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The Second Web
- 1. THE SECOND WEB
23 September 2011 John Blossom, President, Shore Communications Inc.
- 2. About Shore
1
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:
Web: shore.com 2004, 2005 EContent Magazine
“100 Companies that Matter Most”
2007 CODiE – Best Media Blog
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 3. 28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 2
- 4. 3 23 September 2011
Copyright © 2009 Shore Communications Inc. - All Rights Reserved
- 5. Content
4
What is The Second Web
Where it’s taking media, business and society
Rules to live by in The Second Web
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 6. 5 What is The Second W b?
Wh i Th S d Web?
23 September 2011
Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
- 7. The Second Web…
6
…is the convergence of:
all media
on all networks
in all formats
in all languages
g g
on all devices
…an infinite web of inputs, outputs and contexts
p , p
adapted to our personal environment and senses.
Not drowning in content, swimming in it naturally
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 8. What’s Different
7
The First Web: The Second Web:
Internet Any network(s)
Static Web pages HTML 5, apps
Embedded programmable Programmable, semantic
content content as the container
Inputs from PCs and servers,
p C , Inputs from any sensor, feeding
p y , g
feeding PCs any device
People accessing machines People wearing machines
Request/response Streaming, real time
Streaming real-time
Geekish Intuitive
Point and click, keyboards Gesture, speech interface
Complex, machine-driven design Simple, human-driven design
23 September 2011
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- 9. 8 A W b that W k lik the W ld
Web h Works like h World
23 September 2011
Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
- 10. A Web that Works Like the World
9
We don’t care what it’s called, as long as it works
, g
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 11. A Web that Works Like the World
10
Responding to our humanity
“Gesture computing” – context and function based on:
GPS,
, accelerometers, touch screens, motion sensors
, ,
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 12. The Second Web Follows our Senses
11
23 September 2011
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- 13. A Web that Works like the World
12
“Leanback” platforms
Leanback
Content consumption
Casual games and messaging
Gesture controls
Tablets, Internet-driven TV, casual phone use
“Lean forward” platforms
Lean-forward
Content creation, collaboration
Intense games and content input
Precision controls
PCs, game consoles, sensor-driven phone use
The “tabbookconsole” – the Web uniting both modes
Th “ bb k l ” h Wb b h d
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 14. A Web that Works Like the World
13
We love leanback and gesture interfaces..except when we don’t
23 September 2011
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- 15. A Web that Works Like the World
14
Microsoft Touch Mouse for Windows 7/8, combining touchscreen and PC gestures
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 16. A Web that Works Like the World
15
Motorola Atrix, a 4G smartphone that can drive a laptop and a TV entertainment centre
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 17. A Web that Works like the World
16
Voice computing – extending our senses with:
Voicecommands
Automated transcript generation
Automated dynamic translation
23 September 2011
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- 18. A Web that Works Like the World
17
Real-time – a world that communicates with itself constantly
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
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 19. 18 A W ld that Li
World h Lives i the W b
in h Web
23 September 2011
Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
- 20. A World that Lives in the Web
19
The Second Web is
mobile by default
Its newest users may
y
have never owned a PC
The Web as an on-body y
tool is a given
The Second Web uses
mobile to sense and to
connect to anything
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 21. A World that Lives in the Web
20
Affordable, networked phones are everywhere
$80 Ideos smart phone w/3G/4G, GPS, Wifi sold 350,000 units in Kenya alone
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 22. A World that Lives in the Web
21
February 8, 2011 - Internet Protocol Version 4
(IPv4) ran out of addresses
IPv6 has 340 trillion, trillion, trillion unique IP
addresses
Each grain of sand
on the planet can now
340,000,000,000,
340 000 000 000
have its own IP address 000,000,000,000,
Everything is addressable 000,000,000,000,
Everything will be… 000 addresses…
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 23. A World that Lives in the Web
22
Data isn’t what measures the world…
isn t
Data IS the world – an integral part of life
Real-time,
Real time semantic representation of simultaneous
global and local human experience
Real-time,
Real time semantic responses to global and local
human experience
Cloud-based
Cloud based content empowering and empowered
by pervasive mobile computing and sensors
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 24. A World that Lives in the Web
23
the first web the second web
From accessing data to living in data
g g
“Always on” – ambient content
Trillions of sensors – data ecosystem
y
In every place and thing – even in us
Working with all human senses
Extending our human senses
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 25. A World that Lives in the Web
24
Android Accessory Development Toolkit Makes Any Device or Sensor Web-enabled
Web enabled
17 May 2011
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- 26. A World that Lives in the Web
25
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
23 September 2011
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- 27. A World that Lives in the Web
26
Sensor computing
Remote health and
home monitoring
Automotive services
Body monitoring garments
23 September 2011
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- 28. A World that Lives in the Web
27
Human machine
Human-machine interfaces becoming internal
Proton-based transistors
23 September 2011
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- 29. The Second Web Shares our Senses
28
23 September 2011
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- 30. The Second Web Shares our Senses
29
23 September 2011
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- 31. The Second Web: A Web of Transactions
30
Near Field
Near-Field Communications (NFC) Enable Secure Personal Data Transfer
21 September 2011
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- 32. The Second Web is “Freemium”
31
More valuable contexts,
more willingness to pay
New cross-platform payment
cross platform
services
Willingness to pay for immersive
content and experiences when
they can follow us anywhere or
provide truly unique venues
Web lessons still apply – free
content is a marketing tool
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 33. 32 A W ld that is the Web
World h i h W b
23 September 2011
Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
- 34. The Second Web: Uniting All Networks
33
Land Line Radio
Satellite Cable
Mobile/In-Vehicle “White-Fi”/WRAN UHF
GPS Broadband on Power
RFID/Near Field Lines (BPL)
Communications VoIP/POTS Phones
WiFi Direct Infrared
Bluetooth Private networks
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 35. The Second Web: Uniting All Networks
34
“White-Fi”/WRAN UHF Internet with 60-mile range
White Fi /WRAN 60 mile
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 36. The Second Web: Uniting All Networks
35
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 37. The Second Web: Uniting all Devices
36
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 38. 37 What does Th S
Wh d The Second W b mean?
