David Rowe v\u00e0 Cassian Drew<\/p>\n
<\/p>\n
C\u00f3 th\u1eddi \u0111\u01b0\u1ee3c b\u00e0n lu\u1eadn qua loa nh\u01b0 m\u1ed9t t\u1eeb th\u00f4ng d\u1ee5ng ng\u00e2y ng\u00f4 c\u1ee7a Thung l\u0169ng Silicon, Web 2.0 \u0111ang d\u1ea7n tr\u1edf n\u00ean \u0111\u01b0\u1ee3c th\u1eeba nh\u1eadn nh\u01b0 t\u1eadp l\u1edbn c\u00e1c c\u00f4ng ngh\u1ec7, chi\u1ebfn l\u01b0\u1ee3c kinh doanh, v\u00e0 xu h\u01b0\u1edbng x\u00e3 h\u1ed9i. Trong v\u1ea5n \u0111\u1ec1 ti\u1ebfp theo, ch\u00fang t\u00f4i s\u1ebd th\u1ea3o lu\u1eadn v\u1ec1 nh\u1eefng c\u00f4ng ngh\u1ec7 v\u00e0 quan ni\u1ec7m n\u1eb1m b\u00ean d\u01b0\u1edbi Web 2.0 – v\u00e0 \u0111i\u1ec1u ch\u00fang ng\u1ee5 \u00fd cho c\u00f4ng ti. H\u1ecdc c\u00e1ch gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 g\u00e2y nhi\u1ec1u tranh c\u00e3i v\u1ec1 tin c\u1eady, c\u0103n c\u01b0\u1edbc, v\u00e0 danh ti\u1ebfng tr\u1ef1c tuy\u1ebfn \u0111\u1ec3 cho t\u1ed5 ch\u1ee9c c\u1ee7a b\u1ea1n v\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a n\u00f3 kh\u00f4ng tr\u1edf th\u00e0nh con m\u1ed3i c\u1ee7a l\u1eeba g\u1ea1t tr\u1ef1c tuy\u1ebfn. Kh\u00e1m ph\u00e1 c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 d\u00f9ng c\u00e1c k\u0129 thu\u1eadt Web 2.0 \u0111\u1ec3 l\u00e0m gi\u1ea7u cho \u1ee9ng d\u1ee5ng BI c\u1ee7a c\u00f4ng ti c\u1ee7a b\u1ea1n, d\u1eabn d\u1eaft vi\u1ec7c ch\u1ea5p nh\u1eadn ng\u00e0y c\u00e0ng t\u0103ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng v\u00e0 “th\u00f4ng minh” \u1ee9ng d\u1ee5ng l\u1edbn h\u01a1n. V\u00e0 t\u00ecm ra c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 h\u00ecnh th\u00e0nh v\u00e0 duy tr\u00ec c\u1ed9ng \u0111\u1ed3ng s\u1ea3n ph\u1ea9m s\u1ed1ng \u0111\u1ed9ng s\u1ebd l\u00e0m c\u1ea3i ti\u1ebfn kh\u1ea3 n\u0103ng c\u1ee7a b\u1ea1n \u0111\u1ec3 chuy\u1ec3n giao ph\u1ea7n m\u1ec1m \u0111\u00fang v\u00e0o th\u1eddi gian \u0111\u00fang. “\u0110i\u1ec1u m\u1edbi ti\u1ebfp” l\u00e0 \u1edf \u0111\u00e2y – l\u00e0 t\u1ed5 ch\u1ee9c c\u1ee7a b\u1ea1n c\u00f3 s\u1eb5n s\u00e0ng l\u1ea5y \u01b0u th\u1ebf c\u1ee7a n\u00f3 kh\u00f4ng?<\/p>\n
Qua ti\u1ebfn ho\u00e1 c\u00f4ng ngh\u1ec7 t\u1ef1 nhi\u00ean v\u00e0 kinh doanh c\u1ee7a th\u1eddi k\u00ec dot-com, Web ng\u00e0y nay r\u00f5 r\u00e0ng l\u00e0 kh\u00e1c v\u1edbi Web n\u0103m n\u0103m tr\u01b0\u1edbc. D\u00f9 ch\u00fang ta g\u1ecdi n\u00f3 l\u00e0 b\u1ea5t k\u00ec \u0111i\u1ec1u g\u00ec, lu\u00f4n c\u00f3 nh\u1eefng c\u01a1 h\u1ed9i m\u1edbi \u1edf th\u1ecb tr\u01b0\u1eddng cho vi\u1ec7c b\u1eaft \u0111\u1ea7u kinh doanh nh\u01b0 nhau. Thay v\u00ec l\u00e0 m\u1ed9t bi\u1ec7t danh tr\u1ed1ng r\u1ed7ng, “Web 2.0” th\u00e2u t\u00f3m m\u1ed9t s\u1ed1 xu h\u01b0\u1edbng minh ho\u1ea1 cho s\u1ef1 d\u1ecbch chuy\u1ec3n c\u00f3 \u00fd ngh\u0129a trong h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ph\u00e1t tri\u1ec3n, ng\u01b0\u1eddi ti\u00eau th\u1ee5 v\u00e0 doanh nghi\u1ec7p. \u0110i\u1ec1u n\u00e0y, \u0111i k\u00e8m v\u1edbi s\u1ef1 ki\u1ec7n l\u00e0 Web 2.0 \u0111ang \u0111\u01b0\u1ee3c th\u1ea3o lu\u1eadn r\u1ed9ng r\u00e3i th\u1ebf, t\u1ea1o ra c\u01a1 h\u1ed9i \u0111\u1ec3 ng\u01b0\u1eddi ta l\u00f9i l\u1ea1i, ki\u1ec3m \u0111i\u1ec3m m\u1ed9t s\u1ed1 c\u00e2u h\u1ecfi l\u1edbn h\u01a1n, v\u00e0 th\u00e1m hi\u1ec3m c\u00e1ch Web 2.0 c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng v\u00e0o chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n
Khi xem x\u00e9t chi\u1ebfn l\u01b0\u1ee3c, ch\u00fang ta \u0111\u00e3 l\u1ea5y c\u00e1i nh\u00ecn \u0111\u01b0\u01a1ng \u0111\u1ea1i r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c kh\u00f4ng ph\u1ea3i l\u00e0 v\u1ec1 l\u1eadp k\u1ebf ho\u1ea1ch, n\u00f3 l\u00e0 v\u1ec1 nh\u1eadn di\u1ec7n s\u1ef1 gi\u00f3ng th\u1eb3ng t\u1ed1t nh\u1ea5t c\u1ee7a n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean c\u1ee7a c\u00f4ng ti v\u1edbi m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i [8]. Trong b\u00e0i b\u00e1o n\u00e0y, ch\u00fang ta xem x\u00e9t nh\u1eefng xu h\u01b0\u1edbng Web 2.0 then ch\u1ed1t b\u00ean trong m\u00f4i tr\u01b0\u1eddng Internet, b\u00ean trong c\u00f4ng ti, v\u00e0 b\u00ean trong m\u00f4i tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i. R\u1ed3i ch\u00fang ta th\u00e1m hi\u1ec3m qui tr\u00ecnh \u0111\u00e1nh gi\u00e1 n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean c\u00f4ng ti v\u1edbi c\u00e1i nh\u00ecn v\u00e0o vi\u1ec7c hi\u1ec3u c\u00e1ch c\u00f4ng ti c\u00f3 th\u1ec3 n\u1eafm l\u1ea5y \u01b0u th\u1ebf c\u1ee7a nh\u1eefng c\u01a1 h\u1ed9i \u0111ang n\u1ed5i l\u00ean.<\/p>\n
C\u00f3 nhi\u1ec1u \u0111\u1ecbnh ngh\u0129a v\u1ec1 Web 2.0, nh\u01b0ng m\u1ed9t b\u00e0i b\u00e1o x\u00eamina c\u1ee7a Tim O’Reilly “Web 2.0 l\u00e0 g\u00ec” [18] cung c\u1ea5p \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u logic. O’Reilly quan ni\u1ec7m c\u1ee5m t\u1eeb Web 2.0 d\u1ef1a theo quan s\u00e1t r\u1eb1ng Web, \u0111i xa t\u1eeb v\u1ee5 “s\u1ee5p \u0111\u1ed5” n\u0103m 2001, \u0111ang tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n bao gi\u1edd h\u1ebft, v\u00e0 ti\u1ebfn ho\u00e1 c\u1ee7a n\u00f3 h\u01b0\u1edbng t\u1edbi ph\u01b0\u01a1ng ti\u1ec7n ph\u1ed5 c\u1eadp \u0111\u00e3 ch\u1ee9a ng\u00e0y c\u00e0ng nhi\u1ec1u ng\u01b0\u1eddi v\u00e0 \u1ee9ng d\u1ee5ng ch\u1ec9 b\u1ed5 sung th\u00eam v\u00e0o \u0111\u00e0 c\u1ee7a n\u00f3. Tuy nhi\u00ean, Tim Berners-Lee, ng\u01b0\u1eddi c\u00f3 c\u00f4ng v\u1edbi vi\u1ec7c ph\u00e1t minh ra World Wide Web, m\u1edbi \u0111\u00e2y \u0111\u00e3 \u0111\u00f3ng g\u00f3p cho tranh lu\u1eadn n\u00e0y b\u1eb1ng vi\u1ec7c v\u1ea1ch tr\u1ea7n Web 2.0 l\u00e0 “bi\u1ec7t ng\u1eef v\u00f4 d\u1ee5ng” [16]. D\u00f9 sao, \u00f4ng \u1ea5y c\u0169ng \u0111\u1ed3ng \u00fd v\u1edbi hi\u1ec7u qu\u1ea3 trao quy\u1ec1n c\u1ee7a Web v\u00e0 kh\u1ea3 n\u0103ng c\u1ee7a n\u00f3 n\u1ed1i m\u1ecdi ng\u01b0\u1eddi v\u00e0 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho c\u00e1c lo\u1ea1i c\u1ed9ng t\u00e1c m\u1edbi. V\u1ec1 ph\u1ea7n m\u00ecnh, ch\u00fang t\u00f4i khuy\u1ebfn c\u00e1o r\u1eb1ng b\u1ea1n n\u00ean ki\u1ec3m \u0111i\u1ec3m l\u1ea1i \u0111\u1ecbnh ngh\u0129a v\u1ec1 Web 2.0 \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 n\u1ed5i b\u1eadt trong Wikipedia [22]. B\u1ea5t k\u1ec3 s\u1ef1 c\u01b0\u1eddng \u0111i\u1ec7u n\u00e0o, c\u00e1c doanh nghi\u1ec7p v\u1eabn duy tr\u00ec kh\u00e1i ni\u1ec7m c\u1ee7a nh\u1eefng n\u0103m 1990 v\u1ec1 “Internet” v\u00e0 “tr\u1ef1c tuy\u1ebfn” \u00edt c\u00f3 kh\u1ea3 n\u0103ng nh\u1eadn di\u1ec7n \u0111\u01b0\u1ee3c m\u1ed1i \u0111e do\u1ea1 v\u00e0 c\u01a1 h\u1ed9i trong ti\u1ebfn ho\u00e1 c\u1ee7a m\u00f4i tr\u01b0\u1eddng Web 2.0.<\/p>\n
Gi\u1ed1ng nh\u01b0 ph\u1ea7n m\u1ec1m ngu\u1ed3n m\u1edf, Web 2.0 d\u01b0\u1eddng nh\u01b0 \u0111\u00e3 n\u1ea3y sinh t\u1eeb \u00fd ch\u00ed c\u1ee7a qu\u1ea7n ch\u00fang. Tri\u1ec7u ch\u1ee9ng th\u00f4ng th\u01b0\u1eddng cho Web 2.0 l\u00e0 “Web tham gia” [16], m\u1ed9t thu\u1eadt ng\u1eef nh\u1ea5n m\u1ea1nh v\u00e0o c\u00f4ng c\u1ee5 v\u00e0 n\u1ec1n t\u1ea3ng t\u1ea1o kh\u1ea3 n\u0103ng cho ng\u01b0\u1eddi d\u00f9ng vi\u1ebft blog, tag, b\u00ecnh lu\u1eadn, s\u1eeda \u0111\u1ed5i, gia t\u0103ng, x\u1ebfp h\u1ea1ng v\u00e0 n\u00f3i chung tham chi\u1ebfu ng\u01b0\u1ee3c t\u1edbi \u0111\u00f3ng g\u00f3p c\u1ee7a ng\u01b0\u1eddi kh\u00e1c. Qu\u1ea3 v\u1eady, nhi\u1ec1u b\u00ecnh lu\u1eadn \u0111\u00e3 h\u1ed9i t\u1ee5 v\u00e0o Web 2.0 trong bi\u1ec7n minh c\u00f4ng ti r\u1eb1ng c\u00e1c blog v\u00e0 wiki c\u00f3 th\u1ec3 thay th\u1ebf h\u1eb3n cho c\u00e1c h\u1ec7 th\u1ed1ng truy\u1ec1n th\u00f4ng v\u00e0 qu\u1ea3n l\u00ed tri th\u1ee9c kh\u00e1c b\u1edfi v\u00ec kh\u1ea3 n\u0103ng si\u00eau c\u1ee7a ch\u00fang n\u1eafm b\u1eaft tri th\u1ee9c ng\u1ea7m \u1ea9n, th\u1ef1c h\u00e0nh t\u1ed1t nh\u1ea5t, v\u00e0 nh\u1eefng kinh nghi\u1ec7m li\u00ean quan trong to\u00e0n t\u1ed5 ch\u1ee9c [17]. Tri th\u1ee9c \u0111\u01b0\u1ee3c t\u00edch lu\u1ef9 c\u1ee7a ng\u01b0\u1eddi trong t\u1ed5 ch\u1ee9c \u0111\u01b0\u1ee3c coi m\u1ed9t c\u00e1ch r\u1ed9ng r\u00e3i nh\u01b0 t\u00e0i s\u1ea3n c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t c\u1ee7a c\u00f4ng ti, v\u00e0 c\u00f4ng c\u1ee5 Web 2.0 nh\u01b0 v\u1eady c\u00f3 th\u1ec3 n\u1eafm b\u1eaft t\u00edch c\u1ef1c (v\u00e0 ng\u1ea5u nghi\u1ebfn) k\u00ed \u1ee9c c\u00f4ng ti, th\u1eadm ch\u00ed t\u1eeb nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 v\u1ec1 h\u01b0u hay \u0111\u00e3 chuy\u1ec3n \u0111i.<\/p>\n
Trong th\u1ebf gi\u1edbi Web 2.0, \u0111i\u1ec1u c\u0169ng r\u1ea5t m\u1ea5u ch\u1ed1t l\u00e0 ngh\u0129 ra b\u00ean ngo\u00e0i t\u1ed5 ch\u1ee9c. Vi\u1ec7c ch\u00e1y t\u1ef1 ph\u00e1t c\u1ee7a m\u00e1y laptop Dell \u1edf Nh\u1eadt B\u1ea3n \u0111i k\u00e8m v\u1edbi c\u1ed9ng \u0111\u1ed3ng nh\u1eefng ng\u01b0\u1eddi mua \u0111\u01b0\u1ee3c li\u00ean n\u1ed1i, c\u00f3 trao \u0111\u1ed5i \u0111\u00e3 l\u1eadp t\u1ee9c g\u00e2y t\u00e1c \u0111\u1ed9ng l\u00ean c\u00f4ng ti \u0111a qu\u1ed1c gia n\u00e0y – v\u00e0 s\u1ef1 v\u1ee5 n\u00e0y ch\u1eb3ng m\u1ea5y ch\u1ed1c \u0111\u00e3 \u0111\u01b0\u1ee3c kh\u1eafc ghi v\u00e0o c\u01a1 s\u1edf tri th\u1ee9c t\u1eadp th\u1ec3 c\u1ee7a Wikipedia [3].<\/p>\n
M\u1ed9t hi\u1ec7u \u1ee9ng then ch\u1ed1t kh\u00e1c c\u1ee7a Web 2.0 l\u00e0 vi\u1ec7c n\u1ed5i l\u00ean c\u1ee7a d\u1ecbch v\u1ee5 tr\u1ef1c tuy\u1ebfn thay v\u00ec ph\u1ea7n m\u1ec1m \u0111\u00f3ng g\u00f3i [16]. C\u00e1c m\u00f4 h\u00ecnh kinh doanh k\u1ebft qu\u1ea3 cung c\u1ea5p c\u00e1c giao di\u1ec7n v\u00e0 cung c\u1ea5p n\u1ed9i dung d\u1ecbch v\u1ee5 Web c\u00f9ng v\u1edbi vi\u1ec7c d\u00f9ng l\u1ea1i c\u00e1c d\u1ecbch v\u1ee5 d\u1eef li\u1ec7u kh\u00e1c \u1edf ch\u1ed7 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c. Google l\u00e0 m\u1ed9t th\u00ed d\u1ee5 n\u1ed5i b\u1eadt v\u1ec1 chuy\u1ec3n giao c\u00e1c d\u1ecbch v\u1ee5 Web. C\u00e1c m\u00f4 h\u00ecnh l\u1eadp tr\u00ecnh nh\u1eb9 \u0111\u00e3 n\u1ed5i l\u00ean cho ph\u00e9p c\u00e1c h\u1ec7 th\u1ed1ng \u0111\u01b0\u1ee3c n\u1ed1i l\u1ecfng v\u00e0 ti\u1ec1m n\u0103ng cho c\u00e1c \u1ee9ng d\u1ee5ng h\u1ee3p th\u00e0nh, trong \u0111\u00f3 d\u1eef li\u1ec7u v\u00e0 d\u1ecbch v\u1ee5 b\u1ed5 sung \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi nhau trong m\u1ed9t \u1ee9ng d\u1ee5ng — th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 “tr\u1ed9n – mashup.” \u0110i\u1ec1u n\u00e0y c\u00f3 v\u1ebb gi\u1ed1ng v\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn ki\u1ebfn tr\u00fac h\u01b0\u1edbng d\u1ecbch v\u1ee5 (SOA), m\u1ed9t m\u1ee5c ti\u00eau ph\u00e1t tri\u1ec3n c\u00f4ng ti \u0111\u01b0\u1ee3c t\u00e1n th\u01b0\u1edfng nhi\u1ec1u. Khi b\u1ea1n l\u1ed9t b\u1ecf s\u1ef1 c\u01b0\u1eddng \u0111i\u1ec7u, \u0111i\u1ec1u n\u00e0y \u0111\u01a1n gi\u1ea3n \u0111i t\u1edbi vi\u1ec7c th\u1ef1c hi\u1ec7n c\u00e1c d\u1ecbch v\u1ee5 s\u1edd m\u00f3 \u0111\u01b0\u1ee3c v\u00e0 l\u00e0m cho ch\u00fang th\u00e0nh s\u1eb5n c\u00f3 trong ki\u1ec3u c\u00e1ch ph\u00e2n b\u1ed1\u00a0 \u0111\u1eb1ng sau c\u00e1c API \u0111\u00e3 x\u00e1c \u0111\u1ecbnh r\u00f5 t\u01b0\u01a1ng \u1ee9ng v\u1edbi nhu c\u1ea7u v\u00e0 m\u1ee5c \u0111\u00edch doanh nghi\u1ec7p.<\/p>\n
