new things and strategies for their business and for company. Meaning both people and market
want something new and this something new can only see if they only convey or talk to each other.
There are lot of reason why markets and people must introduce themselves with each other and
must have to talk to each other. But one of the main reason as to why this things must happen is that this
will serve as an eye opener for both of them to understand one another, to share information’s about their
conversation, to open up things that needs to open up, and more importantly seek and share
information’s that they are longing to have. That's why through this conversation open communication or
open conversation spread and continuously growing.
And so to sum up, because of being open of the networked market companies markets and
people do get information about the performance of their product to market through the conversation and
communication that executing by the people or by the consumer in the market. That’s the conversation in
the networked marked was consider powerful and genuine because event though the news is good or
bad they convey all information to everyone.

67. As markets, as workers, we wonder why you're not listening. You seem to be speaking a
different language.

Based from the past thesis that I’ve encountered one says that “whether delivering information,
opinions, perspectives, dissenting argument or humorous asides, the human voice is typically open and,
natural, an contrived.” And another one says “People recognize each other as such from the sound of this
voice.” That connects all to this thesis saying “By speaking in language that is distant, uninviting, arrogant,
they build walls to keep markets at bay.”
There are times and sometimes companies and business don't want to listen to the open
conversation and communication that they have. Maybe this was one of the reason why those
unsuccessful business in the markets do not succeed in managing their own business because they don’t
know how to use the language of people language that even in a distant can invite and can welcome a
large number of people specifically customers. That’s why through not using the so called “Language”
they don’t know that they are start building walls between people and their business.
So now in today’s situation or scenario we can say or we can observe that business or most of
the business in the markets do know that they have to speak or to talk in a language that can understand
by lot of customers/consumer and can even in the distance invites, and does not sounds arrogant in order
for them to not build walls between them and to people and to market as well. Because as a business
they have to maintain and continuously build profitable relationship to their consumers because we do
know and they do know more that every consumer/customers is a profit while everything else are just
expense.

68. The inflated self-important jargon you sling around—in the press, at your conferences—what's
that got to do with us?

This thesis can also be connected and relate to the questions of all consumers in the market,
questions that points out what business or companies can still provide the growing demands and number
of people that buys and seek for the information about business companies and markets. People
nowadays are very much particular with the how and what questions fro the business, for the products
and for the services that can offer for them. Before people are not particular with the information, with the

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products and with the services, but also I'm not saying that there are no people who doesn't have any
concern about it , there are some and they are those who know and until know and wants this kind s of
information. Before they are not particular with more of benefits, conversation in the market and in the
business because from that time conversations were not that booming and not that important.
But today we can say and i may say also that most of the people, business, companies and
markets that are involved and who wants to get involved in the conversation and in the communication.
Why? because they know that involving in this conversation and in this communication, sharing with it can
make really a difference and can answer the question that asked “what's that got to do with us?”.
And so we cannot deny the fact that getting engaged and getting involved in the conversation that is
happening the market can answer all the questions that people or that consumers have and wants to
open up and wants to convey to everybody specially to different market, to different business and different
companies as well.

69. Maybe you impress your investors. Maybe you're impressing Wall Street. You do not impress
us.
We all know that a lot of businesses do have a lot and different strategies on as how they will
be competitive among other competitors in the markets. They are all doing this in order to impress
investors, other business, other companies, wall street, and more importantly people or consumer
because they are those who will be patronizing their products and service that will be always offer to
market. But not all of them got impress every time business introduced something to people to market.
Sometimes investors do not impress with people, business and companies and even markets
strategies or in what they do or offer because what they want only sometimes is an open conversation and
communication that would make them enlighten, knowledgeable about everything in them specially to the
information that they also convey, because this is informative, reliable and the like. Because even
investors know that the information in the conversation was something that makes them impressed.
Why? Because they know that this is genuine enough, this is something that people could be believe
and trust. Because as w all know having conversation or through conversation truth comes out because
you share information, you throw your ideas, you throw or share your own opinion and your own
knowledge about everything or even something that relates and connects to people to business and to
market as well. Because this was not impressive as always meaning there are also times that
conversation do not impress us people, because there such conversations that are not open, that the
information are not true and the like and so even though they keep of trying and striving to make people
believe, to make people impressed still they cannot.

70. If you don't impress us, your investors are going to take a bath. Don't they understand
this? If they did, they wouldn't let you talk that way.

We say from the very start that markets are conversation because it’s part of a day to day
conversation of the companies who has or who owns their products to the specific markets, and so it’s a
part, or it’s a part of their job or their business to consider what market to take or what market to go into.
Meaning market was always part of a day to day lives of business man, business meetings, was part of
the top management, or even employees conversation on for example, what are the market demands of
for today, what is the market status etc.
Markets are conversations; maybe it’s because of its sometimes defined as the set of buyers
sharing particular needs and wants. “Sharing” can sometimes done through conversation/ talking
together.
And so to this thesis, what I do understand is that if people or even business learned from their
mistakes from the past process or strategies that they have done before it is an assurance that there is a
possibility that they do not do it again and again. Because this will serve as their basis if they will go to
invest on to your business or not, or even if they will be putting up profitable relationship to and to your

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business as well. Through this both business and people particularly those consumers or
customers in the market will have the basis for their futrure decisions that are in line with market, products
and services that offers in the different business in the market.
71. Your tired notions of "the market" make our eyes glaze over. We don't recognize ourselves in
your projections—perhaps because we know we're already elsewhere.

We cannot deny the fact that from the very beginning we all know the word “market” because this
starts since businesses began in our society or in our environment. This word starts to gain importance,
starts to gain issues in the different people, particularly those who are engaged in business, this starts to
be a problem of the different companies and industries, and most of the time it gains a lot of focused
because this are the main reason why business of the different personalities or individual and companies
or even countries as well, to be able to exist and continuously proceed and perform to their different
objectives. And this was also the main reason on why different business does have this kind of
perseverance to serve and provide people quality and profitable products and services as well as
relationships.
And now people are getting smarter enough as what markets getting used to also. Now we can
say that most of us have this kind of deep understanding about market. We are continuously learning that
our notions of markets are those who will recognize each one of us; those who will recognize our ability to
differentiate ourselves to those business and companies who are in their ivory tower. Our notion on
market helps us to be knowledgeable enough at the same time to be particular enough to what was really
market from time to time is all about. That’s why this thesis says that “Your tired notions of "the
market" make our eyes glaze over. We don't recognize ourselves in your projections—perhaps
because we know we're already elsewhere. ”

72. We like this new marketplace much better. In fact, we are creating it.

In today’s generation, we can all say that we have very large market, in a way that people
nowadays to have this kind of creative, productive and effective thinking on as to how we will be able to
have connections to each other, how we will be able to constantly provide constant connections and
interactions to our co-consumers in the market because we all believe from the start that markets indeed
is a conversation.
That’s why we explained that markets are conversation because it’s part of a day to day
conversation of the companies who has or who owns their products to the specific markets, and it’s a
part, or it’s a part of their job or their business to consider what market to take or what market to go into.
Meaning market was always part of a day to day lives of business man, business meetings, was part of
the top management, or even employees conversation on for example, what are the market demands of
for today, what is the market status etc. Markets are conversations; maybe it’s because of its sometimes
defined as the set of buyers sharing particular needs and wants. “Sharing” can sometimes done through
conversation/ talking together.
Maybe different marketplace nowadays are the main reason why people who likes business was
continuously engaging in business and people who are already engaged in business are continuously
engaging in business because markets are getting into a boom stage, markets serves as an eye opener
for all to be able to create and build this kind of connections and conversations through all.

73. You're invited, but it's our world. Take your shoes off at the door. If you want to barter with us,
get down off that camel!

There's a lot of truth there, what I meaning there’s a lot of truth with this thesis, especially the part
about the If you want to barter with us, get down off that camel up to the other marketing messages of this
thesis. We've been smart a long time though but continue supporting these companies, because we have
no other choice. They've dominated the markets for so long. It's only of late that there has been any real

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Competition in a lot of markets, brought on by the sheer power of the internet no doubt. In many
ways societies, business, companies are always inviting markets particularly consumers, buyers and the
like to get into their world and as well as to get markets to get to the world of them, because that’s were
interaction, connection and conversation goes. For me the meaning of “Take your shoes off at the door.
If you want to barter with us, get down off that camel!” is non other than acceptance in a way that
people/ market should know how to take and accept the world of business or corporate in the same way
also that business or corporate should accept their world in order to have a fruitful, meaningful and
profitable relationship and conversation among the two.
And so through this we can say that before getting into the different world, before accepting the
invitation of the different world we should take in to consideration that we have to take off our shoes at
their door. And if you want to barter to them you have to get down to the camel.

74. We are immune to advertising. Just forget it.

With this thesis for me it’s a yes, that there are some truths about this thesis, but I believe the
whole thesis was not that true enough to satisfy other readers and bloggers like me. It is sprinkled with
truths amid absurdity that is buttered up a bit to make the lies slide down our throats more easily...For
example "We are immune to advertising. Just forget it." I suppose since the Internet, those who use it on
a daily basis may have become a little desensitized to it, but not immune. Then some of the parts about
intranets are really ridiculous like #44 and #45 where it says "Companies typically install intranets top-
down to distribute HR policies and other corporate information that workers are doing their best to ignore.
Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals
cooperating to construct something far more valuable: an intranet worked corporate conversation."
Indeed we are immune to advertising because all of us, we are attracted to the what’s beautiful,
to what is high tech and to what was unique to out eyes because this was the things that serves as our
basis that the products and the services are trusted and high quality because also the quality of promotion
and presentation to the market particularly to the public. But we cannot say that all of the consumers in
the market are immune and get easily attracted to what was advertising was showing or presenting to us
consumer because there are times and their are consumers as well that they forget about the
advertisement of the product because they just stick to the quality of the product itself.

75. If you want us to talk to you, tell us something. Make it something interesting for a change.

Markets are conversation because there is something to convey, markets are conversation
because there is a very important discussion that we have to talk to, markets are conversation because it
aims to have a sharing and exchanging of ideas in the market, and markets are conversation because it
aims to have a change; conversation that we have to learned and apply to whether in the corporate world
or to the market world.
That’s why we say from the very start that markets are conversation because it’s part of a day to
day conversation of the companies who has or who owns their products to the specific markets, and so
it’s a part, or it’s a part of their job or their business to consider what market to take or what market to go
into. Meaning market was always part of a day to day lives of business man, business meetings, was part
of the top management, or even employees conversation on for example, what are the market demands
of for today, what is the market status etc. Markets are conversations; because of it’s sometimes defined
as the set of buyers sharing particular needs and wants. “Sharing” can sometimes done through
conversation/ talking together
And so the main point is that you have to talk in way that your giving others knowledge and
learning’s on something, that you give others idea that will serves as an eye opener for them to go strive
more, and also continuously connect and constantly provide reliable, informative and productive
information for change not only to the market but as well to those also that is connected to market that
needs also a change.

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76. We've
got some ideas for you too: some new tools we need, some better service. Stuff we'd be
willing to pay for. Got a minute?

Technology nowadays offers a lot to market. They offer things that can make consumers life
easier, they offer things that is surely click and “in” to market and that surely makes market long for it. And
one of this offers are the internet, which serves as a savior and helper of most people around the world.
We cannot deny the fact that most of us uses internet as part of our daily lives. A lot of people used it
mostly on the cities, and mostly on the corporate world as well as to the different demographic sectors in
the environment.
A lot of people used it because it offers a lot, it serves a lot and it really helps to most of needs,
wants and demands of people. That’s why most of us are dependent to what it can do to us. An internet
provides us and helps us to be updated on what was new in the cloud, to what was new in the market.
They have offers new tools that would particularly help those consumers who are in need of that tools and
they offer services that through time continuously became better and better. That’s why we can’t blame
those who are developing those tools and those new services in placing money in exchange of those
tools and services that they offer to all the consumers, surfers in the market. That’s why it’s a choice and
it’s an option to all the consumers in the market if they will go to avail those new tools and services.

77. You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back
later. Maybe.

Email is not new for us because a lot of people were using it nowadays, it a product of technology
that runs on the cloud. Email truly gives a lot to all the people, E-mail is free. With no production,
materials or postage expenses, you can easily and affordably communicate event information. E-mail is
fast. Time-sensitive information including updates pertaining to events and breaking news can be
received within minutes, not days or weeks. E-mail generates an immediate response. By providing links
within your e-mail, you give potential participants the opportunity to register right then and there. You can
see the results of your efforts instantly. E-mail is targeted. You can easily segment your lists into groups
so your e-mails go to the individuals who are most likely to respond to that particular message. E-mail is
proactive. Instead of passively waiting for participants to visit your Web site, e-mail enables you to
aggressively communicate with and educate your existing participants. E-mail expands your reach. Grow
your database by sending information to your participants and encourage them to forward the message
onto their own friends and family. E-mail allows you to foster long lasting relationships. Build a regular,
ongoing dialogue with those registrants/participants who appreciate the routine communication. Those
who do not can easily opt-out. E-mail will grow your organization. Maintaining and growing your e-mail
database will allow you to fully utilize our services, including free Broadcast e-mails and an upgraded
version of HTML e-mails (fee applies) in order to reach more participants.

Reference:
http://www.activeendurance.com/resources/importance-of-email.htm

78. You want us to pay? We want you to pay attention.

In the business world we can say that transactions do happen, meaning people particularly
buyers or consumers in the market; they pay because they want to consume a particular or a specific
products and services that the different business offers to them. They both know what should happen,
and what will happen if both of them are in or with the market itself. It is not new to business and it is not
new also for all the buyers, consumers and a lot of actors or even individuals that are engaged or were
into the business or market world.

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When things are good, when situations are good in the market and in the business, both
consumers or buyers and sellers transactions and exchange into the market flows smoothly, for both
actors playing in the market. But when things get rough and tough, a lot of issues coming out, a lot of
demands coming out and increasing, and a lot are getting pressured. Because aside from both who
doesn’t give each other a chance to open the door for understanding and explaining their sides.
And if we were going to analyze who among those actors are very demanding, it’s I think the
consumers or the customers are those actors in the markets that is truly affected and that is truly
demanding. For the reason that they do want attention, an attention that would make businesses
understands their part or their point on why they want an attention from them as a business. And because
they want to explain to those businesses in the market the even business do want consumers or
customers to pay them for the products and services in the market…but what they really want is that the
attention that makes everything in the market becomes better. That’s why this thesis say’s “You want us
to pay? We want you to pay attention. ”

79. We want you to drop your trip, come out of your neurotic self-involvement, join the party.

If we were going to observe, people from the past do want only to consume, to buy everything
what they want and what they need in the market. And business do want only is to serve and provide
different products and services to be able to sell for those consumers/customers in the market. This was
only the main reason and the main cycle of transactions and exchange that is happening from the years
that past. People from that time do not know and do not find and rather feel what was really the essence
of having this kind of situation from that time and even after this very moment.
And to this thesis that says “We want you to drop your trip, come out of your neurotic self-
involvement, join the party ” for me this simply explains that businesses must go down to their ivory
tower, be belong to the community and the like. Because through this simple things, they can understand
and experienced the reason why they must or it is a must for them to join the said party, which means that
this party only says the true success and relevance of people, consumers, customers that is in the
market, and as well as the market itself. This thesis also explains and reminds all business in the industry,
in the market that not all the time they have to be focused on, they do have to understand the market as
well as well as it’s people.
They have to experience and they have to know how to drop their trip come pout with their
neurotic self-environment. And more importantly join on the party that’s happening outside particularly in
the market or into the business and industry. Because through this, there are things that are not expected
to come out, that is not expected to share with the different people who are engaged in the market, in the
business, and even in the industry.

