So you’ve got a fabulous idea for a startup? That’s great, but before you get wide-eyed and start thinking about wireframes, venture capital and moving to San Francisco, get your feet wet first by beginning to build your community. Having a strong and loyal community behind you is an important step in the startup process. After all, it will be much easier to convince a potential investor of the viability of your product if there is a thriving community eager to get their hands on it. Sponsor Kevin Hale, co-founder of Wufoo , an online form builder, knows this better than anyone. Before they even knew what business they wanted to enter, Hale and his fellow co-founders, Chris Campbell and Ryan Campbell, began building a community by starting a Web development blog. The inspiration came from hearing Jason Fried speak at SXSW, Hale said yesterday in a video interview with Mixergy ‘s Andrew Warner. “We were like, ‘Let’s do what they do. We’ll start building an audience, and from that audience something will be born.’ So we started a blog called Particletree ,” Hale says. Quickly, the blog garnered a captive audience of over 20,000 RSS subscribers and over 100,000 monthly visitors – all eagerly anticipating the eventual launch of Wufoo in the summer of 2006. The audience built from the Particletree blog aided the trio in attaining their first round of funding from startup incubator Y Combinator by showing the investors that a thriving community already existed for their product. The audience also helped reduce blowback when Wufoo’s servers crashed the day of its launch by reassuring new users that this was not a common problem. “Thankfully, our users who had known us immediately said, ‘We know these guy from Particletree. They know what they’re doing. They’re going to overcome this.’ And it immediately turned the tide for us,” Hale says. “That’s not something we did. That was our own audience.” More that two years later, Wufoo has evolved into a prosperous business based on the freemium model. As the community continues to grow, the company realizes that keeping the users happy is a continuing step in community development. It has a seven-person support team on call from 9 a.m. to midnight, seven days a week. Disclosure : Kevin Hale redesigned ReadWriteWeb’s homepage in the summer of 2006. Discuss

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Community First: How Wufoo Created a Captive Audience

Fresh from the official Google blog , we have news that Google is taking a group of online scammers to court. We’ve all seen the ads: “Use Google to Make 1000s of Dollars!” “Easy Cash with Google: You Could be Making up to $978 a Day Working from Home!” Finally, the search giant has announced it’s going to do something to protect its trademark and help spare a few suckers from getting scalped. Google is suing Pacific WebWorks and a rash of unnamed defendants. Sponsor In a joint post from search quality engineer Jason Morrison and senior litigation counsel Stacey Wexler, the company stated, “Google hasn’t created or endorsed any of the sites like those described in our complaint. Misleading ads try to take advantage of consumers… As far as we can tell, thousands of people have been tricked into sending payment information and being charged hidden fees by questionable operations.” The scammers’ URLs will be de-indexed, and Google will also be permanently disabling AdWords accounts linked to poor user experiences. But, as Morrison and Wexler note, treating the symptoms of a scam circle is a bit like playing Whack-A-Mole. Google can bash away at the digital manifestations of these shady companies, but it’s nearly impossible to get rid of them forever without going after the people involved. We hope the lawsuits go well and help to get these scammers off our tubes. Here’s a brief list from Google of names associated with scam artists. These companies are not affiliated with Google in any way: Google Adwork Google ATM Google Biz Kit Google Cash Earn Google Cash Kit Google Fortune Google Marketing Kit Google Profits The Home Business Kit for Google Google StartUp Kit Google Works As always, be smart online, and remember that if something seems to good to be true, it probably is. For more tips on how to avoid getting ripped off on the Internet, check out an informative Google blog pos t from this summer. Discuss

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Google Sues "Google Money" Scam Artists

