Web 1 2 3 4

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In this presentation, held on multiple occasions, I present the history of the web (web1), the ciurrent status of the marketing hype web2, the future refered to as web3 and an extrapolation of trends (web4). Some theory is included but fundamental trend theory is excluded. Resulting in an easy to read presentation.

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Web 1 2 3 4

  1. 1. online 2008 Total Identity & Total Active Media © TOTAL IDENTITY Paul Wolfs Martijn Arts 1
  2. 2. 2 © TOTAL IDENTITY WEB 1.0
  3. 3. 3 © TOTAL IDENTITY WEB 2.0
  4. 4. 4 © TOTAL IDENTITY WEB 3.0
  5. 5. WEB 4.0 © TOTAL IDENTITY 5 petitinvention.wordpress.com
  6. 6. WEB 1.0, 2.0, 3,0, … © TOTAL IDENTITY 6
  7. 7. WEB 1.0 • 1997-2005 • “Everyones first time” • Network as broadcasting channel fort text and images • Paper publishing done on screen — no new concepts • One-size-fits-all or broadcasting • Contentmanagement • “the web of documents” — page based internet • Internet seen as antisocial • Internet as speciality • Use only on workstation © TOTAL IDENTITY 7
  8. 8. (short) VIDEO ON MOCKING PRINT JOURNALISM © TOTAL IDENTITY 8
  9. 9. 9 © TOTAL IDENTITY Bubbles...?
  10. 10. © TOTAL IDENTITY 10 Google
  11. 11. Just words... • world wide web — www • hyperlink • chatten • forum • newsgroups • Gopher • animated gif • imagemap • HTML • e-mail • homepage © TOTAL IDENTITY • banner • zoekmachine — googelen 11
  12. 12. startpagina (30 mln) marktplaats (225 mln) Google (367% in 1 year) TomTom (200% 2 months) Baidu (454% in 1 day) © TOTAL IDENTITY 12
  13. 13. € 30,000,000 first social community? © TOTAL IDENTITY 13
  14. 14. € 225,000,000 sold 10 months earlier for 20 mln by founder © TOTAL IDENTITY 14
  15. 15. 367% rise in share value within 1 year* © TOTAL IDENTITY 15 * 765% na 3,5 jaar
  16. 16. 200% rise in share value within 2 months © TOTAL IDENTITY 16
  17. 17. 454% rise in share value within 1 day © TOTAL IDENTITY 17
  18. 18. C4UrS11! webarchive shows the history of the web © TOTAL IDENTITY 18
  19. 19. You are what you are say © TOTAL IDENTITY 19
  20. 20. WEB 2.0 • 2005-2009 • Hype or marketing term — possibilities were always there • Network as distribution channel — applications as modules • Users own data — user generated content • Best practices and archetypes have evolved in websites • WIKI’s, RSS and webservices — website as mashup • Open architectures invokes semantic web and free structures • Social-networks and social communities florish • Internet as part of everyones business • Use at different places and moments — information based © TOTAL IDENTITY 20
  21. 21. (short) VIDEO ON WEB2 © TOTAL IDENTITY 21
  22. 22. © TOTAL IDENTITY 22 25% Turing
  23. 23. (web)communities © TOTAL IDENTITY 23
  24. 24. Just words... • User generated content • WIKI • Blogging — moblog, weblog • VOIP • RSS • AJAX • Profiling • Mashup • Open source • Tagging • Widgets © TOTAL IDENTITY • Social bookmarks 24
  25. 25. Archetypical websites • Archetypes have evolved - they are not a product • Archteypes have been empirically determined • Archetypes are best practices - “survival of the fittest” • By determining archetypes principles are clear • “If you know the rules you can break tem” - David Jury © TOTAL IDENTITY 25
  26. 26. (online) System interface Application (online) Personal page or index Startpage (online) Core business (org.) Portal (online) Thematic publishing (them.) Portal (online) Corporate brochure Corporate brochure © TOTALACTIVE MEDIA (online) Business concept Single concept (online) Marketing and effect Campagne website 26
  27. 27. Application Startpage Functional concept (org.) Portal Editorial formula (them.) Portal Design concept Corporate brochure © TOTALACTIVE MEDIA (online) Business concept Single concept Interaction (o marketing) concept Campagne website 27
  28. 28. 28 © TOTAL IDENTITY organisation Ap pl ic at io n In tr an et Ex tr an et St ar tp a ge (o rg an isa emotion tio na l) Po rt a l Co rp or at e (th w em eb at sit e ic Ca )P m or pa ta l gn e w eb sit e
  29. 29. Veel Lots of restriction Minimal freedom Maximal freedom Few restrictions Application Startpage Campagne website Corporate brochure Single concept (org.) Portal (them.) Portal Analysis Moodboards Strict process Use process as checklist Eye for detail Understand the concept Projectmgr most important Art director most important “producer” “editor” © TOTAL IDENTITY Iterations are dangerous Iteraties are a must Formal communication Informal communication just as important Organisational support Think integrated Think in structures Multiple media (rich media) Function, text and images 29
