The Implicit WebIt’s closer than you think

Record, Retrieve & Analyse Your Webwww.hooeey.com

Rajeev Purnaiya

What is it?• Implicit Web - term

coined in 2007

• “Synthesis of personal information gleaned from the internet into a single coherent picture of user behaviour” 1

What is it?• Implicit Web - term

coined in 2007

• “Synthesis of personal information gleaned from the internet into a single coherent picture of user behaviour” 1

1 Wikipedia

Where is it?

The Implicit Web is everywhere you go.

Is it Web 2.0?Web 2.0 allowed users to explicitly interact with web

content.

TaggingRating

Creating profilesListing

Mapping...

Is it Web 2.0?Web 2.0 allowed users to explicitly interact with web

content.

TaggingRating

Creating profilesListing

Mapping...

Is it Web 2.0?

The Implicit Web is different.

Click stream dataAttention data

Location tracking...

Is it Web 2.0?The Implicit Web is different.

Explicit“above-the-flow”

1. bookmarking and tagging2. blog posting and commenting3. rating and reviewing4. buying5. IM6. emails7. documents

Implicit“in-the-flow”

1. links followed2. videos seen, music listened to3. feeds read4. places visited5. events attended6. browser history

1. “Transparent Office” Michael Idinopulos2. “Attention Economy (III)”, WorkingCogs

It is important because...

Implicit Information

Explicit Information

Benefits“...the implicit web is all about the value that will

accrue to an Internet user when their every action is tracked, recorded, and used to provide value

back to that user.”--Fred Wilson

VC, Union Square Ventures

BenefitsControl information overloadPersonalisationContextual recommendationsImmersive experience

Example

AmazonRecommendation

algorithms based on books or products you

browse through

Example

Last.fmRecommends music based on what you

already like

Challenges

Data Silos

At user end

user

work PC

home PC

mobile device IE

FireFox

mobile browser

documentson PC

documentsonline

dataon mobile device

Challenges

Data Silos

At web sites

user

Netflix(movies seen)

FB profile

Amazon(books bought)

blogs posted

Tivo(shows watched)

LinkedIn profile

iTunes(music heard)

YouTube(videos uploaded)

Flickr(pictures uploaded) pages browsed

...

...

ChallengesPrivacy

TransparencyUser control at all times

Opt-inStandards based certifying

authority

OverlapImplicit Web

Semantic Web

Data Portability

Web 3.0

Sources[1] Wikipedia[2] “Five Themes From Defrag Conference” Sean Ammirati, ReadWriteWeb[3] “Theme: The Implicit Web”, Foundry Group Blog[4] “Implicit Web: a brief introduction”, Yihong-Ding, Web 2.0 Explorer[5] “The Implicit Web: Last.fm, Amazon, Google, Attention Trust”, Alex Iskold, ReadWriteWeb[6] “The Implicit Web”, Josh Kopelman, Redeye VC[7] “2007: The Implicit Web”, Fred Wilson, A VC: Musings of a VC in NYC[8] “Explaining my fondness for explicit content”, Andrew MacAfee, http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/why_not_widen_the_flow“[10] “Attention Economy (I), (II), (III), (IV)”, WorkingCogs, www.workingcogs.com[11] “Transparent Office”, Michael Idinopulos, http://michaeli.typepad.com/my_weblog/2007/12/in-the-flow-and.html[12] “Web 3.0 - The Semantic, Implicit, Mobile or Distributed Web?”, Jonas Bolinder, http://impl.emented.com/2008/04/20/web-30-the-semantic-implicit-mobile-or-distributed-web/[13] “MySportsnet.ca and the Implicit Web”, Colin Smillie, One Degree, http://www.onedegree.ca/2007/06/mysportsnetca-a.html[14] “Implicit Web Philately”, Pete Warden, http://petewarden.typepad.com/searchbrowser/2007/10/implicit-web-ph.html[15] “Privacy and the implicit web”, Pete Warden, http://petewarden.typepad.com/searchbrowser/2007/10/privacy-and-the.html[16]”Privacy and Personalization: From Clickstream to Targeted Advertising”, Alex Iskold, http://www.readwriteweb.com/archives/privacy_and_personalization.php

Further Interest?

http://defragcon.com Defrag explores the intersection of topics like:

• Enterprise 2.0• Online Collaboration

• The Implicit Web• Collective Intelligence

• The Semantic Web• Mash-ups

• Social Networking in the Enterprise• Next-level Discovery

Summary

The Implicit Web infers intent from attention

Finally...Thank you

for your attention.