web2.

0 Paradigm and Biz Strategy
- Perpetual Draft -

Jo, SanKu
web2.0 Evangelist

web2.0? Bubble2.0? Not2.0?

?
web2.0
Massive & Fast Innovation Power Shift to You

Disruption & Opportunity

web2.0 Paradigm
Trend, Issue and Opportunity
 Paradigm
      You “We, the Media” Social Computing Long Tail Phenomenon Web as Platform Massive Innovation Second Life Online Video Mobile Web Utility Computing web2.0 Monetization New Economy Advertisement

 Hot Issues
   

 Businesses
  

You Participate, Linked, and Empowered

YOU
Value & Attention Services

Contents Distribution

You
Dynamic Community

Link > Talk > Interact > Collaborate

We, the Media Social Computing

1

Creators Synthesizers

10

Me Media
100 Consumers

Mass Media

Creators Synthesizers Consumers Linked Collaborate

We, the Media Social Media

Social Computing

Relationship Group Network Effect Collective Intelligence
http://www.micropersuasion.com/2006/03/institutional_p.html

단방향 : 읽기위주

웹 1.0

양방향 : 읽고 쓰기 ( 컨텐츠 생성 )

웹 2.0

25 만 웹사이트

8 천만 웹사이 트

집단지성 집단창작
생태계 일반 컨텐츠 사용자 생성 컨텐츠 일반 컨텐츠 사용자 생성 컨텐츠

4 천 5 백만 사용자

10 억 명 이상

1996 년

2006 년
Dion Hinchcliffe

Why? People Participate, Open, and Share
Exclusive Ownership = Power Opinion Leading = Power

Web Age Ecosystem Open & Share Information value lasts very long.

Value Growing Everybody is Happ Users Empowered We, the Media Social Computing

Change of Social Structure
Hierarchy
Authors Publishers/ Distributors

Flat

Consumers (End Users)

* Directory vs. Search

You Linked as authors, editors, synthesizers, archives, distributors,

Now, The Network Age The You Age

Long Tail Phenomena: Three Forces
Attention Sales Traffic Low Cost of Marketing People Linked (Word of Mouth)

Easy Reach to Value Search Democratization Participation

Short Head

Long Tail

Service, Product, Information, Opinion

Web as Platform(XoWeb, Everything Over Web)
Technology, Social, Culture, Business, Politics

Microcontens Syndication

Remixing Services Mashups

Contents Data Knowledge

Ecosystem

Services Businesses

We, the Media Social Networking

People

Massive and Fast Innovation
Innovation

 Liberation of Information and Tools  Utility Computing  New Money
Online + Offline

 Mashup, Innovation Grid API X + API Y = Mashup Z

Time

Mashup
Do-it-yourself Web Applications

 Metaverse: Mixture of fantasy and reality  Owned and run by it’s “residents”  Opened to the public in 2003  Stated as the "next phase of the Internet's evolution"  The World. The Creations. The Marketplace  The Linden Dollar: 247.5 Linden Dollars per US Dollar

Scion, Toyota's youth-oriented brand, has so far sold about 200 computer-generated cars in Second Life

Video, Major Data Type: 60% Traffic “ 百聞不如一見”

 Fast Transition to Video Age

Online Video: RMC, PCC, UGC
RMC PCC UGC
(User Generated Content) (Ready Made Content) (Proteur Created Content)

Mbox.paran.com
80 + MagicN/Nate 실시간 유무선 연동 UGC

Quality Reputation News Documentary Entertainment

Hot Issue Information Knowledge Parody

Casual Creativity Fun Clipping Street News

Short Head Body Long Tail “$$$”  “ 만드는 즐거움 ,  자기 표현 욕구 충족”

Online Video: IPTV

   

TV + Internet P2P Free world contents Advertisement model

 TV is Dead
 Too Busy  Time Share  Many Other Fun

 IP >> TV

Online Video: Video Search

More Choice != More Satisfaction => Channel, Filter, and Search

Mobile Web 

Driving Forces in 2007
 Low cost  High speed access  More services

 Advantage
        Ubiquitous Access is authentication Personalization LBS Short head Screen size Time constraint Moving

 Limitation

 Mobile Search, Mobile Video

Mobile web2.0
CDMA
Read

WiBro HSDPA

Read

write

Write

1.0
Read

2.0*
Read & Write
* 표현명 @ KT

Utility Computing Software = Electricity
Software, Storage, Computing

Utility Computing and Storage
Operation Cost (OPEX) Initial Cost to Buy Computers (CAPEX)

Total Cost (Accumulated, OPEX Only)

Monthly Used Computing Power

Cost for Computing Power

Monetize web2.0
 Is there any web2.0 startup making lots of money? Don’t mention monetizing by being acquired.  Sure, Not many right now.  Many solid business models in near term  History repeats
 Lots of arguments about the Internet businesses in late 1990s  Now. Yahoo, Google, eBay, Amazon  Disruption brings Opportunity and Risk

