The world: version 3.0


Where do we stand in the Web of the future?

Looking at the year behind us, we try to clear up a bit our minds and look back to the past months or even further, in order to select the main important things, good or bad, which we wish to remember.

This comes naturally, as the human nature urges to leave behind the unnecessary and carry on with only what is really needed for the survivor.

But when it comes to technology and interfaces, what do we want to leave behind? And more importantly, what do we want to keep?


Firstly, let’s understand the state of the art today. As the majority of you assume, we left behind in the 2012 the web 2.0.

Web 2.0 was about companies like Facebook, LinkedIn, Zynga, Twitter, which are the creators of the web’s ‘social layer’, so strong to disrupt not only old corporations but also some repressive governmental regimes. [1]

But we couldn’t reach these advances without starting in the Web 1.0, with the basic but revolutionary concept of Connectivity. So what’s next?

2013 is all about the Web 3.0, which is by definition mobile. [2]

Some of the distinctive elements of the Mobile Web 3.0 era include:

  • tailored, smaller screen;
  • high quality camera and audio;
  • ubiquitous (always connected, always with you), real-time and location aware;
  • sensors to interact with the physical world.


These elements have two key implications for today’s leaders and tomorrow’s disrupters: new technology design and new virtual interfaces design. A solution of these 2 aims comes from the design of AR technologies.

The augmented reality (AR) is a technology that allows for computer-generated virtual imagery information to be superimposed onto a live direct or indirect real world environment in real time.

Some examples of these technologies are the project Glass of Google [3] or the amazing Layar, an app that allows publishers to “infuse static pages with interactive experiences.” [4]

But also the project Sphero seems quite promising. [5]


Mobile as the new driver of commerce/exchange.

In the connectivity of Web 1.0 companies like Google achieved supernova momentum when they introduced the Cost-Per-Click Ad model. In the social wave of Web 2.0 companies like Facebook are displaying online ads based on the interests we’ve indicated or based on referrals from friends.

In the mobile experience of the Web 3.0 the user experience opens the door to another level of innovation in advertising and promotion. Now technology services have the ability to leverage not just the social graph data from Facebook, but even more real-time/real-world information, such as your current location.

Why pay for a click when you can get an actual customer?

For future advertisers the next challenge is to catch the evolution from the classic Internet advertising models of selling clicks.

And for end users – ordinary people like us, the next goal is to remember to keep the balance between feet on the (real) ground and the head in the clouds.




Sight from Sight Systems on Vimeo.


References:; Mashable; Wikipedia; Youtube.


Alessia Bertoldi

*Editor’s note: the author was a Neomobile emloyee until 2014

[1] More on mobile search:

[2] More on web 3.0:

[3] Google Project Glass: 

[4] Layar:

[5] The Sphero project: