Contenu connexe Similaire à Web 1 2 3 4 (20) Plus de Total Identity (20) Web 1 2 3 41. online
2008
Total Identity & Total Active Media
© TOTAL IDENTITY
Paul Wolfs
Martijn Arts
1
2. 2
© TOTAL IDENTITY
WEB 1.0
3. 3
© TOTAL IDENTITY
WEB 2.0
4. 4
© TOTAL IDENTITY
WEB 3.0
6. WEB 1.0,
2.0, 3,0, …
© TOTAL IDENTITY
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7. WEB 1.0
• 1997-2005
• “Everyones first time”
• Network as broadcasting channel fort text and images
• Paper publishing done on screen — no new concepts
• One-size-fits-all or broadcasting
• Contentmanagement
• “the web of documents” — page based internet
• Internet seen as antisocial
• Internet as speciality
• Use only on workstation
© TOTAL IDENTITY
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9. 9
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Bubbles...?
11. Just words...
• world wide web — www
• hyperlink
• chatten
• forum
• newsgroups
• Gopher
• animated gif
• imagemap
• HTML
• e-mail
• homepage
© TOTAL IDENTITY
• banner
• zoekmachine — googelen
11
12. startpagina (30 mln)
marktplaats (225 mln)
Google (367% in 1 year)
TomTom (200% 2 months)
Baidu (454% in 1 day)
© TOTAL IDENTITY
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14. € 225,000,000
sold 10 months earlier for 20 mln by founder
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15. 367%
rise in share value within 1 year*
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15 * 765% na 3,5 jaar
16. 200%
rise in share value within 2 months
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17. 454%
rise in share value within 1 day
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18. C4UrS11!
webarchive shows the history of the web
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20. WEB 2.0
• 2005-2009
• Hype or marketing term — possibilities were always there
• Network as distribution channel — applications as modules
• Users own data — user generated content
• Best practices and archetypes have evolved in websites
• WIKI’s, RSS and webservices — website as mashup
• Open architectures invokes semantic web and free structures
• Social-networks and social communities florish
• Internet as part of everyones business
• Use at different places and moments — information based
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24. Just words...
• User generated content
• WIKI
• Blogging — moblog, weblog
• VOIP
• RSS
• AJAX
• Profiling
• Mashup
• Open source
• Tagging
• Widgets
© TOTAL IDENTITY
• Social bookmarks
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25. Archetypical websites
• Archetypes have evolved - they are not a product
• Archteypes have been empirically determined
• Archetypes are best practices - “survival of the fittest”
• By determining archetypes principles are clear
• “If you know the rules you can break tem” - David Jury
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26. (online) System interface
Application
(online) Personal page or index
Startpage
(online) Core business
(org.) Portal
(online) Thematic publishing
(them.) Portal
(online) Corporate brochure
Corporate brochure
© TOTALACTIVE MEDIA
(online) Business concept
Single concept
(online) Marketing and effect
Campagne website
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27. Application
Startpage
Functional concept
(org.) Portal
Editorial formula
(them.) Portal
Design concept
Corporate brochure
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(online) Business concept
Single concept
Interaction (o marketing) concept
Campagne website
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28. 28
© TOTAL IDENTITY
organisation
Ap
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at
io
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ic
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29. Veel Lots of restriction
Minimal freedom
Maximal freedom
Few restrictions
Application Startpage Campagne website
Corporate brochure Single concept
(org.) Portal (them.) Portal
Analysis Moodboards
Strict process Use process as checklist
Eye for detail Understand the concept
Projectmgr most important Art director most important
“producer” “editor”
© TOTAL IDENTITY
Iterations are dangerous Iteraties are a must
Formal communication Informal communication just as important
Organisational support Think integrated
Think in structures Multiple media (rich media)
Function, text and images
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31. wikipedia (knowledge)
youtube (films)
del.icio.us (links)
linkedin (profiles)
flickr (photos)
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32. Almost
4,000,000
Articles
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36. 39%
subscribe to
an RSS feed
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37. 73%
of active online users have read a blog
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38. 45%
have started their own blog
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39. 57%
have joined a social network
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40. 55%
have uploaded photos
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41. 83%
have watched video clips
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42. WEB 3.0
• 2009-2010
• Transformation to a more seamless and interoperable whole
• Network as platform — integration of modules and channels
• Distributed databases — the ‘World Wide Database’
• Open service business models — Webservice interoperability
• Open X — OpenID, -APIs, -data formats, -source, DataLicense
• “People are part of the web”
• Internet is not mentioned anymore
• Everywhere anytime — ubiquitous connectivity, X-chanel
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46. Just words...
• the intelligent web
• Grid and cloud computing
• Open Data License
• Roaming portable reputation
• Semantic web — folksonomy
• Autonomous agents
• Statement-based datastores
• Machine reasoning
• Twitteren
• e-Ink
• Torrents
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Jan Chipchase (Nokia)
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47. Channels and media
• Define the type of media
• Define the channel
• Define the content
• Define the speed of communication
• Define ...
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48. What’s next?
Krant: Wat betekent deze crisis voor de lezer?
Why?
Site: Uitleg aard van de problemen
Krant: Nieuws + Reconstructie overname ABN
Video: Technische analist en Fortisbeleggers in Belgie
Site: Overzicht koersontwikkelingen financiële instellingen
Depth
What?
SMS: Fortis in problemen
© TOTALACTIVE MEDIA
SMS: Koers Fortis Keldert
SMS: Staat neemt belang 49%
SMS: Fortis genationaliseerd
24 48 72 96
Productiontime and publication time (hrs)
SOURCE: Pieter Kok– crossmedia publishing Volkskrant
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49. What’s next?
film
documentary
Dossier
knowledgebase / -archivearticle
Scientific
vakblad book
Why?
radio jaarverslag
business movie
corporate brochure (online)
corporate brochure
podcast
thematical portal
weblog
magazine
E-magazine
paper brochure
webradio glossy
leafletorganisational portal
Depth
Newspaper
PDF-newspaper Campaigning website
What?
E-mail newsletter papieren nieuwsbrief
E-card
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Mobile website
mail report
Mail-signature T-mobile Orange
mail alert i-mode
SMS-alert GoogleGadget Vodafone live!
RSS bannerNarrow-casting
Productiontime and publication time (hrs)
49
51. Iliad (e-book)
Dane-elec (portable HD)
Mpro (pico-projector)
iPhone (phone?)
Baya-access (RF-ID)
© TOTAL IDENTITY
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55. WEB 4.0
• 2010-?
• Web-based information / -applications integrate in real world
• Technology is becoming invisible — it really is a vehicle
• Integrated streaming media — flow of emotions
• Open media communication — psychology of machines
• Location, information and time interoperate — the Borg
• Any media is searchable / integratable — visual search etc.
• Augmented reality — extensions to everything we know
• Everything is touchable, communicative etc.
• Beyond channels and semantics — rich content / rich media
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59. Just words...
• pocketable — wearables
• extreme rich media
• real time associations
• associative learning
• augmented reality
• technology literacy
• blurring boundaries
• invisible, social cues
• ambient technology
• contextual profiling
• serial-solitary
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61. offline
2008
Total Identity & Total Active Media
© TOTAL IDENTITY
Paul Wolfs
Martijn Arts
61