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Web3.0: The App Experience Revolution

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A bold look at how audiences are embracing richer online experiences, and what this means to media and marketing firms.

A bold look at how audiences are embracing richer online experiences, and what this means to media and marketing firms.

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  • Change vectors
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Web3.0 (the app revolution) is About Specialized Action.Do You Need More Info in Your Life?Do You Need to Discover More Relationships?Do You Want Technology to Help You Get Stuff Done
  • The way we use media changes!!! (bedtime start study, cut the cable, movie anywhere.)
  • In 2006 17% of pages in Japan were served on mobile device, today that’s 84%, and only 16% are desktop. – If you care about mobile, this chart is profound. Apple changed the game with iPod, offering a vertically integrated solution which married hardware, software and content into one seamless ecosystem. Apple's iPod caused a major disruption in the marketplace. iPhone and iPad are driving a larger trend, but I’ll share specific data on these devices later in the presentation.
  • This is the first time in thirty years that a non-wintel product has eroded PC market size.
  • This would put it on footing with GE’s current sales level. GE is 157M rev today.
  • Note willingness to pay
  • The consumer mobile space has a fragmented reality.Blackberry and iPhone still rule – Pad is explosive.Android: 4% - 12% Kindell 7% - 11% Pad 6% - 24%
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • “Think like a publisher” is *so* five years ago
  • Transcript

    • 1. Web. 3.0:The wave that follows social:Marketing App Adoption
      Dave Wienekewww.usefularts.us@usefularts
      Director of Digital Marketing
      Sokolove Law
    • 2.
      The magnitude of tech revolutions is measured in behavior change.

      Dave Wieneke – www.usefularts.us
    • 3. Where I’m Coming From
      Dave Wienekehttp://www.usefularts.us@usefularts
      Sokolove Law – 21st Century Law Firm:<Marketing Dept of 50 = 20,000 open cases at a time.>
      Thomson Reuters: B2B Revenue & Relationships.
      Christian Science Monitor: Digital World News.
      Managed two start-ups, ran .govs in two states.
      Dave Wieneke – www.usefularts.us
    • 4. What’s really in a name?
      Dave Wieneke – www.usefularts.us
    • 5. Today’s Flight Plan
      Web 3.0 in a Nutshell
      Market Insights
      Forces for Change
      Examples from NY Times,Disney, Vale, Hundui…
      Getting Started &Contrary Indications
      http://www.foreflight.com
      Dave Wieneke – www.usefularts.us
    • 6. Web 1.0
      Web 2.0
      Web 3.0
      Apps & Data Sharing
      Site in HTML
      CMS & Widgets
      Web 1.0
      Web 2.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
      Three Web Eras
    • 7. Interaction Changes in Each Phase
      Info / Transaction
      Connect w/ Others
      Do Things With Data
      Used with permission from Miko Coffey
      Dave Wieneke – www.usefularts.us
    • 8. Dave’s 3D’s of Change
      Delivery
      Design
      Data
      SeparateDigital UX
      Apps notPages
      Web 1.0
      Web 2.0
      Web 3.0
      XML, HTML5, RDF (Interoperability)
      Dave Wieneke – www.usefularts.us
    • 9. What Do *You* Need More Of?
      Access to More Information?
      Invitations to be a ‘friend’?
      Technology that can help you do specialized tasks?
      -> Changes in Delivery, Design and Data allow “easy” technology to fit in to your life.
      Dave Wieneke – www.usefularts.us
    • 10. Media Doesn’t Die – It Reconfigures.
      Printing
      Radio
      Usenet
      Recorded Music
      Billboards
      Handbills
      Webpages
      FTP
      Walled Gardens
      Dave Wieneke – www.usefularts.us
    • 11. 11
      http://www.realwire.com/release_detail.asp?ReleaseID=8847
    • 12. 12
    • 13. Delivery Planning Comes First
      Delivery of experience is now the starting point of design. Customer experience requires multi-target thinking.
