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The Evolution
  Of Web 3.0
                    Marta Strickland
                        Nov 1, 2007




   © 2007, Organic, Inc. All Rights Reserved.



                                           1
THE GREAT DEBATE




                   2
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




                      4
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
24
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

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The Evolution of Web 3.0

  • 1. The Evolution Of Web 3.0 Marta Strickland Nov 1, 2007 © 2007, Organic, Inc. All Rights Reserved. 1
  • 3. 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
  • 4. HOW THE WEB EVOLVES 4
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. The Greater Good Tool + Tool = Better Tool… • Javascript & XML (AJAX) • Yahoo! & Flickr • Google & YouTube Who will buy out who? 8
  • 9. HOW DID WE GET TO WEB 3.0 9
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. THE EVOLUTION OF THE WEB AS WE KNOW IT 16
  • 17. 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
  • 18. USER HISTORY CONTEXTUAL WIDGETS SPECIALIZED SEARCH SEMANTIC WEB SUGGESTED SEARCH 18
  • 19. 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
  • 20. 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
  • 21. DIGITAL LIFESTREAM COLLECTED PROFILE DIGITAL ARTIFACTS SPONSORED CONTENT 21
  • 22. 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
  • 23. 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
  • 24. 24
  • 25. SPONSORED CONTENT TRADITIONAL CHANNELS RECOMMENDATIONS PERSONALIZATION 25
  • 26. 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
  • 27. 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
  • 28. THANK YOU © 2007, Organic, Inc. All Rights Reserved. 28