\u0110\u1ec3 ch\u1ea5m d\u1ee9t \u0111i\u1ec1u n\u00e0y, y\u00eau c\u1ea7u then ch\u1ed1t cho c\u00f4ng ti (nh\u01b0 \u0111\u1ed1i l\u1eadp v\u1edbi ng\u01b0\u1eddi ti\u00eau th\u1ee5\u00a0 \u1ee9ng d\u1ee5ng Web 2.0) l\u00e0 \u1edf ch\u1ed7 c\u00e1c API v\u00e0 c\u00e1c d\u1ecbch v\u1ee5 \u0111\u1eb1ng sau ch\u00fang r\u1ea5t c\u00f3 th\u1ec3 y\u00eau c\u1ea7u m\u1ed9t ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c tho\u1ea3 thu\u1eadn. Ch\u00fang ta th\u00e1m hi\u1ec3u v\u1ea5n \u0111\u1ec1 n\u00e0y th\u00eam d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n
Ajax (Asynchronous JavaScript v\u00e0 XML) l\u00e0 k\u1ebb t\u1ea1o kh\u1ea3 n\u0103ng k\u0129 thu\u1eadt ch\u00ednh cho Web 2.0, chuy\u1ec3n giao c\u00e1c trang Web \u0111\u00e1p \u1ee9ng v\u00e0 t\u01b0\u01a1ng t\u00e1c m\u00e0 kh\u00f4ng l\u00e0m ch\u1eadm tr\u1ec5 v\u00e0 qu\u00e1 t\u1ea3i li\u00ean k\u1ebft v\u1edbi l\u1eadp tr\u00ecnh Web truy\u1ec1n th\u1ed1ng. N\u1ebfu b\u1ea1n \u0111\u00e3 d\u00f9ng Pageflakes, Google Maps, hay Microsoft’s Outlook Web Access (OWA), b\u1ea1n \u0111\u00e3 quen thu\u1ed9c v\u1edbi s\u1ee9c m\u1ea1nh c\u1ee7a Ajax. Trong khi Pageflakes l\u00e0 \u1ee9ng d\u1ee5ng ch\u1ee7 y\u1ebfu h\u1ed9i t\u1ee5 v\u00e0o ng\u01b0\u1eddi ti\u00eau th\u1ee5, Google Maps chuy\u1ec3n giao gi\u00e1 tr\u1ecb doanh nghi\u1ec7p th\u1ef1c b\u1eb1ng vi\u1ec7c t\u1ea1o kh\u1ea3 n\u0103ng cho c\u00e1c b\u00ean th\u1ee9 ba truy nh\u1eadp v\u00e0o c\u01a1 s\u1edf d\u1eef li\u1ec7u th\u00f4ng tin v\u00e0 b\u1ea3n \u0111\u1ed3 c\u1ee7a n\u00f3, qua c\u00e1c API \u0111\u00e3 c\u00f4ng b\u1ed1, \u0111\u1ec3 t\u1ea1o ra c\u00e1c \u1ee9ng d\u1ee5ng m\u1edbi, phong ph\u00fa h\u01a1n (nh\u01b0 c\u00f4ng ti \u0111\u1ecbnh gi\u00e1 b\u1ea5t \u0111\u1ed9ng s\u1ea3n housingmaps.com).<\/p>\n
Ajax gi\u00fap g\u1eafn c\u00e1c d\u1ecbch v\u1ee5 t\u1ea1p nham l\u1ea1i v\u1edbi nhau \u0111\u1ec3 chuy\u1ec3n giao kinh nghi\u1ec7m phong ph\u00fa, d\u1ef1a tr\u00ean tr\u00ecnh duy\u1ec7t m\u00e0 th\u01b0\u1eddng \u0111\u01b0\u1ee3c li\u00ean k\u1ebft v\u1edbi c\u00e1c \u1ee9ng d\u1ee5ng Web 2.0. V\u1edbi c\u00f4ng ti, OWA c\u00f3 th\u1ec3 l\u00e0 v\u00ed d\u1ee5 v\u1ec1 Ajax s\u1eb5n s\u00e0ng cho c\u00f4ng ti \u0111\u01b0\u1ee3c tri\u1ec3n khai r\u1ed9ng nh\u1ea5t v\u00e0 \u0111\u1ea7u ti\u00ean. \u0110\u01b0\u1ee3c ph\u00e1t tri\u1ec3n ban \u0111\u1ea7u v\u00e0o cu\u1ed1i nh\u1eefng n\u0103m 1990, OWA b\u00e2y gi\u1edd c\u00f3 70-80 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng (\u0111\u1ea1i di\u1ec7n x\u1ea5p x\u1ec9 70% c\u00e1c h\u1ed9p th\u01b0 Exchange \u0111\u00e3 tri\u1ec3n khai) trong nhi\u1ec1u c\u00f4ng ti Fortune.<\/p>\n
Song song v\u1edbi tranh lu\u1eadn t\u1ed5ng th\u1ec3 Web 2.0, nh\u1eefng ng\u01b0\u1eddi b\u00ecnh lu\u1eadn v\u00e0 nh\u00e0 ph\u00e2n t\u00edch c\u00f4ng nghi\u1ec7p c\u0169ng b\u1ecb ph\u00e2n chia v\u1ec1 \u0111\u1ecbnh ngh\u0129a Web 2.0 cho c\u00f4ng ti. M\u1ed9t nh\u00e0 b\u00ecnh lu\u1eadn x\u00e1c nh\u1eadn r\u1eb1ng “Enterprise Web 2.0 = SOA” [2]. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi h\u1ed9i t\u1ee5 v\u00e0o r\u00f2 r\u1ec9 c\u1ee7a c\u00f4ng ngh\u1ec7 Web 2.0 ng\u01b0\u1eddi ti\u00eau th\u1ee5 (nh\u01b0 VOIP) v\u00e0o c\u00f4ng ti [12]. Nh\u1eefng ng\u01b0\u1eddi kh\u00e1c h\u1ed9i t\u1ee5 v\u00e0o xu h\u01b0\u1edbng li\u00ean k\u1ebft v\u1edbi k\u1ebft m\u1ea1ng x\u00e3 h\u1ed9i, c\u1ed9ng t\u00e1c, v\u00e0 t\u1ef1 bi\u1ec3u hi\u1ec7n [17]. Qu\u1ea3 v\u1eady, nh\u1eefng ng\u01b0\u1eddi \u0111\u00f3ng g\u00f3p Wikipedia \u0111\u00e3 nh\u00fang “Enterprise 2.0” v\u00e0o b\u00ean trong l\u1ed1i v\u00e0o “Ph\u1ea7n m\u1ec1m x\u00e3 h\u1ed9i x\u00ed nghi\u1ec7p”[5].<\/p>\n
Ch\u00fang t\u00f4i tin r\u1eb1ng Web 2.0 cho c\u00f4ng ti t\u1ed5 h\u1ee3p m\u1ed7i m\u1ed9t trong c\u00e1c kh\u00eda c\u1ea1nh n\u00e0y v\u00e0 h\u1ec7 qu\u1ea3 l\u00e0 l\u1edbn h\u01a1n m\u1ed7i m\u1ed9t trong c\u00e1c b\u1ed9 ph\u1eadn. N\u00f3 c\u0169ng l\u00e0 l\u0129nh v\u1ef1c \u0111ang ti\u1ebfn ho\u00e1. B\u00e1o c\u00e1o g\u1ea7n \u0111\u00e2y c\u1ee7a Gartner v\u1ec1 c\u00e1c c\u00f4ng ngh\u1ec7 \u0111ang n\u1ed5i l\u00ean \u0111\u1eb7t Web 2.0 \u1edf \u0111\u1ec9nh v\u00f2ng l\u00ean cao c\u1ee7a n\u00f3, n\u00f3i r\u1eb1ng “c\u00f4ng ngh\u1ec7 Web 2.0 v\u00e0 c\u00e1c m\u00f4 h\u00ecnh kinh doanh cho ph\u1ed1i c\u00e1c c\u00f4ng ngh\u1ec7 \u0111ang n\u1ed5i l\u00ean” [6]. B\u00e1o c\u00e1o n\u00e0y c\u0169ng ch\u1ec9 ra r\u1eb1ng Web 2.0 trong c\u00f4ng ti ch\u1ec9 m\u1edbi l\u00e0 b\u1eaft \u0111\u1ea7u x\u1ea3y ra, d\u1ef1 \u0111o\u00e1n r\u1eb1ng m\u1ed9t s\u1ed1 kh\u00eda c\u1ea1nh s\u1ebd kh\u00f4ng ph\u1ea3i l\u00e0 “s\u1eb5n s\u00e0ng c\u00f4ng ti” trong 12-18 th\u00e1ng n\u1eefa. Tuy nhi\u00ean, nhi\u1ec1u c\u00f4ng ngh\u1ec7 t\u1ea1o kh\u1ea3 n\u0103ng \u0111\u00e3 \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp t\u1ed1t v\u00e0 \u0111ang th\u00e0nh c\u00f4ng t\u00ecm ra c\u00e1ch c\u1ee7a ch\u00fang \u0111\u1ec3 \u0111i v\u00e0o c\u00f4ng ti.<\/p>\n
Web 2.0 cho c\u00f4ng ti l\u00e0 \u1ee9ng d\u1ee5ng th\u00f4ng minh c\u1ee7a xu h\u01b0\u1edbng d\u1ef1a tr\u00ean Web \u0111\u00e3 \u0111\u01b0\u1ee3c th\u1ea3o lu\u1eadn t\u1edbi gi\u1edd. V\u1edbi CIO, Web 2.0 c\u0169ng bao g\u1ed3m vi\u1ec7c ph\u00e1t tri\u1ec3n l\u1eb7p, c\u1eadp nh\u1eadt \u1ee9ng d\u1ee5ng \u0111\u1ec1u \u0111\u1eb7n, v\u00e0 c\u00e1ch d\u1ecbch v\u1ee5 \u0111\u0103ng cai. \u1ede \u0111\u00e2y ch\u00fang ta s\u1ebd h\u1ed9i t\u1ee5 v\u00e0o ba kh\u00eda c\u1ea1nh then ch\u1ed1t v\u00e0 ch\u1ec9 ra c\u00e1ch ch\u00fang \u0111\u01b0\u1ee3c t\u1ea1o kh\u1ea3 n\u0103ng\u00a0 trong c\u00f4ng ti, v\u1edbi tham chi\u1ebfu t\u01b0\u1eddng minh t\u1edbi nh\u00e0 cung c\u1ea5p gi\u1ea3i ph\u00e1p h\u00e0ng \u0111\u1ea7u.<\/p>\n
Dresdner Kleinwort Wasserstein, b\u1ed9 ph\u1eadn ng\u00e2n h\u00e0ng \u0111\u1ea7u t\u01b0 c\u00f3 tr\u1ee5 s\u1edf ch\u00e2u \u00c2u c\u1ee7a Dresdner Bank, \u0111\u00e3 b\u1eaft \u0111\u1ea7u wiki \u0111\u1ea7u ti\u00ean c\u1ee7a n\u00f3 v\u00e0o n\u0103m 1997. T\u1ed5 thi\u1ebft k\u1ebf c\u1ee7a n\u00f3 b\u00e2y gi\u1edd d\u00f9ng n\u00f3 \u0111\u1ec3 theo d\u00f5i d\u1ea5u v\u1ebft vi\u1ec7c ho\u00e0n th\u00e0nh c\u00e1c d\u1ef1 \u00e1n d\u1ef1a tr\u00ean Web c\u1ee7a n\u00f3 trong th\u1eddi gian th\u1ef1c. B\u00ean c\u1ea1nh \u0111\u00f3, m\u1ed9t c\u00e1nh c\u1ee7a t\u1ed5 t\u00e0i ch\u00ednh c\u1ea7m c\u1ed1 d\u00f9ng wiki \u0111\u1ec3 b\u1ed5 sung e-mail, do v\u1eady kh\u1eed b\u1ecf nhu c\u1ea7u s\u00e0ng l\u1ecdc qua c\u00e1c h\u1ed9p th\u01b0 t\u1edbi [4]. Nh\u1eefng ng\u01b0\u1eddi quan s\u00e1t th\u1ecb tr\u01b0\u1eddng tr\u00edch d\u1eabn nh\u1eefng ng\u01b0\u1eddi ch\u1ea5p thu\u1eadn wiki s\u1edbm kh\u00e1c, k\u1ec3 c\u1ea3 Symantec v\u00e0 Walt Disney [13], trong khi Gartner d\u1ef1 \u0111o\u00e1n r\u1eb1ng \u0111\u1ebfn tr\u01b0\u1edbc 2009, 50% c\u00f4ng ti s\u1ebd ch\u1ea5p nh\u1eadn wiki nh\u01b0 c\u00f4ng c\u1ee5 c\u1ed9ng t\u00e1c [6].<\/p>\n
C\u00e1c nh\u00e0 cung c\u1ea5p wiki c\u00f4ng ti r\u1ea5t \u0111\u01b0\u1ee3c ch\u00fa \u00fd c\u00f3 c\u1ea3 Socialtext v\u00e0 JotSpot. C\u1ea3 hai c\u00f4ng ti n\u00e0y \u0111\u1ec1u c\u00f3 vi\u1ec7c th\u1ef1c hi\u1ec7n hi\u1ec7n th\u1eddi t\u1ea1i m\u00f4i tr\u01b0\u1eddng Fortune 500, v\u1edbi JotSpot nh\u1eafm t\u1edbi l\u00e0m d\u1ec5 d\u00e0ng cho ng\u01b0\u1eddi d\u00f9ng c\u00f4ng ti trong kinh nghi\u1ec7m wiki b\u1eb1ng vi\u1ec7c b\u1ed5 sung th\u00eam m\u1ed9t chu\u1ed7i nh\u1eefng c\u00f4ng c\u1ee5 quen thu\u1ed9c, ki\u1ec3u Microsoft Office \u0111\u1ec3 n\u00e2ng cao n\u0103ng su\u1ea5t v\u00e0 h\u1ea5p thu. Microsoft c\u0169ng chuy\u1ec3n giao ch\u1ee9c n\u0103ng wiki cho c\u00f4ng ti qua D\u1ecbch v\u1ee5 SharePoint Windows (t\u1eadp c\u00e1c t\u00ednh n\u0103ng c\u1ee7a Windows Server 2003), \u0111i\u1ec1u cung c\u1ea5p c\u00e1c c\u00f4ng c\u1ee5 c\u1ed9ng t\u00e1c phong ph\u00fa, k\u1ec3 c\u1ea3 kh\u00f4ng gian l\u00e0m vi\u1ec7c t\u1ed5, RSS, v\u00e0 l\u00e0m blog.<\/p>\n
Blog c\u00f4ng ti c\u0169ng \u0111\u00e3 tr\u1edf n\u00ean \u0111\u01b0\u1ee3c th\u1eeba nh\u1eadn r\u1ed9ng r\u00e3i h\u01a1n. C\u1ef1u nh\u00e2n vi\u00ean c\u1ee7a Microsoft Robert Scoble \u0111\u00e3 l\u00e0m blog t\u1eeb l\u00e2u [21], v\u00e0 ch\u00fang ta b\u00e2y gi\u1edd th\u1ea5y c\u00e1c quan ch\u1ee9c \u0111i\u1ec1u h\u00e0nh c\u1ee7a Sun Microsystems v\u00e0 General Motors \u0111\u00f3ng g\u00f3p cho “blog quy\u1ec3n.” Kh\u00f4ng gi\u1ed1ng wikis, blog ph\u00f9 h\u1ee3p h\u01a1n \u0111\u1ec3 tham gia v\u00e0o \u0111\u1ed1i tho\u1ea1i v\u1edbi kh\u00e1n gi\u1ea3 r\u1ed9ng h\u01a1n — th\u01b0\u1eddng l\u00e0 \u1edf ngo\u00e0i. D\u1ea1ng trao \u0111\u1ed5i n\u00e0y c\u00f3 ng\u01b0\u1eddi b\u00eanh k\u1ebb ch\u1ed1ng, v\u00e0 t\u1ed5 ch\u1ee9c c\u1ea7n c\u1ed1 g\u1eafng gi\u1eef c\u00e2n b\u1eb1ng gi\u1eefa trao \u0111\u1ed5i c\u00f4ng ti \u0111\u01b0\u1ee3c l\u00e0m nh\u1eb9 b\u1edbt v\u00e0 \u0111\u1ed1i tho\u1ea1i c\u1edfi m\u1edf, t\u1edbi m\u1ee9c tr\u1ea7n tr\u1ee5i [20].<\/p>\n
