Mashups, more specifically called web application hybrids by Wikipedia, have been an exciting trend in web applications in recent years. Web mashups are exactly what they sound like—web applications that merge data from one or more sources and present them in new ways. Very often, the data owners encourage and facilitate third parties to use the data. In many cases, this facilitation is made possible by the data owners providing application programming interfaces (API) to their data. These APIs follow standard web service protocols and can be implemented quickly and easily in a variety of programming languages, including PHP. New, innovative mashups, made by individuals that combine data from traditionally unlikely pairings are popping up every day.
One example is the Wii Seeker site. When the Nintendo Wii launched in November 2006, many knew there would be shortages. The object of the Wii Seeker site is to help people find Wiis by combining expected initial shipment information to Target stores and Google Maps. A marker on a Google Map represented a Target retail store. If the user clicked on the marker they would see information about the store such as the address. They would also see the number of Wiis the store was expected to have on launch day. By representing numerical inventory data on a map, a user could see Target stores near their location and plan their store visits on launch day to maximize their chances of actually finding a Wii.
After the Nintendo Wii was launched, the site reinvented itself by adding auction information from eBay and product information from Amazon. They also added additional chain retail stores like Circuit City and Walmart. Instead of seeing Nintendo Wii inventory information on each store, the site now allows visitors to post notes for each other about the store’s inventory.
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Another mashup example is Astrolicio.us. This site queries data feeds from sites like Digg.com, Google News, and Google Videos and presents it to the user on one page. By combining data feeds, the site’s creator has made a portal of current astronomy news for visitors.
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On the homepage, the user can quickly scan items that may interest them. For news, the user is given bullet points for each news item containing the headline and a synopsis. For videos, the user is shown a thumbnail. If a user clicks on a link, they are taken to the source of the article or video. This site is clean, simple, and full of information. It is also quite easy to make using the APIs of the sources. It probably did not take the site creator more than an afternoon to go from the start of coding to launch.
How, in just a few short years, have mashups suddenly sprung up everywhere? The story leads back to just a few years ago. After the technology industry’s financial bubble collapsed in 2001, internet firms regrouped and redefined themselves. There were business lessons to be learned, technologies to be re-evaluated, and people’s perceptions had changed. By the middle of the decade, many trends and differences became clear. The term “Web 2.0” started to surface, to draw separation between new sites and sites that gained popularity in the late Nineties. The term was vague and seemed suspiciously gimmicky at first. However, the differences between old and new were real. They were not just historical and chronological. Sites like Google, YouTube, and Flickr demonstrated new approaches to building a web business. These sites often had simple interfaces, fully embraced web services, and returned a lot of control to the user. Many of these sites relied solely on their users for content. In September 2005, technology publisher Tim O’Reilly wrote an article entitled What Is Web 2.0 to succinctly declare the traits of Web 2.0 versus 1.0 sites. There were two characteristics that were direct catalysts for the growth of mashups:
Importance of Data
User Communities
The first characteristic is the importance of data. The question of who owned data and what they choose to do with the data became a big issue. Why in the world would companies invest millions of dollars to gather their data and their database systems, but then freely give it away for others to use? The answer is by opening their systems, mashup developers help increase the reach of the data owners.
O’Reilly used the example of MapQuest to illustrate this. MapQuest was the leader in mapping in the mid to late nineties. However, their system was closed and did not allow outside parties to do anything with their data. In the early Aughts, mapping sites started to leverage this weakness. Yahoo! Maps, Microsoft Virtual Earth, and Google Maps entered the market, and each one had APIs. Despite the huge early market lead, MapQuest quickly lost to bigger players with open data. There are many examples like this. Amazon opened up their data through the Amazon Ecommerce Service (ECS). Many mashups have used this web service to create their own store fronts. Amazon gets the sale and gives a percentage to mashup developers. This has created many more channels for Amazon to sell their goods besides www.amazon.com. Contrast this with a site like BarnesAndNoble.com which does not open their data. The only channel that they can sell is through the main website. Not only do they lose sales opportunities, but they lack the affiliate loyalty that Amazon has.
