March 3, 2007
Few large eCommerce retailers are using AJAX technology on their sites and at least a few
companies using AJAX technology to create interactive Web pages say they have been able to improve
their customer experience, while at the same time they avoided prohibitive startup costs, according
to new research.
being used to build Web services that act
like desktop applications.
The main advantage for users is that AJAX-based pages allow you to access new functions without
reloading a Web page.
The makers of Gliffy, an online program that lets users draw and share diagrams, used an open source
platform called OpenLaszlo to help them build their site.
“They make it so much easier to do development,” Gliffy president and co-founder Chris Kohlhardt
said of Laszlo and similar toolkits. “We have people who were able to build this entire thing using
just Laszlo, two programmers and their brains. Now we have a profitable company in a matter of two
The use of Laszlo costs nothing, so salary was the only major expense, according to Kohlhardt, who
is based in San Francisco.
“We’re so much different than a static Web page,” he said. “You can actually create pictures
within your Web browser,” added Kohlhardt.
Brulant, an Ohio firm that does marketing and Web site design, recently examined the Web sites
created by 115 of the top 200 Internet retailers and found that only one in four were using some
type of AJAX technique. Only six per cent were using advanced AJAX techniques, the firm said.
Blockbuster, Hollywood Video and Amazon.com are among those leading the way in AJAX, said Mark
Fodor, a partner at Brulant who performed the study.
Hollywood Video’s site, for example, allows users to rate movies from one to five stars and place
films in a wish list without having to reload a page. The idea is to create a program that can run on
its own within a Web browser, said David Temkin, co-founder of Laszlo Systems.
“It’s just now becoming popular. It’s not mainstream,” he said. When you click on an option within
a site built with AJAX, or a similar type of site known as a rich Internet application (RIA), “certain
things happen that may not go back to the server at all,” he said.
Temkin added “you’re running a little program in the browser so it can do things on its own. When
it does go back to the server it’s not to get a whole new document.”
Wal-Mart and H&R Block are among the companies using Laszlo to build AJAX capabilities. Most
companies that use AJAX are just scraping the surface, and no one has perfected a checkout process that
can be done without reloading any pages, Fodor said.
Pandora, an Oakland, Calif., company, allows users to build their own radio stations. A user can
pick just a few songs or artists he or she likes, and the Pandora system will then play a huge
variety of songs similar to the ones chosen. “We wanted something that wouldn’t require an additional
music download,” said Tom Conrad, Pandora’s CTO.
He added “out of the box, a browser doesn’t know how to play audio.”
Source: IT World Canada
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