web 3.0+ | embracing the future

Web 3.0 +Embracing the future

James HoganDecember 2009

Some things to discuss today

1. Where we are now From Web 1.0 to Web 2.0

2. What’s coming next Web 3.0 and beyond

3. Some initial thoughts Opportunities and examples

4. Developing a strategy Planning and implementation

5. A quick summary Wrap-up and discussion

Embracing the future

Where we are now

Key features

Major developments

Main shortcomings

Some immediate next steps


Key features

Web 1.0 Web 2.0Static → Dynamic

Read-only → Interactive

Proprietary → Open Source

Key features




A ploy designed to convince venture capitalists to invest in the web

Key features




A plan to establish the most creative and effective ways to use the web

Key features

Web 1.0 Web 2.0Static

Static HTML pagesProviding informationNo reason to return

Yahoo!

→ DynamicUser-generated content

Blogs and social networksWidgets and mashups

YouTube

Read-only Interactive

Proprietary Open Source

Creating engaging experiences so users will want to return to the site

Key features

Web 1.0 Web 2.0Static Dynamic

Read-onlyLimited functionality or interactivity

Feedback through web forms Navigation through link directories

Britannia Online

→ InteractiveMultimedia and rich internet applications

Interactive user experiences and participation Location-based services and collective intelligence

Wikipedia

Proprietary Open Source

Creating interactive experiences so users can actively participate

Key features

Web 1.0 Web 2.0Static Dynamic

Read-only Interactive

ProprietaryMany major software applications are proprietarySoftware applications available for download only

Source code for the programmes not freely availableInternet Explorer

→ Open SourceProgramming toolkits, plug-ins and APIs

Collaborative developer communitiesAccelerates innovation and development

Firefox

Democratising the development of applications and integration of data

Major developments

Web 1.0 → Web 2.0

Major developments

Web 1.0 Web 2.0Focused on companies → Focused on communities

Major developments

Web 1.0 Web 2.0Focused on companies Focused on communities

Owning content → Sharing content

Major developments


Owning content Sharing content

Dial-up → Broadband and wireless

Major developments



Dial-up Broadband and wireless

Web forms → Web applications

Major developments




Web forms Web applications

Home pages → Blogs and Facebook

Major developments





Home pages Blogs and Facebook

HTML and portals → XML and RSS

Major developments






HTML and portals XML and RSS

Cluttered and boxy design → Slick and minimal design

Major developments






HTML and portals XML and RSS

Cluttered and boxy design Slick and minimal design

45 million global users → 1 billion + global users

Main shortcomings

Web 1.0 Web 2.0

Main shortcomings

Web 1.0 Web 2.0Context Personalisation

Interaction True portability

Scalability Interoperability

Main shortcomings

Web 1.0 Web 2.0Context Personalisation

Interaction True portability

Scalability Interoperability

The next generation of the web should begin to address these issues


Web 2.0Don’t forget the basics

Low hanging fruit

Exploit social networks

Customer engagement


Good design allows users to find information quickly and easily

Web 2.0Don’t forget the basics → Familiar or initiative navigation and functionality

Logical information architecture and signpostingEngaging user experiences and on-brand design

Low hanging fruit


Customer engagement


Explore the opportunities for low-cost improvement


Low hanging fruit → Consider low-cost enhancements (e.g. Ajax or video)Improve usability without full-scale redesignOptimise the design using feedback and analytics


Customer engagement


Technology is only an ‘enabler’ of effective communication


Low hanging fruit

Exploit social networks → Engage in an open and honest dialogue with users Create online communities to build trust and loyaltyGather customer information quickly and cheaply

Customer engagement


Customers are the most important company asset – build loyalty


Low hanging fruit


Customer engagement → Expose internal systems to provide new servicesIntegrate e-marketing, web analytics and CMSBuild customer profiles and utilise data (e.g. PURLs)

What’s coming next

A cycle or a continuum?

