1 March 2011 John Blossom, President, Shore ......Billions of mobile devices can give & get realtime: 14 Billions of mobile devices can give & get realtime: Geospatial data Location,,,

THE SECOND WEBJohn Blossom, President, Shore Communications Inc.1 March 2011

About Shore

Content Marketing Strategists

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Enhance your strategies for publishing and content technology products and services in enterprise and media markets

We provide: Market research, intelligence and

analysis Marketing strategy review and advice Go-to-market content and services

Recognized: Recognized: 2004, 2005 EContent Magazine

“100 Companies that Matter Most” 2007 CODiE – Best Media Blog

Web: shore.com

2007 CODiE – Best Media Blog

1 March 2011

Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved

28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 2

1 March 2011

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

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Content

What is The Second Web

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What is The Second Web Where it’s taking publishers Rules to live by in The Second Web Rules to live by in The Second Web

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Wh i Th S d W b?What is The Second Web?5

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The Second Web…

…is the convergence of:

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…is the convergence of: all media on all networks on all networks in all formats in all languagesg g on all devices

…in an infinite web of inputs, outputs and contexts p , padapted to our personal environment and senses. Not drowning in content, swimming in it naturally

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What’s Different

The First Web:

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The Second Web: The First Web: Internet

Static Web pages

The Second Web: Any network(s)

HTML 5, apps

Embedded programmable content

Inputs from PCs and servers,

Programmable, semantic content as the container

Inputs from any sensor, feeding p C ,feeding PCs

People accessing machines

Request/response

p y , gany device

People wearing machines

Streaming real time Request/response

Geekish Point and click, keyboards

Streaming, real-time

Intuitive Gesture, speech interface

Complex, machine-driven design

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Simple, human-driven design

We Want a Web that Works Like th W ldthe World And we don’t care what it’s called, as long as it works

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, g

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A Web that Works Like the World

Real-time – a world that communicates with itself constantly

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y Immersive – high-quality, absorbing experiences Convergent - all communications networks and technologies Universal – language no longer a barrier Functional – blending software and content effortlessly Aware – Built around human senses and sensibilities Sensory – Integrating universal awareness of the world Collaborative – building knowledge and insight flexibly

Personal – follows the contours of human lives and relations

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We Want a Web Wherever We Are

The Second Web is 10

mobile by default Its newest users may y

have never owned a PC The Web as an in-hand

tool is a given The Second Web uses

mobile to sense and to connect to anything

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A World that Lives in the Web

From accessing data to living in data11

the first web the second webg g “Always on” – ambient content Trillions of sensors – data ecosystemy In every place and thing – even in us Working with all human senses Extending our human senses

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February 8, 2011 - Internet Protocol Version 4

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February 8, 2011 Internet Protocol Version 4 (IPv4) ran out of addresses

IPv6 has 340 trillion, trillion, trillion unique IP IPv6 has 340 trillion, trillion, trillion unique IP addresses

Each grain of sand 340 000 000 000 Each grain of sandon the planet can nowhave its own IP address

340,000,000,000,000,000,000,000,

Everything is addressable Everything will be…

000,000,000,000,000 addresses… Everything will be…

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Data isn’t what measures the world…

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Data isn t what measures the world… Data IS the world – an integral part of life Real time semantic representation of simultaneous Real-time, semantic representation of simultaneous

global and local human experience Real time semantic responses to global and local Real-time, semantic responses to global and local

human experience Cloud based content empowering and empowered Cloud-based content empowering and empowered

by pervasive mobile computing and sensors

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Billions of mobile devices can give & get realtime:

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Billions of mobile devices can give & get realtime: Geospatial data Location, motion, orientation, altitude, relation to sites, , , ,

Voice Text Biometric data Video/still images Social media streams Transaction data

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The Second Web: Uniting All Networks15

Land Line Satellite

Radio Cable

Mobile/In-Vehicle GPS

“White-Fi” UHF Broadband on Power

RFID/Near Field Communications

Lines (BPL) VoIP/POTS Phones

WiFi Direct Bluetooth

Infrared Private networks

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The Second Web: Uniting All Networks16

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The Second Web: Uniting all Devices17

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The Second Web: Uniting all Things18

Near-Field Communications (NFC) Enable Secure Personal Data Transfer

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Near Field Communications (NFC) Enable Secure Personal Data Transfer

The Second Web: Uniting Languageg g g19

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The Second Web Follows our Senses

Responding to our humanity

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Responding to our humanity “Gesture computing” – context and function based on:GPS, accelerometers, touch screens, motion sensors, , ,

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The Second Web Follows our Senses21

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The Second Web Follows our Senses

Voice computing – extending our senses with:

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Voice computing extending our senses with: Voice commands Automated transcript generation Automated dynamic translation

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The Second Web Extends our Senses

Sensor computing

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Sensor computing Remote health and

home monitoring Automotive services Body monitoring garments

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The Second Web Shares our Senses24

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The Second Web Shares our Senses25

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The Second Web Shares in Real-Time26

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The Second Web is “Freemium”

More valuable contexts,

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More valuable contexts,more willingness to pay

New cross-platform payment New cross platform payment services

Willingness to pay for immersive Willingness to pay for immersive content and experiences whenthey can follow us anywhere orprovide truly unique venues