Would you give a complete stranger your email address and date of birth? How about personal information about your friends? If results of a new study on Facebook user behavior is any indication, around half of us would answer “yes” to those questions, depending on how old we are. The study also shows that Facebook users are becoming more lax with protecting their personal data than they were three years ago. What do these results signify in light of recent concerns about user privacy on the world’s largest social network? And now that some user data will be indexed by Google, will users have to adjust what information they share? Sponsor In the summer of 2007, Internet security company Sophos conducted a study showing how much (or little) users understood and protected the data the made available on Facebook. In this study, 200 friend requests were sent from a bogus account featuring a green plastic frog named Freddi Staur . The results were distressing. More than 40 percent of the Facebook users contacted responded to the fake account, and almost all of these users gave “Freddi” access to personal information. 72% of respondents divulged at least one email address 84% of respondents listed their full date of birth 87% of respondents provided details about their education or workplace 78% of respondents listed their current address or location 23% of respondents listed their current phone number 26% of respondents provided their IM screen name Moreover, the folks at Sophos were able to get access to users’ photos of family and friends, information about likes/dislikes, hobbies, employer details and other personal facts. A company rep write at the time of the survey, “In addition, many users also disclosed the names of their spouses or partners, several included their complete résumés, while one user even divulged his mother’s maiden name – information often requested by websites in order to retrieve account details.” So, are users at the end of 2009 any less gullible than their 2007 counterparts? Have we learned to be less vulnerable to phishing schemes? This year, Sophos created two fake accounts – one for a cat and one for a plastic duck – and went after another 200 Facebook users, this time distinguishing between 20-somethings and middle-ages users. Here’s a snapshot of the information each group revealed: Eight users friended the cat-themed fake account of their own accord, without having been contacted as part of the study; in so many words, these users pretty much volunteered to have their data phished. As Sophos noted, “Ten years ago, getting access to this sort of detail would probably have taken a con-artist or an identify thief several weeks, and have required the on-the-spot services of a private investigator.” Apparently, in the 2.0 era, all you have to do is click to send a friend request, and the desire for online popularity and more “friends” makes a phisher’s job easier than giving free candy to kids. Discuss

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User Data Easier Than Ever to Phish on Facebook, New Study Shows

Google Calendar has a new experimental feature in the works that allows you to check the availability status of people you’re inviting to an event. In our early testing the experimental feature looks utterly broken, but once working it should be great. If you’d like to see how it works, open any event on GCal and click the “sneak preview” link at the top of the event listing. This ability to view someone’s busy/available status only works if they have a publicly viewable Google Calendar account, but many people do. Even as a work in progress, this is a reminder of how much room for innovation there is in online calendaring. Sponsor The feature remains a far cry from the kinds of functionality offered by services like TimeBridge or Tungle , but it’s a good and simple idea. With the sneak preview turned on, the busy or available status of invitees to an event appears side by side with your own calendar, viewable as you drag a translucent box over possible times to suggest. Right now it doesn’t seem to work at all. Schedules aren’t viewable until after someone’s been invited to an event, the creator of the event is misattributed and a number of other problems have already come up. It should just be a matter of time, though. If you’re interested in hearing about the bleeding edge of calender innovation, check out Jon Udell’s excellant interview this summer with Mike Douglass and Steven Lees , two men working on an XML standard for iCal. There is a whole lot of room for new developments in the world of online calendars, especially through cross-network standards that enable users of different systems to communicate. We’d heard rumors about this new GCal feature for a few days but didn’t confirm its existence until tech blogger Orli Yakuel Twittered about how to access it this morning. Discuss

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Google Experimenting With Social Calendar Previews

