One key
feature of Web 3.0 is that it will be able to address the lack of structure and
organisation one sees in Web 2.0. The sheer amount of information that is
available, the rate at which new information is being published and the
inability of Web 2.0 to integrate existing data limit the use of information by
users and organisations. Web 3.0 technologies will be greatly enhanced by
increased levels of hyperconnectivity between people and devices, complimented
by widespread connectivity.
One of the
main individual-level benefits of Web 3.0 is the personalisation of users’
interactions with their devices. Information will be organised in a more
contextual manner, which will make searches more powerful than the algorithms
used for Web 2.0 searches. Information will be further personalised based on
the individual’s behavior and location. Semantic technologies will, based on an
individual’s preferences and interests, gather and package relevant
information. Devices will communicate better with each other. For example, it
will be possible to log onto your work personal computer using your smart phone
and access the network. Internet experts envisage Web 3.0 as a personal
assistant that knows practically anything about a particular person and can
access all the information on the Internet to answer a question in a way that
makes sense to the person.
The gradual
pervasiveness of the Web 3.0 technologies will present organisations
opportunities to enhance efficiencies and build intelligence into business
strategies and processes. Businesses will have clearer understanding of
customer and employee needs, and respond appropriately to these. Business
decisions will be based on more and better business intelligence, both from
within and outside the organisation. Companies will have better access to
customer data and this will be used to create user specific marketing
approaches and products. Organisations will have to go beyond merely creating
content by defining a context that links the context to their target market.
Web 3.0 will
present unparalleled opportunities for businesses to connect and communicate
with customers, and also analyse data from their online activities. Businesses
will either have to develop strategies to leverage this big data or hope to
survive without utilising it. Some companies are already adopting elements of
Web 3.0. Amazon, for example is using such technology to provide
recommendations to customers based not only on their browsing and buying
records, but also those of customers with similar records.
Trends such
as big data and Web 3.0 have changed how organisations view their data. Data is
fast gaining prominence as a strategic business tool. Organisations at the
forefront of adopting these trends are recruiting the requisite skills and some
have created positions such as the Chief Data Officer.
Danny Karam,
a senior associate at Booz & Co expects the online media and retail
industries to be extremely impacted upon by Web 3.0 and recommends the
following steps are crucial in making the transition to Web 3.0:
·
Open up business systems to the internet.
·
Move to real-time analytics and processing.
·
Structure data so that it can be used more
effectively.
·
Develop internal web and data talent.
·
Involve customers in all parts of business through
social media.
A possible
unintended consequence of Web 3.0 is that home pages will lose relevance. A
user will no longer see the need to go to his/her favourite news website, but
will rather search for the sites that present the news on a particular story in
a way that interests them the most.
References
Goodwin, B.,
(2011), Businesses should prepare for Web 3.0, says Booz&Co,
Avaliable Online: http://www.computerweekly.com/news/2240105143/Businesses-should-prepare-for-Web-30-says-BoozCo
[Accessed 24 September 2013]
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