Discover the Realtime® Live Web

White Paper
for CEOs,
Business Leaders
and Innovators

January 2013

The Live Web is about to
change the current static
web where content is
only refreshed after a
request and response
from a server to
genuinely go live with
scalable real-time
connectivity between
masses of users and
devices.
Intended readership
This paper is aimed at those who
wish to be informed and to act on
opportunities created by
disruptive changes affecting the
web right now as you are reading
this. It is a high-level paper that
seeks to explain the issues and
business opportunities that justify
the move to a Realtime® Live Web
environment. This paper asks you
to consider what this massive
improvement to the web could do
for your business.
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Discover the Realtime® Live Web
Executive Summary
This real-time Live Web makes web content completely dynamic and
the actions of all visitors visible and influenceable as they navigate the
site. The Live Web delivers far greater control to the site owner
enabling real-time monitoring and business rules to be used to offer
highly appropriate content and offers based on the users’ current
location and behavior as well as linking them to historic and personal
information. Realtime® has developed a ground-breaking platform
and app for publishing monitoring and interacting in real-time with
your website visitors that delivers true live and unlimited engagement.
This technology is easily adopted and incorporated to current
websites, making the Live Web possible. A significant number of first
moving leaders and innovators are already leveraging this new
competitive advantage getting great business through adopting the
real- time concept and we urge you to think about its implications for
yours.
Introduction
There are radical changes underway that affect the web-mobile-social
ecosystem and these offer very significant business opportunities for
those that embrace them.
The degree of Connectivity and Convergence shown by the rise of all
manner of connected devices that Cisco believes will jump from 14 Billion
today to 50 Billion by 2015 means that the amount of web traffic will
continue to explode. The massive increase in e-commerce and e-retailing
will see the online user experience needing to move closer to the in-store
physical experience with far greater personalization, guidance and
support as a result. All this is great for business adding increased load to
to the web infrastructure.
Fortunately, the greatest change in the move to the Live Web is that it will
not only enable greater connectivity but also support unlimited
scalability.
What do we mean by that and why does it matter now?
The current web called 2.0 is static. That is web content only changes
when you refresh a web page or request updates with the connection
between web and server being uni- directional and not persistent. It’s a
bit like using a walkie-talkie to get updates. If you do this very frequently
you can give the impression of nearly offering updates in real-time but
the reality is that they are always lagging behind being truly live updates.
This request and response model involves making a vast number of very
inefficient requests that
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send masses of data back and forwards between web-pages and servers
even if nothing has actually changed. This adds a huge burden to web
servers and bandwidth and makes this sort of near real-time refreshing
extremely expensive in terms of infrastructure.
So the current web isn’t very suited to supporting huge numbers of
totally connected users and devices that can make use of live real-time
information.

Figure 1: Near - Real Time Traffic Going Back and Forth

You take the same Introducing The Live Web

websites and link them to
The live web is ground-breaking.
Realtime® Framework and You take the same websites and link them to Realtime® Framework and
Apps that add a Apps that add a connectivity layer with bi-directional channels that
connectivity layer with persistently connect every user and every server. Instead of having to
send requests back to the server with inflated headers and footers that
bi-directional channels identify what’s being requested, updates are pushed live down each
that persistently connect channel and update the content instantly in genuine real-time.
every user and every This is so efficient that massive numbers of users can be connected to
each other and their actions and behaviors can be shared or monitored
server. in real-time. The technology Framework that makes this possible is
hugely performant and scalable enabling unlimited growth in terms of
connectivity. The technical changes required to the website are very
straightforward, secure and simple to implement and are explained in
our associated technical white paper.

Figure 2: Realtime® Framework: Product Positioning and Technology White Paper 3

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Ok very clever, but what does it offer in improved user

experience and customer experience or digital growth?
Knowing what people are doing right now is far more valuable than
knowing what they have done, even in the recent past. Most analytics
are historic, so you have visitor information after the events have taken
place which means that you can only follow up with appropriate offers,
content and advice after they have left your website.

Since a lost visitor is potential lost business, this is not enough.

