Worth Watching

March 12, 2008 at 12:21 pm · Filed under 2.0 Design Thinking, Adoption, Business Model, Cloud Computing, Community, Emergent, Enterprise 2.0, Enterprise Social Computing, Relationships, Social Computing, Social Networking, User Revolution, Web 2.0, open source

In a recent keynote at SXSW, Charlene Li of Forrester Research predicted that social networking platforms will be "like air" … "They will be anywhere and everywhere we need and want them to be."

More specifically, she broke down the use of such platforms into four components of utility and impact:

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• Profiles - universal identities
• Relationships - a single social graph
• Activities - a social context for activities
• Business Models - social influence as a key definer of marketing value

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Here’s an item from the NY Times about recent speculation that Yahoo may join OpenSocial, the Google-led social networking alliance that aims to bring significant degrees of openness to social networking platforms, thus (eventually) stimulating and enhancing ubiquity and pervasive use.

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Yahoo May Join Google-Led Social Networking Alliance

By Miguel Helft

Yahoo intends to join OpenSocial, a Google-led alliance that is developing a common set of standards so developers can create programs that run on many social networks and other Web sites, according to a person with direct knowledge of Yahoo’s plans.

Yahoo’s backing, which could be announced as early as this week, would bring a large base of users to the OpenSocial alliance, which is seen as a counterweight to Facebook’s successful courtship of application developers. The alliance, which was announced in the fall, already includes MySpace, Bebo and several other social networking sites.

Yahoo’s participation “would mean that the site with the largest group of users, and with the largest base of registered users, would be joining OpenSocial,” said Charlene Li, an analyst with Forrester Research.

When asked about Yahoo’s OpenSocial plans, a company spokeswoman said: “Yahoo has a rich history of supporting open standards, such as OpenID and Apache Hadoop, as we believe industry collaboration is beneficial to the developer community and the Web as a whole. While we are evaluating OpenSocial as an emerging standard, we do not comment on speculation or rumors.”

Yahoo has said it wants to speed up efforts to open its site to outside developers. Although it is not a social network, Yahoo could benefit from third party “social” applications that allow users to share, say, their favorite photos, music or movies with their friends.

Read the rest of the article here …

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I think that much of what is written here at the FASTForward blog by my colleagues also supports the distinct probability that the foundation is being created for the step-by-step (depending upon take-up and implementation) of collaboration and social computing platforms, tools and services which will redefine the dynamics of knowledge work and tie, tightly, into Charlene Li’s four key components of social networking platforms.

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Another Sighting … User-Led Innovation: A New Framework For Co-Creating Business and Social Value

February 1, 2008 at 2:52 pm · Filed under 2.0 Design Thinking, Artisanal Economy, Business Model, Change, Cloud Computing, Emergent, Enterprise 2.0, Enterprise Social Computing, FASTforward08, New Realities, Social Computing, Social Media, Social Networking, Sustainable Development, Trust, User Revolution, Web 2.0, Wisdom of Crowds, mashups, open source

Hot on the heels of the recent post about "The Rise In Collective Intelligence - Decentralizing Co-creation of Value as a New Paradigm of Commerce and Culture" comes the release of a second report or white paper with a remarkably similar title … "User-Led Innovation: A New Framework For Co-Creating Business and Social Value".

There must be something in the water or the air, one would think.

This announcement comes from the P2P Foundation, spearheaded by Michel Bauwens.

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User-Led Innovation: A New Framework For Co-Creating Business and Social Value

This new CRC report reveals the major drivers of user-led innovation and explores how it is affecting organisations’ relationships with key stakeholders.

It investigates how user-led practices generate business and social value through a major case study of the virtual world Second Life. The report canvasses a number of pathways for organisations to leverage the participation of their audiences, customers and citizens in the interest of co-creating new products, services and platforms.

The research draws on extensive interviews with some of the world’s leading thinkers on the social, economic and legal aspects of user-led innovation including: Eric von Hippel (MIT), Yochai Benkler (Harvard), Jimmy Wales (Wikipedia), Siva Vaidhyanathan (Virginia), John Howkins (Adelphi Charter), Michel Bauwens (P2P Alternatives) and Mitch Kapor (Linden Lab).

