Life 2.0
Life 2.0
Definitions, sort of, according to me:
Web 2.0 – think of this as the front end, consumer facing interface that folks use to connect with other folks. The terms "community" or "social network" are applicable here. It means – a place where folks hang out electronically, connect with peers or experts, friends or foes, with some commonality of interests. MySpace and Facebook are perfect examples of true end-user applications of web 2.0 technologies. LinkedIn is a business oriented example of such.
What's the difference between web 1.0 and 2.0? 1.0 was about extending the reach of people so they could connect with others far away, electronically. For business, it was about a new "virtual" storefront where customers could find you and spend their dough without having to physically drive to your location. It was about my ability to communicate with colleagues and cohorts around the planet in semi-real time. Web 2.0 uses the entire 1.0 internet infrastructure but does so in more of a matrix –instead of a point-to-point (person to person, or person to place) way of thinking. 2.0 is about connecting me with someone or something else because I was connected with you – and you were connected with them. It's sort of a 6 degrees thing. The main difference financially is that with 1.0 if you came to my web store and it sucked, you might have gone away, but you really couldn't extend the damage that you might have done. In a 2.0 world, you now blog about how bad I suck, you participate in forums and chats and generally have a much louder voice. The sphere of influence of someone in the web 2.0 world is frightening to many – one person can directly alter the opinions and actions of a lot of folks now.
Information 2.0 – when a CoP (community of practice – or like interested people) exists, a wealth of information is generated. For example, it would be good to know all you can about Chuck the antagonist in your CoP to try to understand his power in the community and then how to keep him on the team. There are huge amounts of very fine hunks of information created constantly in this way, so understanding it and using it is critical. Most "legacy" companies are afraid of this web 2.0 phenomenon because people say bad things – but that's asinine. Knowing is much more important than hoping. People are going to find a way to use their new found power whether you like it or not, so encouraging it and building a legitimate partnership with the community – both good and bad – will be paramount. Ignorance or hope will lead to death. Adaptation and embracing change is how survival works. You don't have to like it on day one, but you will learn to love it. The way people buy your products, use your services, research alternatives, tear down real or artificial "wall of confusion" elements that you've successfully used and relied on for years are gonna end. Knowledge is power, my brothers and sisters, and the wisdom of crowds will not be contained or restricted in the new world order. Understanding the data is the key to the kingdom for capitalists. This is not easy stuff – so if you are terrible at harnessing all the corporate information assets you already have, then you'll most likely be bad at this new stuff – but don't fret, for unless you are given the ability to hop on this bandwagon from a high level strategic sense, your company is going to perish anyhow. You might as well milk it until you can find some forward thinking alternative.
Side Note: this is the pot of gold for IT. Embrace the movement and get yourself smarter about this stuff. This is how IT becomes completely relevant and strategic again. Companies will slowly come to grips with the fact that if they don't participate, their customers are going to leave – and I don't care if it's a local hairdresser or General Motors – eventually the power of web 2.0 will change everything in business. The folks who were hip Internet 1.0 HTML coders were all the rage for a few years – but this is a far more long lasting, far reaching wave to ride – and it ain't about code per se – it's about the business of information .
Infrastructure 2.0 – The overwhelming majority of those considered web 2.0 companies are considered such because of their market perception. The overwhelming value that will come out of this wave for every company will come in the form of behind-the-scenes Infrastructure 2.0. Infrastructure 2.0 is simple to understand – since the web 2.0 phenomenon has hit it has largely been predicated on building a community – ideally to huge levels – in a completely unpredictable way, with some assumptions of the value created but no hard dollars to bet on. Advertising to eyeballs remains the primary value driver in this world, though folks like Amazon also exact a small toll for their efforts. Because of the unknown, or at least wildly variable, elements associated with "how do we make money" with web 2.0, using traditional business models and traditional practices on the back end made no sense. What the early folks wanted was infrastructure that scales forever, in whatever chunks I want, in real time, dynamically, and is based on absolute commodity components – that a monkey can manage. And oh yeah, it really should be orders of magnitude cheaper than what I can buy today. The IT industry said "we can't do that" so folks like Google did it themselves. No matter what you think, the model has been proven – and it's only a matter of time before every company starts insisting on having the same kind of thing in their data centers. The argument that you get what you pay for isn't true anymore. The presumption that cheap or free means inferior is baloney. How many of you run Gmail or yahoo Mail along side your expensive, enterprise caliber Email system because that same expensive, enterprise caliber Email system is down at least twice a week? When is the last time Gmail or Ymail were down? Sometimes free is better.
Side Note: This is a tremendously interesting (if you are a loser such as myself) space to watch. Just like the way in which a YouTube or MySpace was able to divert billions of dollars in value from traditional media players, if our little $100 Billion annual IT infrastructure industry doesn't change its stripes, even the biggest of the players will ultimately die. Not possible you snickering executive? It wasn't conceivable that ATT would be broken up, nor was the fall of the Soviet Union – but they were no longer able to control the masses, and eventually knowledge and desire will get out – so you either adapt to the new generation or you too may find yourself the subject of stories lumping you with "Ken Olsen said why would anybody ever want a computer in their house?" kind of stuff. Don't ever think you have been so successful for so long that it means you have a right to that success in the future. You don't. The only civilized way to travel was by train for a long, long time. The automobile was crap, and no one would ever really use that to replace the train – or so thought a billionaire or two. What happened? Infrastructure was put in place (roads) and the economics were so dramatically changed with the Model T that there was no stopping it. To this day the train has never recovered, and fortunes that were handed down for many generations stopped in their tracks.
Infrastructure 2.0 includes Storage 2.0, Server 2.0 and Networking 2.0. Everything 2.0. Most of where we are in all this is 1.5 at best – and mostly 1.0. True value of this whole 2.0 phenomenon won't be realized until company X is creating new exciting bonds with its constituencies via web 2.0 initiatives, and making decisions based upon the intelligence derived from their Information 2.0 architecture, which all executes on an IT back-end that costs pennies vs. dollars and effectively runs as a self-contained, self-healing, self-expanding entity. I want to invest in that company – but I don't play the market.
There are a bunch of folks who are starting to think this way. I watch guys like Ibrix with their file system being implemented to enable Infrastructure 2.0 inside a lot of their customers. I see what Google and Amazon have done and know it can work. I wonder how the legacy big folks are going to react. I understand how hard it is to forgo cold hard cash that your customer really wants to give you in lieu of pushing stuff that contradicts everything you've ever done. I really think that we'll see some very large, very old, very established companies not able to make the transition, and be marginalized into the land of Wang, Prime, and DG. Fun stuff.


