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In this section, let's talk about web 2.0. As its name suggests, web 2.0 is the second generation of the world-wide web. Web 2.0 aims to facilitate sharing between users. Where web 1.0 only allowed interaction with the web page, web 2.0 aims to connect users and have them share and collaborate together. The idea originated at the overall eMedia conference in 2004. However, I should stress that web 2.0 is not an update to the www technology; rather, it's an update to the way that people share ideas. The way that people view the web and view how they can interact with the web. Some key principles of web 2.0: using the web as a platform, so allowing people to use the web to grow their business, to learn, to share ideas rather than somebody just viewing a website. Data is a driving force: data is the most important thing web 2.0 brings to the table. Ideas and interactions, data between people, sharing. Network effects created by an architecture of participation. Innovation by open source development. Light weight business models enabled by content and service syndication. The end of the software adoption cycle or perpetual beta. I'll talk about this briefly here. Think about Google for example and the product Gmail. As of this recording, Gmail is in what is known as perpetual beta. It has never been actually released to the public as a 1.0 version. So the end of the software adoption cycle means that software may not actually ever be put out into a finished quote unquote version. It's always evolving. Software above the level of a single device or the long tale. Finally, ease of adoption. Web 2.0 aims to make adoption easier. These are just a few of the concepts that define web 2.0 and I encourage you, if you're interested, to look more into the concepts of web 2.0 and see how you can apply them to your business. Web 2.0 also includes many of the up and coming technologies, such as wikis, web logs, also known as blogs and podcasting. And we'll talk more in depth about some of these ideas later on.