Openness In The Era Of Social Web

OPENNESS IN THE

ERA OF THE

SOCIAL WEB
Chris Messina • Open Web Vancouver • June 12, 2009 • Vancouver, Canada

Iʼm here to talk to you about Openness in the Era of the Social Web.

Before I begin, I want to point out this is not a technical talk, but is somewhat more abstract.

My goal is to get you to thinking about “openness” and to consider how it applies to your work today.

@chrismessina
#owv09

also, if you want to give me a shout out on Twitter, I’m @chrismessina. Today’s hashtag is
#owv09

“The Javascript Trap”

“You may be running non-free programs on your computer every day without realizing it —
through your web browser.

“JavaScript ... was once used for minor frills in web pages, such as cute but inessential
navigation and display features. It was acceptable to consider these as mere extensions of
HTML markup, rather than as true software; they did not constitute a signiﬁcant issue.

“You may be running non-free programs on
your computer every day without realizing
it — through your web browser.

“JavaScript ... was once used for minor frills
in web pages, such as cute but inessential
navigation and display features. It was
acceptable to consider these as mere
extensions of HTML markup, rather than as
true software; they did not constitute a
significant issue. ...

“You may be running non-free programs on your computer every day without realizing it —
through your web browser.

“JavaScript ... was once used for minor frills in web pages, such as cute but inessential
navigation and display features. It was acceptable to consider these as mere extensions of
HTML markup, rather than as true software; they did not constitute a signiﬁcant issue.

“Many sites still use JavaScript that way, but
some use it for major programs that do large
jobs.

“Many sites still use JavaScript that way, but some use it for major programs that do large
jobs.

“For instance, Google Docs downloads into your machine a JavaScript program which
measures half a megabyte, in a compacted form that we could call Obfuscript because it has
no comments and hardly any whitespace, and the method names are one letter long.

“Many sites still use JavaScript that way, but
some use it for major programs that do large
jobs.

“For instance, Google Docs downloads into
your machine a JavaScript program which
measures half a megabyte, in a compacted
form that we could call Obfuscript because it
has no comments and hardly any whitespace,
and the method names are one letter long. ...

“Many sites still use JavaScript that way, but some use it for major programs that do large
jobs.

“For instance, Google Docs downloads into your machine a JavaScript program which
measures half a megabyte, in a compacted form that we could call Obfuscript because it has
no comments and hardly any whitespace, and the method names are one letter long.

“The source code of a program is the preferred
form for modifying it; the compacted code is not
source code, and the real source code of this
program is not available to the user.

“The source code of a program is the preferred form for modifying it; the compacted code is
not source code, and the real source code of this program is not available to the user.
“It is possible to release a JavaScript program as free software, by distributing the source
code under a free software license. But even if the program's source is available, there is no
easy way to run your modiﬁed version instead of the original....

“The source code of a program is the preferred
form for modifying it; the compacted code is not
source code, and the real source code of this
program is not available to the user.

“It is possible to release a JavaScript program
as free software, by distributing the source code
under a free software license. But even if the
program's source is available, there is no easy
way to run your modified version instead of the
original. ...

“The source code of a program is the preferred form for modifying it; the compacted code is
not source code, and the real source code of this program is not available to the user.
“It is possible to release a JavaScript program as free software, by distributing the source
code under a free software license. But even if the program's source is available, there is no
easy way to run your modiﬁed version instead of the original....

“Silently loading and running non-free
programs is one among several issues raised
by “web applications”. The term “web
application” was designed to disregard the
fundamental distinction between software
delivered to users and software running on
the server.

“Silently loading and running non-free programs is one among several issues raised by “web
applications”. The term “web application” was designed to disregard the fundamental
distinction between software delivered to users and software running on the server.

“In practical terms, how can we deal with the problem of non-free JavaScript programs in web
sites?”

So on the one hand, we have this problem with “web applications” where our freedoms,
according to Richard Stallman, are in jeopardy.

“Silently loading and running non-free
programs is one among several issues raised
by “web applications”. The term “web
application” was designed to disregard the
fundamental distinction between software
delivered to users and software running on
the server.

“In practical terms, how can we deal with the
problem of non-free JavaScript programs in
web sites?”

