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Web 2.0 in the Health &
Life Sciences Enterprise

Dan Kasun

Ben Flock

Microsoft
Corporation

Agenda

What is Web 2.0?

Why does it matter for the HLS
Enterprise?

What is Microsoft doing ?

Summary and Q&A

Agenda

What is Web 2.0?

Why does it matter for the HLS
Enterprise?

What is Microsoft doing?

Summary and Q&A

Interesting Defintions

Wikipedia

Web 2.0, refers to a perceived or proposed second
generation of Web
-
based services

such as social
networking sites, wikis, communication tools, and
folksonomies that emphasize online collaboration and
sharing among users.

Tim O’Reilly’s Compact Definition:

Web 2.0 is the network as platform, spanning all connected
devices; Web 2.0 applications are those that make the most of the
intrinsic advantages of that platform: delivering software as a
continually
-
updated service that gets better the more people use
it, consuming and remixing data from multiple sources, including
individual users, while providing their own data and services in a
form that allows remixing by others, creating network effects
through an "architecture of participation," and going beyond the
page metaphor of Web 1.0 to deliver rich user experiences.

Many more…



Newest Compact Definition

of Web 2.0


Networked applications

that
explicitly leverage
network
effects
.”


Tim O’Reilly

What is

Web 2.0?

Continuous update

Rich and interactive
UI

Architecture of
participation

Network and devices
as a platform

Data consumption
and remixing from all
sources including
user generated data

http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what
-
is
-
web
-
20.html

That’s a little confusing…
let’s look at it a bit
differently….


Technology Adoption

Diffusion of Innovations

Everett Rogers, 1962

Stages of adoption

innovators
-

venturesome, educated, multiple info sources, greater
propensity to take risk

early adopters
-

social leaders, popular, educated

early majority
-

deliberate, many informal social contacts

late majority
-

skeptical, traditional, lower socio
-
economic status

laggards
-

neighbors and friends are main info sources, fear of debt


Adoption Drivers

Research/Government

Niche interest

Business operational

Consumer commerce

Social

Research

Niche

Business operational

Consumer commerce

Social

Rate of Adoption

Percentage of Ownership

100

90

80

70

60

50

40

30

20

10

0

100

90

80

70

60

50

40

30

20

10

1

110

120

Electricity

(1873)

Telephone

(1876)

Automobile

(1886)

Television

(1926)

Radio

(1905)

VCR

(1952)

Microwave

(1953)

Cell Phone

(1983)

PC

(1975)

Source: Rich Kaplan, Microsoft

Internet

(1975)

The

“1985

Effect”

0
10
20
30
40
50
60
70
80
90
100
% Usage

Computer and Internet Use by Age in 2003

% Computer Use
% Internet Use
0
10
20
30
40
50
60
70
80
90
% Usage

Computer and Internet Use by Age in
1997

% Computer Use
% Internet Use
Age:
11
-
13

Age:
16
-
18

1985 marks the inflection
point

Those born around 1985
have significantly higher
computer and internet
usage

1984
-
1986 marks the
approximate beginning
of the PC/home
computer

IBM announces PC/AT
w/MS DOS

Compaq announces clones

Apple announces Mac

Microsoft goes public

Windows 1.0

Dell and Gateway founded




Source: US Census, Current
Population Surveys, 1997 and 2003

The state of computer
technology adoption

Computer and Internet use are hitting the top end of the
adoption curve (at least in 1
st

world)

“1985 effect”

Growing population who have never experienced a world
without computers

Same populace entered peak socialization years around
1997
-
1998


when the Internet exploded

They are now entering the work force and will be a significant
economic and political force

This is only the beginning…

Results/effects

Computer/Internet technology has become an integral part of
the social culture

Computers/Internet no longer thought separately from
everyday lives

Expectations of simplicity and capabilities of
applications/solutions get much, much higher


So what is Web 2.0?

Dan
Kasun’s

Definition:

It is not a technical phenomenon
-

it’s a social
phenomenon brought on by technology
adoption.

Web 2.0 is the buzzword used to define the
expectations that today’s population has

for ALL
applications, driven by near
-
universal adoption
of personal computers and the Internet and the
integration of this technology into our social
culture.

What are those expectations?

