Wired the web is dead
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The document discusses how the open web is evolving into walled gardens controlled by large companies, with consumers preferring simpler app-based services over complex websites. It notes that while apps saw explosive growth, most are rarely used after being downloaded and few are profitable. This raises questions about the future of apps and whether companies should continue prioritizing app development over open web experiences. The conclusion is that platforms and how consumers access information will continue changing, so companies need a broad interactive and traditional media strategy to stay in front of emerging trends.
Wired the web is dead
- 2. Things to know.The web was and is open.Google found a way to control it and own it.Today the web is being fine-tuned to shape the way we communicate, spend moneyand connect with the world around us.
- 3. What does it all mean?
- 4. UsConsumersAs much as we love the open,unfettered web we’re abandoning itfor simpler, sleeker servicesthat just work. – Chris Anderson Wired
- 5. Then vs. Now
- 6. UsWe are downloading more apps than ever, why?Downloaded Code vsLocal Code
- 7. ThemBusinessmenChaos isn’t a business model.A new breed of media moguls is bringing order-and-profits to thedigital world. – Michael Wolff Wired
- 8. Then vs. Now
- 9. ThemBusiness of the web has matured back to theall or nothing approach of traditional media.Facebook - socialPlaces, Sharing, Photos, Games, Connect, Advertising, CreditsApple -mediaMusic, TV, Movies, Games, iAds, Software, Hardware
- 10. UsThemDownloading AppsWilling to payUsing ‘Services’Just make it workEasier to Navigate (UI and UX)Centralized controlStrategic brillianceRigid standards
- 11. It’s now the web’sturn to face the pressure of profitsand facethe walled gardensthat bring them. - Wired
- 12. BeforeAfterRailroads - 186Telephone – 6000Electricity – 100’sWeb - MillionsRailroads – 7Telephone – 15Electricity – 16Web - ???
- 13. Is the webgoing to just get smaller?
- 14. Or do we have long way to go?
- 15. The great app bubble.
- 16. How many appsdo you own?
- 17. How many do you actually use?
- 18. Usage?20% of free apps are not used after the 1st day of being downloadedBy day 30, less than 5% are still usingthat free appPaid applications are slightly better but drop off just as fast after 11 days of usage. - Pinch Media
- 19. Cost?Average app costs $35,000 to buildPaid apps making - $682 per year (median) after Apple takes its cut. - Tomi T. Ahonen and Alan Moore
- 20. Profits?Apple gave out 1 Billion dollars of profit last year from apps.But with 225,000+ applications that means about $4,444 per app. - Tomi T. Ahonen and Alan Moore
- 21. FloodAt a rate of 2 seconds per app. It would take someone 34 hours to see every free app.Steve Jobs said 15,000 apps are being submitted each week
- 22. It’s basically ‘ditto’for android.
- 23. Does this meancompaniesshould stopmaking apps?
- 24. And what doapps mean to ourclients?
- 25. FutureM-Commerce (Mobile Ecommerce)$25 million in 2008 - $141 million in 2009Expecting close to $500 Million in 2010Globally expecting $119 Billion by 2015 - Pay Pal
- 26. App Shopping vs Mobile ShoppingSimilar to your neighborhood product stores. Where users are coming in looking for a specific product and leaving.Mobile is searchable and crawlable website for new customers to stumble into easier
- 27. What can we learnfrom all this?
- 28. Browser? or App?We have to reach our customer where they want to be reached.Its going to keep changing, this isn’t close to being over!
- 29. Platform vs. OpenThe story of the Web is going to continue to evolve for years to come.We are 18 years in and no standards are in sight.
- 30. Broader is betterTraditional – TV, Radio, Print, Billboards, In-Store and Direct MailInteractive – Social Media, Online Video, Streaming Audio, Mobile Apps, Mobile Sites, Display Ads and EmailWe have to be in front of whatever is next.
