The Second Web - How a Web that Works Like the World Becomes a World That Lives in the Web

THE SECOND WEBJohn Blossom, President, Shore

Communications Inc.8 December

About Shore

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: 2004, 2005 EContent Magazine

“100 Companies that Matter Most” 2007 CODiE – Best Media Blog

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Web: shore.com

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Content

What is The Second Web Where it’s taking media How to position media in The Second

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The Second Web…

…is the convergence of: all media on all networks in all formats in all languages on all devices

…in an infinite web of inputs, outputs and contexts adapted to our personal environment and senses. Not drowning in content, swimming in it

naturally8 December 2010

What’s Different

The First Web: Internet Static Web pages Embedded programmable

content Inputs from PCs and servers,

feeding PCs People accessing machines Request/response Geekish

Point and click, keyboards Complex, machine-driven

design

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The Second Web: Any network(s) HTML 5, apps Programmable,

semantic content as the container

Inputs from any sensor, feeding any device

People wearing machines

Streaming, real-time Intuitive

Gesture, speech interface

Simple, human-driven design

We Want a Web that Works Like the World And we don’t care what it’s called, as long

as it works

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as it works

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as it works

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as it works

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We Want a Web Wherever We Are The Second Web is

mobile by default Its newest users may

have never owned a PC

The Web as an in-hand tool is a given

The Second Web uses mobile to sense and to connect to anything

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A Web that Works Like the World Real-time – a world that communicates with itself

constantly 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

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A World that Lives in the Web

From accessing data to living in data “Always on” – ambient

content Trillions of sensors – data

ecosystem In every place and thing –

even in us Working with all human

senses Extending our human senses

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the first web the second web

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Land Line Satellite Mobile/In-Vehicle GPS RFID/Near Field

Communications WiFi Direct Bluetooth

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Radio Cable “White-Fi” UHF Broadband on

Power Lines (BPL) VoIP/POTS

Phones Infrared Private networks

The Second Web: Uniting All Networks

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The Second Web: Uniting All Networks

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The Second Web: Uniting all Devices

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The Second Web: Uniting all Things

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

The Second Web Follows our Senses Responding to our humanity

“Gesture computing” – context and function based on: GPS, accelerometers, touch screens

Voice computing – extending our senses with: Voice commands Automated transcript generation Automated dynamic translation

Sensor computing Remote health and home monitoring Body monitoring garments

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The Second Web Shares our Senses

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The Second Web Joins our Senses

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The Second Web is Real-Time

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The Second Web is “Freemium” More valuable contexts,

more willingness to pay But Web lessons still apply

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Implications for Media

Unintegrated media will become a rarity Media will become more layered, immersive and

interactive Media will mingle the raw and the polished fluidly Content categories, platforms mix fluidly “Tossing” content from platform to platform a

given No content can escape Web economics Old media can be transformed into new platforms

Print on demand, personalized print

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Multi-function, Multiplatform

Tablets, Smart Phones, STBs blend: Ebooks Social media Video Games Magazines Apps Printed matter

Cross-platform strategies becoming cross-functional

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

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The Second Web: New Immersive Media

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

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Branson’s PROJECT – Is it a magazine, is it a video, is it a game? In The Second Web, it doesn’t matter.

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The Second Web: Everything is One Web

RIGHTS RESERVED

Google TV Cable Satellite Streaming

Video Audio

Apps Mobile Web Cross-platform

search

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Positioning: Helping Marketers to Respond

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

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Source: Cognitive Edge

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EMAIL jblossom@shore.com

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POST John Blossom

PresidentShore Communications Inc.4 Merritt LaneWestport, CT 06880

The Second Web - How a Web that Works Like the World Becomes a World That Lives in the Web

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