— Richard Stallman, The Javascript Trap

“Silently loading and running non-free programs is one among several issues raised by “web
applications”. The term “web application” was designed to disregard the fundamental
distinction between software delivered to users and software running on the server.

“In practical terms, how can we deal with the problem of non-free JavaScript programs in web
sites?”

So on the one hand, we have this problem with “web applications” where our freedoms,
according to Richard Stallman, are in jeopardy.

gone is the time when open source software ALONE is enough to have freedom.

richard stallman has been a staunch advocate of open source, but as you can intuit from his
comments about javascript, in the era of the social web, we need a new narrative for “open”...

37Signal’s Basecamp

But this ignores the fundamental design advantage of cloud computing — which is that
you’re basically relying on someone else to do the hard stuff of improving software and
dealing with servers and all that stuff.

More importantly, software today is becoming more and more social — so big deal if you can
get your data out (as you can here with Basecamp) if it means that you lose the metadata and
can no longer collaborate? We’re moving beyond the era where source code was the primary
mechanism of lock-in to one where identity, metadata and facilitating sharing are the things
that we should be most concerned with.

What does open mean?

which is forcing us, I believe, to reconceive of what “openness” means.

“Web 2.0 is the network as platform, spanning all
connected devices; Web 2.0 applications are those that
make the most of the intrinsic advantages of that platform:
delivering software as a continually-updated service
that gets better the more people use it, consuming and
remixing data from multiple sources, including individual
users, while providing their own data and services in a
form that allows remixing by others, creating network
effects through an “architecture of participation,” and
going beyond the page metaphor of Web 1.0 to deliver
rich user experiences.”

— Tim O’Reilly, Web 2.0: Compact Definition?

Photo credit: Adam Tinworth

“Web 2.0 is the network as platform, spanning all connected devices;
Web 2.0 applications are those that make the most of the intrinsic advantages of that
platform:
delivering software as a continually-updated service that gets better the more people use it,
consuming and remixing data from multiple sources, including individual users, while
providing their own data and services in a form that allows remixing by others,
creating network effects through an “architecture of participation,”
and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

“Web 2.0 is the business revolution in the computer industry
caused by the move to the internet as platform, and an
attempt to understand the rules for success on that new
platform. Chief among those rules is this: Build applications
that harness network effects to get better the more people
use them. (This is what I’ve elsewhere called ‘harnessing
collective intelligence.’)”

— Tim O’Reilly


Web 2.0 is the business revolution in the computer industry caused by the move to the
internet as platform, and an attempt to understand the rules for success on that new
platform. Chief among those rules is this: Build applications that harness network effects to
get better the more people use them. (This is what I’ve elsewhere called “harnessing
collective intelligence.”)

Five rules
The perpetual beta becomes a process for engaging
customers.

Share and share-alike data, reusing others’ and providing
APIs to your own.

Ignore the distinction between client and server.

On the net, open APIs and standard protocols win.

Lock-in comes from data accrual, owning a namespace or
non-standard formats.

Tim also laid out ﬁve rules that accompanied his deﬁnition from back in Dec 2006.

The perpetual beta becomes a process for engaging customers.
Share and share-alike data, reusing others’ and providing APIs to your own.
Lock-in comes from data accrual, owning a namespace or non-standard formats.

and this was all aimed at speaking to open source developers who saw the world through the
lense of Linux and hardware — and weren’t yet taking the network as a platform seriously.

now, some people want to suggest that Web 3.0 is coming. it’s like the modern version of the
apocalypse: everyone wants to be the ﬁrst to predict its arrival.

about a month ago, Walt Mossberg and Kara Swisher became the latest pundits to suggest
that, no, really, Web 3.0 is upon us (CLICK)

“So what’s the seminal development that’s ushering in the era of
Web 3.0? It’s the real arrival, after years of false predictions,
of the thin client, running clean, simple software, against
cloud-based data and services. The poster children for this
Bullshit.
new era have been the Apple iPhone and iPod Touch, which have
sold 37 million units in less than two years and attracted 35,000
apps and one billion app downloads in just nine months.”

— Walt Mossberg and Kara Swisher, Welcome to Web 3.0

writing that the real arrival, after years of false predictions, of the thin client, running
clean, simple software, against cloud-based data and services is Web 3.0. And that the
iPhone and iPod Touch are its horsemen. (CLICK)

Well, I call bullshit.

