Alcatel Web 2.0 services Guide de référence rapide

New communication behaviours in a Web 2.0 world — Changes,

challenges and opportunities in the era of the Information Revolution

STRATEGIC WHITE PAPER

2New communication behaviours in a Web 2.0 world

Table of contents

Executive summary 3

Introduction 5

1. Global change in communication behaviours 6

1.1 How are behaviours changing? 6

1.2 Technology – enabling the changes to happen 6

1.3 Web 2.0 – The Read/Write Web 8

1.4 Evolution stages of the internet Web 2.0 9

2. The impact of change on internet users 10

2.1 Attitudes of internet users 10

(i) Individuals as Users 2.0 10

(ii) Corporations as a speciﬁc community of Users 2.0 10

2.2 Impacts on behaviours of online users 12

3. Show me the money! 17

3.1 Advertising 17

3.2 Data mining 18

3.3 Network capacities building 18

3.4 Enterprise 2.0 growth 19

3.5 Web 2.0 going mobile 20

4. Non-believers 2.0 – fears and criticisms 22

5. Beyond Web 2.0 – future evolution of the internet 23

Appendix A: Web 2.0 elements 24

Appendix B: Software technologies available to serve Web 2.0 28

Appendix C: Examples of corporate involvement in Web 2.0 29

Appendix D: Environment for Web 2.0 32

About the authors 35

Contacts 35

Notes 36

Acronyms 39

3New communication behaviours in a Web 2.0 world

Executive summary

Social communication has changed. In the past two decades, technical devices have brought

more collaboration, social interaction, personalization, active participation and communication

itself than ever before. One of the main reasons for this has been the emergence and spread of

broadband internet. However, associated technological advances, such as

email, messaging, rich internet applications, content generation application,

mash-ups and enterprise applications, have also played a major role.

This stage of internet evolution is known as Web 2.0. It is already having

an effect, not only on societies and communities but also on businesses and

established business models.

But most of all, perhaps, it is having an effect on users: on how they react

to the promise of an evolved internet, on what they do with it – even on

exactly who those users are. Together, these factors are creating a new type

of user. He or she is User 2.0.

In this paper we look at the effects of Web 2.0 on the behaviours of online users. These effects

include:

1. Shift of attitudes of internet users

2. Growth in broadband connection

3. Content being delivered free of charge

4. Online social networking as a new communication domain

5. Fragmentation of consumer markets

6. The internet as the main source and transmitter of knowledge

7. Internet privacy, online security and data ownership

Web 2.0 is affecting corporations too. For these businesses, the spread of broadband and online

services brings new revenue opportunities. However, it also threatens current business models.

Internally, enterprises globally will increasingly make 2.0 ‘tools’ part of their routine.

Collaboration productivity tools, unied communications, virtual worlds and Web services are

among the tools likely to be adopted. Their adoption will, in turn, drive the growth of a social

networking enterprise software industry.

As new internet Web 2.0 services emerge, online advertising will grow in importance. There are

a number of reasons for this. Firstly, an increasing number of users are spending an increasing

amount of time on the internet. As new companies appear offering tools that make Web 2.0

even more attractive, this trend will accelerate. Advertisers will obviously want to reach this

vast audience. And this change will not just involve private individuals: as corporate use of the

internet increases, not only will advertising offer a way to reach such businesses, but it will also

offer the corporates themselves a way to reach potential customers – both high-level clients and

ordinary consumers.

Traditional advertising vehicles, like magazines and television, will probably continue to attract

signicant advertising budgets for some time to come. However, as audiences spend less of their

free time watching TV and more online, internet advertising will grow quickly.

4New communication behaviours in a Web 2.0 world

It’s no surprise, then, that the global online advertising market is expected to double in size from

2008 to 20121. And as it grows, the companies that helped to bring users to Web 2.0 will have

a further role to play in its evolution. Providers of Web 2.0-based services will need to develop

new advertising models based on users’ behaviours and willingness to buy. Already ideas like

‘personal CPM’ (cost per thousand page impressions) and ‘pay-per-sell’ are attracting interest.

