For the last year, we at ThoughtLava have been working on a patented business process, Semanticator™, within the Semantic Web category. Up until we received patent pending in early November 2007, we had been in stealth mode about our innovation. In the past couple of months, we've begun speaking more openly about what it is we do to grow sales leads via the Web. This will be an ongoing topic for this blog, especially as we increase our experience with client implementations of the technology. Today, I want to start by introducing some of you to Web 3.0 or the Semantic Web.

In an earlier posting, I described the current progression from Web 1.0 to Web 2.0, and gave examples of applications that occupy that space. Essentially, we have gone from informational brochures/shopping carts to replacement of traditional desktop applications with Web-based applications. About two years ago, I began a personal quest to eliminate desktop applications. Today, I am nearly there with the exception of Adobe Acrobat and Skype! Both of those are installed on my laptop. By transitioning to Web 2.0, I no longer require high-end computing power, my applications/files are available from any computer where I can access the Internet and I don't need to back-up my files. I lost a hard drive two months ago, I replaced it and went back to working productively within hours - nothing was lost! So - that's Web 2.0.

Web 3.0 is about a website identifying you or detecting some of your unique attributes upon arrival so that it can provide a more meaningful experience. In fact, if I were going to name it - the Meaningful Web might be more easily digested during our transition. But, the momentum has already shifted to the name "Semantic Web". Here are some definitions of "Semantic" (source):

• Semantics (Greek sēmantikos, giving signs, significant, symptomatic meaning, from sēma (σῆμα), sign) refers to aspects of meaning, as expressed in language or other systems of signs.
• Property of language pertaining to meaning. For example, a sentence can be grammatically correct but semantically incongruent, as in “The man was pregnant.”
• Information contained in Data. The first step in datamining process is to emphasize the meaning of information drowned in the fuzzy mass of data.

Here are some "Semantic Web" definitions:

• The Semantic Web is an idea of WWW inventor Tim Berners-Lee that the Web as a whole can be made more intelligent and perhaps even intuitive about how to serve a user's needs. Berners-Lee observes that although search engines index much of the Web's content, they have little ability to select the pages that a user really wants or needs. He foresees a number of ways in which developers and authors can use self-descriptions and other techniques so that context-understanding programs can selectively find what users want. (source)
• The predicted evolution of the current HTML-based World Wide Web, in which information will be stored in machine-readable formats for easy retrieval by software applications, computer agents, and virtual assistants. (source)
• The Semantic Web is an extension of the current Web that will allow you to find, share, and combine information more easily. (source)

Everything I've been able to read on the subject talks about embedding data about data so that our Web browsers quickly bring forth the most relevant content. All without effort on our part. Without a doubt, this transition will be accompanied by a number of new privacy challenges. But, I think the increased convenience will overshadow those issues for most of us. As I said in my post on privacy, it will be up to marketers to determine what information is likely to cause embarrassment and avoid delivering it based on a visitor profile alone.

Here is a quick example to help make the "Semantic Web" more concrete:

About 10 years ago, I was reading a book or magazine, can't recall which, with a story about a Japanese restaurant. Apparently, the wait staff was so good that they made notes about where you sat, whether you liked the table, what you ordered, what you actually ate, etc. So, upon return, they would take you to the table you liked (if available), and then make suggestions based on your previous experiences. If you left something untouched, it was not offered to you again. Obviously, that is "HUGE" on service - what a wonderful experience. Now, imagine if you carried a card with you that had information like that embedded. So, as you enter a new establishment capable of detecting the card and reading its information, the staff is able to find the most desirable seat and provide menu suggestions based on past behavior or preferences specified by you. That is how the Web is going to begin treating you, and it's exciting!

Stay tuned!