Last week, The Guardian's approach to openness and mutualisation took a giant step forward when we brought the Open Platform out of Beta.

It's a whole new business model with a new technology infrastructure that is already accelerating our ambitions, order viagra online cheap.

I'll explain how we got to this point, but let me clarify what we just announced:

• We've implemented a tiered access model that I think is a first in this space. We have a simple way to work with anyone who wants to work with us, from hobbyist to large-scale service provider and everything in between.
  
• We've created a new type of ad network with 24/7 Real Media's Open AdStream, one where the ads travel with the content that we make available for partners to reuse, köpa billiga viagra.
  
• That ad network is going to benefit from another first which is Omniture analytics code that travels with the content, as well.
  
• Order viagra online cheap, License terms that encourage people to add value are rare. Using many of the open license principles we developed T&Cs that will fuel new business, not stop it.
  
• Hosted in the cloud on Amazon EC2 the service scales massively. There are no limits to the number of customers we can serve.


• The API uses the open source search platform Solr which makes it incredibly fast, robust, and easy for us to iterate quickly.
  
• We introduced a new service for building apps on our network called MicroApps. Partners can create pages and fully functional applications on guardian.co.uk, order viagra online cheap.
  

There's lots of documentation on the Open Platform web site explaining all this and more, but I figured I could use this space to give a picture of what's been happening behind the scenes to get to this point.

It's worth noting that this is far from the full picture of all the amazing stuff that has been happening at the Guardian the past 12 months. These are the things that I've had the pleasure of being close to.

Beginning with Beta Order viagra online cheap, First, we launched in Beta last year. We wanted to build some excitement around it via the people who would use it first. So, we unveiled it at a launch event in our building to some of the smartest and most influential London developers and tech press.

We were resolute in our strategy, but when you release something with unknown outcomes and a clear path to chaos people get uneasy. So, viagra online stores, we created just large enough hurdles to keep it from exploding but a wide enough berth for those who used it to take it to its extreme and to demonstrate its value.

It worked, order viagra online cheap. Developers got it right away and praised us for it. They immediately started building things using it (see the app gallery). All good signs.

Socializing the message

We ran a Guardian Hack Day and started hosting and sponsoring developer events, including BarCamp, Rewired State, FOWA, dConstruct, djugl, Acheter viagra, Music Hack Day, ScaleCamp, etc. Order viagra online cheap, Next, we knew the message had to reach their bosses soon, and their bosses' bosses. So, we aimed right for the top.

Industry events can be useful ways to build relationships, but Internet events have been really lacking meaning. People who care about how the Internet is changing the world and who are also actively making that change happen were the types of people we needed to build a long term dialog with.

So, we came up with a new kind of event: Activate Summit.

The quality of the speakers and attendees at Activate was incredible, order viagra online cheap. Because of those people the event has now turned into something much more amazing than what we initially conceived.

Nick Bostrom's darkly humorous analysis of the likelihood of human extinction as a result of technology haunts me frequently still, Køb discount viagra, but the event also celebrates some brilliant ways technology is making life better. I think we successfully tapped into some kind of shared consciousness about why people invest their careers into the Internet movement...it's about making a difference.

Developers, developers, developers!

Gordon Brown was wise in his decision to put Tim Berners-Lee and Nigel Shadbolt on the task of opening government data. Order viagra online cheap, But they knew enough to know that they didn't know how to engage developers. Where did they turn for help. The Guardian.

We couldn't have been more excited to help them get data.gov.uk out the door successfully. It was core to what we're about. As Free Our Data champion Charles Arthur joked on the way to the launch presentation, "nice of them to throw a party for me."

We gave them a platform to launch data.gov.uk in the form of developer outreach, advice, support, event logistics, a nice building, etc., but, again, the people involved made the whole effort much more impressive than any contribution we made to it, order viagra online cheap.

Tom Taylor's Postcode Paper, Viagra pedido en línea, for example, was just brilliant on so many levels. The message for why open government data could not have been clearer.

Election data

Then when the UK election started to pick up some momentum, we opened up the Guardian's deep politics database and gave it a free-to-use API. We knew we couldn't possibly cover every angle of the election and hoped that others could use the Guardian's resources to engage voters. We couldn't have asked for a better example of that then Voter Power Order viagra online cheap, .

A range of revenue models

All along there were some interesting things happening more behind the scenes, too.

The commercial team was experimenting with some new types of deals. Our ad network business grew substantially, and we added a Food Ad Network and a Diversity Network to our already successful Green Ad network.

It was clear that there was also room for a new type of ad network, För viagra online, a broader content-targeted ad network. And better yet, if we could learn about what happens with content out across the web then we might have the beginnings of a very intelligent targeting engine, too, order viagra online cheap.

24/7 Real Media's Open Ad Stream and Omniture were ready to help us make this happen. So, we embedded ads and analytics code with article content in the Content API. We've launched with some house ads to test it out, but we're very excited by the possibilities when the network grows.

The Guardian's commercial teams, including Matt Gilbert, Steve Wing, Dan Hedley and Torsten de Reise, Rabatt kaufen viagra, also worked out a range of different partnerships with several Beta customers including syndication, rev share on paid apps, and rev share on advertising. Order viagra online cheap, We're scaling those models and working out some new ones, as well.

It became obvious to everyone that we were on to something with a ton of potential.

Rewriting the API for scale

Similarly, the technology team was busily rebuilding the Content API the moment we realized how big it needed to be.

In addition to supporting commercial partners, we wanted to use it for our own development. The new API had to scale massively, it had to be fast, it had to be reliable, it had to be easy to use, cheap viagra no rx, and it had to be cheap. We used the open source search platform Solr hosted on Amazon's EC2, order viagra online cheap. API service management was handled by Mashery.

