Web 2.0 and Web 3.0
Web 2.0 and 3.0 are not absolutes but they are the best current descriptors of where the web seems to be going at this moment. Tim O’Reilly is considered the guru of Web 2.0. His descriptive characteristics are:
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Services, not packaged software (SaaS) with scalability essential
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Unique data collected on the web with behavioral data key to strategy
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Users as co-developers
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Harness collective intelligence
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Leverage the “Long Tail”
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Chris Anderson of Wired magazine coined the term in 2004. His website gives an explanation and has a good graphic: http://www.longtail.com/about.html.
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Software increasingly device agnostic with mobile apps being a prime example
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“Lightweight” interfaces, development and business models. This is a tech concept probably best left at “user friendly.”
The O’Reilly map in Interactive Exercise 1.1 is interesting, and shows the power of interactivity, but the point is a bit philosophical. The McKinsey interactive presentation of their research on the benefits of what they now call “social technology” makes the interactive point as well as having useful content. It has the benefit of being easier to present: https://www.mckinseyquarterly.com/wrapper.aspx?ar=2431&story=true&url=http%3a%2f%2fwww.mckinseyquarterly.com%2fBusiness_and_Web_20_An_interactive_feature_2431%3fpagenum%3d1%23interactive&pgn=buwe09_exhibit.
There is no firm answer to what Web 3.0 is going to look like, although the word “semantic” appears in most discussions. The summary of CNN is as straightforward as it gets:
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Real time
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Semantic
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Open communication/data transfer
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Mobile and geolocation
Eric Schmidt has talked frequently about the evolution to Web 3.0 and the YouTube video referenced in the PPT is short enough to use in class and very good: http://www.youtube.com/watch?v=T0QJmmdw3b0.
The list of most valuable global brands in Table 1.2 is notable for the presence of some of the Internet superstars like Google and some of the old economy firms who got the Internet early from IBM in B2B to Coke in B2C. All of the brands listed—old economy or new—use the Internet effectively and have been working on it for at least a decade. That’s the main point of the listing.
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