As part of our annual tradition, this week Read Write Web will present you with our “best of” posts for 2009, a series of articles that will examine the top web products in categories that range from consumer web apps to RSS and syndication platforms. Today, we’re kicking off the series with a look at the top mobile web products of the past year. This is a subjective list of editorially selected products, but one which includes some of the biggest names in mobile web applications for 2009. Sponsor Facebook 3.0 (iPhone) Although Facebook is an application available on many different mobile platforms, none can hold a candle to the iPhone version, updated this summer to version 3.0. The latest mobile version of this must-have social networking application was so good, some even proclaimed that it was more useful and more usable than the Facebook website itself. Designed by engineer Joe Hewitt ( who later controversially declared he quit developing it and all other iPhone applications ), Facebook 3.0 for the iPhone didn’t just deliver a new way to socialize while on the go, but essentially became a portable “little black book” keeping you connected to your friends, events, and communication streams. For those who don’t spend their days behind a computer screen, the new app also made Facebook a more useful service, allowing you to quickly browse and upload photos or videos (the latter if you have the iPhone 3GS). Finally, the simplified layout, which displays just 9 buttons in a grid-like pattern is a testament to good user design, boiling down the complexity of Facebook to one easy-to-use interface that even the newest of mobile users can understand. If any application deserves an “app of the year” award, it’s Facebook 3.0 for iPhone. Tweetie 2 (iPhone) Another popular application for the iPhone was this year’s revision to the Tweetie application. This “update” was actually a complete reworking of the app which introduced so many new features that the developer, Loren Brichter, decided to release it as an entirely separate application which costs the same as the original. This decision, in turn, led to a vicious backlash of complaints as Tweetie users whined that they now had to “pay twice” for the application. The claims for the most part were just ridiculous – the $2.99 price point was hardly a burden and no one was “paying twice” – you were buying a brand-new application. However, the debate highlighted some of the issues Apple has with upgrade pricing – that is, “no paid updates” are permitted. That left Brichter with no other choice to recoup on his investment of time and energy that went into the building of Tweetie 2.0 but by charging again for the new version. In the end, after the outcry died down, most everyone just forked over the piddling amount to get the new app which introduced features like video tweets, offline mode, geolocation, and more . And nearly all are happier for doing so, too. Twidroid (Android) It’s hard to not favor the iPhone in this list given the 100,000 apps now available for the platform, but Android apps deserve a mention too. Among the apps installed first by new owners of Android smartphones is Twidroid , the popular Android Twitter client. This mobile application has improved over time and now offers a clean and easy-to-use interface where the most frequently used features (@Mentions, Direct Messages, etc.) are accessible via buttons available at the bottom of the app, no matter which screen you’re viewing. An updated version just launched today , now takes this application to a whole new level with its brand-new plugin architecture. Thanks to this feature, third-party developers can now extend Twidroid with their own services. This changes the application from being just another Twitter client representing one company’s point of view as to what features it should offer to being an app that’s completely customizable and tailored precisely to an end user’s needs. In fact, it was this last minute year-end update forced us to add Twidroid to the list – apps that support plugins may very well be the next big thing for mobile. Foursquare (Cross-platform) Last year , we thought the mobile social network to beat was Brightkite . While we still like that service, there’s no doubt that Foursquare is this year’s location-based breakout hit. At the beginning of 2009, the service was limited to only a handful of cities, but lately, that list has been expanding quickly to include a number of new cities worldwide. Essentially, this geolocation-based service turns mobile social networking into a game. You “check in” as you arrive at new places in return for points, prizes, badges, and the honor of becoming the “mayor” of a place if you’re the one with the most check-ins there. Additionally, Foursquare users can leave tips for others arriving to that locale so when they check in, they can see recommendations – like the best entree at the restaurant or where the nearest Starbucks is to that hotel, for example. Some may claim that Foursquare’s influence is still limited to the early adopter tech set for now and hasn’t really become a mainstream hit just yet. Maybe that’s true to a point, but considering the service just got a shout-out on The Simpsons not too long ago, we think Foursquare’s days of being an “undiscovered gem” are limited. Google Voice (Blackberry, Android) Perhaps most notable for prompting an FCC investigation into Apple’s secretive app approval process , Google Voice is one of the year’s best mobile applications even if it’s not available on the iPhone. According to Google , Apple rejected the app from the iTunes Store because it duplicated the iPhone’s core functionality. Meanwhile, Apple claimed they were “still reviewing” the application because it alters the iPhone’s functionality and user interface. The general consensus is that Apple isn’t exactly being forthcoming here. A slew of other applications already available in the App Store “duplicate” the iPhone’s functionality in some way, making Apple’s rejection more suspicious. As of now, Google Voice is still not available in the App Store. However, Blackberry and Android users are able to take advantage of this innovative mobile app which lets you set where your phone numbers should ring to while also aggregating your voicemail from all your different lines. Those messages are then transcribed and emailed and/or SMS’d to you. Via