It is by no means clear, however, that these models will eventually be widely employed. But

whatever the payment model, it will rely heavily on information about the internet user and his

or her behaviours. This information is available already: every internet user leaves a ‘footprint’

whenever they go online. The challenge for service providers and content providers is to mine

this data and make use of it, and to do so in a publically acceptable way.

Technological evolution (mainly in the form of software applications and connectivity) will

remain the main enabler of changes in communication behaviour over the next ve years. The

number of global internet users is likely to triple by 20122. The average time spent in front of

the computer will grow. The amount of data transmitted will multiply; within four years it is

expected to be seven times the level of today3. To meet this demand, higher capacity networks

will need to be deployed.

Mobile internet use will become a key driver of this trend. In fact the mobile Web is rapidly

becoming the preferred method of internet access globally. The growth of Wireless Broadband

Access (WBA) technologies, the migration of traditional telecom networks to internet networks

and the availability of affordable and functional Wi-Fi and dual-mode Wi-Fi/mobile phones will

all boost the usage of mobile broadband internet. However, this usage in

turn will require more and better mobile devices.

This paper has a number of aims. It aims to explain how changes in

communication and social behaviours are affecting consumer behaviours. It

tries to nd out what this means for the new internet environment we call

Web 2.0. And it examines ways in which the opportunities arising from Web

2.0 might be monetized.

But this paper also has a much more fundamental aim. It is targeted at

an audience that is starting to become aware of Web 2.0 and the issues it

raises – an audience that wants to learn more about the changes Web 2.0 is

bringing and the impact those changes could have.

5New communication behaviours in a Web 2.0 world

Introduction

In the 18th century the Industrial Revolution introduced steam power and power machinery,

changing agriculture, manufacturing and transportation forever. As the Industrial Revolution

took hold it started a process of wealth and population growth, increasing international trade

and urbanisation.

The Industrial Revolution affected everyone. As new machinery was introduced the need for a

manual workforce declined. Many workers and farmers lost their jobs. However, there was now

a need for a new breed of worker with different skills. Innovations and new ideas drove this

process, a process which led to unprecedented economic growth and improved living standards,

though not before it completely transformed, and even destroyed, the traditional habits and

ways of life of many people.

Today, 250 years later, we are at the beginning of a similar revolutionary step. The rapid

development of information technologies and the global internet are creating a new shift in

society. Value is more and more being driven by knowledge and access to information. This is

the start of the Information Revolution era.

Like the Industrial Revolution, the Information Revolution will, over time, affect everybody

on the planet. It will bring new behaviours and value shifts. People’s old habits will change or

disappear as they adapt to a changing world. And every change will be driven by innovations –

innovations which will change the way people think and understand.

The rst steps in this development can already be seen. The dramatic evolution of technologies

and the growth of broadband internet, along with a greater technical understanding of ordinary

people are together starting to reshape social behaviours and introduce new communication

behaviours.

The evolution process is constant. It is driving change at an extraordinary rate and is itself

driven by innovations and new ideas and their implementation into our daily lives. On the

internet, this change is called Web 2.0.

“We are not living through a technology revolution. We are

living through a value revolution that is being driven by the

inexorable march of innovation.”

PAT RUSSO, ALCATEL-LUCENT

6New communication behaviours in a Web 2.0 world

1. Global change in communication behaviours

Changes affecting the internet and the telecommunication industry are the result of changed

communication behaviours, going back more than two decades. The spread of broadband

internet and the development of Internet Protocol (IP) were the basis for the evolution of new

software and technological devices. The result has been an evolutionary shift in the internet.

1.1 How are behaviours changing?

People’s communication behaviours are clearly changing. But how? A number of trends or

factors stand out:

•Collaboration4

People are starting to take a more active role in the development of information and knowledge.

