Queensland integrator acquires web development company

Sunday, July 20th, 2008

Queensland integrator, Ordyss, has acquired boutique web development company, Logisto, and bolstered its management team and staff numbers.

Managing director, Keith Lavelle, said the acquisition of Logisto offered another business line for Ordyss to take to the market. Logisto develops its own content management system, which allows them to reach deeply into an organisations content system using both internal and external web technology.

Lavelle said the new management appointments were made on the back of winning a major facilities maintenance contract with Gallagher Bassett Services and experiencing strong growth on the services side of the business. Ordyss assumed responsibility for all of Gallagher’s IT&T services including hardware and software procurement, desktop management, helpdesk, project delivery and services.

Jones will be responsible for the professional services arm of the business, which encompasses its software development and facilities management arm. He previously ran his own freelance consultancy company before joining Ordyss.

Hutchinson will look after the managed services business that entails its outsourced helpdesk and network monitoring function. He was previously the CIO of the Coffee Club. Prior to joining the integrator, Mair worked at venture capitol company, Pioneer Development Fund. Salvo has previously worked for Assured IT.

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Jaduka Names Patrick Murphy Vice President of Business Development

Wednesday, July 9th, 2008

Jaduka has expanded its enterprise, voice and transaction services team with the appointment of telecommunications and Internet industry veteran Patrick Murphy as Vice President of Business Development.

Mr. Murphy has eighteen years of business development, sales, and management experience in the telecommunications and Internet industries. In 2007, he co-founded and served as chief operating officer at The Thomas Howe Company, the industry’s first voice mash-up consultancy. At Thomas Howe, Murphy advised clients on the integration of real-time communications technologies into business processes. During his tenure, Thomas Howe was recognized as one of the most influential voices in the VoIP industry.

Jaduka President Jack Rynes said, “Jaduka technology innovation, network reliability and telecom experience are driving rapid adoption of our voice and transaction services. Patrick Murphy brings those same qualities innovation, reliability and experience to our business development team. We’re delighted to welcome him to Jaduka.”

Jaduka Vice President of Business Development Patrick Murphy added, “I’m delighted to be working at Jaduka. Their APIs and carrier-grade telco infrastructure, in my view, represent the defacto standard for integrating voice mash-ups and communications enabled business processes (CEBP) into enterprise applications.”

Mr. Murphy shares his expertise through blogs and speaks at industry events on topics including voice mash-ups, CEBP, and enterprise 2.0. He also serves on the Boards of several companies.

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Leighlinbridge native recruited by award

Thursday, June 5th, 2008

Rosemary Lawlor, originally from Leighlinbridge, has been appointed as a Sales Executive by local web development and IT solutions company, t2.

A past pupil of Presentation Secondary School in Askea and graduate of DIT Aungier Street, Rosemary will head up the company’s regional and national sales effort, supporting its development of new markets.

Previous to joining t2, Rosemary travelled extensively and worked in recruitment sales with a Naas based company so her appointment is a welcome return to working in her home county.

Rosemary is the third person to join the t2 team this year, following the company’s recruitment of a web master to service a large national contract and a website developer earlier this year.

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Broadband Access Opens Doors To Networking Economic Development For Rural Areas

Tuesday, May 20th, 2008

The report, “Broadband Internet Use in Rural Pennsylvania,” examines broadband availability and adoption in four sectors health care, local government, education and business through case studies, interviews with key information-technology personnel and analysis of organizations’ Web sites. While the report focuses on Pennsylvania, their recommendations hold true for any state with a large rural population, according to the researchers.

“Broadband services offer a huge opportunity for rural areas with significant payback in terms of economic development and community revitalization,” said Amy Glasmeier, professor of geography and co-author of the report. “The Internet makes possible a whole range of processes which involve more than rapid access to information and which range from joint projects by municipalities and collaborations between schools to development of new business processes.”

According to the researchers, while the number of rural users of broadband Internet services has been steadily increasing, access to broadband is not universal in rural areas, and in some places, dial-up remains the only affordable option. While dial-up allows for electronic access to information, its slower speed and lower bandwidth capacity limit organizations from developing Internet-enabled processes and collaborations what the researchers distinguish as “transformative” uses.