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The people interviewed, as cited, are certainly amongst those that are seen to carry significant authority in this Internet era.  The same can be said of the Aspen Institute Roundtable participants, who included John Seeley Brown , Joi Ito, John Hagel (featured speaker at the upcoming FASTForward08 conference), Tom Malone of MIT, and other clearly credible folks.

At the risk of being seen to be involved in repeated and shameless self-promotion (I tagged this on to the previous post as well), I’d like to tag onto this emerging activity the working definition of wirearchy from a couple or so years ago.  I promise I’ll stop soon

"a dynamic two-way flow of power and authority based on knowledge, trust, credibility and a focus on results, enabled by interconnected people and technology"

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Tags: Collective Intelligenece, Co-creation of value, new paradigms, peer-to-peer, business models, wirearchy

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The Coming of the Cloud, Networked Knowledge Work and New Business Logic

January 26, 2008 at 11:02 pm · Filed under Business Model, Change, Charles Handy, Cloud Computing, Conferences, Dead Paradigms, Economics, Emergent, Enterprise 2.0, Long Tail, Relationships, Social Computing, Social Networking, User Revolution, Web 2.0, Wisdom of Crowds, open source

Here below is an excerpt from and a link to a report just published by the recent Aspen Institute’s Communications and Society program.

In a previous post I mentioned a growing awareness of the impact of the interconnected digital infrastructure and digital natives on the Enterprise 2.0 market.  The publication of this Aspen Institute report is to me just one more piece of evidence that it’s real and growing … and it’s a credible source (though not quite a tangible case study

David Bollier reports from his OnTheCommons blog about "The Rise of Collective Intelligence: Decentralized Co-Creation of Value as a New Paradigm in Commerce and Culture” (pdf) published by the Aspen Institute.

It may be that the serious jargon of the term "collective intelligence" will put some (or many) off, but increasingly it seems to be becoming clear that the interactive social construction of knowledge put to use in response to constantly dynamic markets is demanding some new business logic, new points of friction with which to fashion transaction and new ways of designing and managing the work that leads to the creation of economic value.

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The Rise Of Collective Intelligence

Most forwarding-thinking businesses are starting to realize that they need to come to terms with the open Internet environment. This means making some radical changes in how they think about markets, how they structure their own enterprises and how they treat customers.

[ Snip … ]

On the Internet, people have acquired considerable powers of their own. They have developed their own sustainable micro-cultures. They can create their own commons to carry on conversations among peers and develop new forms of reliable “collective intelligence.”

This bottom-up knowledge empowers ordinary individuals to approach market transactions on a more equal footing with sellers, who have historically had greater market power and knowledge. The commoners are able to capture more of the knowledge they create, and use it to their own advantage. Indeed, the commons can be regarded as a source of cutting-edge R&D for companies, as MIT professor Eric von Hippel has shown in his book, Democratizing Innovation.

The phrase that the conference used to describe this phenomenon is “decentralized co-creation of value.” It means that the market is not the sole source of value-creation; dispersed online communities are now sources of value that businesses must collaborate with in order to generate value.

The commons stands on a more equal footing with the market. Instead of all “value” coming from centralized players like corporations, increasingly, value is coming from the “ends” of the Internet – the periphery, where new ideas and innovations first materialize. Value comes from individuals, and groups of individuals, operating in the free space of the commons, where overhead is low to nonexistent, and creativity is not regimented to service prearranged market niches. Thanks to the Internet, social niches are becoming “staging areas” for viable niche markets, a phenomenon also known as the “Long Tail.”

All of these developments create a real crunch for traditional large corporations because large companies like to have extreme control. That’s how they deliver predictable results to investors and protect their brand reputation. But on the Internet, control and predictability are not viable strategies. In fact, they are counter-productive.

Value is generated by having less control. Customers won’t trust a company that tries to use digital rights management or bullying tactics to assert too much control. In a sense, companies are not just competing against other companies, but against the freedoms of the commons.

The challenge for businesses, then, is to develop new sorts of “open business” models that can respect the social dynamics of the Internet, while still monetizing certain forms of value (e.g., selling advertising to the Web users who like your site). Companies have to realize that brands are forms of socially created value; brands are not simply the result of advertising and image campaigns. Online communities create and promote a brand every bit as much as mass media.

One of the most fascinating parts of the report is about the next generation of computing, often known as “The Cloud.” Bill Coleman, the entrepreneur who started BEA Systems and recently started the Cassatt Corporation, describes the Cloud as the convergence of voice, data and video in a networked system that also combines computing, telecommunications and the Internet. You plug your computing appliance into The Cloud – and all your data and stuff is “there,” not on your personal computer.

