| I. The Genetic BlueprintA decade after the | | | | the needed software, broken to its elements |
| invention of the World Wide Web, Tim | | | | (=applets, small applications). Anytime the |
| Berners-Lee is promoting the "Semantic Web". | | | | user wishes to use one of the functions of |
| The Internet hitherto is a repository of | | | | the application, he will siphon it off the |
| digital content. It has a rudimentary | | | | central computer. When finished - he will |
| inventory system and very crude data location | | | | "return" it. Processing speeds and response |
| services. As a sad result, most of the | | | | times will be such that the user will not |
| content is invisible and inaccessible. | | | | feel at all that he is not interacting with |
| Moreover, the Internet manipulates strings of | | | | his own software (the question of ownership |
| symbols, not logical or semantic | | | | will be very blurred). This technology is |
| propositions. In other words, the Net | | | | available and it provoked a heated debated |
| compares values but does not know the meaning | | | | about the future shape of the computing |
| of the values it thus manipulates. It is | | | | industry as a whole (desktops - really power |
| unable to interpret strings, to infer new | | | | packs - or network computers, a little more |
| facts, to deduce, induce, derive, or | | | | than dumb terminals). Access to online |
| otherwise comprehend what it is doing. In | | | | applications are already offered to corporate |
| short, it does not understand language. Run | | | | users by ASPs (Application Service |
| an ambiguous term by any search engine and | | | | Providers).In the last few years, scientists |
| these shortcomings become painfully evident. | | | | have harnessed the combined power of online |
| This lack of understanding of the semantic | | | | PC's to perform astounding feats of |
| foundations of its raw material (data, | | | | distributed parallel processing. Millions of |
| information) prevent applications and | | | | PCs connected to the net co-process signals |
| databases from sharing resources and feeding | | | | from outer space, meteorological data, and |
| each other. The Internet is discrete, not | | | | solve complex equations. This is a prime |
| continuous. It resembles an archipelago, with | | | | example of a collective brain in action.B. |
| users hopping from island to island in a | | | | The Intranet - a Logical Extension of the |
| frantic search for relevancy.Even visionaries | | | | Collective ComputerLANs (Local Area Networks) |
| like Berners-Lee do not contemplate an | | | | are no longer a rarity in corporate offices. |
| "intelligent Web". They are simply proposing | | | | WANs (wide Area Networks) are used to connect |
| to let users, content creators, and web | | | | geographically dispersed organs of the same |
| developers assign descriptive meta-tags | | | | legal entity (branches of a bank, daughter |
| ("name of hotel") to fields, or to strings of | | | | companies of a conglomerate, a sales force). |
| symbols ("Hilton"). These meta-tags (arranged | | | | Many LANs and WANs are going wireless.The |
| in semantic and relational "ontologies" - | | | | wireless intranet/extranet and LANs are the |
| lists of metatags, their meanings and how | | | | wave of the future. They will gradually |
| they relate to each other) will be read by | | | | eliminate their fixed line counterparts. The |
| various applications and allow them to | | | | Internet offers equal, platform-independent, |
| process the associated strings of symbols | | | | location-independent and time of day - |
| correctly (place the word "Hilton" in your | | | | independent access to corporate memory and |
| address book under "hotels"). This will make | | | | nervous system. Sophisticated firewall |
| information retrieval more efficient and | | | | security applications protect the privacy and |
| reliable and the information retrieved is | | | | confidentiality of the intranet from all but |
| bound to be more relevant and amenable to | | | | the most determined and savvy crackers.The |
| higher level processing (statistics, the | | | | Intranet is an inter-organizational |
| development of heuristic rules, etc.). The | | | | communication network, constructed on the |
| shift is from HTML (whose tags are concerned | | | | platform of the Internet and it, therefore, |
| with visual appearances and content indexing) | | | | enjoys all its advantages. The extranet is |
| to languages such as the DARPA Agent Markup | | | | open to clients and suppliers as well.The |
| Language, OIL (Ontology Inference Layer or | | | | company's server can be accessed by anyone |
| Ontology Interchange Language), or even XML | | | | authorized, from anywhere, at any time (with |
| (whose tags are concerned with content | | | | local - rather than international - |
| taxonomy, document structure, and semantics). | | | | communication costs). The user can leave |
| This would bring the Internet closer to the | | | | messages (internal e-mail or v-mail), access |
| classic library card catalogue.Even in its | | | | information - proprietary or public - from |
| current, pre-semantic, hyperlink-dependent, | | | | it, and participate in "virtual teamwork" |
| phase, the Internet brings to mind Richard | | | | (see next chapter).The development of |
| Dawkins' seminal work "The Selfish Gene" | | | | measures to safeguard server routed |
| (OUP, 1976). This would be doubly true for | | | | inter-organizational communication |
