Secondweb Expanded Builds

THE SECOND WEB
8 December 2010 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
8 December 2010
Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved
28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 2
3 8 December 2010
Copyright © 2009 Shore Communications Inc. - All Rights Reserved
Content
4
 What is The Second Web

 Where it’s taking media
 How to position media in The Second Web
8 December 2010
The Second Web…
5
 …is the convergence of:

 all media
 on all networks
 in all formats
 in all languages
g g
 on all devices
 …in an infinite web of inputs,

p , outputs
p and contexts
adapted to our personal environment and senses.
 Not drowning in content, swimming in it naturally
8 December 2010
What’s Different
6
 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
p from PCsC and servers,,  Inputs
p from anyy sensor,, feeding
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
8 December 2010
We Want a Web that Works Like
7
th W
the World
ld
 And we don’t care what it’s called,, as long
g as it works
8 December 2010
8
th W
the World
ld
g as it works
8 December 2010
9
th W
the World
ld
g as it works
8 December 2010
10
th W
the World
ld
g as it works
8 December 2010
We Want a Web Wherever We Are
11
 The Second Web is

mobile by default
 Its newest users may
y
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
8 December 2010
A Web that Works Like the World
12
 Real-time – a world that communicates with itself constantlyy

 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
8 December 2010
A World that Lives in the Web
13
the first web the second web

 From accessing
g data to living
g in data
 “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
8 December 2010
14

 From accessing
g data to living
g in data
y
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15

 From accessing
g data to living
g in data
y
8 December 2010
16

 From accessing
g data to living
g in data
y
8 December 2010
17
 From accessing
g data to living
g in data the first web the second web

8 December 2010
18

 From accessing
g data to living
g in data
y
8 December 2010
19

 From accessing
g data to living
g in data
y
8 December 2010
The Second Web: Uniting All Networks
20
 Land Line  Radio
 Satellite  Cable
 Mobile/In-Vehicle  “White-Fi” UHF

 GPS  Broadband on Power
 RFID/Near Field Lines (BPL)

Communications  VoIP/POTS Phones
 WiFi Direct  Infrared
 Bluetooth  Private networks
8 December 2010
The Second Web: Uniting All Networks
21
8 December 2010
The Second Web: Uniting all Devices
22
8 December 2010
The Second Web: Uniting all Things
23
Near-Field
Near Field Communications (NFC) Enable Secure Personal Data Transfer
8 December 2010
The Second Web Follows our Senses
24
 Responding to our humanity

 “Gesture computing” – context and function based on:
 GPS,, accelerometers,, touch screens
 Voice computing – extending our senses with:
 Voicecommands
 Automated transcript generation
 Automated dynamic translation
 Sensor
S computing
i
 Remotehealth and home monitoring
 Body monitoring garments
8 December 2010
25

 Voicecommands
 Sensor
S computing
i
8 December 2010
26

 Voicecommands
 Sensor
S computing
i
8 December 2010
The Second Web Shares our Senses
27
8 December 2010
The Second Web Joins our Senses
28
8 December 2010
The Second Web is Real-Time
29
8 December 2010
The Second Web is “Freemium”
30
 More valuable contexts,

more willingness to pay
 But Web lessons still apply
8 December 2010
Implications
p for Media
31
 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,
categories platforms mix fluidly
 “Tossing” content from platform to platform a given
 N content can escape Web
No W b economicsi
 Old media can be transformed into new platforms
 Print on demand, personalized print
8 December 2010
Multi-function,, Multiplatform
p
32
 Tablets, Smart Phones, STBs blend:

 Ebooks
 Social media
 Video
 Games
 Magazines
 Apps
pp
 Printed matter
 Cross-platform
p strategies
g becoming
g cross-functional
8 December 2010
The Second Web: New Immersive Media
33
 HTML 5 & apps blend video, functionality and

dynamic graphics into engaging experiences
8 December 2010
34
 The Wilderness Downtown – HTML 5 merging video,

augmented reality, Google Street View, interactivity
8 December 2010
35
 Branson s PROJECT – Is it a magazine, is it a video,

Branson’s
is it a game? In The Second Web, it doesn’t matter.
8 December 2010
36
8 December 2010
The Second Web: Everything is One Web
37
 Google TV
 Cable
 Satellite
 Streaming
 Video
 Audio
 Apps
 Mobile
 Web
 Cross-platform search
8 December 2010
Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED
38
8 December 2010
39
8 December 2010
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8 December 2010
Positioning: Helping Marketers to
Respond
49
 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
8 December 2010
For Follow-Up…
p
 PHONE
 203.293.8511
 EMAIL
 jblossom@shore.com
 WEB
 shore.com
 contentblogger.com
 contentnation.com
 TWITTER
 @jblossom
 POST
 John Blossom
President
Shore Communications Inc.
4 Merritt Lane
W t
Westport,t CT 06880
24 September 2010
Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 50

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THE SECOND WEB

8 December 2010 John Blossom, President, Shore Communications Inc.

 Content Marketing Strategists

 What is The Second Web

 …is the convergence of:

 …in an infinite web of inputs,

 The First Web:  The Second Web:

 The Second Web is

 Real-time – a world that communicates with itself constantlyy

the first web the second web

 Working with all human senses

 Extending our human senses

the first web the second web

 Working with all human senses

 Extending our human senses

the first web the second web

 Working with all human senses

 Extending our human senses

the first web the second web

 Working with all human senses

 Extending our human senses

 “Always on” – ambient content

 In every place and thing – even in us

 Working with all human senses

 Extending our human senses

the first web the second web

 Working with all human senses

 Extending our human senses

the first web the second web

 Working with all human senses

 Extending our human senses

 Land Line  Radio

 Mobile/In-Vehicle  “White-Fi” UHF

 RFID/Near Field Lines (BPL)

 WiFi Direct  Infrared

 Bluetooth  Private networks

 Responding to our humanity

 Responding to our humanity

 Responding to our humanity

 More valuable contexts,

 Unintegrated media will become a rarity

 Tablets, Smart Phones, STBs blend:

 HTML 5 & apps blend video, functionality and

 The Wilderness Downtown – HTML 5 merging video,

 Branson s PROJECT – Is it a magazine, is it a video,

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