The document discusses the history and evolution of the internet and world wide web from the 1800s to present. It describes key milestones like the development of HTML, growth of internet users and hosts, and introduces concepts like Web 3.0 which envisions machines automating tasks by understanding data on a semantic level. The role of mobile apps and potential opportunities for personalized marketing with future developments are also examined.

1. Bouwe Doeven, Nanterre 20/21 december 2010 Paris X / Master MOI What perspectives for 21 st Century MARKETING?

2. Bouwe Doeven, background MSc Mech Eng. 1983 / MBA 1991 Philips Electronics 1984-1991 LPF Flexible Packaging 1991-1996 Van Leer 1996-1998 Owner BDC advies & interim-management 1998  Consultancy and temporary management. Teaching Business Administration Traineeship in Monaco Worked in Germany Business in Europe & USA Private travels in Europe, USA, Turkey, Oman & India / Bhutan Multilingual Dutch, English, French, German and Frysian. Paris X / Master MOI

3. Questions How old is the internet? How old is the world wide web? [www] How are they different? Paris X / Master MOI

4. History of Data Communication 1837 Telegraph [Morse code] 1935 Telex [Phone pulse data transfer] 1970 packet switching between mainframe computers [ARPANET, Telenet] , X 25 protocols. 1982 Internet, global network, TCP/IP 1990 WWW, hypertext, Uniform Resource Locator (URL) and Uniform Resource Identifier (URI); the publishing language HyperText Markup Language (HTML); and the Hypertext Transfer Protocol (HTTP).

5. Networking Drivers: Military information Academic information exchange and co-operation. 1992 commercial activity allowed by Congress 1995 - end of commercial restrictions, National Science Foundation ends sponsoring.

6. Internet Paris X / Master MOI

7. Development / milestones 1992 - First Photo on Internet. 1996 - first Mobile Phone on Internet, Nokia 9000 communicator. [WAP] 2007 - I-phone, iTunes interface, web 2.0 applications [Apps] 2008 - more phones then PC’s on internet. # of apps is exploding. 2009 network capacity becomes critical in big cities.

8. Rough Timeline of Web Technologies 1991 HTML 1994 HTML 2 1996 CSS 1 + JavaScript 1997 HTML 4 1998 CSS 2 2000 XHTML 1 2002 Tableless Web Design 2005 AJAX 2009 HTML 5 [still under development] Paris X / Master MOI

9. # internet Hosts

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13. Semantic Web I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers . A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade , bureaucracy and our daily lives will be handled by machines talking to machines . The ‘ intelligent agents ’ people have touted for ages will finally materialize. – Tim Berners-Lee , 1999 Paris X / Master MOI Tim Berners-Lee programmed the first browser and the first server while working as a software engineer at CERN in 1980. He is director of the World Wide Web Consortium.

14. Syntax vs. Semantics; example Google Paris Hilton; 103 Mn hits [0.21 sec], Hilton Hotel Paris #44 Hilton Paris; 137 Mn hits [0.25 sec], photo’s Paris Hilton #1, Hotel #2! Hilton Hotel Paris; 28 Mn hits [0.37sec]. Paris Hilton #11 [Wiki!] Hilton Hotel in Paris; 73 Mn hits [0.37 sec], Paris Hilton #5 [Wiki] Hilton hotel in Paris France; 3.6 M hits [0.18 sec], Paris Hilton # 14! [Wiki] Paris X / Master MOI

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16. Web 3.0 People keep asking what Web 3.0 is. I think maybe when you've got an overlay of scalable vector graphics - everything rippling and folding and looking misty — on Web 2.0 and access to a semantic Web integrated across a huge space of data, you'll have access to an unbelievable data resource." – Tim Berners-Lee , 2006 Paris X / Master MOI

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18. Web 2.0 vs. Web 3.0 Web 2.0 The Web as Platform Harnessing collective intelligence Data is next Intell inside End of Software Release Cycle Lightweight programming Models Software above the level of a single device Rich User experience Web 3.0 The Platform as Market Analysing Collected intelligence Metadata is the next Intell Inside Virtualisation of Software release Cycle Automated Programming Models Software below the level of sentience Rewarding User Experience