| the Semantic Web.Dawkins suggested to | | | | (firewalls) is the solution to one of two |
| generalize the principle of natural selection | | | | obstacles to the institutionalization of |
| to a law of the survival of the stable. "A | | | | Intranets. The second problem is the limited |
| stable thing is a collection of atoms which | | | | bandwidth which does not permit the efficient |
| is permanent enough or common enough to | | | | transfer of audio (not to mention video).It |
| deserve a name". He then proceeded to | | | | is difficult to conduct video conferencing |
| describe the emergence of "Replicators" - | | | | through the Internet. Even the voices of |
| molecules which created copies of themselves. | | | | discussants who use internet phones (IP |
| The Replicators that survived in the | | | | telephony) come out (though very slightly) |
| competition for scarce raw materials were | | | | distorted.All this did not prevent 95% of the |
| characterized by high longevity, fecundity, | | | | Fortune 1000 from installing intranet. 82% of |
| and copying-fidelity. Replicators (now known | | | | the rest intend to install one by the end of |
| as "genes") constructed "survival machines" | | | | this year. Medium to big size American firms |
| (organisms) to shield them from the vagaries | | | | have 50-100 intranet terminals per every |
| of an ever-harsher environment.This is very | | | | internet one.One of the greatest advantages |
| reminiscent of the Internet. The "stable | | | | of the intranet is the ability to transfer |
| things" are HTML coded web pages. They are | | | | documents between the various parts of an |
| replicators - they create copies of | | | | organization. Consider Visa: it pushed 2 |
| themselves every time their "web address" | | | | million documents per day internally in |
| (URL) is clicked. The HTML coding of a web | | | | 1996.An organization equipped with an |
| page can be thought of as "genetic material". | | | | intranet can (while protected by firewalls) |
| It contains all the information needed to | | | | give its clients or suppliers access to |
| reproduce the page. And, exactly as in | | | | non-classified correspondence, or inventory |
| nature, the higher the longevity, fecundity | | | | systems. Many B2B exchanges and |
| (measured in links to the web page from other | | | | industry-specific purchasing management |
| web sites), and copying-fidelity of the HTML | | | | systems are based on extranets.C. The |
| code - the higher its chances to survive (as | | | | Transport of Information - Mail and ChatThe |
| a web page).Replicator molecules (DNA) and | | | | Internet (its e-mail function) is eroding |
| replicator HTML have one thing in common - | | | | traditional mail. 90% of customers with |
| they are both packaged information. In the | | | | on-line access use e-mail from time to time |
| appropriate context (the right biochemical | | | | and 60% work with it regularly. More than 2 |
| "soup" in the case of DNA, the right software | | | | billion messages traverse the internet |
| application in the case of HTML code) - this | | | | daily.E-mail applications are available as |
| information generates a "survival machine" | | | | freeware and are included in all browsers. |
| (organism, or a web page).The Semantic Web | | | | Thus, the Internet has completely assimilated |
| will only increase the longevity, fecundity, | | | | what used to be a separate service, to the |
| and copying-fidelity or the underlying code | | | | extent that many people make the mistake of |
| (in this case, OIL or XML instead of HTML). | | | | thinking that e-mail is a feature of the |
| By facilitating many more interactions with | | | | Internet.The internet will do to phone calls |
| many other web pages and databases - the | | | | what it has done to mail. Already there are |
| underlying "replicator" code will ensure the | | | | applications (Intel's, Vocaltec's, Net2Phone) |
| "survival" of "its" web page (=its survival | | | | which enable the user to conduct a phone |
| machine). In this analogy, the web page's | | | | conversation through his computer. The voice |
| "DNA" (its OIL or XML code) contains "single | | | | quality has improved. The discussants can cut |
| genes" (semantic meta-tags). The whole | | | | into each others words, argue and listen to |
| process of life is the unfolding of a kind of | | | | tonal nuances. Today, the parties (two or |
| Semantic Web.In a prophetic paragraph, | | | | more) engaging in the conversation must |
| Dawkins described the Internet:"The first | | | | possess the same software and the same |
| thing to grasp about a modern replicator is | | | | (computer) hardware. In the very near future, |
| that it is highly gregarious. A survival | | | | computer-to-regular phone applications will |
| machine is a vehicle containing not just one | | | | eliminate this requirement. And, again, |
| gene but many thousands. The manufacture of a | | | | simultaneous multi-modality: the user can |
| body is a cooperative venture of such | | | | talk over the phone, see his party, send |
| intricacy that it is almost impossible to | | | | e-mail, receive messages and transfer |
| disentangle the contribution of one gene from | | | | documents - without obstructing the flow of |
| that of another. A given gene will have many | | | | the conversation.The cost of transferring |
| different effects on quite different parts of | | | | voice will become so negligible that free |
| the body. A given part of the body will be | | | | voice traffic is conceivable in 3-5 years. |