80. Don't worry, you can still make money. That is, as long as it's not the only thing on your mind.

We cannot deny the fact that money makes the world go round. And with these beliefs or with this
principle, people from the past and even from today do know the power and importance of money with
their lives. Because they do know how it can change people, how it can change decisions, your family,
and even those things in your life that you want to grow and increase. And this are all the reasons why
from the past and even from this generation think of all ideas that would serve as a way to produce or to
create money in hand.
From the very beginning we all know that when there is transactions or exchange that will
happen, the main thing or the main medium that is involved in exchange and transactions is “money” and
from today we do all know that people, business, market and industries make money through the
products and services that they offer to each other, in order for them to gain or to have money out of this
things.

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And we cannot deny the fact that a lot of people nowadays want to exchange in something that
would help them create or make money, ands that is through exchanging or involving in the business
matters or in the business world. And through time business would have an attitude that they only think
that in order to make money they have to think of any business that will ensure them would produce
money for their company. Which is according to this thesis is not healthy, because not only business can
produce or can provide money to individual, because there’s also money in not thinking and not throwing
money to stick in your mind. Meaning there are also things that would also provide and create money
that’s why this thesis says “Don’t worry, you can still make money. That is, as long as it's not the only
thing on your mind. “

81. Have you noticed that, in itself, money is kind of one-dimensional and boring? What else can
we talk about?

If we were going to observe there are lots of people who likes and who wants to have money
because they know how it works even if it is only a single paper or a single coin. Because money has its
own value, it has also its own power that is really amazing, moreover when it is in terms of changing
individuals attitude or even decisions and principles in life; and even organization’s companies, and
industries and different demographic sectors as well. People when so greedy even business and some
companies, when so greedy money was not boring because this is all what they want to have.
I do agree with what this thesis says that “Have you noticed that, in itself, money is kind of
one-dimensional and boring? What else can we talk about? “Because it is true enough that money is
a kind of dimensional and boring in a way that still or always the same functions that provides us, even
though we can never change it’s value. It became dimensional and boring maybe because of the way
people value it. For example if it was always your topic at home, in the morning, in the afternoon, and
even at night. Another thing would be if it’s always your goal as a person, organization or even as a
company or as a business.
Why? because if money was always involved in a individual’s life or even in the cycle, process
activities, mission, vision and goal of the company , the conversation or the discussion and the
relationship within the company doesn’t have any worth at all, because even though money has it’s own
worth in itself and even to all those who needs and used it ….,still we cannot deny the fact that most of
the times it has an effects that is truly not good and healthy for an individual for a company or for the
business as well.

82. Your product broke. Why? We'd like to ask the guy who made it. Your corporate strategy
makes no sense. We'd like to have a chat with your CEO. What do you mean she's not in?

When we say corporate strategy I do believe that it deals with or it has a connection with the
corporate activities, goal and corporate world of a certain business or company in the market / industry.
This also deals with the corporate strategies of those businesses that provide products and services. It
has a sense or doesn’t have any sense in the eye of those who were consuming it particularly their
customers around the market.
For me it connects to the word commitment, influence, competence, focus and compassion.
Commitment because it is being manifested by the company or by the business by their willingness to
improve the service and the entire amount of personal sacrifices that could make them achieve their goals
and objectives. Influence because corporate strategies of a business has this ability to influence others
with which they know that it takes hand work and proven the results.
Being competence in a way that the company has this ability to make things happen where it
really counts because they know that the key to success their business is to be always ready to play the
game of competition and this is when you make constant involvement in the real world happen inside the
market and on how they will contribute on their business more. Another is the word focus because as a

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business entity they really have to have the ability to guide and spot the right things to prioritize
like their employees and to concentrate more in accomplishing their needs.
Lastly is being compassion which simply means that they need not only focusing on their works
as a business firm and not only concentrating with their people but also have the desire for the excellence
and difference. It is a kind of attitude that pushes them to settle for anything less then the best possible
results of a certain goal.
83. We want you to take 50 million of us as seriously as you take one reporter from The Wall
Street Journal

“The Wall Street Journal (WSJ) is an English-language international daily newspaper published
by Dow Jones & Company in New York City with Asian and European editions. As of 2007, It has a
worldwide daily circulation of more than 2 million, with approximately 931,000 paying online subscribers.[2]
It was the largest-circulation newspaper in the United States until November 2003, when it was
surpassed by USA Today. Its main rival is the London-based Financial Times, which also publishes
several international editions.”
“Ultimately, the intentions here might be pure: the world is changing and consumers - end users
- would like to feel like they have more access to corporations and influence how corporations provide
products and services. More introspection is needed, but for today, let this be a starting point.”
“More importantly, lets agree that language that creates a chasm between interested parties
should be dispensed with. And, lets all be careful not to get too far ahead of ourselves. Otherwise, there’s
nothing new about social media at all.”
There are lots of new and a book that says every company takes 50 million customers more
seriously than one Wall Street Journal reporter. But most of them haven't yet figured out how to talk to 50
million people online. Meaning people who are in online markets doesn’t have this more tight and
powerful conversations that people those who are in the more literal market. That’s why most of us today
believe that conversations inside the cloud or online to have the power to change past conversations into
more informative and reliable information for people and just for people.

84. We know some people from your company. They're pretty cool online. Do you have any more
like that you're hiding? Can they come out and play?

To this thesis what I do understand and what I do relate is that the word “passion and challenge”
for both business and market in the society or in the industry because of the sentence that says “Do you
have any more like that you're hiding? Can they come out and play?” With which challenge all the
companies and businesses to show what they have for people and to market as well. And passion
because this explains how is passion works to companies business and the like in the industry.
The amount of achievement that you accomplished as a business or as a company or as an
organization which is determined by their commitment but the quality of their output is determined by the
passion that they have put behind it. Passion is not simply doing things with a dire desire for excellence
and difference. It is the attitude that pushes a company or a business not to settle for anything less than
the best possible results of a certain goal.
This is the fire that keeps them warm and conditioned in everything that they do. It is a feeling
and a voice within them saying “let’s go! Let’s do it!, lets do it perfectly! “For peoTo this thsis ple and just
for people. It is the energy that makes them feel good at night, realizing that you have done something
meaningful and there’s no more to come.

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Challenge in a way that or in relation to this thesis, companies or businesses are challenge all
throughout their activities, process in their business or in their companies, maybe because they are both
challenge to show or to explain to people and to market even though everything should not be exposed.

85. When we have questions we turn to each other for answers. If you didn't have such a tight rein
on "your people" maybe they'd be among the people we'd turn to.

