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The Implicit Web

Its closer than you think 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
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. Tagging Rating Creating profiles Listing Mapping ...

Is it Web 2.0?
The Implicit Web is different. Click stream data Attention data Location tracking ...

Is it Web 2.0?
The Implicit Web is different.
Explicit above-the-flow 1. bookmarking and tagging 2. blog posting and commenting 3. rating and reviewing 4. buying 5. IM 6. emails 7. documents Implicit in-the-flow 1. links followed 2. videos seen, music listened to 3. feeds read 4. places visited 5. events attended 6. browser history

1. Transparent Office Michael Idinopulos 2. Attention Economy (III), WorkingCogs

It is important because...
Explicit Information

Implicit 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

Benefits
Control information overload Personalisation Contextual recommendations Immersive experience

Amazon Recommendation algorithms based on books or products you browse through

Last.fm Recommends music based on what you already like

Challenges
mobile device IE data on mobile device

Data Silos At user end

work PC

FireFox

documents on PC

home PC

mobile browser

documents online

user

Challenges
Amazon Flickr blogs posted pages browsed (books bought) (pictures uploaded)

Data Silos At web sites

Netflix Tivo iTunes (movies seen) (shows watched) (music heard)

...

FB profile

LinkedIn profile YouTube (videos uploaded)

...

user

Challenges
Privacy
Transparency User control at all times Opt-in Standards based certifying authority

Overlap
Implicit 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-flowand.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/implicitweb-ph.html [15] Privacy and the implicit web, Pete Warden, http://petewarden.typepad.com/searc hbrowser/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.
rajeev@hooeey.com