Everyone at the conference agreed that the current trends in economics and technology will make The Cloud inevitable. Software and hardware will become commodity products, computing will become a service provided by very large utilities, and a handful of these Cloud providers will eventually put the telephone service industry, the cable industry and Internet service providers out of business.

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I have been for some time been calling the emergent organizing principle that I believe underpins the necessary new business logic and models, derived from social-interaction-driven market niches, "wirearchy" - a dynamic two-way flow of power and authority based on knowledge, trust, credibility and a focus on results, enabled by interconnected people and technology.

I am heartened this report has come out (emerged, let’s say) from a group of bright and aware people at the Aspen Institute.  I suspect that it makes those of us who feel something big and different is going on bit by byte, link by link … a bit less iconoclastic.

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Tags: Collective intelligence, new business logic, new business models, ROII, Return On Investment in Interaction, cloud computing, co-creating value, decentralization, wirearchy, hierarchy

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SOA Insights analysts on Web 3.0, Google’s role in semantics, and the future of UDDI

July 30, 2007 at 11:10 am · Filed under 2.0 Design Thinking, Enterprise 2.0, IBM, SOA, Web 2.0, enterprise software, innovator interviews, mashups, open source, podcasts

Read a full transcript of the discussion.The notion of a world wide web that anticipates a user’s needs, and adds a more human touch to mere surfing and searching, has long been a desire and goal. Yet how closer are we to a more “semantic” web? Will such improvements cross over into how enterprises manage semantic data and content?

Our expert panel digs into this and other recent trends in SOA and enterprise IT architecture in the latest BriefingsDirect SOA Insights Edition, volume 17. Our group also examines Adobe’s open source moves around Flex, and how UDDI is becoming more about politics than policy.

So join noted IT industry analysts Joe McKendrick, Jim Kobielus, Dave Linthicum and Todd Biske for our latest SOA podcast discussion, hosted and moderated by yours truly.

Here are some excerpts:

I saw one recent article where [the semantic web] was called Web 3.0, and I thought, “Oh, my Lord, we haven’t even decided that we are all in agreement on the notion of Web 2.0.”

[But] there is activity at the World Wide Web Consortium that’s been going on for a few years now to define various underlying standards and specifications, things like OWL and Sparql and the whole RDF and Ontologies, and so forth.

So, what is the Semantic Web? Well, to a great degree, it refers to some super-magical metadata description and policy layer that can somehow enable universal interoperability on a machine-to-machine basis, etc. It more or less makes the meanings manifest throughout the Web through some self-description capability.

You can look at semantic interoperability as being the global oceanic concern. Wouldn’t be great if every single application, data base, or file that was ever posted by anybody anywhere on the Internet somehow, magically is able to declare its full structure, behavior, and expectations?

Then you can look at semantic interoperability in a well-contained way as being specific to a particular application environment within an intranet or within a B2B environment. … The whole notion of a “semantic Web,” to the extent that we can all agree on a definition, won’t really come to the fore until there is substantial deployment inside of enterprises.

Conceivably, the enterprise information integration (EII) vendors are providing a core piece of infrastructure that could be used to realize this notion of a Semantic Web, a way of harmonizing and providing a logical unified view of heterogeneous data sources.

Red Hat, one of the leading open source players, is very geared to SOA and building an SOA suite. Now, they are acquiring an EII vendor, which itself is very SOA focused. So, you’ve got SOA; you’ve got open source; you’ve got this notion of a semantic layer, and so forth. To me, it’s like, you’ve stirred it all together in the broth here.

That sounds like the beginnings of a Semantic Web that conceivably could be universal or “unversalizable,” because as I said, it’s open source first and foremost.

If we build on this, it does solve a lot of key problems. You end up dealing with universal semantics, how that relates to B2B domains, and how that relates to the enterprise domains.

As I’m deploying and building SOAs out there in my client base, semantic mediation ultimately is a key problem we’re looking to solve.

The average developer is still focused on the functionality of the business solution that they’re providing. They know that they may have data in two different formats and they view it in a point-to-point fashion. They do what they have to do to make it work, and then go back to focusing on the functionality, not really seeing the broader semantic issues that come up when you take that approach.