M\u1eb7c\u00a0 cho \u00edch l\u1ee3i c\u1ee7a vi\u1ec7c c\u00f3 \u0111\u1ed1i tho\u1ea1i c\u1edfi m\u1edf h\u01a1n v\u1edbi c\u00f4ng nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n (n\u1ed7 l\u1ef1c c\u1ee7a Scoble \u0111\u01b0\u1ee3c t\u00edn nhi\u1ec7m r\u1ed9ng r\u00e3i v\u1edbi vi\u1ec7c \u0111\u01b0a khu\u00f4n m\u1eb7t mang t\u00ednh ng\u01b0\u1eddi nhi\u1ec1u h\u01a1n v\u00e0o c\u00f4ng ti ph\u1ea7n m\u1ec1m l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi), vi\u1ec7c thu h\u1ed3i v\u1ed1n \u0111\u1ea7u t\u01b0 c\u1ee7a vi\u1ebft blog kh\u00f3 m\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng \u0111\u01b0\u1ee3c. C\u0169ng c\u00f3 r\u1ee7i ro c\u1ed1 h\u1eefu c\u1ee7a vi\u1ec7c l\u00e0m blog, nh\u01b0 quan h\u1ec7 c\u00f4ng ch\u00fang ti\u00eau c\u1ef1c t\u1eeb nh\u1eefng ng\u01b0\u1eddi vi\u1ebft blog b\u1ea5t h\u1ea1nh, r\u00f2 r\u1ec9 th\u00f4ng tin kh\u00f4ng \u0111\u00fang l\u00fac, v\u00e0 defamation tr\u00e1ch nhi\u1ec7m v\u1ec1 l\u1eddi ph\u1ec9 b\u00e1ng qua nh\u1eefng k\u00eanh c\u00f4ng ti kh\u00f4ng \u0111\u01b0\u1ee3c \u0111i\u1ec1u ph\u1ed1i. \u0110\u1ec3 \u0111\u00e1p \u1ee9ng l\u1ea1i c\u00e1c nh\u00e2n t\u1ed1 n\u00e0y, t\u1eebng c\u00f4ng ti c\u1ea7n \u0111\u00e1nh gi\u00e1 li\u1ec7u vi\u1ec7c vi\u1ebft blog c\u00f3 khowsp v\u1edbi m\u00f4 h\u00ecnh c\u1ee7a n\u00f3 hay kh\u00f4ng v\u00e0 l\u00e0m sao qu\u1ea3n l\u00ed \u0111\u01b0\u1ee3c vi\u1ec7c vi\u1ebft blog.<\/p>\n
Gartner n\u00eau b\u1eadt ph\u00e2n t\u00edch m\u1ea1ng x\u00e3 h\u1ed9i nh\u01b0 m\u1ed9t xu h\u01b0\u1edbng CNTT c\u00f4ng ti kh\u00e1c c\u00f3 li\u00ean quan t\u1edbi Web 2.0 c\u00f3 ngh\u0129a [6]. T\u01b0\u01a1ng ph\u1ea3n v\u1edbi c\u00e1c site k\u1ebft m\u1ea1ng x\u00e3 h\u1ed9i ng\u01b0\u1eddi ti\u00eau th\u1ee5 nh\u01b0 m\u1ea1ng \u01b0a chu\u1ed9ng c\u1ee7a thanh thi\u1ebfu ni\u00ean MySpace.com, c\u00e1c site h\u1ed9i t\u1ee5 v\u00e0o doanh nghi\u1ec7p nh\u01b0 Visible Path v\u00e0 LinkedIn \u0111\u00e3 t\u1ef1 ch\u1ee9ng minh ch\u00fang b\u1eb1ng vi\u1ec7c gi\u00fap thi\u1ebft l\u1eadp v\u1ecb tr\u00ed b\u00e1n v\u00e0 tri\u1ec3n v\u1ecdng thu\u00ea ng\u01b0\u1eddi t\u1eeb c\u00e1c li\u00ean h\u1ec7 t\u1eadp th\u1ec3 c\u00e1c \u0111\u1ed3ng nghi\u1ec7p [19]. Sau r\u1ed1t, c\u00e1c doanh nghi\u1ec7p \u0111\u01a1n gi\u1ea3n l\u00e0 c\u00e1c m\u1ea1ng \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh \u0111\u1ec3 l\u00e0m hay b\u00e1n c\u00e1i g\u00ec \u0111\u00f3, v\u00e0 “v\u1ed1n quan h\u1ec7” thu \u0111\u01b0\u1ee3c trong s\u1ef1 t\u00edn nhi\u1ec7m.<\/p>\n
Open BC\/XING \u0111\u1ea1i di\u1ec7n cho m\u1ea1ng l\u1edbn nh\u1ea5t c\u00e1c nh\u00e0 chuy\u00ean m\u00f4n ch\u00e2u \u00c2u, v\u00e0 site n\u00e0y c\u0169ng c\u00f3 c\u00f4ng v\u1edbi vi\u1ec7c cung c\u00e1p m\u00f4 h\u00ecnh th\u01b0\u01a1ng m\u1ea1i kh\u1ea3 thi \u0111\u1ea7u ti\u00ean c\u00f3 th\u1ec3 cho c\u00f4ng ti k\u1ebft m\u1ea1ng x\u00e3 h\u1ed9i. Hi\u1ec7n th\u1eddi trong giai \u0111o\u1ea1n beta l\u00e0 Cogenz, m\u1ed9t c\u00f4ng tin \u0111\u00e1nh d\u1ea5u s\u00e1ch x\u00e3 h\u1ed9i c\u00f3 tr\u1ee5 s\u1edf \u1edf Anh \u0111ang nh\u1eb1m t\u1edbi vi\u1ec7c tranh \u0111ua th\u00e0nh c\u00f4ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau th\u1ee5 c\u1ee7a del.icio.us. V\u00e0 Microsoft \u0111ang \u0111\u1eb7t vi\u1ec7c thay \u0111\u1ed5i m\u1ea1ng n\u1ed9i b\u1ed9 l\u00ean k\u1ebft m\u1ea1ng x\u00e3 h\u1ed9i v\u1edbi vi\u1ec7c \u0111\u01b0a ra s\u1eafp t\u1edbi c\u1ee7a Office SharePoint Server 2007, c\u00f3 bao h\u00e0m c\u1ea5u ph\u1ea7n k\u1ebft m\u1ea1ng x\u00e3 h\u1ed9i d\u00f9ng th\u00f4ng tin v\u1ec1 tr\u00e1ch nhi\u1ec7m, k\u0129 n\u0103ng v\u00e0 trao \u0111\u1ed5i \u0111i\u1ec7n t\u1eed c\u1ee7a t\u1ed5 ch\u1ee9c c\u1ee7a b\u1ea1n \u0111\u1ec3 gi\u00fap nh\u1eadn di\u1ec7n c\u00e1c \u0111\u1ed3ng ngh\u1ec7p v\u1edbi m\u1ed1i quan t\u00e2m v\u00e0 tr\u00e1ch nhi\u1ec7m chung hay tri th\u1ee9c chuy\u00ean gia b\u1ed5 sung.<\/p>\n
Th\u1ef1c hi\u1ec7n c\u00e1c \u1ee9ng d\u1ee5ng c\u00f4ng ti nh\u01b0 d\u1ecbch v\u1ee5, c\u00f4ng b\u1ed1 giao di\u1ec7n c\u1ee7a ch\u00fang qua c\u00e1c chu\u1ea9n Internet \u0111\u00e3 thi\u1ebft l\u1eadp t\u1ed1t (t\u1ee9c l\u00e0, c\u00e1c API d\u00f9ng XML v\u00e0 REST), v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c \u1ee9ng d\u1ee5ng h\u1ee3p th\u00e0nh (nh\u01b0, mashups c\u00f4ng ti) l\u00e0 kh\u1ea3 thi v\u1ec1 m\u1eb7t k\u0129 thu\u1eadt b\u00e2y gi\u1edd v\u1edbi c\u00e1c k\u0129 n\u0103ng \u0111\u00e3 s\u1eb5n c\u00f3 [9]. H\u01a1n n\u1eefa, McKinsey k\u1ebft lu\u1eadn trong m\u1ed9t b\u00e1o c\u00e1o c\u00f4ng nghi\u1ec7p g\u1ea7n \u0111\u00e2y r\u1eb1ng SaaS (ph\u01b0\u01a1ng ph\u00e1p chuy\u1ec3n giao Web 2.0 chi\u1ebfm \u01b0u th\u00ea) \u0111\u00e3 thu \u0111\u01b0\u1ee3c l\u1ef1c k\u00e9o trong m\u1ed9t s\u1ed1 mi\u1ec1n \u1ee9ng d\u1ee5ng c\u00f4ng ti — nh\u01b0 tr\u1ea3 l\u01b0\u01a1ng, qu\u1ea3n l\u00ed v\u1ed1n con ng\u01b0\u1eddi, CRM, h\u1ed9i ngh\u1ecb, mua s\u1eafm, h\u1eadu c\u1ea7n, d\u1ecbch v\u1ee5 th\u00f4ng tin, v\u00e0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed — v\u00e0 s\u1ebd l\u00e0m ra \u00edch l\u1ee3i qua mi\u1ec1n ch\u00e9o \u1ee9ng d\u1ee5ng r\u1ed9ng h\u01a1n nhi\u1ec1u trong ba n\u0103m t\u1edbi [1]. IBM c\u0169ng \u0111ang th\u1ea5y m\u1ed1i quan t\u00e2m t\u0103ng l\u00ean v\u00e0 nhu c\u1ea7u cho mashups c\u00f4ng ti. C\u00f4ng ti n\u00e0y g\u1ea7n \u0111\u00e2y \u0111\u00e3 x\u00e1c \u0111\u1ecbnh khu\u00f4n kh\u1ed5 d\u00f9ng c\u00e1c d\u1ecbch v\u1ee5 Web v\u00e0 c\u00f4ng ngh\u1ec7 wiki \u0111\u1ec3 cho ph\u00e9p m\u1ecdi ng\u01b0\u1eddi t\u1ea1o ra c\u00e1c \u1ee9ng d\u1ee5ng \u0111\u00e3 chuy\u00ean bi\u1ec7t ho\u00e1 trong \u00edt h\u01a1n n\u0103m ph\u00fat [14].<\/p>\n
\u0110\u01b0\u1ee3c t\u1ed5 h\u1ee3p l\u1ea1i, nh\u1eefng xu h\u01b0\u1edbng n\u00e0y tr\u1ecf t\u1edbi c\u00e1c \u1ee9ng d\u1ee5ng h\u1ee3p th\u00e0nh, nh\u1eb9 c\u00e2n nh\u01b0ng t\u1ed5 h\u1ee3p hi\u1ec7u qu\u1ea3 d\u1eef li\u1ec7u v\u00e0 d\u1ecbch v\u1ee5 t\u1eeb nhi\u1ec1u d\u1ecbch v\u1ee5 v\u00e0 \u1ee9ng d\u1ee5ng, y\u00eau c\u1ea7u ch\u1ec9 m\u1ed9t l\u01b0\u1ee3ng t\u1ed1i thi\u1ec3u m\u00e3 b\u1ed5 sung. C\u00f3 nhi\u1ec1u v\u00ed d\u1ee5 v\u1ec1 mashups c\u00f4ng ti th\u1ea5y \u0111\u01b0\u1ee3c — cho d\u00f9 ch\u00fang kh\u00f4ng ch\u00ednh th\u1ee9c ch\u1ea1y theo c\u00e1i nh\u00e3n \u0111\u00f3. B\u1ed1n n\u0103m tr\u01b0\u1edbc, Microsoft Anh \u0111\u00e3 ph\u00e1t tri\u1ec3n m\u1ed9t \u1ee9ng d\u1ee5ng h\u1ee3p th\u00e0nh t\u1ed5 h\u1ee3p an to\u00e0n d\u1eef li\u1ec7u nh\u00e2n vi\u00ean v\u1edbi d\u1eef li\u1ec7u tr\u1ea3 l\u01b0\u01a1ng \u0111\u01b0\u1ee3c cung c\u1ea5p (v\u00e0 qu\u1ea3n l\u00ed) t\u1eeb b\u00ean ngo\u00e0i t\u1eeb Sage, m\u1ed9t nh\u00e0 cung c\u1ea5p gi\u1ea3i ph\u00e1p tr\u1ea3 l\u01b0\u01a1ng v\u00e0 k\u1ebf to\u00e1n Anh h\u00e0ng \u0111\u1ea7u, cho n\u00ean nh\u00e2n vi\u00ean c\u00f3 th\u1ec3 ho\u00e0n th\u00e0nh \u0111\u00f3ng thu\u1ebf c\u1ee7a h\u1ecd tr\u1ef1c tuy\u1ebfn v\u00e0 r\u1ed3i g\u1eedi tr\u1ef1c ti\u1ebfp cho d\u1ecbch v\u1ee5 t\u1ef1 khai thu\u1ebf tr\u1ef1c tuy\u1ebfn c\u1ee7a ch\u00ednh ph\u1ee7 Anh. M\u1ed9t th\u00e0nh c\u00f4ng \u0111\u01b0\u1ee3c ghi t\u00e0i li\u1ec7u g\u1ea7n \u0111\u00e2y l\u00e0 kinh nghi\u1ec7m mashup c\u1ee7a Sprint Nextel. \u0110\u01b0\u1ee3c sinh ra t\u1eeb chi\u1ebfn l\u01b0\u1ee3 SOA th\u1ef1c hi\u1ec7n l\u00e2u d\u00e0i, mashup c\u1ee7a Sprint cho ph\u00e9p c\u00f4ng ti th\u1ef1c hi\u1ec7n hi\u1ec7u qu\u1ea3 c\u00e1c \u1ee9ng d\u1ee5ng nh\u01b0 d\u1ecbch v\u1ee5 \u0111\u1ecbnh v\u1ecb ng\u01b0\u1eddi b\u00e1n tr\u1ef1c tuy\u1ebfn c\u00f3 t\u1ed5 h\u1ee3p th\u00f4ng tin b\u1ea3n \u0111\u1ed3 v\u1edbi d\u1eef li\u1ec7u ng\u01b0\u1eddi b\u00e1n \u0111\u00e3 \u0111\u0103ng k\u00ed. C\u00f4ng ti n\u00e0y coi th\u00e0nh c\u00f4ng c\u1ee7a m\u00ecnh v\u1edbi mashups l\u00e0 do th\u1eddi gian d\u00e0nh ph\u00e1t tri\u1ec3n ch\u00ednh s\u00e1ch th\u00edch h\u1ee3p v\u00e0 n\u1ec1n \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 [10].<\/p>\n
M\u1ed9t b\u00e0i ph\u00ea b\u00ecnh g\u1ea7n \u0111\u00e2y c\u1ee7a nh\u00e0 b\u00ecnh lu\u1eadn c\u00f4ng nghi\u1ec7p Dion Hinchcliffe v\u1ec1 Web 2.0 cho th\u1ea5y c\u00e1c c\u00f4ng c\u1ee5 c\u00f3 ph\u1ea9m ch\u1ea5t r\u1ea5t t\u1ed1t \u0111\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c mashup c\u00f4ng ti [11]. C\u00f4ng c\u1ee5 duy nh\u1ea5t \u0111\u01b0\u1ee3c l\u00e0m n\u1ed5i b\u1eadt l\u00e0 Data Mashups, b\u1ed9 x\u00e2y d\u1ef1ng \u1ee9ng d\u1ee5ng Web tr\u1ef1c quan k\u00e9o v\u00e0 th\u1ea3 \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn v\u00ec s\u1ef1 d\u1ec5 s\u1eed d\u1ee5ng v\u1ec1 quan ni\u1ec7m c\u1ee7a n\u00f3 (tuy nhi\u00ean n\u00f3 v\u1eabn \u1edf d\u1ea1ng beta khi ch\u00fang t\u00f4i vi\u1ebft b\u00e0i b\u00e1o n\u00e0y). M\u1ed9t b\u00e0i ph\u00ea b\u00ecnh g\u1ea7n \u0111\u00e2y th\u1ea5y c\u00e1c \u1ee9ng d\u1ee5ng ph\u00e1t tri\u1ec3n nh\u01b0 Nexaweb, \u0111\u00e3 khoe v\u1ec1 m\u1ed9t danh s\u00e1ch l\u1edbn c\u00e1c kh\u00e1ch h\u00e0ng tham chi\u1ebfu, c\u00f3 c\u1ea3 Siemens v\u00e0 ng\u00e2n h\u00e0ng \u0111\u1ea7u t\u01b0 to\u00e0n c\u1ea7u Jefferies & Company.<\/p>\n
IBM \u0111ang l\u00e0m vi\u1ec7c tr\u00ean d\u1ef1 \u00e1n c\u00f3 t\u00ean QEDwiki (wiki \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n nhanh ch\u00f3ng v\u00e0 d\u1ec5) nh\u1edd n\u00f3 doanh nh\u00e2n c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c trang Web ri\u00eang c\u1ee7a h\u1ecd b\u1eb1ng c\u00e1c c\u1ea5u ph\u1ea7n k\u00e9o v\u00e0 th\u1ea3 tr\u00ean m\u1ed9t b\u1ea3ng m\u00e0u [7]. \u0110\u01b0\u1ee3c h\u1ed9i t\u1ee5 v\u00e0o vi\u1ec7c chuy\u1ec3n giao “\u1ee9ng d\u1ee5ng wiki” nhanh v\u00e0 m\u1ea1nh, nh\u01b0 b\u1ea3ng \u0111i\u1ec1u khi\u1ec3n c\u1ee7a ng\u01b0\u1eddi b\u00e1n h\u00e0ng, d\u1ef1 \u00e1n n\u00e0y \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 v\u00e0o th\u00e1ng 11\/2005 v\u00e0 \u0111\u01b0\u1ee3c duy\u1ec7t x\u00e9t l\u1ea1i v\u00e0o th\u00e1ng 4\/2006 [15]. V\u1edbi h\u1ed9i t\u1ee5 t\u01b0\u01a1ng t\u1ef1 v\u00e0o c\u00e1c c\u00e1ch nh\u00ecn th\u00f4ng tin h\u1ee3p th\u00e0nh t\u1ef1 x\u00e2y d\u1ef1ng, Microsoft Office SharePoint Server 2007 t\u1ea1o kh\u1ea3 n\u0103ng k\u00e9o v\u00e0 th\u1ea3 c\u1ee7a Web Parts1 t\u00edch h\u1ee3p v\u1edbi c\u00e1c kho d\u1eef li\u1ec7u c\u00f4ng ti v\u00e0 c\u00e1c d\u1ecbch v\u1ee5 Web \u0111\u1ec3 tr\u1ed9n d\u1eef li\u1ec7u v\u00e0 th\u00f4ng tin c\u00f3 li\u00ean quan cho ng\u01b0\u1eddi d\u00f9ng. Vi\u1ec7c ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c Web Parts n\u00e0y \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1eb1ng vi\u1ec7c d\u00f9ng m\u00f4i tr\u01b0\u1eddng ph\u00e1t tri\u1ec3n \u0111i\u1ec3n h\u00ecnh nh\u01b0 Microsoft Visual Studio 2005.<\/p>\n