the mobile application, your outgoing calls appear to be coming from your Google Voice number and not the number assigned to your handheld. This mobile app is so popular that it alone has caused some high-profile users to make the switch from the iPhone to Android. Spotify (Cross-Platform) Sadly not available in the U.S. as of yet, Spotify deserves a mention for its notable achievements overseas. A complement to the desktop-based music streaming service, Spotify’s mobile application lets users access their accounts, make playlists, and listen to music when offline. Given how heavily this service competes with iTunes, many feared that Apple would reject Spotify as they did with Google Voice (see above). However, the FCC investigation must have made Apple nervous because Spotify for iPhone was readily approved for inclusion in the App Store. Expected to launch stateside sometime in 2010, Spotify represents the next revolution in mobile music. Instead of purchasing and owning individual tracks, this subscription-based service lets you stream music to your mobile device. And unlike similar mobile music apps, Spotify lets you pick exact songs from a catalog of millions which instantly sync to your mobile device. It even works without an internet connection. Spotify goes where iTunes has not and makes music more of a web-based experience than something requiring disk space on physical hard drives. In other words, Spotify represents the future of mobile music and a threat which Apple will soon need to address. Google Maps Navigation (Android) Can we say GPS killer? That was the feeling when Google announced their new product, Google Maps Navigation which mimics the functionality of GPS devices like those from Garmin and TomTom. On launch day, stocks at those companies tumbled to unprecedented lows despite the fact that the mobile application was only available for Android 2.0 devices at that tim. It just goes to show that when Google enters a particular market, companies take notice. Not only does this mobile app deliver all the best features of Google Maps including satellite and street views, it also includes mobile-appropriate features like traffic views, voice search, and turn-by-turn navigation, the latter recently launching on Android 1.6 devices (and up), too. BNO (iPhone) Who says you have to abandon the real-time web just because you’re going mobile? BNO , short for “breaking news online” is an iPhone application that complements the 24/7 news service available via Twitter, iPhone, email, and as a news wire. With BNO News (iTunes link) for the iPhone, the app taps into the iPhone’s push notification functionality to deliver real-time news alerts that pop up on your device without using up your text messages. This app may be for serious news junkies only, but these days, isn’t that everyone? BNO also uses a unique pricing structure which we’re surprised we don’t see more of: in addition to the purchase price of $1.99, the app also requires a monthly subscription fee of $0.99. Layar (iPhone, Android) Mobile application Layar may have gotten more media exposure than its functionality deserves, but this app represents the next big step for mobile: augmented reality. By displaying data layers on top of your phone’s camera viewer, Layar literally “augments” reality with additional information about what you’re viewing. Information like restaurant reviews or real estate listings, for example. Earlier this year, we called Layar the most exciting of the AR apps because of its nature as a platform. That means third-party developers can build their own “layers” for the app using the company’s provided API. While the application doesn’t always deliver the experiences it promises, that hasn’t stopped co-founder Maarten Lens-Fitzgerald from proclaiming that AR apps will be second only to voice on mobile phones in the coming years. He may be right…eventually, but that time hasn’t come just yet. For now, Layar just gives us a glimpse of what’s possible and for that, we’re grateful, excited, and highly anticipating what AR may bring in 2010. Your Favorite Mobile Game (Cross-Platform) Although not an app itself, we have to add “mobile games” as a general category to this “best of” list. To not do so would be to ignore one of the biggest mobile trends of the past year: mobile devices becoming “real” gaming platforms. While most mobile gaming development advances have taken place on the iPhone, these days more people than ever are using their mobile phones for games instead of portable gaming handhelds like the PSP. These games include everything from quick time-wasters to internet-connected multi-player challenges to in-depth “story” games that previously only existed on PCs and game consoles. While your favorite mobile game will no doubt differ from your friend’s, there’s no doubt that practically every single mobile device owner has at least one game installed if not more. What About Blackberry, Windows Mobile, Symbian, etc.? You’ll notice this list is a bit biased towards certain mobile platforms over others. That’s not because there aren’t other worthwhile apps out there, but when you’re comparing apples to apples (for example, Facebook for Blackberry vs. Facebook for iPhone), there’s a clear winner in terms of user interface, design, and feature set. In fact, two Blackberry users here at RWW noted this same problem when we rounded up our personal favorite apps last week . Jolie exclaimed Blackberry users have “few options and fewer favorites,” while Alex wrote “the experience is just awful.” That being said, we can at least rejoice in the fact that today, every mobile platform at least has an App Store filled with apps to choose from – even if they’re not all that great. Your Favorite Apps As mentioned above, this list is subjective and editorially selected to highlight the most notable applications of the year. However, we recently collated your responses to our question about favorite mobile apps , too. If your favorite didn’t make the list above, it may have made the one below. According to your comments, the top 20 favorite apps of RWW readers are as follows: Facebook Tweetie Google Maps Foursquare Evernote Shazam Google Mobile Echofon Gmail Mobile Pandora TweetDeck Twitterrific Dropbox Kindle Spotify Yelp Beejive IM Flickr Opera Mini Qik Do you agree or disagree with our list? Let us know why or why not in the comments. Discuss

