A Fundamental Disruption: Moving Information Architecture Into the Hands of Individual Consumers

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Presented at the 2009 IA Summit conference by Peter Sweeney and Robert Barlow-Busch of Primal Fusion. Technologies are considered disruptive if they challenge fundamental assumptions about how we do things. There is a fundamental assumption in information architecture that producers need to organize content before consumers can access it effectively. This is so fundamental that it permeates virtually every aspect of today’s online experience... This presentation briefly introduces semantic technologies before exploring how these technologies could challenge the foundations of information architecture...

Technology Education

A fundamental disruption
Moving information architecture into
the hands of individual consumers

IA Summit 2009 • Memphis

Digital cameras were a disruptive technology

Photo from Flickr, by lnx.

Disruptive technologies underperform at first…

High-end market
demands

Performance Low-end market
demands

You are
here!

Time

Based upon The Innovator’s Dilemma by Clayton Christensen

…but they eventually catch up.

You are High-end market
here! demands

Performance Low-end market
demands

Time

Based upon The Innovator’s Dilemma by Clayton Christensen

Semantic technology is now catching up…

Semantic Technology
• Encodes meanings.
• Auto-recognition of topics and
concepts…
• Enables machines as well as
people to understand, share and
reason…

…and is poised to disrupt IA.

Semantic Technology Information Architecture
• Encodes meanings. • The art of expressing a model or
concept of information…
• Auto-recognition of topics and
concepts… • The art and science of organizing
and labeling…
• Enables machines as well as
people to understand, share and • The structural design of shared
reason… information environments.

Definitions from:

The fundamental disruption:

Rather than producers organizing
information in advance, consumers
will organize it on demand.

“Beware, the end is near!”

<Yawn />

Artist’s rendition from NASA

The pace of semantic innovation is accelerating

Web 2.0
semi-structured data

specialized semantic technologies

Semantic Web
structured data

cooperation

Metaweb: Freebase

http://www.freebase.com

Zepheira: Remix

http://remix.zepheira.com/

Simile: Exhibit

http://www.simile-widgets.org/exhibit

Thomson Reuters: Calais: Semantic Proxy

http://semanticproxy.opencalais.com

Primal Fusion: Thought networking

http://www.primalfusion.com

Peter Sweeney |peter.sweeney@primalfusion.com
Robert Barlow-Busch |bbb@primalfusion.com
Register for our alpha at:

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A Fundamental Disruption: Moving Information Architecture Into the Hands of Individual Consumers

1. A fundamental disruption Moving information architecture into the hands of individual consumers IA Summit 2009 • Memphis

2. Digital cameras were a disruptive technology Photo from Flickr, by lnx.

3. Disruptive technologies underperform at first… High-end market demands Performance Low-end market demands You are here! Time Based upon The Innovator’s Dilemma by Clayton Christensen

4. …but they eventually catch up. You are High-end market here! demands Performance Low-end market demands Time Based upon The Innovator’s Dilemma by Clayton Christensen

5. Semantic technology is now catching up… Semantic Technology • Encodes meanings. • Auto-recognition of topics and concepts… • Enables machines as well as people to understand, share and reason…

6. …and is poised to disrupt IA. Semantic Technology Information Architecture • Encodes meanings. • The art of expressing a model or concept of information… • Auto-recognition of topics and concepts… • The art and science of organizing and labeling… • Enables machines as well as people to understand, share and • The structural design of shared reason… information environments. Definitions from:

7. The fundamental disruption: Rather than producers organizing information in advance, consumers will organize it on demand.

8. “Beware, the end is near!” <Yawn /> Artist’s rendition from NASA

9. The pace of semantic innovation is accelerating Web 2.0 semi-structured data specialized semantic technologies Semantic Web structured data cooperation

10. Demonstrations

11. Metaweb: Freebase http://www.freebase.com

12. Zepheira: Remix http://remix.zepheira.com/

13. Simile: Exhibit http://www.simile-widgets.org/exhibit

14. Thomson Reuters: Calais: Semantic Proxy http://semanticproxy.opencalais.com

15. Vivisimo: Clusty http://clusty.com

16. Kosmix http://www.kosmix.com

17. Primal Fusion: Thought networking http://www.primalfusion.com

18. So what might this mean for IA?

19.

20. Peter Sweeney |peter.sweeney@primalfusion.com Robert Barlow-Busch |bbb@primalfusion.com Register for our alpha at:

A Fundamental Disruption: Moving Information Architecture Into the Hands of Individual Consumers

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