Home > Store

Enterprise Web 2.0 Fundamentals

Register your product to gain access to bonus material or receive a coupon.

Enterprise Web 2.0 Fundamentals

eBook

  • Sorry, this book is no longer in print.
  • About Watermarked eBooks
  • This PDF will be accessible from your Account page after purchase and requires PDF reading software, such as Acrobat® Reader®.

    The eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

    Watermarked eBook FAQ

Not for Sale

Description

  • Copyright 2009
  • Edition: 1st
  • eBook
  • ISBN-10: 1-58705-897-9
  • ISBN-13: 978-1-58705-897-4

An introduction to next-generation web technologies

This is a comprehensive, candid introduction to Web 2.0 for every executive, strategist, technical professional, and marketer who needs to understand its implications. The authors illuminate the technologies that make Web 2.0 concepts accessible and systematically identify the business and technical best practices needed to make the most of it. You’ll gain a clear understanding of what’s really new about Web 2.0 and what isn’t. Most important, you’ll learn how Web 2.0 can help you enhance collaboration, decision-making, productivity, innovation, and your key enterprise initiatives.

The authors cut through the hype that surrounds Web 2.0 and help you identify the specific innovations most likely to deliver value in your organization. Along the way, they help you assess, plan for, and profit from user-generated content, Rich Internet Applications (RIA), social networking, semantic web, content
aggregation, cloud computing, the Mobile Web, and much more.

This is the only book on Web 2.0 that:

  • Covers Web 2.0 from the perspective of every participant and stakeholder, from consumers to product managers to technical professionals
  • Provides a view of both the underlying technologies and the potential applications to bring you up to speed and spark creative ideas about how to apply Web 2.0
  • Introduces Web 2.0 business applications that work, as demonstrated by actual Cisco® case studies
  • Offers detailed, expert insights into the technical infrastructure and development practices raised by Web 2.0
  • Previews tomorrow’s emerging innovations—including “Web 3.0,” the Semantic Web
  • Provides up-to-date references, links, and pointers for exploring Web 2.0 first-hand

Krishna Sankar, Distinguished Engineer in the Software Group at Cisco, currently focuses on highly scalable Web architectures and frameworks, social and knowledge graphs, collaborative social networks, and intelligent inferences.

Susan A. Bouchard is a senior manager with US-Canada Sales Planning and Operations at Cisco. She focuses on Web 2.0 technology as part of the US-Canada collaboration initiative.

  • Understand Web 2.0’s foundational concepts and component technologies
  • Discover today’s best business and technical practices for profiting from Web 2.0 and Rich Internet Applications (RIA)
  • Leverage cloud computing, social networking, and user-generated content
  • Understand the infrastructure scalability and development practices that must be address-ed for Web 2.0 to work
  • Gain insight into how Web 2.0 technologies are deployed
    inside Cisco and their business value to employees, partners, and customers

This book is part of the Cisco Press® Fundamentals Series. Books in this series introduce networking professionals to new networking technologies, covering network topologies, example deployment concepts, protocols, and management techniques.

Category: General Networking

Covers: Web 2.0

Sample Content

Table of Contents

    Introduction xviii

Chapter 1    An Introduction to Web 2.0 3

    What Exactly Is This Web 2.0 and Why Should We Care About It? 3

        Social Aspects of Web 2.0 5

        Business Aspects of Web 2.0 6

    Web 2.0 Versions and Generations 11

        Web 2.0 CE Versus EE 14

        Challenges to Web 2.0 EE Adoption 16

    Characteristics and Memes of Web 2.0 16

        User-Generated Content 18

        Rich Internet Applications (RIA) 18

        Social Networks 19

        Cloud Computing 19

        Web-Centric Development and Architectural Models 19

        Data 21

        Mashups 22

        Scale Free and Long Tail 23

        Mobility 24

    Web 2.0 at Cisco 24

        Web 2.0—Centric Products from Cisco 25

        How Cisco Is Leveraging Web 2.0 Internally 27

Chapter 2    User-Generated Content: Wikis, Blogs, Communities, Collaboration, and Collaborative Technologies 33

    Evolution of User-Generated Content (UGC) 35

        Personal Webpages 35

        Blogs 37

        Wikis 46

        Bookmarking and Folksonomies 54

        Photos and Videos 60

    Communities 63

    Collaboration 65

        Collaborative Technologies 65

        Cisco TelePresence 65

        WebEx 67

        Unified Communications 69

Chapter 3    Rich Internet Applications: Practices, Technologies, and Frameworks 77

