THE SECOND WEB. 1 March John Blossom, President, Shore Communications Inc.

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1 THE SECOND WEB John Blossom, President, Shore Communications Inc.

2 About Shore 1 Web: shore.com 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

5 Content 4 What is The Second Web Where it s taking publishers Rules to live by in The Second Web

7 The Second Web 6 is the convergence of: all media on all networks in all formats in all languages g 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 naturally

8 What s Different 7 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 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

9 We Want a Web that Works Like 8 the World And we don t care what it s called, as long as it works

10 A Web that Works Like the World 9 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

owned a PC The Web as an in-hand tool is a given The

11 We Want a Web Wherever We Are 10 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

12 A World that Lives in the Web 11 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 the first web the second web

A World that Lives in the Web 12 February 8, 2011 - Internet Protocol Version 4 (IPv4)

grain of sand on the planet can now have its own IP address Everything is addressable

13 A World that Lives in the Web 12 February 8, 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 have its own IP address Everything is addressable Everything will be 340,000,000,000, ,000,000,000, 000,000,000,000, 000 addresses

14 A World that Lives in the Web 13 Data isn t what measures the world Data IS the world an integral part of life Real-time, semantic representation of simultaneous global and local human experience Real-time, semantic responses to global and local human experience Cloud-based content empowering and empowered by pervasive mobile computing and sensors

15 A World that Lives in the Web 14 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

16 The Second Web: Uniting All Networks 15 Land Line Satellite Mobile/In-Vehicle GPS RFID/Near Field Communications WiFi Direct Bluetooth Radio Cable White-Fi UHF Broadband on Power Lines (BPL) VoIP/POTS Phones Infrared Private networks

17 The Second Web: Uniting All Networks 16

18 The Second Web: Uniting all Devices 17

19 The Second Web: Uniting all Things 18 Near-Field Communications (NFC) Enable Secure Personal Data Transfer

20 The Second Web: Uniting Language g 19

21 The Second Web Follows our Senses 20 Responding to our humanity Gesture computing context and function based on: GPS, accelerometers, touch screens, motion sensors

22 The Second Web Follows our Senses 21

23 The Second Web Follows our Senses 22 Voice computing extending our senses with: Voice commands Automated transcript generation Automated dynamic translation

24 The Second Web Extends our Senses 23 Sensor computing Remote health and home monitoring Automotive services Body monitoring garments

25 The Second Web Shares our Senses 24

26 The Second Web Shares our Senses 25

27 The Second Web Shares in Real-Time 26

28 The Second Web is Freemium 27 More valuable contexts, more willingness to pay New cross-platform payment 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

30 Implications for Publishers 29 Unintegrated media is becoming a rarity Media will become more layered, immersive and interactive, both lean back and lean forward Media will mingle the raw and the polished fluidly Content categories, platforms mix fluidly Tossing content from platform to platform a given No content or platform can escape Web economics Old media can be transformed into new platforms Print on demand, personalized print, print triggers Web

31 Multi-function, Multiplatform 30 Tablets, Smart Phones, TVs, PCs blend: Ebooks Social media Video Games Magazines Apps Printable matter Cross-platform strategies becoming cross-functional

32 The Second Web: New Immersive Media 31 HTML 5 & apps blend video, functionality and dynamic graphics into engaging experiences

33 The Second Web: New Immersive Media 32 The Wilderness Downtown HTML 5 merging video, augmented reality, Google Street View, interactivity

34 The Second Web: New Immersive Media 33 Branson s Bransons PROJECT Is it a magazine, is it a video, is it a game? In The Second Web, it doesn t matter.

35 The Second Web: New Immersive Media 34

38 The Second Web: Everything is One Web 37

39 The Second Web: Everything is One Web 38

40 The Second Web: Everything is One Web 39

41 The Second Web: Everything is One Web 40

43 Rule #1: Follow people s p contexts 42 The where and when of content matters most 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

44 Rule #2: Enable human experience 43 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 A book as undivided personal attention Yet divisible amongst many platforms in different contexts A periodical as a curated collection of current insights Audience may actively control agonostic curation

45 Rule #3: Facilitate trust 44 I trust, therefore I execute Brands are trusted relationships that lead to transactions Many levels of transactions Social, subscription, give-to-get, collective purchasing Build trust where audiences feel most comfortable Platforms are just points of inflection in building trust Portals can never provide all comfort required Adjust your metrics to the most profitable trust models Journal impact vs. opportunity impact

46 Rule #4: Ignore borders 45 Link everything to everyone Language no longer separates BOTH ways Platforms will no longer separate (unless the user really wants it that way) Business, governmental, social borders blurred by equivalence of cloud access Privacy is a boundary, not a border it s flexible but sensitive

47 Rule #5: Opportunity is cloudy 46 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

48 Responding to the Second Web 47 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

aggregation can accelerate profits & productivity Accept where

49 Learn How to Swim! 48 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!

50 For Follow-Up PHONE WEB shore.com contentblogger.com contentnation.com POST John Blossom President Shore Communications Inc. 4 Merritt Lane Westport, t CT September 2010 Copyright Shore Communications Inc. ALL RIGHTS RESERVED 49

51 50 Information derivatives and arbitrage (search, semantics, aggregation, social and professional curation) create context that s more valuable than many underlying securities (IP)

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