The project has hit the desk of nearly every member of the development team at one point or another. Here are some of the key contributions. Mat Wall architected it. Order viagra online cheap, Graham Tackley made Mat's ideas actually work. Graham and Stephen Wells led the development, while Francis Rhys-Jones and Daithi O'Crualaoich wrote most of the functions and features for it. Martyn Inglis and Grant Klopper handled the ad integration. The wonderful API Explorer was written by Francis, Thibault Sacreste and Ken Lim. Viagra online kopen, Matthew O'Brien wrote the Politics API. The MicroApps framework included all these people plus basically the entire team, order viagra online cheap.

Stephen Dunn and Graham Tackley provided more detail in a presentation to the open source community in Prague at Lucid Imagination's Solr/Lucene EuroCon event.

The application platform we call MicroApps

Perhaps even more groundbreaking than all this is the MicroApp framework. A newspaper web site that can run 3rd party apps. Yes. Order viagra online cheap, MicroApps makes the relationship between the Guardian and the Internet feel like a two-way, read-write, permeable membrane rather than a broadcast tower. It's a very tangible technology answer to the openness vision.

You can learn more by reading 2 excellent blog posts about MicroApps. Dan Catt explains how he used MicroApps for Zeitgeist. Since most of the MicroApps that exist today are hosted on Google AppEngine, the Google Code team published Chris Thorpe's insights about what we're doing with MicroApps on their blog.

The MicroApps idea was born out of a requirement to release smaller chunks of more independent functionality without affecting the core platform....hence the name "MicroApps", order viagra online cheap. Like many technology breakthroughs, the thing it was intended to do becomes only a small part of the new world it opens up, Maryland MD Md. .

Bringing it all together

At the same time our lead software architect Mat Wall was formulating the MicroApp framework, the strategy for openness was forming our positioning and our approach to platforms:

...to weave the Guardian into the fabric of the Internet; to become 'of' the Web, not just 'on' the Web

The Content API is a great way to Open Out and make the Guardian meaningful in multiple environments. But we also knew that we had to find a way to Open In, or to allow relevant and interesting things going on across the Internet to be integrated sensibly within guardian.co.uk.

Similarly, the commercial team was looking to experiment with several media partners who are all thinking about engagement in new ways. Order viagra online cheap, What better way to engage 36M users than to offer fully functional apps directly on our domain.

The strategy, technology and business joined up perfectly. A tiered business model was born. φτηνές φαρμακείο viagra, The model

Simon Willison was championing a lightweight keyless access level from the day we launched the Beta API. We tested keyless access with the Politics API, and we liked it a lot. So, that became the first access tier: Keyless, order viagra online cheap.

We offered full content with embedded ads and analytics code in the next access level. We knew getting API keys was a pain. So, we approved keys automatically on signup. That defined the second tier: Approved. Order viagra online cheap, Lastly, we combined unfettered access to all the content in our platform with the MicroApp framework for building apps on the Guardian network. We made this deep integration level available exclusively for people who will find ways to make money with us. That's the 3rd tier: Bespoke. It's essentially the same as working in the building with our dev team.

We weren't precisely clear on how we'd join these things up when we conceived the model, cheap viagra pills. Not surprisingly, as we've seen over and over with this whole effort, our partners are the ones who are turning the ideas into reality, order viagra online cheap. Mashery was already working on API access levels, and suddenly the last of our problems went away.

The tiers gave some tangible structure to our partner strategy. The model felt like it just started to create itself.

Now we have lots of big triangle diagrams (see below) and grids and magic quadrants and things that we can put into presentation slides that help us understand and communicate how the ecosystem works.

Officially opening for business Order viagra online cheap, Given the important commercial positioning now, we decided that the launch event had to focus first and foremost on our media partners. We invited media agencies and clients into our offices. Adam Freeman and Mike Bracken opened the presentation. Matt Gilbert then delivered the announcement and gave David Fisher a chance to walk through a deep dive case study on the Enjoy England campaign.

There was one very interesting twist on the usual launch event idea which was a 'Developer Challenge'. Several members of the development team spent the next 24 hours answering briefs given to us by the media partners at the event, order viagra online cheap. It was run very much like a typical hack day, Ordering viagra no rx, but the hacks were inspired by the ideas our partners are thinking about. Developer advocate Michael Brunton-Spall wrote up the results if you want to see what people built.

Here is the presentation we gave at the launch event:

(Had we chosen a day to launch other than the same day that Google threw a press release party I think you'd already know all this.)

Do the right thing

Of all the things that make this initiative as successful as it is, the thing that strikes me most is how engaged and supportive the executive team is. Alan Rusbridger, Carolyn McCall, Tim Brooks, Derek Gannon, Emily Bell, Mike and Adam, to name a few, are enthusiastic sponsors because this is the right thing to do, discount viagra. Order viagra online cheap, They created a healthy environment for this project to exist and let everyone work out what it meant and how to do it together.

Alan articulated what we're trying do to in the Cudlipp lecture earlier this year. Among other things, Alan's framework is an understanding that our abilities as a major media brand and those of the people formerly known as the audience are stronger when unified than they are when applied separately.

Most importantly, we can afford to venture into open models like this one because we are owned by the Scott Trust, not an individual or shareholders. The organization wants us to support journalism and a free press.

"The Trust was created in 1936 to safeguard the journalistic freedom and liberal values of the Guardian. Its core purpose is to preserve the financial and editorial independence of the Guardian in perpetuity, while its subsidiary aims are to champion its principles and to promote freedom of the press in the UK and abroad."

