In a nutshell, I have explained so far in this book that Web 2.0 – the social Internet – enables the transition to the interdependent economy and Society 3.0.
Social networks, infinite access to knowledge, and unlimited forms of collaboration can bring an end to economic thinking in terms of scarcity. From this point of view, you can regard the Internet as the basis of our future welfare. But what is the future of the Internet itself? We are now entering the world of Web 3.0, and Web 4.0 is already on the horizon. So, before having a closer look at the Organization 3.0, let’s first look at which direction the context of organizations is moving. In other words, let’s look at the future of the Web and its related technologies.
Web 1.0 was all about supplying information.
Web 2.0 is based on the interaction between people based on the supplied information, which results in new information, new connections, and thus, new value.
Web 3.0 is about the Internet getting more contextually intelligent: information is interpreted and handled semantically. The new Internet systems comprehend the meaning of data, and are able to distinguish the coherence between different chunks of information.
You may wonder if we still have time to look for information. The American Web 3.0 guru Nova Spivack introduced the philosophy of “Nowism” and the real-time Web. He explains on his blog: “We will spend less time searching. ‘Nowism’ pushes us to find better alternatives to search, or to eliminate search entirely, because people don’t have time to search anymore. We need tools that do the searching for us and that help with decision support so we don’t have to spend so much of our scarce time doing that.”
Google’s Knowledge Graph is a nice example of how information will be presented to us. Google navigates the Web by crawling through all 60 trillion Internet pages and puts them in an index. Their smart algorithms know what we are looking for. According to Google, “for a typical query, there are thousands, if not millions, of webpages with helpful information. Algorithms are the computer processes and formulas that take your questions and turn them into answers.” On Google Knowledge Graph, instead of giving a flat result as an answer to our search question, the given answer is more like a story, where our requested information is linked to what Google thinks is relevant for us to know.
The Web 3.0 is also called “The Internet of Things.” Millions of devices are connected to the Web, thus making devices and machines capable of retrieving information to enhance their intrinsic value. Tracking that information allows us to manage “stuff” remotely, or will stuff manage us? Running late for a meeting? No sweat, your online calendar communicated that already to the other participants. A chip on the tail of a pregnant cow will tell the farmer when to cow is about to give birth. Smart “Bag2Go” suitcases travel parallel with you, but, besides tracking the suitcase on your smartphone (still a phone?), you will see your suitcase again only at your final destination. Smart sex toys for women allow them to sync up the toy with audiobooks on their smart phones for solo play, and the toy will switch up its vibration depending on how juicy the book is getting. Or, drink a beer from a Heineken Interactive Beer Bottle.
And, are we mobile? Yes we are!
Computers and their software have become more service-oriented. Many services are available at no cost, and content is freely available. All our virtual networks are inter-connected. We share knowledge and information all the time with each other. Information is available to us wherever we are, 24/7. It is available to us via our cell phones, glasses or contact lenses, gadgets like rings and jewelry, and even woven into our clothes. With this, data has become completely mobile.
“By 2015, five billion people will be connected via a mobile device. That is a 100-fold increase in networked traffic. The Mobile Society is completely different to the industrial society. It requires a new logic and a new way of thinking of how to create business, civil governance, health care, and education. The mobile society is seen as both an opportunity and a threat because it signifies a reordering of business models, new flows of communication, and the appearance of new gatekeepers in the information distribution wars.”
– Allen Moore’s “The Glittering Allure of the Mobile Society“
Print, recordings, cinema, radio, television, and the Internet are the six mass media we have known until now. Mobile technology is seen as the seventh mass medium. According to Moore, being mobile has six unique benefits that you do not find in other media:
1. The first personal mass media.
2. The first always-carried media.
3. The first always-on media.
4. The first media with a built-in payment mechanism.
5. The first media always present at the point of creative impulse.
6. The first media whose audience can be accurately identified.
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