Yuval Zukerman

Starting my career with Razorfish at the hayday of the dot.com bubble, I was embedded with the belief that a coder should not just be one but aim to be a technologist. Technologists look at the bigger picture, not just what's in front of them, the trends, what lies ahead. After going through the dry years that followed and a short stint with Digitas, I help Molecular clients to see that bigger picture and try to find ways to meet the challenges ahead. I am currently focusing on social networks and how marketers can leverage them to build their brands. Feel free to talk to me at yzukerman@molecular.com

Posts written by Yuval Zukerman

April 22

Prognosticating about Oracle’s Sun Takeover

Monday’s announcement of Oracle’s takeover of Sun Microsystems was nothing short of a mild earthquake in the world of computing. Our hometown of Boston was celebrating Patriots’ Day and the Boston Marathon was keeping us all riveted. So after three days of mulling, thinking and tossing around ideas of what this all means, here’s my take of where this may lead.
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January 14

Location Based Services to All

The holy grail of marketing on mobile devices for at least the latter half of this decade revolved around the promise of location based services, or LBS. LBS mean that the network will share its knowledge of your whereabouts with an application, which in turn can react to it. For example, detecting that you are walking next to a McDonald’s location, your mobile device can suddenly pop a message on its screen telling you that you just got a coupon for a free Diet Coke if you buy a Big Mac. Built-in GPS would be the simple avenue to obtaining location data. Still, as Google Maps users on older Blackberry devices know, using cell tower information can give you a pretty decent idea where you are as well.
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September 5

Social networks like, may not be there, actually

Of course you do not want to believe it. You do not want to care about the people who still use dial-up, Windows 98 and AOL. And apparently mom and pop do not tweet much, really.

According to a study by pallbearer and highly vaunted Molecular sister company Synovate , 58% of online users worldwide (and they did talk to a totally not so shabby sample of 13,000 folks) do not even know what social networks are. They should be punished, I agree.
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May 29

Facebook gives up on (some) language-specific API/Platform clients

Earlier this month, Facebook announced that it was giving up on the development of their official Java API client, a core component into building Facebook platform applications. It was apparently an effort that drained a lot of resources and was used by a decreasing number of people. We used the client extensively on one of our projects and in many ways found it to be deficient and sadly, weaker than the company’s official PHP client library. Several things appear to stand out here, in my quite humble opinion:

1. Major companies like official APIs

We worked with a major client on building a Facebook application and the notion of a supported client library was providing their IT staff many a warm fuzzy. Corporations love having a number to call to resolve issues, service level agreements (SLAs) and the such, and that is where the word ‘official’ holds sway. Corporations also love using Java, which is the de-facto co-favorite (with Microsoft’s technologies) on corporate servers. At the same time, Facebook never provided any SLAs or guaranteed any support duration for any version of the platform’s APIs. Furthermore, Facebook remains a fast-moving target in order to provide users with more features in a constantly evolving market. Time will tell if this has any effect on what was a corporate gold rush on Facebook.

2. Java is less important

It is clear that the vast majority of Facebook application developers use PHP as the application development language. Facebook itself uses PHP and writes many of the common applications using their own PHP library. It all appears to be working just fine, thank you. And while the back-end relies on everything from C/C++ to Java and even Erlang, providing Java developers with a client library seems less crucial to Facebook’s business goals. Java developers were quick to create their own libraries for Facebook’s APIs so the official library ended up facing competition from the start. What the official client had that open source clients did not and will not have is the ability to foresee and update immediately to API changes. So it is possible that the Facebook math is that few people actually use Java to write applications, those few people supposedly have funding (because Java is corporate) and therefore can pay or support client development themselves.

3. REST is difficult to write clients for

Facebook is using REST for its web service API. REST is good for small, nimble applications that need to work quickly with minimal processing overhead. REST’s weakness, in my opinion, comes from the fact that beyond documenting your custom protocol, you or the consumers or your web service need to maintain a codebase for a client. Google and Amazon buck the trend somewhat and still offer SOAP web services (alongside with REST). SOAP is the inverse of REST in many ways – heavyweight (lots of XML going in either direction), demands intense processing power and is difficult to be read by humans, as it is more geared towards machines. Yet generating SOAP clients after an API updates is trivial. You just tell your Java/.Net/Perl/Python/whatever SOAP client generator to look at the service specification (WSDL) and voila – you have a client. If you own the API, changing the SOAP service specification is almost as easy (one click does it quick in Visual Studio, for example). The Facebook platform is at the point where it is so expansive and capable that SOAP may be a better call.

4. Faint odor of Microsoft

I love Microsoft. I own Microsoft stock (about 3 or 4).

Let’s put the Microsoft conspiracy theory hat on: Microsoft owns a pretty chunk of Facebook and may be vying for more. In the place where the official Java client library used to appear, you now see a slew of exciting Microsoft technologies for your usage pleasure instead. Coincidence? maybe. Facebook has every right to do this and I am reading the tea leaves. At least Microsoft sees a return on its investment if only in a roundabout way.

January 22

The long long word conundrum

One of our recent projects posed us with a challenging and surprisingly elusive problem: how to break long words that do not really fit in the space allotted to them within the layout of a web page.

In our case, we allowed users to supply text that was 30 characters long which worked fine as long as the user put multiple words inside that string. What caused the problem was that if the user put 30 characters without a space right next to each other, it would often times make the layout break (as happened in Internet Explorer) or just look ugly with an overflow (Firefox). That’s why you pay the QA folks the big bucks.

The preliminary solution implemented was twofold:

1. For Internet Explorer use the proprietary CSS

word-wrap: break-word;

which makes Internet Explorer do just that, break words if there is no room to show them in the space allotted.

2. For every other browser, use the CSS

overflow: hidden;

to hide the stuff that cannot be shown. This is sub-optimal but the layout stays in tact.

Today I stumble across a posting in on del.icio.us that mentions something called the soft-hyphen, which is supported in the upcoming release of Firefox 3. Digging deeper brought me to this page on the always helpful but sort-of behind the time QuirksMode page.

Mentioned are three methods of helping the browser perform the ever so elusive long word wrap:

  • Use an arcane tag (and we all love the arcane tags)
  • Use the soft-hyphen character (­)
  • Use an odd character in Unicode (​)

The idea the latter two is that if the browser sees that there is no room, the word should break and the line being broken will get a real hyphen. Some server-side code or JavaScript will have to be used in order to insert these special characters (or tag) that advise the browser where to fold the line if necessary. What I found amazing is that our brave, beloved, Firefox, does not conform to all three of the suggested options but IE 7 and (gulp, I am going to say it) Safari 3 do. Still, I would take my lumps and go with something that gets the job done.

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