In O’Reilly’s (2005) ‘What is Web 2.0’, he discusses the changing landscape of the internet; where the ‘.com boom’ has now presented us with a new generation of software. In this article O’Reilly’s concept of ‘Web 2.0’ presents new design patterns for the internet, where they have inspired a new branch of business models which have created an evolution in relation to internet based software. These design patterns are;
1. The Long Tail
2. Data is the Next Intel Inside
3. Users Add Value
4. Network Effects by Default
5. Some Rights Reserved
6. The Perpetual Beta
7. Cooperate, Don’t Control
8. Software Above the Level of a Single Device
The design pattern which stood out to be me most while reading O’Reilly’s article was the last design pattern, ‘Software Above the Level of a Single Device’. What this means is that “the PC is no longer the only access device for internet applications, and applications that are limited to a single device are less valuable than those that are connected” (O’Reilly 2005). The implication of this is that internet applications today, should be designed so that they integrate services across a range of devices and servers not just solely from the PC (O’Reilly 2005). Why is this belief held? Because its obvious that today we do not just access the internet through a PC, we are now using tablets, smartphones, gaming consoles and a range of other devices to access the internet. An internet application today needs to integrate its services across a host of devices if it wants to be perceived as valuable. This is all part of the customer experience that we demand from our internet software today and if an application fails to do so then we can deem it as a much less valuable.
This design pattern is evident when we look at media companies such as television networks, sports organisations and subscription on-demand media. Each of these are creating internet applications where you can stream television shows, documentaries, movies, events and live sports which are not solely for usage through a PC. These on-demand applications are available on a wide range of devices such as your smartphone, tablet, gaming console, smart TV, set top boxes and Blu-Ray players. Each of these devices have the capacity to stream this on-demand content and so the software is there for use to extend far beyond the PC.
Netflix are the perfect example of ‘Software Above the Level of a Single Device’. Netflix moved their online service from the PC and expanded its capabilities in responding with these ‘Web 2.0’ devices. In 2008 Netflix made it possible for their subscribers to stream their content through a host of devices and what this did was make the software valuable by the opportunity to access Netflix through, for example your iPad or Xbox (Auletta 2014). Delivering on O’Reilly’s ‘Web 2.0’ design pattern ‘Software Above the Level of a Single Device’, Netflix have altered the future of television and what we have seen is TV networks do the same such as Channel 9’s Jumpin or SBS’ SBS On Demand; sports organisations creating their own networks such as the NFL Network or NBA League Pass; and also competitor services to Netflix such as Hulu or Amazon Instant. What each of these applications have done is made their content available not just the single device of the PC but available on a range of devices.
In delivering on O’Reilly’s design pattern, ‘Software Above the Level of a Single Device’, what we have seen in the examples presented above is that these media companies are ‘creating internet applications where accessibility is possible through far more than the sole device, therefore giving leverage to the power of the web platform by making it a seamless, almost invisible part of their infrastructure’ (O’Reilly 2005).
References
Aueletta, K 2014, ‘Outside the Box: Netflix and the future of television’, The New Yorker, 3 February, viewed 27 August 2014, http://www.newyorker.com/magazine/2014/02/03/outside-the-box-2
Surowiecki, J 2010, ‘The Next Level: Failure of “category killer” chain stores’, The New Yorker, 18 October, viewed 27 August 2014, http://www.newyorker.com/magazine/2010/10/18/the-next-level
O’Reilly, T 2005, What is Web 2.0, O’Reilly, viewed 27 August 2014, http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1
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