Web 3.0 +
Embracing the future




     James Hogan
     December 2009
Some things to discuss today

1.   Where we are now        From Web 1.0 to Web 2.0

2.   What’s coming next      Web 3.0 a...
Where we are now

Key features
Major developments
Main shortcomings
Some immediate next steps




Web 3.0 +
Embracing the ...
Key features
Web 1.0                      Web 2.0
  Static           →          Dynamic
Read-only          →         Inter...
Key features
Web 1.0                      Web 2.0
  Static           →          Dynamic
Read-only          →         Inter...
Key features
          Web 1.0                              Web 2.0
            Static              →                Dynam...
Key features
           Web 1.0                              Web 2.0
              Static              →               Dyn...
Key features
           Web 1.0                                  Web 2.0
                Static                 →         ...
Key features
            Web 1.0                                             Web 2.0
                  Static             ...
Key features
                   Web 1.0                                             Web 2.0
                        Static...
Major developments
Web 1.0    →      Web 2.0
Major developments
    Web 1.0                     Web 2.0
Focused on companies   →   Focused on communities
Major developments
    Web 1.0                     Web 2.0
Focused on companies       Focused on communities
  Owning cont...
Major developments
    Web 1.0                     Web 2.0
Focused on companies       Focused on communities
  Owning cont...
Major developments
    Web 1.0                     Web 2.0
Focused on companies       Focused on communities
  Owning cont...
Major developments
    Web 1.0                     Web 2.0
Focused on companies       Focused on communities
  Owning cont...
Major developments
    Web 1.0                     Web 2.0
Focused on companies       Focused on communities
  Owning cont...
Major developments
      Web 1.0                         Web 2.0
 Focused on companies           Focused on communities
  ...
Major developments
      Web 1.0                         Web 2.0
 Focused on companies           Focused on communities
  ...
Main shortcomings
Web 1.0           Web 2.0
Main shortcomings
Web 1.0                Web 2.0
 Context             Personalisation
Interaction          True portabilit...
Main shortcomings
Web 1.0                Web 2.0
 Context             Personalisation
Interaction          True portabilit...
Main shortcomings
          Web 1.0                             Web 2.0
           Context                          Person...
Some immediate next steps
     Web 2.0
Don’t forget the basics
  Low hanging fruit
Exploit social networks
Customer engage...
Some immediate next steps
        Web 2.0
                                    Familiar or initiative navigation and functi...
Some immediate next steps
     Web 2.0
Don’t forget the basics
                               Consider low-cost enhancemen...
Some immediate next steps
     Web 2.0
Don’t forget the basics
   Low hanging fruit
                                 Engag...
Some immediate next steps
        Web 2.0
   Don’t forget the basics
     Low hanging fruit
   Exploit social networks
   ...
What’s coming next

A cycle or a continuum?
Possible adoption path
The key features




Web 3.0 +
Embracing the future
A cycle or a continuum?
1989           1999      2009      2019
 →              →         →         →
Web 1.0        Web 2...
A cycle or a continuum?
1989            1999       2009        2019
  →               →          →           →
 Web 1.0   ...
A cycle or a continuum?
   1989                   1999                       2009                      2019
      →       ...
A cycle or a continuum?
   1989                   1999                       2009                      2019
      →       ...
A cycle or a continuum?
   1989                   1999                       2009                      2019
      →       ...
A cycle or a continuum?
   1989                   1999                       2009                      2019
      →       ...
A cycle or a continuum?
   1989                   1999                       2009                      2019
      →       ...
Possible adoption path
1989          1999       2009      2019

Web 1.0        Web 2.0   Web 3.0   Web 4.0
Possible adoption path
     1989                    1999                    2009                    2019

      Web 1.0   ...
Possible adoption path
     1989                    1999                    2009                    2019

      Web 1.0   ...
Possible adoption path
     1989                    1999                    2009                    2019

      Web 1.0   ...
Possible adoption path
     1989                    1999                    2009                    2019

      Web 1.0   ...
Possible adoption path
     1989                    1999                    2009                    2019

      Web 1.0   ...
The key features
                       Web 3.0 +
The semantic web          →           Intelligent search
Data and analyt...
The key features
                                                        Web 3.0 +
             The semantic web          ...
The key features
                                                    Web 3.0 +
              The semantic web             ...
The key features
                                                  Web 3.0 +
        The semantic web                     ...
The key features
                                                   Web 3.0 +
              The semantic web              ...
The key features
                       Web 3.0 +
The semantic web                      Intelligent search
Data and analyt...
Some initial thoughts

The semantic web
Intelligent search
Data and analytics
Dynamic personalisation
User interface
Augme...
Science fact!
The semantic web
The semantic web




Unlocking the power of information stored in the world’s computers
The semantic web




   Computers talking
  to other computers
Metadata describes content elements
 Ontology (OWL) classif...
The semantic web




       Vodafone Live!
      mobile phone portal
   Retrieves content from a range of CMSs
   Uses ‘Re...
The semantic web




             Pinpointing the genetic
             causes of heart disease
              Data collecte...
Intelligent search
Intelligent search




Letting the web do the work and improving the user experience
Intelligent search




         Improving
        online search
Natural language rather than key words
Semantic web disamb...
Intelligent search




       Multiple searches
      with collated results
   Use complex sentences and questions
    “I ...
Intelligent search




       Multiple searches
      with collated results
   Use complex sentences and questions
    “I ...
Intelligent search




                  Computer agents as
                  personal assistants
               Gathers d...
Data and analytics
Data and analytics
Data and analytics




Utilise insights to optimise the user experience and maximise results
Data and analytics




   An insights-driven
       approach
Deliver content and capture response
Utilise behavioural data...
Data and analytics