For instance, with broadband Internet, rural hospitals could improve patient care by forging networks with urban hospitals to access their expertise and resources. Rural hospitals also could develop interactive processes such as online appointment scheduling, remote patient monitoring through biosignals and image data and videoconferencing between patients and doctors.

“Policy must consider ways to facilitate broadband deployment to do more than the status quo only slightly faster or with less face-to-face contact,” Glasmeier said.

But policy makers also need to recognize that there is no single solution to the challenges of broadband utilization. Programs need to be specific to their sectors and linked to the specific challenges facing individual sectors, the researchers assert.

Some interactive processes such as streaming of public meetings, tax payments, conversation forums and collaborative software for curriculum development which broadband Internet can facilitate for local governments and school districts are less relevant for businesses and hospitals, for instance.

The report’s co-authors are Chris Benner, associate professor at University of California-Davis; Chandrani Ohdedar, Ph.D. student, Penn State department of geography; and Lee Carpenter of the Penn State Children, Youth and Families Consortium.

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Cisco reveals training R&D plans for China

Sunday, April 20th, 2008

Cisco last week released specifics of its previously announced innovation and sustainability initiative for China.

The initiative includes research and development, education, procurement, investment and training, Cisco chairman and CEO John Chambers said in an Web Development Live announcement in Beijing.

“The next stage of our strategy for China reflects the country’s importance to Cisco’s global growth strategy and to our long-term business model, built upon next-generation innovation in collaboration and Web 2.0 technologies,” said Chambers.

“Cisco’s public-private collaboration within China not only helps accelerate these business efforts, but also helps the 1.3 billion people and growing number of entrepreneurs within the country gain access to social and economic opportunities afforded by the internet.”

The move also included the appointment of Jim Sherriff, previously Cisco’s senior vice-president of global operations, to the newly created position of chairman, Cisco China.

According to a press release regarding the initiative, a memorandum between Cisco and China’s National Development and Web Development Live Reform Commission is intended to “extend cooperation in the areas of manufacturing and service outsourcing, next-generation internet, venture investment, training and development, as well as environmentally focused research and development including energy efficiency, emission reduction and network-based green urban development”.

A similar memorandum between Cisco and China’s Ministry of Commerce will see the vendor work with the ministry to help implement the Thousand-Hundred-Ten Project for China’s business process operations industry.

The program will see Cisco provide training to improve the skills of Web Development Live employees in Chinese companies.

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Torch concludes topsy-turvy tour of S.F.