Nh\u01b0 v\u1edbi ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c \u1ee9ng d\u1ee5ng trong tr\u00ecnh duy\u1ec7t, \u0111\u00e3 \u0111\u01b0\u1ee3c bi\u1ebft, Ajax v\u1eabn c\u00f2n l\u00e0 chu\u1ea9n m\u1eb7c nhi\u00ean. Nhi\u1ec1u ng\u01b0\u1eddi ch\u1ea5p thu\u1eadn s\u1edbm \u0111\u00e3 ph\u00e1t tri\u1ec3n th\u01b0 vi\u1ec7n Ajax ri\u00eang c\u1ee7a h\u1ecd v\u00e0 h\u1ed9i t\u1ee5 v\u00e0o vi\u1ec7c d\u00f9ng khu\u00f4n kh\u1ed5 ngu\u1ed3n m\u1edf. Th\u00e1ch th\u1ee9c v\u1edbi m\u00f4i tr\u01b0\u1eddng n\u00e0y bao g\u1ed3m an ninh, t\u00ednh to\u00e0n v\u1eb9n, v\u00e0 ki\u1ec3m th\u1eed. C\u00e1c n\u1ec1n th\u01b0\u01a1ng m\u1ea1i n\u00e2ng cao h\u01a1n \u0111ang c\u00f3 s\u1eb5n t\u1eeb c\u00e1c nh\u00e0 cung c\u1ea5p nh\u01b0 Tibco, JackBe, hay Backbase. Ruby tr\u00ean khu\u00f4n kh\u1ed5 ph\u00e1t tri\u1ec3n Rails Web \u0111\u01b0a v\u00e0o ng\u00f4n ng\u1eef ri\u00eang c\u1ee7a n\u00f3, Ruby, v\u1edbi h\u1ed9i t\u1ee5 v\u00e0o n\u0103ng su\u1ea5t ng\u01b0\u1eddi l\u1eadp tr\u00ecnh Web. Tuy nhi\u00ean, \u00a0c\u00f3 th\u1ec3 l\u00e0 c\u00e1c nh\u00e0 cung c\u1ea5p l\u1edbn h\u01a1n, nh\u01b0 Microsoft v\u1edbi d\u1ef1 \u00e1n Atlas c\u1ee7a h\u1ecd v\u00e0 Sun v\u1edbi Java EE c\u1ee7a h\u1ecd, Ajax chung cu\u1ed9c s\u1ebd th\u1eafng tr\u00ean ph\u1ea7n l\u1edbn c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi ph\u00e1t tri\u1ec3n c\u00f4ng ti, \u0111\u1eb7c bi\u1ec7t khi t\u1eebng nh\u00e0 cung c\u1ea5p t\u00edch h\u1ee3p \u0111\u1ea7y \u0111\u1ee7 c\u00e1c n\u1ed7 l\u1ef1c n\u00e0y v\u00e0o n\u1ec1n ph\u00e1t tri\u1ec3n c\u1ee7a n\u00f3.<\/p>\n
V\u00ec quan ni\u1ec7m c\u1ee7a n\u00f3, Internet \u0111\u00e3 tr\u01b0\u1edfng th\u00e0nh t\u1eeb vi\u1ec7c cung c\u1ea5p th\u00f4ng tin tr\u1ef1c ti\u1ebfp sang c\u1ed9ng \u0111\u1ed3ng kinh t\u1ebf v\u00e0 x\u00e3 h\u1ed9i do ng\u01b0\u1eddi d\u00f9ng d\u1eabn l\u00e1i \u0111\u01b0\u1ee3c l\u00e0m m\u1ea1nh b\u1edfi nhi\u1ec1u n\u1ec1n ph\u1ed5 c\u1eadp. H\u1ec7 qu\u1ea3 l\u00e0 ph\u1ea7n l\u1edbn c\u00e1c toorchwsc \u0111\u00e3 ph\u1ea3i xem x\u00e9t l\u1ea1i t\u00e1c \u0111\u1ed9ng chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a thay \u0111\u1ed5i c\u1ea3nh quan v\u00e0 c\u00e1c c\u00f4ng ngh\u1ec7 t\u1ea1o kh\u1ea3 n\u0103ng s\u1eb5n c\u00f3.<\/p>\n
C\u00f9ng v\u1edbi kh\u1ea3 n\u0103ng trao \u0111\u1ed5i, c\u1ed9ng t\u00e1c v\u00e0 xu\u1ea5t b\u1ea3n, ng\u01b0\u1eddi mua b\u00e2y gi\u1edd c\u00f3 quy\u1ec1n l\u1ef1c khu bi\u1ec7t t\u00edch c\u1ef1c so v\u1edbi c\u00e1c nh\u00e3n hi\u1ec7u. Vi\u1ec7c ti\u1ebfp th\u1ecb v\u00e0 l\u00e0m gi\u00e1 s\u1ea3n ph\u1ea9m \u0111\u00e3 tr\u1edf th\u00e0nh trong su\u1ed1t h\u01a1n, v\u00e0 c\u00f4ng ti kh\u00f4ng c\u00f2n ki\u1ec3m so\u00e1t quan h\u1ec7 c\u00f4ng ch\u00fang PR. Ng\u01b0\u1eddi mua c\u1ea3 \u1edf m\u1ee9c ng\u01b0\u1eddi ti\u00eau th\u1ee5 v\u00e0 B2B \u0111\u00e3 t\u0103ng th\u00eam quy\u1ec1n l\u1ef1c qua vi\u1ec7c tham gia phong ph\u00fa v\u00e0o c\u00e1c c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn v\u00e0 c\u00f3 truy nh\u1eadp v\u00e0o c\u1ea5u tr\u00fac gi\u00e1 v\u00e0 ph\u1ea3n h\u1ed3i kh\u00e1ch h\u00e0ng kh\u00e1c. Trong khi \u0111i\u1ec1u n\u00e0y kh\u00f4ng h\u1ee3p nh\u1ea5t nh\u00f3m ng\u01b0\u1eddi mua hay t\u0103ng quy\u1ec1n l\u1ef1c mua, vi\u1ec7c trao \u0111\u1ed5i t\u1ee9c kh\u1eafc v\u00e0 th\u1eddi s\u1ef1 to\u00e0n c\u1ea7u gi\u1eefa nh\u1eefng ng\u01b0\u1eddi mua c\u00f3 t\u1ea1o ra v\u1ecb th\u1ebf m\u1ea1nh.<\/p>\n
Trong th\u1ebf gi\u1edbi Web 2.0, ng\u01b0\u1eddi mua c\u0169ng t\u1eadn h\u01b0\u1edfng quy\u1ec1n l\u1ef1c t\u0103ng l\u00ean qua kh\u1ea3 n\u0103ng c\u1ee7a h\u1ecd \u0111\u1ec3 chuy\u1ec3n \u0111\u1ed5i nh\u00e0 cung c\u1ea5p v\u1edbi gi\u00e1 \u00edt hay kh\u00f4ng m\u1ea5t ph\u00ed. C\u00e1c d\u1ecbch v\u1ee5 qua Internet l\u00e0 ch\u1ee7 \u0111\u1ec1 Web 2.0 m\u1ea1nh, v\u00e0 khi ng\u01b0\u1eddi mua ti\u1ebfp t\u1ee5c ch\u1ea5p nh\u1eadn SaaS, c\u00e1c t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 kinh nghi\u1ec7m n\u1ed5i s\u00f3ng kh\u00e1ch h\u00e0ng cao h\u01a1n theo ki\u1ec3u c\u1ea5p ph\u00e9p truy\u1ec1n th\u1ed1ng v\u00e0 th\u1ecb tr\u01b0\u1eddng thi\u1ebft \u0111\u1eb7t.\u00a0 \u0110\u1ec3 ch\u1ed1ng l\u1ea1i xu h\u01b0\u1edbng l\u1edbn h\u01a1n c\u1ee7a kh\u00e1ch h\u00e0ng chuy\u1ec3n \u0111i v\u00e0 l\u00e0m d\u1ec5 d\u00e0ng ng\u00e0y c\u00e0ng t\u0103ng cho vi\u1ec7c l\u00e0m nh\u01b0 v\u1eady, c\u00e1c t\u1ed5 ch\u1ee9c s\u1ebd ph\u1ea3i x\u00e2y d\u1ef1ng “r\u00e0o c\u1ea3n \u0111i ra” kh\u00e1c \u0111\u1ec3 l\u00e0m gi\u1ea3m thi\u1ec3u vi\u1ec7c n\u1ed5i s\u00f3ng kh\u00e1ch h\u00e0ng. May m\u1eafn cho ng\u01b0\u1eddi ti\u00eau th\u1ee5, nh\u1eefng r\u00e0o c\u1ea3n nh\u01b0 th\u1ebf c\u00f3 th\u1ec3 bao g\u1ed3m s\u1ef1 tham gia c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c l\u00e0m phong ph\u00fa th\u00eam, canh t\u00e2n \u0111\u01b0\u1ee3c nh\u1eb1m t\u0103ng gi\u00e1 tr\u1ecb kh\u00e1ch h\u00e0ng, v\u00e0 c\u00e1c m\u1ee9c cao h\u01a1n c\u1ee7a s\u1ef1 th\u00e2n thi\u1ebft kh\u00e1ch h\u00e0ng qua vi\u1ec7c duy tr\u00ec v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u. M\u00f4 h\u00ecnh m\u1ed9t c\u00fa nh\u1ea5n chu\u1ed9t c\u1ee7a Amazon.com l\u00e0 v\u00ed d\u1ee5 \u0111\u01a1n gi\u1ea3n — ngay c\u1ea3 phi\u1ec1n ph\u1ee9c c\u1ee7a vi\u1ec7c g\u00f5 l\u1ea1i \u0111\u1ecba ch\u1ec9 v\u00e0 s\u1ed1 th\u1ebb Visa c\u1ee7a b\u1ea1n l\u00fac \u0111i ra v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u0169ng l\u00e0 r\u00e0o c\u1ea3n chuy\u1ec3n \u0111\u1ed5i.<\/p>\n
R\u00f5 r\u00e0ng r\u1eb1ng trong th\u1ebf gi\u1edbi c\u1ee7a Web 2.0, d\u1eef li\u1ec7u l\u00e0 ch\u00eca kho\u00e1, d\u00f9 ns l\u00e0 d\u1ef1a tr\u00ean kh\u00e1ch h\u00e0ng hay t\u00e0i s\u1ea3n s\u1edf h\u1eefu ri\u00eang. Nhi\u1ec1u c\u00f4ng ti, n\u1ebfu kh\u00f4ng n\u00f3i l\u00e0 t\u1ea5t c\u1ea3, th\u00e0nh c\u00f4ng v\u1ec1 Web 2.0 \u0111\u1ec1u \u0111\u1ea1t t\u1edbi ngu\u1ed3n \u01b0u th\u1ebf th\u00f4ng qua thu th\u1eadp, thao t\u00e1c, v\u00e0 l\u00e0m gi\u1ea7u kh\u1ed1i l\u01b0\u1ee3ng d\u1eef li\u1ec7u c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. V\u1edbi c\u00e1c c\u00f4ng ti v\u1eadn h\u00e0nh trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh m\u1edbi n\u00e0y, n\u01a1i \u0111\u1ed9ng c\u01a1 so s\u00e1nh gi\u00e1 c\u1ea3 \u0111ang \u0111\u01b0\u1ee3c l\u00e0m th\u00e0nh h\u00e0ng ho\u00e1 g\u1ea7n nhu cho m\u1ecdi th\u1ee9, qu\u1ea3n l\u00ed v\u00e0 l\u00e0m gi\u1ea7u d\u1eef li\u1ec7u s\u1ebd tr\u1edf th\u00e0nh nh\u00e2n t\u1ed1 th\u00e0nh c\u00f4ng m\u1ea5u ch\u1ed1t. B\u00ean ngo\u00e0i d\u1eef li\u1ec7u, ti\u1ec1m n\u0103ng c\u1ee7a mashup c\u1ee7a Web 2.0 s\u1ebd gi\u00fap m\u1edf r\u1ed9ng th\u00eam mi\u1ec1n kh\u00e1ch h\u00e0ng v\u00e0 giao t\u00e1c \u0111\u01b0\u1ee3c tham gia qua Web, t\u1ea1o kh\u1ea3 n\u0103ng cho c\u00e1c giao t\u00e1c ph\u1ee9c t\u1ea1p h\u01a1n c\u00f3 y\u00eau c\u1ea7u m\u1ee9c \u0111\u1ed9 \u0111\u00e1nh gi\u00e1 cao h\u01a1n. Khi c\u00e1c giao t\u00e1c Internet t\u0103ng v\u1ec1 ph\u1ea1m vi, kh\u00e1ch h\u00e0ng s\u1ebd y\u00eau c\u1ea7u m\u1ee9c \u0111\u1ed9 tham gia s\u00e2u h\u01a1n tr\u01b0\u1edbc khi cam k\u1ebft mua. McKinsey & Company th\u1ea5y nhu c\u1ea7u t\u0103ng l\u00ean n\u00e0y cho t\u01b0\u01a1ng t\u00e1c ng\u1ea7m \u1ea9n [1] l\u00e0 mi\u1ec1n then ch\u1ed1t n\u01a1i c\u00e1c mashups s\u1ebd t\u1ea1o kh\u1ea3 n\u0103ng cho qui tr\u00ecnh b\u00e1n t\u0103ng c\u01b0\u1eddng con ng\u01b0\u1eddi \u0111\u01b0\u1ee3c t\u1ef1 \u0111\u1ed9ng ho\u00e1 v\u00e0 \u0111\u01b0\u1ee3c \u0111\u1ed5i qui m\u00f4 qua Web.<\/p>\n
Trong khi tao kh\u1ea3 n\u0103ng cho kh\u00e1ch h\u00e0ng, c\u00e1c d\u1ecbch v\u1ee5 chuy\u1ec3n giao d\u1ef1a tr\u00ean Internet, m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u00e1c site \u0111ang m\u1edf r\u1ed9ng, v\u00e0 d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c l\u00e0m phong ph\u00fa s\u1ebd thay \u0111\u1ed5i m\u1ed9t s\u1ed1 kh\u00eda c\u1ea1nh c\u1ee7a c\u1ea1nh tranh trong nhi\u1ec1u ng\u00e0nh c\u00f4ng nghi\u1ec7p, h\u1ea7u nh\u01b0 kh\u00f4ng th\u1ec3 n\u00e0o ch\u00fang s\u1ebd t\u00e1c \u0111\u1ed9ng t\u1edbi c\u00e1c nh\u00e2n t\u1ed1 n\u1ec1n t\u1ea3ng, nh\u01b0 qui m\u00f4 hi\u1ec7u l\u1ef1c t\u1ed1i thi\u1ec1u, \u0111\u01b0\u1eddng cong kinh nghi\u1ec7m, r\u00e0o ch\u1eafn \u0111i\u1ec1u ch\u1ec9nh, hay s\u1ef1 m\u1ea1nh m\u1ebd v\u1ec1 v\u1ed1n. T\u1ea5t nhi\u00ean, c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p d\u1ef1a tr\u00ean m\u1ee9c \u0111\u1ed9 chi ti\u00eau v\u1ed1n ph\u00e1t tri\u1ec3n ph\u1ea7n m\u1ec1m cao nh\u01b0 c\u00e1i ng\u0103n c\u1ea3n \u0111i v\u00e0o c\u00f3 th\u1ec3 th\u00e0nh mong manh v\u1edbi nh\u1eefng k\u1ebb m\u1edbi v\u00e0o m\u00e0 chuy\u1ec3n giao c\u00e1c \u1ee9ng d\u1ee5ng mashup v\u00e0 SaaS c\u1ea1nh tranh t\u1eeb c\u01a1 s\u1edf chi ph\u00ed th\u1ea5p h\u01a1n. Chi ph\u00ed k\u1ebft c\u1ea5u n\u1ec1n kh\u00f4ng c\u00f2n l\u00e0 r\u00e0o c\u1ea3n, v\u00ec ch\u00fang d\u1ec5 d\u00e0ng b\u1ecb v\u01b0\u1ee3t qua do dung l\u01b0\u1ee3ng thu\u00ea bao hay qua vi\u1ec7c th\u00fac b\u1ea9y c\u00e1c t\u00e0i nguy\u00ean v\u00e0 c\u00f4ng c\u1ee5 c\u1ee7a ng\u01b0\u1eddi d\u00f9ng (nh\u01b0 CacheLogic l\u00e0m). C\u00e1c chi ph\u00ed kh\u00e1c c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c gi\u1ea3m b\u1edbt v\u1edbi s\u1ef1 h\u00e0i l\u00f2ng do ng\u01b0\u1eddi d\u00f9ng sinh ra v\u00e0 k\u1ebft c\u1ea5u n\u1ec1n ngu\u1ed3n m\u1edf, do v\u1eady cung c\u1ea5p c\u00e1c c\u01a1 h\u1ed9i th\u00eam cho nh\u1eefng ng\u01b0\u1eddi m\u1edbi v\u00e0o th\u1ecb tr\u01b0\u1eddng.<\/p>\n