The Open Platform launch was a big day for me and my colleagues. It was a big day for the future of the Guardian. I hope people also see that it was a major milestone toward a brighter future for journalism itself.

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Most publishers have found some kind of social tool that makes sense as part of what they offer, halvalla propecia apteekki. Acheter propecia, It may be a forum, a friends network, comprare propecia sconto, αγοράσετε propecia έκπτωση, or in some cases a game or contest. All those things can capture activity and engage the participants from anywhere on the Internet, billig kaufen propecia. Buy propecia, We recently launched a new fantasy football application at The Guardian (when I say 'football' I mean 'soccer'), and we immediately began thinking about where else people might enjoy playing the game, Arizona AZ Ariz. . The developers and product manager cranked out a very rudimentary iGoogle Gadget version of the app Order cheap propecia online, so that you can stay on top of what's happening in the game directly from your browser start page. Propecia sale,

The gadget is not yet fully functional, but when we start reflecting your activity in the game back to you through the gadget then network effects will be possible, buy propecia cod. I haven't been a huge fan of most of the social apps out there, but I can definitely see myself using this one a lot.

In many ways, it also makes me a more frequent user of Google than I already was, but that's a topic for another post.

At this point in the evolution of the Internet, the online product launch checklist probably dictates that a portable version of a service is a minimum requirement, must-have feature. In that model, the domain can serve as a rules engine, storage and a transaction hub, but the activity of an application needs only a lightweight container and an end-user who's happy with the experience wherever it may exist.

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I was reminded of this while reading a recent interview with Tim Berners-Lee (via TechCrunch). He talked a bit about the power of linking data:

"Web 2.0 is a stovepipe system, cheap viagra without a prescption. It's a set of stovepipes where each site has got its data and it's not sharing it, buy viagra online legally. What people are sometimes calling a Web 3.0 vision where you've got lots of different data out there on the Web and you've got lots of different applications, but they're independent. Bio viagra reviews, A given application can use different data. An application can run on a desktop or in my browser, it's my agent. It can access all the data, great prices for viagra, which I can use and everything's much more seamless and much more powerful because you get this integration. Buy viagra online legally, The same application has access to data from all over the place...

Data is different from documents. Jessica alba viagra, When you write a document, if you write a blog, you write a poem, it is the power of the spoken word, canadian brand viagra. And even if the website adds a lot of decoration, the really important thing is the spoken words. Review viagra OR cialis -medsheaven-com, And it is one brain to another through these words."

Data is what matters. It's a point of interest in a larger context, buy viagra online legally. It's a vector and a launchpad to other paths. It's the vehicle for leverage for a business on the Internet.

What's the business strategy at the data layer, viagra for sale in mexico.

I have mixed views on where the value is on social networks and the apps therein, but they are all showing where the opportunity is for services that have actually useful data. Buy viagra online legally, Social networks are a good user interface for distributed data, much like web browsers became a good interface for distributed documents. Hawaii HI, But it's not the data consumption experience that drives value, in my mind.

Value on the Internet is being created in the way data is shared and linked to more data. That value comes as a result of the simplicity and ease of access, viagra for sale in atlanta, in the completeness and timeliness, and by the readability of that data. Honest online viagra, It's not about posting data to a domain and figuring out how to get people there to consume it. It's about being the best data source or the best data aggregator no matter how people make use of it in the end, buy viagra online legally.

Where's the money.

Like most Internet service models, there's always the practice of giving away the good stuff for free and then upselling paid services or piggybacking revenue-generating services on the distribution of the free stuff, köpa viagra. Chris Anderson's Wired article on the future of business presents the case well:

"The most common of the economies built around free is the three-party system. Here a third party pays to participate in a market created by a free exchange between the first two parties...what the Web represents is the extension of the media business model to industries of all sorts. Buy viagra online legally, This is not simply the notion that advertising will pay for everything. Overnight delivery viagra, There are dozens of ways that media companies make money around free content, from selling information about consumers to brand licensing, "value-added" subscriptions, and direct ecommerce, stealing viagra. Now an entire ecosystem of Web companies is growing up around the same set of models."

Yet these markets and technologies are still in very early stages. There's lots of room for someone to create an open advertising marketplace for information, Viagra online without prescription, a marketplace where access to data can be obtained in exchange for ad inventory, for example.

Data providers and aggregators have a huge opportunity in this world if they can become authoritative or essential for some type of useful information. With that leverage they could have the social networks, behavioral data services and ad networks all competing to piggyback on their data out across the Internet to all the sites using or contributing to that data, buy viagra online legally.

Regardless of the specific revenue method, the businesses that become a dependency in the Web of data of the future will also find untethered growth opportunities. The cost of that type of business is one of scale, a much more interesting place to be than one that must fight for attention.

I've never really liked the "walled garden" metaphor and its negative implications. I much prefer to think in terms of designing for growth.

Frank Lloyd Wright designed buildings that were engaged with the environments in which they lived. Similarly, the best services on the World Wide Web are those that contribute to the whole rather than compete with it, ones that leverage the strengths in the network rather than operate in isolation. Their existence makes the Web better as a whole.

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DRM and industry lockdown have been a big part of that, buy viagra online legally, but there have also been too few technical ways to point to music files that are already publicly available. Overnight viagra delivery, There are tons of legal MP3's on the Internet that reside at readable URLs today.

