Tertiary Web

Posted on August 22nd, 2007 by admin

“When your car park attendant starts giving you tips on the stock market, you know its time to start looking for something new.”

Google web2.0 or any derivative. Check Deli.cio.us. Sniff around and you’ll soon discover that you can’t count the number of pundit pieces, Top 10s, “how to make money on”, and “what is” dissertations out there. Blogs, mainstream media, agencies, gurus and geeks all have a take on it, and are not backward in coming forward with the good oil.

The only thing constant in the on-line world, our parallel universe, is change. Ever increasing change. An ever increasing pace of change.

I suggest that there are already new things on the horizon. These may indeed bring an end to the web as we know it.

Every increasing change at an ever increasing pace in physics leads to combustion, in astronomy it leads to a supernova. Are we approaching supernova web? What will be the elusive black hole that follows. Pure density of ever increasing weight and gravity?

As a commercially unrestrained user, already the boundaries and fetters are breaking down, and the experiences are becoming richer and unrestrained by html.

Commercially oriented projects are capitalising on the values of web2.0 at an admirable rate, but of course, playing catch up compared to the fashion leaders, way makers and creative innovators flexing their minds in mindspace.

So, what will be? What does this tertiary web bring before the supernova?

You have to acknowledge the world of distributed applications. Complete environments of proprietary technology that may or may not need a standards based browser to integrate.

A task based experience. Often referred to as Service-Oriented Architecture (SOA), but I think that sells it short.

Likewise, the complete open source yin of that yang. But again, a new standard, simply based upon the experience and the tools to enjoy it, collaborate, renovate or invigorate. An experience based environment.

The Mashed up recycling of existing content into new levels of organisation and indexing, as variable and differentiated as the user’s imagination. A research oriented experience.

And the tasks that we undertake?

What will be the subset in the parallel universe? There will be no subset. Already sexual frontiers are breaking down - the physical barrier is under assault. Work, play, love, even death and all the mundane elements between. Going beyond information management into lifestyle. Going beyond life style to essential life.

And commerce, real, mainstream commerce. Think about the concepts of location, competition and product range. New competiors with ever increasing economies will continue to attack established concerns and eat them alive, spitting out the bones of investors as they fatten on new mobile capital along the way.

If you aren’t positioned to innovate, its time to retire.

Matthew Aaron
Aaron Interactive