V\u1edbi vi\u1ec7c n\u1ed5i l\u00ean c\u1ee7a Web 2.0, c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7 truy\u1ec1n th\u1ed1ng nh\u01b0 API t\u00e0i s\u1ea3n ri\u00eang \u00edt \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u1ef1c t\u1ebf, vi\u1ec7c m\u1edf c\u00e1c API c\u00f3 th\u1ec3 t\u1ea1o ra ngu\u1ed3n \u01b0u th\u1ebf t\u1ed1t h\u01a1n nhi\u1ec1u. Salesforce.com mang c\u1edd Web 2.0 \u0111i\u1ec3n h\u00ecnh cho vi\u1ec7c th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng \u01b0u th\u1ebf “k\u1ebb \u0111i \u0111\u1ea7u ti\u00ean” trong vi\u1ec7c m\u1edf API c\u1ee7a n\u00f3 v\u00e0 t\u1ea1o ra hi\u1ec7u qu\u1ea3 m\u1ea1ng c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m b\u1ed5 sung c\u1ee7a b\u00ean th\u1ee9 ba. Gi\u00e1 tr\u1ecb c\u1ee7a n\u1ec1n CRM c\u1ee7a Salesforce.com \u0111\u00e3 \u0111\u01b0\u1ee3c t\u0103ng l\u00ean \u0111\u00e1ng k\u1ec3 qua th\u1ecb tr\u01b0\u1eddng g\u1eafn th\u00eam b\u00ean th\u1ee9 ba c\u1ee7a c\u00f4ng ti; c\u00e0ng nhi\u1ec1u ng\u01b0\u1eddi tham gia v\u00e0o m\u1ea1ng, n\u1ec1n c\u1ee7a c\u00f4ng ti c\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb.<\/p>\n
T\u1ea5t nhi\u00ean, kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c h\u00e3ng \u0111\u1ec1u c\u00f3 th\u1ec3 l\u00e0 ng\u01b0\u1eddi \u0111\u1ea7u ti\u00ean v\u00e0o th\u1ecb tr\u01b0\u1eddng, v\u00e0 hi\u1ec7u qu\u1ea3 m\u1ea1ng ch\u1ec9 l\u00e0 m\u1ed9t tr\u00f2 ch\u01a1i chi\u1ebfn l\u01b0\u1ee3c — v\u00e0 do v\u1eady kh\u00f4ng th\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi m\u1ecdi t\u00ecnh hu\u1ed1ng. Ph\u00e1t tri\u1ec3n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c Web 2.0 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi t\u00ecnh hu\u1ed1ng duy nh\u1ea5t y\u00eau c\u1ea7u t\u01b0 duy r\u1ed9ng v\u00e0 n\u00ean b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c hi\u1ec3u n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean c\u1ed1t l\u00f5i c\u1ee7a t\u1ed5 ch\u1ee9c.<\/p>\n
Nhi\u1ec1u t\u1ed5 ch\u1ee9c l\u1ea5y c\u00e1i nh\u00ecn th\u1ecb tr\u01b0\u1eddng, b\u1eaft \u0111\u1ea7u h\u00ecnh th\u00e0nh chi\u1ebfn l\u01b0\u1ee3c b\u1eb1ng vi\u1ec7c h\u1ecfi c\u00e1c c\u00e2u h\u1ecfi nh\u01b0 “Ch\u00fang ta ph\u1ee5c v\u1ee5 th\u1ecb tr\u01b0\u1eddng n\u00e0o?” v\u00e0 “Ai l\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a ch\u00fang ta?” Ty nhi\u00ean, v\u1edbi c\u00e1c h\u00e3ng c\u00f3 qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng m\u1ea1i tr\u00ean Internet hay \u0111\u01b0\u1ee3c h\u1ed9i t\u1ee5 v\u00e0o ph\u1ea7n m\u1ec1m theo c\u00e1ch n\u00e0o \u0111\u00f3, vi\u1ec7c d\u00f9ng kh\u00e1ch h\u00e0ng l\u00e0m c\u01a1 s\u1edf c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c c\u00f3 th\u1ec3 th\u00e0nh v\u1ea5n \u0111\u1ec1.<\/p>\n
Trong th\u1ebf gi\u1edbi m\u00e0 s\u1ef1 \u01b0a chu\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng lu\u00f4n bi\u1ebfn \u0111\u1ed9ng, v\u00e0 n\u01a1i m\u00e0 c\u0103n c\u01b0\u1edbc kh\u00e1ch h\u00e0ng v\u00e0 c\u00f4ng ngh\u1ec7 ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng \u0111ang thay \u0111\u1ed5i, l\u1ea5y c\u00e1ch ti\u1ebfp c\u1eadn d\u1ef1a tr\u00ean t\u00e0i nguy\u00ean t\u1edbi chi\u1ebfn l\u01b0\u1ee3c c\u00f3 th\u1ec3 cung c\u1ea5p s\u1ef1 \u1ed5n \u0111\u1ecbnh t\u1ed1t h\u01a1n. Trong nh\u1eefng n\u0103m 1990, c\u00e1i nh\u00ecn d\u1ef1a tr\u00ean t\u00e0i nguy\u00ean c\u1ee7a h\u00e3ng \u0111\u00e3 l\u00e0m m\u1ea1nh th\u00eam t\u00ednh ph\u1ed5 bi\u1ebfn khi ng\u01b0\u1eddi \u0111i\u1ec1u h\u00e0nh th\u1ea5y r\u1eb1ng vi\u1ec7c x\u00e1c \u0111\u1ecbnh h\u00e3ng d\u01b0\u1edbi d\u1ea1ng c\u00e1i g\u00ec l\u00e0 kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n c\u1ee7a n\u00f3 \u0111\u00e3 l\u00e0m n\u1ea3y sinh k\u1ebft qu\u1ea3 trong chi\u1ebfn l\u01b0\u1ee3c th\u00e0nh c\u00f4ng nhi\u1ec1u, khi \u0111\u01b0\u1ee3c \u0111o b\u1eb1ng k\u1ebft qu\u1ea3, h\u01a1n l\u00e0 l\u1ea5y c\u00e1i nh\u00ecn th\u1ecb tr\u01b0\u1eddng r\u1ed9ng h\u01a1n.<\/p>\n
T\u1ea5t nhi\u00ean, ngay c\u1ea3 c\u00e1c doanh nghi\u1ec7p c\u00f3 hi\u1ec3u bi\u1ebft k\u0129 thu\u1eadt s\u1ebd hi\u1ebfm khi c\u00f3 t\u00e0i nguy\u00ean v\u00e0 n\u0103ng l\u1ef1c \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u \u0111\u1ec3 chi\u1ebfm \u01b0u th\u1ebf ngay c\u1ee7a to\u00e0n b\u1ed9 hi\u1ec7n t\u01b0\u1ee3ng Web 2.0. \u0110i\u1ec1u quan tr\u1ecdng h\u01a1n, c\u00f3 nhi\u1ec1u doanh nghi\u1ec7p kh\u00f4ng quan t\u00e2m tr\u1edf th\u00e0nh c\u00e1c c\u00f4ng ti Web 2.0. B\u1ea5t k\u1ec3 t\u1edbi m\u1ed1i quan t\u00e2m c\u1ee7a t\u1ed5 ch\u1ee9c t\u1edbi Web 2.0, vi\u1ec7c \u0111\u00e1nh gi\u00e1 n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean b\u00ean trong ho\u00e0n c\u1ea3nh c\u1ee7a m\u00f4i tr\u01b0\u1eddng Web 2.0 c\u00f3 th\u1ec3 gi\u00fap cho c\u00f4ng ti nh\u1eadn ra b\u1ea5t k\u00ec \u0111i\u1ec3m m\u1ea1nh hay \u0111i\u1ec3m y\u1ebfu n\u00e0o m\u00e0 c\u00f3 th\u1ec3 c\u00f3 t\u00e1c \u0111\u1ed9ng d\u00e0i h\u1ea1n n\u1ebfu th\u1ecb tr\u01b0\u1eddng ti\u1ebfp t\u1ee5c \u0111i theo xu h\u01b0\u1edbng Web 2.0.<\/p>\n
Salesforce.com \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp n\u0103m 1999 v\u1edbi t\u1ea7m nh\u00ecn v\u1ec1 chuy\u1ec3n giao c\u00e1c \u1ee9ng d\u1ee5ng d\u1ef1a tr\u00ean Internet; ti\u1ebfp sau \u0111\u00f3, h\u00e3ng \u0111\u00e3 ph\u00e1t tri\u1ec3n n\u0103ng l\u1ef1c v\u00e0 thu nh\u1eadn hay ph\u00e1t tri\u1ec3n t\u00e0i nguy\u00ean \u0111\u1ec3 h\u1ed7 tr\u1ee3 cho t\u1ea7m nh\u00ecn \u0111\u00f3. May m\u1eafn, vi\u1ec7c nh\u00ecn xa c\u1ee7a ng\u01b0\u1eddi s\u00e1ng l\u1eadp \u0111\u00e3 c\u00f3 hi\u1ec7u l\u1ef1c, v\u00e0 doanh nghi\u1ec7p b\u00e2y gi\u1edd chi\u1ebfm v\u1ecb tr\u00ed t\u1ed1t trong m\u00f4i tr\u01b0\u1eddng Web 2.0.<\/p>\n
Salesforce.com \u0111\u00e3 l\u1ea5y \u01b0u th\u1ebf c\u1ee7a n\u0103ng l\u1ef1c t\u1ed5ng th\u1ec3 c\u1ee7a n\u00f3 v\u00e0 \u0111i theo xu h\u01b0\u1edbng n\u00e0y r\u1ea5t t\u1ed1t. C\u00f4ng ti \u0111\u00e3 \u0111\u1ea1t t\u1edbi v\u00e0 t\u1ea1o ra kh\u00eda c\u1ea1nh c\u1ed9ng \u0111\u1ed3ng c\u1ee7a doanh nghi\u1ec7p qua c\u00e1c \u1ee9ng d\u1ee5ng b\u1ed5 sung ph\u00e1t tri\u1ec3n c\u1ed9ng \u0111\u1ed3ng, c\u00e1c blogs, v\u00e0 c\u00e1c x\u00eamina c\u1ed9ng \u0111\u1ed3ng r\u1ed9ng h\u01a1n v\u00e0 tham gia v\u00e0o c\u00e1c bi\u1ebfn c\u1ed1.<\/p>\n
T\u01b0\u01a1ng ph\u1ea3n l\u1ea1i, Sage, nh\u00e0 xu\u1ea5t b\u1ea3n c\u00e1c \u1ee9ng d\u1ee5ng CRM Act! v\u00e0 SalesLogix, c\u00f3 g\u1ed1c r\u1ec5 trong ph\u1ea7n m\u1ec1m b\u00f3 g\u00f3i, n\u01a1i c\u00e1c t\u1ed5 ph\u00e1t tri\u1ec3n \u1ee9ng d\u1ee5ng, hi\u1ec7n di\u1ec7n b\u00e1n l\u1ebb, qu\u1ea3n l\u00ed k\u00eanh, v\u00e0 c\u00e1c t\u1ed5 h\u1ed7 tr\u1ee3 l\u1edbn \u0111\u00e3 l\u00e0 ng\u01b0\u1eddi d\u1eabn l\u00e1i th\u00e0nh c\u00f4ng. \u0110\u1ec3 \u0111\u00e1p \u1ee9ng v\u1edbi nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng, c\u00f4ng ti \u0111\u00e3 ph\u00e1t tri\u1ec3n phi\u00ean b\u1ea3n c\u00f3 kh\u1ea3 n\u0103ng Internet c\u1ee7a Act!, nh\u01b0ng n\u00f3 \u0111\u00e3 kh\u00f4ng theo \u0111u\u1ed5i c\u00e1c kh\u00eda c\u1ea1nh quan tr\u1ecdng kh\u00e1c c\u1ee7a Web 2.0.<\/p>\n
So s\u00e1nh n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a hai \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh n\u00e0y ch\u1ec9 ra c\u00e1ch thay \u0111\u1ed5i th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 l\u00e0m y\u1ebfu m\u1ed9t v\u1ecb th\u1ebf chi\u1ebfn l\u01b0\u1ee3c c\u00f3 th\u1eddi \u0111\u00e3 l\u00e0 m\u1ea1nh (xem H\u00ecnh 1 v\u00e0 2) b\u1eb1ng vi\u1ec7c n\u00e2ng t\u1ea7m quan tr\u1ecdng c\u1ee7a c\u00e1c n\u0103ng l\u1ef1c kh\u00e1c. Tr\u01b0\u1edbc khi th\u1ea3o lu\u1eadn v\u1ec1 hai c\u00f4ng ti n\u00e0y, ch\u00fang t\u00f4i mu\u1ed1n n\u00f3i r\u1eb1ng m\u1ee5c \u0111\u00edch c\u1ee7a so s\u00e1nh n\u00e0y kh\u00f4ng ph\u1ea3i l\u00e0 n\u00f3i c\u00f4ng ti n\u00e0y t\u1ed1t h\u01a1n c\u00f4ng ti kia. Thay v\u00ec th\u1ebf, n\u00f3 l\u00e0m s\u00e1ng t\u1ed5 c\u00e1ch c\u00e1c nh\u00e2n t\u1ed1 \u0111\u01b0\u1ee3c coi l\u00e0 quan tr\u1ecdng trong Web 2.0 \u0111\u00e3 d\u1ecbch chuy\u1ec3n c\u00e2n b\u1eb1ng quy\u1ec1n l\u1ef1c xa kh\u1ecfi c\u00e1c c\u00f4ng ti c\u1ea5p ph\u00e9p ph\u1ea7n m\u1ec1m truy\u1ec1n th\u1ed1ng.<\/p>\n
<\/p>\n
H\u00ecnh 1 — Ph\u00e2n t\u00edch c\u1ee7a Sage Act! v\u1ec1 n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean c\u1ee7a Web 2.0.<\/p>\n
<\/p>\n
H\u00ecnh 2 — Ph\u00e2n t\u00edch c\u1ee7a Salesforce.com v\u1ec1 n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean c\u1ee7a Web 2.0.<\/p>\n
B\u1eb1ng vi\u1ec7c so s\u00e1nh s\u1ee9c m\u1ea1nh t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a c\u00f4ng ti v\u1edbi t\u1ea7m quan tr\u1ecdng c\u1ee7a nh\u1eefng s\u1ee9c m\u1ea1nh \u0111\u00f3 trong th\u1ecb tr\u01b0\u1eddng, \u0111i\u1ec1u r\u00f5 r\u00e0ng l\u00e0 s\u1ee9c m\u1ea1nh tr\u01b0\u1edbc \u0111\u00e2y l\u00e0 m\u1ea5u ch\u1ed1t cho th\u00e0nh c\u00f4ng trong th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb b\u1ecb b\u00f3 co l\u1ea1i \u0111\u00e3 tr\u1edf th\u00e0nh th\u1eeba kh\u00f4ng c\u1ea7n thi\u1ebft trong m\u00f4i tr\u01b0\u1eddng Web 2.0. H\u01a1n n\u1eefa, c\u00e1c n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean c\u00f3 th\u1eddi \u0111\u01b0\u1ee3c coi l\u00e0 kh\u00f4ng li\u00ean quan c\u00f3 th\u1ec3 nhanh ch\u00f3ng tr\u1edf th\u00e0nh \u0111i\u1ec3m y\u1ebfu. Ph\u00e2n t\u00edch v\u1ec1 n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean c\u1ee7a Sage nh\u1eadn di\u1ec7n s\u1ef1 d\u1ecbch chuy\u1ec3n t\u01b0\u01a1ng \u0111\u1ed1i quan tr\u1ecdng sang m\u00f4i tr\u01b0\u1eddng Web 2.0 v\u00e0 ph\u01a1i b\u1ea7y nhi\u1ec1u \u0111i\u1ec3m y\u1ebfu, l\u00e0m s\u00e1ng t\u1ecf c\u00e1c \u0111e do\u1ea1 t\u1eeb nh\u1eefng k\u1ebb c\u1ea1nh tranh Web 2.0. T\u00e0i nguy\u00ean v\u00e0 n\u0103ng l\u1ef1c c\u1ee7a c\u00f4ng ti \u0111\u01b0\u1ee3c gi\u00f3ng th\u1eb3ng t\u1ed1t h\u01a1n nhi\u1ec1u v\u1edbi th\u00e0nh c\u00f4ng trong th\u1ecb tr\u01b0\u1eddng ph\u1ea7n m\u1ec1m b\u1ecb b\u00f3 co l\u1ea1i truy\u1ec1n th\u1ed1ng, n\u01a1i c\u00e1c k\u00eanh b\u00e1n, s\u1ef1 hi\u1ec7n di\u1ec7n b\u00e1n l\u1ebb, t\u1ed5 b\u00e1n h\u00e0ng, v\u00e0 h\u1ed7 tr\u1ee3 l\u00e0 quan tr\u1ecdng. V\u1ea5n \u0111\u1ec1 cho Sage l\u00e0, l\u00e0m sao nh\u1eefng n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c gi\u00f3ng th\u1eb3ng t\u1ed1t h\u01a1n t\u1edbi vi\u1ec7c l\u00e0m t\u1ed1i \u0111a thu h\u1ed3i v\u1ed1n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong to\u00e0n c\u00f4ng ti m\u00e0 xu h\u01b0\u1edbng Web 2.0 s\u1ebd chi ph\u1ed1i th\u1ecb tr\u01b0\u1eddng?<\/p>\n