One thing that’s going to happen with the influence of something like Google, which is having a ton of a push in the business right now, is that ultimately these guys are exposing APIs as services. … They’re coming to the realization that the developers that leverage these APIs need to have a shared semantic understanding out on the Web. Once that starts to emerge, you’re going to see a push down on the enterprise, if that becomes the de-facto standard that Google is driving.

In fact, they may be in a unique position to create the first semantic clearing house for all these APIs and applications that are out there, and they are certainly willing to participate in that, as long as they can get the hits, and, therefore, get the advertising revenue that’s driving the model.

[Google] is in the API business and they are in the services business. When you’re in for a penny, you’re in for a pound. … You start providing access to services, and rudimentary on-demand governance systems to account for the services and test for rogue services, and all those sorts of things. Then you ultimately get into semantics, security, and lots of other different areas they probably didn’t anticipate that they’d get into, but will be pushed into, based on the model they are moving into.

… Perhaps Google or others need to come into the market with a gateway appliance that would allow for policy, privilege, and governance. This would allow certain information from inside the organization that has been indexed in an appliance, say from Google, to then be accessed outside. Who is going to be in the best position to manage that gateway of content on a finely-grained basis? Google.

Read the full transcript for more IT analysis and SOA insights. Produced as a courtesy of Interarbor Solutions: analysis, consulting and rich new-media content production.

 

 BriefingsDirect SOA Insights Edition, volume 17 [49:11m]: Play Now | Play in Popup | Download (640)

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TIBCO boosts SOA-RIA market with donation of Ajax messaging bus to OpenAjax Alliance

July 30, 2007 at 8:29 am · Filed under 2.0 Design Thinking, Enterprise 2.0, SOA, SaaS, Web 2.0, enterprise software, mashups, open source

TIBCO Software is easing the way for Ajax component interoperability with the donation this week of its core Ajax message bus technology to the OpenAjax Alliance (OAA) Hub project. TIBCO announced the donation today, at the same time as it released its PageBus, a related open source product.

What’s in it for you? Well, besides the technological benefits, developers could walk away with a 50-inch plasma TV or a 30-GB iPod, if they enter — and win — the Ultimate Mashup Ajax Challenge.

PageBus applies “publish and subscribe” message bus programming patterns within the context of a single Web page, allowing communication among multiple Ajax components. This allows developers to create composite applications from reusable parts and services. All of this is designed to reduce development costs, improve interfaces over HTML and increase business agility.

The message-bus approach solves one of the key problems that comes from combining increasingly sophisticated composite applications. As the number of composite applications and mashups increase, the programming — and needed event-driven reliability — required can increase exponentially.

What’s more, creating client-SOA applications becomes easier because the same conceptual architecture — publish and subscribe — is used for both rich Internet client (RIA) activities as well as for compositing backend services. TIBCO says it has large banks and other users delivering mission critical, real-time data through SOA backends to scads of Ajax-enabled components on RIA clients.

Users get a quick, rich experience, while developers and architects gain flexibility and speed-to-deployment. TIBCO gains by riding the wave of increased demand for back-end SOA integration and messaging infrastructure to support the RIA ramp-up.

TIBCO, as a member of the OAA, is working with more than 70 companies to standardize key aspects of Ajax. The OpenAjaxHub 1.0, the group’s first specification implementation, aims to provide Ajax interoperability through the publish/subscribe interface. The specification will formally be out in about six weeks, but the code is now at Sourceforge.net.

PageBus is open source and can be downloaded. It’s also shipped as part of the TIBCO Ajax Message Service.

The above-noted mashup challenge is a developer community project to build the world’s largest mashup using PageBus and TIBCO’s General Interface. The contest runs through September 30, after which TIBCO and co-sponsor Artima will award prizes for the best entries.

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IBM broadens its data reach for SOA with DataMirror buy

July 16, 2007 at 1:14 pm · Filed under Enterprise 2.0, IBM, Microsoft, SOA, enterprise software, open source

Further banking on SOA as a consolidation strategy accelerator for enterprises, IBM on Monday announced its intention to acquire DataMirror.

The Markham, Ontario-based DataMirror provides real-time data capture and delivery across a broad range of data sources — including IBM’s own DB2, Oracle, Sybase and Microsoft SQL Server — and allows altered data from such sources to be fed into the popular IBM Information Server. The goal: real-time integration and delivery of data deltas across a variety of sources to then reach a variety of applications and services.