| influenced by many genes and the effect of | | | | Data traffic will overtake voice traffic by a |
| any one gene depends on interaction with many | | | | wide margin.The next phase will probably |
| others...In terms of the analogy, any given | | | | involve virtual reality. Each of the parties |
| page of the plans makes reference to many | | | | will be represented by an "avatar", a 3-D |
| different parts of the building; and each | | | | figurine generated by the application (or the |
| page makes sense only in terms of | | | | user's likeness mapped and superimposed on |
| cross-reference to numerous other pages."What | | | | the the avatar). These figurines will be |
| Dawkins neglected in his important work is | | | | multi-dimensional: they will possess their |
| the concept of the Network. People congregate | | | | own communication patterns, special habits, |
| in cities, mate, and reproduce, thus | | | | history, preferences - in short: their own |
| providing genes with new "survival machines". | | | | "personality".Thus, they will be able to |
| But Dawkins himself suggested that the new | | | | maintain an "identity" and a consistent |
| Replicator is the "meme" - an idea, belief, | | | | pattern of communication which they will |
| technique, technology, work of art, or bit of | | | | develop over time.Such a figure could host a |
| information. Memes use human brains as | | | | site, accept, welcome and guide visitors, all |
| "survival machines" and they hop from brain | | | | the time bearing their preferences in its |
| to brain and across time and space | | | | electronic "mind". It could narrate the news, |
| ("communications") in the process of cultural | | | | like the digital anchor "Ananova" does. |
| (as distinct from biological) evolution. The | | | | Visiting sites in the future is bound to be a |
| Internet is a latter day meme-hopping | | | | much more pleasant affair.D. The Transport of |
| playground. But, more importantly, it is a | | | | Value - E-cashIn 1996, four corporate giants |
| Network. Genes move from one container to | | | | (Visa, MasterCard, Netscape and Microsoft) |
| another through a linear, serial, tedious | | | | agreed on a standard for effecting secure |
| process which involves prolonged periods of | | | | payments through the Internet: SET. Internet |
| one on one gene shuffling ("sex") and | | | | commerce is supposed to mushroom to $25 |
| gestation. Memes use networks. Their | | | | billion by 2003. Site owners will be able to |
| propagation is, therefore, parallel, fast, | | | | collect rent from passing visitors - or fees |
| and all-pervasive. The Internet is a | | | | for services provided within the site. Amazon |
| manifestation of the growing predominance of | | | | instituted an honour system to collect |
| memes over genes. And the Semantic Web may be | | | | donations from visitors. PayPal provides |
| to the Internet what Artificial Intelligence | | | | millions of users with cash substitutes. |
| is to classic computing. We may be on the | | | | Gradually, the Internet will compete with |
| threshold of a self-aware Web.2. The Internet | | | | central banks and banking systems in money |
| as a Chaotic LibraryA. The Problem of | | | | creation and transfer.E. The Transport of |
| CataloguingThe Internet is an assortment of | | | | Interactions - The Virtual OrganizationThe |
| billions of pages which contain information. | | | | Internet allows for simultaneous |
| Some of them are visible and others are | | | | communication and the efficient transfer of |
| generated from hidden databases by users' | | | | multimedia (video included) files between an |
| requests ("Invisible Internet").The Internet | | | | unlimited number of users. This opens up a |
| exhibits no discernible order, | | | | vista of mind boggling opportunities which |
| classification, or categorization. Amazingly, | | | | are the real core of the Internet revolution: |
| as opposed to "classical" libraries, no one | | | | the virtual collaborative ("Follow the Sun") |
| has yet invented a (sorely needed) Internet | | | | modes.Examples:A group of musicians is able |
| cataloguing standard (remember Dewey?). Some | | | | to compose music or play it - while spatially |
| sites indeed apply the Dewey Decimal System | | | | and temporally separated;Advertising agencies |
| to their contents (Suite101). Others default | | | | are able to co-produce ad campaigns in a real |
| to a directory structure (Open Directory, | | | | time interaction;Cinema and TV films are |
| Yahoo!, Look Smart and others).Had such a | | | | produced from disparate geographical spots |
| standard existed (an agreed upon numerical | | | | through the teamwork of people who never |
| cataloguing method) - each site could have | | | | meet, except through the Net.These examples |
| self-classified. Sites would have an interest | | | | illustrate the concept of the "virtual |
| to do so to increase their visibility. This, | | | | community". Space and time will no longer |
| naturally, would have eliminated the need for | | | | hinder team collaboration, be it scientific, |
| today's clunky, incomplete and (highly) | | | | artistic, cultural, or an ad hoc arrangement |
| inefficient search engines.Thus, a site whose | | | | for the provision of a service (a virtual law |
| number starts with 900 will be immediately | | | | firm, or accounting office, or a virtual |
| identified as dealing with history and | | | | consultancy network). The intranet can also |
| multiple classification will be encouraged to | | | | be thought of as a "virtual organization", or |