Lucas Gonze and his team at Yahoo. solved this problem, cheap viagra online. They launched a source-agnostic embeddable media player, viagra spray. You can read more about it on YDN. Sample viagra, It's fantastically simple. All you do is paste this reference to Yahoo!'s media player javascript code anywhere on your web page (I added it at the bottom of my blog templates):

<script type="text/javascript" src="http://mediaplayer.yahoo.com/js"></script>

Then you just add an HTML link somewhere on your web page to any MP3 file you want to see in your playlist. Cheap viagra online, That's it. You're already done, Kansas KS Kans.. The link you just made will now include a small play button in front of it, Viagra united states, and a mini media player will appear in the browser.

Here's a short playlist I quickly put together to show how it works. The 4th track here is particularly relevant to my life:

Cut Chemist - The Garden
Young Einstein (Ugly Duckling) - Handcuts Soul Mix
They Might Be Giants- Birdhouse in Your Soul
LCD Soundsystem - Losing My Edge

The code for that playlist looks like this:

<a href="http://download.wbr.com/cutchemist/TheGarden.mp3"> Cut Chemist - The Garden </a>
<a href="http://www.uglyduckling.us/music/HandCutsSoulMix.mp3"> Young Einstein (Ugly Duckling) - Handcuts Soul Mix </a>
<a href="http://midwesternhousewives.com/mix/The%20Might%20Be%20Giants-%20Birdhouse%20in%20Your%20Soul.mp3"> They Might Be Giants- Birdhouse in Your Soul </a>
<a href="http://www.personal.psu.edu/users/s/m/smk291/muchies/LCD%20Soundsystem%20-%20Losing%20My%20Edge.mp3"> LCD Soundsystem - Losing My Edge </a>

They've included some other nice things in the code that give you some flexibility, viagra sms. You can create a shareable playlist file, and you can add cover art, for example, cheap viagra online.

What I like most, Cheepest viagra sold ever, probably, is the architecture of the solution. Anyone who already links to MP3 files can just add the music player javascript code to their page templates, how to buy viagra in san jose, and it will just work immediately. Buy real viagra, You don't have to force fit a heavily branded HTML badge into your web page. And since the links are all standard HTML href's, the content of the playlist is search engine friendly, viagra stadium. Cheap viagra online, It's the first time I've seen a media player so closely aligned with the way the Internet works.

Lucas posts about the need to unlock how media files are referenced. Purchase viagra in indonesia, He wants to take the complexity out of distribution and reduce the concept of music sharing and discoverability to the Internet's roots with URLs as identifiers:

"Almost all online music businesses right now are in the distribution business, even if they see other functions like discovery or social connection as their main value, because they have no way to connect their discovery or social connection features with a reliable provisioning service from a third party, where i can by viagra in atlanta. But provisioning is a commodity service which doesn’t give anybody an edge. Herbal viagra free trial, They don’t want to import playlists from third parties because *that’s* where they are adding value.

Exporting playlists for others to provision, though, viagra mexico, is a different story, and it makes much more sense from a business perspective. Let somebody else deal with provisioning. This is what it would mean for somebody like Launchcast or Pandora to publish XSPF with portable song identifiers that could be resolved by companies that specialize in provisioning."

It seems Lucas is thinking about how to get music flowing around the Internet with the same efficiency that text has enjoyed. Very smart.

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"When you're evil, your ability to co-create value implodes: because you make moves which are focused on shifting costs and extracting value, buy brand name viagra, Viagra in Ethiopia, rather than creating it. ...when you're evil, the only game you want to - or can play - is domination."

I really like the idea that the future of the media business is in the way we build value for all constituencies rather than the way we extract value from various parts of a system, viagra online kaufen. It's not about how you secure marketshare, Types of viagra availabe in india, Viagra prices, control distribution, mitigate risk or reduce costs, what are the different types of viagra. Viagra in pakistan, It's about how you enable the creation of value for all.

He goes on to explain how media companies often make the mistake of focusing on data ownership:

"Data isn't the value, get a free trial of viagra. Hot to get viagra, In fact, data's a commodity...What is valuable are the things that create data: markets, legally taking viagra into thailand, Viagra India, networks, and communities, power chinese viagra wipes. Viagra online kaufen, Google isn't revolutionizing media because it "owns the data". Rather, it's because Google uses markets and networks to massively amplify the flow of data relative to competitors."

I would add that it's not just the creation of valuable data that matters but also in the way people interface with existing data. Scott Karp's excellent post on the guidelines for transforming media companies shares a similar view:

"The most successful media companies will be those that learn to how build networks and harness network effects. This requires a mindset that completely contradicts traditional media business practices. Remember, Google doesn’t own the web. It doesn’t control the web. Google harnesses the power of the web by analyzing how websites link to each other."

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"For years, philadelphia viagra, Viagra in india, I've been using curators to filter my web experience...Techmeme has been the killer social media curator for my world of tech blogs. Lore has it that it was created using Scoble's OPML file, fast shipping cheap viagra. Want to order viagra online, It doesn't matter to me if that's true or not, I love that story, viagra order online. Because my OPML file was unusable until I found Techmeme and after that I stopped reading feeds and started reading curated feeds."

This feeds into a larger argument about why pop culture and the art of being or becoming popular can be a bad thing, cheap viagra online without prescription. What will viagra do to someone with no problems, Not long ago I was inspired by the movie "Good Night and Good Luck" to dive into this idea myself:

"The real problem with popularity-driven models is that they reduce both the breadth and depth of the sources, topics and viewpoints being expressed across a community, pharmacie van der viagra à paris. Buy viagra in orlando, Popularity-driven models water down the value in those hard-to-find nuggets. They normalize coverage and create new power structures that interesting things have to fight through."