    What Exactly Is an RIA and Why Do We Care About It? 77

    A Techno-Business Tour Through the RIA Land 79

    Web 2.0 RIA Technologies, Standards, and Frameworks 84

        Ajax 85

        HTTP Architectural Constraints 87

        OpenAjax 88

        Ruby on Rails Framework and Infrastructure 89

Chapter 4    Social Networking 91

    State of the Union and Business Value of Social Networks 92

        Characteristics of a Social App 94

    Social Network Ecosystems and Players 96

        Facebook: A Complete Ecosystem 96

        Facebook Platform 96

        Facebook Applications 98

        Facebook Platform and Architecture 99

        Weaving a Facebook Application 103

        LinkedIn: The Corporate Hangout for Jobs and Connections 104

        MySpace: The Teen Social Network Site 105

        Friendster: Where It All Began 106

        Ning: A Generic Social Site Hosting Platform 106

        Jive: An Enterprise Platform 107

        Socialtext: A Hosted Enterprise Collaboration Tool 107

        Awareness: An Enterprise Social Media and Web 2.0 Communities Platform

        108

        Google: Social Network Interoperability Interfaces 108

        Microsoft: Enterprise Content Management with Social Network Features 108

        IBM: Making Collaboration a Corporate Priority 109

        Twitter: In a New Category by Itself–Microblogging 111

    Social Networking Standards and Interfaces 113

        OpenSocial 114

        OpenID 115

        OAuth 117

        Other Social Networking Standards 117

    Challenges in the Social Networking Industry 118

        Relevance and Nature 118

        Openness and Data Portability 118

        Security and Privacy 119

        Data Ownership 120

        Worldwide Acceptance and Localization 121

Chapter 5    Content Aggregation, Syndication, and Federation via RSS and Atom 125

    Business View of Information Distribution 127

    RSS 129

        RSS 2.0 Information Architecture 131

        RSS 2.0 Modules 133

        How RSS Works 134

        RSS at CISCO 135

        Cisco RSS Publishing 136

        Cisco RSS Consumption 137

        Enterprise RSS Best Practices 137

    Atom 139

        Atom Information Architecture 140

Chapter 6    Web 2.0 Architecture Case Studies 143

Web 2.0 Infrastructure Architecture: Scale, Concurrency, and Distributability 144

        Web 2.0 Infrastructure Architecture Case Studies 145

        eBay 146

        YouTube 147

        Amazon 148

        Google 149

        Twitter 151

        Flickr 152

        Technologies for Scalable Architectures 152

        Case for MapReduce and Its Cousin Hadoop 154

        Scalable Interfaces 155

        Web 2.0 Development and Deployment 156

Chapter 7    Tending to Web 3.0: The Semantic Web 161

    A Business Definition of the Semantic Web 161

    A Business View of the Semantic Web 163

        Semantic Web Origins–From Aristotle to W3C 167

        Inner Workings of Semantic Web Technologies 168

        Resource Description Framework 169

        Web Ontology Language 172

        SPARQL 175

    Enterprise Applications of the Semantic Web 176

        Social Media, Education, and the Semantic Web 176

        Semantic Web SaaS Platform 177

        Semantic Web Support in Databases 178

        Other Enterprise Applications 178

Chapter 8    Cloud Computing 181

    Cloud Computing and Its Relevance 181

        Cloud Computing Eco System 184

    Cloud Computing Business Value 188

    Cloud Computing Offerings from Major Vendors 190

        Amazon 192

        Google 195

        Microsoft 195

        Live Mesh 195

        Azure 195

        IBM 197

        Sun 197

        Other Companies 198

    Enterprise Adoption of Cloud Computing 198

Chapter    9 Web 2.0 and Mobility 203

    Evolution of Mobile Web Technology 204

        Generations of Mobile Phone Technology 204

        Mobile Devices 206

        Voice Recognition and Position Location Technology 211

        Developing Applications for Mobile Devices 211

    Mobile Web Applications and Websites 213

        Mobile Webapps 213

        Web Portals and Wireless Application Service Providers 216

        Mobile Social Networking 219

    Mobile Web at Cisco 222

        Cisco.com Mobile 222

        Cisco Text Messaging Services 223

        Cisco Mobile Intranet Services 224

        Cisco Mobile Sales Information Services 226

        Cisco’s Mobile Web Strategy 227

Chapter 10    Web 2.0 @ Cisco: The Evolution 231

    Intranet Strategy Group 235

    Blogs 236

    Discussion Forums 241

Wikis 245

    Connecting People, Information, and Communities 250

    Video 255

    Communications Center of Excellence (CCoE) 256

    Communication and Collaboration Board 261

    Cisco 3.0 262

Chapter 11    Cisco’s Approach to Sales 2.0 267

    Web 2.0 Changes Sales Processes 267

        Sales 2.0 268

    Cisco Sales Explores Web 2.0 269

        Connected Communities 270

        Finding Expertise 270

        Mobile Sales 2.0 271

        Web 2.0 Explorers 272

        Mashups 273

        Salespedia 274

        WebEx Connect Initiative for Sales 275

        Sales Innovation via iFeedback 276

    U.S.-Canada Sales Theater Initiatives 278

        Sales Planning & Operations 279

        Scale the Power 281

        Administrator Training 282

        Collaboration Portal 282

        Collaboration Guide 282

        Collaboration Hot Topics 286

        Collaboration Library 288

        Collaboration Cockpit 289

        Web 2.0 Committee 290

        Worldwide Sales Collaboration Board 290

        Advanced Technology 291

        Specialist, Optimization, Access, and Results 292

        Five to Thrive 295

    Worldwide Channels 297

        Cisco to Partner 299

        Partner to Partner 300

    Marketing 303

        Collaboration Consortium 303

Appendix    References 307

Index 348

TOC, 97815870547632, 3/27/09

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020