KEY TREND SMARTWEB
THE DIGITAL INTELLIGENCE EXPANSION

EDITORIAL
Dear Reader,
we live in a complex and contingent world. It appears
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that with the advent of the modern period the time of
great revolutions, of individual revolutionary events, is
over. Thus, it is not at all inconsistent to give the
newest developments in the WWW a variety of names.
The SmartWeb, the semantic internet, Web 3 0
SmartWeb internet 3.0,
human web or the ubiquitous web share one basic
idea: the machines that enable us to use the web, are
learning to understand us. In short:
Intelligence enters the web!
The web is getting smart!
In order to describe this intelligent web, we have
complemented our micro-trend research by two expert
workshops. The presented study is the result of this
fusion of intelligence We cordially invite you to a
intelligence.
journey into this intelligent reading.
Daniel Bischoff
Daniel Bischoff
Director TrendONE Berlin
2 Trend study July 2008 | Key trend SmartWeb

TEASER ABSTRACT //
After the rather user-driven development of the Web CONTENT OF THIS STUDY
2.0 the SmartWeb now offers new possibilities for Executive Summary: Short, competent and
b a ds, ed a a d age c es o create automated and
brands, media and agencies to c ea e au o a ed a d desc p e ead about e ey d gs of e
descriptive. Read abou the key findings o the
personalised offers. These offers access data that SmartWeb Study.
users provided under the Web 2.0 and extend and Keytrends in the SmartWeb: The key to the SmartWeb
structure this information into knowledge. lies in the key trends identified by TrendONE. In this
chapter y
p you'll find an introduction to and an
The SmartWeb's potential is often being explanation about every key trend.
underestimated because its development is technically Definitions: In this chapter you can read about the
driven and therefore perceived as “unsexy”. The media most important definitions – easy to understand and
frenzy about the Web 2.0 has detered many companies
y y p well illustrated.
and agencies from joining in the next hype. But the The Web Expansion: The development of the Web is
market for applications and services in the SmartWeb being described visually and comprehensively while
will grow in the next years because SmartWeb providing a lot of useful information.
technology will enhance all services and offers
gy SmartWeb Now!: Here you can see the SmartWeb in
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available on the web until now, and will be put over its most concrete form. The varying capabilities of the
them like a smart layer. SmartWeb are presented on the basis of world wide
micro-trends.
The study p
y presents p
possibilities, business models and
, SmartWeb Business Models: Already existing
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marketing prospects in the SmartWeb on the basis of business models in the SmartWeb and those that may
worldwide micro-trends, expert interviews and the developed are presented in this chapter.
analysis of the two SmartWeb workshops. Recommended Actions: How brands, media and
agencies should use the SmartWeb and things to take
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into consideration.
3 Trendstudie Juli 2008 | Schlüsseltrend SmartWeb

TEASER ABSTRACT //
SMARTWEB EXECUTIVE SUMMARY
At the moment, we are at a turning point in the development
of the internet. But since the big changes in today's society
take place subtly and latently rather than with a sensational
bang, this transformation of the web almost escaped our
attention.
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After a downright hype about the Web 2.0 the interest in
directing attention to the new developments in the web has
deteriorated immensely. Whereas the next generation of the
internet,
internet the SmartWeb will be an even more relevant
change to the supply side such as brands, media and
agencies. While in the Web 2.0 the users with their
information, profiles, videos and music preferences are in
the centre of attention, the Smart Web offers intelligent tools
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and services with immense chances for internet-based
marketing, sales and customer acquisition.
The web has changed dramatically since its beginnings
from a medium primarily used f one-to-one
f di i il d for t
communication to a user-centred Web 2.0.
4 Trendstudie Juli 2008 | Schlüsseltrend SmartWeb

TEASER ABSTRACT //
1.Smart Publishing
The layer called Web 3.0 will be introduced as SmartWeb,
wheres SmartWeb is not only a term for the 3.0 layer, but
also for the developments of the following layers 4.0 and The next layer of the web, the SmartWeb layer will enable
5.0. absolutely new forms of publishing. With the new
intelligence in publishing many processes can be
That means that the SmartWeb depicts the entry of automatised and linked Content can be tailored to the
linked.
intelligence into the web and the resulting new services and reader in such a way as we're facing the individualised
possibilities. We derived four mayor key trends from the newspaper or magazine. First steps towards the
micro-trend research that will structure the business models, individualisation of content can already be found in the Web
offers, services and tools ahead. 2.0. Nilter for example, a project of the University of
Cologne allows the reader, to select certain topics for their
personalised newspaper which will then be delivered in a
1. Smart Publishing printed version. In the SmartWeb such processes will be
performed by the machine.
2.
2 Smart AV Exploration
In the SmartWeb individualised magazines are compiled on
3. Smart Advertising
the basis of, for example, favourite music. The american
4. Smart Search Startup Idio Ltd. practices exactly that. The user enters
either a band or artist and receives an individualised music
magazine providing only the information and topics the fan
of this kind of music wants.
5 Trendstudie Juli 2008 | Schlüsseltrend SmartWeb

TEASER ABSTRACT //
THE SmartWeb WILL…
>> …enable context-relevant services
>> …structure te t visual and a dio
str ct re text, is al audio
>> …give more orientation for the user
>> …search in picture, video and audio
>> …create smart shopping assistants
>> …know our preferences by heart
>> …manage our social network
>> …fully customize advertising
>> …expand our k
d knowledge
ld

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Trendstudie „SmartWeb Trendstudie „SmartWeb“980,- € Business models in the SmartWeb
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– The digital Intelligence
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Current micro-trends in the SmartWeb
You will receive a printed and bound and a
Expansion“ •
digital version (PPT) of the study. Tangible suggestions for the SmartWeb
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(120 Pages - Facts, Trends and
Insights about the SmartWeb) Detailed development of the Web
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