            Analysis
         and monitoring
   Maximise generation of the right traffic
   Use web...
Data and analytics




                  Dynamic feedback
                  and optimisation
                Utilise multi...
Dynamic personalisation
Dynamic personalisation




Providing targeted communications and information to engaged users
Dynamic personalisation




      Customisation
     and aggregation
Tailoring home-page content elements
 From BBC, iGoog...
Dynamic personalisation




                 Targeted
             ‘calls to action’
      Offering relevant products and ...
Dynamic personalisation




                   Delivering unique
                   user experiences
                  Dyn...
User interface
User interface
User interface




Creating more user-friendly and interactive interfaces and applications
User interface




         TouchSmart
           from HP
   Next generation touch-screen PC
Pinch, zoom and pan to contro...
User interface




           Surface
        from Microsoft
  Collaborative multi-touch table-display
 Interactive naviga...
User interface




           Surface
        from Microsoft
  Collaborative multi-touch table-display
 Interactive naviga...
User interface




           Surface
        from Microsoft
  Collaborative multi-touch table-display
 Interactive naviga...
User interface




                      Sixth Sense
                       from MIT
                  Wearable gestural i...
Augmented reality
Augmented reality
Augmented reality




Digitally enhancing what people see, hear, feel and smell
Augmented reality




          Sixth Sense
           from MIT
Comprises camera, projector and phone
 Overlays real-word ...
Augmented reality




          Sixth Sense
           from MIT
Comprises camera, projector and phone
 Overlays real-word ...
Augmented reality




          Sixth Sense
           from MIT
Comprises camera, projector and phone
 Overlays real-word ...
Augmented reality




                Z4 in 3D
              from BMW
       Application to control a Z4 car
    Interface...
Augmented reality




                Z4 in 3D
              from BMW
       Application to control a Z4 car
    Interface...
Augmented reality




                       iPhone app
                     from Monocle
              Uses the camera to...
Device proliferation
Device proliferation




A wide range of ‘always on’ devices and integrated services
Device proliferation




          The mobile
           revolution
Smaller laptops and powerful phones
 Innovative applic...
Device proliferation




          The mobile
           revolution
Smaller laptops and powerful phones
 Innovative applic...
Device proliferation




                Cloud
              computing
    Easy to create and manage mobile sites
    Host...
Device proliferation




                Cloud
              computing
    Easy to create and manage mobile sites
    Host...
Device proliferation




                       A connected
                          world
                  Ubiquitous w...
Integrated media
Integrated media




Convergence of computing and entertainment as well as infrastructure
Integrated media




             Vision
            from BT
On demand digital TV, films and music
    Requires dedicated ...
Integrated media




             iPlayer
           from BBC
      Catch-up TV and radio service
     Web delivery – brow...
Integrated media




                          iTunes
                       from Apple
              MP3 music download s...
Integrated media




         Vision               iPlayer             iTunes
        from BT             from BBC        ...
Putting it all together
                     Back-end         →         Front-end
Infrastructure
  Systems
Applications
  ...
Putting it all together
                      Back-end              Front-end
Infrastructure      The semantic web   →   I...
Putting it all together
                      Back-end                    Front-end
Infrastructure      The semantic web  ...
Putting it all together
                      Back-end                    Front-end
Infrastructure      The semantic web  ...
Putting it all together
                      Back-end                    Front-end
Infrastructure      The semantic web  ...
Putting it all together
                        Back-end                    Front-end
  Infrastructure      The semantic w...
Developing a strategy

Technology adoption curve
A planning approach
Some things to watch out for




Web 3.0 +
Embracing ...
Technology adoption curve

                                        High




Maturity                                Low
  ...
Technology adoption curve

   Cost                                 High




Maturity                                Low
  ...
Technology adoption curve

   Cost                                                                         High




Maturi...
Technology adoption curve

   Cost                                                                         High




Maturi...
Technology adoption curve

   Cost                                                                         High




Maturi...
Technology adoption curve

   Cost                                                                         High




Maturi...
Technology adoption curve

   Cost                                                                         High




Maturi...
A planning approach
Technology   →     Business
A planning approach
       Technology                           Business
Establish vision and principles   →   Align to bu...
A planning approach
       Technology                                 Business
Establish vision and principles            ...
A planning approach
        Technology                                 Business
 Establish vision and principles          ...
A planning approach
        Technology                                 Business
 Establish vision and principles          ...
A planning approach
        Technology                                 Business
 Establish vision and principles          ...
A planning approach
        Technology                                 Business
 Establish vision and principles          ...
A planning approach
        Technology                                 Business
 Establish vision and principles          ...
A planning approach
        Technology                               Business
 Establish vision and principles          Al...
Some things to watch out for
Web 3.0 +
    Privacy
   Security
  Metadata
    Hype
   Culture
 Collaboration




     Care...
Some things to watch out for
Web 3.0 +
                     Standard use of cookies will be prohibited under EU law
    Pr...
Some things to watch out for
Web 3.0 +
    Privacy
                     More and more personal data will be stored online
...
Some things to watch out for
Web 3.0 +
    Privacy
   Security
                     Meta data will need to be added to all...
Some things to watch out for
Web 3.0 +
    Privacy
   Security
  Metadata
                     Very few blog posts actuall...
Some things to watch out for
Web 3.0 +
    Privacy
   Security
  Metadata
    Hype
                     A culture of innov...
Some things to watch out for
Web 3.0 +
    Privacy
   Security
  Metadata
    Hype
   Culture
                     Busines...
A quick summary

What is it?
How can it help?
What do I need to do?




Web 3.0 +
Embracing the future
A quick summary
                         Web 3.0 +
     What is it?
  How can it help?
What do I need to do?




