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
 Hot Issues
 Second Life
 Online Video
 Mobile Web
 Utility Computing
 Businesses
 web2.0 Monetization
 New Economy
 Advertisement
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
Creators
Synthesizers
Mass Consumers
Media
Linked
Collaborate

We, the Media

Social Media
 Social Computing

Relationship
Group Network Effect
Collective Intelligence
http://www.micropersuasion.com/2006/03/institutional_p.html
 웹 1.0 웹 2.0
단방향 : 읽기위주 양방향 : 읽고 쓰기 ( 컨텐츠 생성 )

25 만 웹사이트 8 천만 웹사이
트

집단지성
집단창작
생태계

일반 컨텐츠 사용자 일반 컨텐츠 사용자

생성 컨텐츠 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 Flat

Authors

Publishers/
Distributors

You Linked
as authors, editors,
Consumers (End synthesizers,
Users) archives,
distributors,
* Directory vs. Search
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

Remixing Services
Microcontens Mashups
Syndication

Contents
Services
Data
Businesses
Knowledge Ecosystem

We, the Media

Social Networking

People
 Massive and Fast Innovation

Innovation
 Liberation of Information
and Tools
 Utility Computing
 New Money
 Mashup, Innovation Grid
Online + Offline
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
(Ready Made Content) (Proteur Created Content) (User Generated Content)

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

Quality
Hot Issue
Reputation
Information Casual
News
Knowledge Creativity
Documentary
Parody Fun
Entertainment
Clipping
Street News

Short Head Body Long Tail

“$$$”  “ 만드는 즐거움 ,  자기 표현 욕구 충족”
Online Video: IPTV

 TV + Internet  TV is Dead
 Too Busy
 P2P
 Time Share
 Free world contents  Many Other Fun
 Advertisement model  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
 Limitation
 Short head
 Screen size
 Time constraint
 Moving
 Mobile Search, Mobile Video
Mobile web2.0

CDMA WiBro
HSDPA
Read Read

write
Write

1.0 2.0*
Read 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
Vision Market
People Value Biz Models
MyCompany2.0Services
Mobile Search
Culture
Fast Innovation Risk
Flat Communication
Too Fast Change
Strategy
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)

 People is the Killer

β  ββ    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 UGC
 Video + Wiki vs. 지식인
 Video Search
 Video Advertisement
 Do Social *
 Social Network
 Social Search
 Social Shopping
 Social Watch
 Do * Advertisement
 Do * @ SecondLife
Anycall2.0
Anycall as Service
People
Community
Social Networking
SamsungMobile.com
CC.Anycall.com
Unique Services People
Community

Anycall2.0
Services
Information

AlterEgo Entertainment
Window to the World
Open API
Yepp
PC
TV
3rd Party Service
Seamless Connection
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
 Personalization
You We, the Media
Decentralization UGC Video
Long Tail Video Search
IPTV
Social Computing Advertisement
Social Networking
web2. Ad as Content
Social Capital

Collective Intelligence
0 Free
Mobile
New Economy Blur
Attention, Trust & Fun Massive Innovation
Internet Singularity
Ecosystem Mashup
Disruption
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