The original flat HTML pages of the first-generation websites
were uninspiringly called ‘Web’. Tim O’Reilly coined the equally
straightforward term ‘Web 2.0’ to describe the second-generation pages which
enabled interactivity and user-generated content.
Now, we’re seeing the development of new technology which hails
the preliminary steps towards the next generation of web. You’d imagine it
would be called Web 3.0, however the upcoming developments look likely to
supersede this technology before it is even launched. We’re set to welcome Web
4.0 which is described eloquently by Seth Godin on his blog here (http://sethgodin.typepad.com/seths_blog/2007/01/web4.html).
He describes it as an interface which recognises individuality and responds
specifically to your wants, needs and desires; put simply, the technology will
be the hub of your universe, staying one step ahead of your plans to deliver
you the most efficient, up-to-date and accurate plans you can imagine. Seth’s
blog is well worth a read for a full explanation!
So, whilst you are busily imagining the possibility of a phone
which changes your flight plans the second your original flight is cancelled,
we’ve been looking at some speculative shortcomings that are likely to rear
their ugly heads! No, we’re not visualising some iRobot computer takeover where
this technology is too clever for its own good…
- Data protection;
in an age where digital is growing at an unexpected pace, we’re seeing more and
more data compromises with hacking, theft and fraud, all caused by a range of
varying factors. Not only is this cybercrime growing alarmingly, currently
costing the UK economy an estimated £27billion a year, but it’s also creating a
growing mistrust of disclosing personal data. Much of the Web4.0 is likely to
rely on personal behaviour, identifying patterns, populating relevant fields
with pre-recorded personal data and using it to deliver the best
user-experience. Whilst this in itself isn’t a problem, there will need to be a
significant and marked shift in data protection and management to enable this
technology to reach its full potential
- The power of selection;
human behaviour is inherently chaotic and unpredictable. Sure, we like
patterns, predictability and are suspicious of change, but even more than that,
we are strong supporters of freedom of choice and control over our own
decisions. Seth’s idea that Google will start suggesting things we should be
searching for that we’re not, is great and could open our world’s to a whole
range of possibilities, but are we truly, really ready for something like that?
This type of technology needs us to embrace it; we need to be open to its
suggestions and predictions, and we need to help it make those decisions better
and better. There is a chance, and quite a big one actually that we won’t want
to dedicate the time to helping it learn, we won’t help it consistently, so it
only gets half the picture and that most of all, we’ll slowly back away from
technology ‘making’ our decisions. Think Facebook Fatigue here!
- Cogs in a wheel;
there is a suggestion that this technology could bridge the gap between
workers, departments and even different companies to make them more efficient,
responsive and collaborative. Unfortunately, this is reliable on too many
variables; every person must share the same level of information in order to
make this succeed – lose one ‘cog’ in the wheel and chance are it isn’t going
to turn!
We absolutely love Seth’s enthusiasm for this technology and we
love the potential scope of this technology, but are we really ready to embrace
it and help maximise its potential? There’s a lot of current problems relating
to identity and data which need to be made first before we can really achieve
anything with Web4.0. We’re up for the challenge though!