Web 3 Evolution
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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
What is Web 3.0?
buzz bu zz
People can not agree upon… the name
the definition
buzz buzz buzz
buzz
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 ("folksonomy")
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 -
•
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
-
•
Human error and system abuse
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 can be read and categorized by the system rather than humans
Extracting meaning from the way people interact with the web
PERSONALIZATION
MOBILITY
Contextualizing the web based on the people using it
Everything, everywhere, all the time
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
SPECIALIZED SEARCH
CONTEXTUAL WIDGETS
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 ("folksonomy")
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
© 2007, Organic, Inc. All Rights Reserved.
1
THE GREAT DEBATE
2
buzz
What is Web 3.0?
buzz bu zz
People can not agree upon… the name
the definition
buzz buzz buzz
buzz
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 ("folksonomy")
Netscape
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 -
•
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
-
•
Human error and system abuse
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 can be read and categorized by the system rather than humans
Extracting meaning from the way people interact with the web
PERSONALIZATION
MOBILITY
Contextualizing the web based on the people using it
Everything, everywhere, all the time
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
SPECIALIZED SEARCH
CONTEXTUAL WIDGETS
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 ("folksonomy")
user behavior (“me-onomy”)
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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