  30. 30. You are what you say share © TOTAL IDENTITY 30
  31. 31. wikipedia (knowledge) youtube (films) del.icio.us (links) linkedin (profiles) flickr (photos) © TOTAL IDENTITY 31
  32. 32. Almost 4,000,000 Articles © TOTAL IDENTITY 32
  33. 33. > 100,000,000 videos © TOTAL IDENTITY 33
  34. 34. 200,000,000 blogs © TOTAL IDENTITY 34
  35. 35. 1,500,000 residents © TOTAL IDENTITY 35
  36. 36. 39% subscribe to an RSS feed © TOTAL IDENTITY 36
  37. 37. 73% of active online users have read a blog © TOTAL IDENTITY 37
  38. 38. 45% have started their own blog © TOTAL IDENTITY 38
  39. 39. 57% have joined a social network © TOTAL IDENTITY 39
  40. 40. 55% have uploaded photos © TOTAL IDENTITY 40
  41. 41. 83% have watched video clips © TOTAL IDENTITY 41
  42. 42. WEB 3.0 • 2009-2010 • Transformation to a more seamless and interoperable whole • Network as platform — integration of modules and channels • Distributed databases — the ‘World Wide Database’ • Open service business models — Webservice interoperability • Open X — OpenID, -APIs, -data formats, -source, DataLicense • “People are part of the web” • Internet is not mentioned anymore • Everywhere anytime — ubiquitous connectivity, X-chanel © TOTAL IDENTITY 42
  43. 43. (short) VIDEO ON REALTIME INTEGRATION OF FLICKR IN 3D © TOTAL IDENTITY 43
  44. 44. © TOTAL IDENTITY 44 Open X
  45. 45. Free software communities © TOTAL IDENTITY 45
  46. 46. Just words... • the intelligent web • Grid and cloud computing • Open Data License • Roaming portable reputation • Semantic web — folksonomy • Autonomous agents • Statement-based datastores • Machine reasoning • Twitteren • e-Ink • Torrents © TOTAL IDENTITY Jan Chipchase (Nokia) 46
  47. 47. Channels and media • Define the type of media • Define the channel • Define the content • Define the speed of communication • Define ... © TOTAL IDENTITY 47
  48. 48. What’s next? Krant: Wat betekent deze crisis voor de lezer? Why? Site: Uitleg aard van de problemen Krant: Nieuws + Reconstructie overname ABN Video: Technische analist en Fortisbeleggers in Belgie Site: Overzicht koersontwikkelingen financiële instellingen Depth What? SMS: Fortis in problemen © TOTALACTIVE MEDIA SMS: Koers Fortis Keldert SMS: Staat neemt belang 49% SMS: Fortis genationaliseerd 24 48 72 96 Productiontime and publication time (hrs) SOURCE: Pieter Kok– crossmedia publishing Volkskrant 48
  49. 49. What’s next? film documentary Dossier knowledgebase / -archivearticle Scientific vakblad book Why? radio jaarverslag business movie corporate brochure (online) corporate brochure podcast thematical portal weblog magazine E-magazine paper brochure webradio glossy leafletorganisational portal Depth Newspaper PDF-newspaper Campaigning website What? E-mail newsletter papieren nieuwsbrief E-card © TOTALACTIVE MEDIA Mobile website mail report Mail-signature T-mobile Orange mail alert i-mode SMS-alert GoogleGadget Vodafone live! RSS bannerNarrow-casting Productiontime and publication time (hrs) 49
  50. 50. You are what you share wear © TOTAL IDENTITY 50
  51. 51. Iliad (e-book) Dane-elec (portable HD) Mpro (pico-projector) iPhone (phone?) Baya-access (RF-ID) © TOTAL IDENTITY 51
  52. 52. © TOTAL IDENTITY 52
  53. 53. © TOTAL IDENTITY 53
  54. 54. © TOTAL IDENTITY 54
  55. 55. WEB 4.0 • 2010-? • Web-based information / -applications integrate in real world • Technology is becoming invisible — it really is a vehicle • Integrated streaming media — flow of emotions • Open media communication — psychology of machines • Location, information and time interoperate — the Borg • Any media is searchable / integratable — visual search etc. • Augmented reality — extensions to everything we know • Everything is touchable, communicative etc. • Beyond channels and semantics — rich content / rich media © TOTAL IDENTITY 55
  56. 56. (short) VIDEO ON MULTITOUCH INTERFACES © TOTAL IDENTITY 56
  57. 57. © TOTAL IDENTITY 57 Me Augmented
  58. 58. © TOTAL IDENTITY 58 Web 4.0 (?)
  59. 59. Just words... • pocketable — wearables • extreme rich media • real time associations • associative learning • augmented reality • technology literacy • blurring boundaries • invisible, social cues • ambient technology • contextual profiling • serial-solitary © TOTAL IDENTITY 59
  60. 60. You are what you are wear © TOTAL IDENTITY 60
  61. 61. offline 2008 Total Identity & Total Active Media © TOTAL IDENTITY Paul Wolfs Martijn Arts 61

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