         ...
A quick summary
                        Web 3.0 +
                               The next generation of the web with tools...
A quick summary
                         Web 3.0 +
      What is it?
                                It can help to create...
A quick summary
                        Web 3.0 +
     What is it?
  How can it help?
                               Striv...
Thanks for listening!

Any questions?




Contact
     James Hogan
e.   james_hogan70@hotmail.com
m.   07870 625 494
A few things about me

My career milestones
My favourite websites
My website reviews
My website projects




Web 3.0 +
Emb...
My career milestones
1990   1994   1998   2002   2006   2010
My career milestones
   1990               1994                 1998                 2002                 2006            ...
My career milestones
   1990               1994                 1998                 2002                 2006            ...
My career milestones
   1990               1994                 1998                 2002                 2006            ...
My career milestones
   1990               1994                 1998                 2002                 2006            ...
My career milestones
   1990               1994                 1998                 2002                 2006            ...
My career milestones
   1990               1994                 1998                 2002                 2006            ...
My favourite websites

Sony Ericsson
Logitech
Nivea
Pearsonville
Apple
Aviva
My website reviews

CA
Cisco
Citrix
Dimension Data
Logitech
Misys
Ricoh
Well done!                         Could do better...
    Clean and clear design           Inconsistent third-level naviga...
Well done!                       Could do better...
Nice interactive promotional slots   More consistent global navigation...
Well done!                       Could do better...
   Clean and simple design          Re-emphasise key user journeys
Pow...
Well done!                     Could do better...
 Great content – well organised         Fairly dated design style
 Usefu...
Well done!                   Could do better...
Fresh and modern design     Segmentation of audience groups
Well-structure...
Well done!                           Could do better...
Related information, links and solutions        Improve overall na...
Well done!                       Could do better...
       Portal style design              Redesign the page-layouts
 Tra...
My website projects

TMC (1)
MTS (1)
Morgan Crucible
Britvic
TMC (2)
MTS (2)
moneysupermarket.com
Sage
Steria
Pfizer
Abbott
Personalised content and signposts
Sub-branded product microsites
Interactive message-driven flash movie
Message-driven design approach
Personalised content and signposts
Interactive multimedia Q&A
Engaging and interactive navigation
Customisable design styles
Interactive functionality and collaboration
Mission-critical database integration
Interactive message-driven ‘widget’
Establishing the core brand attributes
Stakeholder-based creative approach
Combining compelling copy and striking visuals
Thank you




Contact
     James Hogan
e.   james_hogan70@hotmail.com
m.   07870 625 494
Web 3.0+ | Embracing the future
Web 3.0+ | Embracing the future
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Web 3.0+ | Embracing the future
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Web 3.0+ | Embracing the future

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What will the next generation of the web look like and what do companies needs to do to embrace it.

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Web 3.0+ | Embracing the future