The approximately $161 million acquisition, if approved, will thereby extend the reach of IBM’s Information Server and give businesses faster access to data for making business decisions, responding to market demands, and rapidly identifying new business opportunities. The acquisition continues a fast-paced (for IBM) buying spree, almost as active as Oracle’s over the past several years, although IBM tends to buy smaller companies that augment its strategies, rather than buy its way into new businesses wholesale.

Data and access to data is the lifeblood of any agile big businesses. According to IBM, the DataMirror technology captures data changes as soon as they occur and delivers the changes and new data either to other business processes or the enterprise service bus (ESB). This makes it an integral part of an SOA strategy.

IBM Information Server currently processes data from DB2 databases, but what DataMirror brings to the party is its technology works with a wide variety of other databases, sitting on top of the other processes, and can capture the data without slowing the performance of those operations.

So the inclusion of the DataMirror technology into its “Information on Demand portfolio” will allow Big Blue to cast a bigger umbrella over more types of real-time data for distribution and processes-updating capabilities. That means a more comprehensive SOA infrastructure capabilities set that spans data services with transactional and presentation services.

IBM said the acquisition will move their information-on-demand strategy closer to the master data management “holy grail” of providing one view of the customer — the total and correct view.

This acquisition also therefore further amplifies the vision that management of meta data about data (aka master data management) is the keystone of the future for enterprise software infrastructure vendors. By making data free yet coordinated, IBM can position it’s Information Server and IBM’s Dynamic Warehousing offerings as the best-of-breed data management environments for gathering, distributing, and also analyzing real-time business activities. The value continues to move up an abstraction from the core RDBs.

As an example of how the real-time capture and delivery can aid business development, DataMirror pointed to a telecom application, in which a client company can detect when customers are running low on pre-purchased minutes, allowing the company to contact the customers in advance about purchasing more time, thereby increasing sales and preventing customers from experiencing a loss of service.

You have to wonder whether IBM will also extend what DataMirror does into open source databases — from mySQL to Ingres to perhaps even SaaS applications and/or repositories. Such a move could allow IBM to become the all-data-for-all-purposes-oriented leader (more “open” than Microsoft or Oracle) — while still protecting its DB2 franchise (for now). Being inclusive at the data management level is more important than protecting an installed base, right?

Among the other benefits of the combined platform will be:

• Dynamic data warehousing

• Real-time analytics

• Faster disaster recovery

• Production and e-business integration

• Real-time event detection

DataMirror currently has about 2,200 customers, about 60 percent of whom are also IBM customers, as well as 15,000 licenses. The company and its 220 employees will be integrated into IBM’s Information and Platform Solutions business unit, and IBM said it intends to retain DataMirror’s Toronto-area development center focused on heterogeneous data capture.

The acquisition requires approval from DataMirror’s stockholders, as well as regulators, and the deal is expected to close in the late third quarter of this year.

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IT enters its most fertile development era ever

July 15, 2007 at 10:58 am · Filed under Enterprise 2.0, IBM, Microsoft, SaaS, Web 2.0, enterprise software, mashups, open source

Information technology is now entering an unprecedented era of rapidly expanding development productivity. This is because of two unassailable facts: The number and types of people who can actively participate in software development are expanding, while — at the same time — we’re seeing a rapid compression in the effort, cost and risk of taking applications and services from concept into full production.

Put these trends together and we enter a fertile new era of diverse applications and services creation, one that offers developers more choice on how to build, and offers architects more choice of how to deploy (including broader use of web services and hosting to the “cloud”). The trends auspiciously portend less risk for businesses, both for entrepreneurs and enterprises alike, to innovative in ways that more easily bring applications to markets via the Internet.

The entrepreneurs are groking this all just fine, while the enterprises are quickly recognizing that they face new upside benefits as they adopt so-called Enterprise 2.0 approaches. Such development process improvements as “application lifecycle management 2.0“, open source development communities such as Eclipse, and a widening embrace of Agile development practices are quelling enterprise IT leaders’ fears of development project misfires.

In the mostly consumer-facing Web 2.0 arena, the ongoing mash-up of the definitions of developer and entrepreneur among start-ups allows for a flowering of innovation with relatively low up-front costs. If an application or service doesn’t work in gaining wide use and appeal, these innovators keep on changing it until it does. Google is a prime example of this tinker-to-success mentality.

