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A ReadWriteWeb Guide OMG! Kevin Rose just touched my shirt! Don’t lie – we know you get butterflies at the thought of bumping into iJustine or Robert Scoble at a tech conference. We’ve pulled together a nice little cheat sheet just for you, friends. Whether you want a simple handshake, and autograph on your iPhone or a chance to pitch your idea for the Next Big Web App, here’s ten places, panels and parties where you can track down the Internet famous at SXSW 2010. Don’t forget to leave your tips in the comments! Sponsor This is part of a series of ReadWriteWeb guides to SXSW Interactive 2010. If this guide isn’t your cup of tea, be sure to check back for more information soon! Justine Ezarik, a.k.a. iJustine Longtime lifestreaming queen iJustine is famously an Apple fangirl, but it’s Intel that’s giving you the key to tracking her down at SXSW. She’s and Intel Insider, and she might be stopping by some of the Intel Insider events , like Frank Gruber’s Johnny Cash party or Chris Heuer’s Social Media Clubhouse . We don’t have hard and fast details on Ezarik’s whereabouts, but wherever she is, she’ll probably be tweeting, so keep an eye on her Twitter accounts . Christopher Poole Pool may not be a household name in and of himself, but there’s nary an Internet user who hasn’t been in some way effected by the fun and foul play on 4chan. “4chan – often referred to as a ‘meme factory’ – has been responsible for the creation of countless Internet memes but is perhaps best known for its exploits. In this conversation, we’ll explore the game mechanics of online communities. What fosters creativity in an online community? What design elements can we incorporate to increase interaction? How is the game played?” Baratunde Thurston In “How to Be Black,” The Onion web editor and star of Popular Science’s Future Of series Baratunde Thurston will “touch on the black online experience (if there is such a thing) included memes, statistics on usage patterns, popular destinations and issues of representation. For example, are black people as represented among the creators, developers and builders of our future or are we more consumer oriented than average?” Violet Blue Our favorite sex blogger will be kicking off SXSW with a presentation on “How to Not Be a Douchebag at SXSW Aimed at both first-time and long-time attendees to SXSW Interactive, this biting and humorous, yet useful panel takes a look at the common actions and behaviors to avoid if you don’t want to be described as ‘doing it wrong.’” Kevin Rose This year, the Digg founder returns to host Diggnation Live at Stubb’s. The Bigg Digg Shindigg was certainly one of the largest events at SXSW 2009, with fans crowding around the large outdoor stage to take pictures and watch Rose shoot the Diggnation episode. But don’t expect to meet the man himself unless you’ve got VIP status for the party. Chris Messina In his talk, “ActivityStrea.ms: Is It Getting Streamy In Here?,” Messina will explore the nuances of the real-time web. “From Facebook’s newsfeed to Twitter’s relentless real-time updates, the metaphor of the ’stream’ has taken social networking beyond blog posts and on to rich social activities. Learn about ActivityStrea.ms – the open format adopted by Facebook, MySpace, and Windows Live – and how it’s fundamentally changing the social web.” Leah Culver This young developer and successful entrepreneur will be hosting the Web Framework Battle Royale. “Which web framework will rule them all? As an audience member you pick the winner! We will present an introduction to a variety of web frameworks including Rails, Django, Catalyst and Sinatra. You can vote for the best web framework in categories such as URL handling, database integration, forms, HTML templating, documentation, testing and deployment.” Gary Vaynerchuk The WineLibraryTV founder is a true Web guru and an inspiration to entrepreneurs and content creators around the globe. He’ll be giving one of his signature, unforgettable presentations again this year as part of the Interactive Speakers Series. Three years after his web app hit it big at SXSW 2007, Twitter co-founder Ev Williams takes the main stage to be interviewed by Havas Media Lab director Umair Haque in front of a live audience . All we have to say is that you’d better get there early if you don’t want to get stuck watching a simulcast in an adjacent room! Molly Wood A last-minute stand-in for Natali Del Conte, Wood has a fanbase of her own. “CNET’s Buzz Out Loud will broadcast live from SXSW. While discussing the day’s tech news, hosts Tom Merritt, Jason Howell, Molly Wood and others will chat with the audience and invite special guests to talk about what’s happening at the show and beyond.” Bonus Round! If you stalk him on Twitter, Foursquare, Plancast and Gowalla, you might get to bump into Robert Scoble , as well. Or, you can catch him at the Rackspace party Monday evening. And of course, while we don’t consider ourselves celebrities, the RWW crew will be present and accounted for at the PBS/NPR/RWW party Sunday night ! Those are our SXSW Interaction recommendations for web celeb stalkers of all stripes. If you’ve got suggestions or feedback, let us know in the comments! See you in Austin, folks! Discuss
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SXSW 2010 for Web Celeb Stalkers
