A thoughleader perspective - Interview with Lee-Roy Chetty, author of Imagining Web 3.0

I recently had the opportunity to pose a few questions and gain insight from someone who has immense interest in Web 3.0 and is possibly South Africa’s authority on the topic, Lee-Roy Chetty. Lee-Roy began his career in advertising at Ogilvy Cape Town, working as a digital strategist on some of South Africa’s biggest and most loved brands. He holds a Master's degree in Media studies from the University of Cape Town and the University of Massachusetts, Amherst. A two-time recipient of the National Research Fund Scholarship, he is currently completing his PhD at the University of Cape Town. He is the author of a book titled Imagining Web 3.0 as well as the foreign correspondent and international relations contributing editor with Radio 2000. He also writes for a number of national and international publications and organisations. Follow him on Twitter @leeroy_chetty. 

 

Question: How did your interest Web 3.0 start off, and what made you write a book on the topic?

Answer: I have always been fascinated with regards to how technology and innovation can be used to foster economic development, improve levels of education and training and also be used to attempt to close the gender gap within society.

The advanced development of the Internet and the cornucopia of information it provides has only been in existence for just over 18 years now. During that time, the Internet has evolved from Web 1.0, or the information web which was characterised by static content.

The current version of the Internet, Web 2.0 or the social Web, is defined by online users communicating, contributing and collaborating. This online user collaboration and sharing has resulted in the breaking down of traditional, monolithic methods of communication and content generation.

I researched the topic of a potential Web 3.0 and wrote a book about the subject as I wanted to make an informed prediction in order to trace the next forecasted phase in the Internet’s development, which through intelligent software will allow the Internet to have the power to learn, intuit and decide, ultimately giving information found on the Internet well defined meaning.   

Q: At what stage of the adoption curve would you say the global Internet community is with regard to Web 3.0? Should one expect a bell-curved adoption of Web 3.0, or is it likely to be exponential?

A: If you want to use the adoption curve as a metric to measure where the concept of Web 3.0 is within society, I would theorise that the idea of a semantic Web can be placed somewhere in the late stage of “innovation” and the early stage of “early adopters”. I say this as we are already beginning to see major technology companies such as Google and Amazon.com experimenting and innovating around semantic Web technologies and capabilities. These innovations are already being embedded into the consumer market, but at this stage it is still very premature within only a select few technology mavens experimenting with the technology. As with most technological innovation and user adoption patterns, I do think the consumer uptake of semantic Web technology characterised by Web 3.0 will resemble a bell-shaped curve, however it is still far too premature to be making that type of prediction in my opinion.

Q: When do you think we will reach the point of mass usage, similar to how social media created this massive uptake of Web 2.0 technologies? What do you think will change the game for Web 3.0?

A: I believe we are a few years away yet before we see a point of mass consumer adoption or mass usage as you say. I think in terms of innovation and technology development, there is still a lot of work to be done. Also, beyond the technological ramifications of a Web 3.0, I think a number of issues need to be resolved in relation to online privacy and protection of user information online, as in my book I argue that in-order for a semantic Web to operate at its full capacity and effectiveness, there will be an inherent need for user information to be freely and easily accessible for search and Web algorithms to make use of to ensure that a truly semantic Web can be fully realised. However, online privacy and access to information and the legal and moral ramifications surrounding this issue will need to be resolved in such a way that online users are more trusting and technology companies are more ethical when it comes to personal information online.

If this can be resolved in a reasonable manner, I think through intelligent software which Web 3.0 will be able to leverage, a semantic Web will have the amazing power to learn, intuit and decide itself, giving information and content found online well defined meaning and will be a game-changing innovation.

Q: Google has recently released a new search algorithm called Hummingbird. What is your take on it, and how should organisations adapt to Hummingbird?

A: As mentioned when discussing where Web 3.0 is in relation to the adoption curve, I believe we are beginning to see a lot of the bigger technology companies attempting to innovate around the concept of a semantic Web. In essence, what Google’s Hummingbird does is an algorithm which is designed to be more precise and provide users online with faster search and information query results. The algorithm is based on the concept of semantic search tools which focuses on user intent versus individual search terms.

I believe that this offering from Google has mainly commercial objectives as it will have a profound impact of Search Engine Optimization (SEO) which will have major repercussions for business and brands who operate within the digital space. From a practical perspective, the need to identify the USP of each business and become authoritative within it is now a key criterion for continued SEO success. The comparison element that has been integrated suggests that semantic mark-up may begin to confer an advantage now when it comes to helping index information in products and services. 

Q: Web 3.0 is gaining prominence together with other concepts such as cloud computing. How do you expect cloud computing, especially security and privacy concern to impact on Web 3.0 adoption and diffusion?

As mentioned in my answer in question 3, I think privacy will play a fundamental role in the development and ultimate adoption of Web 3.0. Beyond the technological ramifications of a Web 3.0, I think a number of issues need to be resolved in relation to online privacy and protection of user information online, as in my book I argue that in-order for a semantic Web to operate at its full capacity and effectiveness, there will be a inherent need for user information to be freely and easily accessible for search and Web algorithms to make use of to ensure that a truly semantic Web can be fully realised. However, online privacy and access to information and the legal and moral ramifications surrounding this issue will need to be resolved in such a way that online users are more trusting and technology companies are more ethical when it comes to personal information online.

If this can be resolved in a reasonable manner, I think through intelligent software which Web 3.0 will be able to leverage, a semantic Web will have the amazing power to learn, intuit and decide itself, giving information and content found online well defined meaning and will be a game-changing innovation.

Q: Search engine experts expect Web 3.o to have its greatest impact in industries like online media and marketing. Are there any local companies that have begun to structure their information in line with semantic technology, and how are they doing this (is there local semantic technology expertise)?

A: I think the emergence of Web 3.0 will have a major impact on the marketing and advertising environment online. The biggest advantage of Web 3.0 technologies and algorithms will be enhanced SEO development which will provide media and marketing organisations and brands with amazing information and insights based on information that they will be able to have access to due to semantic Web technologies which will lead to greater and more meaningful engagement.

In terms of organisations who are attempting to best leverage semantic Web innovation, there aren’t any worth singling out just yet, but look for some big businesses and brands to leverage their SEO capabilities in order to take full advantage of a Web 3.0 in the coming years as that is where a lot of R&D spending and investment will be channelled.

Q: Lastly, how will organisations measure the impact of their online presence in a Web 3.0 world?

A: Ultimately it will be measured first and foremost on profitability, so that metric of measurement will never change. But more subtly, I think another key measurement will be quality engagement and the use of information in a more measured and insightful manner online. That is what the true promise of Web 3.0 will deliver.