      Dave Wieneke – www.usefularts.us
    • 14. Apple iPhone & iTouch & iPad Ramp – The Likes of Which We Haven’t Seen Before
      120
      ~120MM+
      Mobile Internet
      iPhone + iTouch + iPad
      Launched 6/07
      100
      Desktop Internet
      Netscape*
      Launched 12/94
      80
      Subscribers (MM)
      60
      Mobile Internet
      NTT docomoi-mode
      Launched 6/99
      ~32MM
      40
      Desktop Internet
      AOL*
      v. 2.0 Launched 9/94
      ~27MM
      20
      ~9MM
      Q1
      Q3
      Q5
      Q7
      Q9
      Q11
      Q13
      Q15
      Q17
      Q19
      Quarters Since Launch
      iPhone + iTouch
      NTT docomoi-mode
      AOL
      Netscape
      Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07).
      Source: Company Reports, Morgan Stanley Research Data as of CQ3:10
      Morgan Stanley
      Dave Wieneke – www.usefularts.us
    • 15. Communications, Convenience, Consumption
      15
    • 16. End of PC Dominance
      3 Million iPads sold in first 80 days.
      Forrester: 80 million units by 2015.
      Multiple analysts predict tablets will pass PC’s in 3-5 years.
      IDC & Gartner show PC sales eroding (4.8-6.6%)
      Goldman Sachs predicts tablets will cannibalize one in three US PC sales this year.
      http://online.wsj.com/article/PR-CO-20110112-907810.html
      http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=229000646
      Dave Wieneke – www.usefularts.us
    • 17. App Sales: $150 Billion by 2014
      Gartner projects mobile app sales:
      2010: sales topped $5.2bn
      2011: explosion to $15.1bn.
      2014: Exponential growth to $150bn
      Stephanie BaghdassarianResearch Director at Gartner
      = $65Bn annual sales.
      = $62Bn annual sales.
      http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686
      http://www.microsoft.com/presspass/inside_ms.mspx
      Dave Wieneke – www.usefularts.us
    • 18. Half of Smart Phone Net Use is Already Apps
      53%
      50%
      47%
      Browsers
      Apps
      Browsers
      Apps
      Source: Outsell
      Dave Wieneke – www.usefularts.us
    • 19. Behavior Difference: Sharing
      19
    • 20. Behavior Difference: Pay for UX/Content
      Greater Willingness to Pay!
      17.5
      14.2
      20% Decline
      Source: Outsell
      Dave Wieneke – www.usefularts.us
    • 21. Accelerates Media Conversion
      USC Center for the Digital Future
      TV / Video Consumption to Skyrocketto 50hrs per week.
      Upends power structure of ad-driven broadcast tv.
      Dave Wieneke – www.usefularts.us
    • 22. Behavior & Business Change: TV
      Dave Wieneke – www.usefularts.us
    • 23. Publishers Leverage Audience
      Dave Wieneke – www.usefularts.us
    • 24.
      Change happens in unexpected transformative bursts.

      - Thomas KuhnThe Structure of Scientific Revolutions 1962
      Dave Wieneke – www.usefularts.us
    • 25. Interaction Changes in Each Phase
      Info / Transaction
      Connect w/ Others
      Do Things With Data
      Used with permission from Miko Coffey
      Dave Wieneke – www.usefularts.us
    • 26. 2007: Web 3.0 is a Mess Display, Data, and Distribution Factors…
      Dave Wieneke – www.usefularts.us
    • 27. 2008: Modernista! Net Replaces Brand Homepage
      Dave Wieneke – www.usefularts.us
    • 28. 2008: Branded Desktop Apps are Relationship Pipes.
      Dave Wieneke – www.usefularts.us
    • 29. Hyundai Equus
      “Relationship pipe” to owners.
      • Improve ownership experience.
      • 30. Streamline service orders.
      • 31. More active two way communication.
      • 32. See how manuals are really used.
      • 33. Sell position to related services.
      • 34. Potential future interactions with auto telemetry.