  1. 1. Web 3.0 + Embracing the future James Hogan December 2009
  2. 2. Some things to discuss today 1. Where we are now From Web 1.0 to Web 2.0 2. What’s coming next Web 3.0 and beyond 3. Some initial thoughts Opportunities and examples 4. Developing a strategy Planning and implementation 5. A quick summary Wrap-up and discussion Embracing the future
  3. 3. Where we are now Key features Major developments Main shortcomings Some immediate next steps Web 3.0 + Embracing the future
  4. 4. Key features Web 1.0 Web 2.0 Static → Dynamic Read-only → Interactive Proprietary → Open Source
  5. 5. Key features Web 1.0 Web 2.0 Static → Dynamic Read-only → Interactive Proprietary → Open Source
  6. 6. Key features Web 1.0 Web 2.0 Static → Dynamic Read-only → Interactive Proprietary → Open Source A ploy designed to convince venture capitalists to invest in the web
  7. 7. Key features Web 1.0 Web 2.0 Static → Dynamic Read-only → Interactive Proprietary → Open Source A plan to establish the most creative and effective ways to use the web
  8. 8. Key features Web 1.0 Web 2.0 Static → Dynamic Static HTML pages User-generated content Providing information Blogs and social networks No reason to return Widgets and mashups Yahoo! YouTube Read-only Interactive Proprietary Open Source Creating engaging experiences so users will want to return to the site
  9. 9. Key features Web 1.0 Web 2.0 Static Dynamic Read-only → Interactive Limited functionality or interactivity Multimedia and rich internet applications Feedback through web forms Interactive user experiences and participation Navigation through link directories Location-based services and collective intelligence Britannia Online Wikipedia Proprietary Open Source Creating interactive experiences so users can actively participate
  10. 10. Key features Web 1.0 Web 2.0 Static Dynamic Read-only Interactive Proprietary → Open Source Many major software applications are proprietary Programming toolkits, plug-ins and APIs Software applications available for download only Collaborative developer communities Source code for the programmes not freely available Accelerates innovation and development Internet Explorer Firefox Democratising the development of applications and integration of data
  11. 11. Major developments Web 1.0 → Web 2.0
  12. 12. Major developments Web 1.0 Web 2.0 Focused on companies → Focused on communities
  13. 13. Major developments Web 1.0 Web 2.0 Focused on companies Focused on communities Owning content → Sharing content
  14. 14. Major developments Web 1.0 Web 2.0 Focused on companies Focused on communities Owning content Sharing content Dial-up → Broadband and wireless
  15. 15. Major developments Web 1.0 Web 2.0 Focused on companies Focused on communities Owning content Sharing content Dial-up Broadband and wireless Web forms → Web applications
  16. 16. Major developments Web 1.0 Web 2.0 Focused on companies Focused on communities Owning content Sharing content Dial-up Broadband and wireless Web forms Web applications Home pages → Blogs and Facebook
  17. 17. Major developments Web 1.0 Web 2.0 Focused on companies Focused on communities Owning content Sharing content Dial-up Broadband and wireless Web forms Web applications Home pages Blogs and Facebook HTML and portals → XML and RSS
  18. 18. Major developments Web 1.0 Web 2.0 Focused on companies Focused on communities Owning content Sharing content Dial-up Broadband and wireless Web forms Web applications Home pages Blogs and Facebook HTML and portals XML and RSS Cluttered and boxy design → Slick and minimal design
  19. 19. Major developments Web 1.0 Web 2.0 Focused on companies Focused on communities Owning content Sharing content Dial-up Broadband and wireless Web forms Web applications Home pages Blogs and Facebook HTML and portals XML and RSS Cluttered and boxy design Slick and minimal design 45 million global users → 1 billion + global users
  20. 20. Main shortcomings Web 1.0 Web 2.0
  21. 21. Main shortcomings Web 1.0 Web 2.0 Context Personalisation Interaction True portability Scalability Interoperability
  22. 22. Main shortcomings Web 1.0 Web 2.0 Context Personalisation Interaction True portability Scalability Interoperability
  23. 23. Main shortcomings Web 1.0 Web 2.0 Context Personalisation Interaction True portability Scalability Interoperability The next generation of the web should begin to address these issues
  24. 24. Some immediate next steps Web 2.0 Don’t forget the basics Low hanging fruit Exploit social networks Customer engagement
  25. 25. Some immediate next steps Web 2.0 Familiar or initiative navigation and functionality Don’t forget the basics → Logical information architecture and signposting Engaging user experiences and on-brand design Low hanging fruit Exploit social networks Customer engagement Good design allows users to find information quickly and easily
  26. 26. Some immediate next steps Web 2.0 Don’t forget the basics Consider low-cost enhancements (e.g. Ajax or video) Low hanging fruit → Improve usability without full-scale redesign Optimise the design using feedback and analytics Exploit social networks Customer engagement Explore the opportunities for low-cost improvement
  27. 27. Some immediate next steps Web 2.0 Don’t forget the basics Low hanging fruit Engage in an open and honest dialogue with users Exploit social networks → Create online communities to build trust and loyalty Gather customer information quickly and cheaply Customer engagement Technology is only an ‘enabler’ of effective communication
  28. 28. Some immediate next steps Web 2.0 Don’t forget the basics Low hanging fruit Exploit social networks Expose internal systems to provide new services Customer engagement → Integrate e-marketing, web analytics and CMS Build customer profiles and utilise data (e.g. PURLs) Customers are the most important company asset – build loyalty
  29. 29. What’s coming next A cycle or a continuum? Possible adoption path The key features Web 3.0 + Embracing the future
  30. 30. A cycle or a continuum? 1989 1999 2009 2019 → → → → Web 1.0 Web 2.0 Web 3.0 Web 4.0
  31. 31. A cycle or a continuum? 1989 1999 2009 2019 → → → → Web 1.0 Web 2.0 Web 3.0 Web 4.0 Back-end Front-end Back-end Front-end
  32. 32. A cycle or a continuum? 1989 1999 2009 2019 → → → → Web 1.0 Web 2.0 Web 3.0 Web 4.0 Back-end Front-end Back-end Front-end Protocols Application platform Infrastructure Application platform Languages Widgets and mashups Web 3.0 browser User-generated mashups Building web pages Interactive experiences Metadata and ontologies Dynamic personalisation
  33. 33. A cycle or a continuum? 1989 1999 2009 2019 → → → → Web 1.0 Web 2.0 Web 3.0 Web 4.0 Back-end Front-end Back-end Front-end Protocols Application platform Infrastructure Application platform Languages Widgets and mashups Web 3.0 browser User-generated mashups Building web pages Interactive experiences Metadata and ontologies Dynamic personalisation