Wednesday, April 16th, 2008

SAN FRANCISCO Last-minute changes to the Olympic torch’s route through the only North American city on its world tour helped it evade not only protesters, but also fans who lined up for hours waiting for a historic sight that never arrived.”I’m disappointed, annoyed, tired, frustrated,” Sydney Sullivan, 18, said after unsuccessfully trying to chase the flame through the city. “I mean, it’s not every day you get to see the Olympic torch.”After its parade was rerouted and shortened to prevent disruptions by massive crowds of protesters, a planned closing ceremony at the waterfront was canceled and moved to San Francisco International Airport. The flame was placed on a plane and was not displayed.International Olympic Committee President Jacques Rogge expressed relief that the San Francisco relay avoided the turmoil of the torch’s previous stops in London and Paris, where demonstrators had tried to snuff out the flame.”Fortunately, the situation was better … in San Francisco,” Rogge said at an Olympic meeting in Beijing. “It was, however, not the joyous party that we had wished it to be.”The torch’s 85,000-mile, 20-nation global journey is the longest in Olympic history, and is meant to build excitement for the Beijing Games. But it has also been targeted by activists angered over China’s human rights record, its rule of Tibet and its support for the governments of Myanmar and Sudan.Chinese officials declared the San Francisco event a success and praised the route changes as a clever strategy for thwarting “Tibetan separatists.”The activists “ran into a brick wall in San Francisco,” the Global Times newspaper, published by the Communist Party mouthpiece People’s Daily, said on its Web site. It called the changes a “brilliant idea.”Jiang Xiayou, executive vice president of the Beijing Olympic torch relay committee, thanked San Francisco.”Perhaps some of them failed to see the sacred flame today,” Jiang said, speaking through a translator at San Francisco’s closing ceremony. “But we all have felt the passion of the Olympic movement.”Less than an hour before the relay began, officials cut the original six-mile route nearly in half.Then, at the opening ceremony, the first torchbearer took the flame from a lantern brought to the stage and held it aloft before running into a waterfront warehouse. A motorcycle escort departed, but the torchbearer was nowhere in sight.Officials drove the Olympic torch about a mile inland and handed it off to two runners away from protesters and media. The runners began jogging in the opposite direction of the crowds, and the procession gave front-row views to nearby residents, who leaned out their windows for the unexpected sight. More confusion followed, and the torch convoy apparently stopped near the Golden Gate Bridge before heading southward to the airport.As the flame traveled toward the airport, news dribbled through the crowds of more than 10,000 spectators and protesters gathered at the waterfront that the torch wasn’t coming. While Olympic fans dispersed in disappointment, many protesters were undeterred by the development.”I think it was very strange that the torch seemed to be running away from the people, but it was a good day because attention was focused on some very important issues,” said Jerry Fowler, president of the Save Darfur Coalition.San Francisco Police Chief Heather Fong said the decision was made after protesters who swarmed into the street along the original route refused police orders to get back behind barricades. Disputes among China protesters and supporters were escalating into “pushing and shoving matches,” Fong said, and one protest group began breaking windows on a bus.”We had serious concerns about the possibility of additional violence, of additional disruption … if the torch bearers were to run along this route,” Fong said. “We felt it would not be safe.”There were signs of tension even before the torch relay began. Pro-Tibet and pro-China groups had side-by-side permits to demonstrate, and representatives from both sides spilled from their sanctioned sites across a major street and shouted at each other nose to nose, with no visible police presence to separate them.Farther along the planned route, about 200 Chinese college students mobbed a car carrying two people waving Tibetan flags in front of the city’s Pier 39 tourist destination. The students, who arrived by bus from the University of California, Davis, banged drums and chanted “Go Olympics” in Chinese.”I’m proud to be Chinese and I’m outraged because there are so many people who are so ignorant they don’t know Tibet is part of China,” Yi Che said. “It was and is and will forever be part of China.”Only a handful of arrests were made, and no major incidents were reported, police said.Local officials say they support the diversity of viewpoints, but tightened security following chaotic protests during the torch’s stops in London and Paris and a demonstration Monday in which activists hung banners from the Golden Gate Bridge.Vans were deployed to haul away arrested protesters, and the Federal Aviation Administration restricted flights over the city. One of the runners who planned to carry the torch dropped out earlier this week because of safety concerns, officials said.Torchbearers in other cities have complained of aggressive behavior by paramilitary police in blue track suits sent by Beijing to guard the Olympic flame. Although there were no major problems reported in California, they did make their presence felt.At least one torchbearer decided to show her support for Tibetan independence during her moment in the spotlight. After being passed the Olympic flame, Majora Carter pulled out a small Tibetan flag that she had hidden in her shirt sleeve.”The Chinese security and cops were on me like white on rice, it was no joke,” said Carter, 41, who runs a nonprofit organization in New York. “They pulled me out of the race, and then San Francisco police officers pushed me back into the crowd on the side of the street.”Peter Ueberroth, chairman of the United States Olympic Committee, said the U.S. had struck the right balance between preserving freedom of speech for protesters, providing an exhilarating experience for the torchbearers, and preventing a repeat of the chaotic demonstrations that accompanied the torch in London and Paris.”As close as anybody can do in a free society, so far it’s looking very good,” Ueberroth said. “Virtually anybody and everybody is being heard.”On Friday, the IOC’s executive board is to discuss whether to end the remaining international legs of the relay after San Francisco because of widespread protest. The torch is scheduled to travel to Buenos Aires, Argentina, and then to a dozen other countries before arriving in China on May 4. The Olympics begin Aug. 8.After the San Francisco event, Indonesian officials announced it would significantly shorten its leg of the Olympic torch relay in the capital, Jakarta, citing security concerns. Their relay was scheduled for April 22.Rogge has refrained from criticizing China, saying he prefers to engage in “silent diplomacy” with the Chinese.Meanwhile, the White House said anew that President Bush would attend the Olympics, but left open the possibility that he would skip the opening ceremonies. Asked whether Bush would go to that portion of the games, White House press secretary Dana Perino demurred, citing the fluid nature of a foreign trip schedule.A spokesman for British Prime Minister Gordon Brown said he would not attend the opening ceremony. Brown’s office said the decision was not aimed at sending a message of protest to the Chinese government, that Olympics Minister Tessa Jowell will represent the British government at the opening, and that Brown would attend the closing ceremony.London is hosting the 2012 Olympics and British officials were expected to attend events throughout the games.French President Nicolas Sarkozy has said he is debating not attending the opening ceremony as a protest of China’s crackdown in Tibet.