| allow finer cross-sections to emerge. An | | | | a "virtual business".The virtual mall and the |
| example of such an emerging technology of | | | | virtual catalogue are prime examples of |
| "self classification" and "self-publication" | | | | spatial and temporal liberation.In 1998, |
| (though limited to scholarly resources) is | | | | there were well over 300 active virtual malls |
| the "Academic Resource Channel" by | | | | on the Internet. In 2000, they were |
| Scindex.Moreover, users will not be required | | | | frequented by 46 million shoppers, who |
| to remember reams of numbers. Future browsers | | | | shopped in them for goods and services.The |
| will be akin to catalogues, very much like | | | | virtual mall is an Internet "space" (pages) |
| the applications used in modern day | | | | wherein "shops" are located. These shops |
| libraries. Compare this utopia to the current | | | | offer their wares using visual, audio and |
| dystopy. Users struggle with mounds of | | | | textual means. The visitor passes through a |
| irrelevant material to finally reach a | | | | virtual "gate" or storefront and examines the |
| partial and disappointing destination. At the | | | | merchandise on offer, until he reaches a |
| same time, there likely are web sites which | | | | buying decision. Then he engages in a |
| exactly match the poor user's needs. Yet, | | | | feedback process: he pays (with a credit |
| what currently determines the chances of a | | | | card), buys the product, and waits for it to |
| happy encounter between user and content - | | | | arrive by mail (or downloads it).The |
| are the whims of the specific search engine | | | | manufacturers of digital products |
| used and things like meta-tags, headlines, a | | | | (intellectual property such as e-books or |
| fee paid, or the right opening sentences.B. | | | | software) have begun selling their |
| Screen vs. PageThe computer screen, because | | | | merchandise on-line, as file downloads. Yet, |
| of physical limitations (size, the fact that | | | | slow communications speeds, competing file |
| it has to be scrolled) fails to effectively | | | | formats and reader standards, and limited |
| compete with the printed page. The latter is | | | | bandwidth - constrain the growth potential of |
| still the most ingenious medium yet invented | | | | this mode of sale. Once resolved - |
| for the storage and release of textual | | | | intellectual property will be sold directly |
| information. Granted: a computer screen is | | | | from the Net, on-line. Until such time, the |
| better at highlighting discrete units of | | | | mediation of the Post Office is still |
| information. So, these differing capacities | | | | required. As long as this is the state of the |
| draw the battle lines: structures (printed | | | | art, the virtual mall is nothing but a |
| pages) versus units (screen), the continuous | | | | glorified computerized mail catalogue or |
| and easily reversible (print) versus the | | | | Buying Channel, the only difference being the |
| discrete (screen).The solution lies in | | | | exceptionally varied inventory.Websites which |
| finding an efficient way to translate | | | | started as "specialty stores" are fast |
| computer screens to printed matter. It is | | | | transforming themselves into multi-purpose |
| hard to believe, but no such thing exists. | | | | virtual malls. Amazon.com, for instance, has |
| Computer screens are still hostile to | | | | bought into a virtual pharmacy and into other |
| off-line printing. In other words: if a user | | | | virtual businesses. It is now selling music, |
| copies information from the Internet to his | | | | video, electronics and many other products. |
| word processor (or vice versa, for that | | | | It started as a bookstore.This contrasts with |
| matter) - he ends up with a fragmented, | | | | a much more creative idea: the virtual |
| garbage-filled and non-aesthetic | | | | catalogue. It is a form of narrowcasting (as |
| document.Very few site developers try to do | | | | opposed to broadcasting): a surgically |
| something about it - even fewer succeed.C. | | | | accurate targeting of potential consumer |
| Dynamic vs. Static InteractionsOne of the | | | | audiences. Each group of profiled consumers |
| biggest mistakes of content suppliers is that | | | | (no matter how small) is fitted with their |
| they do not provide a "static-dynamic | | | | own - digitally generated - catalogue. This |
| interaction".Internet-based content can now | | | | is updated daily: the variety of wares on |
| easily interact with other media (e.g., | | | | offer (adjusted to reflect inventory levels, |
| CD-ROMs) and with non-PC platforms (PDA's, | | | | consumer preferences, and goods in transit) - |
| mobile phones).Examples abound:A CD-ROM | | | | and prices (sales, discounts, package deals) |
| shopping catalogue interacts with a Web site | | | | change in real time. Amazon has incorporated |
| to allow the user to order a product. The | | | | many of these features on its web site. The |
| catalogue could also be updated through the | | | | user enters its web site and there delineates |
| site (as is the practice with CD-ROM | | | | his consumption profile and his preferences. |
| encyclopedias). The advantages of the CD-ROM | | | | A customized catalogue is immediately |
| are clear: very fast access time (dozens of | | | | generated for him including specific |
| times faster than the access to a Web site | | | | recommendations. The history of his |
| using a dial up connection) and a data | | | | purchases, preferences and responses to |
