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New communication behaviours in a Web 2.0 world
A.4 Social networks
Social networks are special applications that combine some of the elements mentioned above.
Members of the networks choose who they wish to interact with. However, their choice is often
based on one or more types of interdependency, such as values, friends and hobbies
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. The
groups are either general, where users share unsorted content, or focused on content reflecting a
shared interest, a network of pet lovers, book lovers or wireless technology experts, for example.
Case study: social networking in Korea
Korea’s
Cyworld
is a personalized community service. By tapping into consumers’ needs to
connect and express themselves, it has created a unique business model that does not rely on
advertisements.
Cyworld provides individuals with an online space called Mini Homepy (short for Homepage).
They can then upload user‑generated content, such as texts, photos and videos. Cyworld offers
a simple platform and easy‑to‑use tools, as well as enabling users to create real relationships,
but in cyber space, thanks to which it has successfully acquired and retained subscribers.
The business model of the service is to generate revenues by selling digital items, such as an
avatar or a form of decoration for the Mini Homepy, using a virtual currency (which can be
exchanged for a real one). However, new business models, including advertising, are also being
developed.
Cyworld has 18 million users, almost a third of Korea’s population, and is now expanding into
China, Japan and USA.
A.5 Mash-ups
A mash-up is a Web application that combines data from more than one source into a single
integrated tool. An example is the use of cartographic data from Google Maps to add location
information to real estate data. This creates a new and distinct Web service that was not
originally provided by either source
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. At the moment the main portal allowing mash-ups is
the social network Facebook. However, many others, including market leader MySpace, have
announced that they are going to open their applications for external applications development.
A.6 Virtual worlds
A virtual world is an interactive simulated environment accessed by multiple users through
an online interface. There are many different types of virtual worlds. However, all of them
have six features in common: shared space, a graphical user interface, immediacy, interactivity,
persistence, and socializing (or community)
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. End-users live in the virtual worlds through
‘avatars’ – three dimensional representations of the user in the virtual world environment.
Virtual platforms can enable new consumer behaviours. For example, users play an active role
in shaping their environment through ‘co-creation’. Such virtual world dynamics could offer a
way of finding out how people and businesses can interact to build economies based on user-
generated content and services.
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Summary of Contents for Web 2.0 services
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