Let’s look at some “Web
2.0” implementations


Examples

Web 1.0



Web 2.0

DoubleClick

Google AdSense

Ofoto

Flickr

Akamai

BitTorrent

mp3.com

Napster

Britannica Online

Wikipedia

personal websites

blogging

evite

EVDB

domain name
speculation

search engine
optimization

page views

cost per click

screen scraping

web services

publishing

participation

CMS

wikis

directories
taxonomy

tagging
"
folksonomy
"

stickiness

syndication

Category

Example

Tagging *

Delicious

Start Pages *

Netvibes

To Do

Voo2oo

Peer Production

Digg

Image Storage *

Flickr

File Storage *

Openonomy

News Filters

Memeorandum

Word Proc *

Writley

Calendaring *

Calendar hub

Project mngmt *

Basecamp

Maps *

Local.Live

Site Traffic

Measuremap

Business *

Salesforce

Ads *

Adsense

Encyclopedia *

Wikipedia

Diary *

Blogging

Radio *

Podcasting

Classified *

Craigslist

Who are the users?

Remember


we are at the top of
the adoption S
-
curve

Not “edge cases”, early
adopters, or technophiles

They are people choose not to
think about technology

Global scale

100
-
200M people world
-
wide

Blogosphere growing
exponentially

Over 60 times larger than it was 3
years ago

MySpace: over 100 million users
sharing content, information, and
forming ad hoc communities

Usage is affecting all aspects of
culture


social, economic,
political


Research

Niche

Business
operational

Consumer
commerce

Social

The NEW user expectations

Frictionless entry

Must be fundamentally simple to access and enroll

Appropriate fidelity

From simple to high
-
fidelity

“It just works” (i.e., it doesn’t suck)

Easily Personalized

Everyday person becomes a “developer”

Information cycle

Store, retrieve, modify,
communicate

(share, provide feedback)

Networked/Syndicated

Flow in and out to other systems

Provide incremental value

Collective and Democratic

Give people power over content

Rapid change

Users don’t just tolerate change, they DEMAND it

Zero tolerance for downtime

Web 2.0 sites vs.
expectations

Site

Transparent

Fidelity

Personalized

Information
Cycle

Syndicated

Collective

Rapid
Change

Always up

eBay

x

simple

x

x

x

x

x

x

Amazon

x

simple

x

x

x

x

Google

x

simple/RIA

x

x

x

x

x

Flickr

x

simple

x

x

x

x

x

x

Utube

x

simple

x

x

x

X

x

x

Wikipedia

x

simple

x

x

x

x

x

x

Live.com

x

simple/RIA

x

x

x

x

x

x

Digg

x

simple

x

x

x

x

x

Deli.cio.us

x

simple

x

x

x

x

LinkedIn

x

simple

x

x

x

x

x

x

MySpace

x

simple

x

x

x

x

x

x

Xbox Live

x

simple

x

x

x

x

x

NEW Demands on Developers

Focus on the user

Focus on two
-
way communication and
democratization

Federated/Syndicated
-

allow information
flow

Managing Security, Privacy, and Property

Lightweight/Rapid Development

7 x 24 x 365


Agenda

What is Web 2.0?

Why does it matter for the HLS
Enterprise?

What is Microsoft doing?

Summary and Q&A

Impact on Enterprises

Customer applications and interactions

Internal applications and processes

Development and IT

Implications for inside the Enterprise

Consumerisation

Differentiated IT

Knowledge Management

Teamworking / KM

Blogs and Wiki’s

Collaboration

IM, Livemeeting

Search, navigation and location

Enterprise Search

Analysis

BI / Mashups


Implications for outside the
Enterprise


Partner and supplier engagement


Shared blogs, wiki’s etc


Relationship and trust


Customer / Partner engagement in:


Innovation (FAST)


Marketing (Viral)


Sales (Evangelism)


Training


Support


New business models / revenue streams


Subscription


Advertising

Introducing Enterprise 2.0

Concieved by Harvard Business School
Professor Andrew McAfee

Defined as emergent, freeform, social
applications for use within the enterprise

Primarily to improve the collaboration
problem (discussed shortly)

The use of blogs and wikis to capture
institutional knowledge, make it
discoverable and lets structure and
organization emerge naturally