This is exactly why personalization, analysis method of viagra, Lady viagra, recommendations and social media technologies really matter. They can solve this problem of creating conformist media consumption practices by creating relevance through networks of people rather than through networks of commercial institutions, order viagra from canada.

I haven't used My Yahoo! Cheap viagra online without prescription, as much as I'd like, but there is a simple function in it that I love which could ultimately create amazing benefits for people who want a human filter for the Internet. Buy viagra into canada, It's called "Top Picks".

"The Top Picks module automatically highlights stories from your page, experiencias con el viagra, Viagra at albertson, based on the articles you have recently read on My Yahoo. The more stories you click on, the more you will see this module reflect your interests."

Actually, the technology beneath it is not so 'simple' but the application of it here makes so much sense that it feels like it's simple when you watch it work. It works by using implicit behaviors. I don't have to tell it what I like, cheap viagra online without prescription. It learns.

If it could also show me what my social network is tapped into right now, then the experience would feel nearly complete.

Media researchers will note here that people need pop culture to feel connected to a greater whole. I believe that's true, too. Television is an amazingly powerful community builder.

But I would gladly trade a powerful singular social voice tied together by networks of distribution ownership for a less unified but still loosely connected network of pop culture tied together by my personal activities and my social connections.

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Among the many lessons, viagra sverige, Buy viagra in china, he keeps coming back to motivation and incentive.

"A well managed project correctly estimates what motivates people to join in, viagra without rx, Can you ship viagra canada to usa, what the various rewards are for participants, and where the practical limits of their involvement lie, cheapest generic viagra prices. Viagra labels, ...amateur production will never replace the system of paid correspondents. It only springs to life when people are motivated enough to self-assign and follow through."

The idea wasn't fundamentally broken, online viagra no prescription, Viagra pfzer, in my mind. Crowdsourced news is very powerful, order viagra online. As Derek Powazek said, viagra free shipping, Buy viagra,

"At its best, crowdsourcing is about expanding the walls of the newsroom to the internet, swimming viagra, Canadian viagra for sale, giving an opportunity to people with real experience to share their expertise. This is a point that’s often lost on people who are just looking to make a quick buck on Web 2.0."

More than anything else, discount viagra, Utah UT, I suspect that AssignmentZero failed because there weren't any readers. Motivation wouldn't have been a problem with a NYTimes-sized audience, cheap viagra FAST DELIVERY.

To date, I've never seen a better explanation of the motivations in collaborative online experiences than Yochai Benkler's paper called Coase's Penguin. One of my favorite excerpts from that is where he warns against paying for contributions from the community:

Order viagra online, "An act of love drastically changes meaning when one person offers the other money at its end, and a dinner party guest who will take out a checkbook at the end of dinner instead of bringing flowers or a bottle of wine at the beginning will likely never be invited again."

There are as many motivations as there are contributors in a shared media project. What holds them together is more art than science. Some of that art includes good timing and luck. But it also requires a unique kind of commitment and salesmanship from the leaders of the project.

I've begun to wonder if the tipping point happens when the confluence of the community size, the ROI to the contributors and the depth of the trust relationship with the company or the brand creates more value than the sum of the parts. Maybe the science of collaboration services can be found by quantifying the meaning of the relationships between those elements: size, cost, benefit and trust.

Or it could also be that the secret sauce inside the Craig Newmarks, Stewart Butterfields and Jimmy Waleses of the world is much more complicated and nuanced than anyone realizes.

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Here's some early commentary:

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The similarities are hard to deny, and who wouldn't want to control the operating system of the Internet.

In 2005, Jason Kottke proposed a vision for the "WebOS" where users could control their experience with tools that leveraged a combination of local storage and a local server, Fda legally import viagra, networked services and rich clients.

"Applications developed for this hypothetical platform have some powerful advantages. Because they run in a Web browser, these applications are cross platform, just like Web apps such as Gmail, Basecamp, and Salesforce.com, Um viagra online. You don't need to be on a specific machine with a specific OS...you just need a browser + local Web server to access your favorite data and apps."

Prior to that post, Nick Carr offered a view on the role of the browser that surely resonated with the OS perspective for the Internet:

"Forget the traditional user interface. The looming battle in the information technology business is over control of the utility interface...Control over the utility interface will provide an IT vendor with the kind of power that Microsoft has long held through its control of the PC user interface."

He also responded later to Kottke's vision saying that the reliance on local web and storage services on a user's PC may be unnecessary:

"Your personal desktop, residing entirely on a distant server, will be easily accessible from any device wherever you go. Personal computing will have broken free of the personal computer."

But the client layer is merely a piece of the much larger puzzle, in my opinon.

Dare Obasanjo more recently broke down the different ideas of what "Cloud OS" might mean:

"I think it is a good idea for people to have a clear idea of what they are talking about when they throw around terms like "cloud OS" or "cloud platform" so we don't end up with another useless term like SOA which means a different thing to each person who talks about it, overnight delivery free trial viagra. Um viagra online, Below are the three main ideas people often identify as a "Web OS", "cloud OS" or "cloud platform" and examples of companies executing on that vision."

He defines them as follows:

1. WIMP Desktop Environment Implemented as a Rich Internet Application (The YouOS Strategy)


2. Platform for Building Web-based Applications (The Amazon Strategy)


3. Web-based Applications and APIs for Integrating with Them (The Google Strategy)

The OS metaphor has lots of powerful implications for business models, as we've seen on the PC. The operating system in a PC controls all the connections from the application user experience through the filesystem down through the computer hardware itself out to the interaction with peripheral services. Being the omniscient hub makes the operating system a very effective taxman for every service in the stack. And from there, the revenue streams become very easy to enable and enforce.