Bullshit.

writing that the real arrival, after years of false predictions, of the thin client, running
clean, simple software, against cloud-based data and services is Web 3.0. And that the
iPhone and iPod Touch are its horsemen. (CLICK)

Well, I call bullshit.

“After all, Web 2.0 was not a new version of the web, but a
name that tried to capture what distinguished the companies
that survived the dotcom bust from those that survived, and point
the way forward for new companies entering the market.”

— Tim O’Reilly, responding to Mossberg and Swisher


Web 2.0 isn’t a version number. Instead, it was a narrative aimed at the industry to explain to
them the rise of the age of cloud computing.

Open source?

and so if we consider the last 10 years of open source, it’s really been about a slow, grudging
migration from a hardware-based perspective to the cloud.

most people know of open source because of the public battle between mozilla’s ﬁrefox and
internet explorer.

sure, maybe some people have heard of linux, but few people actually use it in day-to-day
computing.

Yoism: the world’s first open source religion

but there has also been something of a religious fervor in the open source community,
rejecting all that which is not 100% open and free.

and it’s been taking to some hilarious extremes.

Still, this is what I might call “institutional drift”, which is what happens when you lose of
track what you’re ﬁghting for.

and so when we see things like this, where camel is using the open brand to advertise their
cigarettes, we must call them out.

this is not “open” as we think of it.

this is an example of what i call “open washing”. it’s the proverbial wolf (mascarading as a
desert animal) in sheep’s clothing.

if we go back to the original premise of Stallman’s call for software freedom, it was about a
basic LIBERTARIAN idea: to not have to rely on anyone else when running your computer.

“The price of freedom is eternal vigilance.”
—thomas jefferson

this is along the lines of what Jefferson meant when he said that “the price of freedom is
eternal vigilance”.

he was talking about “OUR” freedom. the freedom of the individual against oligarchic and
monopolistic power.

our^
“The price of freedom is eternal vigilance.”
—thomas jefferson

this is along the lines of what Jefferson meant when he said that “the price of freedom is
eternal vigilance”.

he was talking about “OUR” freedom. the freedom of the individual against oligarchic and
monopolistic power.

but this is a problematic approach in the era of social computing, when you must
INHERENTLY rely on someone else to get the beneﬁts of this revolution.

(CLICK)

so we must ask ourselves, WHAT DOES OPEN MEAN?

What does open mean?

but this is a problematic approach in the era of social computing, when you must
INHERENTLY rely on someone else to get the beneﬁts of this revolution.

(CLICK)

so we must ask ourselves, WHAT DOES OPEN MEAN?

Competition &
freedom of choice

for me, openness is about competition and freedom of choice

Social networks & monopolies

data portability lowering switching costs
multi-homing increasing reliability
roaming incurring off-network costs
disaggregation service substitutability

Bertil Hatt in Paris, working on his Ph D in economics... talked to me about social network
monopolies.

gave some good ways to think about this.

data portabilility -> lowering switching costs.
multi-homing -> increasing reliability of service by parallelizing access
roaming -> the ability to access your service from someone else’s network
disaggregation -> the ability to substitute services

Photo by Mary Beth Griffo Rigby
phone number portability — concept of being able to switch providers without incurring a
switching fee. we don’t have the concept of social network switching.

furthermore, when the industry was left to its own means, it didn’t make this possible for
free... and so governments had to step in a regulate the industry to ensure this kind of
freedom.

multi-homing... parallelizing our networks to improve robustness.

this is a service called ping.fm — it lets you publish to many networks all at once

making sure that people have access to your data. it might not be ideal, but it’s a good
example of parallelizing access.

here’s an example of roaming.

at&t sent me a text message telling me that they wanted to charge me $20 a megabyte to
access their service because i was on someone else’s network.

it’s expensive; carriers don’t like it. they don’t want to deal with someone else’s customers.

and so this is one of OpenID’s challenges: we have lots of providers, but few relying parties.

Picnik
disaggregation: the ability to choose the service that I want to use without having to import
EVERYTHING AND without having to even create an account.

this is in contrast, for example, to being forced to use a default service, like Photos on
Facebook or how Apple refuses to let apps that compete with their own apps enter the
AppStore.