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Google launched an application marketplace today comprised of services from third-party providers that integrate with the Google Apps ecosystem. The news has been anticipated for some time. In particular, it shows how much Google is embracing open-standards and leveraging its search and Google Apps platform to attract third-party developers. Sponsor Google made the announcement at its Google Campfire One event tonight. The emphasis Google is putting on the enterprise is apparent in how much attention the company put into the event. Over and over we heard that Google passed the 25 million customer mark over the weekend. It is that mark that Google is using as its hook for attracting developers to its platform. Developers will be charged $100 to join the program. With that entrance fee, they may add as many apps as they wish to the Google Apps Marketplace. The marketplace supports OpenID to provide a single sign-on for developers. Authorization is integrated into the platform. The customers get access through OAuth, the open standard for authorizing users. A “manifest page” is the foundation for the service. The developers provides information when adding the application to the marketplace that identifies it. Developers then provide additional information about the product. The system is a controlled. Application developers submit the app for approval, which might take a few days. Intuit provided an example of how the system works by showing how payroll could be managed. The customer accesses the account. With Google Apps integration, the customer accesses an account where they have the employee information. It’s that collected contact network that is then integrated with the payroll application. Atlassian showed how Studio, its project management application, would integrate with GMail and Google Apps. Again, if the company is standardized on Google Apps, the information is available through the network. Manymoon is another project mangement application that was demonstrated. It uses Google Apps to develop features such as a calendar, showing how a startup can leverage Google Apps to add features to its service. Other companies that were a part of the initial launch include Socialwok and Appirio . At its core, the marketplace is built upon Google’s search capabilities. Google Apps can be extended with applications. In turn, developers have access to the built-in capabilities of Google Apps. Perhaps the greatest value to customers will be if they are centralized on Google Apps. If so, they can get some pretty powerful capabilities of the marketplace. Discuss
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Google Launches Apps Marketplace for the Enterprise
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Sales and marketing are not the same thing. It’s true they both deal with relationship management and it’s true that neither of these job descriptions require hardcore engineering, but just because they’re both in the realm of words over code does not mean that they are the same. At the risk of muddling your mind with HR jargon, the core competencies of a marketer are very different from those of a sales person. Surprisingly, many startup CEOs insist on hiring for a VP of Sales and Marketing position. Sponsor If you’re the VP of sales and marketing for your company, this article is not about how you aren’t doing your job properly. In fact, it’s about how you’re doing the job of two separate people and shouldn’t be. Interwest investor Bruce Cleveland recently wrote an article entitled, In Search of the Mythical VP Sales and Marketing where he defines the separate domains of sales and marketing. Says Cleveland, “Sales and Marketing are vastly different functions that require substantially different personalities, skills, and decades of experience to master…A CEO who doesn’t understand this basic fact, or doesn’t believe it, is not a CEO I want to invest in.” Explains Cleveland, a sales person understands the inner workings of B2B deal probabilities and the short term requirements to increase deal flow. Meanwhile, marketing people look at the landscape from a longterm perspective and lay the groundwork for sales through analyst, media and web leads generation. Essentially, sales people are great oral one-on-one communicators and marketers are great written mass communicators. He writes, ” I have found that the CEO who makes this serious mistake hasn’t worked with someone who is an excellent Marketer and therefore discounts the role it plays.” With expertise in the Software as a Service space, it’s interesting that Cleveland believes the marketing role is the one that gets tacked on at the last minute. While sales offers obvious measurement through direct revenue generation, marketing tends to have a less clear set of metrics. Cleveland explains that “today’s head of Marketing must be an excellent demand creator (the “owner” of future revenue) through sales-ready leads.” Essentially he believes that the marketer’s job is to increase perceived value and generate demand on a massive scale in order to grease the wheels of the sales team. Discuss
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There is No Perfect VP of Sales and Marketing