Technology

Area

Consumer

Enterprise

Marketecture

Web 2.0 / Saas

SOA / Software

Collaboration

Blogs

and Wiki’s

Email and Doc

Management

Identity

Relationships and Trust

Security

Tools

RIA tools

VS

Applications

Mashups

Composition

Frameworks

Ajax / Rails

.Net

Languages

Dynamic

Static

Service Support

RSS / ATOM

WS

*

Messages

REST

SOAP

Metadata

Micro formats

MDM

Data

Format

JSON

XML

Content

Audio / Video

Transaction / Documents

What is Healthcare 2.0


Tool that will help
break down
barriers for better
information
Sharing



“Transform a broken industry by putting Health Care
back into the hands of the consumer”

Steve Case, Founder and CEO
revolutionhealth

Other Healthcare 2.0 sites

RateMD

WebMD

EnhancedMD

Healthline

PatientsLikeMe

WhoIsSick


Social Computing for Health…

Other Social Computing for Health Sites

Source: Wall Street Journal, Dec 2006

Healthcare 2.0 Success Criteria

Brand Equity & Identity

Community Empowerment

Unbound Information Access

N
-
Dimentional

Visual Experience

Dynamically Configurable &
Customizable


New wave of tools will serve as an
enabler for industry transformation
over the next 3
-
5 years.

What is Microsoft Doing to
Enable Healthcare 2.0



Recent Acquisitions


Azyxxi



Medstory


Expanding Industry Solutions Focus



New Software Tools





Agenda

What is Web 2.0?

Why does it matter for the HLS
Enterprise?

What is Microsoft doing?

Summary and Q&A

Microsoft’s value proposition for
Web 2.0 developers

User expectations are very difficult to meet

Demands on the developer and the
infrastructure are extreme

Microsoft’s goals

Provide the platforms and
software

to make
developers highly productive

Provide core
services

to developers and end
users that will streamline the development
process and accomplish tasks that would
otherwise be prohibitively difficult and/or
expensive

Microsoft Web 2.0
Platforms

Windows Live providing consumer Web 2.0 Services

Office Live providing SMB Web 2.0 Services

MOSS 2007 providing Enterprise Web 2.0 Services

MSN providing news and portal service

Xbox/Xbox Live providing connectivity into the
home

Microsoft Related
Technologies

WPF

Windows Live

Search

Expression

adCenter

Virtual Earth

Office Live

ASP.NET AJAX

Silverlight

Software + Services

Gadgets

PopFly

Xbox Live

MOSS 2007

Demo

XBox

Live

Microsoft Office System
2007/WSS 3.0

Built
-
in capabilities:

Search

Document collaboration

Alerts

Blogging

Wiki

RSS everything

Demo

MOSS/WSS 3.0

ASP.Net

AJAX

A framework for building a new generation of richer,

interactive, personalized standards
-
based web
applications


High
-
productivity platform for AJAX
-
style browser applications

Script component model and UI framework for browser
-
based web applications

Rich suite of components, controls, and behaviors to make Ajax easy


Seamlessly integrate with Microsoft platform and application model

Easily leverages services and components hosted in ASP.NET


Delivers ubiquitous reach and easy deployment

Works with IE,
FireFox
, Safari web clients


no client install required

Based on existing standards


DHTML,
JScript
, CSS


Enable world
-
class tools for AJAX
-
style application development

Will be integrated with web authoring tools for developers and designers

Next release of VS will provide richer scripting toolset (debugging, tracing, etc)

Demo

ASP.NET AJAX


Partners &

Advertisers

Developers

End

Users

Live

Platform

More innovation in
WL services

More user value
from Windows Live

More engaged and
targetable user base

Unique advertising vehicles

Unique application
capabilities

Large user base
and multiple
monetization
models

Larger advertiser base

Greater ability for ISV

revenue share

Open Windows Live services to 3rd parties to create a
virtuous ecosystem that mutually benefits users,
developers, partners, advertisers and Microsoft.