To this thesis that says “When we have questions we turn to each other for answers. If you
didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to. ”
maybe they’d be among the people we ha turn to which means that when people ask something and they
do want to find answer to their questions, books, magazine, and the like are not their only reference for or
finding answers for all their questions and today the main basis or the main way of searching for such
answers is through other people’s conversation, for other people’s opinion, suggestions and the like.
Because they know what there is such reliability, dependability, and resource from the conversation.
People in the market are like that, they are those people who are turning to each other for
answers to each and different questions that they have in their minds. Because they know that these
questions do have answers among those people they’d turn to. And so that’s why they value the meaning
communication and conversation in their lives. They value the accuracy and simplicity and clarity of the
communication or conversation. Because they know that through this a lot of message or the answer is
clear when it is give and shared to others for them to have something to feel, to think about or to do
something. Because it is clear, it is important to seek a reaction or a response to check if the clarity is
achieved.
They value the accuracy because this means that what you say is true and you convey it with
conviction and great sense of credibility. Simplicity and is making sure that all unnecessary information is
taken out and only those that matters are retained. Meaning this should be focused and simple. And
clarity with which different from simplicity because over simplification should not sacrifice the clarity of the
message and through this the essence of turning to each other’s answers becomes reliable and
dependable to one another.

86. When we're not busy being your "target market," many of us are your people. We'd rather
be talking to friends online than watching the clock. That would get your name around better
than your entire million dollar web site. But you tell us speaking to the market is Marketing's
job.

In this thesis they allow us to go back to the concept of marketing to the different companies and
business in the market or in the industry. They sat that marketing is a social and managerial process by
which individual or group obtain their needs, wants or expectation through creating and exchanging
products and values with others. The art and science of choosing target market and building profitable
relationship with them; the market actors’ aims to maintain and grow target customers by creating,
delivering and communicating customer value.
In today’s generation or in today’s setting there are lots of popular sites related to blogs, in which
enables the users to talk, to write or to make blog on their own opinions, suggestions and comments
sometimes on others and sometimes on business, markets and even on different industries. And this is
through chatting from one another and others from or through blogging; as well as to share and subscribe
to others with millions of sites in the cloud as well. It’s through enough that lots of things, data’s and
information from conversation that is happening from the cloud would be generated or is generating
today, tomorrow and moreover in the future.

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And we must or we have to understand all those in order for us to not only be updated with the
entire and new million dollar websites in the cloud but more importantly to catch up as to what future to
offer. And if were going to explain the sentence from this thesis that says but tells us speaking to the
market is a marketing job. This only means that speaking to market particularly to people or to be more
specific to consumer or customer is one of the main task and responsibilities of the market specially
marketers because this serves for the business and companies to build a profitable relationship to their
customers or consumers.

87. We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake
to think we're holding our breath.

Do you see where this is going? When you stop listening to the community outside your walls, you fall
out of touch and out of favor with the community. Meaning when you stop having conversation with
community you have also ended the communication or the conversation you have to each of the actors or
individuals in that particular community. And that was the big mistake that you can claim if you do stop
communicating and conveying, because you also stop spreading or letting the conversation flows in the
continuous manner that it can make or even you stop the chance of the conversation to influence a lot of
individual or actors in the market.
The way to endear yourself to them once again is not to contextualize your message and market it to
them as your target… ultimately, that just further distances you. (And you know you’re in trouble with this
when you begin with statistics on your market size.) Try discoursing with the community, and things will
come back in line. Slowly, perhaps. The problem wasn’t created overnight and won’t be fixed overnight.
Incarnation is for the long haul… but it works. Where did all the men go? I quote thesis number eighty-
seven. “We’d like it if you got what’s going on here. That’d be real nice. But it would be a big mistake to
think we’re holding our breath.”
And so this also provides us an idea or a conclusion that having mistakes in strategies, practices and
implementations of products and services in the market could really take the breath of all the companies
and business because they know how it will going to affect their business particularly their people as well.

88. We have better things to do than worry about whether you'll change in time to get our
business. Business is only a part of our lives. It seems to be all of yours. Think about it: who
needs whom?

If we’re going to take a look at business based on its definition that says “A business (also called a
firm or an enterprise) is a legally recognized organization designed to provide goods and/or services to
consumers, governments or other businesses. A business needs a market. A consumer is an essential
part of a business. Businesses are predominant in capitalist economies, most being privately owned and
formed to earn profit to increase the wealth of owners. The owners and operators of a business have as
one of their main objectives the receipt or generation of a financial return in exchange for work and
acceptance of risk. Notable exceptions include cooperative businesses and state-owned enterprises.
Socialistic systems involve government, public, or worker ownership of most sizable businesses.”

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And so to this very long definition of business itself, it is true enough that different business in the
market is truly part of our daily lives because of so many reasons. One would be because they need them
in order to survive, in a way that we buy what we need and what we want to them, and that is also why
transactions or exchange happened every day. And second thing would be they need us, in a way that
they need people particularly consumers, or customers in order for them to gain profit and also to
continuously continue their business throughout the years.
That’s why we cannot deny the fact that the concept or the idea between consumer/customer versus
business was true, that states that both are need by each other in order to grow and to survive.

89. We have real power and we know it. If you don't quite see the light, some other outfit will come
along that's more attentive, more interesting, more fun to play with.

I do believe that in this thesis “consumers was the main topic in which not only as a person who uses
any products and services that different business provides to them every now and then in the market. And
it is true enough that it is typical already when” business people and economists talk of consumers they
are talking about person as consumer, an aggregated commodity item with little individuality other than
that expressed in the buy/not-buy decision. However there is a trend in marketing to individualize the
concept. Instead of generating broad demographic profile and psychographic profiles of market
segments, marketers are engaging in personalized marketing, permission marketing, and mass
customization.”
I do believe that we as a consumers of all the business in the market truly are the person who
presumed to dictate what goods are produced and are generally considered the center of economic
activity and this is usually saw in free market or capitalist economies. And another thing would be”
Individual consumption of goods and services is primarily linked to the consumer's level of disposable
income, and budget allocations are made to maximize the consumer's marginal utility.[2] In 'time series'
models of consumer behavior, the consumer may also invest a proportion of their budget in order to gain
a greater budget in future periods. This investment choice may include either fixed rate interest or risk-
bearing securities”
That’s why I do agree with what this thesis says “We have real power and we know it. If you don't
quite see the light, some other outfit will come along that's more attentive, more interesting, more
fun to play with. “

90. Even at its worst, our newfound conversation is more interesting than most trade shows, more
entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites
we've been seeing.

Conversation and communication are connected to each other in a way that conversation is a way of
communicating also; in both sides people are involved to it. In communication or in communicating rather,
a goal has to be translated into a message and that message has to be communicated well to others. An
so in relation to networked conversation, it’s powerful in a way that it is conducted in a modern way of
having conversation to others, because we are using technology, actually new form of technology when it
come to having conversation and communication to other people. No matter how far they are to us.
This thesis really have true information that conversation today was one of the newfound
conversation that s more interesting than any other show in media, because this is something that people
wants to see, wants to hear and wants to spread more. Because this is something that everybody in the
market can relate and can contribute to. And it is also true enough that this is certainly true to life than any
other corporate web sites we've been seeing today and continuously been seeing in the future.

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That’s why it’s also building new form of social organization online, actually a modern type of social
organization. And since were living in technology today, we are also communicating or having a
conversation to others with technology in our side, or using technology, like what stating in the previous
sentence. And so, that’s why it shows also a powerful knowledge exchange and more over it really and
continuously emerging. Networked conversation reminds us and thought us again that in communication
accuracy, simplicity and clarity is the key not only to have/ having good conversation but also in
exchanging knowledge to others for it to continuously emerge.