| storage capacity hundreds of times bigger | | | | feedback questionnaires is accumulated in a |
| than the average Web page.Another example:A | | | | database. This intellectual property may well |
| PDA plug-in disposable chip containing | | | | be Amazon's main asset.There is no |
| hundreds of advertisements or a "yellow | | | | technological obstacles to implementing this |
| pages". The consumer selects the ad or entry | | | | vision today - only administrative and legal |
| that she wants to see and connects to the | | | | (patent) ones. Big brick and mortar retail |
| Internet to view a relevant video. She could | | | | stores are not up to processing the flood of |
| then also have an interactive chat (or a | | | | data expected to result. They also remain |
| conference) with a salesperson, receive | | | | highly sceptical regarding the feasibility of |
| information about the company, about the ad, | | | | the new medium. And privacy issues prevent |
| about the advertising agency which created | | | | data mining or the effective collection and |
| the ad - and so on.CD-ROM based encyclopedias | | | | usage of personal data (remember the case of |
| (such as the Britannica, or the Encarta) | | | | Amazon's "Readers' Circles").The virtual |
| already contain hyperlinks which carry the | | | | catalogue is a private case of a new internet |
| user to sites selected by an Editorial | | | | off-shoot: the "smart (shopping) agents". |
| Board.NoteCD-ROMs are probably a doomed | | | | These are AI applications with "long |
| medium. Storage capacity continually | | | | memories".They draw detailed profiles of |
| increases exponentially and, within a year, | | | | consumers and users and then suggest |
| desktops with 80 Gb hard disks will be a | | | | purchases and refer to the appropriate sites, |
| common sight. Moreover, the much heralded | | | | catalogues, or virtual malls.They also |
| Network Computer - the stripped down version | | | | provide price comparisons and the new |
| of the personal computer - will put at the | | | | generation cannot be blocked or fooled by |
| disposal of the average user terabytes in | | | | using differing product categories.In the |
| storage capacity and the processing power of | | | | future, these agents will cover also brick |
| a supercomputer. What separates computer | | | | and mortar retail chains and, in conjunction |
| users from this utopia is the communication | | | | with wireless, location-specific services, |
| bandwidth. With the introduction of radio and | | | | issue a map of the branch or store closest to |
| satellite broadband services, DSL and ADSL, | | | | an address specified by the user (the default |
| cable modems coupled with advanced | | | | being his residence), or yielded by his GPS |
| compression standards - video (on demand), | | | | enabled wireless mobile or PDA. This |
| audio and data will be available speedily and | | | | technology can be seen in action in a few |
| plentifully.The CD-ROM, on the other hand, is | | | | music sites on the web and is likely to be |
| not mobile. It requires installation and the | | | | dominant with wireless internet appliances. |
| utilization of sophisticated hardware and | | | | The owner of an internet enabled (third |
| software. This is no user friendly push | | | | generation) mobile phone is likely to be the |
| technology. It is nerd-oriented. As a result, | | | | target of geographically-specific marketing |
| CD-ROMs are not an immediate medium. There is | | | | campaigns, ads and special offers pertaining |
| a long time lapse between the moment of | | | | to his current location (as reported by his |
| purchase and the moment the user accesses the | | | | GPS - satellite Geographic Positioning |
| data. Compare this to a book or a magazine. | | | | System).F. The Transport of Information - |
| Data in these oldest of media is instantly | | | | Internet NewsInternet news are advantaged. |
| available to the user and they allow for easy | | | | They are frequently and dynamically updated |
| and accurate "back" and "forward" | | | | (unlike static print news) and are always |
| functions.Perhaps the biggest mistake of | | | | accessible (similar to print news), immediate |
| CD-ROM manufacturers has been their inability | | | | and fresh.The future will witness a form of |
| to offer an integrated hardware and software | | | | interactive news. A special "corner" in the |
| package. CD-ROMs are not compact. A Walkman | | | | news Web site will accommodate "breaking |
| is a compact hardware-cum-software package. | | | | news" posted by members of the the public (or |
| It is easily transportable, it is thin, it | | | | corporate press releases). This will provide |
| contains numerous, user-friendly, | | | | readers with a glimpse into the making of the |
| sophisticated functions, it provides | | | | news, the raw material news are made of. The |
| immediate access to data. So does the | | | | same technology will be applied to |
| discman, or the MP3-man, or the new | | | | interactive TVs. Content will be downloaded |
| generation of e-books (e.g., E-Ink's). This | | | | from the internet and displayed as an overlay |
| cannot be said about the CD-ROM. By tying its | | | | on the TV screen or in a box in it. The |
| future to the obsolete concept of | | | | contents downloaded will be directly |
| stand-alone, expensive, inefficient and | | | | connected to the TV programming. Thus, the |
| technologically unreliable personal computers | | | | biography and track record of a football |
