Session 5:
The Portable Web.

Information Overload
http://flickr.com/photos/bueny/2472455690/

“It’s not information
overload, it’s filter failure.”
Clay Shirky, NYU Interactive Telecommunications

How big is the digital
universe, really?

John Gantz, Chief Research Officer, IDC

http://www.emc.com/digital_universe/downloads/web/personal-ticker.htm

The New Filter:
well, that would be You.

The Internet
TakeAway.

“Users spend most
of their time on
other websites.”
Jacob Nielsen, usability expert
http://www.happywebbies.com/

“Does a company still need a
website? And if so, shouldn't it be
devised like a takeout restaurant:
if you see anything you like you
simply take it wherever it is you
call home?”

A few steps to success
<embed>

Bookmark & Share

Little people do so... but
support the influencers to do their job
many others will see it
your google ranking will profit too

<embed>
Embed codes

RSS

RSS for the future...
add RSS to your site
make your RSS customizable
allow subscription for a user’s favorite reader
update regularly
but make sure it is interesting to read
make entries partially available
give a reason to click, have a good CTA
add share/bookmark buttons

Widgets

“Widgets are the latest use of
push technology; in the nature
of their reach, they're like RSS
feeds on steroids.”
Terri Wells, EzineArticles.com & SEOchat.com author

“In essence, widgets put users in
control of content, services or
functionality, and allow them to
access that content, service or
functionality whenever and wherever
they choose.”
Feed report by Razorfish

web mobile desktop

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Music ING widget

Why a widget?
it is easy to install for the user
it is accessible where the user calls ‘home’
it is completely customizable
it is a shareable piece of content
it allows you to send one-to-one push messages
it offers an updatable channel
that is also a two-way channel
content comes from wherever you like
you can add any content, service or functionality

“We believe that widgets provide the
purest glimpse into the new, improved
networked future.
It’s an interconnected world where people
will select, personalize, share and
consume web services wherever and
whenever they choose. Effortlessly.”
Garrick Schmit, Razorfish

“Advertisers, publishers and
marketers who ignore this trend will
do so at their own risk - and miss the
future in the process.”
Garrick Schmit, Razorfish

1.000.000 users after 6 months
existence
1.000.000 more in one week after
launching their Facebook widget

Applications

Two-way interaction with the web
... and your Operating System!

Mini Cuckoo Clock

Mini Cuckoo Clock

“The Cuckoo Clock extends the
MINI brand and lifestyle
proposition and provides a constant
connection with our customers. AIR
supports our efforts to build one-to-
one experiences and relationships
with our customers.”
Terry Dean Pepper, Head of marketing communications, BMW Group Merchandising & Lifestyle

Why an application?
it has nearly the same advantages as a widget
but
it requires install rights and thus tricky for B2B
it is accessible only on the user’s desktop
it is not a shareable piece of content
it is (normally) way more personalized
it can be integrated with the operating system
and thus enables offline access
it can be installed on multiple operating systems

When to opt for
one or the other
(Browser) widgets (Desktop) applications
You want your application to be front and
You need the barrier of entry to be low. center for your users.
You want to take advantage of system
You need a central place for deployment. resources.
You want resize, drag and drop, minimize,
You absolutely have to be cross platform. and easy notification possibilities.
You want to take advantage of people's You need to integrate closely with the
\"browser knowledge\". desktop.
You know you won't have access You need a consistent user interface and/or
to machines. brand.

The Next Big Thing:
The Mobile Web.

1.3 billion internet users
850 million cars
900 million
personal computers 4 billion
mobile phone subscriptions
1.4 billion credit cards
1.5 billion TV sets
Source: ITU

The 7Channel.Media
thMass

No-mo-phobia

2 BILLION with color screen
and (at least) 2.5G network
connectivity

As there is content,
there is an audience.
And where there is an audience,
there is advertising.

You are an API
yourself, you!

“ application programming
An
interface (API) is a set of functions,
procedures, methods, classes or
protocols that an operating system,
library or service provides to support
requests made by computer
programs.”
definition from Wikipedia

curl -u bart@pixel8.be:password -d
status=\"testing the api using curl\"
http://twitter.com/statuses/update.xml

<?xml version=\"1.0\" encoding=\"UTF-8\"?>
<status>
<created_at>Sun Dec 07 09:36:41 +0000 2008</created_at>
<id>1043260171</id>
<text>testing the API using curl</text>
<source>web</source>
<truncated>false</truncated>
<in_reply_to_status_id></in_reply_to_status_id>
<in_reply_to_user_id></in_reply_to_user_id>
<favorited>false</favorited>
<user>
<id>10317612</id>
<name>Bart Muskala</name>
<screen_name>musx</screen_name>
<location>Ghent, Belgium</location>
<description>I am a Digital Strategic Expert - or so my business cards
say ;-). Actually I am nothing but a nerd with an interest in communication
and advertising.</description>
<profile_image_url>http://s3.amazonaws.com/twitter_production/
profile_images/36883692/n596308684_146_normal.jpg</profile_image_url>
<url>http://friendfeed.com/bartmuskala</url>
<protected>false</protected>
<followers_count>82</followers_count>
</user>
</status>

One year later...

One year later...

One year later...

One year later...

“In my discussions with many companies,
one of the biggest obstacles to adopting
APIs is a lack of understanding of what a
non-visual Web presence looks like and how
to build a business model around it.
Business leaders are much more likely to
understand investment in a traditional Web
site, even though APIs can often have more
strategic value than a Web site.”
Dion Hinchcliffe, Web20University

“We are nearing the time when opening our
supply chains across the Web isn’t just a
good idea, it will be essential for
competitive survival.”
Dion Hinchcliffe, Web20University

“I've been giving away my books ever since
my first novel came out, and boy has it ever
made me a bunch of money.”
Cory Doctorow, Sciene Fiction Novelist

“Most people who download the book don't
end up buying it, but they wouldn’t have
bought it in any event, so I haven’t lost any
sales, I’ve just won an audience.”
Cory Doctorow, Sciene Fiction Novelist

“ tiny minority of downloaders treat the
A
free e-book as a substitute for the printed
book - those are the lost sales. But a much
larger minority treat the e-book as an
enticement to buy the printed book. They're
gained sales.
As long as gained sales outnumber lost
sales, I'm ahead of the game.”
Cory Doctorow, Sciene Fiction Novelist

2347 places 100 places
where you can where you can
eat french fries eat french fries
47 in Ghent 20 in Ghent

brainz gamez trainz
findr findr findr

The internet
TakeAway?

Thank you,
please come again.
Make your online presence portable.
RSS, widgets, bookmarks, share, …
API
Is Twitter booming thanks to or
in spite of its API?
Mobile
The 7th mass media channel!

http://proximity.bbdo.be/digitalnatives
http://adnerds.be
http://www.friendfeed.com/bartmuskala
http://www.friendfeed.com/jalgo