But the OS metaphor implies a command-and-control dynamic that doesn't really work in a global network controlled only by protocols.

Internet software and media businesses don't have an equivilent choke point, Um viagra online. There's no single processor or function or service that controls the Internet experience. There's no one technology or one company that owns distribution.

There are lots of stacks that do have choke points on the Internet. Order viagra, And there are choke points that have tremendous value and leverage. Um viagra online, Some are built purely and intentionally on top of a distribution point such as the iPod on iTunes, for example.

But no single distribution center touches all the points in any stack. The Internet business is fundamentally made of data vectors, not operational stacks.

Jeremy Zawodny shed light on this concept for me using building construction analogies.

He noted that my building contractor doesn't exclusively buy Makita or DeWalt or Ryobi tools, though some tools make more sense in bundles. He buys the tool that is best for the job and what he needs, Um viagra online.

My contractor doesn't employ plumbers, roofers and electricians himself. Rather he maintains a network of favorite providers who will serve different needs on different jobs, where 2 get viagra.

He provides value to me as an experienced distribution and aggregation point, but I am not exclusively tied to using him for everything I want to do with my house, either.

Similarly, the Internet market is a network of services. Um viagra online, The trick to understanding what the business model looks like is figuring out how to open and connect services in ways that add value to the business.

In a precient viewpoint from 2002 about the Internet platform business, Tim O'Reilly explained why a company that has a large and valuable data store should open it up to the wider network:

"If they don't ride the horse in the direction it's going, it will run away from them. How old can viagra be before it loses its potency?, The companies that "grasp the nettle firmly" (as my English mother likes to say) will reap the benefits of greater control over their future than those who simply wait for events to overtake them.

There are a number of ways for a company to get benefits out of providing data to remote programmers:

Revenue. The brute force approach imposes costs both on the company whose data is being spidered and on the company doing the spidering. A simple API that makes the operation faster and more efficient is worth money, Um viagra online. What's more, it opens up whole new markets. Amazon-powered library catalogs anyone.

Branding. A company that provides data to remote programmers can request branding as a condition of the service.

Platform lock in Um viagra online, . As Microsoft has demonstrated time and time again, a platform strategy beats an application strategy every time, nancy pelosi abortion and viagra statement. Once you become part of the platform that other applications rely on, you are a key part of the computing infrastructure, and very difficult to dislodge. The companies that knowingly take their data assets and make them indispensable to developers will cement their role as a key part of the computing infrastructure.

Goodwill. Especially in the fast-moving high-tech industry, the "coolness" factor can make a huge difference both in attracting customers and in attracting the best staff."

That doesn't clearly translate into traditional business models necessarily, but if you look at key business breakthroughs in the past, the picture today becomes more clear, Um viagra online.

1. The first breakthrough business model was based around page views. The domain created an Apple-like controlled container. Exposure to eyeballs was sold by the thousands per domain. Viagra diversity, All the software and content was owned and operated by the domain owner, except the user's browser. All you needed was to get and keep eyeballs on your domain.
2. Um viagra online, The second breakthrough business model emerged out of innovations in distribution. By building a powerful distribution center and direct connections with the user experience, advertising could be sold both where people began their online experiences and at the various independent domain stacks where they landed. Inventory beget spending beget redistribution beget inventory...it started to look a lot like network effects as it matured.
3. The third breakthrough business model seems to be a riff on its predecessors and looks less and less like an operating system. The next breakthrough is network effects.

Network effects happen when the value of the entire network increases with each node added to the network. The telephone is the classic example, where every telephone becomes more valuable with each new phone in the network.

This is in contrast to TVs which don't care or even notice if more TVs plug in, Um viagra online.

Recommendation engines are the ultimate network effect lubricator. The more people shop at Amazon, viagra music trans, the better their recommendation engine gets...which, in turn, helps people buy more stuff at Amazon.

Network effects are built around unique and useful nodes with transparent and highly accessible connection points. Social networks are a good example because they use a person's profile as a node and a person's email address as a connection point. Um viagra online, Network effects can be built around other things like keyword-tagged URLs (del.icio.us), shared photos (flickr), songs played (last.fm), news items about locations (outside.in).

The contribution of each data point wherever that may happen makes the aggregate pool more valuable. And as long as there are obvious and open ways for those data points to talk to each other and other systems, then network effects are enabled. How can I get viagra in Delhi if I don't have a prescription?, Launching successful network effect businesses is no easy task. The value a participant can extract from the network must be higher than the cost of adding a node in the network. The network's purpose and its output must be indespensible to the node creators, Um viagra online.

Massively distributed network effects require some unique characteristics to form. Value not only has to build with each new node, but the value of each node needs to increase as it gets leveraged in other ways in the network.

For example, my email address has become an enabler around the Internet. Every site that requires a login is going to capture my email address. Um viagra online, And as I build a relationship with those sites, my email address becomes increasingly important to me. Not only is having an email address adding value to the entire network of email addresses, but the value of my email address increases for me with each service that is able to leverage my investment in my email address, can I legally purchase viagra online without prescription.

Then the core services built around my email address start to increase in value, too.

For example, when I turned on my iPhone and discovered that my Yahoo. Address Book was automatically cooked right in without any manual importing, I suddenly realized that my Yahoo. Address Book has been a constant in my life ever since I got my first Yahoo, Um viagra online. email address back in the '90's. I haven't kept it current, Buy viagra in riverside without prescription, but it has followed me from job to job in a way that Outlook has never been able to do.

My Yahoo. Address Book is becoming more and more valuable to me. Um viagra online, And my iPhone is more compelling because of my investment in my email address and my address book.

