The recent success of Web startups underscores the power of embracing the Web 2.0 ecosystem which thrives on vibrant user participation and user generated content creation, as opposed to older models of pushed, static content. This user participation fosters collective intelligence, creates new ways of solving problems, and shapes connections between individuals and their perceptions of their ecosystem. And, in spite of current economic situations and business challenges these startups confront, many continue to grow and thrive.
As companies develop Web 2.0 ideas, many find that a) there is little consensus on best practices for defining a Web 2.0 service, and b) there are no clear guidelines on prioritizing technology investments. To that end, below are a few important items to consider when planning a Web 2.0 service.
Plan for Multi-Channel Service Delivery. Even if your initial vision is a Web-based platform, keep in mind that users expect ubiquitous access to services through mobile devices, desktop internet applications, device consoles, etc. This can serve as a way to reach additional users and ensure stickiness with existing users by giving them multiple ways to interact with your service. As an example, consider the hundreds of applications that have been developed around the service interfaces and endpoints Twitter and Facebook have exposed.
Plan for Integration with Existing Communities. Because user participation and critical mass are key to the success of any Web 2.0 service, it is paramount that users quickly plug into the social dynamics of your service. Starting a community from scratch and building the platform and features from the ground up is expensive and daunting. Thus, integration with other social service providers should be a primary architectural and planning consideration.
Consider Monetization Channels. Although common advertising models for Web 2.0 services meet with varying levels of success, it’s important to plan for other monetization strategies, even if they will be implemented in later phases. Additionally, there may be opportunities to devise monetization models that address consumer expectations and also generate more predictable revenue opportunities from businesses and enterprises.
Plan for Operational Scalability. If your Web 2.0 idea is a smashing success, you’ll certainly confront issues of scalability and operational costs. Mitigate this by developing a
solutions architecture that allows for flexible provider models (to quickly and smoothly swap local infrastructures out in favor of large-scale hosted or cloud-based infrastructure).
By taking consideration these ideas when developing your Web 2.0 business strategy, you can better plan for and drive decisions around technology, platforms, architecture, service design, and future technical scalability.