91. Our allegiance is to ourselves—our friends, our new allies and acquaintances, even our
sparring partners. Companies that have no part in this world, also have no future.

A company maybe a corporation, a partnership or any form of business; These firms needs
employees and workers for them to meet their objectives, which is to be profitable. A company like
mediator, which has a direct relationship with a market, simply because firms are the active participants in
the market. Additionally, market with few firms or companies, it would have a declining effect. That’s why,
a competitive market means that it contains competitive. Companies where skilled workers can find if due
to unforeseeable events, the market declines, one remedy is to increase prices of goods as stated earlier.
When this happens, the companies may terminate employees or temporary decrease their compensation.
Inversely when the market progresses, employees are proved to be benefited their companies
may increase production which needs many human resources and increase in compensation and benefits
their ability to comply their daily expenses are parallel with markets improvement. A company’s action
depends on market fluctuation which directly affects its employees. This only means that whatever
happens in the market affect s the employees whether the two are being connected or compared directly
or in their commonality that is through companies.
And so with this thesis i do agree that companies that have no part in this world also have no
future. Which simply means that any company must know what is their part in the market, as a business,
as a industry and the like in order for them to know what the future has to offer for them as a company or
even as a business.

92. Companies are spending billions of dollars on Y2K. Why can't they hear this market timebomb
ticking? The stakes are even higher.

Since I’ve starting the book Cluetrain Manifesto I’ve always l like the idea of being joined in
conversation. Companies today are getting bigger not only in way that there are lots of establishments
rising from our society but in such a way that all of them are getting advance and competitive in a higher
level because of the condition of markets today. But still there are companies that don't realize their
markets are now networked person-to-person, getting smarter as a result and deeply joined in
conversation are missing their best opportunity.
And since technology are getting wider and getting advance, people were trying to adopt
whatever changes in whatever changes that technology has. And the more it changes, the more it gets
wider demographic sectors as well people were continuously and simultaneously riding and adopting.
That’s why a lot are getting smarter getting informed and a lot are organized specially markets, and so
that’s why also a lot of people are participating because no one wants to live with the environment that
has no capability to adopt to what’s future and change brings.
And so if people are getting smarter or even markets are getting smarter the stakes are getting
higher to. And this was the reason why a lot of business, a lot of companies and a lot of business
personalities in the market are continuously engaging with the flow or with trends in the market. And also
this was the reason why there are lots of issues about cost and about budgets are involve in the
conversation that is happening in a business or in a corporate world. That's why this thesis says
“Companies are spending billions of dollars on Y2K. Why can't they hear this market timebomb
ticking? The stakes are even higher. “

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93. We're both inside companies and outside them. The boundaries that separate our
conversations look like the Berlin Wall today, but they're really just an annoyance. We know
they're coming down. We're going to work from both sides to take them down.

This thesis was somehow related to the thesis that says “Companies need to come down from
their Ivory Towers and talk to the people with whom they hope to create relationships.” which for
me the boundaries would be the ivory tower and in which in this thesis states that it is like the Berlin wall
today that separate conversations and really just an annoyance. Ivory tower and Berlin wall for me are the
same in a way that it has both purpose, and it is would be to block, to separate, to stop and the like.
Listening to people/market was also start getting the pattern as to what people/market usually
want to buy or want to have in the companies’ products and services.
And so this reminds us the value of customers and customer satisfaction as well. Customer value
by definition is a benefit that the customer gains from owning and using products compared to the cost of
obtain product. And customer satisfaction by definition also, depends on the products perceived
performance in delivering value relative to a buyers expectations, and if were going to recall based on the
marketing concept, customer value and customer satisfaction are closely linked to quality and total quality
management in which an approach of constantly improving the quality of products and business process.
And so it’s true enough that a companies must create, maintain and enhance strong value lade
relationship with people/customers and other stakeholders. Because creating, delivering and
communicating superior customer/people value is always the key for a company or for a business to
achieve success.

94. To traditional corporations, networked conversations may appear confused, may sound
confusing. But we are organizing faster than they are. We have better tools, more new ideas,
no rules to slow us down.

Networked conversation makes it easier to the audience. First of the advantages is that, less
effort is needed than seeing the companies personally. They can just simply site in the website and log in.
Another advantage is formal or professional conversation are not necessary therefore it’s easy to
understand their conversation because they can also use whatever language they want as long as the
net worker can understand or translate it. Online audience, finds it more approachable in networking in
regards with asking question. Any private conversations can kept without the other audiences knowing it
and from their, networking conversation is low cost.
If were going to take a look at and compare difference between voice of companies to those
voices who are involved in the networked conversation we can say that they are truly different from one
another, in a way that corporation thinks as a corporation that’s why conversations are different while
voices from network conversation sounds, formed and shape by those genuine voices of people which is
powerful than or compared to a corporations.
And we cannot deny the fact that through the years that past, and even to the coming years
everything improves and everything, that's why we can also believe that networked conversations may
appear confused, may sound confusing. But we are organizing faster than they are. We have
better tools, more new ideas, no rules to slow us down. Meaning a lot of times markets do have this
kind of strategies that enables conversation in the market to be more organized, faster and at the same
time constantly informative and reliable.

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95. We are
waking up and linking to each other. We are watching. But we are not waiting.

The other main issue with this these was the value of feedback and conversation specially the
voices to those conversations in the markets. Because its true enough that if you don’t see any value from
those voices and conversations in the market your loosing the opportunity. And those opportunities may
be or can be your competitive advantage to other companies. It says “best opportunity” maybe because
what you can hear from them specifically from your customers or from those of your consumers will be
a great key and the best opportunity for you to continue and develop your companies or business
efficiency and effectiveness to the market itself.
This thesis simply means that wants to serve as an eye opener for all the readers, marketers,
business, and companies and for all those in the market that really markets are conversation and
conversation are really important in the market and conversation must be in the market and must
continuously develop and practice all the time. Because this are the way, the guide, and a chance or
opportunity that enables a lot of actors in the market to share everything internally in the market and even
externally. Conversation does have this kind of effects that really changes the market and really improves
the market through the years. Conversation in the markets really connects every actor to one another,
and enables them to update and share one another information that is new, informative and reliable from
one another, and also that can be helpful enough from one another.

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VERTSOL
Final Paper

COMPANY BACKGROUND

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A product of young minds who strive for quality and art; Adworks aim to interpret every
heart’s desire and every mind’s vision through each product and design.

Adworks is located at 103 Pearl Drive Ortigas, Pasig.

Adworks started out as a home business which flourished so fortunately and


unexpectedly.

Products and Services

• Invitations for all occasions

• Corporate ads (fliers, brochures, posters, signboards etc.)

• Printing of different designs

Mission

Our mission is to attend to the special needs of the society, providing services and
respectful products to their clients with the environment, and also, giving to its shareholder
and increasing profitability, and to the employee the possibility of developing their
professional competitions.

Vision

Our vision is to be a powerful printing group in continuously growth, with multinational


presence which differs of providing an excellent service to our clients, extends
opportunities to the employees and a positive contribution to the society acting with a
commitment global citizenship.

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Organizational Chart

As of October 2008

Owner

Front Desk Secretariat Production

Corporate / Other
Receptionist Occasions Printing

Birthdays
Personnel Design
Weddings

STATEMENT OF THE PROBLEM

Our study focuses on the manual system of the company, because it was the clogged part
encountering by their employees as well as the entire business. That’s why they always having
a hard time doing usual and different activities that their business is going through everyday
specifically every time they have a customer who wants to booked an order.

