the second web - how a web that works like the world becomes a world that lives in the web
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THE SECOND WEBJohn Blossom, President, Shore
Communications Inc.8 December
2010
About Shore
Content Marketing Strategists 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: 2004, 2005 EContent Magazine
“100 Companies that Matter Most” 2007 CODiE – Best Media Blog
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Web: shore.com
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Content
What is The Second Web Where it’s taking media How to position media in The Second
Web
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The Second Web…
…is the convergence of: all media on all networks in all formats in all languages on all devices
…in an infinite web of inputs, outputs and contexts adapted to our personal environment and senses. Not drowning in content, swimming in it
naturally8 December 2010
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What’s Different
The First Web: Internet Static Web pages Embedded programmable
content Inputs from PCs and servers,
feeding PCs People accessing machines Request/response Geekish
Point and click, keyboards Complex, machine-driven
design
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The Second Web: Any network(s) HTML 5, apps Programmable,
semantic content as the container
Inputs from any sensor, feeding any device
People wearing machines
Streaming, real-time Intuitive
Gesture, speech interface
Simple, human-driven design
We Want a Web that Works Like the World And we don’t care what it’s called, as long
as it works
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We Want a Web that Works Like the World And we don’t care what it’s called, as long
as it works
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
9
We Want a Web that Works Like the World And we don’t care what it’s called, as long
as it works
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
10
We Want a Web that Works Like the World And we don’t care what it’s called, as long
as it works
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
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We Want a Web Wherever We Are The Second Web is
mobile by default Its newest users may
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 Web that Works Like the World Real-time – a world that communicates with itself
constantly 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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A World that Lives in the Web
From accessing data to living in data “Always on” – ambient
content Trillions of sensors – data
ecosystem In every place and thing –
even in us Working with all human
senses Extending our human senses
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the first web the second web
A World that Lives in the Web
From accessing data to living in data “Always on” – ambient
content Trillions of sensors – data
ecosystem In every place and thing –
even in us Working with all human
senses Extending our human senses
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
15
the first web the second web
A World that Lives in the Web
From accessing data to living in data “Always on” – ambient
content Trillions of sensors – data
ecosystem In every place and thing –
even in us Working with all human
senses Extending our human senses
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
16
the first web the second web
A World that Lives in the Web
From accessing data to living in data “Always on” – ambient
content Trillions of sensors – data
ecosystem In every place and thing –
even in us Working with all human
senses Extending our human senses
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
17
the first web the second web
A World that Lives in the Web
From accessing data to living in data “Always on” – ambient
content Trillions of sensors – data
ecosystem In every place and thing –
even in us Working with all human
senses Extending our human senses
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
18
the first web the second web
A World that Lives in the Web
From accessing data to living in data “Always on” – ambient
content Trillions of sensors – data
ecosystem In every place and thing –
even in us Working with all human
senses Extending our human senses
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
19
the first web the second web
A World that Lives in the Web
From accessing data to living in data “Always on” – ambient
content Trillions of sensors – data
ecosystem In every place and thing –
even in us Working with all human
senses Extending our human senses
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
20
the first web the second web
Land Line Satellite Mobile/In-Vehicle GPS RFID/Near Field
Communications WiFi Direct Bluetooth
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Radio Cable “White-Fi” UHF Broadband on
Power Lines (BPL) VoIP/POTS
Phones Infrared Private networks
The Second Web: Uniting All Networks
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The Second Web: Uniting All Networks
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The Second Web: Uniting all Devices
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The Second Web: Uniting all Things
Near-Field Communications (NFC) Enable Secure Personal Data Transfer
The Second Web Follows our Senses Responding to our humanity
“Gesture computing” – context and function based on: GPS, accelerometers, touch screens
Voice computing – extending our senses with: Voice commands Automated transcript generation Automated dynamic translation
Sensor computing Remote health and home monitoring Body monitoring garments
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The Second Web Follows our Senses Responding to our humanity
“Gesture computing” – context and function based on: GPS, accelerometers, touch screens
Voice computing – extending our senses with: Voice commands Automated transcript generation Automated dynamic translation
Sensor computing Remote health and home monitoring Body monitoring garments
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
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The Second Web Follows our Senses Responding to our humanity
“Gesture computing” – context and function based on: GPS, accelerometers, touch screens
Voice computing – extending our senses with: Voice commands Automated transcript generation Automated dynamic translation
Sensor computing Remote health and home monitoring Body monitoring garments
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
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The Second Web Shares our Senses
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The Second Web Joins our Senses
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The Second Web is Real-Time
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The Second Web is “Freemium” More valuable contexts,
more willingness to pay But Web lessons still apply
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Implications for Media
Unintegrated media will become a rarity Media will become more layered, immersive and
interactive Media will mingle the raw and the polished fluidly Content categories, platforms mix fluidly “Tossing” content from platform to platform a
given No content can escape Web economics Old media can be transformed into new platforms
Print on demand, personalized print
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Multi-function, Multiplatform
Tablets, Smart Phones, STBs blend: Ebooks Social media Video Games Magazines Apps Printed matter
Cross-platform strategies becoming cross-functional
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HTML 5 & apps blend video, functionality and dynamic graphics into engaging experiences
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The Second Web: New Immersive Media
The Second Web: New Immersive Media
The Wilderness Downtown – HTML 5 merging video, augmented reality, Google Street View, interactivity
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The Second Web: New Immersive Media
Branson’s 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 Media
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The Second Web: Everything is One Web
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Google TV Cable Satellite Streaming
Video Audio
Apps Mobile Web Cross-platform
search
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The Second Web: Everything is One Web
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RIGHTS RESERVED
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The Second Web: Everything is One Web
8 December 2010Copyright © 1999-2010 Shore Communications Inc. ALL
RIGHTS RESERVED
41
The Second Web: Everything is One Web
8 December 2010Copyright © 1999-2010 Shore Communications Inc. ALL
RIGHTS RESERVED
42
The Second Web: Everything is One Web
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
43
The Second Web: Everything is One Web
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
44
The Second Web: Everything is One Web
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
45
The Second Web: Everything is One Web
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
46
The Second Web: Everything is One Web
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
47
The Second Web: Everything is One Web
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
48
The Second Web: Everything is One Web
8 December 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
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The Second Web: Everything is One Web
Positioning: Helping Marketers to Respond
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 targeted
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Source: Cognitive Edge
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For Follow-Up…
PHONE 203.293.8511
EMAIL jblossom@shore.com
WEB shore.com contentblogger.com contentnation.com
TWITTER @jblossom
POST John Blossom
PresidentShore Communications Inc.4 Merritt LaneWestport, CT 06880
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