Abstract
Advertising budgets have not been directly connected to the computer and
technology before the Web 2.0 companies started attracting advertising
dollars. The massive reach of Google has attracted to advertising dollars into
the computer industry. Even thought the proportion of total advertising
spending on Internet advertising is relatively low, the impact on the computer
industry is large.
It promises to get larger. The Internet advertising can be highly targeted and
get to consumers when they are about to make a purchase decision. The
advertiser has very granular control over the advertising spend. If the aim is
to fill up hotel rooms, the advertiser can pull the ad as soon as the rooms
are full. The advertising budgets are large and as automated process and the
Internet begin to attract advertising, this represents significant opportunity
for the computer industry.
Some Web 2.0 vendors including Google built their own machines and this other
market activity is accounted for in the other category for revenue and noted
directly in the unit analysis.
Web 2.0 implements push technology. The push technology is used to
continuously update software online instead of having a continuously evolving
release and license business model. Push technology is useful for getting
teams to work together from remote locations to accomplish a task. Part of
what makes Web 2.0 interesting is push technology.
Push technology is the essence of services oriented architecture. SOA
decouples functionality and permits enterprises to implement code in flexible
ways. Technology is useful for both consumer social networking applications
and enterprise applications because it provides an efficient way to implement
services.
Web 2.0 is a technology that is used to collect revenue from the Internet. But
it goes beyond that. Web 2.0 companies have been able to add value to existing
data by indexing data according to demand and packing data in new ways adding
value to the data that goes beyond what the original creators intended.
Services are a significant aspect of SOA and of Web 2.0.
SOA benefits relate to achieving reuse of code and flexible response to
changing market conditions. Extending the benefits of SOA beyond the
enterprise relates to providing the ability to exchange data between partners,
suppliers, distributors, and customers. SOA facilitates integration beyond the
enterprise - between a company and its partners and customers. A
business-to-business (B2B) infrastructure based on a SOA approach lowers
development costs. It delivers value chain economies and reduces project risks.
The markets for Web 2.0 servers show stead growth due to the increased need
for social networking, intelligent presentation of data, and video sharing.
Web 2.0 promises to support collaboration on a personal and enterprise level.
This provides an advantage to IBM with its new product cycle and its highly
evolved collaborative software initiatives.
Web 2.0 server markets forecasts relate to the development of advertising
on-line and collaboration tools. Markets at $2.4 billion in 2007 are expected
to be at $6.1 billion2014.
Research Methodology
WinterGreen Research authors use a structured, consistent, and detailed
research approach. The methodology supports an analytical approach to market
research. In depth comparisons are made of many aspects of the market. Data
relating to Industry segments is developed to permit presentation of forecasts
and market share positioned to have substantive value.
Research has been automated using automation of interactive surveys that
implement delta trend analysis and instant messaging in combination with
e-mail. Automation is made possible because of a proprietary engine that
implements multilayered cell based analysis. Modular systems support dynamic
computing that use a graphical configuration engine to reach more people in a
research modality.
Full spectrum research and information services, including market reports,
customized research, and customer interviewing are available, reports and
research are positioned to provide strategic value to industry participants,
strategic planners, and product managers.
New systems combine sales tools and independent industry analysis, seeking to
leverage the expertise of the sales force and combine it with the skepticism
of the analysts to provide accurate return on investment analysis.
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