Lightweight models and cost-effective scalability have been in the center of the growth of semantic web applications. As web applications and the services they provide grow, the system that support their functions also need to grow to support more users, process more data, or a mix of both. The definition of the word scalability is derived from such factors where performance is enhanced through improving the application system or the architecture. The software architecture is a key factor in determining lightweight models and cost-effective scalability. Web applications which utilizes this model on scalability would have the capability of implementing and releasing new products to the market more efficiently and cost effectively without sacrificing the future growth. Twitter is one of the innovative web applications, which utilizes open source software for its social networking and microblogging services creating a lightweight and a cost-effective scalable architecture.
Currently Twitter accommodates to more than 70 million tweets per day with an estimated 800 tweets per second. Also, 1Tb of data is produced every day with over 150million registered twitter users. To adopt to such high scalability, Twitter employs innovative open source software such as Ruby, Scala, Cassandra, Hadoop and Pig for stability, identifying programming patterns, developing databases, and to apply mass processing power to twitter datasets. This has allowed twitter to improve response time, reduce latency, reduce mean time to detect and the mean time to recovery. The employed open source software has allow Twitter application to be more light weight and cost-effective with efficient performance.
Furthermore, Twitter follows a unique revenue model with sponsorship advertising. Twitter revamped its advertising products with promoted tweets, promoted trends, and promoted accounts. They have utilized their competitive advantage through publishing promotional content in an innovative manner allowing advertisers to push tweets to users even if those users did not follow the advertisers twitter profile. As shown below Twitter Ad revenues are forecasted to reach $260 million in 2012 and 400 million in 2013, by incorporating multiple revenue streams.
It is important for any web technology to improve its architecture model and scalability to meet the demand and supply. Scaling with demand would allow the application to be cost-effective and increase business value in the market. implementing effective revenue models coupled with smart strategic decision would improve the overall performance of the web application.
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