  34. 34. A cycle or a continuum? 1989 1999 2009 2019 → → → → Web 1.0 Web 2.0 Web 3.0 Web 4.0 Back-end Front-end Back-end Front-end Protocols Application platform Infrastructure Application platform Languages Widgets and mashups Web 3.0 browser User-generated mashups Building web pages Interactive experiences Metadata and ontologies Dynamic personalisation
  35. 35. A cycle or a continuum? 1989 1999 2009 2019 → → → → Web 1.0 Web 2.0 Web 3.0 Web 4.0 Back-end Front-end Back-end Front-end Protocols Application platform Infrastructure Application platform Languages Widgets and mashups Web 3.0 browser User-generated mashups Building web pages Interactive experiences Metadata and ontologies Dynamic personalisation
  36. 36. A cycle or a continuum? 1989 1999 2009 2019 → → → → Web 1.0 Web 2.0 Web 3.0 Web 4.0 Back-end Front-end Back-end Front-end Protocols Application platform Infrastructure Application platform Languages Widgets and mashups Web 3.0 browser User-generated mashups Building web pages Interactive experiences Metadata and ontologies Dynamic personalisation Nova Spivack Continually improving the customer experience
  37. 37. Possible adoption path 1989 1999 2009 2019 Web 1.0 Web 2.0 Web 3.0 Web 4.0
  38. 38. Possible adoption path 1989 1999 2009 2019 Web 1.0 Web 2.0 Web 3.0 Web 4.0 ↓ ↓ ↓ ↓ Science and academia Consumer and social Science and academia Business and commerce ↓ ↓ ↓ ↓ Business and commerce Business and commerce Business and commerce Consumer and social ↓ ↓ ↓ ↓ Consumer and social Science and academia Consumer and social Science and academia
  39. 39. Possible adoption path 1989 1999 2009 2019 Web 1.0 Web 2.0 Web 3.0 Web 4.0 ↓ ↓ ↓ ↓ Science and academia Consumer and social Science and academia Business and commerce ↓ ↓ ↓ ↓ Business and commerce Business and commerce Business and commerce Consumer and social ↓ ↓ ↓ ↓ Consumer and social Science and academia Consumer and social Science and academia
  40. 40. Possible adoption path 1989 1999 2009 2019 Web 1.0 Web 2.0 Web 3.0 Web 4.0 ↓ ↓ ↓ ↓ Science and academia Consumer and social Science and academia Business and commerce ↓ ↓ ↓ ↓ Business and commerce Business and commerce Business and commerce Consumer and social ↓ ↓ ↓ ↓ Consumer and social Science and academia Consumer and social Science and academia
  41. 41. Possible adoption path 1989 1999 2009 2019 Web 1.0 Web 2.0 Web 3.0 Web 4.0 ↓ ↓ ↓ ↓ Science and academia Consumer and social Science and academia Business and commerce ↓ ↓ ↓ ↓ Business and commerce Business and commerce Business and commerce Consumer and social ↓ ↓ ↓ ↓ Consumer and social Science and academia Consumer and social Science and academia
  42. 42. Possible adoption path 1989 1999 2009 2019 Web 1.0 Web 2.0 Web 3.0 Web 4.0 ↓ ↓ ↓ ↓ Science and academia Consumer and social Science and academia Business and commerce ↓ ↓ ↓ ↓ Business and commerce Business and commerce Business and commerce Consumer and social ↓ ↓ ↓ ↓ Consumer and social Science and academia Consumer and social Science and academia The various features will develop and mature at different times
  43. 43. The key features Web 3.0 + The semantic web → Intelligent search Data and analytics → Dynamic personalisation User interface → Augmented reality Device proliferation → Integrated media Creating the next generation of the web
  44. 44. The key features Web 3.0 + The semantic web → Intelligent search Ongoing collaborative effort led by the W3C Uses metadata to apply meaning to content Common framework and enabling technologies Interprets natural language search strings Easy sharing and reusing of data across platforms Computer agents learn preferences and desires Data and analytics Dynamic personalisation User interface Augmented reality Device proliferation Integrated media Seeking to free the underlying data in web documents around the world
  45. 45. The key features Web 3.0 + The semantic web Intelligent search Data and analytics → Dynamic personalisation Optimisation through defined goals and user journeys Display personalised information and preferences dynamically Integration of data across CMS and marketing / CRM systems Develop 360° customer view and one-to-one relationships Behavioural analysis and multi-variant testing (MVT) Intelligently blend analytical feedback and creative design User interface Augmented reality Device proliferation Integrated media Using data and insights to improve each individual user experience
  46. 46. The key features Web 3.0 + The semantic web Intelligent search Data and analytics Dynamic personalisation User interface → Augmented reality Redefine the way users interact with content Real-world superimposed with graphics and audio Facilitate live interaction and collaboration Relevant information is integrated and interactive Design the overall brand experience (TED) Providing a gateway into 3D and virtual environments Device proliferation Integrated media Rethinking the overall structuring of content, processes and data
  47. 47. The key features Web 3.0 + The semantic web Intelligent search Data and analytics Dynamic personalisation User interface Augmented reality Device proliferation → Integrated media Laptops getting smaller and phones becoming more powerful Computing and entertainment systems will merge Complete access to content on all devices and platforms Broadcast media will rely on the web as its delivery system The web is extending beyond computers and phones Convergence will enable content to be shared across platforms Revolutionising the way people live, work and communicate
  48. 48. The key features Web 3.0 + The semantic web Intelligent search Data and analytics Dynamic personalisation User interface Augmented reality Device proliferation Integrated media Creating the next generation of the web
  49. 49. Some initial thoughts The semantic web Intelligent search Data and analytics Dynamic personalisation User interface Augmented reality Device proliferation Integrated media Putting it all together Web 3.0 + Embracing the future
  50. 50. Science fact!
  51. 51. The semantic web
  52. 52. The semantic web Unlocking the power of information stored in the world’s computers
  53. 53. The semantic web Computers talking to other computers Metadata describes content elements Ontology (OWL) classifies content Framework (RDF) exchanges data
  54. 54. The semantic web Vodafone Live! mobile phone portal Retrieves content from a range of CMSs Uses ‘Resource Description Framework’ Content updates browsed within Live!
  55. 55. The semantic web Pinpointing the genetic causes of heart disease Data collected from disparate sources Information in incompatible formats Semantic web software integrates data
  56. 56. Intelligent search
  57. 57. Intelligent search Letting the web do the work and improving the user experience
  58. 58. Intelligent search Improving online search Natural language rather than key words Semantic web disambiguate word sense Searches for navigation and research