New Economy
 Second Money  Social Capital  Attention Economy  Advertisement: Free Service for Empowered People  Selling = Money + Better Service  Consumer in Control: Made of/by/for Customers  gLOCAL

Advertisement2.0
 The major web2.0 Revenue Model  $16B in 2006, $36B in 2010  Advertisement = Marketing + α  Personalized & interactive  Advertisement as content  Video advertisement  Cost Per Action, another disruption Wibro as an Advertisement Service

Advertisement2.0

Long Tail TV Ad

CPA and Personalization

CPA: Cost Per Action
 Start Business  Get Money  Pay Cost  iCompany  MeCompany  Mentrepreneur

web2.0 Business Strategy
Video Mobile

Market Biz Models People Value MyCompany2.0Services Mobile Search Culture Fast Innovation Risk Vision
Flat Communication

Strategy

Too Fast Change

Learning by Doing Made in/for/by People

web2.0 Business Strategy: Top 11 Rules Trend Watching, Benchmarking, Prototyping Focus on YOU
Made in/for/by People (users): Give all control to People, automated self-service People Power: Open and Connect People. Collective Intelligence and Network Effect

Enterprise2.0 Lightweight & Easy Everything at the Field at the Same Time

Trend Watching, Benchmarking, Prototyping  People (Customer) Need, Want, Dream  VC money flow  web Celebrities’ movement  Emerging hot services

Outside-In for Watching, Inside-Out for Execution

Don’t join in just because it’s “in”

Don’t miss out just because it’s “out”

The State of the Internet, Part 3 : Mary Meeker

Google works for the impact on People, not for money. That is the reason why Google is so successful.

Made in People (Customers)

β  

ββ
  

 People is the Killer Application.  Massive and fast change  Give all control to People  Automated self-service  Co-developer with trust

Enterprise 2.0 web2.0 within the Intranet

Enterprise2.0 Flat Communication through Blog
자발적 자기 표현 , 참여 , 공유하는 열린 터전 고객과의 교감

일터 문화 혁신 ( 수평적 ) 구성원간 커뮤니케이션 활성화 집단지성 활성화 인재 파악 및 등용 신속한 트랜드와칭 및 변화에 대한 빠른 대응 고객의 Loyalty 확보 Made in Customer 지속적이고 성공적인 사업추진

web2.0 Business Strategy: Top 11 Rules  Turn Applications into Open Platforms: Data is the Next Intel Inside.  Join and setup Ecosystem  Connect & Development to Bridge the Gap  Leverage the Long Tail  web2.0 Culture as Core Competence  Learning by Doing

Learning from Doing
Intelligence

Right Resource

“Planning and Strategy are Very Important. But Execution is Everything” “ 흙 다리도 건너고 본다 .” - 윤종용 사장 “ 쏘고 나서 조준한다 .”

Learning from Doing
 Do Video *
        Video Video Video Video Social Social Social Social UGC + Wiki vs. 지식인 Search Advertisement Network Search Shopping Watch

 Do Social *

 Do * Advertisement  Do * @ SecondLife

Anycall2.0 Anycall as Service

People Community Social Networking
SamsungMobile.com CC.Anycall.com People Community

Unique Services

Anycall2.0
AlterEgo Window to the World PC TV Entertainment
Open API

Services Information

Yepp

Seamless Connection

3rd Party Service Open Data and Devices

web2.0 Business Challenge

web2.0
web1.0

Challenge2.0
 Trend vs. Market  Revenue vs. Potential: YouTube  Poker Game?  Solid Business and Revenue Models  Low Entrance Barrier  Overcome Big Players including Three Ones?: Adobe  Glocal Businesses: Korea market is too small.  Total Chaos: Business, Value, Policy, Social Structure  Privacy  Information Overload and Digital Smog  Digital Divide

You Personalization
Decentralization

Long Tail Social Computing
Social Networking Social Capital

We, the Media UGC Video
Video Search IPTV

Collective Intelligence

web2. 0
Blur

Advertisement
Ad as Content Free

New Economy

Mobile
Internet Singularity Mashup

Attention, Trust & Fun

Massive Innovation
Disruption

Ecosystem

Virtual Life

web2. 0

Summary
 web2.0: Disruption, Opportunity, and Risk  Innovation is so fast and Intensive. Nobody Knows the Future.  Start Small, Move Fast, Think Big  Execution is the best web2.0 Strategy.

웹 2.0 의 의미 급변하는 현실에 대한 성찰과 혁신을 통한 미래 도약 Me2.0 Family2.0 Company2.0 Korea2.0 World2.0?

Thank You
JoSanKu@Paran.Com