The Second Web

THE SECOND WEB
23 September 2011 John Blossom, President, Shore Communications Inc.

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 23 September 2011
Copyright © 2009 Shore Communications Inc. - All Rights Reserved

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

5 What is The Second W b?
Wh i Th S d Web?

23 September 2011

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

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

8 A W b that W k lik the W ld
Web h Works like h World

23 September 2011

A Web that Works Like the World
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 We don’t care what it’s called, as long as it works
, g

23 September 2011

10

 Responding to our humanity
 “Gesture computing” – context and function based on:
 GPS,
, accelerometers, touch screens, motion sensors
, ,

23 September 2011

The Second Web Follows our Senses
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23 September 2011

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

13

We love leanback and gesture interfaces..except when we don’t
23 September 2011

14

Microsoft Touch Mouse for Windows 7/8, combining touchscreen and PC gestures
23 September 2011

15

Motorola Atrix, a 4G smartphone that can drive a laptop and a TV entertainment centre
23 September 2011

A Web that Works like the World
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 Voice computing – extending our senses with:
 Voicecommands
 Automated transcript generation
 Automated dynamic translation

23 September 2011

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 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

18 A W ld that Li
World h Lives i the W b
in h Web

23 September 2011

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

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

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

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

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

24

Android Accessory Development Toolkit Makes Any Device or Sensor Web-enabled
Web enabled

17 May 2011

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

26

 Sensor computing
 Remote health and
home monitoring
 Automotive services

 Body monitoring garments

23 September 2011

27

 Human machine
Human-machine interfaces becoming internal

Proton-based transistors

23 September 2011

The Second Web Shares our Senses
28

23 September 2011

The Second Web Shares our Senses
29

23 September 2011

The Second Web: A Web of Transactions
30

Near Field
Near-Field Communications (NFC) Enable Secure Personal Data Transfer

21 September 2011

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

32 A W ld that is the Web
World h i h W b

23 September 2011

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

34

 “White-Fi”/WRAN UHF Internet with 60-mile range
White Fi /WRAN 60 mile

23 September 2011

35

23 September 2011

The Second Web: Uniting all Devices
36

23 September 2011

37 What does Th S
Wh d The Second W b mean?
d Web ?

23 September 2011

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

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

The Second Web: New Immersive Media
40

 HTML 5 & apps blend video, functionality and
dynamic graphics into engaging experiences

23 September 2011

41

 The Wilderness Downtown – HTML 5 merging video,
augmented reality, Google Street View, interactivity

23 September 2011

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

43

23 September 2011

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

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23 September 2011

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y g
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y g
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23 September 2011

51 Rules Live By in The Second Web
R l to Li B i Th S dW b

23 September 2011

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

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

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

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

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

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

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

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

The Second Web

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