The specific problems are as follows:

Manual booking of orders

When the customers booked their orders to their store, the secretary will only placed
this orders to a piece of paper which cannot give faster service to the customer of the

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business and at the same time having difficulties in tracking accounts that sometimes
result to rushing a job or misunderstanding between customers.

Manual records of transactions

This becomes become the problem of the business because manual receipt took
time, and is considered as an additional cost because they have to always have their
receipt every time and every where because this will always serve as an evidence that
customer booked with them. And sometimes receipt gets lost that leads to confusions
and inaccurate computing of their sales. Other processes such as supply order and
payment collection also eat up time because it is done in a manual manner.

Spending lots of time updating of Customers

Secretaries spend too much time on reminding customers during the design phase.
Requirements gathering, design approval and revision approval include tasks such as
reminding the customers through email, text or call. These add to clog in the sales
activities because they always encounter lots of customers who are demanding even if
their events was not yet coming and there are also customers who are always late in
responding to their updates and then rush them when the date of their event was coming
already.

Manual tracking of orders, events and customers

It was the most clogged part of the activities that their employees as well as the
entire business were encountering because most of the times their are lots of customers
who are booked this month, next month, next year etc. They had hard time tracking this
different events because most of the times they are encountering kinds of customers
who are not responding to their updates about their events that’s why the person in

charge don’t know what to do because this customer do not respond. As a result
they were going to the other event that needs to manage also. There is also times that
the customer only responding when the date of their event was near already that makes

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their employees cram and don’t know who’s and how to manage first with all their
customers.

It only means that if they have lots of customers who booked orders to them, they
have a hard time to track all the orders, customers and events because of the different
kinds of customers they have encountering. Secretaries have difficulty and spend too
much time and effort in browsing through the manual records for each booking. They
cannot make sure to pay attention to each booking especially during peak seasons.

OBJECTIVES OF THE SYSTEM

This proposal will help the company speed up processes and eliminate numerous small
tasks that take up valuable time and effort. And also promote increase in sale activity.

Deadlines will be met and will be accurate through the scheduling system and email-
notification system. Along with this, the supplies and collections monitoring system will keep
track of inbound activities such as supply order and sales invoice. The web-based module will
invite more customers to avail their products.

SIGNIFICANCE OF THE STUDY

The study helps to identify the errors occurring inside business as well as to their company.
The study analyzes the possible solutions to the different problems their encountering in the
different activities they have in company and for it also to have more improvements. This study
also helps the business to be more efficient, effective and productive not only to the quality of
their products and services but might as well to all aspect of their business or company.

Significance of the Study to the User

Upon study the system the users will know the importance or the essence of the system
to their works specifically to the activities that they do in everyday. The users of the systems
are the secretary’s production personnel and of course the managers. We cannot deny the

fact that users still encounter problems to the system because this might become the
hindrance in the continuous process or activities that already exists in the business, which
for example adoptability.

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Significance of the Study to the Company

Since the company uses manual system, this study suggests and provides solutions that
can be helpful and reliable enough for the company and for their activities and functions. In
a way that this study offers a faster, efficient and reliable system that help them specifically
secretaries of different event to manage their work n a more productive way. The study can
result to a more competitive company in the retailing business.

Significance of the Study to the Group

The enables us to apply vertical market solutions concept as well as strategies into the
real world of retailing business. This was also enables us to be familiarized in using and
applying also systems analysis concepts through using use-case diagram, activity diagram
etc. It helps us practice more analysis based on the data gathered during the interview of
some related documents from the company that we studied. It helps us to apply different
concept learned during the subject of VERTSOL (Vertical Solutions). In a way that it helps
us to see and experience actual market strategies, conversations, competitions etc. It
practices us to be more competitive and proficient in our course regarding our line of
business in the future.

SCOPE AND LIMITATION

The group studied the Sales System of the Adworks which is usually done by their
secretaries as categorized to their corresponding categories to fill in based on their
responsible area. The system will include keeping records of each booking with a
scheduling feature that allows the user to set deadlines, milestones and critical levels for the
alerts and notifications. Another module will be the electronic mail and short message
service notification system that will help the user remind each customer whenever a design
needs to be approved and other reminders. The collections and supply order modules will
also be monitored with this system.

Other parts of the sales system such as marketing and advertising will not be covered.
An additional feature will be a web-based module that will allow customers to design and
purchase products online.

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USE CASE DIAGRAM of the EXISTING SYSTEM

AdW

Receptionist
USE CASE NARRATIVES of the EXISTING SYSTEM

IDENTIFICATION SUMMARY

TITLE: Inquire details

SUMMARY: This use case allows the customer to ask necessary information before the Pay
customer decides whether they will avail of the service

ACTORS: Customer, Receptionist, Assistant Secretary

CREATION DATE: October 24, 2008

Customer
VERSION: 1.0

PERSON IN CHARGE: VALENZONA, Cristine Camille M


Pro
Prod
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FLOW OF EVENTS

PRECONDITIONS: The store is open and a receptionist is available.

MAIN SUCCESS SCENARIO:

1. The customer will ask for inquiries about the service.

2. The receptionist will ask about the occasion then will call respective secretary
assigned in the occasion.

3. The assistant secretary will assist the customer to the showroom.

4. The customer will chose a design and decide for a negotiation.

5. If the customer decided to negotiate then the secretary will ask specific details
but if not then the inquiry ends.

ALTERNATIVE SEQUENCE: The customer just negotiates for the details.

ERROR SEQUENCE: The store is closed and no receptionist available.

POSTCONDITION: The number of booking for invitations will increase.

IDENTIFICATION SUMMARY

TITLE: Book transaction for invitations

SUMMARY: This use case allows a customer to make an agreement for availing the
service.

ACTORS: Customer, Assistant Secretary

CREATION DATE: October 26, 2008

VERSION: 1.0

PERSON IN CHARGE: BUENAVIDEZ, Reychele D

FLOW OF EVENTS

PRECONDITIONS: The customer made a down payment for availing the service.

MAIN SUCCESS SCENARIO:

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1. The customer will give necessary details such as date of event, date for pick-up
and theme of occasion.

2. The assistant secretary will make an agreement based on the details given by
the customer.

3. The customer will review the agreement made by the assistant secretary and
check details for correction.

4. If there are no corrections in the agreement then the customer will signed the
agreement. If not then the assistant secretary should make another agreement based
on corrections of customers.

5. The assistant secretary will verify the agreement then duplicate then give
customer a copy of agreement.

ALTERNATIVE SEQUENCE: The details are insufficient.

ERROR SEQUENCE: No details can be given by the customer.

POSTCONDITION: The assistant secretary will send list of requirements to customers


through their respective electronic mails.

IDENTIFICATION SUMMARY

TITLE: Down payment for availing the service

SUMMARY: This use case allows the customer to give initial payment to the assistant
secretary.

ACTORS: Customer, Assistant Secretary

CREATION DATE: October 26, 2008

VERSION: 1.0

PERSON IN CHARGE: YABUT, Ralph Ginel V

FLOW OF EVENTS

PRECONDITIONS: There is an initial payment made.

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MAIN SUCCESS SCENARIO:

1. The customer will give initial payment to the assistant secretary.

2. The assistant secretary will receive the payment and create a receipt.

3. The customer will validate the receipt.

4. The customer will sign the receipt if no corrections needed. If there are
corrections then the sales assistant will make revisions and issue another receipt.