T\u01b0\u01a1ng ph\u1ea3n l\u1ea1i, Salesforce.com cung c\u1ea5p m\u1ed9t v\u00ed d\u1ee5 m\u1ea1nh v\u1ec1 t\u1ed5 ch\u1ee9c gi\u00f3ng th\u1eb3ng th\u00e0nh c\u00f4ng n\u0103ng l\u1ef1c v\u00e0 t\u00e0i nguy\u00ean c\u1ee7a n\u00f3 v\u1edbi th\u1ecb tr\u01b0\u1eddng Web 2.0, \u0111\u00f3 l\u00e0 l\u00ed do t\u1ea1i sao ch\u00fang t\u00f4i \u0111\u00e3 d\u00f9ng n\u00f3 nh\u01b0 tr\u01b0\u1eddng h\u1ee3p tham chi\u1ebfu trong v\u00ed d\u1ee5 c\u1ee7a ch\u00fang t\u00f4i.<\/p>\n
Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ti \u0111\u1ec1u c\u00f3 th\u1ec3 bi\u1ebfn \u0111\u1ed5i th\u00e0nh c\u00f4ng ti Web 2.0 qua \u0111\u00eam — kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ti \u0111\u1ec1u c\u00f3 ham mu\u1ed1n n\u00e0y. Nh\u01b0ng m\u1ecdi c\u00f4ng ti \u0111\u1ec1u ph\u1ea3i xem x\u00e9t t\u1edbi t\u00e1c \u0111\u1ed9ng c\u1ee7a Web 2.0 l\u00ean chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u1ee7a m\u00ecnh v\u00e0 ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch \u0111\u1ec3 hi\u1ec3u t\u1ed1t h\u01a1n c\u00e1ch n\u00f3 c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng \u01b0u th\u1ebf c\u1ee7a Web 2.0.<\/p>\n
C\u00e1c c\u01a1 h\u1ed9i t\u1ed3n t\u1ea1i \u0111\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb b\u1eb1ng c\u00e1ch khai th\u00e1c xu h\u01b0\u1edbng v\u00e0 c\u00f4ng ngh\u1ec7 Web 2.0 nh\u01b0 ph\u00e2n t\u00edch m\u1ea1ng x\u00e3 h\u1ed9i, c\u1ed9ng t\u00e1c tri th\u1ee9c t\u1eadp th\u1ec3 (nh\u01b0, wikis v\u00e0 kh\u00f4ng gian ngang quy\u1ec1n), gh\u00e9p n\u1ed1i kh\u00e1ch h\u00e0ng r\u1ed9ng (nh\u01b0, qua blogs), v\u00e0 SaaS (d\u1eabn t\u1edbi tr\u1ed9n l\u1eabn v\u00e0 \u1ee9ng d\u1ee5ng h\u1ee3p th\u00e0nh). Web 2.0 c\u0169ng tr\u00ecnh ra r\u1ee7i ro. Trong m\u00f4i tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i, ng\u01b0\u1eddi mua \u0111\u00e3 t\u0103ng quy\u1ec1n l\u00ean v\u00e0 \u0111\u00f2i h\u1ecfi c\u00e1c d\u1ecbch v\u1ee5 tr\u1ef1c tuy\u1ebfn phong ph\u00fa h\u01a1n, th\u00edch nghi nhi\u1ec1u h\u01a1n; tr\u1eeb phi c\u00e1c nh\u00e0 cung c\u1ea5p c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 d\u00ednh l\u00edu m\u1ea1nh, th\u00ec ng\u01b0\u1eddi mua m\u1edbi c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng chuy\u1ec3n sang.<\/p>\n
Ch\u00fang ta h\u00e0i l\u00f2ng r\u1eb1ng c\u00e1c c\u00f4ng ti \u00edt nh\u1ea5t c\u0169ng ph\u1ea3i th\u1eeba nh\u1eadn v\u00e0 xem x\u00e9t nh\u1eefng xu h\u01b0\u1edbng v\u00e0 c\u00f4ng ngh\u1ec7 n\u00e0y, b\u1edfi v\u00ec s\u00e2n ch\u01a1i \u0111\u00e3 d\u1ecbch chuy\u1ec3n r\u1ea5t c\u00f3 \u00fd ngh\u0129a. C\u00e1c h\u00e3ng th\u00e0nh c\u00f4ng \u0111ang th\u1ef1c hi\u1ec7n nh\u1eefng gi\u1ea3i ph\u00e1p t\u1ed1t h\u01a1n, t\u1ea1o ra gi\u00e1 tr\u1ecb kh\u00e1ch h\u00e0ng, v\u00e0 duy tr\u00ec kh\u00e1ch h\u00e0ng qua vi\u1ec7c l\u00e0m gi\u1ea7u d\u1eef li\u1ec7u ng\u01b0\u1eddi d\u00f9ng. Ph\u00e2n t\u00edch n\u0103ng l\u01b0\u1ee3ng v\u00e0 t\u00e0i nguy\u00ean l\u00e0 c\u00e1ch m\u1ea1nh m\u1ebd \u0111\u1ec3 th\u00e1m hi\u1ec3m c\u00e1ch th\u1ecb tr\u01b0\u1eddng \u0111\u1eb7t gi\u00e1 tr\u1ecb m\u1edbi l\u00ean t\u00e0i s\u1ea3n c\u00f4ng ti m\u00e0 \u0111\u00e3 d\u1eabn t\u1edbi th\u00e0nh c\u00f4ng trong qu\u00e1 kh\u1ee9. C\u00e1c c\u00f4ng ti \u0111ang \u0111\u01b0\u1ee3c quarng c\u00e1o tr\u00ean Internet v\u00e0 th\u1ecb tr\u01b0\u1eddng ph\u1ea7n m\u1ec1m — v\u00e0 ham mu\u1ed1n qu\u1ea3ng c\u00e1o th\u00eam v\u1edbi Web 2.0 — n\u00ean l\u1ea5y th\u1eddi gian \u0111\u1ec3 xem x\u00e9t t\u1edbi t\u00e1c \u0111\u1ed9ng c\u1ee7a thay \u0111\u1ed5i trong m\u00f4i tr\u01b0\u1eddng v\u00e0 \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a h\u1ecd t\u01b0\u01a1ng \u1ee9ng.<\/p>\n
<\/p>\n
<\/p>\n
—-English version—-<\/p>\n
\u00a0<\/b><\/p>\n
The Impact of Web 2.0 on <\/b>Enterprise<\/b> Strategy<\/b><\/p>\n
by David Rowe and Cassian Drew<\/p>\n
<\/p>\n
Once dismissed as a vacuous Silicon Valley buzzword, Web 2.0 is gradually becoming recognized as an important collection of technologies, business strategies, and social trends. In our next issue, we will discuss the technologies and concepts that underlie Web 2.0 \u2014 and what they mean for the enterprise. Learn how to resolve vexing issues of online trust, identity, and reputation so your organization and its customers don\u2019t fall prey to online fraud. Discover how you can use Web 2.0 techniques to enrich your enterprise BI applications, leading to increased user adoption and greater application “intelligence.” And find out how you can form and sustain a vibrant product community that will improve your ability to deliver the right software at the right time. The “next new thing” is here \u2014 is your organization ready to take advantage of it?<\/p>\n
Through a natural technological and business evolution of the dot-com era, the Web today is clearly different to the Web five years ago. Whatever we call it, there are new opportunities in the marketplace for startups and enterprises alike. Rather than a hollow moniker, “Web 2.0” encapsulates a number of trends that illustrate a significant shift in the behaviors of developers, consumers, and businesses. This, coupled with the fact that Web 2.0 is being discussed so broadly, creates an opportunity to step back, review some of the bigger questions, and explore how Web 2.0 may impact strategy.<\/p>\n
When considering strategy, we have taken the contemporary view that strategy is not about planning, it is about identifying the best alignment of an enterprise’s capabilities and resources with the external environment [8]. In this article, we consider the key Web 2.0 trends within the Internet environment, within the enterprise, and within the commercial environment. We then explore the process of assessing enterprise capabilities and resources with a view to understanding how an enterprise can take advantage of emerging opportunities.<\/p>\n
There are many definitions of Web 2.0, but Tim O’Reilly’s seminal article “What Is Web 2.0” [18] provides the logical starting point. O’Reilly coined the phrase Web 2.0 upon observing that the Web, far from having “crashed” in 2001, is more important than ever, and its evolution toward a more ubiquitous medium that has encompassed more and more people and applications only adds to its momentum. However, Tim Berners-Lee, the man credited with inventing the World Wide Web, recently contributed to the debate by debunking Web 2.0 as “useless jargon” [16]. Nonetheless, he does agree with the empowering effect of the Web and its ability to connect people and facilitate new kinds of collaboration. For our part, we recommend that you review the definition of Web 2.0 featured in Wikipedia [22]. Regardless of hype, businesses that retain the 1990s notion of “Internet” and “online” are less likely to identify threats and opportunities in the evolving Web 2.0 environment.<\/p>\n
Like open source software, Web 2.0 has seemed to rise from the will of the masses. A common synonym for Web 2.0 is the “participatory Web” [16], a term that emphasizes the tools and platforms that enable users to blog, tag, comment, modify, augment, rank, and generally refer back to the contributions of others. Indeed, many commentaries focused on Web 2.0 in the enterprise argue that blogs and wikis may well supplant other communication and knowledge management systems because of their superior ability to capture tacit knowledge, best practices, and relevant experiences throughout an organization [17]. The accumulated knowledge of its people is widely regarded as an enterprise’s most valuable asset, and Web 2.0 tools such as these can actively (and voraciously) capture corporate memory, even from those who have retired or moved on.<\/p>\n
In a Web 2.0 world, it is also critical to think outside the organization. The spontaneous combustion of a Dell laptop in Japan coupled with a community of interconnected, communicative buyers had an immediate impact on the multinational — and the incident was soon etched in the collective knowledgebase of Wikipedia [3].<\/p>\n
Another key Web 2.0 effect is the rise of online services rather than packaged software [16]. Resulting business models offer Web services interfaces and content syndication along with the reuse of other data services where possible. Google is a prominent example of Web services delivery.<\/p>\n
Lightweight programming models have emerged that allow for loosely coupled systems and the potential for composite applications, in which complementary data and services are brought together in a single online application — often called a “mashup.” This is not dissimilar to the service-oriented architecture (SOA) approach, a much-applauded enterprise development objective. When you strip away the hype, this simply amounts to implementing tangible services and making them available in a distributed fashion behind well-defined APIs according to business needs and objectives.<\/p>\n
To this end, the key requirement for the enterprise (as opposed to a consumer Web 2.0 application) is that the APIs and the services behind them are likely to require an agreed quality of service. We explore this issue further below.<\/p>\n
Ajax (Asynchronous JavaScript and XML) is a key technical enabler for Web 2.0, delivering responsive and interactive Web pages without the delays and overheads associated with traditional Web programming. If you have used Pageflakes, Google Maps, or Microsoft’s Outlook Web Access (OWA), you’re already familiar with the power of Ajax. While Pageflakes is a largely consumer-focused application, Google Maps delivers real business value by enabling third parties to access its database of information and maps, via published APIs, to create new, richer applications (such as real estate pricing company housingmaps.com).<\/p>\n
Ajax helps bring together disparate services to deliver the rich, browser-based experience that is often associated with Web 2.0 applications. For the enterprise, OWA is possibly the first and most widely deployed enterprise-ready example of Ajax. Initially developed in the late 1990s, OWA now has 70-80 million users (representing approximately 70% of deployed Exchange mailboxes) in many Fortune 500 companies.<\/p>\n