19. Web evolution and impact on E-commerce en Online Advertising [ Source: Yankee group 2008] Yesterday Today Tomorrow Web Evolution Web 1.0 is about the world: Get everyone connected via internet Web 2.0 is about like-minded people: Share and interact with others in the group Web 3.0 is about the individual: Receive the right content at the right time from anywhere E-Commerce Evolution E-commerce 1.0: “ Here is what we have” E-commerce 2.0: “ People who bought this also bought that” E-commerce 3.0: “ We believe this is what you are looking for Online Ad Evolution Online Ad 1.0: Static portals and display advertising [ e.g. Display and search] Online Ad 2.0: Dynamic ad placement with contextual , behavioural, demographic and geographic targeting Online Ad 3.0: “ Personalized ad display based on user preferences, community and other characteristics

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21. Requirements for Web 3.0 User defined data available about preferences Coupling of data [e.g. whereabouts and preferences] Networks that can handle all that traffic Cross-browser & version compatibility Better semantic mark up in web pages (HTML 5) Technology to programme intelligence (e.g., JQuery, etc.) Paris X / Master MOI

22. Issues [like on web 2.0] Safety Privacy Identity Abuse of data Paris X / Master MOI Will it ever get safe on the web??

23. Marketing? What are the opportunities for marketing when web 3.0/ the semantic web is reached?? Examples? Paris X / Master MOI

24. Marketing 3.0? Paris X / Master MOI NEW

25. Marketing 3.0? Paris X / Master MOI NEW Web 1.0 Web 2.0 Web 3.0 Advertising Webpages Youtube Interactive ads Selling E-bay Amazon Groupon Retaining Blogs Blogs Co- marketing Webforum Facebook adds/ twitter Ambasador Facebook fanpages

26. # of Apps available Paris X / Master MOI # of downloads 2010 2011 Apple 250k 600k Android 100K 500K 2010 2011 Apple 10 billion 18 billion Android 2 billion 10 billion

27. Android; 10 Billion downloads! Paris X / Master MOI

28. Apps and Marketing Users Want Useful Apps - Not Marketing Focus on the customer need, as well as the business need. Design for the right device: uncover which devices your customers use most. Make sure your feature set fits the mobile experience: do not copy your website. Most users are not interested in apps that are just marketing vehicles for a brand customers expect to get some value out of the app that is related to the brand and its products. An app is not a "microsites“ . Apps should be well designed. Apps should be easier to use than the brand's website.

29. Possible Examples Hinting on restaurants in the area Suggesting actions [mounting of snow tires when near the garage when temperature at noon is below 7˚ C ] Suggesting promotions on favourite products in the supermarket. Suggesting appointments on suitable place/date/time. [Car service, dentist ] Paris X / Master MOI

30. App adjusts car seat! Smartfit™ phone-activated seat adjustment system Faurecia has developed a new concept for automated seat positioning that takes the guesswork out of properly adjusting seats. SmartFit™ is an application for smartphones that automatically adjusts the vehicle’s seats to conform to the healthiest position for each occupant, controlling the seat wirelessly.

31. Where does it go beyond? Web 4.0? Computer becomes PA and makes arrangements before you thought of it? Paris X / Master MOI

32. Example 4.0? Social dinner shopping list composed by PC based on preferences and allergies of participants [via facebook] , PC orders it at preferred supplier and has it delivered on suitable time. Phone GPS starts oven when you are 30 min away from home. Paris X / Master MOI

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35. Social / networking Media Facebook [2004] > 800M users worldwide Value 100 B $ [125$/ user] $4.27 B earnings 2011 Twitter [2006] > 100 M users worldwide Value 8 B $ , turnover 150 M $ Google Value 205 B $, profit 29 B $ Myspace [ 2003] Value 35 M$ Paris X / Master MOI

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37. Facebook traffic

38. Threats Privacy matters. “ machines take the lead” How do we stay in control? Too much interaction? Paris X / Master MOI