      Dave Wieneke – www.usefularts.us
    • 35. Interaction Changes in Each Phase
      Info / Transaction
      Connect w/ Others
      Do Things With Data
      Used with permission from Miko Coffey
      Dave Wieneke – www.usefularts.us
    • 36. 2009: What is Twitter?
      Is Twitter a website?
      Dave Wieneke – www.usefularts.us
    • 37. Is Twitter a Website?
      Yep, but just a little.
      Non-web interfaces
      Influence Map
      Datasource
      Dave Wieneke – www.usefularts.us
    • 38. 2010: Search by Social “Likes”
      Dave Wieneke – www.usefularts.us
    • 39. Site Structure
      Web 1.0
      Web 2.0
      Web 3.0
      Apps & Data Sharing
      Site in HTML
      CMS & Widgets
      Web 1.0
      Web 2.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 40. Challenge
      Web 1.0
      Web 2.0
      Web 3.0
      Digitization
      Socialization
      Integration
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 41. Technology
      Web 1.0
      Web 2.0
      Web 3.0
      HTML Apache
      RSS
      LAMP Stack
      XML, HTML5, RDF (Semantic Web)
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 42. Legal Hurdle
      Web 1.0
      Web 2.0
      Web 3.0
      Copyright & Fair Use
      CDA 230 Safe Harbor
      Privacy
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 43. Primary Unit
      Web 1.0
      Web 2.0
      Web 3.0
      Page
      Site
      Session
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 44. Benefit
      Web 1.0
      Web 2.0
      Web 3.0
      Info / Order
      People Connect
      Do Things
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 45. Web 1.0
      Hierarchy
      Web 2.0
      Web 3.0
      Peer
      Influence
      Hierarchy
      Web 1.0
      Web 2.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 46. Bogus Measure
      Web 1.0
      Web 2.0
      Web 3.0
      Hits
      Followers
      Downloads
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 47. Better Measure
      Web 1.0
      Web 2.0
      Web 3.0
      Visits, PV, Leads
      Impact
      Hours,
      Rev.
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 48. Business Model
      Web 1.0
      Web 2.0
      Web 3.0
      E-commerce(Pets.com)
      Search, Ads, Cont(Google + Huffpo.)
      SubscriptionFreemium, Data…(netflix, twitter, wired)
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 49. User Desire
      Web 1.0
      Web 2.0
      Web 3.0
      Look at Me.
      Like Me.
      Do Something.
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 50. Customer Relationship
      Web 1.0
      Web 2.0
      Web 3.0
      Author, Store
      Community
      Platform
      Web 2.0
      Web 1.0
      Web 3.0
      Dave Wieneke – www.usefularts.us
    • 51. Web “Phases” Aren’t Just One Thing.
      Dave Wieneke – www.usefularts.us
    • 52. Wired Magazine
      Dave Wieneke – www.usefularts.us
    • 53. New Interfaces vis Data (NYT)
      Dave Wieneke – www.usefularts.us
    • 54. Old: content to delivery model
      Content Enrichment is Ongoing
      Write
      Post
      Archive
      New: content enriched toward app experience
      Enrichment
      Analytics
      Post
      Programmatic calls,behavioral enrichment
      Tagging, auto links,production enrichment
      Write
      Delivery
      Dave Wieneke – www.usefularts.us
    • 55. Audience Distribution is Changing
      Percentage of Traffic to Top 10 Sites
      100%
      75%
      50%
      25%
      0%
      2001
      2006
      2010
      Source: Complete data presented in Wired Aug 2010
      Dave Wieneke – www.usefularts.us
    • 56. Platforms are the New Networks (Think Like a Broadcaster)
      Netflix20% of all prime time fixed line traffic.
      Facebook
      620MM Users+51% YY
      Apple iVerse
      120 MM Users
      +111% YY
      Google940 MM Users
      +11% YY
      Dave Wieneke – www.usefularts.us
    • 57. Platforms Will Provide Uniformity
      Web 3.0
      Utilities<identity, payment, analytics, IM, voice?>
      Integration<standards matter>
      Centralization<audience platforms>
      Purpose Driven
      Dave Wieneke – www.usefularts.us
    • 58. A Law Firm Called MoFo
      Dave Wieneke – www.usefularts.us
    • 59. Accident Partner
      Helps organize and record data, photographs, and facts about the accident.
