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Forgotten Edge: The Purpose Centric Web
 

Forgotten Edge: The Purpose Centric Web

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Since it’s inception, the primary metaphor of the Web has been one of location. By framing the Web as a collection of places, we have necessarily caused Web development to focus on servers. But ...

Since it’s inception, the primary metaphor of the Web has been one of location. By framing the Web as a collection of places, we have necessarily caused Web development to focus on servers. But people don’t get online to go to a server. They get online to get something done—achieve a purpose. This talk argues that focusing on purpose allows us to build Web applications that more closely align with what people want from the Web. Focusing on purpose will require a move to more intelligent client-side applications. See http://www.windley.com/archives/2009/09/the_forgotten_edge_and_the_purposecentric_web.shtml

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  • one of the images that springs to mind when one considers the Internet over the last 15 years would be &#x201C;a land rush&#x201D; <br />
  • Indeed location has been one of the primary metaphors we&#x2019;ve used to describe the web. After all, a URL is a Uniform Resource LOCATOR. We use verbs like &#x201C;browse,&#x201D; &#x201C;go,&#x201D; &#x201C;locate,&#x201D; &#x201C;property,&#x201D; and even &#x201C;history&#x201D; that all have a property theme. <br /> <br />
  • Consequently, there&#x2019;s been a pat formula for online success&#x2026; <br /> Nothing wrong with that as far as it goes. <br />
  • Consequently, there&#x2019;s been a pat formula for online success&#x2026; <br /> Nothing wrong with that as far as it goes. <br />
  • Consequently, there&#x2019;s been a pat formula for online success&#x2026; <br /> Nothing wrong with that as far as it goes. <br />
  • Consequently, there&#x2019;s been a pat formula for online success&#x2026; <br /> Nothing wrong with that as far as it goes. <br />
  • Consequently, there&#x2019;s been a pat formula for online success&#x2026; <br /> Nothing wrong with that as far as it goes. <br />
  • Consequently, there&#x2019;s been a pat formula for online success&#x2026; <br /> Nothing wrong with that as far as it goes. <br />
  • In a &#x201C;world of ends&#x201D; everything is a peer, but architecturally, the Web is composed of different kinds of ends. <br />
  • The most important feature for this discussion is that each Web site is a silo. The location metaphor works fine when what you want to do is confined to that silo. But what happens when you need information from multiple places to accomplish your task? <br />
  • Our focus on servers has led to an amazing Web, but it has also led to some curiousities <br />
  • Portals are a way to try and get around silos. <br /> We have portals because we&#x2019;re trying to make a server collect and present information that&#x2019;s relevant to the person browsing. <br /> Everything wanted to be a mall <br />
  • Of course, you can take this idea too far. <br /> <br />
  • This is the primary question for this talk. <br />
  • People have always approached the web with purpose in mind. They went to locations online to accomplish a purpose. The server-focused model only gave them locations. They had to connect the locations themselves to get to purpose. No one uses the Web to go to a server. <br />
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  • In short, focusing on purpose instead of location requires a client perspective. <br /> <br />
  • The browser can see all of the silos that a person interacts with. <br />
  • With the right framework, the browser can bridge those individual contexts and provide a richer, cross-site context to develop. <br />
  • <br />
  • Even Wave, SideWiki, iPhone and other smartphones <br /> <br />
  • Individuals give information freely to organizations when there is value returned. <br />
  • Individuals give information freely to organizations when there is value returned. <br />
  • Individuals give information freely to organizations when there is value returned. <br />
  • Individuals give information freely to organizations when there is value returned. <br />
  • Individuals give information freely to organizations when there is value returned. <br />
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  • People usually want to just get something done. Going somewhere--usually multiple somewheres--is merely a way to do that. <br />
  • FoC matters more than controlling the user. <br /> FoC is agnostic to method, protocol, purpose. Let others choose what to accomplish with infrastructure. <br /> Philosophy rather than a feature <br /> Wholistic view of all constituents. <br /> Alignment of purpose with action <br />
  • Content is dead or at least very hard to compete on. Just ask the newspapers. <br /> Social networks like FB are context networks, but still location based. <br /> Paul Graham on content: price changes by media not content. <br />
  • Transitively connecting relationships to show people larger relationships (I have a relationship with AAA and AAA has a relationship with Hertz. Reveal the transitive relationship that I have with Hertz.) <br />
  • Businesses giving the user freedom of choice create more loyalty and make more money. <br /> Analytics tied to amount of time people spend at your web site. <br /> Funnel based tactics to drive lots of people to the site to get vs pipeline <br /> Attention is more than time on site. <br /> Funnel is inefficient and expensive <br /> People accomplishing a purpose gives you attention <br />
  • Demographics are a necessary evil in a location world. <br /> No identity, so guess, run the numbers and push people into the funnel. <br /> With selector-based ID, just enough information given out to accomplish purpose, but ALL the information given out to accomplish purpose. <br /> What I really really want right now is an iphone charger <br />
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  • But quietly, in the background almost, people have been using the browser for something more. We&#x2019;re talking about add-ons. <br />
  • This is a big trend. <br /> FF and IE have discovered that others will create interesting add-ons to their browsers. They encourage third party developers to build extensions to their platforms. <br /> Still some work to do here. Safari not very open. Especially on iPhone. <br />

Forgotten Edge: The Purpose Centric Web Forgotten Edge: The Purpose Centric Web Presentation Transcript

  • The Purpose Centric Web Phillip J. Windley, Ph.D Founder and CTO Kynetx www.kynetx.com
  • Formula for Online Success...
  • Formula for Online Success... Get a good address
  • Formula for Online Success... Get a good address Build a killer site with great content
  • Formula for Online Success... Get a good address Build a killer site with great content Advertise to get traffic
  • Formula for Online Success... Get a good address Build a killer site with great content Advertise to get traffic Make the site sticky
  • Formula for Online Success... Get a good address Build a killer site with great content Advertise to get traffic Make the site sticky Convert traffic into sales or eyeballs
  • Formula for Online Success... Get a good address Build a killer site with great content Advertise to get traffic Make the site sticky Convert traffic into sales or eyeballs Rinse and repeat...
  • The location metaphor has led us to focus attention on servers
  • Yahoo! is a “portal”
  • “Portal for the Global Pet Food Industry”
  • How can we extend the location metaphor to better match what we do?
  • The metaphor of purpose extends the metaphor of location
  • Example: find a book to read
  • Amazon and Your Local Library
  • Amazon and Your Local Library
  • focusing on purpose requires a client perspective
  • An intelligent, adaptable browser helps you achieve your purpose... not just go to a Web site
  • Smarter Browsing Examples Web context Context for your inbox Search Automation Context Framework Media Toolbars SideWiki
  • Location Purpose
  • Intention Go and Location Get Do and Purpose Know
  • Intention Identity Go and Location Cookies Get Do and Purpose Selectors Know
  • Intention Identity Information Go and Location Cookies Organization Get Do and Purpose Selectors Individual Know
  • Rules for a purpose-based Web:
  • 1. purpose > location
  • 2. choice > control
  • 3. context > content
  • 4. relationships > transactions
  • 5. loyalty > "time on site"
  • 6. individuals > demographic
  • Purpose Centric Web Contact info: pjw@kynetx.com www.windley.com @windley Sign up free: http://www.kynetx.com/signup