The Evolution

Of Web 3.0
Marta Strickland
Nov 1, 2007

© 2007, Organic, Inc. All Rights Reserved.

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THE GREAT DEBATE

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 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

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HOW THE WEB EVOLVES

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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”

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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

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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

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The Greater Good
Tool + Tool = Better Tool…

• Javascript & XML (AJAX)

• Yahoo! & Flickr

• Google & YouTube

Who will buy out who?

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HOW DID WE GET TO WEB 3.0

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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

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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

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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

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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?

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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.

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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

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THE EVOLUTION OF THE WEB
AS WE KNOW IT

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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

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USER HISTORY CONTEXTUAL WIDGETS
SPECIALIZED SEARCH

SEMANTIC WEB

SUGGESTED
SEARCH
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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

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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

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 DIGITAL LIFESTREAM
COLLECTED PROFILE

DIGITAL ARTIFACTS

SPONSORED CONTENT
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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
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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

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SPONSORED CONTENT TRADITIONAL CHANNELS

RECOMMENDATIONS PERSONALIZATION

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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)

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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
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THANK YOU

© 2007, Organic, Inc. All Rights Reserved.

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