In an environment like the Web in which people are loathe to pay for anything, much less audio (witness the success of MP3), Audible's business model seems risky but not to Katz.

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Norton says one of the biggest challenges for Microsoft is whether it innovate rapidly in the ever-changing environment of the Web, pointing out that Google had an "optimized" version of Gmail available for the iPad almost immediately after Apple released the device last month.

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It is easy for a technologist to overlook what they find obvious: how to connect with someone in a social environment, or how to search for information across the Social Web.

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And rather than envision some sort of uber developer, who understands big data, web performance optimization, application middleware, and fault tolerance in a massively distributed environment, we need operations specialists on the development teams.

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Kazim felt he could improve on it by packaging newspaper articles in an easy-to-read, advertising-free environment, accessible by Web browser or mobile app.

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Avaya, which creates communications tools for businesses, has also borrowed know-how developed for games for a product called web.alive, which allows people to hold meetings and conferences in a virtual environment, using avatars.

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Most web designers and developers use their own battle-tested mix of software tools in some kind of Integrated Development Environment (IDE).

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