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Seth Goldstein comes up with a lot of ideas. Some of them work and some of them don’t. He was one of the original backers of Del.icio.us (bought by Yahoo), Etherpad (bought by Google) and Bit.ly (huge via Twitter). He was also President of the short-lived Attention Trust and built a browser plug-in that allowed people to track, manage and sell on the Chicago Board of Trade futures in their browsing history and other online attention data. That didn’t work out so well, though it was a very interesting idea. Two years ago he raised $10m, built an advertising network called SocialMedia.com and then sold it off a big chunk of it in November . Goldstein’s latest idea may be one of his most interesting yet. He’s co-founded a company called Stickybits . It’s a service that uses vinyl barcode stickers and a mobile scanning app to layer social media content on top of physical objects. Sponsor You scan a Stickybits barcode that you place or find on some thing or some place (perhaps on someone) and you can see all the multimedia that’s been associated with that barcode before and add your own. Erick Schonfeld covered Stickybits this morning on TechCrunch and called it a way to unlock “the secret lives of objects.” Commenters on that post brought up far more questions than Stickybits has answered so far. Someone is going to nail this, though. I’ve long fantasized about being able to use my mobile phone while around town to find out the news, demographic and property ownership history of various locations. Stickybits isn’t doing anything that ambitious yet; it’s mostly just tweets, photos and audio messages. It’s hard to know if a temporary sticker from one particular company will be the way forward into a world of places and objects with social histories made easy to unlock. Stickybits is selling packs of 20 attractive vinyl stickers for $10, a steep price if you ask me, but perhaps calculated to maximize the significance of each one and minimize the annoyance of property owners about to get annotated. How that price point and the need to download a free mobile app will impact the spread of the program remains to be seen. Whether the messages attached to the stickers end up looking more like Foursquare, Gowalla, Wikipedia or ChatRoulette is another one of the many questions that come to mind. In a location-aware world, the primary role of the barcode stickers may simply be in letting people know that there is data associated with a particular location, something that other services that let you “tag your world” have struggled with. There will likely be other user experience subtleties, sublime and profane, that users start to notice after a few Stickybits scanning experiences. Expect to find these things stuck around various places in Austin this weekend. Perhaps on cats, dogs, planes, trains, automobiles and street light poles all around the country soon. Will it work? We’d love to hear your thoughts in comments below. Discuss
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Stickybits: Portal to Another Dimension or Graffiti for Nerds?
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To keep up with the growth of cloud computing and virtualization, networks keep evolving. But unlike Twitter’s Trending Topics, IT budgets don’t scale up. In fact one of the major initiatives in many IT shops is creatively reduce their own expense. To get to a scalable cloud infrastructure where costs are contained, it sounds like the network industry is going to see a time where a “Linux” arrives on the scene. An open source alternative to building networks may disrupt the networking landscape and give network admins an open source network operating system. Sponsor Virtualization: It’s in the Network Too Distributing workload across machines, storage, and environments has required networks to be smarter than ever. Now, the network needs to be intelligent enough to not only route traffic both a bridge and a toll-gate, but to also provision and de-provision all aspects of the environment at a moments notice. Providers like Rackspace are in the business of using the network to optimize the performance of the entire data center. To be effective in keeping up with dynamic system provisioning, technical teams need access to all tiers of the computing environment to reduce operations overhead. In their innovation for efficiency, hosting providers, such as Amazon Web Services and Rackspace start to create new patterns – including ones in the core of the network – to get their job done. Network operating systems that are open, like Extreme XOS enable large scale hosting providers to look deeper into networking gear and start to tune it themselves. And enterprises may follow this trend. Servers Don’t Sleep at Night, but Applications and Admins Do For a long time, networks have been used to detect the peers and devices. Many of us use the nearly ubiquitous DHCP (Dynamic Host Configuration Protocol), which is the the thing that automatically assigns IP addresses to a PC when plugging into the network. In an analogy, there is a need for a “super DHCP” is needed that can keep up with the highly virtualized cloud infrastructure per virtual instance. To do this, engineers look deeper to find efficiencies in how the network talks to the hardware and software for the virtual machines. A good example of benefit for this is where a resource has peak loads during the day. Due to natural usage, the applications compute power is not utilized during the night. Using monitoring and provisioning tools, the network can de-provision the extra hardware and offer it to another service. This “freeing up” allocation saves power and