Home > Articles

The Web Is Dead! Long Live the World Wide Web!

  • Print
  • + Share This
The World Wide Web rules! But younger versions are rapidly growing up to take its place on the digital throne, says e-marketing expert Frank Fiore.
This article is adapted from e-Marketing Strategies.
Like this article? We recommend

You can learn a lot from the history of war—even the future of the Web.

In 1942, the U.S. and its allies were in full retreat from the greatest over-the-water offensive in history. The combined forces of the Japanese military had succeeded in pushing the Allies back to the very shores of Australia—which became the Japanese Empire's next target. The Allies knew that if Australia fell to the Japanese, the Pacific would be lost, the chances of mounting a counteroffensive would be zilch, and we would all be eating sushi under a Rising Sun. Without going into too much detail, the U.S. Navy broke the Japanese code, discovered their intentions, overpowered the invasion force—and the Japanese lost 25 ships, halting their offensive in the South Pacific. That event came to be known as the Battle of the Coral Sea.

You're probably asking yourself what this has to do with the World Wide Web. Well, hold on to your mouse. I'm getting to that.

You see, the Battle of the Coral Sea was historic not just because of the U.S. victory—but how it was won. It was fought entirely in the air, by opposing carrier-based aircraft. The two fleets never saw each other!

Sort of the way interaction on the Web will be in the future.

What do I mean? Let's take online shopping as an example. In the not-so-distant future, shoppers and merchants will conduct a purchase on the Web in the same way that the two opposing naval forces did in the Coral Sea. The U.S. and Japanese navies dispatched planes to engage the enemy. In the future, shoppers will dispatch personal software agents to engage merchants—and vice versa.

Here's how it will work. You wake up one morning with a desperate need to shop the Web. You boot your personal shopping agent and send it out onto the Net armed with instructions to find a certain product at a certain price under certain terms and conditions. Out on the Net, the personal shopping agent finds a corresponding merchant's selling agent. The shopping agent presents the shopper's request and offer, negotiates the price and terms with the selling agent, and completes the purchase. Shopper and merchant have no direct contact with each other. The shopper never had to visit a merchant's Web site.

Here's an example. It's early Monday morning. Before Stephanie leaves for work, she programs her personal shopping agent to look for an anniversary gift for her parents, by filling out the following form:

  • Product Description: Anniversary gift for my parents from their daughter.

  • Consumer Description: Couple, male 55, female 53, good health, love to travel, dine out, contemporary homeowners.

  • Price Range: US$90–175

  • Options: Thumbnail photo

  • Consider: Crystal, pewter, art, collectibles

  • Consider Not: Furniture, clothes

  • Terms & Conditions: Money-back guarantee, toll-free #, return policy, delivery time, shipping and handling fees, online security information

Stephanie hits "Send" and her agent takes off for the Web while Stephanie takes off for work.

On the Web, her personal shopping agent is diligently filling Stephanie's request. In its travels, her agent "meets" a selling agent from Contemporary Gifts. Their selling agent informs Stephanie's agent that it can fulfill its request for an anniversary gift for her parents—a hand-blown crystal vase from Venice. The shopping agent and selling agent negotiate the price, terms, and conditions, and finalize the purchase using Stephanie's shipping information and credit card number.

Deal done—and without the shopper or merchant being in direct contact with each other. And, by the way, without the need of a merchant Web site.

It doesn't end with shopping. Netizens will use current and future software and technologies to remotely find and engage other Net users and information. This engagement at a distance will be the death knell for what we call "Web sites" today—and in the process will create a new Web of the future.

People think that the Internet and the World Wide Web are the same thing. They're not. In fact, in the future, viewing Web pages from a personal computer will be only one way—and a very small way at that—of finding information and interacting on the Net. Sure, the Net can carry Web pages, but it can carry much more—in fact, it can carry just about anything that can be digitized.

Internet radio is a good example of the non-necessity of Web sites. Sure, you can access a Web page on the Net and download a music file onto your PC. But that's so last century! A company called Kerbango now makes a stand-alone Internet radio. It finds Net radio stations on the Web using its own software and then allows you to play the stations through its Net-enabled radio. Real Audio's Real Player is another example. When you use Real Player or its video counterpart, you're not visiting a Web page with your browser; you're using a non-browser program to access audio and video files—and play them—from the Net.

HTML, the technology used to build most Web sites, is not the tool to use on Internet-enabled devices and appliances. HTML is a hard code to parse, and the current browser technology doesn't readily adapt to the tiny screens of mobile Internet-enabled devices such as cell phones and PDAs.

Here's an even better example of the browser's diminishing importance. Chat rooms accessed through your Web browser was the old way of interacting with others on the Web. ICQ, AOL, and MSN Instant Messaging is the new way—removing the need to browse the Web. And even though these technologies don't require a browser, they do require that you access a server to obtain the information they offer.

But that too will change. The new peer-to-peer networking technology such as Gnutella eliminates the need for accessing a central server at all. This ability of one Internet-enabled device to engage another opens the door to something even more interesting. A company called Roku has created software that turns your PC into a mini server. With their software, you can access your PC from anywhere in the world. You could retrieve your email from a Web enabled phone, send email from your cell phone with attached files from your PC, even access MP3 files and play them on your Internet-enabled PDA or phone.

Electronic Arts is taking this trend to perhaps its highest level. Its Majestic is tagged as "the game that plays you." Instead of just playing the game on your PC, the game engages you by leaving clues to the games' mystery in your email, through instant messaging, phone calls, faxes, and someday even your TV—contacting you every which way. Every communication device you own becomes part of the game!

The World Wide Web will soon live up to its name. No longer will we be tied down in front of a PC, using a Web browser to enjoy the benefits of the Net. The new Web will be ubiquitous, always accessible, and always "on." People will be online everywhere—in hotel rooms, on airplanes, in lobbies, conventions, at work and at play, and everywhere in between.

Brave New World? Not Quite

There's a fly in the digital ointment. In fact, there are three of them. Their names are spam, privacy, and security.

In keeping with U.S. federal decree, the position of every new cell phone must be able to be located within 100 yards. That distance will be shortened to 100 feet if the federal government has its way.

What does this mean to you? Spam!

Picture this. You just came off your flight and are headed for the baggage claim area. You pass the snack shop and your phone rings. It's the snack shop, offering you the special of the day. You walk on and pass the parade of rental car counters. Your cell phone beeps and an instant message pops up on your screen, offering you an exclusive discount on an Avis rental car. As you can imagine, this kind of personal intrusion is already happening. Cell phone users in Phoenix recently got spammed by a mortgage company offering low home-refinancing rates.

As annoying as that is, it can get worse.

When peer-to-peer technology arrives on wireless devices such as cell phones, you could easily set up a virtual private network between friends and family. You can stay in touch with the latest news, plan events, and swap private information—all over your own private network—but so can unwanted guests such as computer hackers. You see, the Internet was built as an open system. Great for the idealist who wants to exchange information free from the shackles of centralized information systems. But to a person responsible for the soundness of a network, it's a security nightmare.

It's a lot easier to build a secure system first, locking out everyone and everything, and then open carefully controlled holes to the system that allow access. But the Internet wasn't built that way. It was built as an open system first, free of security blocks that later had to be added piecemeal. Now security and privacy professionals have quite a challenge on their hands: how to make a system built on open access secure enough for commerce and protecting individual privacy. And that will not be easy.

The World Wide Web as we know it today is dead. The new Web is just being born.

  • + Share This
  • 🔖 Save To Your Account

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020