Digital Marketplace Much More Than Web 2.0

It’s almost impossible to pick up a magazine whether business or technology and not see an article about Web 2.0. And the gist is almost always about the latest social media technology application. People can be forgiven if they equate Web 2.0 with the concept of the digital marketplace but these concepts are not the same. In fact, Web 2.0 is only a part of the digital marketplace.

The digital marketplace is the rapidly emerging environment where people can meet and greet people or transact business either totally within the digital domain or sometimes requiring both the digital domain and good old-fashioned Terra Firma. The digital domain is growing both because of the continual explosion of content (i.e., data) that is becoming digitally available (thank you, Google and Amazon) and the continual availability of devices or appliances people and businesses use to access these digital goodies.

More Than Web 2.0

The digital marketplace is all about the evolution of capabilities of the Web from Web 1.0 to Web 2.0 to Web 3.0 and to Web 4.0 and beyond.

Excuse me? Are you just creating new versions here of the Web? No, I’m not.

  • Web 1.0 was and is all about content. Content that is being digitally rendered to make it available to electronic manipulation, search, determination (in the ‘aha, there you are’ fashion) and navigation. Web 1.0 began to give life to the future ghost of e-discovery (that will bedevil countless corporations in the years to come).
  • Web 2.0 is all about communication. But not just between people (such as in MySpace, FaceBook, LinkedIn, Twitter, and the rest of the social networking technology solutions and platforms). But also communication between functionality – web services, WSDL, SOAP and associated determinants that make web services possible.
  • Web 3.0 is only now emerging. It is the “semantic web” and it enables smarter, more understandable functionality. Sort of like a combination dictionary / thesaurus driving communications, collaboration and commerce. (Rumor has it that Sir Berners-Lee thought that the Semantic Web would be Web 2.0 but the tsunami of personal communications pushed the semantic web to the next step in functionality)
  • Web 4.0 will be all about confluence. It will be the coming together, the blending of tangible artifacts (stores, inventory, documents, ….) with intangible artifacts (logic, behavior, needs, expectations). We see it now in its earliest phases with our smartphones and their ability to blend GPS with restaurant locations and particular desires to eat a certain type of food in a specific price range.
  • Web 5.0 …. don’t know yet. Stay tuned. But it will probably encompass more control as in enabling people or businesses to manage and control intangible artifacts (think either data or even physical infrastructure) with our devices that reach into the digital domain.

All of these evolving web capabilities and whatever comes in the future that impact or change the digital domain are part and parcel of the digital marketplace.

Published in: on July 26, 2009 at 4:13 pm  Leave a Comment  
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