In the marketing literature Web 2.0 and Social Media/networks are mentioned as interchangeable. The term Web 2.0 has been introduced by Tim O´Reilly (2005) and was quickly used in Silicon Valley as a notion emphasizing the comeback of a renewed internet. The original definition made by O´Reilly focus on the common elements of the new generation of web applications: “The Web as a platform, harnessing collective intelligence. Data is the next Intel inside. End of the software release cycle.” The discussion among authors has delivered several suggestions of what Web 2.0 really covers. Doing a Google search on Web 2.0 you will get several million results of definitions of Web 2.0. The academic literature has not made a clear picture what the terms really means, attempts has been made to describe the Web 2.0 applications as a first step towards a comprehensive definition (Needleman 2007; Coyle, 2007; Anderson, 2007). Hoegg et al (2007) notes that many of the definitions do not attempt to rationalize the core philosophy of Web 2.0 but rather describe its symptoms. These authors explain their views of Web 2.0 as “the objective of all Web 2.0 services is to mutually maximize the collective intelligence of the participants”. The definition proposed by Constantinides and Fountain (2008) combines and collects the technologies and social elements of the Web 2.0 concept:
Web 2.0 is a collection of open source, interactive[1] and user controlled online applications expanding the experiences, knowledge and market power of the users as participations in business and social processes. Web 2.0 applications support the creation of information user’s networks facilitating the flow of ideas and knowledge by allowing the efficient generation, dissemination, sharing and editing/refining of content.
What is web 3.0?
Web 3.0 is described by Tim Berners (Founder of WWW) as the Semantic Web. The Semantic Web is:
- A place where machines can read web pages as human reads them.
- A place where search engines and software agents can troll the net and find what we are looking for.
- It is a set of standards that turns the web into one big database (Nova Sivack 2008)
There are two “Schools” working with the semantic web. The first “school” is working with a reannotation of the web, adding all sorts of machine-readable metadata to the human readable web pages everyone use today. This metadata are in place, including the Recourse Description Framework (RDF) and the Web Ontology Language (OWL) and this is already been made into real world sites, services and other tools. The Semantic Web metadata underpins today Yahoo´s food site and Oracles Spatial database tool. The problem for this “school” is that making a complete rennotation of the Web is a massive undertaking. As a user you get the aility to do all these very complex queries, but it takes a tremendous amount of time and resources and metadata to make that happen.
The second “school” takes another approach to make it easy to work with huge amounts of data, they are building agents that can better understand Web pages as they exist today. This “school” are not making the pages easier to read, they are making the software agents smarter. Examples of this is the BlueOrganizer and AdaptiveBlue. The software agents/browser plug-in works as when you visit a Web page the browser plug-in can understand what the page is about and automatically retrieve related information from other sites and services. What need to be done is to further develop the technology to be able to parse and process existing services and databases to able to serve the internet users even better.
As we can see for the movement we will have to “live with” Web 2.0 for a while until it is even more profitable to further develop the Web 3.0 capabilities.
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