This document provides a historical overview of the development of the internet and web from the 1980s to present. It describes the evolution from early internet infrastructure in the 1980s, the launch of the world wide web in the 1990s (Web 1.0), the rise of social media and user-generated content in the 2000s (Web 2.0), and proposes concepts for the next stages of developments including more personalized experiences (Web 3.0, Mobile 3.0, etc). The document traces key technological developments, companies, and trends that helped drive these changes from passive, read-only experiences to more active, user-driven and personalized interactions online and through mobile devices.

1. INTERNET
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2. Web 1.0: The Highs & Lows
 1986: Internet formed
 1990: iMdb launches in Usenet
 1992: WWW launched
 1995: Netscape IPO, craigslist founded
 1996: Flash 1.0
 1997: Steve Jobs rejoins Apple, first ‘weblog’
 1998: Microsoft Anti Trust
 1999: Y2K panic, Blogger launched
 2000: The Crash, Napster sued
 2001: The Meltdown
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3. What was Web 1.0?
“Read Only
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4. What was Mobile 1.0?
Talk + Text
= Mobile Phones
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5. What was Shopping 1.0?
Limited Interactivity
= eCatalog eCommerce
reality
perception
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6. Pioneers
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7. The Survivors
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8. What’s Web 2.0?
“Read/Write”
= The Customer Strikes Back
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9. What’s Mobile 2.0?
Talk + Text + Web + Media + Apps
= Mobile Devices
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10. What’s the Social Grid 2.0?
one degree of separation
= We’re all just a click away
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11. What’s Advertising 2.0?
Contextual & Behavioural Targeting
= Ad Relevance
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12. What’s Shopping 2.0?
Customer Ratings, Reviews &
Recommendations
= weCommerce
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13. The Code of the
Road
QUALITY
People want cool stuff
ACCESS
Make it easy to find
OPENNESS
Don’t bullsh*t
CONTROL
Let them play with it
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14. The Thrivers
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15. The Thrivers
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16. Enough Already
The 2.0 World is changing the way we do everything!
Interact
Bank
Learn
Travel
Sho
p
Evaluate
Find
Search
Listen
Watch
Play
Find info
Stay up to date
Meet Communicate
entertain
Date
Work
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17. Lessons Learned
The customer is always right
Your customers are your brand
Customers expect choice and control
WOM is the best form of advertising
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18. Web 3.0?
“Read/Write/Execute”
= The Customer Customizes
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19. Mobile 3.0?
The whole world in my hands
My Device is Me
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20. the Social Grid 3.0?
zero degrees of separation
= I’m the centre of my universe
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21. Advertising 3.0?
Personal Targeting
= I am my media
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22. Shopping 3.0?
Preferential Personal Purchasing Power
= meCommerce
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23. The Drivers: Leading the Pack
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