Now, if the network was an operating system, there would be taxes to pay. Apple would have to pay a tax for accessing my address book, and I would have to pay a tax to keep my address book at Yahoo!. Nobody wins in that scenario.

User data needs to be open and accessible in meaningful ways, viagra turkey, and revenue needs to be built as a result of the effects of having open data rather than as a margin-based cost-control business.

But Dare Obasanjo insightfully exposes the flaw in reducing openness around identity to individual control alone:

"One of the bitter truths about "Web 2.0" is that your data isn't all that interesting, our data on the other hand is very interesting...A lot of "Web 2.0" websites provide value to their users via wisdom of the crowds appproaches such as tagging or recommendations which are simply not possible with a single user’s data set or with a small set of users."

Clearly, one of the most successful revenue-driving opportunities in the networked economy is advertising, Um viagra online. It makes sense that it would be since so many of the most powerful network effects are built on people's profiles and their relationships with other people. No wonder advertisers can't spend enough money online to reach their targets.

It will be interesting to see how some of the clever startups leveraging network effects such as Wesabe think about advertising.

Wesabe have built network effects around people's spending behavior. Um viagra online, As you track your finances and pull in your personal banking data, Wesabe makes loose connections between your transactions and other people who have made similar transactions. Each new person and each new transaction creates more value in the aggregate pool. You then discover other people who have advice about spending in ways that are highly relevant to you.

I've been a fan of Netflix for a long time now, What is the timing of cheap viagra, but when Wesabe showed me that lots of Netflix customers were switching to Blockbuster, I had to investigate and before long decided to switch, too. Wesabe knew to advise me based on my purchasing behavior which is a much stronger indicator of my interests than my reading behavior.

Advertisers should be drooling at the prospects of reaching people on Wesabe, Um viagra online. No doubt Netflix should encourage their loyal subscribers to use Wesabe, too.

The many explicit clues about my interests I leave around the Internet -- my listening behavior at last.fm, my information needs I express in del.icio.us, my address book relationships, my purchasing behavior in Wesabe -- are all incredibly fruitful data points that advertisers want access to, cheap guaranteed viagra.

And with managed distribution, a powerful ad platform could form around these explicit behaviors that can be loosely connected everywhere I go.

Netflix could automatically find me while I'm reading a movie review on a friend's blog or even at The New York Times and offer me a discount to re-subscribe. Um viagra online, I'm sure they would love to pay lots of money for an ad that was so precisely targeted.

That blogger and The New York Times would be happy share revenue back to the ad platform provider who enabled such precise targeting that resulted in higher payouts overall.

And I might actually come back to Netflix if I saw that ad. Who knows, I might even start paying more attention to ads if they started to find me rather than interrupt me.

This is why the Internet looks less and less like an operating system to me. Network effects look different to me in the way people participate in them and extract value from them, the way data and technologies connect to them, and the way markets and revenue streams build off of them, Um viagra online. Why is viagra so expensive, Operating systems are about command-and-control distribution points, whereas network effects are about joining vectors to create leverage.

I know little about the mathematical nuances of chaos theory, but it offers some relevant philosophical approaches to understanding what network effects are about. Wikipedia addresses how chaos theory affects organizational development:

"Most of the focus on chaos theory is primarily rooted in the underlying patterns found in an otherwise chaotic enviornment, more specifically, concepts such as self-organization, bifurcation and self-similarity...

Self-organization, as opposed to natural or social selection, is a dynamic change within the organization where system changes are made by recalculating, re-inventing and modifying its structure in order to adapt, survive, grow and develop. Self-organization is the result of re-invention and creative adaptation due to the introduction of, or being in a constant state of, perturbed equilibrium."

Yes, my PC is often in a state of 'perturbed equilibrium' but not because it wants to be.

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It's not just the high profile backers and the intense competitive set that make Outside.in worth a second look. There's something very compelling in the way they are connecting data that seems like it matters.

My initial thought when it launched was that this idea had been done before too many times already. Topix.net appeared to be a dominant player in the local news space, not to mention similar but different kinds of local efforts at startups like Yelp and amongst all the big dotcoms.

And even from their strong position, Topix's location-based news media aggregaton model was kind of, I don't know, uninteresting, buy generic viagra. I'm not impressed with local media coverage these days, in general, where to buy viagra in kent england, so why would an aggregator of mediocre coverage be any more interesting than what I discover through my RSS reader.

But I think Outside.in starts to give some insight into how local media could be done right...how it could be more interesting and, more importantly, useful.

The light triggered for me when I read Jon Udell's post on "the data finds the data". He explains how data can be a vector through which otherwise unrelated people meet eachother, Viagra in jamaica, a theme that continues to resonate for me. Buy generic viagra, Media brands have traditionally been good at connecting the masses to eachother and to marketers. But the expectation of how directly people feel connected to other individuals by the media they share has changed.

Whereas the brand once provided a vector for connections, data has become the vehicle for people to meet people now. Zip code, for example, enables people to find people. So does marital status, where to buy viagra locally, date and time, school, music taste, work history. There are tons of data points that enable direct human-to-human discovery and interaction in ways that media brands could only accomplish in abstract ways in the past, buy generic viagra.

URLs can enable connections, too. Viagra forsale, Jon goes on to explain:

"On June 17 I bookmarked this item from Mike Caulfield... On June 19 I noticed that Jim Groom had responded to Mike’s post. Ten days later I noticed that Mike had become Jim’s new favorite blogger. Buy generic viagra, I don’t know whether Jim subscribes to my bookmark feed or not, but if he does, that would be the likely vector for this nice bit of manufactured serendipity. I’d been wanting to introduce Mike at KSC to Jim (and his innovative team) at UMW. It would be delightful to have accomplished that introduction by simply publishing a bookmark."