In our earlier examples, Wii Seeker helps the Target by funneling buyers to stores. Wii Seeker in turn, receives adverting revenue and affiliate commissions on their site. Google Videos, Google News, and Digg.com get visitors when a user clicks on a link from astrolicious.us. Astrolicious.us gets advertising revenue with very little development time invested.
The second characteristic is that user added data is more valuable than we once thought. User product reviews on ecommerce sites are nothing new. Neither are web forums. However, it is how sites are using this information, and who owns the data, that is becoming important. Movie rental site Netflix has always allowed users to rate movies they have watched. Based on these recommendations, Netflix will suggest other movies you might like. Recently, they have added a new social networking feature called “Friends”, where you can see how your friends have rated movies and what they are watching. One feature of Friends is compatibility ratings. Comparing both you and your friends’ recommendations, Netflix comes up with a percentage of your shared movie tastes.
Other sites are completely dependent on user-added data. YouTube and Flickr provide video and picture hosting, respectively, for free. Their widespread adoption, though, is not simply from hosting. Before Flickr, there were many sites that hosted images for free. That was nothing new. The difference, again, is what both sites do with user-added data. Both sites provide social networking features. You can leave your ratings and comments on a hosted item and you can subscribe to a person’s profile. Anytime that person uploads something, you will be notified of the new content. Both sites also allow folksonomic tagging, which basically lets uploaders describe the content with their own keywords. Visitors can use these keywords to search when they are looking for content. Tagging has proven to be an incredible aid for search algorithms.
Thus, it is these two characteristics of new sites that have allowed small web developers to appear much bigger. Backed with data from large internet presences, mashup developers create usage channels that data owners could not have foreseen, or been restricted by business rules.
Technologically, the mashup phenomenon could not have happened without website owners making a clean separation between the data that is used on their sites, and the actual presentation of the data. This has always been a goal in computer application development, and therefore, it is no surprise that website and web application architecture have progressed towards this stage ever since the World Wide Web was created. This separation is quickly turning the World Wide Web into what is known as the semantic web—a philosophy where web content is presented not only for humans to read, but also in a way that can be easily processed by software and machines. We have moved from static pages to database-driven sites, from presentational FONT tags to cascading style sheets. It is perhaps inevitable that the web has become an environment that fosters mashup development.
Data sources of mashups are varied. Often, data owners provide mashup developers access to their data through official application programming interfaces. As we are talking about web applications, these APIs utilize web services, which come in a variety of protocols. Really Simple Syndication (RSS), a family of formats to present data, is another common data source that has helped spur the mashup adoption. When official methods are unavailable, developers become really creative in getting data. Screen scraping is a method that has always been around. Regardless of the method, mashups also deal with a variety of data formats. While mashups can be simple to create, a mashup developer must be flexible and well-rounded in the knowledge of their tools.
Open-source software is particularly well-suited in this mashup environment. The Apache and PHP combination makes for fast development. Being open source, developers are constantly and quickly adding new features to keep up with the web service world.
This book will take a look at how to use common data sources with PHP. Most official APIs are based on the big three web service protocols—XML-RPC, REST, and SOAP. We will of course look at these protocols. APIs and raw web service requests by hand, of course, are not the only way to retrieve data. We will look at using third-party libraries to interface with some popular sites. Feeds are also an important data source which we will use. By giving you a broad overview of the tools used in the mashup world, you should be able to start developing your own mashups quickly.
For more examples and inspirations, check out these popular mashups:
Popurls (
popurls.com)—Collects URLs from popular sites.Housingmaps.com (www.housingmaps.com)—Plots housing listings from Craigslist on to a map.
Keegy (
us.keegy.com)—A site that aggregates news from different sources and personalizes it for the reader.Alkemis (
local.alkemis.com)—Aggregates and maps all sorts of data, for example, pictures and live web cams, in selected cities.Gametripping.com (www.gametripping.com)—A collection of satellite and Flickr photos of baseball stadiums.
