Chapter 12. adding applications to your site

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don't miss ...

  1. The big question: Should you build or buy?

  2. Choosing the right technology

  3. 10 things to ask before choosing a technology

  4. Developing software for your site

  5. Building the right team

  6. How to work with engineers

At some point, almost every commercial web site will need more advanced technology. The technology may appear on the site, like a shopping cart for an online store, or it may be used behind the scenes to send email newsletters or manage content. Whatever it is, the site faces the essential question: Build or buy?

If you build your own application from scratch, you'll get a product custom-made to your own needs. But you'll have to invest the time and engineering effort to create and maintain it. If you buy a third-party product, you may not get everything you hoped for, but you'll get it a lot faster.

Nine times out of ten, it's more sensible to buy a technology than to develop it yourself.


In the early days, of course, we didn't have this choice. Site developers had to build everything from the features on their site to the software behind it themselves. But the most common needs are now addressed through commercial products. And you should use them. If at all possible, you should use them. Nine times out of ten, it's more sensible for companies to buy a technology than to develop it themselves.

Using third-party products saves you time, money, and frustration, and lets you focus your efforts on those aspects of your site that matter most. That said, you shouldn't expect to find a turn-key solution to every problem. In most cases, you'll be choosing among several imperfect solutions. And it may take a real effort to make them work for you and with each other.

"I came to the web thinking you have to build everything yourself, because when I started, you did," says Dave Thau, an industry veteran who wrote The Book of JavaScript. "Now I'm kind of amazed by what you can buy...and also how hard it is to get things you buy to work together."

Whether you're buying a commercial application or building your own, there are always trade-offs to be made. And it's smart to consider them before choosing a direction.

3 ways to add a new technology:

  1. Build your own application from scratch.

  2. Buy a flexible application that can (and must) be customized.

  3. Buy a ready-to-use technology that can be used straight out of the box.

building your own application The advantage of designing and developing your own product is obvious: You get something custom-made for you and your needs. But there are serious drawbacks: It takes time and money to develop software. And it doesn't end when the program's up and running. You still have to document and maintain what you've built. "The word 'maintain' may sound innocuous, but there's a lot hiding behind that word," warns Noah Mercer, former director of software development for The New York Times and The Washington Post. "You have to evolve the software to keep pace with your business, integrate it with other software you buy, and update it as the underlying infrastructure changes."

buying a flexible product Many third-party technologies can be customized to suit your particular needs and can evolve as your organization grows. These applications are more like a toolkit than a finished product: They let your engineers build a product that meets your specific needs. The flip-side to this flexibility is the work it takes to customize. You'll need to devote staff or hire consultants to adapt the software to your needs. This can be expensive and time-consuming.

buying a ready-to-use technology Some off-the-shelf products can be installed and used immediately after they're purchased, with only minimal configuration. They're fast and fuss-free, but you may outgrow them. A few months or a few years down the road, you may find that your your site has grown or your needs have changed.



The Unusually Useful Web Book
The Unusually Useful Web Book
ISBN: 0735712069
EAN: 2147483647
Year: 2006
Pages: 195
Authors: June Cohen

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