ArcGIS online provides browser level control, access to geo databases and SDK for Silverlight, Virtual Earth and a variety of data from soil samples, topography to open street maps. In this talk from the Where 2.0 conference held last may Rob Shanks introduces some of the features available in the latest edition of ArcGiS online. Showcasing the javascript UI for creating web maps, ArcGIS online promises improved manageability for online developing GIS tools for the non programmer. Promising support for users to share data with users publicly and privately this latest offering provides access to rich content for free and at premium prices.