The six key areas that will determine the success of a Web 2.0 implementation are scale, content management, security, development techniques, user experience, and community. Web 2.0 companies now have more options and technologies for dealing with them all as they build a software and server infrastructure and IT architecture that differs substantially from Web sites of the past. To win with Web 2.0, companies have to innovate and have a community approach, as well as a unique and very appealing and viral environment. Web 2.0 companies can get going without creating their own data centers, since online retailer Amazon sells parts of its infrastructure to start-ups that heed assistance in obtaining adequate cutting performance. As for security, there are many ways to hide JavaScript in a Hypertext Markup Language (HTML) page, so the Web 2.0 company must from day one have strong security so that protection is provided against worms that are cross-platform and can be launched by Apple Computer's Macintoshes, Linux workstations, or Windows PCs. Lightweight development will ensure speed, and, to define and improve the user experience, Web 2.0 should find new ways to amaze and delight users, give them what they want, and pleasantly surprise them. For instance, Microsoft's purchase of Vexcel and Massive hint that the company plans to improve Microsoft Virtual Earth with features that will allow partners Best Buy, Expedia, and others to inject the applications with their own innovations.