Now, Outside.in allows me to post URLs much like one would do in Newsvine or Digg any number of other collaborative citizen media services. But Outside.in leverages the zip code data point as the topical vector rather than a set of predetermined one-size-fits-all categories. It then allows miscellaneous tagging to be the subservient navigational pivot, viagra mfg by.

Suddenly, I feel like I can have a real impact on the site if I submit something, buy generic viagra. If there's anything near a critical mass of people in the 94107 zip code on Outside.in then it's likely my neighbors will be influenced by my posts.

Fred Wilson of Union Square Ventures explains:

"They've built a platform that placebloggers can submit their content to. Their platform "tags" that content with a geocode -- an address, zip code, or city -- and that renders a new page for every location that has tagged content. If you visit outside.in/10010, Canada viagra overnight delivery, you'll find out what's going on in the neigborhood around Union Square Ventures. Buy generic viagra, If you visit outside.in/back_bay, you'll see what's going on in Boston's Back Bay neighborhood."

Again, the local online media model isn't new. In fact, it's old. CitySearch in the US and UpMyStreet in the UK proved years ago that a market does in fact exist in local media somehwere somehow, but the market always feels fragile and susceptible to ghost town syndrome.

Umair Haque explains why local is so hard:

"Why doesn't Craigslist choose small towns. Because there isn't enough liquidity in the market. Let me put that another way, buy generic viagra. In cities, viagra chilena, there are enough buyers and sellers to make markets work - whether of used stuff, new stuff, events, etc, etc.

In smaller towns, Pfizer viagra, there just isn't enough supply or demand."

If they commit to building essentially micro media brands based exclusively on location I suspect Outside.in will run itself into the ground spending money to establish critical mass in every neighborhood around the world.

Now that they have a nice micro media approach that seems to work they may need to start thinking about macro media. In order to reach the deep dark corners of the physical grid, they should connect people in larger contexts, too. Buy generic viagra, Here's an example of what I mean...

I'm remodeling the Potrero Hill shack we call a house right now. It's all I talk about outside of work, actually, best price viagra. And I need to understand things like how to design a kitchen, ways to work through building permits, and who can supply materials and services locally for this job.

There must be kitchen design experts around the world I can learn from. Equally, I'm sure there is a guy around the corner from me who can give me some tips on local services, buy generic viagra. Will Architectural Digest or Home & Garden connect me to these different people. No. Viagra overnight no prescription, Will The San Francisco Chronicle connect us. No. Buy generic viagra, Craigslist won't even connect us, because that site is so much about the transaction.

I need help both from people who can connect on my interest vector in addition to the more local geographic vector. Without fluid connections on both vectors, I'm no better off than I was with my handy RSS reader and my favorite search engine.

Looking at how they've decided to structure their data, it seems Outside.in could pull this off and connect my global affinities with my local activities pretty easily.

This post is way too long already (sorry), order viagra online makeup, but it's worth pointing out some of the other interesting things they're doing if you care to read on.

Outside.in is also building automatic semantic links with the contributors' own blogs, buy generic viagra. By including my zip code in a blog post, Outside.in automatically drinks up that post and adds it into the pool. They even re-tag my post with the correct geodata and offer GeoRSS feeds back out to the world.

Here are the instructions:

"Any piece of content that is tagged with a zip code will be assigned to the corresponding area within outside.in's system. You can include the zip code as either a tag or a category, Tiendade viagra, depending on your blogging platform."

I love this. Buy generic viagra, 30Boxes does something similar where I can tell it to collect my Upcoming data, and it automatically imports events as I tag them in Upcoming.

They are also recognizing local contributors and shining light on them with prominant links. I can see who the key bloggers are in my area and perhaps even get a sense of which ones matter, not just who posts the most. I'm guessing they will apply the "people who like this contributor also like this contributor" type of logic to personalize the experience for visitors at some point.

Now what gets me really excited is to think about the ad model that could happen in this environment of machine-driven semantic relationships.

If they can identify relevant blog posts from local contributors, then I'm sure they could identify local coupons from good sources of coupon feeds, buy generic viagra.

Let's say I'm the national Ace Hardware marketing guy, and I publish a feed of coupons, free trial for viagra ireland. I might be able to empower all my local Ace franchises and affiliates to publish their own coupons for their own areas and get highly relevant distribution on Outside.in. Or I could also run a national coupon feed with zip code tags cooked into each item.

To Umair's point, that kind of marketing will only pay off in major metros where the markets are stronger. Buy generic viagra, To help address the inventory problem, Outside.in could then offer to sell ad inventory on their contributors' web sites. As an Outside.in contributor, I would happily run Center Hardware coupons, Fest viagra, my local Ace affiliate, on my blog posts that talk about my remodelling project if someone gave them to me in some automated way.

If they do something like this then they will be able to serve both the major metros and the smaller hot spots that you can never predict will grow. Plus, the incentives for the individuals in the smaller communities start feeding the wider ecosystem that lives on the Outside.in platform.

Outside.in would be pushing leverage out to the edge both in terms of participation as they already do and in terms of revenue generation, a fantastic combination of forces that few media companies have figured out, yet, Rabatt kaufen viagra.

I realize there are lots of 'what ifs' in this assessment. The company has a lot of work to do before they breakthrough, and none of it is easy. The good news for them is that they have something pretty solid that works today despite a crowded market.

Regardless, knowing Fred Wilson, Esther Dyson, John Seely Brown and Steven Berlin Johnson are behind it, among others, no doubt they are going to be one to watch.

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