About Web 3.0

From 36 KR Weekly: http://vdisk.weibo.com/s/c6RA6

The mobile age is approaching. A basic framework for the development of science and technology in the past 20 years can be described:

• Web 1.0 era Based on Network Interconnection
• Social networking-based Web2.0 Era
• Mobile Web 3.0 Era

The Web 3.0 era evolved based on WEB 1.0 and web 1.0, but it also contains the following characteristics that are not available in the 2.0 and eras:

• Real-time
• Anytime, anywhere
• Location sensing
• Sensor
• Customized small screen
• High-quality photo and recording equipment

What are the above characteristics of the current industry giants and the future of Industrial disruption, are there any hints? The answer is yes, and mainly reflected in two aspects:
1. Will you design a user experience on a "small screen?The tailored small screen on the mobile end provides new opportunities for new competitors to create new values and experiences that are different from those of existing giants. We know that many businesses are based on PC-first ideas, and based on such a design concept: more and more information is installed on the larger and larger screens. Look at the fancy pages on the Facebook page, and you will understand that all kinds of birthday, events, status updates, advertisements, chats, and other information are filled with the whole page.

But for a company like Facebook, it is very difficult to design a mobile user experience because the mobile screen is very small-you have no way to compress all the information into one, put all on the small screen of the phone. On the contrary, for emerging mobile companies, as long as they design the user experience concise and interesting, they may rise. Instagram, which was acquired by Facebook, is a good example: Instagram advocates a picture, instead of a large amount of information on a small screen. In addition to Instagram, new and expensive mobile terminals, and Foursquare,
Path, foodspotting, Banjo, pulse, etc. All these companies focus on the mobile end, in order to find a group of new users different from the PC end and create their own brands.

2. Do not play with you: mobile can bring more, real-time transactions and businessIn fact, whether it's a rising star like path or a social giant like Facebook, the true core is how to make money on mobile terminals. Compared with the profit model we have seen on the PC end, the profit model on the mobile end may develop in a new direction. Specifically, the key to making profits on the mobile end is to bring more practical and specific value to your users, your partners, and sellers.

Why? In the Web 1.0 era, Google's popularity came from its introduction of the "pay-as-you-go" advertising model. For the time being, Google's advertising model was a major breakthrough because its charges were based on users who were really interested in advertising. For Advertisers, this means that they do not need to make advertisements on TV, paper media, and other platforms, but directly put the advertisements in front of users who search for the relevant content. In addition, merchants only need to pay for Google based on the number of users who actually click the advertisement. This can be said to be a great optimization to evaluate the advertising effect. For these customers and sellers, Google
Services make them cost-effective and value-for-money.

In the Web 2.0 era, Facebook displays advertisements based on users' interests. This pattern is logically similar to Google's advertising pattern, that is, it is presented to users about the degree of connection. However, it further expands on Facebook to know what we like in our daily lives, what do our friends like, because it can collect a large amount of demographic data about users, the opportunity for advertisers will also come. I believe that as Facebook further optimizes its own advertising model, its advertising business will continue to develop.

Where is the Web 3.0 innovation? In the Web 3.0 era, user experience has been greatly changed, which brings new opportunities for advertisers. Now, we can not only use the social map data on Facebook, but also use a lot of real-time information about the physical world, such as your current location and current weather conditions, traffic conditions, local merchants, nearby friends, the frequency of your trip to a certain place or a store, and so on, to serve advertisements. For Advertisers, this means they are more likely to reach a deal with users immediately, and it is based on real-world transactions. The existence of such transactions also led us to think about the question: if you can get a real customer, why do you have to pay for a user's click behavior? This is a new opportunity for advertisers, brands, and sellers on the mobile end. In the past, the Internet had to improve and evolve according to the click-paid advertising model.

Here we will introduce two companies based on this advertising model: Waze and shopkick. Waze provides users with social map and GPS services. It provides real-time traffic information and routing and navigation services. The number of users has exceeded
Over 20 million. As users rely more and more on Waze to find the fastest and smoothest routes, Waze will now provide users with the lowest price and gas station information along the road. It can be said that the real value that Waze brings to users brings to their businesses a real transaction volume.

Shopkick is an application that gamizes users' Shopping Behaviors in retail stores. You can receive rewards by completing different tasks or requests. Shopkick shows the fact that sellers in retail stores
Shopkick users consume more in-store than other users-shopkick achieves this by means of various interactions and increases their engagement at the time of purchase. Similarly, the real value shopkick brings to users brings to their businesses a real transaction volume.

End:Finally, we can say that Web 3.0 shows new possibilities and makes us very excited. However, in the Web 3.0 era, it is not that easy to get real profits by bringing real value to users. For those PC-first companies, copying their advertising platforms on the PC end to the mobile end is not the answer. The key to making profits through mobile advertisements is to shorten the cycle of actual transactions between users and sellers. Those companies that can truly solve this need will become the biggest winners of the web era. What are the shortcuts to success? One answer is great innovation, and the other is to copy others' great innovations. This is much easier than you think, and it is often a shorter and more reliable way to get the first barrel of gold.