The Impact of Web 3.0 on Marketing
The Impact of Web 3.0 on Marketing
Lai Ee Na
Lim Li Fen Adelyn
Mohammad Mahdhir Bin Mustaffa
Kavitha Ramu
Siew Hui Fen
Nanyang Technological University
A6301 Communication, Technology & Society
November 8, 2011
What is Web 3.0?
The future of the Internet is in Web 3.0, known as the Semantic Web. Feigenbaum, Herman, Hongsermeier, Neumann and Stephens (2007) summarised the concept as “a highly interconnected network of data that could be easily accessed and understood by any desktop or handheld machine”. The authors, referring to a 2001 article by Berners-Lee, Hendler and Lassila about their vision on Web 3.0, also said Berners-Lee et al: painted a future of intelligent software agents that would head out on the World Wide Web and automatically book flights and hotels for our trips, update our medical records and give us a single, customized answer to a particular question without our having to search for information or pore through results.
This means online sites and databases already contain information about individuals’ culture, travel, health and education. In Web 3.0, individuals’ habits and preferences are known. The technology of Web 3.0 is ‘smart’ in using the data to drill down key choices to individuals, thereby saving Web 3.0 users time and effort in searching for information and in making decisions. Web 3.0 is however not a product separate from its previous ‘incarnations’. Instead, it is an extension or an enhancement of the current Web. The World Wide Web Consortium has already released Semantic Web technologies and languages for the different sites and databases to ‘talk’ and generate results in a unified manner for Web users. In contrast, Web 1.0 was just about linking Web pages with hyperlinks. Web 2.0 is where we are now—the consumer and producer of information are increasingly the same person, sharing views and new ideas with fellow netizens (sometimes anonymously). Web 3.0 is the
Lai Ee Na
Lim Li Fen Adelyn
Mohammad Mahdhir Bin Mustaffa
Kavitha Ramu
Siew Hui Fen
Nanyang Technological University
A6301 Communication, Technology & Society
November 8, 2011
What is Web 3.0?
The future of the Internet is in Web 3.0, known as the Semantic Web. Feigenbaum, Herman, Hongsermeier, Neumann and Stephens (2007) summarised the concept as “a highly interconnected network of data that could be easily accessed and understood by any desktop or handheld machine”. The authors, referring to a 2001 article by Berners-Lee, Hendler and Lassila about their vision on Web 3.0, also said Berners-Lee et al: painted a future of intelligent software agents that would head out on the World Wide Web and automatically book flights and hotels for our trips, update our medical records and give us a single, customized answer to a particular question without our having to search for information or pore through results.
This means online sites and databases already contain information about individuals’ culture, travel, health and education. In Web 3.0, individuals’ habits and preferences are known. The technology of Web 3.0 is ‘smart’ in using the data to drill down key choices to individuals, thereby saving Web 3.0 users time and effort in searching for information and in making decisions. Web 3.0 is however not a product separate from its previous ‘incarnations’. Instead, it is an extension or an enhancement of the current Web. The World Wide Web Consortium has already released Semantic Web technologies and languages for the different sites and databases to ‘talk’ and generate results in a unified manner for Web users. In contrast, Web 1.0 was just about linking Web pages with hyperlinks. Web 2.0 is where we are now—the consumer and producer of information are increasingly the same person, sharing views and new ideas with fellow netizens (sometimes anonymously). Web 3.0 is the
References: Ang, L., & Lee, B.-C. (2000). Influencing perceptions of trustworthiness in Internet commerce: A rational choice framework. Proceedings of Fifth CollECTer Conference on Electronic Commerce, 1–12. Brisbane, Australia. Bartz, D. (2011, October 19). Consumer groups say junk food ads mislead teens. Retrieved October 27, 2011, from Reuters: http://uk.reuters.com/article/2011/10/19/pepsico-advertising-idUK1E79|17Z20111019 Baumann, M Berners-Lee, T., Hendler, J., & Lassila, O. (2001, May 1). The Semantic Web. Scientific American. Retrieved from http://www.scientificamerican.com/article.cfm?id=the-semantic-web Byrne, G Cho, A. (2008). What is Web 3.0? The Next Generation Web: Search Context for Online Information. Retrieved from