| - CD-ROMs have sentenced themselves to | | | | player will be displayed during a football |
| oblivion (with the possible exception of | | | | match and the history of a country when it |
| reference material).D. Online ReferenceA | | | | gets news coverage.4. Terra Internetica - |
| visit to the on-line Encyclopaedia Britannica | | | | Internet, an Unknown ContinentLaymen and |
| demonstrates some of the tremendous, mind | | | | experts alike talk about "sites" and |
| boggling possibilities of online reference - | | | | "advertising space". Yet, the Internet was |
| as well as some of the obstacles.Each entry | | | | never compared to a new continent whose |
| in this mammoth work of reference is | | | | surface is infinite.The Internet has its own |
| hyperlinked to relevant Web sites. The sites | | | | real estate developers and construction |
| are carefully screened. Links are available | | | | companies. The real life equivalents derive |
| to data in various forms, including audio and | | | | their profits from the scarcity of the |
| video. Everything can be copied to the hard | | | | resource that they exploit - the Internet |
| disk or to a R/W CD.This is a new conception | | | | counterparts derive their profits from the |
| of a knowledge centre - not just a heap of | | | | tenants (content producers and distributors, |
| material. The content is modular and | | | | e-tailers, and others).Entrepreneurs bought |
| continuously enriched. It can be linked to a | | | | "Internet Space" (pages, domain names, |
| voice Q&A centre. Queries by subscribers can | | | | portals) and leveraged their acquisition |
| be answered by e-mail, by fax, posted on the | | | | commercially by:Renting space |
| site, hard copies can be sent by post. This | | | | out;Constructing infrastructure on their |
| "Trivial Pursuit" or "homework" service could | | | | property and selling it;Providing an |
| be very popular - there is considerable | | | | intelligent gateway, entry point (portal) to |
| appetite for "Just in Time Information". The | | | | the rest of the internet;Selling advertising |
| Library of Congress - together with a few | | | | space which subsidizes the tenants |
| other libraries - is in the process of making | | | | (Yahoo!-Geocities, Tripod and |
| just such a service available to the public | | | | others);Cybersquatting (purchasing specific |
| (CDRS - Collaborative Digital Reference | | | | domain names identical to brand names in the |
| Service).E. Derivative ContentThe Internet is | | | | "real" world) and then selling the domain |
| an enormous reservoir of archives of freely | | | | name to an interested party.Internet Space |
| accessible, or even public domain, | | | | can be easily purchased or created. The |
| information.With a minimal investment, this | | | | investment is low and getting lower with the |
| information can be gathered into coherent, | | | | introduction of competition in the field of |
| theme oriented, cheap compilations (on | | | | domain registration services and the increase |
| CD-ROMs, print, e-books or other media).F. | | | | in the number of top domains.Then, |
| E-PublishingThe Internet is by far the | | | | infrastructure can be erected - for a |
| world's largest publishing platform. It | | | | shopping mall, for free home pages, for a |
| incorporates FAQs (Q&A's regarding almost | | | | portal, or for another purpose. It is |
| every technical matter in the world), e-zines | | | | precisely this infrastructure that the |
| (electronic magazines), the electronic | | | | developer can later sell, lease, franchise, |
| versions of print dailies and periodicals (in | | | | or rent out.But this real estate bubble was |
| conjunction with on-line news and information | | | | the culmination of a long and tortuous |
| services), reference material, e-books, | | | | process.At the beginning, only members of the |
| monographs, articles, minutes of discussions | | | | fringes and the avant-garde (inventors, risk |
| ("threads"), conference proceedings, and much | | | | assuming entrepreneurs, gamblers) invest in a |
| more besides.The Internet represents major | | | | new invention. No one knows to say what are |
| advantages to publishers. Consider the | | | | the optimal uses of the invention (in other |
| electronic version of a p-zine.Publishing an | | | | words, what is its future). Many - mostly |
| e-zine promotes the sales of the printed | | | | members of the scientific and business elites |
| edition, it helps sign on subscribers and it | | | | - argue that there is no real need for the |
| leads to the sale of advertising space. The | | | | invention and that it substitutes a new and |
| electronic archive function (see next | | | | untried way for old and tried modes of doing |
| section) saves the need to file back issues, | | | | the same things (so why assume the risk of |
| the physical space required to do so and the | | | | investing in the unknown and the |
| irritating search for data items.The future | | | | untried?).Moreover, these criticisms are |
| trend is a combined subscription to both the | | | | usually well-founded.To start with, there is, |
| electronic edition (mainly for the archival | | | | indeed, no need for the new medium. A new |
| value and the ability to hyperlink to | | | | medium invents itself - and the need for it. |
| additional information) and to the print one | | | | It also generates its own market to satisfy |
| (easier to browse the current issue). The | | | | this newly found need.Two prime examples of |