Cloud computing

what does open mean in the era of cloud computing? (CLICK)

c:

icon by Seedling Design
we’re going from owning our own hard drives with our data... (CLICK)

http://

icon by Seedling Design
to relying on someone else to host our data for us.

having the ability to move data from place to another — while retaining metadata will be
essential.

http://

icons by Seedling Design and Fast Icon
you’ve got your youtube, facebook, ﬂickr... no one will need to do backups anymore, but this
will have a profound impact on how you design services.

http://

icons by Seedling Design, etc
hybrid applications like this essentially require a connection to function.

factoryjoe.com

icons by Seedling Design

and we’re even seeing this creep into desktop applications like Keynote where there is now a
Share menu... that I imagine will slowly replace the File menu (like the fax machine).

defaults here are critical as well. note that Keynote defaults to sharing via iWork.com — not
slideshare.net or even Google Docs...

Social web

which brings us to the social web.

it’s one thing if you want to move your application from one company’s cloud instance to
another.

what happens when you want to move your identity and friends?

WWW

the reality is, the web was built for sharing documents... (CLICK)

WWW

icons by iconaholic.com
not for connecting people — at least like people connect today.

? ? ?
? WWW ?
? ? ?

icons by iconaholic.com
not for connecting people — at least like people connect today.

I think we can start to see where this is going — in a very basic way — by studying
FriendFeed. Already they’re doing a lot of work to minimize the emphasis on services and are
instead focused on two things: People and what they’re sharing. (next: feed formats)

But they’re ending up spending all kinds of resources just getting the basics working, since
our feed formats like ATOM and RSS were designed with blog posts in mind, but people are
doing a lot more on the web today, beyond blogging.

Diso
this is really the premise behind the Diso Project:

to make it make it easier to build social experiences on the web

by deriving standards and formats from popular trends.

Diso
Diso Project • http://diso-project.org

this is really the premise behind the Diso Project:

to make it make it easier to build social experiences on the web

by deriving standards and formats from popular trends.

Diso Components*

*subject to change
(DON’T CLICK)

identity & proﬁle

discovery & access control

contacts & friends

activity streams

messaging

groupings & shared spaces

Diso Components*

1. identity & profile
2. discovery & access control
3. contacts & friends
4. activity streams
5. messaging
6. groupings & shared spaces

*subject to change
(DON’T CLICK)

identity & proﬁle

discovery & access control

contacts & friends

activity streams

messaging

groupings & shared spaces

Ubiquity of standards move an
industry to compete at a new level

Photo by grendelkhan
but adoption of these technologies is key.

I don’t want to compete on the level of social apps that exist today.

we want to move up to a higher level of competition by commoditizing aspects of the
social web that are hard today, but are also basic or fundamental.

...leading to opportunities to
innovate user experience

Photo by Chris Metcalf
in so doing, we create new opportunities to compete on the basis of better service and user
experience.

so for example, with the spread of javascript-enabled browsers, we’re now seeing a
venerable old project like Drupal be able to compete by enhancing the user experience.

when I joined the project in 2004 as one of the few designers, i was basically forbidden from
using javascript because it wasn’t yet “standard enough”. how times change!

Identity

but all of this is predicated on developing a means for estabishing durable, cross-site identity
on the web.

the individual is basic atomic unity of society.

You can’t have “social”
without “society”

we’re really talking about society — the collection of norms, habits and behaviors that deﬁne
what a fairly large collection of people are all about.

and since change happens at the level of the individual

a building block technology like openid is critical.

the architecture of the social web must have the individual as its cornerstone.

Real identity

it’s interesting to look at a current trend

people are starting to use their real identity online.

Facebook recommendations
No where is this more obvious than on Facebook.

Here is a list of three people that Facebook has recommended to me.

The second one was suggested because we went to the same high school. Kind of a stretch,
right? I mean, what is that in the photo? A pillow? I have no idea WHO SHE IS

So let’s say I actually dive in and ask Facebook to list ALL the people it thinks I might know...
this is where it gets interesting.

(click)

Now, here I see someone I know. I’ve met Eric in person; I could probably add him as a
friend... but is it really him? It’s not like I have some shared secret with him to verify that this
is actually an online representation of his...

so I decide to do a search — and lo, out of 444 results, he comes up ﬁrst. Sure, but this is the
same guy from the previous page.