5. The assistant secretary will authorized the receipt then give copy to customer.

6. The customer will receive a duplicate copy of receipt.

ALTERNATIVE SEQUENCE: Incorrect details

ERROR SEQUENCE: No official receipt available.

POSTCONDITION: The sales of the company will increase and booking of service will be
done.

IDENTIFICATION SUMMARY

TITLE: Full payment for availing the service

SUMMARY: This use case allows the customer to pay the balance to the assistant
secretary.

ACTORS: Customer, Assistant Secretary

CREATION DATE: October 26, 2008

VERSION: 1.0

PERSON IN CHARGE: YABUT, Ralph Ginel V

FLOW OF EVENTS

PRECONDITIONS: There is an initial payment made.

MAIN SUCCESS SCENARIO:

1. The customer will pay for the balance to the assistant secretary.

2. The assistant secretary will receive the payment and create a receipt.

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3. The customer will validate the receipt.

4. The customer will sign the receipt if no corrections needed. If there are
corrections then the sales assistant will make revisions and issue another receipt.

5. The assistant secretary will authorized the receipt then give copy to customer.

6. The customer will receive a duplicate copy of receipt.

ALTERNATIVE SEQUENCE: Incorrect details

ERROR SEQUENCE: No official receipt available.

POSTCONDITION: The sales of the company will increase and the release of invitations will
be allowed.

IDENTIFICATION SUMMARY

TITLE: Distribute the invitation to customer

SUMMARY: This use case allows the assistant secretary hand held the invitations to the
customer.

ACTORS: Customer, Assistant Secretary

CREATION DATE: October 26, 2008

VERSION: 1.0

PERSON IN CHARGE: BUENAVIDEZ, Reychele D

FLOW OF EVENTS

PRECONDITIONS: Full payment for the service and an official receipt or an agreement for
formality before releasing the orders.

MAIN SUCCESS SCENARIO:

1. The customer shows necessary documents to assistant secretary such as an official


receipt or an agreement.

2. The assistant secretary will receive the documents and release the orders.

3. The customer receives the order.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

ALTERNATIVE SEQUENCE: The customer has only one proof of service availability.

ERROR SEQUENCE: Incorrect or invalid documents

POSTCONDITION: The book invitation list will reduced.

IDENTIFICATION SUMMARY

TITLE: Design products

SUMMARY: This use case allows the assistant secretary to collect necessary requirements
from the customer as details for the service and to start the processing of products.

ACTORS: Assistant Secretary, Customer, Designer

CREATION DATE: October 26, 2008

VERSION: 1.0

PERSON IN CHARGE: VALENZONA, Cristine Camille M

FLOW OF EVENTS

PRECONDITIONS: There is an agreement made by the customer and assistant secretary.

MAIN SUCCESS SCENARIO:

1. The assistant secretary gives a list of requirements such as the kind of photos,
list of guests or details for the event to customers.

2. The customer accomplishes the requirements and sends it back to assistant


secretary.

3. Upon receiving the accomplished requirements, the assistant secretary forwards


it the accomplished requirements to the designer.

4. The designer layouts a design based on the details given by the customer.

5. The assistant secretary forwards the design to customer for approval and
revisions.

6. If the customer is satisfied then the customer sends a confirmation but if not then
the customer sends revision to assistant secretary for changes.

7. The assistant secretary receives confirmation of customer regarding the design.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

ALTERNATIVE SEQUENCE: The customer gives specific layout for the invitation.

ERROR SEQUENCE: No requirements given by the customer.

POSTCONDITION: The assistant secretary forwards the layout to production to produce a


sample.

IDENTIFICATION SUMMARY

TITLE: Process products

SUMMARY: This use case allows the processing of the invitations with a sample signed by
the customer.

ACTORS: Customer, Assistant Secretary, Production

CREATION DATE: October 26, 2008

VERSION: 1.0

PERSON IN CHARGE: VALENZONA, Cristine Camille M

FLOW OF EVENTS

PRECONDITIONS: The requirements are accomplished by the customer.

MAIN SUCCESS SCENARIO:

1. The secretary give confirmed design.

2. The production produces a sample and forward to the assistant secretary.

3. The sample is given to customer for approval.

4. If the customer approves then it will be signed then forward to assistant


secretary. If not, then the customer gives revisions and gives it to assistant secretary.

5. The assistant secretary gives to the production the signed sample.

6. The production produces copies and forwards it to assistant secretary.

ALTERNATIVE SEQUENCE: The customer gives changes from the sample.

ERROR SEQUENCE: Loss sample and no back-up of design.

POSTCONDITION: The processing list of invitations reduces.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

ACTIVITY DIAGRAMS of the EXISTING SYSTEM

Inquire Details

Customer Receptionist Assistant Secretary

Inquire services Answer questions

State Ask occasion type


occasion type

Call respective Assist to


secretary Showroom

Select desired
template

Negotiate
transaction

yes
Ask for specific
no details

Pay Half

Customer Assistant Secretary

Give initial payment Receive payment

Create Receipt
Validate Receipt

invalid

valid

Sign Receipt Authorize Receipt

Get Official Receipt Keep Copy of Receipt

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Pay Full

Customer Assistant Secretary

Pay Balance Receive payment

Create Receipt
Validate Receipt

invalid

valid

Sign Receipt Authorize Receipt

Get Official Receipt Keep Copy of Receipt

Book Transaction

Customer Assistant Secretary

Give Specific Details Record Details

Review Agreement Make an Agreement

unsatisfied

satisfied

Sign Agreement Authorize Agreement

Receive a Copy Duplicate Agreement

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Distribute Invitation

Customer Assistant Secretary

Show necessary Receive


papers Documents

Receive Release
Order Order

Design Products
Assistant Secretary Customer Designer

Give list of requirements Accomplish requirements

Received accomplished Send requirements


requirements

Forward Requirements Layout design

Receive design Forward design

Forward design Receive design

Review design
unsatisfied satisfied

Receive Revision Send Revision Approve Design

Receive Confirmation Send Confirmation

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Process Products

Assistant Secretary

Give confirmed design

Receive Mock-Up

Show Mock-Up

Forward Revision
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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

ACTUAL TIME VS TARGET TIME

Inquire Details

Activities Target Time Actual Time


1. Inquire services 5 mins 5 mins
2. Answer questions 3 mins 5 mins
3. Ask occasion type 1 min 1 min
4. State occasion type 1 min 1 min
5. Call respective secretary 3 mins 5 mins
6. Assist to Showroom 10 mins 20 mins
7. Select desired template 5 mins 10 mins
8. Negotiate transaction 15 mins 20 mins
9. Ask for specific details 5 mins 15 mins
TOTAL 48 mins 82 mins

Pay Half

Activities Target Time Actual Time


1. Give initial payment 5 mins 10 mins
2. Receive payment 3 mins 3 mins
3. Create Receipt 5 mins 8 mins
4. Validate Receipt 2 mins 5 mins
5. Sign Receipt 1 min 1 min
6. Authorize Receipt 1 min 1 min
7. Keep Copy of Receipt 1 min 1 min
8. Get Official Receipt 1 min 1 min
TOTAL 19 mins 30 mins

Pay Full

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

Activities Target Time Actual Time


1. Give full payment 5 mins 10 mins
2. Receive payment 3 mins 3 mins
3. Create Receipt 5 mins 8 mins
4. Validate Receipt 2 mins 5 mins
5. Sign Receipt 1 min 1 min
6. Authorize Receipt 1 min 1 min
7. Keep Copy of Receipt 1 min 1 min
8. Get Official Receipt 1 min 1 min
TOTAL 19 mins 30 mins