Turning an The Realtime® Web tracks each user individually up to the millisecond as
they move through your website and knows exactly what they are
anonymous visitor focused on and what actions they are taking. You can determine what
different groups of users are doing filtered by geography, current actions
into an engaged or the path and the time they are taking to do it. This offers powerful
buyer is a lot opportunities to add incentives to buy and cross sell and up-sell at the
time they make buying decisions. It also gives you the chance to give
easier if you know them guidance and advice at the time they are researching their

who they are and purchasing decisions. Turning an anonymous visitor into an engaged
buyer is a lot easier if you know who they are and what they like.
what they like.
Putting you back in control of the interactions.

With the web 2.0 the site owner was never fully in control of what went
on. They couldn’t react fast enough to activity and were forever playing
catch-up with follow up offers and actions. The Live Web 3.0 means that
you have complete control over what you are offering your customers
and can incentivize them in real-time to make the choices that are most
valuable to them or to you.

In March 2012 the BBC noted that “the consumer is in the driving seat
and they are getting used to technologies like the twitter feed with
near-realtime updates on facebook and this level of immediacy is fast
becoming the accepted norm”.

Considering that today’s consumers’ lust for information, expect 24/7

availability and required immediate feedback, there was no current
technological answer to this expected level of service.
Realtime® technology is the only platform that shifts the balance of
power of the web from the anonymous crowd back to the website
owner by allowing true real-time monitoring, interaction and
automation with website visitors just like in a brick-and-mortar store.

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What else can The scope of digital marketing continues to increase

revealing the need for critical integrated marketing
the Realtime® management for different processes and areas.
web enable? Realtime® technology leverages new digital marketing
territories, empowering cost-effective, sustainable and
integrated marketing management

• Publishers can use Realtime® to push live data feeds into their editorial
content, providing instant richer information to readers.

• Data feeds may include live financial market information, social

interaction, commenting & reviewing, Realtime® rankings & polls, or any
other information needed.

• Media publishers can finally implement the concept of co-creation of

content, gathering readers as additional editors.

• Retailers, ticketing companies or anyone who deals in sales of stock,

can provide can provide up-to-the-second context information to enrich
and induce decisions or even dynamic pricing based on current supply
and demand.

• Transport and logistics companies can provide live data streams of

service updates, to manage supply-chains in real-time.

• Any website can access granular one-by-one visitor connected

presence and behavior monitoring, including navigation patterns and
conversion funnels.

• Any website can pre-define or customize on-the-fly multimedia content

push to visitors with the ability to automate based on rules and
conditions.
• Any website can provide up to the millisecond Live Data and behavior
to seamlessly integrate with third-party systems such as CRM, BI or Big
Data.

We consider that those who understand and are early to take

advantage of the Live Web 3.0 will gain very significant
first-mover advantage in each industry.

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Is this all The live web is here now and being used across the world by a
significant number of innovative major corporations.

proven? TMN is a great example. The leading mobile communications opera-

tor in Portugal, with an excess of 5 million clients is using Realtime®
technology on their online store. During a test-period targeted
Realtime® content push to visitors, including a promotional voucher,
increasing sales by nearly 300% overall and average sales ticket by
20%.

Realtime® technology means business.

At the end of the day Realtime® TMN quickly understood key perfor-
mance indicators were changing:

x5 CR Conversion Rate
Average Visitor Duration increased 10x, reflecting extended user
engagement.

+22% AOV Average Order Value

Navigation Depth increased 5x, reflecting deeper interest and
reflecting increased product interest.

-17% BR Bounce Rate

Repeat Visits increased by 34%, reflecting improved loyalty and
re-purchase.

Conclusion
The Live Web has been enabled by IBT’s Realtime® and is here now.
This ground-breaking technology delivers true live and unlimited
engagement and interaction.
A significant number of fast moving leaders and innovators are already
leveraging this new competitive advantage getting positive customer
experience and improved business with major increases in profitability.
We urge you to look carefully at this opportunity and consider the
advantages you could gain from its early adoption. RIGHT NOW!

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current view of IBT, S.A. on the issues discussed as of
the date of publication. It should not be interpreted to
be a commitment on the part of IBT and IBT cannot
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after the date of publication.
This White Paper is for informational purposes only.
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DOCUMENT.
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