Traditional reference works, such as encyclopaedias, are no longer seen as the only sources of

reliable information. Through collaboration – the collective development of information and

knowledge – more people have more access to a greater fund of global knowledge than any

formalized information source has previously been able to provide.

•Social interaction

The internet allowed people to develop and capitalize on their social circles (such as networking

groups and sports clubs). It then allowed people to expand them.

•Personalization

People now want more personalized information. The changing radio industry is an example of

this. In recent years there has been a growth in the number of small radio stations focusing on

niche markets, like news, jazz, sport or Latin music, all enabled by the ability to disseminate: the

internet gives access and communication, worldwide, to even the smallest of niches.

•Active participation

People are no longer passive receivers of information. They want to contribute and share their

own perspectives.

•Communication through technical devices

Internet communication is slowly taking over from traditional phone-based voice

communication and face-to-face communication. Restrictions to local or regional communities

no longer apply: the internet has enabled easy global communication.

These social changes are being driven by wider socio-economic changes. Once the conduits

for changing trends were the mass media (TV, radio and newspapers), the phone and personal

social circles. The internet has not only taken over this role but advanced the pace of change,

becoming a platform for high-speed innovation across an ever greater mass of people.

And the internet itself has changed radically in its short history. Once it was a network created

by a few skillful developers. Most users were passive readers of unstructured content with access

to very basic search functions and with limited options to inuence that content. Today’s

internet is more user-focused; users drive the development of the network and can directly affect

the quality of the content.

7New communication behaviours in a Web 2.0 world

1.2 Technology – enabling the changes to happen

The growth in xed and mobile broadband has created a richer multimedia communication

environment. This has shifted the emphasis from personal communication and voice transmitted

communication to a multimedia and multi-content way of communicating. The environment is

the Web – and the Web is now becoming the market in its own right.

Telecoms

MobileWireline

Devices IT

Content Internet

Fixed

wireless

The evolution of broadband and IP has expanded the business of telecommunications service

providers. Once solely concerned with the delivery of voice services, they are becoming truly

multimedia companies, bringing together voice, data and content. Meanwhile, a parallel trend

has emerged where traditionally internet companies (Skype is an example) are now in the voice

business.

Hard on the heels of these changes has come the development of software solutions that have

enabled changes in user behaviours. Content generation technologies such as Flash and Ajax

have enabled much richer online experiences. And technologies have emerged enabling content

search, mark-up and collaboration driven by RSS and XML formats (see Appendix D).

With a richer

multimedia

communication

environment

come new ways of

communicating

Source:

Alcatel‑Lucent

8New communication behaviours in a Web 2.0 world

The ease with which Web software applications can be crafted adds to the pace of change of

these new communication behaviours. More and more users can now create and publish their

own content. And with the growth and spread of digital technologies over the last two decades

has come a new generation of ‘digital natives’, more at ease with those technologies than any

preceding generation.

With these software developments have come new types of internet portals, such as blogs, social

networks and virtual lives. In many ways these are the true essence of the new generation of the

internet and the major drivers of user communication behaviour changes (see Appendix A).

“the mostly read-only Web”

250,000 sites

45 million global users

published

content

user

generated

content

Web 1.0

1996

“the wildly read-write Web”

80,000,000 sites

1 billion+ global users

published

content user

generate

content

Web 2.0

2006

collective

intelligence

1.3 Web 2.0 – The Read/Write Web

We have established, then, that communication behaviours are changing. We have also shown

that a number of new technologies are making this possible. For many people the combination of

these two factors equals Web 2.0. But is it quite so simple?

In fact since Tim O’Reilly rst used the term Web 2.0 in 2004 there have been many attempts

to dene exactly what it means. The current most comprehensive denition comes, not

surprisingly, from O’Reilly himself. He says5: “Web 2.0 is a set of social, economic and technology

trends that collectively form the basis for the next generation of the internet – a more mature, distinct

medium characterized by user participation, openness and network effects.”

The changing

face of the Web

Source: http://

www.labnol.org/

Internet/favorites/

the‑difference‑

between‑web‑10‑

and‑web‑20/665/

9New communication behaviours in a Web 2.0 world

Based on this denition the key changes brought by Web 2.0 are:

•Using the Web as an applications platform

•Democratizing the Web

•Employing new methods to distribute information

In the Web 2.0 era the power over content has been moved from the network and page

administrators to the end-users – hence the term Read/Write Web. The Web is no longer a

passive environment; it is one in which people actively contribute.

1.4 Evolution stages of the internet Web 2.0

As new technology comes into play, new possibilities emerge. The second generation internet

gave the user the power to contribute content and further develop the environment in which

the internet operates. At the same time a new process began: the process of linking content

together and creating a real network, rather than just isolated Web pages and services. Google

page rank – a breakthrough in search – is an early stage of the Web 2.0 era6.

User involvement in content development began with users developing and sharing their own

content on a given platform. They were able to use all the tools and options that the platform

offered them, but not to change it. Examples of these rst generation services include sites like

blogger.com, wikipedia.org, or youtube.com.

We are now in a second stage, where users can customize the platform (or

parts of the platform, even if the core stays the same). This is done with

tools like widgets (also called gadgets), mash-ups (software plug-ins), or RSS

(feeds providing constantly updated information on topics of interest to the

user). With these tools, users can change the core patterns of the platform

based on how they would like to see it.

We can only guess what could happen next. For example, could a third

stage of Web 2.0 allow users themselves to develop individual platforms in

open software environments? Of course, in order to achieve this, the use

of software tools would have to be greatly simplied. However, were this to

happen we would be talking again about an evolutionary development of a

new internet generation. The internet might become the core of computer

operations, taking the place of operation systems as we know them today.

We will explore this further when we look at Web 3.0.

Could a third stage of

Web 2.0 allow users

themselves to develop

individual platforms in open

software environments?

10 New communication behaviours in a Web 2.0 world

2. The impact of change on internet users

Changes to the internet are clearly having a major effect on the Web environment. But most of

all, perhaps, they are having an effect on users: on how they react to the promise of an evolved

internet, on what they do with it – even on exactly who those users are. Together, these factors

are creating a new type of user. He or she is User 2.0.

2.1 Attitudes of internet users

2.1.(i) Individuals as Users 2.0

An increasing number of individual users rely on the internet to full their communication,

entertainment or social needs7. Their online presence mirrors their ofine activities such

as hobbies, socializing with friends, studies or just having fun. As a result, groups of users

are creating internet communities. Every user is usually a member of a number of internet

communities.

Users have changed from passive receivers of content into active creators and contributors (see

table). As we have noted, this is happening through blogs, social networks, wikis, mash-ups,

virtual worlds, RSS, widgets and other tools.

USER 1.0 USER 2.0

Passively reading and searching for content Actively creating and sharing content online

Dependent on the content creator; not able to express own opinion Can express opinions and even change the content presented

Usually using dial-up or first generation broadband connection Usually using broadband internet connection, or even optical fibre

Getting the Web as it is Customizing Web pages and content

Email is the main communication tool Peer-to-peer programs are the main communication tools

The computer is the main access point Able to connect from various devices

Logging on to the internet for time-limited sessions Often connected online all the time

Comparison of User 1.0 and User 2.0

  2.1.(ii)CorporationsasaspeciccommunityofUsers2.0

Corporations are entering this environment, either as a specic community (of employees or

business partners, say), or as creators of an internet environment (such as content, platforms or

applications) for individual users.

This movement is often described as Enterprise 2.0. It was initially dened, by Andrew McAfee

of Harvard Business School, as: “The use of emergent social software platforms within companies, or

between companies and their partners or customer”8

Enterprises start driving new communication approaches for a number of reasons but they are

usually internal and/or market driven.

Source:

Alcatel‑Lucent

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