1

© 2007, Organic, Inc. All Rights Reserved.

The Evolution

Of Web 3.0

Marta Strickland

Nov 1, 2007

2

THE GREAT DEBATE

3

“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

What is Web 3.0?

buzzbuzzbuzzbuzz

buzzbuzzbuzzbuzz

buzzbuzzbuzzbuzz buzzbuzzbuzzbuzz

buzz

buzz

buzz

buzzbuzz

buzzbuzzbuzz

buzzbuzzbuzzbuzz

People can not agree upon…

the name the definition the existence

4

HOW THE WEB EVOLVES

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”

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

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

8

Tool + Tool = Better Tool…

• Javascript & XML (AJAX)

• Yahoo! & Flickr

• Google & YouTube

Who will buy out who?

The Greater Good

9

HOW DID WE GET TO WEB 3.0

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

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

12

The Evolution to Web 2.0

Web 1.0

“the mostly read only web”

45 million global users (1996)

focused on companies

home pages

owning content

Britannica Online

HTML, portals

web forms

directories (taxonomy)

Netscape

pages views

advertising

Web 2.0

“the wildly read-write web”

1 billion+ global users (2006)

focused on communities

blogs

sharing content

Wikipedia

XML, RSS

web applications

tagging ("folksonomy")

Google

cost per click

word of mouth

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?

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.

15

Web 3.0 Meme Map

THE SEMANTIC WEBChanging the web into a language that

can be read and categorized by the

system rather than humans

ARTIFICIAL INTELLIGENCEExtracting meaning from the way people

interact with the web

PERSONALIZATIONContextualizing the web based on the

people using it

MOBILITYEverything, everywhere, all the time

16

THE EVOLUTION OF THE WEB

AS WE KNOW IT

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

18

SPECIALIZED SEARCHUSER HISTORY CONTEXTUAL WIDGETS

SUGGESTED

SEARCH

SEMANTIC WEB

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

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

21

COLLECTED PROFILE

DIGITAL ARTIFACTS

DIGITAL LIFESTREAM

SPONSORED CONTENT

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

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

24

25

TRADITIONAL CHANNELSSPONSORED CONTENT

RECOMMENDATIONS PERSONALIZATION

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)

27

The Evolution to Web 3.0

Web 2.0

“the wildly read-write web”

focused on communities

blogs

sharing content

XML, RSS

web applications

tagging ("folksonomy")

Google

cost per click

rich media, viral

Web 3.0

“the portable personal web”

focused on the individual

lifestream

consolidating dynamic content

the semantic web

widgets, drag & drop mashups

user behavior (“me-onomy”)

iGoogle, NetVibes

user engagement

advertainment

28

© 2007, Organic, Inc. All Rights Reserved.

THANK YOU