| Economist is already offering free access to | | | | this self-recursive process are the personal |
| its electronic archives as an inducement to | | | | computer and the compact disc.When the PC was |
| its print subscribers.The electronic daily | | | | invented, its uses were completely unclear. |
| presents other advantages:It allows for | | | | Its performance was lacking, its abilities |
| immediate feedback and for flowing, almost | | | | limited, it was unbearably user unfriendly. |
| real-time, communication between writers and | | | | It suffered from faulty design, was absent |
| readers. The electronic version, therefore, | | | | any user comfort and ease of use and required |
| acquires a gyroscopic function: a navigation | | | | considerable professional knowledge to |
| instrument, always indicating deviations from | | | | operate. The worst part was that this |
| the "right" course. The content can be | | | | knowledge was exclusive to the new invention |
| instantly updated and breaking news | | | | (not portable). It reduced labour mobility |
| incorporated in older content.Specialty hand | | | | and limited one's professional horizons. |
| held devices already allow for downloading | | | | There were many gripes among workers assigned |
| and storage of vast quantities of data (up to | | | | to tame the new beast. Managers regarded it |
| 4000 print pages). The user gains access to | | | | at best as a nuisance.The PC was thought of, |
| libraries containing hundreds of texts, | | | | at the beginning, as a sophisticated gaming |
| adapted to be downloaded, stored and read by | | | | machine, an electronic baby-sitter. It |
| the specific device. Again, a convergence of | | | | included a keyboard, so it was thought of in |
| standards is to be expected in this field as | | | | terms of a glorified typewriter or |
| well (the final contenders will probably be | | | | spreadsheet. It was used mainly as a word |
| Adobe's PDF against Microsoft's | | | | processor (and the outlay justified solely on |
| MS-Reader).Currently, e-books are | | | | these grounds). The spreadsheet was the first |
| dichotomously treated either as:Continuation | | | | real PC application and it demonstrated the |
| of print books (p-books) by other means, or | | | | advantages inherent to this new machine |
| as a whole new publishing universe.Since | | | | (mainly flexibility and speed). Still, it was |
| p-books are a more convenient medium then | | | | more of the same. A speedier sliding ruler. |
| e-books - they will prevail in any | | | | After all, said the unconvinced, what was the |
| straightforward "medium replacement" or | | | | difference between this and a hand held |
| "medium displacement" battle.In other words, | | | | calculator (some of them already had |
| if publishers will persist in the simple and | | | | computing, memory and programming |
| straightforward conversion of p-books to | | | | features)?The PC was recognized as a medium |
| e-books - then e-books are doomed. They are | | | | only 30 years after it was invented with the |
| simply inferior and cannot offer the comfort, | | | | introduction of multimedia software. All this |
| tactile delights, browseability and | | | | time, the computer continued to spin off |
| scanability of p-books.But e-books - being | | | | markets and secondary markets, needs and |
| digital - open up a vista of hitherto | | | | professional specialties. The talk as always |
| neglected possibilities. These will only be | | | | was centred on how to improve on existing |
| enhanced and enriched by the introduction of | | | | markets and solutions.The Internet is the |
| e-paper and e-ink. Among them:Hyperlinks | | | | computer's first important application. |
| within the e-book and without it - to web | | | | Hitherto the computer was only quantitatively |
| content, reference works, etc.;Embedded | | | | different to other computing or gaming |
| instant shopping and ordering | | | | devices. Multimedia and the Internet have |
| links;Divergent, user-interactive, decision | | | | made it qualitatively superior, sui generis, |
| driven plotlines;Interaction with other | | | | unique.Part of the problem was that the |
| e-books (using a wireless standard) - | | | | Internet was invented, is maintained and is |
| collaborative authoring or reading | | | | operated by computer professionals. For |
| groups;Interaction with other e-books - | | | | decades these people have been conditioned to |
| gaming and community activities;Automatically | | | | think in Olympic terms: faster, stronger, |
| or periodically updated | | | | higher - not in terms of the new, the |
| content;Multimedia;Database, Favourites, | | | | unprecedented, or the non-existent. Engineers |
| Annotations, and History Maintenance | | | | are trained to improve - seldom to invent. |
| (archival records of reading habits, shopping | | | | With few exceptions, its creators stumbled |
| habits, interaction with other readers, plot | | | | across the Internet - it invented itself |
| related decisions and much more);Automatic | | | | despite them.Computer professionals (hardware |
| and embedded audio conversion and translation | | | | and software experts alike) - are linear |
| capabilities;Full wireless piconetworking and | | | | thinkers. The Internet is non linear and |
| scatternetworking capabilities.The technology | | | | modular.It is still the age of hackers. There |
| is still not fully there. Wars rage in both | | | | is still a lot to be done in improving |
| the wireless and the e-book realms. Platforms | | | | technological prowess and powers. But their |