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Top 10 Mobile Web Products of 2009

This Monday we’re releasing our latest premium research report, entitled The Real-Time Web and Its Future . You can pre-order this in-depth report for just $200 . One of the 50 interviews we conducted was with Ted Roden , a Creative Technologist at The New York Times. In this post, an edited extract from our new report, we explore how Roden works with real-time data at The Times. We also discuss the creative real-time development he’s doing on a side-project called EnjoysThings . Pre-order now: The Real-Time Web and Its Future, $200 if you order before 30 Nov ; check out the Table of Contents (PDF) and a sample chapter (PDF). Sponsor The primary contributions Ted Roden makes to understanding the real-time web include articulating: the material benefits of going real time the importance of user experience the changing landscape in analytics and advertising We had a conversation with Roden about what happened after he added a real-time feed to EnjoysThings; he articulates well some of the biggest advantages of a real-time infrastructure. EnjoysThings is a visual bookmarking site, like Delicious for images and other media. Even text snippets bookmarked are highlighted visually. User experience is a key consideration in all the site’s developments and the service is a lot of fun to use. This summer Roden added a premium subscription option to the site, called Joy accounts. Joy accounts cost $20 per year for access to all the current and forthcoming premium features, or users can pay $5 for a single premium feature like disabling ads on the site or being able to view NSFW content. One of the features Joy account holders get is access to a real-time view of new content shared. That real-time stream can be viewed in any browser but may be best served up via a Firefox sidebar. A real-time feed as up-sold value add? That’s remarkable and Roden says the response has been positive. The sidebar is simple but compelling. New content is pushed live into the side of the browser as soon as it’s shared on the site, including images. At first Roden said he used AJAX set to poll his site every few seconds. Then he switched to a Comet implementation. He says he’s using the open source infrastructure Tornado , from Facebook, for his real-time prototypes at the Times. EnjoysThings is still very small but the implications of adding real-time to this site could likely be incurred by sites of any size. 1. INCREASED TIME ON SITE “People leave it open all day long,” Roden said of the sidebar. “Time-on-site has seen a huge increase. It’s like when the new content comes in on the Facebook Live Feed, if you know it’s about to pop in 5 seconds you’ll stick around.” There are a number of different factors that are making time-on-site an increasingly important metric on the web, compared to pageviews. Increased consumption of video is the best known, but as real-time streams of aggregated content become increasingly common, increased time-on-site will be an important measurement of how successful an implementation is. 2. DECREASED SERVER COSTS After implementing real-time infrastructure, Roden reports that “my site runs a lot more smoothly, I’ll probably move the whole site to that technology because deep down it’s much easier on the database for me.” “I used to get hit by Stumbleupon and [the site] would start to crawl. Then I changed to some of this real time stuff and I’ve reduced the number of servers. Instead of the users sitting on the page and refreshing, I push it out to them. My EC2 bill has gone way down.” Roden’s experience compliments the story that Google’s Brad Fitzpatrick told us about using PubSubHubbub push feeds to deliver shared items in Google Reader to FriendFeed. Changing from polling to real-time push cut traffic between the two sites by 85%. Likewise, magazine-style feed reader Feedly says that the part of its service that now consumes PubSubHubbub from Google Reader has seen a 72% reduction in bandwidth. …(continued) To read the rest of this sample chapter, see the PDF download . You can also check out the Table of Contents and pre-order the full report at a discounted price of $200. Discuss

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Case Study: The Real-Time Web at the New York Times & EnjoysThings