Other accelerants to the ease-of-development trends are the wide embrace of open source tools, preference for rich Internet applications (RIAs) approaches (highlighted by the recent Microsoft Silverlight unveilings), and openly available APIs for myriad ecommerce and social networking Web services from the likes of Google, Amazon, Yahoo!, Salesforce.com, and Microsoft.

I’m also seeing a variety of new automated development workflows and requirements gathering approaches that bring non-developers increasingly into the act of defining, adjusting and implementing applications. These folks are not coders, but they are keen on business transformation via re-engineered business processes. The more tools that close the gap between process efficiency knowledge and the implementation of such productivity enhancements via IT, the more that talented non-developers will deeply exploit IT for their business goals.

A prime example of such tools and approaches is One Team Technologies, a Chicago-based start-up that walks non-geeks through a series of menus and choices — selecting new options based on the roles and choices of the creators — to design database-driven, potentially mission-critical applications. I think venture capitalists ought to use this technology and approach to incubate even more innovative start-ups, and create more business process-focused applications that can be delivered quickly to dynamic enterprises and markets.

And while this trend toward design automation and inclusion of more non-coders into development makes sense for start-ups and Web 2.0 greenfield innovators, the fruits of this broadening portfolio of possibilities will soon benefit SMBs and enterprises as they embrace software as a service (SaaS) and on-demand delivery of applications and integration services. SaaS also accelerates the ability to mash-up and use the services provided from communities of functional interest and from vertical industry niches. That is to say that those hosting organizations interested in proving on-demand applications will increasingly provide the tooling to create and adapt applications all the more appealing to more businesses.

The road from application service innovation to full production, as I mentioned, is already rapidly compressing. A great example of this compression effect comes from Bungee Labs’ Bungee Connect offering, which debuted at Web 2.0 Expo. Another way of describing Bungee Connect is software development and deployment as a service (SDDS). Bungee Connect combines the virtues of online web application development with a near-real-time test and debug capability and with a click-to-host service that — now here’s the rub — costs the developer next to nothing to get into full production.

Here’s an offering that recognizes that new business models that vastly expand the universe of web services players is what the web is all about. The Bungee Connect service began allowing beta use access on May 1. Developers may register to participate in the early-access beta program.

Bungee Connect gives developers WSYWIG, drag-and-drop, rich Ajax interface creation tools online. Those familiar with scripting and web applications development can begin creating web applications from a library of Bungee functions, or create their own services, or mash-up ones from a core of providers: Amazon, Google, Salesforce.com, Yahoo!, Real Networks, Windows Live, PayPal, and eBay.

The cost for the use of the tools, testing, and then hosting is free, and the subscription cost for the at-scale hosting only kicks in based on the use of the application by end users. Low use means low costs, and high use means a predictable measure of the proceeds goes to the development and hosting service. The hosting business stays with Bungee as the grid services provider while the applications ramp up into a sustainable business. Bungee collects rent — so to speak — based on use of the underlying infrastructure. Pay as you grow.

The net effect of these trends and examples is that the time, cost and risk of going from design to full production are deeply compressed. We are entering a period on unmatched applications, services, and media creativity.

Shouldn’t you and your company be a part of it?

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Red Hat delivers middleware stepping stone to larger platform distribution in fall

July 12, 2007 at 12:48 pm · Filed under SOA, enterprise software, open source

Red Hat has cemented another large stone into the foundation of its Enterprise Application Platform (EAP) 5.0, expected later this year, with the announcement of middleware solution EAP 4.2.

EAP 4.2, the company’s most comprehensive enterprise platform, weaves JBoss, Hibernate, and JBoss Seam into a single (integrated, tested, and certified) platform for Java applications. The new direction is an outgrowth of Red Hat’s announcement in April that it had decided to split its efforts into the traditional JBoss.org releases, following the traditional model, and the JBoss.com enterprise releases, for which Red Hat will sell support.

Key components in JBoss Enterprise Application Platform 4.2 include JBoss Application Server 4.2, Hibernate 3.2.4, JBoss Seam 1.2, and JBoss Transactions 4.2.3. It also sports embedded Apache Tomcat 6, a web services stack, support for ful J2EE 1.4 services with extended support for the common Java EE 5 features.

