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Páginas: 10 (2336 palabras) Publicado: 13 de noviembre de 2012
apps, APIs and opportunities
Platform integration and the future of the internet

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white paper apps, APIS and opportunities

apps, APIs and opportunities
Platform integration and the future of the internet
Platform integration is at the heart of next generation social networks. Creative developers are starting to spin a new web of integrated services through carefullyconstructed apps but do businesses get it? Can this move towards enhanced integration open doors to true virtual mobility for business users or are apps and APIs really just for consumers wanting to play Scrabble and raise virtual farm animals?

how platform integration is changing the internet
To even the most unobservant internet user it is obvious that the online medium has evolved almost pastrecognition in the past decade.

“Social computing is not a fad. Nor is it something that will pass you or your company by. Gradually, social computing will impact almost every role, at every kind of company, in all parts of the world.” Nigel Fenwick, Forrester Research

Web 2.0, the term coined by Tim O’Reilly in 2004, describes the web’s shift from a passive to an active channel where it is theusers themselves that control their online experience rather than website owners or omnipotent editorial teams. Web 1.0 Ofoto Britannica Online Domain name speculation Personal websites Publishing
1‘

Some examples of changes bought about during the first internet revolution can be seen in the table below: 1

Web 2.0 Flickr Wikipedia Search Engine Optimisation Blogging Participation

Whatis Web 2.0’, Tim O’Reilly, 2005 [http://oreil.ly/9VS5Uk]

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white paper apps, APIS and opportunities

Since O’Reilly’s conception of Web 2.0 six years ago there has been another evolution - the rise of the social web. Websites are now just one vector of a three-way dialogue between the site and their users and their users and each other as they compare experiences or recommend asite’s content, product or services:

The users themselves have also changed. Spending more time on social networks even than search engines according to Hitwise Intelligence2, the modern internet user trusts peer recommendation and opinions posted online over corporate websites, advertising and even newspaper content3 (Nielsen). They have now come to expect not only to be able to view and buyproducts and services online but they also want to interact with the company and brand providing them.

In summary, internet users now want their web experience to be: Mobile The ability to access a service across multiple platforms such as desktop, web, mobile or TV Ability to change the website (or for the website to change itself) to be appropriate to their interests, preferences, location andprofession Ability to generate and amend content, make contacts online and give opinions Ability to recommend products, services and experiences as well as receive recommendations from friends, contacts and colleagues Ability to take their social or professional profile with them across the web As the web continues to evolve it seems likely that an “open” web facilitated by increased integrationwill continue to intensify whilst social media will become more powerful (privacy concerns not withstanding). This document will explore how businesses, organisations and associations looking to keep up with the needs of their online users can take advantage of this social revolution.

Personalised

Interactive

Social

Open

Website

These needs are captured with the advent ofplatform integration – a function that allows content to be channelled from one website to be utilised or displayed by another and is rapidly becoming a standard feature of the online experience. The most famous example of this feature must be the ubiquitous Facebook ‘Like’ button now splashed liberally across the web; this tool allows Facebook users to rate external content and have their opinion...
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