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THE SECOND WEB23 September 2011   John Blossom, President, Shore Communications Inc.
About Shore1                                               Content Marketing Strategists                                 ...
28 January 2009   Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED   2
3                                                                      23 September 2011    Copyright © 2009 Shore Communi...
Content4       What is The Second Web       Where it’s taking media, business and society       Rules to live by in The...
5   What is The Second W b?    Wh i Th S        d Web?                                                                    ...
The Second Web…6       …is the convergence of:         all media         on all networks         in all formats       ...
What’s Different7       The First Web:                                                          The Second Web:        ...
8   A W b that W k lik the W ld      Web h Works like h World                                                             ...
A Web that Works Like the World9       We don’t care what it’s called, as long as it works                               ...
A Web that Works Like the World10        Responding to our humanity          “Gesture   computing” – context and functio...
The Second Web Follows our Senses11                                                                                      2...
A Web that Works like the World12        “Leanback” platforms          Leanback            Content consumption         ...
A Web that Works Like the World13            We love leanback and gesture interfaces..except when we don’t                ...
A Web that Works Like the World14          Microsoft Touch Mouse for Windows 7/8, combining touchscreen and PC gestures   ...
A Web that Works Like the World15         Motorola Atrix, a 4G smartphone that can drive a laptop and a TV entertainment c...
A Web that Works like the World16       Voice   computing – extending our senses with:         Voicecommands         Au...
A Web that Works Like the World17        Real-time – a world that communicates with itself constantly                    ...
18   A W ld that Li       World h Lives i the W b                     in h Web                                            ...
A World that Lives in the Web19        The Second Web is         mobile by default        Its newest users may          ...
A World that Lives in the Web20        Affordable, networked phones are everywhere            $80 Ideos smart phone w/3G/...
A World that Lives in the Web21        February 8, 2011 - Internet Protocol Version 4         (IPv4) ran out of addresses...
A World that Lives in the Web22        Data isn’t what measures the world…               isn t        Data IS the world ...
A World that Lives in the Web23                                                                                        the...
A World that Lives in the Web24     Android Accessory Development Toolkit Makes Any Device or Sensor Web-enabled          ...
A World that Lives in the Web25        Billions of mobile devices can give & get realtime:          Geospatial     data ...
A World that Lives in the Web26        Sensor computing          Remote health and           home monitoring          A...
A World that Lives in the Web27        Human machine         Human-machine interfaces becoming internal                  ...
The Second Web Shares our Senses28                                                                                      23...
The Second Web Shares our Senses29                                                                                      23...
The Second Web: A Web of Transactions30     Near Field     Near-Field Communications (NFC) Enable Secure Personal Data Tra...
The Second Web is “Freemium”31        More valuable contexts,         more willingness to pay        New cross-platform ...
32   A W ld that is the Web       World h i h W b                                                                         ...
The Second Web: Uniting All Networks33         Land  Line                                                   Radio       ...
The Second Web: Uniting All Networks34         “White-Fi”/WRAN UHF Internet with 60-mile range           White Fi /WRAN  ...
The Second Web: Uniting All Networks35                                                                                    ...
The Second Web: Uniting all Devices36                                                                                    2...
37   What does Th S     Wh d      The Second W b mean?                        d Web     ?                                 ...
Implications for Media & Technology       p                              gy38        Unintegrated media is becoming a rar...
Multi-function, Multiplatform                   ,      p39        Tablets, Smart Phones, TVs, PCs blend:          Ebooks...
The Second Web: New Immersive Media40        HTML 5 & apps blend video, functionality and         dynamic graphics into e...
The Second Web: New Immersive Media41        The Wilderness Downtown – HTML 5 merging video,         augmented reality, G...
The Second Web: New Immersive Media42        Branson s         Branson’s PROJECT – Is it a magazine, is it a video,      ...
The Second Web: New Immersive Media43                                                                                   23...
The Second Web: Everything is One Web44        Google TV          Cable          Satellite          Streaming         ...
The Second Web: Everything is One Web45                                                                                23 ...
The Second Web: Everything is One Web46                                                                                   ...
The Second Web: Everything is One Web47                                                                                   ...