  59. 59. Intelligent search Multiple searches with collated results Use complex sentences and questions “I would like to do a, b and c tonight” Multiple results obtained and organised
  60. 60. Intelligent search Multiple searches with collated results Use complex sentences and questions “I would like to do a, b and c tonight” Multiple results obtained and organised
  61. 61. Intelligent search Computer agents as personal assistants Gathers data from multiple interactions Learns about your personal preferences Intelligently influences search results
  62. 62. Data and analytics
  63. 63. Data and analytics
  64. 64. Data and analytics Utilise insights to optimise the user experience and maximise results
  65. 65. Data and analytics An insights-driven approach Deliver content and capture response Utilise behavioural data and insights Optimise content and messaging
  66. 66. Data and analytics Analysis and monitoring Maximise generation of the right traffic Use web analytics and monitoring tools Integrate data across multiple systems
  67. 67. Data and analytics Dynamic feedback and optimisation Utilise multi-variant testing (MVT) Improve click-throughs and results Balance creative design and analytics
  68. 68. Dynamic personalisation
  69. 69. Dynamic personalisation Providing targeted communications and information to engaged users
  70. 70. Dynamic personalisation Customisation and aggregation Tailoring home-page content elements From BBC, iGoogle and Virgin Media NetVibes aggregates feeds and widgets
  71. 71. Dynamic personalisation Targeted ‘calls to action’ Offering relevant products and services Personalising messages and signposts Predicting likely goals and next-steps
  72. 72. Dynamic personalisation Delivering unique user experiences Dynamically tailoring all content Adapting to learned preferences Interpreting mood and feeling
  73. 73. User interface
  74. 74. User interface
  75. 75. User interface Creating more user-friendly and interactive interfaces and applications
  76. 76. User interface TouchSmart from HP Next generation touch-screen PC Pinch, zoom and pan to control content Developer zone to create applications
  77. 77. User interface Surface from Microsoft Collaborative multi-touch table-display Interactive navigation and manipulation Connects with various ‘tagged’ devices
  78. 78. User interface Surface from Microsoft Collaborative multi-touch table-display Interactive navigation and manipulation Connects with various ‘tagged’ devices
  79. 79. User interface Surface from Microsoft Collaborative multi-touch table-display Interactive navigation and manipulation Connects with various ‘tagged’ devices
  80. 80. User interface Sixth Sense from MIT Wearable gestural interface Content manipulated via hand gestures Projects image onto any surface
  81. 81. Augmented reality
  82. 82. Augmented reality
  83. 83. Augmented reality Digitally enhancing what people see, hear, feel and smell
  84. 84. Augmented reality Sixth Sense from MIT Comprises camera, projector and phone Overlays real-word items with content Integrates data from remote sources
  85. 85. Augmented reality Sixth Sense from MIT Comprises camera, projector and phone Overlays real-word items with content Integrates data from remote sources
  86. 86. Augmented reality Sixth Sense from MIT Comprises camera, projector and phone Overlays real-word items with content Integrates data from remote sources
  87. 87. Augmented reality Z4 in 3D from BMW Application to control a Z4 car Interfaces via the webcam and icon Wider AR initiative to assist service staff
  88. 88. Augmented reality Z4 in 3D from BMW Application to control a Z4 car Interfaces via the webcam and icon Wider AR initiative to assist service staff
  89. 89. Augmented reality iPhone app from Monocle Uses the camera to scan the real world Tags used to highlight available content Interfaces through the touch-screen
  90. 90. Device proliferation
  91. 91. Device proliferation A wide range of ‘always on’ devices and integrated services
  92. 92. Device proliferation The mobile revolution Smaller laptops and powerful phones Innovative applications and services Mobiles are ‘leapfrogging’ PCs globally
  93. 93. Device proliferation The mobile revolution Smaller laptops and powerful phones Innovative applications and services Mobiles are ‘leapfrogging’ PCs globally
  94. 94. Device proliferation Cloud computing Easy to create and manage mobile sites Hosted services delivered over the web Applications are device neutral
  95. 95. Device proliferation Cloud computing Easy to create and manage mobile sites Hosted services delivered over the web Applications are device neutral
  96. 96. Device proliferation A connected world Ubiquitous wireless connectivity Access anytime, anywhere any device From cars to domestic appliances
  97. 97. Integrated media
  98. 98. Integrated media Convergence of computing and entertainment as well as infrastructure
  99. 99. Integrated media Vision from BT On demand digital TV, films and music Requires dedicated hardware Also from Virgin Media and Sky
  100. 100. Integrated media iPlayer from BBC Catch-up TV and radio service Web delivery – browser-based Also ITV player, 4OD and Demand5
  101. 101. Integrated media iTunes from Apple MP3 music download store for iPod + Desktop-based proprietary application Streaming from Spotify and Pandora
  102. 102. Integrated media Vision iPlayer iTunes from BT from BBC from Apple Battle between network, content, hardware and software providers
  103. 103. Putting it all together Back-end → Front-end Infrastructure Systems Applications Channels Web 3.0 + features structured in a logical framework
  104. 104. Putting it all together Back-end Front-end Infrastructure The semantic web → Intelligent search Systems Applications Channels
  105. 105. Putting it all together Back-end Front-end Infrastructure The semantic web Intelligent search Systems Data and analytics → Dynamic personalisation Applications Channels
  106. 106. Putting it all together Back-end Front-end Infrastructure The semantic web Intelligent search Systems Data and analytics Dynamic personalisation Applications Augmented reality → User interface Channels
  107. 107. Putting it all together Back-end Front-end Infrastructure The semantic web Intelligent search Systems Data and analytics Dynamic personalisation Applications Augmented reality User interface Channels Integrated media → Device proliferation
  108. 108. Putting it all together Back-end Front-end Infrastructure The semantic web Intelligent search Systems Data and analytics Dynamic personalisation Applications Augmented reality User interface Channels Integrated media Device proliferation The possibilities for creating new interactive applications are endless
  109. 109. Developing a strategy Technology adoption curve A planning approach Some things to watch out for Web 3.0 + Embracing the future
  110. 110. Technology adoption curve High Maturity Low 2010 2011 2012 2013
  111. 111. Technology adoption curve Cost High Maturity Low 2010 2011 2012 2013