d Web ?
23 September 2011
Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
- 39. Implications for Media & Technology
p gy
38
Unintegrated media is becoming a rarity
Media will become more layered, immersive and
interactive, both “lean back and “lean forward”
lean back” lean forward
Media will mingle the raw and the polished fluidly
Content categories, platforms mix fluidly
categories
“Tossing” content from platform to platform a given
No
N content or platform can escape Web economics
l f Wb i
Old media can be transformed into new platforms
Print on demand, personalized print, print triggers Web
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 40. Multi-function, Multiplatform
, p
39
Tablets, Smart Phones, TVs, PCs blend:
Ebooks
Social media
Video
Games
Magazines
Apps
pp
Printable matter
Cross-platform strategies becoming cross-functional
p g g
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 41. The Second Web: New Immersive Media
40
HTML 5 & apps blend video, functionality and
dynamic graphics into engaging experiences
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 42. The Second Web: New Immersive Media
41
The Wilderness Downtown – HTML 5 merging video,
augmented reality, Google Street View, interactivity
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 43. The Second Web: New Immersive Media
42
Branson s
Branson’s PROJECT – Is it a magazine, is it a video,
is it a game? In The Second Web, it doesn’t matter.
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 44. The Second Web: New Immersive Media
43
23 September 2011
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- 45. The Second Web: Everything is One Web
44
Google TV
Cable
Satellite
Streaming
Video
Audio
Apps
Mobile
Web
Cross-platform search
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED
- 46. The Second Web: Everything is One Web
45
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED
- 47. The Second Web: Everything is One Web
46
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 48. The Second Web: Everything is One Web
47
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 49. The Second Web: Everything is One Web
48
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 50. The Second Web: Everything is One Web
y g
49
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 51. The Second Web: Everything is One Web
y g
50
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 52. 51 Rules Live By in The Second Web
R l to Li B i Th S dW b
23 September 2011
Copyright © 2009-2011 Shore Communications Inc. - All Rights Reserved
- 53. Rule #1: Manage fluid contexts
g
52
The “where” and “when” of content matters most
where when
Chances are your audience controls the most
valuable content and tools for building contexts
Get your content ready to self-package and self-
license in whatever contexts matter most to
audiences – APIs are key
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 54. Rule #2: Enable human experience
p
53
Use, extend and interpret human senses and sensors
Accept that people use multiple senses concurrently
Augment and extend human relationships
Focus on the value of venues based more on
exclusive human experiences, less on exclusive things
experiences
A book as undivided personal attention
Yet divisible amongst many platforms in different contexts
g yp
A periodical as a curated collection of current insights
Audience may actively control agonostic curation
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 55. Rule #3: Facilitate transactions
54
“I trust, therefore I transact”
I transact
Brandsare trusted relationships that lead to transactions
Many levels and contexts for transactions
Social, subscription, give-to-get, collective purchasing
Build trust where audiences feel most comfortable
Platforms
are just points of inflection in building trust
Where y
you are with what y have is the context
you
Adjust your metrics to the most profitable trust models
Journal impact vs. opportunity impact
p pp y p
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 56. Rule #4: Ignore borders
g
55
Link everything to everyone
Language no longer separates – BOTH ways
Platforms will no longer separate (unless the user
really wants it that way)
HTML 5 and cross-platform native client programming for content and
p p g g
functionality will dominate
Business, governmental, social borders blurred by
equivalence of cloud access
Privacy is a boundary, not a border – it’s flexible
but sensitive
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 57. Rule #5: Partner with the cloud
56
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”
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 58. Responding to the Second Web
57
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 Source: Cognitive Edge
23 September 2011
Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved
- 59. Learn How to Swim!
58
Make the complex simple
Be in the real-time stream
Agnostic aggregation
can accelerate
profits & productivity
Accept where the value
is created in publishing
Highly automated insights, highly human insights
Everything else gets commoditized!
y g g
23 September 2011
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- 60. For Follow-Up…
p
PHONE
203.293.8511
EMAIL
jblossom@shore.com
WEB
shore.com
contentblogger.com
secondwebbook.com
TWITTER
@jblossom
POST
John Blossom
President
Shore Communications Inc.
4 Merritt Lane
Westport, CT 06880
W t t
24 September 2011
Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED 59