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It’s the
END OF THE
WEB 

AS WE KNOW IT
and I feel fine
http://acquia.com — http://buytaert.net — @Dries
Founder of
DrupalPowers 1 in 40 

websites worldwide
About Mehttp://buytaert.net — @Dries
CTO of
Acquiafastest growing 

private co. in US. 

2 successive years
About Mehttp://buytaert.net — @Dries
What am I going
to talk about?
The future 

of the web
Lessons

from history
The 

Experience 

Web
Architecture
(a little)
Push 

and Pull
Industry 

Impact
The 

Open Web
Privacy
1790
Industrial Revolution
1790
Industrial Revolution
?
1790
Guilds
1350
Renaissance
HuntmacherSchneider Brauer
17901350
Age Of Guilds
BespokeTailoring
One-on-One
Customization
One-on-One
Handmade Goods
High Quality
One-on-One
Customization
High End Materials
Low Cost
Speed
EfficiencyCustomization
High Quality
Industrial
Revolution
One-on-One
Age of
Guilds
Regency
watch
Civil War
Watch
18631790
One-On-One
High Quality
Customization
Efficiency
Speed
Low Cost
Timex Watch
1940
One-On-One
High Quality
Customization
Efficiency
Speed
Low Cost
One-On-One
High Quality
Customization
Efficiency
Speed
Low Cost
1983
Customizable
Swatch Watch
One-On-One
High Quality
Customization
Efficiency
Speed
Low Cost
?
Let’s

fast forward
The big reverse

of the web
Today’s web is Pull based
Soon it will be Push based
Content will find you
It’s already happening
Media
Products
People
Music
What do they have in common?
One-on-one Content-rich Omni-channelContextual
The Pull
Experience
We’reTracking & Measuring
Our Lives
!
!!!
What should 

I get Dusty?
1 to 2 weeks
payment info
waitship
reviews
add to cart address
review
create account
search price comparevisit websites
That’s Pull.
What about Push?
We’re tracking & measuring our lives
ContextAware
Notifications
Streams
Aggregated
Personalized
Branded
Actionable
Cards
Push-based delivery
Success!
1 to 2 weeks
payment info
waitship
reviews
add to cart address
review
create account
search price comparevisit websites
Less than a day
shop ship (short) wait
What will 

make this happen?
?
Friendship Status
ShippingAddress
Payment Information
Product Preferences
Location andTime
Personal information 

powers the experience
Nobody has all the data
Address,
phone#
Social
graph
Location
Payment
gateway
Purchase
history
Curated
streams
Data
Features
What about 

privacy?
Tastes
Friendship Status
Friendship Status
That’s creepy.
Even Facebook Login 

is now opt-in
We need to 

get privacy right
How will 

push work?
New content 

is created
Brand
Published to the 

Brand site
Brand
Also to anAPI 

as a rendered “card”
Brand
Aggregators pull 

from brandAPIs
Aggregator
Filter on contexts 

per-person
Aggregator
And deliver a 

curated stream
Aggregator
User
User views stream 

on their device
User takes action
User
Payment is 

processed
Commerce
$
Product is 

delivered
Fulfillment
$
Creation Aggregation Delivery Fulfillment
What does this mean for
a single site?
?
Travel
What you need 

comes to you
Location
Date time
Interests
Social graph
Rich user profileA
Rich meta data
Lots of content B
getBestNext Experience()
Content matchmaking
3rd party
service
getBestNextExperience()
An endpointB
Presentation layerE
Anonymous
Authenticated
No two experiences will be the same
loading
loading
loading
loading
Caching becomes much more important
No two experiences will be the same
loading
loading
loading
loading
More precise cache
invalidation
More precise cache
variation
Server/client side
dynamic content
substitution
Facebook-style “BigPipe”
What does 

this enable?
One-On-One
Customization
High Quality
Low Cost
Efficiency
?Speed
Brick & mortar retail 

will crumble
But we’re at the dawn of
the era of makers
Personal data is at risk
But push brings more
physical security
Colleges are in decline
But education will be 

more accessible
Traditional media 

is on life support
But information is more
universal than ever
The open web is closing
The open web is closing
But open-source 

is alive and well
Healthcare will be
more worry free
BUT
Push puts people
over technology
Push isn’t bad or good
just different
Get ready!
Q&A
Thanks
http://buytaert.net/the-big-reverse-of-the-web
http://acquia.com

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