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Software maker Oracle passes on expanding to Treasure Valley

Wednesday, April 16th, 2008

Business software giant Oracle has decided against opening a data center in the Treasure Valley, the Idaho Department of Commerce confirmed Wednesday.The California company had narrowed its choices to the Treasure Valley and the Salt Lake City area.”Commerce has been involved in this with our economic development partners for about six months,” spokesman Bibianna Nertney said. The state has not been told why the Treasure Valley was passed over, Nertney said. The department didn’t deal directly with Oracle but worked through a site selector representing the company. She said Salt Lake has been working to attract Oracle for almost three years.The number of jobs Oracle would have brought to the Valley couldn’t be confirmed, but the Commerce Department said they would have been high-paying.Oracle is a Fortune 200 company that trades on the Nasdaq stock exchange. In 2007, it reported $18 billion in revenue and $5.3 billion in earnings.A call to Oracle’s public relations department wasn’t returned Wednesday.Although the Commerce Department confirmed the discussions with Oracle, Paul Hiller with the Boise Valley Economic Partnership declined to say if his organization was involved.”I can’t comment on the project at this point, and I can’t confirm that it is in fact Oracle,” he said.But Hiller did say his organization is still negotiating with an unnamed information technology company.”We’ve got nine projects currently under way, and one is with an information technology company,” he said.The negotiations with the IT company could bring between 200 and 300 high-paying jobs, but Hiller said any decision is “several months away from a conclusion.” The nine projects could bring about 4,000 jobs, he said. This is the third potential company expansion in the area that has fallen through in the past few months.In December, Hiller’s organization confirmed that two companies including a chemical company had been considering locating in Boise, but there wasn’t sufficient power available for the company’s heavy industrial needs.Despite the recent disappointments, Hiller said interest in the area remains high.He said the industries looking at the Boise area in a variety of fields, including manufacturing and high technology.But he said if Boise is chosen, some of the jobs wouldn’t arrive soon because the majority of the companies are looking at expansions in a five- to 10-year time frame after the current economic downturn is over.The Idaho Business Review first reported that Oracle had pulled out on its Web site Wednesday. Ken Dey: 672-6757

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Torch concludes topsy-turvy tour of S.F.