http://allan-cho.suite101.com/what-is-web-30-a61407 Cobe, P Collins, J. C. (2010). Fortify Your Facebook Privacy Settings. Journal of Accountancy, 209(6), 44. Consumer Policy Solutions. (n.d.). Consumer Online Privacy Survey: Consumer Awareness Project. Retrieved October 23, 2011, from Consumer Awareness Project: http://www.consumerawarenessproject.org/online-privacy-survey/ Cranor, L Dvorak, J. C. (2010, July). Why Facebook Privacy Settings Don 't Matter. PC Magazine, 29(7). Retrieved from http://www.pcmag.com/article2/0,2817,2365866,00. asp#fbid=UYeRMNHk4We Eggerton, J Feignenbaum, L., Herman, I., Hongsermeier, T., Neumann, E., & Stephens, S. (2007, December). The Semantic Web in Action. Scientific American. Retrieved from http://www.scientificamerican.com/article.cfm?id=semantic-web-in-actio Fine, B Fuller, J. (2010). Refining Virtual Co-Creation from a Consumer Perspective. California Management Review, 52(2), 98-122. Fueller, J., Matzler, K., Stieger, D., & Kohler, T. (2011). Co-creation in Virtual Worlds: The Design of the User Experience. MIS Quarterly, 35(3), 773-788. Fuller, J., Muhlbacher, H., Matzler, K., & Jawecki, G. (2009). Consumer Empowerment Through Internet-Based Co-creation. Journal of Management Information Systems, 26(3), 71-102. Green, M. (2011). Better, Smarter, Faster: Web 3.0 and the Future of Learning. T+D, 65(4), 70-72. Guess, A. (2011, Sept. 29). Facebook’s Super-Charged Open Graph & the Semantic Web. Retrieved from Semantic Web: http://semanticweb.com/facebook%E2%80%99s-super-charged-open-graph-the-semantic-web_b23543 Interactive Advertising Bureau Joinson, A., Reips, U. D., Buchanan, T., Schofield, C. B. P. (2010). Privacy, Trust, and Self-Disclosure Online. [Article]. Human-Computer Interaction, 25(1), 1-24. Kirby, C. (2005). Online Crime: A Booming Business. Kumar, M. (2009, October). How Businesses Can Use Social Media. New Zealand Management, 56(9), 64. Kurtyka, N. (2007). Web 3.0: Get Prepared for the Mobile Revolution. Marketing News, 41(5), 18-20. Kwang, K. (2011, Sept. 14). Singapore seeks input for data protection law. Retrieved from ZDNet Asia 's website: http://www.zdnetasia.com/singapore-seeks-input-for-data-protection-law_print-62302071.htm Laurent, W Lohr, S. (2010, March 16). How Privacy Vanishes Online, a Bit at a Time. Retrieved on Oct. 23, 2011, from The New York Times ' website: http://www.nytimes.com/2010/03/17/ technology/17privacy.html Lundvall, B MacManus, R. (2010, Dec. 29). Top 10 Semantic Web Products of 2010. Retrieved on Oct. 31, 2011 from http://www.readwriteweb.com/archives/ top_10_semantic_web_products_of_2010.php McCarthy, M Manas, K. (2009). How Businesses Can Use Social Media. New Zealand Management, 56(9), 54-64. Mobile Marketing Association. (January, 2009). Mobile Advertising Overview. Retrieved from the Mobile Marketing Association website: http://www.mmaglobal.com/mobileadoverview.pdf Nam, C., Song, C., Lee, E., & Park, C Ofcom. (2010, December 14). Online Trust and Privacy: People 's Attitudes and Behaviour. Retrieved October 23, 2011, from Ofcom 's website: http://stakehoders.ofcom.org.uk/ binaries/research/media-literacy/trust-privacy.pdf Ohler, J Okazaki, S., Li, H., & Hirose, M. (2009). Consumer Privacy Concerns and Preference for Degree of Regulatory Control. [Article]. Journal of Advertising, 38(4), 63-77. Phillips, J. (2011, March 16). Is Web 3.0 An Intrusion of Our Privacy? Retrieved on Oct. 23, 2011, from RINF News: http://rnif.com/alt-news/sicence-technology/is-web-3-0-an-intrusion-of-our-privacy/11300/ Potts, J Prahalad, C., & Ramaswamy, V. (2004). The future of competition: co-creating unique value with customers. Boston, Massachusetts: Harvard Business School Ramaswamy, V Ramirez, R. (1999). Value co-production: intellectual origins and implications for practice and research. Strategic Management Journal , 20(1), 49-67. Reh, R. (2011). Welcome to Web 3.0. Credit Union Magazine, 77(9), 70. Retrieved from http://ehis.ebscohost.com.ezlibproxy1.ntu.edu.sg/eds/pdfviewer/pdfviewer?sid=cac9699c-653a-4032-bcb3-f3861aedde32%40sessionmgr112&vid=2&hid=103 Smith, G Smith, S. (2007, April 1). Web 3.0: This Time It’s Personal. Retrieved on Oct. 6, 2011, from MediaPost Magazines: http://www.mediapost.com/publications/ ?fa=Articles.showArticle&art_aid=57532 Tasner, M Wikstrom, S. (1996). Value creation by company–consumer interaction. Journal of Marketing Management , 12(5), 359-374. Yeo, V. (2011, Feb. 14). S 'pore sets data protection law for 2012. Retrieved from ZDNet Asia’s website: http://www.zdnetasia.com/spore-sets-data-protection-law-for-2012-62206733.htm Zimmer, M