The Second Web: Everything is One Web48                                                                                   ...
The Second Web: Everything is One Web                    y g49                                                            ...
The Second Web: Everything is One Web                    y g50                                                            ...
51   Rules Live By in The Second Web     R l to Li B i Th S        dW b                                                   ...
Rule #1: Manage fluid contexts                  g52        The “where” and “when” of content matters most               w...
Rule #2: Enable human experience                             p53        Use, extend and interpret human senses and sensor...
Rule #3: Facilitate transactions54        “I trust, therefore I transact”          I                    transact         ...
Rule #4: Ignore borders               g55        Link everything to everyone        Language no longer separates – BOTH ...
Rule #5: Partner with the cloud56        Immense availability of cloud communications and         content accelerates the...
Responding to the Second Web57        Opportunities are         increasingly in complex         domains        Core cont...
Learn How to Swim!58        Make the complex simple        Be in the real-time stream        Agnostic aggregation      ...
For Follow-Up…             p         PHONE                203.293.8511         EMAIL                jblossom@shore.com...
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The Second Web

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  1. 1. THE SECOND WEB23 September 2011 John Blossom, President, Shore Communications Inc.
  2. 2. About Shore1  Content Marketing Strategists  Enhance your strategies for publishing and content technology products and services in enterprise and media markets  We provide:  Market research, intelligence and analysis  Marketing strategy review and advice  Go-to-market content and services  Recognized: Web: shore.com  2004, 2005 EContent Magazine “100 Companies that Matter Most”  2007 CODiE – Best Media Blog 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  3. 3. 28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 2
  4. 4. 3 23 September 2011 Copyright © 2009 Shore Communications Inc. - All Rights Reserved
  5. 5. Content4  What is The Second Web  Where it’s taking media, business and society  Rules to live by in The Second Web 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  6. 6. 5 What is The Second W b? Wh i Th S d Web? 23 September 2011 Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
  7. 7. The Second Web…6  …is the convergence of:  all media  on all networks  in all formats  in all languages g g  on all devices  …an infinite web of inputs, outputs and contexts p , p adapted to our personal environment and senses.  Not drowning in content, swimming in it naturally 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  8. 8. What’s Different7  The First Web:  The Second Web:  Internet  Any network(s)  Static Web pages  HTML 5, apps  Embedded programmable  Programmable, semantic content content as the container  Inputs from PCs and servers, p C ,  Inputs from any sensor, feeding p y , g feeding PCs any device  People accessing machines  People wearing machines  Request/response  Streaming, real time Streaming real-time  Geekish  Intuitive  Point and click, keyboards  Gesture, speech interface  Complex, machine-driven design  Simple, human-driven design 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  9. 9. 8 A W b that W k lik the W ld Web h Works like h World 23 September 2011 Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
  10. 10. A Web that Works Like the World9  We don’t care what it’s called, as long as it works , g 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  11. 11. A Web that Works Like the World10  Responding to our humanity  “Gesture computing” – context and function based on:  GPS, , accelerometers, touch screens, motion sensors , , 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  12. 12. The Second Web Follows our Senses11 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  13. 13. A Web that Works like the World12  “Leanback” platforms Leanback  Content consumption  Casual games and messaging  Gesture controls  Tablets, Internet-driven TV, casual phone use  “Lean forward” platforms Lean-forward  Content creation, collaboration  Intense games and content input  Precision controls  PCs, game consoles, sensor-driven phone use  The “tabbookconsole” – the Web uniting both modes Th “ bb k l ” h Wb b h d 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  14. 14. A Web that Works Like the World13 We love leanback and gesture interfaces..except when we don’t 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  15. 15. A Web that Works Like the World14 Microsoft Touch Mouse for Windows 7/8, combining touchscreen and PC gestures 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  16. 16. A Web that Works Like the World15 Motorola Atrix, a 4G smartphone that can drive a laptop and a TV entertainment centre 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  17. 17. A Web that Works like the World16  Voice computing – extending our senses with:  Voicecommands  Automated transcript generation  Automated dynamic translation 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  18. 18. A Web that Works Like the World17  Real-time – a world that communicates with itself constantly y  Immersive – high-quality, absorbing experiences  Convergent - all communications networks and technologies  Universal – language no longer a barrier  Functional – blending software and content effortlessly  Aware – Built around human senses and sensibilities  Sensory – Integrating universal awareness of the world  Collaborative – building knowledge and insight flexibly  Personal – follows the contours of human lives and relations 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  19. 19. 18 A W ld that Li World h Lives i the W b in h Web 23 September 2011 Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