Sunday, April 13th, 2008

SAN FRANCISCO Last-minute changes to the Olympic torch’s route through the only North American city on its world tour helped it evade not only protesters, but also fans who lined up for hours waiting for a historic sight that never arrived.”I’m disappointed, annoyed, tired, frustrated,” Sydney Sullivan, 18, said after unsuccessfully trying to chase the flame through the city. “I mean, it’s not every day you get to see the Olympic torch.”After its parade was rerouted and shortened to prevent disruptions by massive crowds of protesters, a planned closing ceremony at the waterfront was canceled and moved to San Francisco International Airport. The flame was placed on a plane and was not displayed.International Olympic Committee President Jacques Rogge expressed relief that the San Francisco relay avoided the turmoil of the torch’s previous stops in London and Paris, where demonstrators had tried to snuff out the flame.”Fortunately, the situation was better … in San Francisco,” Rogge said at an Olympic meeting in Beijing. “It was, however, not the joyous party that we had wished it to be.”The torch’s 85,000-mile, 20-nation global journey is the longest in Olympic history, and is meant to build excitement for the Beijing Games. But it has also been targeted by activists angered over China’s human rights record, its rule of Tibet and its support for the governments of Myanmar and Sudan.Chinese officials declared the San Francisco event a success and praised the route changes as a clever strategy for thwarting “Tibetan separatists.”The activists “ran into a brick wall in San Francisco,” the Global Times newspaper, published by the Communist Party mouthpiece People’s Daily, said on its Web site. It called the changes a “brilliant idea.”Jiang Xiayou, executive vice president of the Beijing Olympic torch relay committee, thanked San Francisco.”Perhaps some of them failed to see the sacred flame today,” Jiang said, speaking through a translator at San Francisco’s closing ceremony. “But we all have felt the passion of the Olympic movement.”Less than an hour before the relay began, officials cut the original six-mile route nearly in half.Then, at the opening ceremony, the first torchbearer took the flame from a lantern brought to the stage and held it aloft before running into a waterfront warehouse. A motorcycle escort departed, but the torchbearer was nowhere in sight.Officials drove the Olympic torch about a mile inland and handed it off to two runners away from protesters and media. The runners began jogging in the opposite direction of the crowds, and the procession gave front-row views to nearby residents, who leaned out their windows for the unexpected sight. More confusion followed, and the torch convoy apparently stopped near the Golden Gate Bridge before heading southward to the airport.As the flame traveled toward the airport, news dribbled through the crowds of more than 10,000 spectators and protesters gathered at the waterfront that the torch wasn’t coming. While Olympic fans dispersed in disappointment, many protesters were undeterred by the development.”I think it was very strange that the torch seemed to be running away from the people, but it was a good day because attention was focused on some very important issues,” said Jerry Fowler, president of the Save Darfur Coalition.San Francisco Police Chief Heather Fong said the decision was made after protesters who swarmed into the street along the original route refused police orders to get back behind barricades. Disputes among China protesters and supporters were escalating into “pushing and shoving matches,” Fong said, and one protest group began breaking windows on a bus.”We had serious concerns about the possibility of additional violence, of additional disruption … if the torch bearers were to run along this route,” Fong said. “We felt it would not be safe.”There were signs of tension even before the torch relay began. Pro-Tibet and pro-China groups had side-by-side permits to demonstrate, and representatives from both sides spilled from their sanctioned sites across a major street and shouted at each other nose to nose, with no visible police presence to separate them.Farther along the planned route, about 200 Chinese college students mobbed a car carrying two people waving Tibetan flags in front of the city’s Pier 39 tourist destination. The students, who arrived by bus from the University of California, Davis, banged drums and chanted “Go Olympics” in Chinese.”I’m proud to be Chinese and I’m outraged because there are so many people who are so ignorant they don’t know Tibet is part of China,” Yi Che said. “It was and is and will forever be part of China.”Only a handful of arrests were made, and no major incidents were reported, police said.Local officials say they support the diversity of viewpoints, but tightened security following chaotic protests during the torch’s stops in London and Paris and a demonstration Monday in which activists hung banners from the Golden Gate Bridge.Vans were deployed to haul away arrested protesters, and the Federal Aviation Administration restricted flights over the city. One of the runners who planned to carry the torch dropped out earlier this week because of safety concerns, officials said.Torchbearers in other cities have complained of aggressive behavior by paramilitary police in blue track suits sent by Beijing to guard the Olympic flame. Although there were no major problems reported in California, they did make their presence felt.At least one torchbearer decided to show her support for Tibetan independence during her moment in the spotlight. After being passed the Olympic flame, Majora Carter pulled out a small Tibetan flag that she had hidden in her shirt sleeve.”The Chinese security and cops were on me like white on rice, it was no joke,” said Carter, 41, who runs a nonprofit organization in New York. “They pulled me out of the race, and then San Francisco police officers pushed me back into the crowd on the side of the street.”Peter Ueberroth, chairman of the United States Olympic Committee, said the U.S. had struck the right balance between preserving freedom of speech for protesters, providing an exhilarating experience for the torchbearers, and preventing a repeat of the chaotic demonstrations that accompanied the torch in London and Paris.”As close as anybody can do in a free society, so far it’s looking very good,” Ueberroth said. “Virtually anybody and everybody is being heard.”On Friday, the IOC’s executive board is to discuss whether to end the remaining international legs of the relay after San Francisco because of widespread protest. The torch is scheduled to travel to Buenos Aires, Argentina, and then to a dozen other countries before arriving in China on May 4. The Olympics begin Aug. 8.After the San Francisco event, Indonesian officials announced it would significantly shorten its leg of the Olympic torch relay in the capital, Jakarta, citing security concerns. Their relay was scheduled for April 22.Rogge has refrained from criticizing China, saying he prefers to engage in “silent diplomacy” with the Chinese.Meanwhile, the White House said anew that President Bush would attend the Olympics, but left open the possibility that he would skip the opening ceremonies. Asked whether Bush would go to that portion of the games, White House press secretary Dana Perino demurred, citing the fluid nature of a foreign trip schedule.A spokesman for British Prime Minister Gordon Brown said he would not attend the opening ceremony. Brown’s office said the decision was not aimed at sending a message of protest to the Chinese government, that Olympics Minister Tessa Jowell will represent the British government at the opening, and that Brown would attend the closing ceremony.London is hosting the 2012 Olympics and British officials were expected to attend events throughout the games.French President Nicolas Sarkozy has said he is debating not attending the opening ceremony as a protest of China’s crackdown in Tibet.