Book Transaction

Activities Target Time Actual Time


1. Give Specific Details 3 days 1 week
2. Record Details 1 hour 1 hour
3. Make an Agreement 5 mins 10 mins
4. Review Agreement 2 mins 3 mins
5. Sign Agreement 1 min 1 min
6. Authorize Agreement 1 min 1 min
7. Duplicate Agreement 2 mins 5 mins
8. Receive a Copy 1 min 1 min
TOTAL 3 days, 1 hour, 12 mins 1 week, 1 hour, 21 mins

Distribute Invitation

Activities Target Time Actual Time

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

1. Show necessary papers 5 mins 8 mins


2. Receive Documents 1 min 2 mins
3. Release order 5 mins 10 mins
4. Receive Order 1 min 3 mins
TOTAL 12 mins 23 mins

Design Products

Activities Target Time Actual Time


1. Give list of requirements 5 mins 15 mins
2. Accomplish requirements 3 days 1 week
3. Send requirements 3 days 5 days
4. Received accomplished
5 mins 10 mins
requirements
5. Forward Requirements 10 mins 15 mins
6. Layout design 3 hours 5 hours
7. Forward design 5 mins 5 mins
8. Receive design 1 min 1 min
9. Forward design 3 mins 5 mins
10. Receive design 1 day 3 days
11. Review design 1 day 2 days
12. Send Revision 1 day 3 days
13. Receive Revision 5 mins 5 mins
14. Approve Design 1 day 1day
15. Send Confirmation 30 mins 1 day
16. Receive Confirmation 5 mins 30 mins
10 days, 4 hours, 22 days, 6 hours,
TOTAL
9 minutes 26 mins

Process Products

Activities Target Time Actual Time

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

1. Give confirmed design 5 mins 5 mins


2. Receive Confirmed Design 1 min 3 mins
3. Produce Mock-Up 30 mins 1 hour
4. Send Mock-Up 5 mins 5 mins
5. Receive Mock-Up 1 min 1 min
6. Show Mock-Up 5 mins 5 mins
7. Receive Mock-Up 2 mins 2 mins
8. Make Revision 10 mins 20 mins
9. Give Revision 1 min 1 min
10. Forward Revision 1 min 1 min
11. Sign Mock-Up 3 mins 5 mins
12. Receive Signed
2 mins 2 mins
Mock-Up
13. Forward Signed
2 mins 2 mins
Sample
14. Produce Copies 1 week 3 days
15. Forward Copies 1 day 1 day
16. Receive Copies 10 mins 10 mins
8 days, 1hour, 4 days, 1 hour,
TOTAL
18 mins 2 mins

Based on the information provided above, it shows that there are some processes that
makes up the processing time of each product becomes slower. The target time is not exactly
reached and sometimes exceed with the set target time for each process.

The company’s processes when it goes with technicalities just like designs are very efficient
yet with the collaboration to make their process well organized are clogged which can affect the
entire system of the Sales Department of the company.

It shows that there is no form of standardization in which the speed of accomplishment of


their processes depends on their customers primarily. The group thinks it is not a good sign

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

because it shows that there is no formality and a standard system for the process and as a
result might become a bad effect against the company.

GEOGRAPHIC FLOWCHART

Stock
S Comfort Admin
Room
E Room Office
C

R
Design Printing
E
Show
T
Room
A
Show
R Room

Y Reception

/ Stairs
Garden Garden
S

TABLE OF RECOMMENDATIONS

PROBLEMS RECOMMENDATIONS

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

1. a. There must be an automated record


1. Secretaries have difficulty and spend too keeping system for bookings.
much time and effort in browsing through the
manual records for each booking. They 1. b. There must be alerts to help when a

cannot make sure to pay attention to each booking is in critical condition, lacking

booking especially during peak seasons. requirements, or when the event/deadline


is nearby.

2. Secretaries spend too much time on


reminding customers during the design phase.
Requirements gathering, design approval and 2. There must be an email and sms
revision approval include tasks such as notification system to help them eliminate
reminding the customers through email, text these tasks that eat up valuable time.
and call. These add to clog in the sales
activities.

3. Other processes such as supply order and 3. There must be a monitoring system for
payment collection also eat up time because it these processes to save the time and
is done in a manual manner. effort used to accomplish these.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

USE CASE DIAGRAM of the PROPOSED SYSTEM

Manage Customer
Accounts
s >>
de
c lu
User/ in Record Sales
<< >
Secretary s>
de
in c lu
<<
<<includes>> Monitor E-Commerce
Log in System
<< Schedules
inc
<<includes

lud
es
>>

Admin Manage SMS


<<
>>

in

and E-mail
cl

Manage User
ud
es

Accounts
>>

Record
Inventory Sales

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

AdWorks Sales System

AdWorks E-Commerce System

The proposed system will include automation of schedules, supplies and collection. These
are processes that belong to the sales system of the company which is currently ran in a
manual system. An additional web-based system will also be included for increase in sales

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

activity. This web-based module will facilitate accept online orders from online customers who
can customize their products before purchasing.

Based on interviews done with the owner and staff of the company, the sales department is
the most clogged up in the company. They have difficulties in tracking accounts that sometimes
result to rushing a job or misunderstanding between customers. This is why the group decided
to focus on this department.

BENCHMARKING

Kingstone AdWorks
Metrics
(Competitor) (Company)

1. Number of transactions

a. week 10 15

b. month 35 50

2. Number of braches 1 2

two (2) offset machines, four (4) offset machines,


fully automatic cutter, fully automatic cutter,
3. Equipments use letterpress, plating letterpress, plating
machine, stitching/binding machine, stitching/binding
machine machine, 3 colored printer

4. Number of products and


4 3
services

5. Type of clients Anyone Anyone

6. Annual premium income Php 300, 000.00 Php 1, 000, 000.00

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

The group chooses this company, Kingston, as a competitor because they have the same
industry which caters to the need of the market to the different printing services available in the
market for the consumers to experience.

STREAMLINING

In the proposed system of having an automated sales system and an e-commerce website
for the company which gives accessibility to customers in different locations not only customers
near in the site area, the group used four streamlining tools in achieving the proposed system.
These four streamlining tools are duplication elimination, error proofing, standardization and
automation/ mechanization.

 Duplication elimination

In the activity of booking accounts of different customers, the secretary do not need to
have another copy or a second copy which is intended for duplication. In the proposed
system, the company, AdWorks, simply sends an electronic mail to customer and will
directly forward whatever agreement you have negotiated or transact with the company. It
only means that you have a soft copy of your agreement which for this time is more reliable
and accessible. The client/customer will decide whether he/she likes to have a hard copy of
it but it depends on his/her decision.

 Error proofing

As we all know, you cannot really create n error-free application but most likely you want
to create an application which is less error and will detect errors in your process. In our
proposed system, the group suggests to automate their Sales System in order to overcome
the concept of clogging of bookings which yields to error. Sometimes, the company forgot
the schedules they have committed because they want to cater their entire customer asking
for special service which overlay other bookings. Also to reduce revisions in the first place
which will result to lesser expense or costs occurred.

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A Vertical Market Solution For Retail Reader by:
Reychele Buenavidez

 Standardization

In the new system, it will make a more formative and standard procedures because in
the e-commerce site you need to step by step follow the instruction before you can totally
purchase something. It will ensure that the important details are collected from the point you
decided to purchase their product. It will also help the company to reduce the concept of
patriarchal which affects the revenue of the company.