Possible adoption path

The key features



1989 1999 2009 2019

→Web 1.0

→Web 2.0

→Web 3.0

→Web 4.0


1989 1999 2009 2019

→Web 1.0

→Web 2.0

→Web 3.0

→Web 4.0

Back-end Front-end Back-end Front-end


1989 1999 2009 2019

→Web 1.0

→Web 2.0

→Web 3.0

→Web 4.0

Back-endProtocols

LanguagesBuilding web pages

Front-endApplication platform

Widgets and mashupsInteractive experiences

Back-endInfrastructure

Web 3.0 browserMetadata and ontologies


User-generated mashupsDynamic personalisation


1989 1999 2009 2019

→Web 1.0

→Web 2.0

→Web 3.0

→Web 4.0

Back-endProtocols

LanguagesBuilding web pages


Widgets and mashupsInteractive experiences

Back-endInfrastructure

Web 3.0 browserMetadata and ontologies


User-generated mashupsDynamic personalisation

Nova Spivack

Continually improving the customer experience


1989 1999 2009 2019

Web 1.0 Web 2.0 Web 3.0 Web 4.0


1989 1999 2009 2019

Web 1.0 Web 2.0 Web 3.0 Web 4.0

↓Science and academia

↓Consumer and social


↓Business and commerce










1989 1999 2009 2019

Web 1.0 Web 2.0 Web 3.0 Web 4.0













The various features will develop and mature at different times

The key features

Web 3.0 +The semantic web → Intelligent search

Data and analytics → Dynamic personalisation

User interface → Augmented reality

Device proliferation → Integrated media

Creating the next generation of the web

The key features

Web 3.0 +The semantic web

Ongoing collaborative effort led by the W3C Common framework and enabling technologies

Easy sharing and reusing of data across platforms

→ Intelligent searchUses metadata to apply meaning to content

Interprets natural language search stringsComputer agents learn preferences and desires

Data and analytics Dynamic personalisation

User interface Augmented reality

Device proliferation Integrated media

Seeking to free the underlying data in web documents around the world

The key features

Web 3.0 +The semantic web Intelligent search

Data and analyticsOptimisation through defined goals and user journeys

Integration of data across CMS and marketing / CRM systemsBehavioural analysis and multi-variant testing (MVT)

→ Dynamic personalisationDisplay personalised information and preferences dynamically

Develop 360° customer view and one-to-one relationshipsIntelligently blend analytical feedback and creative design



Using data and insights to improve each individual user experience

The key features



User interfaceRedefine the way users interact with content Facilitate live interaction and collaborationDesign the overall brand experience (TED)

→ Augmented realityReal-world superimposed with graphics and audioRelevant information is integrated and interactive

Providing a gateway into 3D and virtual environments


Rethinking the overall structuring of content, processes and data

The key features




Device proliferationLaptops getting smaller and phones becoming more powerful

Complete access to content on all devices and platforms The web is extending beyond computers and phones

→ Integrated mediaComputing and entertainment systems will merge

Broadcast media will rely on the web as its delivery systemConvergence will enable content to be shared across platforms

Revolutionising the way people live, work and communicate

The key features





Creating the next generation of the web

Some initial thoughts

The semantic web

Intelligent search

Data and analytics

Dynamic personalisation

User interface

Augmented reality

Device proliferation

Integrated media

Putting it all together


Science fact!

The semantic web

Unlocking the power of information stored in the world’s computers

The semantic web

Computers talking to other computers

Metadata describes content elementsOntology (OWL) classifies contentFramework (RDF) exchanges data

The semantic web

The semantic web

Vodafone Live!mobile phone portal

Retrieves content from a range of CMSsUses ‘Resource Description Framework’Content updates browsed within Live!

The semantic web

Pinpointing the genetic causes of heart disease Data collected from disparate sourcesInformation in incompatible formats

Semantic web software integrates data

Intelligent search

Letting the web do the work and improving the user experience

Intelligent search

Intelligent search

Improvingonline search

Natural language rather than key wordsSemantic web disambiguate word sense

Searches for navigation and research

Intelligent search

Multiple searches with collated results

Use complex sentences and questions“I would like to do a, b and c tonight”

Multiple results obtained and organised

Intelligent search

Computer agents as personal assistants

Gathers data from multiple interactionsLearns about your personal preferences

Intelligently influences search results

Data and analytics

Utilise insights to optimise the user experience and maximise results

Data and analytics

Data and analytics

An insights-driven approach

Deliver content and capture responseUtilise behavioural data and insights

Optimise content and messaging

Data and analytics

Analysisand monitoring

Maximise generation of the right traffic Use web analytics and monitoring toolsIntegrate data across multiple systems

Data and analytics

Dynamic feedback and optimisation

Utilise multi-variant testing (MVT)Improve click-throughs and results

Balance creative design and analytics

Providing targeted communications and information to engaged users



Customisation and aggregation

Tailoring home-page content elementsFrom BBC, iGoogle and Virgin Media

NetVibes aggregates feeds and widgets


Targeted ‘calls to action’

Offering relevant products and servicesPersonalising messages and signpostsPredicting likely goals and next-steps


Delivering unique user experiences

Dynamically tailoring all content Adapting to learned preferences

Interpreting mood and feeling

User interface

Creating more user-friendly and interactive interfaces and applications

User interface

User interface

TouchSmart from HP

Next generation touch-screen PCPinch, zoom and pan to control contentDeveloper zone to create applications

User interface

Surface from Microsoft

Collaborative multi-touch table-displayInteractive navigation and manipulationConnects with various ‘tagged’ devices

