Evolution of Mobile Services

Web 3.0? Mobile 2.0? Cloud 1.0?

Me

• By day: SEO Specialist, Incisive Media

• By night: Moblog.net, co-founder

• Hours: Linkedin, Youtube, Twitter, Facebook, Gmail, Google

“The future is already here - it is just unevenly distributed” -

William Gibson

Many webs, many stories• Web 1.0 - the read web

– http, smtp, ftp,– Reading about scoble’s kittens

• Web 2.0 - the read/write web– RSS, Ajax, SOAP, XML– Uploading your own kitten

• Web 3.0 - the decentralised read/write web– XFn, FOAF, A-GPS, Wifi,– Connecting to others via your kitten

Unlimited shelf space?

Think about where your users really are…

Search Social Aggregators

Delicious

StumbleUpon

Twitter

Facebook

Digg

Publish

SEO Editorial Feeds Upload

The reach of a typical website

The reach of social networks

The reach of search networks

Why are they visiting these other destinations?

Downloading / Accessible

• Web 1.0– Webmail

• SMTP / POP3

– Web search (Spiders)

– Filesharing Networks

• Napster, Limewire

– Distributed computing

• Torrent / SETI

Uploading / Engaging• Web 2.0

– Feeds• XML / RSS

– Rich interfaces • SOAP /

AJAX– Discovery

• Wikis• Server Side• Tags

– Thin client layers• Mobile /

iPods / PDAs• Blogs

– Webservices• Mashups• Widgets• APIs

Embrace an evolutionary trend in online services.

• Direct result of broadband •Migration from client side processing to server side computing • Coming of age: Web ‘page’ metaphor no longer makes any sense • “Doorways” & “Portals” become “Streams” & “Rivers”

Web 3.0 Synonomous with Semantics

• Aggregation is core to web 3.0 innovation

• Machine readable, human meaningful

• Decentralised resources

• Any access point

• Threaded relevance

• Unlimited meta data

“Google, we have a problem”• Persistently relevant - do such conditions ever exist?• Finding over searching - do humans trust machines?• Semantic relevance relies on decent metadata - but

who creates it?

Gazza izza footballer + hazza drinking problem

MetacrapDoctorow's seven insurmountable obstacles

to reliable metadata are:• People lie1. People are lazy2. People are stupid3. Mission Impossible: know thyself4. Schemas aren't neutral5. Metrics influence results6. There's more than one way to describe

something

Whoa! Too much information.

Managing meta-crap• Location data might be a good starting point to think

about semantic data

• Collaboration may be good way to gather meta data

• From a user experience perspective location based services resemble meaningful connections generated by machines

• Despite meta data crisis, we can simulate and infer reliability, via recommendation, referral & trusted sources

Post from where I am to where my people be

Collaborative Meta Data

Artful Mapping / Meaningful GPS

Mobile Mashups

Human meaningful• Discovery: friends in high places

• Cultural identity: be yourself

• Always on: All I care about all of the time

• Live now: disrupt physical limits– where am I? where are you?

• Omnipotence: Participate from wherever I am

• Omnipresence: Niche networks to networked niches

Transformation Takeaway• Think about where your users really are

– visiting other sites via SERPs– socialising in networks– reading blogs– mobile

• Why are they visiting these other destinations?– What tools do they need?– What platforms are they on? – What can you make use of?– APIs, apps, blogging, video, socnets, mobile

Traffic Source % of total referrers conversion ratepartner 23% 14.53direct 26% 2.89google 46% 1.69network 5% 0.28

Thanks for listening!

Jonathan Allen• jc1000000@gmail.com• Twitter.com/jc1000000• Linkedin.com/in/jc1000000• +44 7946 636 439