The Evolution Of Web 3.0
Marta Strickland Nov 1, 2007 © 2007, Organic, Inc. All Rights Reserved. 1

THE GREAT DEBATE
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buzz buzz What is Web
3.0? buzz buzz bu buzz zz People can not agree upon… buzz the name the definition the existence “Once the ‘point ohs’ come out, there’s no stopping them. What the heck. I say we should start Web 4.0” Sonja Hyde-Moyer, SHM Project “Just as 'dot com' is the term for the first era of the Web, and 'web 2.0' the second, there will be a new term that bubbles up at the right time to describe the next era” Richard MacManus, ReadWriteWeb “The Semantic Web (or Web 3.0) promises to ‘organize the world’s information’ in a dramatically more logical way than Google can ever achieve with their current engine design.” Marc Fawzi, Evolving Trends “Web 2.0 is a marketing term, and I think you've just invented Web 3.0” Eric Schmidt, CEO of Google “If Web 2.0 was so hot, how about Web 3.0? This has been a recurrent theme of would-be meme-engineers who want to position their startup as the next big thing. ” Tim O’Reilly, O’Reilly Radar 3

HOW THE WEB EVOLVES
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The Theory of Biological Evolution
In the beginning… • the world was full of genetic code • this code formed into vessels of information • the basic unit of biological information was known as: the gene • the gene could store, duplicate, and transmit data • with duplication came interpretation and mutation • with mutation came specialization • genes better suited for certain tasks begun to work together • beneficial partnerships led to the first “organisms” 5

The Theory of Cultural Evolution
On an ongoing basis… • the world is full of loose ideas • ideas that propagate from one mind to another • tunes, catch phrases, beliefs, fads, earworms, technology, art, etc. • the basic unit of cultural information is known as: the meme • groups of memes form together into “memeplexes” that form the basis of beliefs, social eras, etc. • word of mouth, syndication, feedback, and social groups all have a role in the spreading of memes • the internet is the great big meme-machine 6

Survival of the Fittest Only
the best make it… • some memes are a flash in the pan • some memes never even get so far as a flash • some, however, change the fabric of our internet culture 7

The Greater Good Tool +
Tool = Better Tool… • Javascript & XML (AJAX) • Yahoo! & Flickr • Google & YouTube Who will buy out who? 8

HOW DID WE GET TO
WEB 3.0 9

Web 1.0 the web as
an information portal • information exclusivity, be the first to own the content • dividing the world wide web into usable directories • everyone has their personal own little corner in the cyberspace • lacks: - context - interaction - scalability 10

Web 2.0 the web as
a platform • focus on the power of the community to create and validate • the power of a seemingly freer form of organization (“tags”) • setting up “hooks” for future integration (RSS, API) • lacks: - personalization - true portability - interoperability 11

The Evolution to Web 2.0
Web 1.0 Web 2.0 “the mostly read only web” “the wildly read-write web” 45 million global users (1996) 1 billion+ global users (2006) focused on companies focused on communities home pages blogs owning content sharing content Britannica Online Wikipedia HTML, portals XML, RSS web forms web applications directories (taxonomy) tagging (quot;folksonomyquot;) Netscape Google pages views cost per click advertising word of mouth 12

Introducing Web 3.0 What could
it mean? • How will our information be organized? • Will we still do the “surfing” or will the machine surf for us? • Will the web look the same for me as it does for everyone else? • What technology will become commonplace? Obsolete? 13

The Semantic Web (The Next
Big Thing?) The Semantic Web is “a web of data”. HTML describes documents, while RDF describes things. Why talk about a “page” in terms of style and links, when you know a book has chapters and a CD has tracks? • CHALLENGES - Human error and system abuse - Selfishness, why take the time to teach the machine how to teach me? • OPPORTUNITIES - Those young people love their RSS feeds - Data portability and sharing standards are so 2008 - If we were all so selfish, Web 2.0 would have never worked (etc Wikipedia) • BOTTOMLINE (why we should care…) It’s not just for academics anymore. People will use the tools they find most useful. Where the people are, advertisers must follow. 14

Web 3.0 Meme Map THE
SEMANTIC WEB ARTIFICIAL INTELLIGENCE Changing the web into a language that Extracting meaning from the way people can be read and categorized by the interact with the web system rather than humans PERSONALIZATION MOBILITY Contextualizing the web based on the Everything, everywhere, all the time people using it 15

THE EVOLUTION OF THE WEB
AS WE KNOW IT 16

Imagine… How will we search
in Web 3.0? • semantic web makes search engines smarter • specialized search will reign • “bring me everything on ___________” will change to “bring me everything on __________ considering that it is a ___________” • the context is me • search engines understand who you are, what you’ve been doing, and where you’d like to go next • contextual advertising becomes more engaging 17

USER HISTORY CONTEXTUAL WIDGETS SPECIALIZED
SEARCH SEMANTIC WEB SUGGESTED SEARCH 18

Search 3.0 Who is on
the forefront? • Google : lot of tools under its belt including universal search, user search history, google base, and google gadgets • Twine : Semantic Web, natural language and machine learning to make information and relationships smarter • Swicki : community built search portals • Powerset : the nuances of natural language 19

Imagine… How will we socialize
in Web 3.0? • social search results come to replace profile pages • semantic web enables digital collections of all things you (photos, videos, blogs, etc.) • every interaction you make gets dumped into your digital lifestream, not just what you write, but what you read to what you rate • Twitter “tweets” meet the Facebook news feed • online purchase behavior turns users into brand advocates 20

DIGITAL LIFESTREAM COLLECTED PROFILE DIGITAL
ARTIFACTS SPONSORED CONTENT 21

Social Networks & Blogging 3.0
Who is on the forefront? • Wink : people focused search engine that scans social networks, blogs, etc • Twitter : the king of the microblog • FOAF (friend of a friend) : my life in RDF, platform for sharing information about people and their connections to each other • Google’s OpenSocial : bringing social networks together via useful applications • Facebook’s Beacon : turning users into brand advocates 22

Imagine… How will we entertain
ourselves in Web 3.0? • from anywhere anytime • smartphones and alternative computer devices (game consoles, watches, kiosks, tabletops) bring mobile web to the forefront • build your own content channels • TV goes social, build and send content to your friends • recommended media based on your history and preferences • advertisers sponsor exclusive content 23

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SPONSORED CONTENT TRADITIONAL CHANNELS RECOMMENDATIONS
PERSONALIZATION 25

Entertainment 3.0 Who is on
the forefront? • Joost : online distribution of TV shows and video content, set top box set for 2009 • Netflix : plans to support PS3 and Xbox as delivery platforms • Slingbox : TiVo-type box that allows access of recorded shows from mobile phone • iPhone, Android, etc : ongoing fight to develop the most media enabled mobile device (multiplayer gaming, full YouTube) 26

The Evolution to Web 3.0
Web 2.0 Web 3.0 “the wildly read-write web” “the portable personal web” focused on communities focused on the individual blogs lifestream sharing content consolidating dynamic content XML, RSS the semantic web web applications widgets, drag & drop mashups tagging (quot;folksonomyquot;) user behavior (“me-onomy”) Google iGoogle, NetVibes cost per click user engagement rich media, viral advertainment 27

THANK YOU © 2007, Organic,
Inc. All Rights Reserved. 28