If web 2.0 can be summarised as reciprocity or genuine interaction between the user and content provider, web 3.0 must be about automated recommendation and customisation based on that interaction.

The development of the web so far is as follows.

Web 1.0 - Narrowband
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Web 2.0 - Broadband
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Web 3.0 - Broaderband
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Automation/Active Engagement

Web 3.0 will add an element of automation into the media we consume. There is an ever-expanding plethora of online content, which we do not have the time to both find and digest. Based on our personal consumption habits, profile and geographical location content will be automatically selected for us without even requesting it. This will be done through the RSS feeds we choose to subscribe to and the information we have previously engaged with.

At the moment if a breaking news story develops we will not know about it until we turn to the right channel or go to the right website. Converged digital platforms are starting to deliver these sorts of announcements to us based on the options we have chosen or the media we have engaged with prior to the event.

In this web 3.0 world of automated personal recommendations the user, content provider and advertiser benefit. Users will receive content they will want to access, the content provider will be able to invest in popular content and deliver it to the correct audience thus maximising the value of investment in it’s generation and advertisers will be able to effectively target appropriate advertising to the user. Everybody wins.

Example: Amazon.co.uk

Every time I visit Amazon I get presented with “New for You” and “Customers with Similar Searches Purchased”. They are actively engaging their audience in order to boost sales based on a prior interaction. It’s brilliant and blindingly obvious.

If I for example go to FHM.com and I have previously looked at the “Games” and “Girls” sections and ignored everything else next time I go to the site it should recognise that and present me a “New for you on FHM.com” at the very top on the page in clear view. I will see straight away the exact content I want to interact with. I will therefore be much more likely to get off the homepage and start exploring the site.

Imagine if you could do this for readers of magazines. Tailor the front page so for every single reader they get shown the exact things that will make them buy the magazine!!