  20. 20. A World that Lives in the Web19  The Second Web is mobile by default  Its newest users may y have never owned a PC  The Web as an on-body y tool is a given  The Second Web uses mobile to sense and to connect to anything 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  21. 21. A World that Lives in the Web20  Affordable, networked phones are everywhere $80 Ideos smart phone w/3G/4G, GPS, Wifi sold 350,000 units in Kenya alone 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  22. 22. A World that Lives in the Web21  February 8, 2011 - Internet Protocol Version 4 (IPv4) ran out of addresses  IPv6 has 340 trillion, trillion, trillion unique IP addresses  Each grain of sand on the planet can now 340,000,000,000, 340 000 000 000 have its own IP address 000,000,000,000,  Everything is addressable 000,000,000,000,  Everything will be… 000 addresses… 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  23. 23. A World that Lives in the Web22  Data isn’t what measures the world… isn t  Data IS the world – an integral part of life  Real-time, Real time semantic representation of simultaneous global and local human experience  Real-time, Real time semantic responses to global and local human experience  Cloud-based Cloud based content empowering and empowered by pervasive mobile computing and sensors 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  24. 24. A World that Lives in the Web23 the first web the second web From accessing data to living in data g g  “Always on” – ambient content  Trillions of sensors – data ecosystem y  In every place and thing – even in us  Working with all human senses  Extending our human senses 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  25. 25. A World that Lives in the Web24 Android Accessory Development Toolkit Makes Any Device or Sensor Web-enabled Web enabled 17 May 2011 Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved
  26. 26. A World that Lives in the Web25  Billions of mobile devices can give & get realtime:  Geospatial data  Location, , motion, orientation, altitude, relation to sites , , ,  Voice  Text  Biometric data  Video/still images  Social media streams  Transaction data 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  27. 27. A World that Lives in the Web26  Sensor computing  Remote health and home monitoring  Automotive services  Body monitoring garments 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  28. 28. A World that Lives in the Web27  Human machine Human-machine interfaces becoming internal Proton-based transistors 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  29. 29. The Second Web Shares our Senses28 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  30. 30. The Second Web Shares our Senses29 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  31. 31. The Second Web: A Web of Transactions30 Near Field Near-Field Communications (NFC) Enable Secure Personal Data Transfer 21 September 2011 Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved
  32. 32. The Second Web is “Freemium”31  More valuable contexts, more willingness to pay  New cross-platform payment cross platform services  Willingness to pay for immersive content and experiences when they can follow us anywhere or provide truly unique venues  Web lessons still apply – free content is a marketing tool 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  33. 33. 32 A W ld that is the Web World h i h W b 23 September 2011 Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
  34. 34. The Second Web: Uniting All Networks33  Land Line  Radio  Satellite  Cable  Mobile/In-Vehicle  “White-Fi”/WRAN UHF  GPS  Broadband on Power  RFID/Near Field Lines (BPL) Communications  VoIP/POTS Phones  WiFi Direct  Infrared  Bluetooth  Private networks 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  35. 35. The Second Web: Uniting All Networks34  “White-Fi”/WRAN UHF Internet with 60-mile range White Fi /WRAN 60 mile 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  36. 36. The Second Web: Uniting All Networks35 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  37. 37. The Second Web: Uniting all Devices36 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  38. 38. 37 What does Th S Wh d The Second W b mean? d Web ? 23 September 2011 Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