In parallel to the overall Web 2.0 debate, industry commentators and analysts are also split on the definition of Web 2.0 for the enterprise. One commentator maintains that “Enterprise Web 2.0 = SOA” [2]. Some focus on the seepage of consumer Web 2.0 technologies (such as VOIP) into the enterprise [12]. Others focus on the trends associated with social networking, collaboration, and self-expression [17]. Indeed, Wikipedia contributors have embedded “Enterprise 2.0” within the “Enterprise social software” entry [5].<\/p>\n
We believe that Web 2.0 for the enterprise incorporates each of these aspects and is consequently larger than each of the parts. It is also an evolving field. Gartner’s recent report on emerging technologies places Web 2.0 at the peak of its hype cycle, stating that “Web 2.0 technologies and business models dominate emerging technologies” [6]. The report also points out that Web 2.0 in the enterprise is only just beginning to happen, predicting that some aspects will not be “enterprise ready” for another 12-18 months. However, many enabling technologies are already well established and are finding their way successfully into the enterprise.<\/p>\n
Web 2.0 for the enterprise is the intelligent application of the Web-based trends discussed thus far. For the CIO, Web 2.0 also consists of iterative development, regular application updates, and hosted services. Here we will focus on three key aspects and show how they are enabled in the enterprise, with explicit references to leading solution providers.<\/p>\n
Enterprise Wikis<\/p>\n
Dresdner Kleinwort Wasserstein, the Europe-based investment banking division of Dresdner Bank, started its first wiki in 1997. Its design team now uses it to track the completion of its Web-based projects in real time. In addition, a wing of the bank’s equity financing team uses a wiki to supplement e-mail, thus eliminating the need to sift through inboxes [4]. Market watchers cite other early wiki adopters, including Symantec and Walt Disney [13], while Gartner predicts that by 2009, 50% of companies will have adopted the wiki as a collaboration tool [6].<\/p>\n
Well-regarded corporate wiki providers include Socialtext and JotSpot. Both companies have current implementations in the Fortune 500 environment, with JotSpot aiming to ease enterprise users into the wiki experience by adding a suite of familiar, Microsoft Office-like tools to enhance productivity and uptake. Microsoft also delivers wiki functionality to the enterprise via its Windows SharePoint Services (a set of Windows Server 2003 features), which provide rich collaboration tools, including team workspaces, RSS, and blogging.<\/p>\n
Corporate Blogging<\/p>\n
Corporate blogging has also become more widely acknowledged. Ex-Microsoft employee Robert Scoble has long been blogging [21], and we now see executives from Sun Microsystems and General Motors contributing to the “blogosphere.” Unlike wikis, blogs are more suited to engaging in a dialogue with a broader — often external — audience. This form of communication has its pros and cons, and organizations need to strike a balance between sanitized corporate communications and open, so-called naked, dialogue [20].<\/p>\n
Despite the benefits of having a more open dialogue with the industry and your customers (Scoble’s efforts are widely credited with putting a more human face on the world’s largest software company), the ROI of blogging is difficult to quantify. There are also inherent risks to blogging, such as negative PR from unhappy bloggers, untimely information leakage, and defamation liability through unmonitored corporate channels. In response to these factors, each company needs to evaluate whether or not blogging fits its model and how blogging should be managed.<\/p>\n
Social Networking<\/p>\n
Gartner highlights social network analysis as another significant Web 2.0-related enterprise IT trend [6]. In contrast to consumer social networking sites such as the teenage favorite MySpace.com, business-focused sites such as Visible Path and LinkedIn have proven themselves by helping establish sales leads and hiring prospects from the collective contacts of colleagues [19]. After all, businesses are simply networks formed to make or sell something, and “relationship capital” is gaining in credibility.<\/p>\n
Open BC\/XING represents the largest network of European professionals, and the site is also credited with offering possibly the first feasible commercial model for a social networking company. Currently in beta is Cogenz, a UK-based enterprise social bookmarking company aiming to emulate the consumer success of del.icio.us. And Microsoft is putting an intranet twist on social networking with its upcoming release of Office SharePoint Server 2007, which includes a social networking component that uses information about your organization responsibilities, skills, and electronic communications to help identify colleagues with common interests and responsibilities or complementary expertise.<\/p>\n
Implementing enterprise applications as a service, publishing their interfaces via well-established Internet standards (i.e., APIs utilizing XML and REST), and developing composite applications (i.e., enterprise mashups) are all technically feasible now with skills that are already available [9]. Furthermore, McKinsey concluded in a recent industry report that SaaS (the predominant Web 2.0 delivery method) has already gained traction in a number of enterprise application areas — such as payroll, human capital management, CRM, conferencing, procurement, logistics, information services, and e-commerce — and should make gains across a much broader cross-section of applications over the next three years [1]. IBM is also seeing a growing interest in and demand for enterprise mashups. The company recently defined a framework that uses Web services and wiki technology to allow people to create customized applications in less than five minutes [14].<\/p>\n
Combined, these trends point toward lightweight, composite applications that efficiently combine data and services from multiple services and applications, requiring only a minimal amount of additional code. There are many examples of tangible enterprise mashups — even if they don’t officially go by that label. Four years ago, Microsoft UK developed a composite application that securely combined employee data with externally supplied (and managed) payroll data from Sage, a leading UK accounting and payroll solution provider, so employees could complete their tax returns online and then post them directly to the UK government’s online self-assessment service. A more recently documented success is Sprint Nextel’s mashup experience. Born out of a long-running SOA strategy, Sprint’s mashups allowed the company to efficiently implement such applications as an online dealer location service that combined mapping information with registered dealer data. The company attributes its success with mashups to the time spent developing appropriate policies and a platform that ensured quality of service [10].<\/p>\n
A recent review by Web 2.0 industry commentator Dion Hinchcliffe found very few good-quality tools for building enterprise mashups [11]. The only tool highlighted was Data Mashups, a drag-and-drop visual Web application builder that was selected for its conceptual ease of use (it was, however, still in beta when we wrote this article). A more recent review finds development applications such as Nexaweb, which already boasts a strong list of reference customers, including Siemens and the global investment bank Jefferies & Company.<\/p>\n
IBM is working on a project called QEDwiki (quick and easily done wiki) with which businesspeople can develop their own Web pages by dragging and dropping components onto a pallet [7]. Focused on delivering quick and powerful “application wikis,” such as a salesperson’s dashboard, the project was announced in November 2005 and again previewed in April 2006 [15]. With a similar focus on self-built composite information views, Microsoft Office SharePoint Server 2007 enables drag and drop of Web Parts1 that integrate with enterprise data repositories and Web services to mash up data and information relevant to the user. Development of these Web Parts is done using typical development environments such as Microsoft Visual Studio 2005.<\/p>\n
As for the development of bespoke, in-browser applications, Ajax remains the de facto standard. Many early adopters developed their own Ajax libraries and focused on the use of open source frameworks. Challenges with this environment included security, integrity, and testing. More advanced commercial platforms are available from vendors such as Tibco, JackBe, or Backbase. The Ruby on Rails Web development framework introduces its own language, Ruby, with a focus on Web programmer productivity. However, it is likely that the larger vendors, such as Microsoft with its Atlas project and Sun with its Java EE, Ajax will ultimately win over a large portion of the enterprise developer community, particularly when each vendor fully integrates these efforts into its development platforms.<\/p>\n
Since its conception, the Internet has matured from directed information provision to a user-driven economic and social community powered by a more pervasive platform. Consequently, most organizations have had to consider the strategic impact of the changing landscape and available enabling technologies.<\/p>\n
Along with the ability to communicate, collaborate, and publish, buyers now have the power to actively discriminate against brands. Product marketing and pricing have become more transparent, and the corporation no longer controls PR. Buyers both at the consumer and B2B levels have increased power through enriched engagement in online communities and have access to cost structures and other customer feedback. While this has not consolidated buyer groups or increased purchasing power, immediate and topical global communication between buyers does create a strong position.<\/p>\n
