AUGMENTED WHAT?

Web 4.0 - a double-edged sword for creative thinking

 WHO I AM?
• Senior web-developer at a Cambridge based web-agency

• Product
design and manufacture engineer from
Loughborough

• Rapid prototyping

• CNC machining

• Want to make a difference

• @digitales
 A LITTLE BIT OF HISTORY

• Web 0.0 - Text based

• Web 1.0 - Humble

beginnings

• Web 2.0 - Read/write web

• Web 3.0 - Semantic web

• Web 4.0 - Making it real

again
 WEB 1.0
COMMUNICATION
• Brochure sites

• One way communication - publish once

• Expensive
to create and server - £1000s for servers/
equipment

• Publishers create content, then consumers/ visitors read it.

• Like traditional media - Television

 WEB 2.0
5 MINUTES OF FAME
• Coinedin 2003 at O’Reilly media conference. Also know as
read/ write web

• Opened up the web - two way communication

• Collaboration - Wikis, Blogs (commenting), video sharing

• Facebook, Twitter

• Amazon - web 1.0 and web 2.0

 WEB 3.0
SEMANTICS
• Adding meaning to content

• Geo-coordinates on photos - Flickr, Facebook

• Geo-coordinates on messages - Twitter

• Meta data on photos, e.g. camera details on Flickr

• 234 billion websites (December 2009)*

• Aid in discoverability / find-ability

* http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/
 WEB 4.0
MAKING A DIFFERENCE

• Speculation on my part

• Buildingupon the semantic web to bring information back to

the real world - Making information tangible.

• Couldbe natural progression of e-commerce - uniting old

technology with new media - magazines, printing (2D and 3D)
 WEB 4.0
ONE POSSIBLE FUTURE
PARISIAN GET AWAY
 NABAZTAG
WIFI RABBIT
• Created by Violet sold for around £100

• API

• Second version added RF ID reader

• Light
system - Weather, e-mail, messages,
stock market

• Speaker - receive music, jokes

 AUGMENTED REALITY
• Add extra-information via a screen on the real world

• Following GSP co-ordinates - treasure hunts

• QR codes

• Pepsi bottle labels

• DVD cases for 3D effects

• iPhone/ android apps

 8 FACES & 24 WAYS
NEW MEDIA, OLD TECH
COLLABORATIVE
•8 Faces - online collaboration

• 24
ways - online advent calendar turned into printed
book

• Postcrossing.com
- sending random postcards
around the world - spreading culture and
experiences
 INTELLIGENT PEOPLE

• Tech support - computer eating floppy

disks, so please e-mail instead.

• Web-page scrolling
 GPS / SAT NAV
• Obvious when people just follow GPS - they drive erratically

• Although useful, they can reduce the ability to read maps or do

route planning.

• Stanhope ford - since 2001, emergency

services rescued 23 vehicles stuck in ford.

• Closed at start of 2008 Reopened April

2008. Within hours 2 people already got
stranded. It’s still closed.
 COMPUTER SAYS NO

• Blindly follow computer

• Strict
systems to guide people
without them needing to think

• Spell checking
 SOCIAL NETWORKS
• Building
the trust of their users whilsts learning their bahaviour
and interests

• Started recommending friends

• Good expanding networks

• Oncethey trust a system, people can blindly follow

recommendations - good for companies, users might loose
out

• Twitteris slightly different, if there is too much noise, it’s easy

to unfollow to stop it.
 MEETUP.COM

• Good tagging and categorisation of groups

• Send out regular recommendations, but the idea is to bring

together people in the real world.

• People choose the categories to subscribe too

• It’s the choice of the user not the company

MAKING THINGS REAL AGAIN

• Rapid prototyping

• Laser cutting

• 3D printing

• Nike shoes
SKYNET, OR A BETTER WORLD

• It’s
down to us to make the most of the incredible
opportunities that the web represents in relation to the
products we design

• Although a lot of benefits can be gained, history indicates that

it can lead to a loss of creative thinking when the freedom of
expression is removed for the sake of productivity.

• Convenience often triumphs over quality - Vinyl, CD, Mp3

QUESTIONS?
Discussion time ....