  39. 39. Implications for Media & Technology p gy38  Unintegrated media is becoming a rarity  Media will become more layered, immersive and interactive, both “lean back and “lean forward” lean back” lean forward  Media will mingle the raw and the polished fluidly  Content categories, platforms mix fluidly categories  “Tossing” content from platform to platform a given  No N content or platform can escape Web economics l f Wb i  Old media can be transformed into new platforms  Print on demand, personalized print, print triggers Web 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  40. 40. Multi-function, Multiplatform , p39  Tablets, Smart Phones, TVs, PCs blend:  Ebooks  Social media  Video  Games  Magazines  Apps pp  Printable matter  Cross-platform strategies becoming cross-functional p g g 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  41. 41. The Second Web: New Immersive Media40  HTML 5 & apps blend video, functionality and dynamic graphics into engaging experiences 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  42. 42. The Second Web: New Immersive Media41  The Wilderness Downtown – HTML 5 merging video, augmented reality, Google Street View, interactivity 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  43. 43. The Second Web: New Immersive Media42  Branson s Branson’s PROJECT – Is it a magazine, is it a video, is it a game? In The Second Web, it doesn’t matter. 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  44. 44. The Second Web: New Immersive Media43 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  45. 45. The Second Web: Everything is One Web44  Google TV  Cable  Satellite  Streaming  Video  Audio  Apps  Mobile  Web  Cross-platform search 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED
  46. 46. The Second Web: Everything is One Web45 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED
  47. 47. The Second Web: Everything is One Web46 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  48. 48. The Second Web: Everything is One Web47 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  49. 49. The Second Web: Everything is One Web48 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  50. 50. The Second Web: Everything is One Web y g49 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  51. 51. The Second Web: Everything is One Web y g50 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  52. 52. 51 Rules Live By in The Second Web R l to Li B i Th S dW b 23 September 2011 Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
  53. 53. Rule #1: Manage fluid contexts g52  The “where” and “when” of content matters most where when  Chances are your audience controls the most valuable content and tools for building contexts  Get your content ready to self-package and self- license in whatever contexts matter most to audiences – APIs are key 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  54. 54. Rule #2: Enable human experience p53  Use, extend and interpret human senses and sensors  Accept that people use multiple senses concurrently  Augment and extend human relationships  Focus on the value of venues based more on exclusive human experiences, less on exclusive things experiences A book as undivided personal attention  Yet divisible amongst many platforms in different contexts g yp A periodical as a curated collection of current insights  Audience may actively control agonostic curation 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  55. 55. Rule #3: Facilitate transactions54  “I trust, therefore I transact” I transact  Brandsare trusted relationships that lead to transactions  Many levels and contexts for transactions  Social, subscription, give-to-get, collective purchasing  Build trust where audiences feel most comfortable  Platforms are just points of inflection in building trust  Where y you are with what y have is the context you  Adjust your metrics to the most profitable trust models  Journal impact vs. opportunity impact p pp y p 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  56. 56. Rule #4: Ignore borders g55  Link everything to everyone  Language no longer separates – BOTH ways  Platforms will no longer separate (unless the user really wants it that way)  HTML 5 and cross-platform native client programming for content and p p g g functionality will dominate  Business, governmental, social borders blurred by equivalence of cloud access  Privacy is a boundary, not a border – it’s flexible but sensitive 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  57. 57. Rule #5: Partner with the cloud56  Immense availability of cloud communications and content accelerates the value of smaller, more contextual markets:  Hyperlocal, Hyperfocused, SMEs  Microcapital (and new forms of stored value)  Personalized goods and services  Most value surfaces in unexpected opportunities (‘The Black Swan” - Nassim Nicholas Taleb)  Sense everything, focus on the “outliers” 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  58. 58. Responding to the Second Web57  Opportunities are increasingly in complex domains  Core content and aggregated smart content needs to be aligned more with complex domains  Interfaces and apps need to roll out faster, smarter and more targeted Source: Cognitive Edge 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  59. 59. Learn How to Swim!58  Make the complex simple  Be in the real-time stream  Agnostic aggregation can accelerate profits & productivity  Accept where the value is created in publishing  Highly automated insights, highly human insights  Everything else gets commoditized! y g g 23 September 2011 Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
  60. 60. For Follow-Up… p  PHONE  203.293.8511  EMAIL  jblossom@shore.com  WEB  shore.com  contentblogger.com  secondwebbook.com  TWITTER  @jblossom  POST  John Blossom President Shore Communications Inc. 4 Merritt Lane Westport, CT 06880 W t t 24 September 2011Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED 59
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