In a Web 2.0 world, buyers also enjoy increased power through their ability to switch vendors at little or no cost. Services over the Internet is a strong Web 2.0 theme, and as buyers continue to adopt SaaS, organizations are likely to experience higher customer churn than in the traditional licensing and installation market. To combat customers’ greater propensity to switch and the increased ease of doing so, organizations will have to build alternative “barriers to exit” in order to minimize customer churn. Fortunately for the consumer, such barriers are likely to involve enriched customer engagements, innovation aimed at increasing customer value, and higher levels of customer intimacy through data retention and analytics. Amazon.com’s one-click model is a simple example — even the hassle of retyping your address and Visa card number on a competitor’s checkout is a switching barrier.<\/p>\n
It is clear that in the Web 2.0 world, data is key, whether it is customer-based or proprietary. Many, if not all, successful Web 2.0 companies achieve sources of advantage through the collection, manipulation, and enrichment of data important to the user. For companies operating in this new competitive environment, where price comparison engines are commoditizing almost everything, data management and enrichment will become the key critical success factor. Beyond data, Web 2.0’s mashup potential will help broaden the range of customers and transactions engaged through the Web, enabling more complex transactions that require a high level of judgment. As Internet transactions increase in scope, customers will require a deeper level of engagement before committing to a purchase. McKinsey & Company sees this increased need for tacit interaction [1] as a key area where mashups will enable existing people-intensive sales processes to be automated and scaled through the Web.<\/p>\n
While customer enablement, Internet-delivered services, a broadening market of sites, and enriched data will change some aspects of competition in many industries, it is unlikely that they will impact fundamental factors, such as minimum efficient scale, experience curves, regulatory barriers, or capital intensity. Of course, industries that rely on high levels of software development capital expenditure as an entry deterrent could be vulnerable to new entrants that deliver competing SaaS and mashup applications from a lower cost base. Infrastructure costs are no longer barriers, as they are easily overcome through leased capacity or through leveraging user resources and tools (such as CacheLogic does). Other costs can be reduced with user-generated content and open source infrastructure, thus providing further opportunities for new market entrants.<\/p>\n
With the emergence of Web 2.0, traditional defensive strategies such as proprietary APIs are less accepted in the market. In fact, opening up APIs could produce a far better source of advantage. Web 2.0 flag carrier Salesforce.com exemplifies successful execution of a “first mover” advantage in opening up its API and creating a network effect of third-party complementary products. The value of the Salesforce.com CRM platform has been significantly increased through the company’s third-party add-on marketplace; the more participants in the network, the more valuable the company’s platform.<\/p>\n
Of course, not all firms can be first to market, and the network effect is only one strategic play — and thus unlikely to suit every situation. Developing an effective Web 2.0 strategy to suit a unique situation requires broad thinking and should begin with an understanding of the organization’s core capabilities and resources.<\/p>\n
Many organizations take a market view, beginning strategy formulation by asking questions such as “Which markets do we serve?” and “Who are our customers?” However, for firms that have commercial exposure to the Internet or are focused on software in some way, using customers as the basis of strategy can be problematic.<\/p>\n
In a world where customer preferences are volatile, and where customer identity and the technologies that serve customers are changing, taking a resource-based approach to strategy can provide better stability. In the 1990s, the resource-based view of the firm strengthened in popularity as executives found that defining a firm in terms of what it was capable of doing resulted in a more successful strategy, as measured by outcomes, than taking a broad market view.<\/p>\n
Of course, even technically savvy businesses will rarely have the required resources and capabilities to take immediate advantage of the entire Web 2.0 phenomenon. More importantly, there are many businesses that are not interested in becoming Web 2.0 companies. Regardless of the organization’s interest in Web 2.0, assessing capabilities and resources within the context of a Web 2.0 environment can help a company spot any key strengths or weaknesses that may have a longer-term impact should the market continue to follow Web 2.0 trends.<\/p>\n
Salesforce.com was founded in 1999 with the vision of delivering Internet-based applications; subsequently, the firm developed capabilities and acquired or developed resources to support that vision. Fortunately, the founder’s foresight has paid off, and the business is now well positioned in the Web 2.0 environment.<\/p>\n
Salesforce.com has taken advantage of its overall capability and followed the trends well. The company has reached out and created a strong community facet of the business through community-developed complementary applications, blogs, and broader community seminars and engagement events.<\/p>\n
By contrast, Sage, publishers of CRM applications Act! and SalesLogix, has roots in shrink-wrapped software, where application development, retail presence, channel management, and large support teams have been success drivers. In response to market demand, the company has developed an Internet-enabled version of Act!, but it has not pursued other important aspects of Web 2.0.<\/p>\n
Comparing these two competitors’ relative capabilities and resources shows how changing markets can weaken a once-strong strategic position (see Figures 1 and 2) by elevating the importance of different capabilities. Before discussing the two companies, we would like to say that the objective of this comparison is not to say that one company is better than the other. Rather, it is to highlight the way factors considered important in Web 2.0 have shifted the power balance away from traditional software licensing companies.<\/p>\n
<\/p>\n
Figure 1 — Sage Act! Web 2.0 capabilities and resources analysis.<\/p>\n
<\/p>\n
Figure 2 — Salesforce.com Web 2.0 capabilities and resources analysis.<\/p>\n
By comparing the relative strengths of a company to the importance of those strengths in a marketplace, it is clear that strengths formerly critical to success in the retail shrink-wrapped market have become superfluous in a Web 2.0 environment. Furthermore, capabilities and resources once considered irrelevant can quickly become key\u00a0 weaknesses. Sage’s capabilities and resources analysis identifies shifts in importance relative to the Web 2.0 environment and exposes several weaknesses, highlighting threats from Web 2.0 competitors. The company’s resources and capabilities are far better aligned for success in traditional shrink-wrapped software markets, where channels, retail presence, sales teams, and support are more important. The question for Sage is, how can these capabilities and resources be better aligned to maximize the return on capital employed across the enterprise should Web 2.0 trends dominate the market?<\/p>\n
In contrast, Salesforce.com provides a strong example of an organization successfully aligning its capabilities and resources with the Web 2.0 market, which is why we have used it as the reference case in our example.<\/p>\n
Not all companies can transform into a Web 2.0 company overnight — nor do all companies have the desire. But every company should consider the impact of Web 2.0 on its business strategy and conduct an analysis to better understand how it may be able to take advantage of Web 2.0.<\/p>\n
Opportunities exist to create value by harnessing Web 2.0 trends and technologies such as social network analysis, collective knowledge collaboration (i.e., wikis and peer-to-peer workspaces), broad customer connection (e.g., through blogs), and SaaS (leading to mashups and composite applications). Web 2.0 also presents risks. In the commercial environment, buyers have increased power and are demanding richer, more adaptable online services; unless suppliers can create strong engagement, buyers can easily switch.<\/p>\n
We contend that companies must at least acknowledge and consider these trends and technologies, because the playing field has shifted significantly. Successful firms are implementing better solutions, creating customer value, and retaining customers through enriching user data. A capabilities and resources analysis is a powerful way to explore how the market places new values on company assets that have driven success in the past. Companies that are exposed to the Internet and software markets — and desire more exposure to Web 2.0 — should take the time to consider the impact of changes in the environment and adjust their strategies accordingly.<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
David Rowe v\u00e0 Cassian Drew C\u00f3 th\u1eddi \u0111\u01b0\u1ee3c b\u00e0n lu\u1eadn qua loa nh\u01b0 m\u1ed9t t\u1eeb th\u00f4ng d\u1ee5ng ng\u00e2y ng\u00f4 c\u1ee7a Thung l\u0169ng Silicon, Web … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,1],"tags":[],"class_list":["post-3173","post","type-post","status-publish","format-standard","hentry","category-nha-doanh-nghiep","category-xu-huong-toan-cau"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3173","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3173"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3173\/revisions"}],"predecessor-version":[{"id":3174,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3173\/revisions\/3174"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3173"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3173"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3173"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}