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Software maker Oracle passes on expanding to Treasure Valley

Sunday, April 13th, 2008

Business software giant Oracle has decided against opening a data center in the Treasure Valley, the Idaho Department of Commerce confirmed Wednesday.The California company had narrowed its choices to the Treasure Valley and the Salt Lake City area.”Commerce has been involved in this with our economic development partners for about six months,” spokesman Bibianna Nertney said. The state has not been told why the Treasure Valley was passed over, Nertney said. The department didn’t deal directly with Oracle but worked through a site selector representing the company. She said Salt Lake has been working to attract Oracle for almost three years.The number of jobs Oracle would have brought to the Valley couldn’t be confirmed, but the Commerce Department said they would have been high-paying.Oracle is a Fortune 200 company that trades on the Nasdaq stock exchange. In 2007, it reported $18 billion in revenue and $5.3 billion in earnings.A call to Oracle’s public relations department wasn’t returned Wednesday.Although the Commerce Department confirmed the discussions with Oracle, Paul Hiller with the Boise Valley Economic Partnership declined to say if his organization was involved.”I can’t comment on the project at this point, and I can’t confirm that it is in fact Oracle,” he said.But Hiller did say his organization is still negotiating with an unnamed information technology company.”We’ve got nine projects currently under way, and one is with an information technology company,” he said.The negotiations with the IT company could bring between 200 and 300 high-paying jobs, but Hiller said any decision is “several months away from a conclusion.” The nine projects could bring about 4,000 jobs, he said. This is the third potential company expansion in the area that has fallen through in the past few months.In December, Hiller’s organization confirmed that two companies including a chemical company had been considering locating in Boise, but there wasn’t sufficient power available for the company’s heavy industrial needs.Despite the recent disappointments, Hiller said interest in the area remains high.He said the industries looking at the Boise area in a variety of fields, including manufacturing and high technology.But he said if Boise is chosen, some of the jobs wouldn’t arrive soon because the majority of the companies are looking at expansions in a five- to 10-year time frame after the current economic downturn is over.The Idaho Business Review first reported that Oracle had pulled out on its Web site Wednesday. Ken Dey: 672-6757

