The document discusses the evolution of online and offline experiences, from web1.0 to mobile web2.0 and the emergence of offline2.0. It argues that offline2.0 will combine physical and online experiences in new ways, reinventing lifestyles and bringing together atoms, space, time, and skills in a new "Life 2.0". It envisions offline2.0 being driven by user experience design principles and enabled by new technologies that further blur the lines between online and offline.