(click)

If we have 63 mutual friends, well, that’s starting make this more plausible...

Ok, now I’m feeling pretty conﬁdent. In lieu of a shared secret between us, a familiar social
graph is a reasonable substitute. Get that: by revealing one’s social connections I get closer
to someone’s real identity.

your social graph is essentially a kind of identity ﬁngerprint for people who know you and
know who you know.

but this is really only possible because my mutual friends shared their identities ﬁrst.

@factoryjoe

so some of you might know that I use “factoryjoe” as my username on the web.

But, no one in the real world has any frigging clue who “factoryjoe” is, especially without
context.

And so people have come up to me and called me “Joe” without even thinking about it.

This online identity was becoming better known than me!

@factoryjoe
@chrismessina

So I killed it. At least on Twitter. And now I’m just @chrismessina.

Like I was before, and always have been.

But I’ve seen other people do the same thing since I made this change.

And it looks like it’s only becoming more common.

Let’s take a look at another example.

Compare the chat list on the left with the one on the right.

With AIM, you’ve got all these foreign-looking usernames... whereas on the right you have
real names.

CLICK - focus on pirillo

[talk about Facebook’s early decision to swear off usernames]

“l0ckergn0me”
vs.

Chris Pirillo

understand that this DESIGN decision was as important as Flickr’s public-by-default decision.

Heck, I don’t even know what a “locker gnome” is. But here’s the change.

Eventbox
and you can see this in software like eventbox

Eventbox
why does this option even exist?

This to me proves that we are in a transitional period, from assumed aliases to one of real,
public, transparent identities.

even places like MySpace, where pseudonymity reigns is moving in this direction...

morality,
creativity,
spontaneity,
problem solving,
lack of prejudice,
Self-actualization acceptance of facts
self-esteem, confidence,
achievement, respect of others,
Esteem respect by others

friendship, family, sexual intimacy
Love/belonging
security of: body, employment, resources,
Safety morality, the family, health, property

breathing, food, water, sex, sleep, homeostasis, excretion
Physiological

Mazlow’s Hierarchy of Needs
now, I think this what this means is that we’re seeing a shift to using real identity because the
social web is becoming a increasingly important piece of many people “self-actualization”.

self-actualization is from mazlow’s hierarchy of needs and is at the top of the pyramid here.

• facebook.com/chrismessina

• friendfeed.com/chrismessina

• google.com/proﬁles/chrismessina

• twitter.com/chrismessina

You can see this people try to “claim” their identity across the web (CLICK)

• facebook.com/chrismessina

• friendfeed.com/chrismessina

• google.com/proﬁles/chrismessina

• twitter.com/chrismessina

and course, companies are jumping over each other to be namespace for people on the web.

why do you think Facebook is getting into the username business after resisting so long?

Five rules
customers.

APIs to your own.




remember Tim O’Reilly’s rules? Yeah, this one.

Five rules
customers.

APIs to your own.




remember Tim O’Reilly’s rules? Yeah, this one.

let’s look at what these namespaces look like on the web today.

this is how facebook presents me to the world.

i can’t change this. I can’t pick which friends show up here.

i can change my photo... but i can’t alter what’s presented here. this is all left up to
facebook’s discretion.

friendfeed presents an activity-centric view of me.

i can’t change how this looks, but at least it represents parts of what i’m actually doing

Google now lets me have quite a bit of control over my proﬁle, but it makes me look like a
google employee.

oh, and everyone looks the same.

Meanwhile, Twitter is all about what I’m doing, but I can really only customize the colors and
background image... but otherwise, that’s about it.

without context, it can be a bit jarring.

So what if I wanted to just do something like this? I’m not saying this is the best webpage
evar, but the point is, when I host my own identity, it’s up to ME how I present my identity to
the world.

And I believe that it’s at the level of the individual that all change and innovation begins and
so the web’s architecture should reﬂect that.

and so this is why i use factoryjoe.com as my OpenID. It means that I, as an individual, am in
charge of, and own my own identity.

and what we need to develop, over time, is a way for people who own their own identities —
regardless of whether they delegate to a service or not — to connect to the people and
services that matter to them. (next: asshole)

*
now, do you know what this is?

it’s the asshole of the universe.

* Connect

and like assholes, it seems that everyone wants to have a connect API these days.