User interface

Sixth Sense from MIT

Wearable gestural interfaceContent manipulated via hand gestures

Projects image onto any surface

Augmented reality

Digitally enhancing what people see, hear, feel and smell

Augmented reality

Augmented reality

Sixth Sense from MIT

Comprises camera, projector and phoneOverlays real-word items with contentIntegrates data from remote sources

Augmented reality

Z4 in 3D from BMW

Application to control a Z4 carInterfaces via the webcam and icon

Wider AR initiative to assist service staff

Augmented reality

iPhone appfrom Monocle

Uses the camera to scan the real worldTags used to highlight available content

Interfaces through the touch-screen

A wide range of ‘always on’ devices and integrated services



The mobilerevolution

Smaller laptops and powerful phonesInnovative applications and services

Mobiles are ‘leapfrogging’ PCs globally


Cloud computing

Easy to create and manage mobile sitesHosted services delivered over the web

Applications are device neutral


A connected world

Ubiquitous wireless connectivityAccess anytime, anywhere any device

From cars to domestic appliances

Integrated media

Convergence of computing and entertainment as well as infrastructure

Integrated media

Integrated media

Vision from BT

On demand digital TV, films and music Requires dedicated hardware

Also from Virgin Media and Sky

Integrated media

iPlayer from BBC

Catch-up TV and radio serviceWeb delivery – browser-based

Also ITV player, 4OD and Demand5

Integrated media

iTunesfrom Apple

MP3 music download store for iPod +Desktop-based proprietary applicationStreaming from Spotify and Pandora

Integrated media

Vision from BT

iPlayer from BBC

iTunesfrom Apple

Battle between network, content, hardware and software providers


Back-end → Front-endInfrastructure

Systems

Applications

Channels

Web 3.0 + features structured in a logical framework


Back-end Front-endInfrastructure The semantic web → Intelligent search

Systems

Applications

Channels


Back-end Front-endInfrastructure The semantic web Intelligent search

Systems Data and analytics → Dynamic personalisation

Applications

Channels



Systems Data and analytics Dynamic personalisation

Applications Augmented reality → User interface

Channels




Applications Augmented reality User interface

Channels Integrated media → Device proliferation




Applications Augmented reality User interface

Channels Integrated media Device proliferation

The possibilities for creating new interactive applications are endless

Developing a strategy

Technology adoption curve

A planning approach

Some things to watch out for


2010 2011 2012 2013


Maturity

High

Low

2010 2011 2012 2013


Cost

Maturity

High

Low

2010 2011 2012 2013

Transformthe business

Build competitive advantage

Achieve competitiveparity

Follow the crowd


Cost

Maturity

High

Low

2010 2011 2012 2013

Transformthe business

Build competitive advantage

Achieve competitiveparity

Follow the crowd


Cost

Maturity

High

Low

Establish the true business value of innovation

A planning approach

Technology → Business

A planning approach

Technology BusinessEstablish vision and principles → Align to business strategy

A planning approach

Technology BusinessEstablish vision and principles Align to business strategy

Set multiple planning horizons → Assign roles and prioritise activities

A planning approach


Set multiple planning horizons Assign roles and prioritise activities

Understand emerging technology → Monitor trends and developments

A planning approach



Understand emerging technology Monitor trends and developments

Explore opportunities → Identify business requirements

A planning approach




Explore opportunities Identify business requirements

Define possible solutions → Build business/value case

A planning approach





Define possible solutions Build business/value case

Formulate technology strategy → Develop implementation roadmap

A planning approach






Formulate technology strategy Develop implementation roadmap

Regularly review and update → Deliver solutions and measure ROI

A planning approach






Formulate technology strategy Develop implementation roadmap

Regularly review and update Deliver solutions and measure ROI

Innovating to exploit the full potential of the web


Web 3.0 +Privacy

Security

Metadata

Hype

Culture

Collaboration

Carefully managing the risks and rewards


Web 3.0 +Privacy → Standard use of cookies will be prohibited under EU law

Express permission will be required by the userThis could become as troublesome as pop-up blockers

Security

Metadata

Hype

Culture

Collaboration


Web 3.0 +Privacy

Security → More and more personal data will be stored online Cybercrime could become more prevalentThe impact of hacking could be much more severe

Metadata

Hype

Culture

Collaboration


Web 3.0 +Privacy

Security

Metadata → Meta data will need to be added to all web contentTagging content will be a massive undertaking False information could be presented – ‘semantic attacks’

Hype

Culture

Collaboration


Web 3.0 +Privacy

Security

Metadata

Hype → Very few blog posts actually receive any comments The ROI of social media initiatives is rarely measuredVoice recognition software has been around for years!

Culture

Collaboration


Web 3.0 +Privacy

Security

Metadata

Hype

Culture → A culture of innovation should be developedExecutive sponsorship must be obtainedStrong leadership will be required

Collaboration


Web 3.0 +Privacy

Security

Metadata

Hype

Culture

Collaboration → Business and IT functions closely alignedClient and agency relationship totally seamlessDesign and development processes fully integrated

A quick summary

What is it?

