Have the whole world on your page

Posted: April 28, 2009 in science & technology


Well, maybe not the whole world – there’ll always be limitations. But it’s a great concept: Open Web. Rather than going to several different social websites you belong to (or at least to places like Digsby) AND to get your daily information fix (apart from twitter) from blog aggregators AND to go to your bank’s home page AND to visit different shops you wanna check out and maybe purchase goods from AND so on, you do it all – from your own home page. No need to ever leave it to go through those routines. It’s a dream that’s not so far away. But it’s not without problems of course. One is that it’s also a marketer’s dream. The other is that it could become a privacy nightmare.

For more info see the following excerpt – written by the micro-marketer Stevel Rubel on aptly named Micro Persuasion.

Communities come and go. Hubs seem to lose their innovation edge just as consumers grow more fickle, new venues emerge and viable monetization options remain scarce. If history repeats itself, Facebook and Twitter will one day be replaced by something else. However, this time it will be the open web.

A group of standardized technologies are emerging that will evolve social networking from destinations we visit into something bigger – a federated address book that makes every single web site that chooses to adopt them entirely social.

Jeremiah Owyang at Forrester Research has been thinking about this deeply. This week Forrester is releasing a paper that outlines a five year vision for how the open web, thanks to connective technologies like OpenID, will become one giant social network. This global brain will follow us everywhere and influence every purchasing decision.

While Forrester doesn’t get this tangible, here’s a fictional scenario to consider.

Today online shopping means visiting Amazon.com, reading reviews from strangers and conducing a transaction.

Tomorrow, as everything becomes social, you will be able to shop Amazon directly from within your iGoogle page without ever having to visit the site. What’s more, Amazon will show you what your Gmail address book friends have publicly said about a product and/or its category in any one of thousands of online communities. Finally, to help you further Amazon will offer an aggregated view of your friends’ friends opinions in a way that protects their identity.


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