Photo by Timothy Vogel
the result is what we call the “OpenID NASCAR” where everyone wants their brand shown on
login forms.... (CLICK)

when people really just want this.

their goal is to get access to their account

To be fair, this is merely an uncomfortable transitional step along a much longer path
towards open identity on the web. it is a means to an end, but not the end that we seek.

Eventually, I think people will know their OpenID, just like their address, phone number,
screennames, email, and so on... until we get to their OpenID.

And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that
actually.

But the primary thing you should take away from this point is that we’re creating a standard
to make it possible to have durable, lasting identity on the web.

• What’s your address?


actually.



• What’s your phone number?


actually.




• What’s your AOL screenname?


actually.





• What’s your email address?


actually.






• What’s your MySpace?


actually.







• Twitter?


actually.







• Twitter?

• Are you on Facebook?


actually.







• Twitter?

• Are you on Facebook?

• What’s your OpenID?


actually.


The open, social web will be built on standards that are free
to implement and that encourage competition at the layer of
service and user experience.

so, one example of this is email standards like SMTP and IMAP. These protocols are
dinosaurs... (CLICK)

but have allowed services like Gmail to be started relatively recently and widespread adoption
by creating the incentive to innovate on top of a basic set of features.

where they’ve created this amazing experience in the iphone version of Gmail. Largely
because of standards.

similarly, Twitter has grown in large part because of its use of SMS, a standard feature of
phones that has been around for ages — that few had previously taken advantage of.

Ironically, you could argue that RSS on Blogger was what lead Ev Williams to his original
success. So, he just seems to be at the right moment leveraging standards as they become
ubiquitous in the marketplace.



of course, one of the best examples of my point is Apple.

and indeed, one of the best examples of the power of standards to change an industry is the
iphone.

it is the benefactor of years of open standards development.

so clearly the open, social web will have an impact on mobile development.

IEEE 802.11 (WiFi)
International Mobile Telecommunications-2000 (IMT-2000) vCalendar

Bluetooth

Short Message Service (SMS/MMS)
JPEG

MPEG-4 Part 14,
ISO/IEC 14496-14:2003 (MP4)

SQLite, TXT

MPEG-1 Audio Layer 3 (MP3)

vCard, etc

SMTP, IMAP, POP3 HTTP, CSS, JS, etc

and indeed, one of the best examples of the power of standards to change an industry is the
iphone.

it is the benefactor of years of open standards development.

so clearly the open, social web will have an impact on mobile development.

Furthermore, WebKit is the rendering engine that powers the Safari browser.

this is an open source project

webkit is also the rendering engine that powers Google’s Chromium/Chrome open source
browser project.

the Palm Pre’s applications are also all webkit apps.

see how important standards are here?

So, just as WebKit is becoming the new operating level,

the underpinings of Mac OS X itself is UNIX, which is open source.

Apple leverages open source and community-based peer-production and ostensibly sells an
experience on top of it.

The value is not in the software, per se, but in the designed experience and vision
carried through Apple products.

Vancouver, BC

and I think we’re starting to see our civic institutions start to raise up to meet these
challenges.

for example, here in Vancouver, as we heard earlier today, you guys are already ahead of the
game (CLICK).

a city that thinks like the web.

working on building “a city that thinks like the web”...

using open data, open standards and open source.

and that’s a great start! and where we need to take this next of course (CLICK)

Open Data, Open Standards, Open Source

working on building “a city that thinks like the web”...

using open data, open standards and open source.

and that’s a great start! and where we need to take this next of course (CLICK)

The open, social web

is to the open social web, where more standards, more data, and more open source will
provide us with the opportunities to compete on a whole new level of user experience.

BECAUSE

Our fundamental challenge is to build technologies that enhance the network and serve
people so that they in turn can build better and richer societies.

Our challenge is to build technologies that enhance the
network and serve people so that they in turn can build
better and richer societies.

BECAUSE

Our fundamental challenge is to build technologies that enhance the network and serve
people so that they in turn can build better and richer societies.

ﬁn.

chris@citizenagency.com • @chrismessina • factoryjoe.com
Color palette: oddend by martin Typeface: FTF Flama™ by Mario Feliciano

so that’s it. questions?

Openness In The Era Of Social Web

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Openness In The Era Of Social Web