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Web3evolution

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  • 1. The Evolution Of Web 3.0 Marta Strickland Nov 1, 2007 © 2007, Organic, Inc. All Rights Reserved. 1
  • 2. THE GREAT DEBATE 2
  • 3. buzz buzzWhat is Web 3.0? buzz buzz bu buzz zzPeople can not agree upon… buzzthe name the definition the existence“Once the ‘point ohs’ come out, there’s no stopping them. What the heck. I say we should start Web 4.0” Sonja Hyde-Moyer, SHM Project“Just as dot com is the term for the first era of the Web, and web 2.0 the second, there will be a new term that bubbles up at the right time to describe the next era” Richard MacManus, ReadWriteWeb“The Semantic Web (or Web 3.0) promises to ‘organize the world’s information’ in a dramatically more logical way than Google can ever achieve with their current engine design.” Marc Fawzi, Evolving Trends“Web 2.0 is a marketing term, and I think youve just invented Web 3.0” Eric Schmidt, CEO of Google“If Web 2.0 was so hot, how about Web 3.0? This has been a recurrent theme of would-be meme-engineers who want to position their startup as the next big thing. ” Tim O’Reilly, O’Reilly Radar 3
  • 4. HOW THE WEB EVOLVES 4
  • 5. The Theory of Biological EvolutionIn the beginning…• the world was full of genetic code• this code formed into vessels of information• the basic unit of biological information was known as: the gene• the gene could store, duplicate, and transmit data• with duplication came interpretation and mutation• with mutation came specialization• genes better suited for certain tasks begun to work together• beneficial partnerships led to the first “organisms” 5
  • 6. The Theory of Cultural EvolutionOn an ongoing basis…• the world is full of loose ideas• ideas that propagate from one mind to another• tunes, catch phrases, beliefs, fads, earworms, technology, art, etc.• the basic unit of cultural information is known as: the meme• groups of memes form together into “memeplexes” that form the basis of beliefs, social eras, etc.• word of mouth, syndication, feedback, and social groups all have a role in the spreading of memes• the internet is the great big meme-machine 6
  • 7. Survival of the FittestOnly the best make it…• some memes are a flash in the pan• some memes never even get so far as a flash• some, however, change the fabric of our internet culture 7
  • 8. The Greater GoodTool + Tool = Better Tool…• Javascript & XML (AJAX)• Yahoo! & Flickr• Google & YouTubeWho will buy out who? 8
  • 9. HOW DID WE GET TO WEB 3.0 9
  • 10. Web 1.0the web as an information portal • information exclusivity, be the first to own the content • dividing the world wide web into usable directories • everyone has their personal own little corner in the cyberspace • lacks: - context - interaction - scalability 10
  • 11. Web 2.0the web as a platform • focus on the power of the community to create and validate • the power of a seemingly freer form of organization (“tags”) • setting up “hooks” for future integration (RSS, API) • lacks: - personalization - true portability - interoperability 11
  • 12. The Evolution to Web 2.0Web 1.0 Web 2.0“the mostly read only web” “the wildly read-write web”45 million global users (1996) 1 billion+ global users (2006)focused on companies focused on communitieshome pages blogsowning content sharing contentBritannica Online WikipediaHTML, portals XML, RSSweb forms web applicationsdirectories (taxonomy) tagging ("folksonomy")Netscape Googlepages views cost per clickadvertising word of mouth 12
  • 13. Introducing Web 3.0What could it mean? • How will our information be organized? • Will we still do the “surfing” or will the machine surf for us? • Will the web look the same for me as it does for everyone else? • What technology will become commonplace? Obsolete? 13
  • 14. The Semantic Web (The Next Big Thing?)The Semantic Web is “a web of data”. HTML describes documents,while RDF describes things. Why talk about a “page” in terms of styleand links, when you know a book has chapters and a CD has tracks? • CHALLENGES - Human error and system abuse - Selfishness, why take the time to teach the machine how to teach me? • OPPORTUNITIES - Those young people love their RSS feeds - Data portability and sharing standards are so 2008 - If we were all so selfish, Web 2.0 would have never worked (etc Wikipedia) • BOTTOMLINE (why we should care…) It’s not just for academics anymore. People will use the tools they find most useful. Where the people are, advertisers must follow. 14
  • 15. Web 3.0 Meme MapTHE SEMANTIC WEB ARTIFICIAL INTELLIGENCEChanging the web into a language that Extracting meaning from the way peoplecan be read and categorized by the interact with the websystem rather than humansPERSONALIZATION MOBILITYContextualizing the web based on the Everything, everywhere, all the timepeople using it 15
  • 16. THE EVOLUTION OF THE WEB AS WE KNOW IT 16
  • 17. Imagine…How will we search in Web 3.0? • semantic web makes search engines smarter • specialized search will reign • “bring me everything on ___________” will change to “bring me everything on __________ considering that it is a ___________” • the context is me • search engines understand who you are, what you’ve been doing, and where you’d like to go next • contextual advertising becomes more engaging 17
  • 18. USER HISTORY CONTEXTUAL WIDGETS SPECIALIZED SEARCH SEMANTIC WEBSUGGESTEDSEARCH 18
  • 19. Search 3.0Who is on the forefront? • Google : lot of tools under its belt including universal search, user search history, google base, and google gadgets • Twine : Semantic Web, natural language and machine learning to make information and relationships smarter • Swicki : community built search portals • Powerset : the nuances of natural language 19
  • 20. Imagine…How will we socialize in Web 3.0? • social search results come to replace profile pages • semantic web enables digital collections of all things you (photos, videos, blogs, etc.) • every interaction you make gets dumped into your digital lifestream, not just what you write, but what you read to what you rate • Twitter “tweets” meet the Facebook news feed • online purchase behavior turns users into brand advocates 20
  • 21. DIGITAL LIFESTREAMCOLLECTED PROFILE DIGITAL ARTIFACTS SPONSORED CONTENT 21
  • 22. Social Networks & Blogging 3.0Who is on the forefront? • Wink : people focused search engine that scans social networks, blogs, etc • Twitter : the king of the microblog • FOAF (friend of a friend) : my life in RDF, platform for sharing information about people and their connections to each other • Google’s OpenSocial : bringing social networks together via useful applications • Facebook’s Beacon : turning users into brand advocates 22
  • 23. Imagine…How will we entertain ourselves in Web 3.0? • from anywhere anytime • smartphones and alternative computer devices (game consoles, watches, kiosks, tabletops) bring mobile web to the forefront • build your own content channels • TV goes social, build and send content to your friends • recommended media based on your history and preferences • advertisers sponsor exclusive content 23
  • 24. 24
  • 25. SPONSORED CONTENT TRADITIONAL CHANNELSRECOMMENDATIONS PERSONALIZATION 25
  • 26. Entertainment 3.0Who is on the forefront? • Joost : online distribution of TV shows and video content, set top box set for 2009 • Netflix : plans to support PS3 and Xbox as delivery platforms • Slingbox : TiVo-type box that allows access of recorded shows from mobile phone • iPhone, Android, etc : ongoing fight to develop the most media enabled mobile device (multiplayer gaming, full YouTube) 26
  • 27. The Evolution to Web 3.0Web 2.0 Web 3.0“the wildly read-write web” “the portable personal web”focused on communities focused on the individualblogs lifestreamsharing content consolidating dynamic contentXML, RSS the semantic webweb applications widgets, drag & drop mashupstagging ("folksonomy") user behavior (“me-onomy”)Google iGoogle, NetVibescost per click user engagementrich media, viral advertainment 27
  • 28. THANK YOU © 2007, Organic, Inc. All Rights Reserved. 28