When researchers speak of Web 2.0 applications, they tend to focus on the technology aspects of the environment. For example, YouTube, Flickr, and Wikipedia are usually proposed as working success stories of Web 2.0. Each of these examples, focus on the delivery of technology. For example, YouTube allows end users to post videos and then use the components of technology to deliver value to the end user. Flickr does the same thing for images and Wikipedia does that does this for terms, phrases and topics. Emerging from the mass of Web 2.0 vendors and technology solutions are functional Web 2.0 applications that bring Web 2.0 technology to a specific industry or product line. One of the best examples of this is the Wine industry where three major players have emerged: CalWineries, Snooth and Corkd. Each approach the integration of Web 2.0 slightly different but in a consistent framework. Figure 1 presents the basic model of implementation, common to all three applications.

Figure 1: Functional Web 2.0 Model

This produces two basic layers of abstraction: Information Layer (Web 1.0) and the Interaction Layer (Web 2.0). The informational layer includes the first two layers of the model since these represent much of the information provided by a standard Web 1.0 application. Figure 2.0 breaks down these two layers and applies the Wine Industry to the model itself.

Figure 2.0: Informational Model

The information model begins with the specific industry (Wine) and relates to two specific functional areas. The first is a educational element of the industry itself. Without any dialog with the end user, there is no real method of knowing the level of knowledge. Therefore, a contextual education is required of the user. In this case, the end user can be educated on the history of wine, the types of grapes, the regions of the world, production methods and aging concepts. These and many more will help the user gain an understanding of the purpose and need for the web environment. The second area is the actual product or object itself. In the studied example, this is the bottle of wine and the associated metadata. This metadata includes the vintage, winery, region, type, price and variety. The other boxes simple represents the various methods to locate (search, lists, and indexes) as well as the methods of presenting the data to the end user. The second layer is defined as the Web 2.0 layer which is depicted in Figure 3.0.

Figure 3.0: Web 2.0 Layer

The Web 2.0 model begins with membership which must be driven by a passion for wine. The member profile establishes the user as one who will contribute to the Web 2.0 environment versus someone who just reads the information. Membership is critical in order to grow the environment and provide value beyond the Web 1.0 model. Four main components of content can be provided by the end user. The first is in the form tagging, rating, or rating information. The second includes reviews and comments on the product itself. Third, the end user can utilize the environment in a list format which allows them to manage their product inventory. Examples within the wine industry include the wine cellar and the shopping list. The final area is the network effect of increasing the user base. The more people interact with the system, the greater business value that is generated. These are simple, yet powerful examples of allowing end users to add data and information to the Web 1.0 environment. The final component is the value-add back to the business itself. This might include wine recommendations, additional methods of discovery, content syndication, or engaging business processes like ordering. The model represents the integration methodology being used by various organizations and is not limited just to the wine industry. The model will have broad implications across all industry segments.