| compete. Standards clash. Gurus debate. But | | | | control of the contents is waning and they |
| convergence is inevitable and with it the | | | | are being gradually replaced by |
| e-book of the future.G. The Archive | | | | communicators, creative people, advertising |
| FunctionThe Internet is also the world's | | | | executives, psychologists, venture |
| biggest cemetery: tens of thousands of | | | | capitalists, and the totally unpredictable |
| deadbeat sites, still accessible - the "Ghost | | | | masses who flock to flaunt their home pages |
| Sites" of this electronic frontier.This, in a | | | | and graphomania.These all are attuned to the |
| way, is collective memory. One of the | | | | user, his mental needs and his information |
| Internet's main functions will be to preserve | | | | and entertainment preferences.The compact |
| and transfer knowledge through time. It is | | | | disc is a different tale. It was |
| called "memory" in biology - and "archive" in | | | | intentionally invented to improve upon an |
| library science. The history of the Internet | | | | existing technology (basically, Edison's |
| is being documented by search engines | | | | Gramophone). Market-wise, this was a major |
| (Google) and specialized services (Alexa) | | | | gamble. The improvement was, at first, |
| alike.3. The Internet as a Collective Nervous | | | | debatable (many said that the sound quality |
| SystemDrawing a comparison from the | | | | of the first generation of compact discs was |
| development of a human infant - the human | | | | inferior to that of its contemporaneous |
| race has just commenced to develop its neural | | | | record players). Consumers had to be |
| system.The Internet fulfils all the functions | | | | convinced to change both software and |
| of the Nervous System in the body and is, | | | | hardware and to dish out thousands of dollars |
| both functionally and structurally, pretty | | | | just to listen to what the manufacturers |
| similar. It is decentralized, redundant (each | | | | claimed was more a authentically reproduced |
| part can serve as functional backup in case | | | | sound. A better argument was the longer life |
| of malfunction). It hosts information which | | | | of the software (though when contrasted with |
| is accessible through various paths, it | | | | the limited life expectancy of the consumer, |
| contains a memory function, it is multimodal | | | | some of the first sales pitches sounded |
| (multimedia - textual, visual, audio and | | | | absolutely morbid).The computer suffered from |
| animation).I believe that the comparison is | | | | unclear positioning. The compact disc was |
| not superficial and that studying the | | | | very clear as to its main functions - but had |
| functions of the brain (from infancy to | | | | a rough time convincing the consumers that it |
| adulthood) is likely to shed light on the | | | | was needed.Every medium is first controlled |
| future of the Net itself. The Net - exactly | | | | by the technical people. Gutenberg was a |
| like the nervous system - provides pathways | | | | printer - not a publisher. Yet, he is the |
| for the transport of goods and services - but | | | | world's most famous publisher. The technical |
| also of memes and information, their | | | | cadre is joined by dubious or small-scale |
| processing, modeling, and integration.A. The | | | | entrepreneurs and, together, they establish |
| Collective ComputerCarrying the metaphor of | | | | ventures with no clear vision, |
| "a collective brain" further, we would expect | | | | market-oriented thinking, or orderly plan of |
| the processing of information to take place | | | | action. The legislator is also dumbfounded |
| on the Internet, rather than inside the | | | | and does not grasp what is happening - thus, |
| end-user's hardware (the same way that | | | | there is no legislation to regulate the use |
| information is processed in the brain, not in | | | | of the medium. Witness the initial confusion |
| the eyes). Desktops will receive results and | | | | concerning copyrighted vs. licenced software, |
| communicate with the Net to receive | | | | e-books, and the copyrights of ROM embedded |
| additional clarifications and instructions | | | | software. Abuse or under-utilization of |
| and to convey information gathered from their | | | | resources grow. The sale of radio frequencies |
| environment (mostly, from the user).Put | | | | to the first cellular phone operators in the |
| differently:In future, servers will contain | | | | West - a situation which repeats itself in |
| not only information (as they do today) - but | | | | Eastern and Central Europe nowadays - is an |
| also software applications. The user of an | | | | example.But then more complex transactions - |
| application will not be forced to buy it. He | | | | exactly as in real estate in "real life" - |
| will not be driven into hardware-related | | | | begin to emerge. The Internet is likely to |
| expenditures to accommodate the ever growing | | | | converge with "real life". It is likely to be |
| size of applications. He will not find | | | | dominated by brick and mortar entities which |
| himself wasting his scarce memory and | | | | are likely to import their business methods |
| computing resources on passive storage. | | | | and management. As its eccentric past (the |
| Instead, he will use a browser to call a | | | | boom and the dot.bomb bust) recedes - a |
| central computer. This computer will contain | | | | sustainable and profitable future awaits it. |