JBoss Enterprise Application Platform 4.2 has been certified on different operating systems, including Red Hat Enterprise Linux 5, HP-UX, Solaris, and Windows; Java Virtual Machines from BEA, HP, and Sun Microsystems; and databases such as Oracle, Microsoft SQL Server, MySQL, and Postgres SQL. It will also be available in seven languages.

Red Hat is moving closer to a full SOA infrastructure offering.

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Parsing search marketing, the ‘content pyramid’ and RSS strategies with Sam Whitmore

July 12, 2007 at 8:29 am · Filed under Enterprise 2.0, Social Computing, Social Media, Web 2.0, open source, podcasts

Read a transcript of the discussion.

In my work covering enterprise application development and deployment strategies, I often find myself also witnessing a sea-change in how software providers market their values. Software has always been a challenge to market, and many of the most innovative thinking in online marketing has come from the software industry.

I’m now seeing four distinct legs of support under the software marketing bench: 1) traditional internal marketing (web sites, downloads, product literature), 2) traditional external marketing (advertising, events, webinars, lists, email, newsletters), 3) viral (blogs, podcasts, videocasts, community sites, social media), and 4) search (all of the above plus tagging, sharing, community, relevance).

I’m also seeing a hastening shift from the second leg to the third and fourth, in terms of investment and expected return. Companies are moving the emphasis from traditional media to social media.

Creating and distributing good content is essential to all these activities, and accelerates the movement to social networking and community development. I recently had a podcast conversation with Sam Whitmore, editor and proprietor of Sam Whitmore’s Media Survey, in which we discuss these themes along with the burgeoning role of RSS, community, conversations, and search.

Together we wonder whether the “public” relations community will soon gain a new cohort, the “search” relations person. It’s a new way to reach the public, the right public, and on the public’s terms. Their search terms. Search is the new media. [ADDENDUM: Here are two other podcasts I’ve done on search, one with ZoomInfo and the other with FAST Search and Transfer.]
Here are some excerpts:

We’re now getting people to understand the concept of “You don’t have to browse anymore.” They still search, of course, probably more than ever before. But you think about the two ways … that people get their information now, it’s either through RSS syndication, or through search. And it’s almost quaint to think back about, “Yeah, I think I am going to go through my bookmarks and see what I haven’t visited in a while.” I don’t know anybody who does that anymore.

The idea is to start thinking strategically about your content. Instead of having thousands of people around your company, each creating their own content without much interaction about it, without much coordination about it — but perhaps a lot of overlap and a lack of reuse — adding to more of a case of redundancy. And that goes for everything from mimeographs to RSS feeds, and all in between.

But when you think about content more strategically — and can plan for and create core content that they can be reused and extended across different uses, like marketing literature, the documentation you provide for your services and products, your advertising, as well as your communications with your investors, with analysts, with press — you create more of a coordinated core set of messages and documents and content. And we’ll be seeing more audio and video increasingly in this mix.

If a company can create this content core and allow people to use it and make it accessible — in the same way as with the development of software tools and components — you can better control your costs; you can control better your message because more of your messaging will be in sync, because its all coming off of the same core.

Any company that has a strategic direction that they are taking their business to should say, “What are the keywords that relate to our future? What is the content we can create that will drive recognition from those keywords of our value, specifically as an individual company? And how can we create an ongoing process by which we’re feeding that algorithm machine over and over again to retain that high ranking?”

That to me is marketing 2.0.

I think that these IT trade titles and these people that are being rapidly disintermediated, they need to figure out how to get some of their content to rank well in generic search environments. And that brings us back to SEO and the fact that you can subscribe to RSS search results and these people really are getting hammered.

The way you go about a whitepaper is you do research, you get information and you do interviews — primary research. And what is an interview? It’s a discussion. Why not just create a great discussion with the experts and put that up, instead of putting it into some sort of a turgid-prose, 80-page tome that people only read the executive summary of?

Why not give the long tail its due and put up a series of five key discussions with the experts you would have interviewed anyway for the whitepaper, and let people either read the transcript or glance at the executive summary of each individual interview or discussion, and then pick and choose? To me that’s just a better way to learn. And it also, by the way, is a lot easier for the experts as well as the authors. So it really is a discussion.

Read a transcript of the discussion.

 

 A podcast conversation with Sam Whitmore on marketing 2.0 [44:27m]: Play Now | Play in Popup | Download (517)

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