Live.com

Live Products

Shipping

Beta

Messenger

Mail Desktop

Favorites

Messenger Mobile

Expo

Search mobile

Custom Domains

Live Writer

Toolbar

Live
QnA

Mail Mobile

Live gallery

Live

Live Product Search

Local

Photosynth

Search

STS

Xbox

Ad manager

Office

Collaboration

Live Services

Silverlight

Streaming

Photos

Contacts

Virtual Earth

Search

Live ID

Custom Domains

Expo

Messenger

Spaces

Writer

Gadgets

Live SDKs


adCenter

SDK


Live Search SDK


Live Messenger
Activity SDK


Live Messenger
Add
-
in SDK


Live Spaces
MetaWeblog

API


Virtual Earth Map
Control SDK


MapPoint Web
Services



Live Data SDK


Live Contacts API


Live Alerts SDK


Live Custom
Domains SDL


Live Expo API


Live ID SDK


Live Toolbar
Custom Button
SDK


Live Writer SDK


Demo

Live Search API

Microsoft
Silverlight

Cross
-
browser, cross
-
platform plug
-
in for
delivering the next generation of .NET based
media experiences and rich interactive
applications

Flexible programming model that supports
AJAX, VB, C#, Python, and Ruby

Integrates with existing Web applications.

Silverlight

supports fast, cost
-
effective
delivery of high
-
quality video to all major
browsers running on the Mac OS or
Windows

Demo

Silverlight

Microsoft
Popfly

Democratize

Development
:
Popfly

enables users of all skill levels
to create or edit their own mash
-
ups, Web pages, or gadgets for use
within applications or to simply spice up existing web sites or social
sites.




Easy
:
You can easily build your first mash
-
up in minutes using the
built
-
in tutorials and community features to get help fast.

Social
:
Popfly

provides an online community for all non
-
professional
developers to share their creations ranging from
mashups

to custom
AJAX
-
applications to Windows projects built with Visual Studio
Express.

Share
:
Popfly

supports publishing creations to Windows Live
Spaces,
Typepad
, any blog engine that supports the
MetaWeblog

API,
and any site that supports <
iframes
>.

Silverlight
-
based
-

a great example of how
Silverlight

enables a new
generation of Rich Interactive Applications on the Web
.


Demo

PopFly

Agenda

What is Web 2.0?

Why does it matter for the HLS
Enterprise?

What is Microsoft doing?

Summary and Q&A

Summary

Web 2.0 is…

Buzzword used to define the
expectations that today’s population
has

for ALL applications

These users expect technology to be a transparent facilitator of
their social needs


and expect everything to be: transparent,
easy, personal, connected, syndicated, democratic, always
updated and changing, and always available

It is important because…

Enables new business models

We need to meet our customer expectations

Provides new operational models for better collaboration and
efficiency

What is Microsoft doing to help you achieve Web 2.0?

SOFTWARE

that enables you to build these solutions better and
faster (.NET, Vista, MOSS 2007, WPF,
Silverlight
, Expression,
ASP.NET AJAX, IIS7, etc.)

SERVICES

to allow you to deliver capabilities that software alone
cannot achieve (Live,
Silverlight

streaming, Office Live, Xbox
Live, Virtual Earth, Messenger,
Popfly
, etc.)

Web 2.0 References

News

http://www.techcrunch.com/

http://tech.memeorandum.com
/

http://blogs.technet.com/michael_platt

(retired)

http://michaelplatt.net/blogs/architecture/default.aspx

(new)

Definitions and examples

http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what
-
is
-
web
-
20.html

http://web2.wsj2.com/web2ishere.htm

http://www.technosight.com/blog/blogoposium
-
one/

http://web2.wsj2.com/the_best_web_20_software_of_2005.htm

Architectures

http://web2.wsj2.com/visualizingweb20.htm

http://blog.forret.com/blog/2005/09/web
-
20
-
mememap
-
overview.html

http://web2.wsj2.com/is_web_20_the_global_soa.htm

http://www.podtech.net/?p=227

http://
www.veryard.com/so/2005/10/soa
-
20.htm

Live.Com

References

Windows Live Developer resource site

msdn.microsoft.com/live

dev.live.com


ideas.live.com

ASP.Net

AJAX

http://ajax.asp.net

Mashups and new Web 2.0 APIs

www.Programmableweb.com

Gadgets for Live.com

http://www.microsoftgadgets.com


http://www.microsoftgadgets.com/build/

CardSpace


© 2004 Microsoft Corporation. All rights reserved.

This presentation is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.