      Provides reminders on dealing with investigators, insurance cos. and lawyers.
      May even be reimbursable in your claim!
      Dave Wieneke – www.usefularts.us
    • 60. Takes data feeds from HHS on troubled nursing homes, and related news, provides checklists and info for selection.
      It helps children record conditions, take notes, remember staff, randomize visits.
      It shares news and insights from other users (is there a trend in a facility.)
      It provides the questions to ask if something is “going wrong”.
      Funded by: vendors, users, advertisers, facilities
      Concept App (Elder Home Radar)
      Dave Wieneke – www.usefularts.us
    • 61. You Are Not the Target Market
      http://tpdsaa.tumblr.com
    • 62. Reasons Not to Jump to Apps
      Reliance on API’s, or even OS’s (iOS) creates platform dependencies.
      Got Flash?
      My Marketing is
      Dave Wieneke – www.usefularts.us
    • 63. Reasons Not to Jump to Apps
      HTML5 can provide more non-page experiences which are app-like.
      Dave Wieneke – www.usefularts.us
    • 64. Reasons Not to Jump to Apps
      With great integration comes decreasing privacy and control.
      Dave Wieneke – www.usefularts.us
    • 65. What This Means to Firms
      Users Will Have Greater UX Expectations
    • 66. Browser Sophistication is Accelerating
      Gap Narrows From Web to Applications
      http://radar.oreilly.com/2009/05/google-bets-big-on-html-5.html
    • 67. New Marketing Skill Mix
      We Need a new savant skill set in Brand
      Experience, Product Development, and IT.
      http://www.chiefmartec.com/
    • 68. Good Marketing Changes Markets
      Some Things We’re Good at Will Decline.
      Corporate home page as relationship hub.
      Platforms & time are decaying eMail.
      50 cent words obscure brand experience.
    • 69. Taking 1st Steps Toward App UX
      64
      “Derivative Use” - iSites
      “Adaptive Use” - Zmags
      “Product Development” – Several effective agencies.
    • 70. Use a Bold New Canvas
    • 71. Scale is Rewarded
    • 72. Learning Goes to First Movers
    • 73. Take Aways
      Web3.0 is About Specialized Action.
      User Experience Starts With Delivery Plan.
      Platforms are the New Power Brokers.
      Interoperability is the New Currency.
      Privacy, and Control Issues Exist.
      Brand Lift and Learning Go to Those Who Try
      Dave Wieneke – www.usefularts.us
    • 74. Kate Ray’s Web3.0 Videohttp://usefularts.us/2010/09/21/web3-0-at-podcamp/
      Web3.0 Everything Becomes Everything Elsehttp://usefularts.us/2010/09/25/web3-0-podcamp-boston/
      Ned May, Outsell Mobile and Tablet Research Nov. 2010
      Resources
      Dave Wieneke – www.usefularts.us
    • 75. Thanks and Credits
      Mary Meeker :: Web2.0 Preso
      Scott Brinker :: CEO ION Interactive
      Miko Coffey :: Web 3.0 Illustration
      Chris Anderson & Michael Wolff :: Wired Magazine
      Ned May :: Outsell Data
      Dave Wieneke – www.usefularts.us
    • 76. Thanks – Please Fill Out Reviews
      Web. 3.0:The wave that follows social:Marketing App Adoption
      Tweet: @usefulartsBlog: www.usefularts.usEmail: strategy2.0@gmail.com
      Special thanks to the digital marketing team at Sokolove Law,and to the fantastic community at Podcamp Western Mass.
      * Disclaimer: opinions expressed are mine, trademarks belong to their respective owners.
      I’m not a lawyer but I help market them on tv. This presentation contains no legal advice or opinions.