Web lessons still apply – freecontent is a marketing tool

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Wh d Th S d W b ?What does The Second Web mean?28

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Implications for Publishersp

Unintegrated media is becoming a rarity

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Unintegrated media is becoming a rarity Media will become more layered, immersive and

interactive, both “lean back” and “lean forward”interactive, both lean back and lean forward Media will mingle the raw and the polished fluidly Content categories platforms mix fluidly Content categories, platforms mix fluidly “Tossing” content from platform to platform a given

N l f W b i No content or platform can escape Web economics Old media can be transformed into new platforms

Print on demand, personalized print, print triggers Web1 March 2011


Multi-function, Multiplatform, p

Tablets, Smart Phones, TVs, PCs blend:

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Tablets, Smart Phones, TVs, PCs blend: Ebooks Social media Social media Video Games Magazines Appspp Printable matter

Cross-platform strategies becoming cross-functionalp g g

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The Second Web: New Immersive Media

HTML 5 & apps blend video, functionality and

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HTML 5 & apps blend video, functionality and dynamic graphics into engaging experiences

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The Wilderness Downtown – HTML 5 merging video,

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The Wilderness Downtown HTML 5 merging video, augmented reality, Google Street View, interactivity

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Branson’s PROJECT – Is it a magazine, is it a video,

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Bransons PROJECT Is it a magazine, is it a video, is it a game? In The Second Web, it doesn’t matter.

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The Second Web: New Immersive Media34

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The Second Web: Everything is One Web35

Google TV Google TV Cable Satellite Satellite Streaming Video Audio

Apps Mobile Web

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Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED

Cross-platform search


1 March 2011

Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED


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The Second Web: Everything is One Weby g40

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R l Li B i Th S d W bRules to Live By in The Second Web41

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Rule #1: Follow people’s contextsp p

The “where” and “when” of content matters most

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The where and when of content matters most Chances are your audience controls the most

valuable content and tools for building contextsvaluable content and tools for building contexts Get your content ready to self-package and self-

license in whatever contexts matter most to license in whatever contexts matter most to audiences – APIs are key

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Rule #2: Enable human experiencep

Use, extend and interpret human senses and sensors

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Use, extend and interpret human senses and sensors Accept that people use multiple senses concurrently

Augment and extend human relationships Augment and extend human relationships Focus on the value of venues based more on

exclusive human experiences less on exclusive thingsexclusive human experiences, less on exclusive things A book as undivided personal attention Yet divisible amongst many platforms in different contextsg y p

A periodical as a curated collection of current insights Audience may actively control agonostic curation

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Rule #3: Facilitate trust

“I trust, therefore I execute”

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I trust, therefore I execute Brands are trusted relationships that lead to transactions Many levels of transactions Many levels of transactions Social, subscription, give-to-get, collective purchasing

Build trust where audiences feel most comfortable Platforms are just points of inflection in building trust Portals can never provide all comfort requiredp q

Adjust your metrics to the most profitable trust models Journal impact vs. opportunity impactp pp y p

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Rule #4: Ignore bordersg

Link everything to everyone

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Link everything to everyone Language no longer separates – BOTH ways Platforms will no longer separate (unless the user Platforms will no longer separate (unless the user

really wants it that way) Business governmental social borders blurred by Business, governmental, social borders blurred by

equivalence of cloud access Privacy is a boundary not a border – it’s flexible Privacy is a boundary, not a border – it s flexible

but sensitive

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Rule #5: Opportunity is cloudy pp y y

Immense availability of cloud communications and

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Immense availability of cloud communications and content accelerates the value of smaller, more contextual markets: Hyperlocal, Hyperfocused, SMEs Microcapital (and new forms of stored value) Personalized goods and services

Most value surfaces in unexpected opportunities (‘The Black Swan” - Nassim Nicholas Taleb)

Sense everything, focus on the “outliers”

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Responding to the Second Web

Opportunities are

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Opportunities are increasingly in complex domains

Core content and aggregated smart content needs to be aligned more with complex domains

Interfaces and apps need to roll out faster, smarter and more targetedand more targeted

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Source: Cognitive Edge

Learn How to Swim!

Make the complex simple

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Make the complex simple Be in the real-time stream Agnostic aggregation Agnostic aggregation

can accelerate profits & productivityprofits & productivity

Accept where the valueis created in publishingis created in publishing Highly automated insights, highly human insights Everything else gets commoditized!y g g

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For Follow-Up…p

PHONE 203.293.8511

EMAIL [email protected]

WEB shore.com contentblogger.com contentnation.com

TWITTER @jblossomPOST POST John Blossom

PresidentShore Communications Inc.4 Merritt LaneW t t CT 06880

24 September 2010

Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 49

Westport, CT 06880

Information derivatives and arbitrage (search,

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Information derivatives and arbitrage (search, semantics, aggregation, social and professional curation) create context that’s more valuable than )many “underlying securities” (IP)

1 March 2011


Documents

1 March 2011 John Blossom, President, Shore ......Billions of mobile devices can give & get realtime: 14 Billions of mobile devices can give & get realtime: Geospatial data Location,,,