How can it help?

What do I need to do?


A quick summary

Web 3.0 +What is it?

How can it help?


The future of the web

A quick summary

Web 3.0 +What is it? → The next generation of the web with tools and techniques to

connect and deliver information more intelligently and portably with more natural and collaborative user interfaces

How can it help?


The next generation of the web and internet applications

A quick summary


How can it help? → It can help to create more meaningful and engaging brand experiences across multiple touch-points that can provide competitive advantage or even transform the business


Transforming your customer experiences and your business

A quick summary


How can it help?

What do I need to do? → Strive to uncover the real business value of the emerging technology by understanding it and monitoring developments within a disciplined strategic planning framework

Develop a culture of innovation and embrace the future!

Thanks for listening!

Any questions?

Contact

e.m.

James [email protected] 625 494

A few things about me

My career milestones

My favourite websites

My website reviews

My website projects



1990 1994 1998 2002 2006 2010


1990 1994 1998 2002 2006 2010Digital

Computer ServicesConverse

ActivewearTelstra

BigpondMeta Group|

ComputerWireInvestis|

Radley Yeldar

IT services Branded sportswear

Internet services| communications

IT consulting | research

Design |communications

TechnologyBuyer

CustomerRelations

Multimedia Consultant

Account Manager

Consultant |Sales

Connectivity is the future

So this is a design studio!

The office of the future

Technology infusions

Welcome to agency-land

Windows 3.0 arrives

Moved on to Macs

Exhibited at the PC98 show

Got into enterprise architecture

Developed website solutions

Sent my first email

Designed my first application

Evangelised about the web

Mastered solution selling

Aced the pitch process


1990 1994 1998 2002 2006 2010Digital

Computer ServicesConverse

ActivewearTelstra

BigpondMeta Group|

ComputerWireInvestis|

Radley Yeldar→

IT services Branded sportswear

Internet services| communications

IT consulting | research

Design |communications

TechnologyBuyer

CustomerRelations

Multimedia Consultant

Account Manager

Consultant |Sales

→Connectivity is the future

So this is a design studio!

The office of the future

Technology infusions

Welcome to agency-land

Windows 3.0 arrives

Moved on to Macs

Exhibited at the PC98 show

Got into enterprise architecture

Developed website solutions

→Sent my

first emailDesigned my

first applicationEvangelised

about the webMastered

solution sellingAced the

pitch process

My favourite websites

Sony Ericsson

Logitech

Nivea

Pearsonville

Apple

Aviva

My website reviews

CA

Cisco

Citrix

Dimension Data

Logitech

Misys

Ricoh

Well done! Could do better...Clean and clear design Inconsistent third-level navigation

Interactive multimedia features Review the information architecture

Good use of space Improve usability of the ‘product finder’

Well done! Could do better...Nice interactive promotional slots More consistent global navigation

Great ‘calls to action’ Improve transition across websites

Good use of multimedia Include a breadcrumb trail

Well done! Could do better...Clean and simple design Re-emphasise key user journeys

Powerful message-driven video Re-configure collaborative elements

Signposting and ‘call to action’ More visual and interactive features

Well done! Could do better...Great content – well organised Fairly dated design style

Useful interactive website tools Inconsistent secondary navigation

Promotion of ‘thought leadership’ Unconventional content format

Well done! Could do better...Fresh and modern design Segmentation of audience groups

Well-structured content Signposting and personalisation

Intuitive user experience Screen resolution and optimization

Well done! Could do better...Related information, links and solutions Improve overall navigation

Nice interactive promotional slot Consider user journeys and signposts

Good signposting and features Make ‘calls to action’ work harder

Well done! Could do better...Portal style design Redesign the page-layouts

Traditional navigational system Extend the persona-based approach

Animated message-driven features Improve the ‘product finder’ interface

My website projects

TMC (1)

MTS (1)

Morgan Crucible

Britvic

TMC (2)

MTS (2)

moneysupermarket.com

Sage

Steria

Pfizer

Abbott

Personalised content and signposts

Sub-branded product microsites

Interactive message-driven flash movie

Message-driven design approach

Personalised content and signposts

Interactive multimedia Q&A

Engaging and interactive navigation

Customisable design styles

Interactive functionality and collaboration

Mission-critical database integration

Interactive message-driven ‘widget’

Establishing the core brand attributes

Stakeholder-based creative approach

Combining compelling copy and striking visuals

Thank you

Contact

e.m.

James [email protected] 625 494

web 3.0+ | embracing the future

Design

contact james

evangelised

phone overlays

solutions

z4 car interfaces

microsoft

mit comprises

future infusions