We’re excited to announce that our latest premium research report will be available for download on Monday! Titled The Real-Time Web and Its Future , the report is a broad and deep look at the emerging world of real-time technology on the web. Based on 50 interviews with companies, engineers and executives building or leveraging real-time technology – the subtitle of this report could very well be “Real-Time, Beyond Twitter and Facebook.” Social networks, infrastructure providers, media companies, non-profits and financial services companies were all interviewed and will all find this report useful to quickly develop a sophisticated understanding of this important trend on the web. Large portions of the web will be operating in real-time and this report will provide you with an important competitive advantage. You can pre-order the report at a $100 discount here ; check out the Table of Contents (PDF) and a sample chapter (PDF) below. Sponsor There is so much work being done around push delivery of messages – messages between people, between websites and people and between machines and machines – that it’s impossible to capture the whole market. What we’ve done is develop in-depth case studies of 10 companies that are illustrative of general trends or have wildly innovative strategies. We’ve profiled twenty four key people to watch in order to understand the future of real time. We’ve done overviews of three of the biggest sectors in this market – search, stream readers and filtering/text analysis. And we offer five visualizations to help you understand the issues and strategies. This report captures the wisdom of thousands of hours of work with real-time technology by people breaking new ground – then it was distilled down through hundreds of hours of interviews, research and writing by ReadWriteWeb staff and hundreds of Real-Time Summit attendee conversations. Now you can purchase the report and get an in-depth understanding of this emerging trend in just a few hours of reading and for a bargain price of $200 by pre-order, or $300 next week. Pre-order today and you’ll receive a link to download the 60+ page PDF on Monday, November 30th. For your perusing pleasure we offer today the Table of Contents and one full sample chapter for download. Or, check out this excerpt from that sample chapter below. Ted Roden Brings the Real-Time Web to the NY Times and EnjoysThings By day, Ted Roden works at the very top floor of the New York Times building, in the R&D department. The Times has a great team of engineers; they do cutting edge work in APIs, data visualization and computer assisted reporting. Roden does work with real-time data at his day job, but he gets full creative freedom when working a side-project called EnjoysThings . The primary contributions Ted Roden makes to understanding the real-time web include articulating: the material benefits of going real time the importance of user experience the changing landscape in analytics and advertising We had a conversation with Roden about what happened after he added a real-time feed to EnjoysThings; he articulates well some of the biggest advantages of a real-time infrastructure. EnjoysThings is a visual bookmarking site, like Delicious for images and other media. Even text snippets bookmarked are highlighted visually. User experience is a key consideration in all the site’s developments and the service is a lot of fun to use. This summer Roden added a premium subscription option to the site, called Joy accounts. Joy accounts cost $20 per year for access to all the current and forthcoming premium features, or users can pay $5 for a single premium feature like disabling ads on the site or being able to view NSFW content. One of the features Joy account holders get is access to a real-time view of new content shared. That real-time stream can be viewed in any browser but may be best served up via a Firefox sidebar. A real-time feed as up-sold value add? That’s remarkable and Roden says the response has been positive. The sidebar is simple but compelling. New content is pushed live into the side of the browser as soon as it’s shared on the site, including images. At first Roden said he used AJAX set to poll his site every few seconds. Then he switched to a Comet implementation. He says he’s using the open source infrastructure Tornado , from Facebook, for his real-time prototypes at the Times. EnjoysThings is still very small but the implications of adding real-time to this site could likely be incurred by sites of any size. 1. INCREASED TIME ON SITE “People leave it open all day long,” Roden said of the sidebar. “Time-on-site has seen a huge increase. It’s like when the new content comes in on the Facebook Live Feed, if you know it’s about to pop in 5 seconds you’ll stick around.” There are a number of different factors that are making time-on-site an increasingly important metric on the web, compared to pageviews. Increased consumption of video is the best known, but as real-time streams of aggregated content become increasingly common, increased time-on-site will be an important measurement of how successful an implementation is. 2. DECREASED SERVER COSTS After implementing real-time infrastructure, Roden reports that “my site runs a lot more smoothly, I’ll probably move the whole site to that technology because deep down it’s much easier on the database for me.” “I used to get hit by Stumbleupon and [the site] would start to crawl. Then I changed to some of this real time stuff and I’ve reduced the number of servers. Instead of the users sitting on the page and refreshing, I push it out to them. My EC2 bill has gone way down.” Roden’s experience compliments the story that Google’s Brad Fitzpatrick told us about using PubSubHubbub push feeds to deliver shared items in Google Reader to FriendFeed. Changing from polling to real-time push cut traffic between the two sites by 85%. Likewise, magazine-style feed reader Feedly says that the part of its service that now consumes PubSubHubbub from Google Reader has seen a 72% reduction in bandwidth. …(continued) To read the rest of this sample chapter, see the PDF download above. Please see also the Table of Contents and pre-order now to get a great discount on the forthcoming report! Discuss

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The Real-Time Web and Its Future: Sample Chapter, Table of Contents Available Now!