Editor's Notes
- #2: Intro: Wired made a bold statement that caused many people to respond and in a big way. Is the web dead? They are making claims that we are making a move to the the app driven world and that we will no longer be using the web as we did before. Are we confused that we are still using the WEB but we are just using the NET aka services.Question: Who has actually read the article?
- #4: Is it the users fault for downloading app after app and leaving the web?Or is the smarty businessmen locking down services and building them into our lives in intelligent ways?
- #6: Magazines before rss feeds now.Free = ad supportedHulu is now a FreemiumFreemium = most popular for startups. Used by pandora, flickr, linkedin, skype
- #7: You can now access services faster and with more features than ever before with exposed API’s or ways to connect with their services than ever.
- #9: New leaders are risingGOOGLE – FACEBOOK (Started as 20 in ‘04)NETSCAPE – APPLEBUILT NAPSTER – SPOTIFY MUSIC SERVICE (started @ 14)INVESTOR of google, apple, paypal, apple, cisco, youtube – INVESTOR of facebook, zynga and grouponEvan Williams built BLOGGER. THEN - NOW built Twitter and is the CEO
- #10: Facebook – Places (Geo Location), Sharing your life, Sharing your interests, connecting on a broadscaleApple and Steve Jobs are now the center of our media world with all things being interwoven through their company.
- #11: USWe are willing to pay for apps that just work for accessibility. We want it now and we want it to work.We are using open services such as Skype, Twitter, Pandora , Facebook Connect and moreTHEMMaking pages smarter and easier to use for ALL consumersFinding ways to centralize the data with Content Management systemsAnd people like Mark Zukerberg are building platforms that we now feel are the center of our world and pulling us away from traditional media
- #12: Time to ask a few questions.
- #13: If you notice all these industries have streamlined with the help of investors, regulations and just a more precise process from the controllers.
- #14: I doubt it we still have post cards and land line telephones.
- #15: It seems like everyone is going to have an opinion about the future of the interactive world. Who is right? And what will be the winner?
- #16: But wait Fast Company decided we are in the great app bubble. Is this the return of the late 90’s and the early 2000’s?
- #17: Is it the users fault for downloading app after app and leaving the web?Or is the smarty businessmen locking down services and building them into our lives in intelligent ways?
- #24: Does this mean companies should stop making apps? Unfortunately, no. Until the bubble bursts, apps are the only mobile game in town. And without a doubt the future of digital is the ubiquitous, pocket-sized screen. What's needed are apps tied to real business models that have real ROI.And, companies should build apps with their eyes open about what they realistically expect to accomplish with what they develop. Having an app for an app's sake is not enough.
- #25: Apps mean a deeper connection to the brand by making the connection mobile and accessible wherever they are. They don’t have to just be on the internet they can connect any time any where they want.
- #27: Similar to your neighborhood product stores. Where users are coming in looking for a specific product and leaving.Also for shoppers looking for a more advanced interface tailored to the brand experience. Stripped down experiences built on HTML and Javascript tailored for mobile shoppingEnormous flexibility and much larger reach.Customers don’t need to download an app from an app store to begin shopping
- #28: This Browser vs. App war is not over. Its not time to drop the web today and move to the app world nor will it ever be. But its more and more important everyday that we reach out to our clients and let them know how important it is to allow their users to connect with their brand in whatever way they see fit. The broader is better method is the only way to go in the digital world. All we can do is help shape their world on each rising platform and help them continue to make educated decisions on where they need to be spending money. Connecting with brands in the interactive space can be a lot like traditional media. Where traditional media is TV, Radio, Print, Billboards, In-Store and Direct Mail. Interactive is now about telling a unique story on each platform such as Facebook, Twitter, Youtube, Pandora, Display ads, Apps, Mobile Sites, Microsites and more. And we have to make sure we tell our brands story appropriately on all of those medians to be successful.
- #31: Just as we learned in traditional we are learning in digital that its taking more precise decisions and a broader approach to win.We have to win on all mediums to win the over battle for our brand.