  112. 112. Technology adoption curve Cost High Maturity Low 2010 2011 2012 2013 Transform Build competitive Achieve competitive Follow the business advantage parity the crowd
  113. 113. Technology adoption curve Cost High Maturity Low 2010 2011 2012 2013 Transform Build competitive Achieve competitive Follow the business advantage parity the crowd
  114. 114. Technology adoption curve Cost High Maturity Low 2010 2011 2012 2013 Transform Build competitive Achieve competitive Follow the business advantage parity the crowd
  115. 115. Technology adoption curve Cost High Maturity Low 2010 2011 2012 2013 Transform Build competitive Achieve competitive Follow the business advantage parity the crowd
  116. 116. Technology adoption curve Cost High Maturity Low 2010 2011 2012 2013 Transform Build competitive Achieve competitive Follow the business advantage parity the crowd Establish the true business value of innovation
  117. 117. A planning approach Technology → Business
  118. 118. A planning approach Technology Business Establish vision and principles → Align to business strategy
  119. 119. A planning approach Technology Business Establish vision and principles Align to business strategy Set multiple planning horizons → Assign roles and prioritise activities
  120. 120. A planning approach Technology Business Establish vision and principles Align to business strategy Set multiple planning horizons Assign roles and prioritise activities Understand emerging technology → Monitor trends and developments
  121. 121. A planning approach Technology Business Establish vision and principles Align to business strategy Set multiple planning horizons Assign roles and prioritise activities Understand emerging technology Monitor trends and developments Explore opportunities → Identify business requirements
  122. 122. A planning approach Technology Business Establish vision and principles Align to business strategy Set multiple planning horizons Assign roles and prioritise activities Understand emerging technology Monitor trends and developments Explore opportunities Identify business requirements Define possible solutions → Build business/value case
  123. 123. A planning approach Technology Business Establish vision and principles Align to business strategy Set multiple planning horizons Assign roles and prioritise activities Understand emerging technology Monitor trends and developments Explore opportunities Identify business requirements Define possible solutions Build business/value case Formulate technology strategy → Develop implementation roadmap
  124. 124. A planning approach Technology Business Establish vision and principles Align to business strategy Set multiple planning horizons Assign roles and prioritise activities Understand emerging technology Monitor trends and developments Explore opportunities Identify business requirements Define possible solutions Build business/value case Formulate technology strategy Develop implementation roadmap Regularly review and update → Deliver solutions and measure ROI
  125. 125. A planning approach Technology Business Establish vision and principles Align to business strategy Set multiple planning horizons Assign roles and prioritise activities Understand emerging technology Monitor trends and developments Explore opportunities Identify business requirements Define possible solutions Build business/value case Formulate technology strategy Develop implementation roadmap Regularly review and update Deliver solutions and measure ROI Innovating to exploit the full potential of the web
  126. 126. Some things to watch out for Web 3.0 + Privacy Security Metadata Hype Culture Collaboration Carefully managing the risks and rewards
  127. 127. Some things to watch out for Web 3.0 + Standard use of cookies will be prohibited under EU law Privacy → Express permission will be required by the user This could become as troublesome as pop-up blockers Security Metadata Hype Culture Collaboration
  128. 128. Some things to watch out for Web 3.0 + Privacy More and more personal data will be stored online Security → Cybercrime could become more prevalent The impact of hacking could be much more severe Metadata Hype Culture Collaboration
  129. 129. Some things to watch out for Web 3.0 + Privacy Security Meta data will need to be added to all web content Metadata → Tagging content will be a massive undertaking False information could be presented – ‘semantic attacks’ Hype Culture Collaboration
  130. 130. Some things to watch out for Web 3.0 + Privacy Security Metadata Very few blog posts actually receive any comments Hype → The ROI of social media initiatives is rarely measured Voice recognition software has been around for years! Culture Collaboration
  131. 131. Some things to watch out for Web 3.0 + Privacy Security Metadata Hype A culture of innovation should be developed Culture → Executive sponsorship must be obtained Strong leadership will be required Collaboration
  132. 132. Some things to watch out for Web 3.0 + Privacy Security Metadata Hype Culture Business and IT functions closely aligned Collaboration → Client and agency relationship totally seamless Design and development processes fully integrated
  133. 133. A quick summary What is it? How can it help? What do I need to do? Web 3.0 + Embracing the future
  134. 134. A quick summary Web 3.0 + What is it? How can it help? What do I need to do? The future of the web
  135. 135. A quick summary Web 3.0 + The next generation of the web with tools and techniques to What is it? → connect and deliver information more intelligently and portably with more natural and collaborative user interfaces How can it help? What do I need to do? The next generation of the web and internet applications
  136. 136. A quick summary Web 3.0 + What is it? It can help to create more meaningful and engaging brand How can it help? → experiences across multiple touch-points that can provide competitive advantage or even transform the business What do I need to do? Transforming your customer experiences and your business
  137. 137. A quick summary Web 3.0 + What is it? How can it help? Strive to uncover the real business value of the emerging What do I need to do? → technology by understanding it and monitoring developments within a disciplined strategic planning framework Develop a culture of innovation and embrace the future!
  138. 138. Thanks for listening! Any questions? Contact James Hogan e. james_hogan70@hotmail.com m. 07870 625 494
  139. 139. A few things about me My career milestones My favourite websites My website reviews My website projects Web 3.0 + Embracing the future
  140. 140. My career milestones 1990 1994 1998 2002 2006 2010