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Tangled up in the new web

Friday, April 11th, 2008

WEB 2.0 is well established, and sites such as YouTube, Flickr,
Facebook and Digg have turned the internet from a static source of
information into a huge, interactive digital playground. But where
to next? What will the next stage of web culture - which some
people call Web 3.0 - be like?
The expectation seems to be that profound changes are on the
way. If Web 2.0 is about generating and sharing your own content,
Web 3.0 will make information less free.
Privacy fears, new forms of advertising, and restrictions
imposed by media companies will mean more digital walls, leading to
a web that’s safer but without its freewheeling edge.
One reason for this is a new realism about personal information.
Most users casually store personal information on the web - email
on webmail servers, photographs on Flickr, appointment calendars on
Google Calendar, travel plans on Dopplr, and so on.
This openness is one of the defining features of Web 2.0. But
software specialist Nat Torkington, of high-tech publishing house
O’Reilly Media, predicts a backlash.
He argues that one serious leak or theft of private data could
change opinions overnight.
“It could be a Three Mile Island of the net,” he says, referring
to the 1979 accident that turned the US public against nuclear
power.
If this happens, users will start to remove their personal
details from web services, Mr Torkington believes, or at least
impose restrictions on it.
“We’ll see a hybrid model, with software that communicates with
the web while storing private information on your own computer,” he
says. So you might use Gmail to sort through your mail but download
personal messages to a more private spot.
Regions of the web now devoted to the unhindered exchange of
information, such as YouTube and Facebook, may evolve into gated
communities where only select people have access to specific
data.
Another factor that will restrict web freedom is advertising.
According to Brian Davison, a computer scientist at Lehigh
University in Bethlehem, Pennsylvania, the influence of advertising
will continue to grow. Desperate to be noticed by people whose
attention spans are a mouse-click long, advertisers will invent
ever-more devious strategies to suck the punters in.
A few tricks are around already.
Say you are trying to reach Microsoft.com but you accidentally
type Macrosoft.com. That will take you to a page for a company
whose name has nothing to do with “Macrosoft” - they’re just parked
in that domain to get more exposure. You can find something similar
at Mycrosoft.com.
Web advertising is evolving quickly. The next generation will
sneak into search results, Mr Davison says.
For example, a website that sells movie posters might worm its
way into the results for a movie review. The link might look
useful, but clicking through will bring up an advertisement. The
danger is that such activity will gum up search results, stopping
people from finding what they need.
Web advertising is likely to balloon from another direction,
too. “Blogvertising” is expected to take off in the next five years
and produce a stark change in the medium. Already, ads are showing
up on blogs.
Bloggers stand to gain more of the advertising share because
they can create custom content for their advertisers, and that is
leading to a new style of blog on which the line between editorial
and advertisement is blurred.
Federated Media, a pioneer in the business of bringing bloggers
and advertisers together, helped Samsung advertise its HD TVs by
creating a blog called Defining Moment. Sports bloggers contributed
their posts about the best moments in sports in exchange for ad
money. All advertising on the site was by Samsung.
Neil Chase, a former editor at The New York Times and now with
Federated Media, doesn’t see this blurring of ads and content as a
problem. He argues that readers are adept at figuring out the
difference between ads and editorial. Such a model may be making
good on the old web dream of free media sharing for all; bloggers
can make their writing available for free but still be compensated
for it. Music and video content could go the same way,
incorporating advertisements to support the creators.
But wall-to-wall ads are not the only way to support media on
the web, says Michael Geist at the University of Ottawa. He says
another system can work for music and video: a media-sharing tax
that makes it legal to download anything you like.
Canada already has a version of this - a levy on blank CDs and
DVDs that allows Canadians to share music files without being sued
for copyright infringement.
“The developments we’re seeing (with media sharing) aren’t going
away,” Dr Geist says. “As more companies succeed with open business
models that could be stifled by copyright laws, they’ll seek to
have their voices heard.”
When people raised on file-sharing become politicians, Dr Geist
believes, they will support legislation that encourages models of
open media sharing online. For now, though, the name of the game is
restricting access.
Technological improvements mean that more and more content can
be delivered on the web, but with increasing control exerted by the
entertainment companies.
One way this is happening is through services such as Watch Now,
from DVD-rental company Netflix. It allows subscribers to watch
movies online without having to wait for them to download, but the
movies can only be viewed on Windows Media Player, severely
limiting where and how you can watch them.
The Netflix model represents the next step in media restriction
- part of a new, closed era when more content than ever is
available on the net, but only in limited ways.
Enjoy Web 2.0 - while it lasts.
NEW SCIENTIST

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