money. This is a simple example of where virtual data center solutions are being innovated in the industry to figure out how to further timeshare the computing resources. The network has the ability to help manage the scale down to the moment is enabled by it’s reach to everything over IP (Internet Protocol). The Open Network Wins, Developers Rule Extreme Networks is betting IT leaders that have become very familiar with Linux and open source Hypervisors like XEN want to tweak the network. For the data center manager that wants to go into the core network engines innovate, there comes a need for APIs, SDKS, and open access libraries. Extreme’s openness is in the form of web services, many offered that are offered as XML or CLI scripting that allow integrate tools into the core of the network via XML, and configure edge ports for security and VOIP access as dynamic provisioning. The company offers a code workbench of its own to download widgets to plug into the network. Designed for the open source developer, it shares the familiar pattern that presides in open source community for application frameworks and operating systems code sharing. Shown in the diagram, Extreme’s network offers real-time provisioning of code widgets in the network. Play Nice: the Networks Worse Enemy May be Success Will the network evolve to see an open source player that drives change in pricing and value? In the rush to enable new efficiencies we wonder if this is an Apple A-HA moment in the making. The question seems to be can the giants in the space balance the fine line of better end-to-end experience of managing the environment and whether vendors do it best. If we follow the Apple example of industry success, and end-to-end play for the network may be in the cards. Last month, Juniper announced it has created a new business group and commitment to an Junos ecosystem. Juniper has made a big move towards open source innovation in it’s recent re-branding and at least to one analyst, John Furrier from Silicon Angle, seems to be suggesting that Juniper Judo’sing Cisco, like Google did with Open and Microsoft . That probably doesn’t feel the least bit nice to the market leader, especially when Cisco is priming it’s engines for changing the Internet forever. Cisco Open IOS in 2007 a model towards compartmentalizing and opening IOS, as part of it’s overall movement into a more software based organization.With the complex series of network enhancements and feature sets, it will be interesting to see how Cisco views “open” vs. “customizable” and where the control lives for network management and up-time. When visiting the Cisco IOS website today, we see the standard license and no clear mention of open source licensing. Cisco strikes the balance between open and controlled in it’s a approach to defining what an open network is and where networks will be encapsulated as services. We wonder if Cisco deliver the capabilities to pull more traffic into it’s end-to-end range, while open networking APIs rise as part of the network service stack. With this market, it’s likely both. At very least, open networking has a role in determining the fate of the network and where territories are being defined. The Cloud is a Network of Services The cloud is defining a world where service orientation rules – both the software and physical layers. And, it is breaking the rules of workload distribution, where network topologies are changing. The requirements of connecting the layer 2 and layer 3 networks, as well as IT leaders that are building solutions for mass scaling (enterprises or service providers) are evolving and being driven by an ability to be efficient at the workload level. Extreme Networks Technical Brief, Dynamic Network Virtualization Overview , explains the value of plug and play network components in today’s topology. “By leveraging Extreme Networks® ExtremeXOS®, a modular, edge-to-core operating system, and our extensibility frame-work including Universal Port Scripting and an XML interface, Extreme Networks is able to tightly integrate the switching network with the virtualization environment to create a virtualization-aware network fabric that automates the network-level virtualization required in next generation data center and cloud computing environments. This unique functionality enables Extreme Networks to provide seamless support of virtualization capabilities across the various hypervisor platforms, including Citrix ZEN, Microsoft and VMware. The highly integrated solution allows the Extreme Networks solutions to trigger responses to virtualization moves as they happen in the network by virtue of a tightly integrated XML-based network management framework.” Extreme, and now Juniper, are moving in the direction of offering IT administrators control points in networks and protocols to optimize it opens the market. It looks promising to give administrators vendor leverage in buying services without vendor lock, or waiting for feature releases from the vendor. And, it mirrors the open-source movement in bringing communities together to solve problems and build compatible services. Open APIs may define the cloud’s network of the future for large hosting providers. We wonder if for the enterprise. Photo credit: opensourceway Discuss
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Network as a Service: Open Source Enables Efficient Cloud Hosting
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