  141. 141. My career milestones 1990 1994 1998 2002 2006 2010 Digital Converse Telstra Meta Group| Investis| Computer Services Activewear Bigpond ComputerWire Radley Yeldar IT services Branded Internet services| IT consulting | Design | sportswear communications research communications Technology Customer Multimedia Account Consultant | Buyer Relations Consultant Manager Sales Connectivity So this is a The office of Technology Welcome to is the future design studio! the future infusions agency-land Windows 3.0 Moved on to Exhibited at the Got into enterprise Developed arrives Macs PC98 show architecture website solutions Sent my Designed my Evangelised Mastered Aced the first email first application about the web solution selling pitch process
  142. 142. My career milestones 1990 1994 1998 2002 2006 2010 Digital Converse Telstra Meta Group| Investis| Computer Services Activewear Bigpond ComputerWire Radley Yeldar IT services Branded Internet services| IT consulting | Design | sportswear communications research communications Technology Customer Multimedia Account Consultant | Buyer Relations Consultant Manager Sales Connectivity So this is a The office of Technology Welcome to is the future design studio! the future infusions agency-land Windows 3.0 Moved on to Exhibited at the Got into enterprise Developed arrives Macs PC98 show architecture website solutions Sent my Designed my Evangelised Mastered Aced the first email first application about the web solution selling pitch process
  143. 143. My career milestones 1990 1994 1998 2002 2006 2010 Digital Converse Telstra Meta Group| Investis| Computer Services Activewear Bigpond ComputerWire Radley Yeldar IT services Branded Internet services| IT consulting | Design | sportswear communications research communications Technology Customer Multimedia Account Consultant | Buyer Relations Consultant Manager Sales Connectivity So this is a The office of Technology Welcome to is the future design studio! the future infusions agency-land Windows 3.0 Moved on to Exhibited at the Got into enterprise Developed arrives Macs PC98 show architecture website solutions Sent my Designed my Evangelised Mastered Aced the first email first application about the web solution selling pitch process
  144. 144. My career milestones 1990 1994 1998 2002 2006 2010 Digital Converse Telstra Meta Group| Investis| Computer Services Activewear Bigpond ComputerWire Radley Yeldar IT services Branded Internet services| IT consulting | Design | sportswear communications research communications Technology Customer Multimedia Account Consultant | Buyer Relations Consultant Manager Sales Connectivity So this is a The office of Technology Welcome to is the future design studio! the future infusions agency-land Windows 3.0 Moved on to Exhibited at the Got into enterprise Developed arrives Macs PC98 show architecture website solutions Sent my Designed my Evangelised Mastered Aced the first email first application about the web solution selling pitch process
  145. 145. My career milestones 1990 1994 1998 2002 2006 2010 Digital Converse Telstra Meta Group| Investis| Computer Services Activewear Bigpond ComputerWire Radley Yeldar IT services Branded Internet services| IT consulting | Design | sportswear communications research communications Technology Customer Multimedia Account Consultant | Buyer Relations Consultant Manager Sales Connectivity So this is a The office of Technology Welcome to is the future design studio! the future infusions agency-land Windows 3.0 Moved on to Exhibited at the Got into enterprise Developed arrives Macs PC98 show architecture website solutions Sent my Designed my Evangelised Mastered Aced the first email first application about the web solution selling pitch process
  146. 146. My career milestones 1990 1994 1998 2002 2006 2010 Digital Converse Telstra Meta Group| Investis| Computer Services Activewear Bigpond ComputerWire Radley Yeldar IT services Branded Internet services| IT consulting | Design | → sportswear communications research communications Technology Customer Multimedia Account Consultant | Buyer Relations Consultant Manager Sales Connectivity So this is a The office of Technology Welcome to → is the future design studio! the future infusions agency-land Windows 3.0 Moved on to Exhibited at the Got into enterprise Developed arrives Macs PC98 show architecture website solutions Sent my Designed my Evangelised Mastered Aced the → first email first application about the web solution selling pitch process
  147. 147. My favourite websites Sony Ericsson Logitech Nivea Pearsonville Apple Aviva
  148. 148. My website reviews CA Cisco Citrix Dimension Data Logitech Misys Ricoh
  149. 149. Well done! Could do better... Clean and clear design Inconsistent third-level navigation Interactive multimedia features Review the information architecture Good use of space Improve usability of the ‘product finder’
  150. 150. Well done! Could do better... Nice interactive promotional slots More consistent global navigation Great ‘calls to action’ Improve transition across websites Good use of multimedia Include a breadcrumb trail
  151. 151. Well done! Could do better... Clean and simple design Re-emphasise key user journeys Powerful message-driven video Re-configure collaborative elements Signposting and ‘call to action’ More visual and interactive features
  152. 152. Well done! Could do better... Great content – well organised Fairly dated design style Useful interactive website tools Inconsistent secondary navigation Promotion of ‘thought leadership’ Unconventional content format
  153. 153. Well done! Could do better... Fresh and modern design Segmentation of audience groups Well-structured content Signposting and personalisation Intuitive user experience Screen resolution and optimization
  154. 154. Well done! Could do better... Related information, links and solutions Improve overall navigation Nice interactive promotional slot Consider user journeys and signposts Good signposting and features Make ‘calls to action’ work harder
  155. 155. Well done! Could do better... Portal style design Redesign the page-layouts Traditional navigational system Extend the persona-based approach Animated message-driven features Improve the ‘product finder’ interface
  156. 156. My website projects TMC (1) MTS (1) Morgan Crucible Britvic TMC (2) MTS (2) moneysupermarket.com Sage Steria Pfizer Abbott
  157. 157. Personalised content and signposts
  158. 158. Sub-branded product microsites
  159. 159. Interactive message-driven flash movie
  160. 160. Message-driven design approach
  161. 161. Personalised content and signposts
  162. 162. Interactive multimedia Q&A
  163. 163. Engaging and interactive navigation
  164. 164. Customisable design styles
  165. 165. Interactive functionality and collaboration
  166. 166. Mission-critical database integration
  167. 167. Interactive message-driven ‘widget’
  168. 168. Establishing the core brand attributes
  169. 169. Stakeholder-based creative approach
  170. 170. Combining compelling copy and striking visuals
  171. 171. Thank you Contact James Hogan e. james_hogan70@hotmail.com m. 07870 625 494
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