This guest post is written by Marc Benioff, chairman and CEO of salesforce.com. He has been widely recognized for pioneering innovation with honors such as the 2007 Ernst & Young Entrepreneur of the Year, the SDForum Visionary Award, Alumni Entrepreneur of the Year by the University of Southern California (USC) Marshall School of Business, and being ranked No. 7 on the Top 100 Most Influential People in IT survey by eWEEK.
For almost ten years now, we have been witnessing a decisive shift from client-server software to software as a service. Google, eBay, and Amazon.com established the value of multi-tenant internet applications in the consumer market, and salesforce.com, Google, and others have been proving that this same multi-tenant model is winning in the enterprise as well.
This shift to Web-based applications has generated two powerful waves so far. Now, we are seeing a third wave—one that we are calling Web 3.0—and it may prove to be the most significant and disruptive yet to the traditional software industry.
While the world doesn’t need another buzzword, I feel that both the emerging generation of entrepreneurs and developers, as well as traditional software ISVs, need to grasp the enormity of Web 3.0 and its potential to create change, disruption, and opportunity. Web 3.0 is about replacing existing software platforms with a new generation of platforms as a service.
To put Web 3.0 into perspective, we need to look at all of the major waves in the history of the Web. They are not defined by distinct periods of time, but are best seen as overlapping waves of adoption.
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Like so many tech articles posted since Tim O’Reilly coined the term in 2004, this one references “Web 2.0″ as if it were something tangible–or at least a concept with clear, concise definition. It is not. In 2006, Web founder Sir Tim Berners-Lee sagely observed that “nobody knows what it means”:
http://tinyurl.com/y6ewzy
In 2007, Michael Wesch put together this video that supposedly “explains what Web 2.0 really is about”:
http://tinyurl.com/6pdz2q
It is a cool video. But the message is all about XML and how it can be used to separate form and content. There was no mention of CSS and XHTML, but no matter. I was writing XML parsers in the ’90s, and XHTML/CSS web design pre-dates “Web 2.0″ as well.
And now in 2008, the most honest thing we can say is that “Web 2.0″ means whatever the techno-marketeer (ab)using it wants it to mean. Otherwise, why would intelligent people like Isaac O’Bannon still be writing articles asking “What is Web 2.0?”:
http://tinyurl.com/5solok
And, why would McKinsey’s just-released best-of-breed report entitled “Building the Web 2.0 Enterprise” …
http://tinyurl.com/6sxls7
… include no attempt at defining the term other than to list the “Web 2.0 Tools” that comprise or enable it? And even there, the chief ingredient is identified only as “Web Services”, adding more mystery to the mix as one ethereal term is offered up to explain another.
As originated in an Onstartups.com website design posting…
http://tinyurl.com/576sgs
… “Web 2.0″ is like pornography: Nobody has defined it, but you know it when you see it.
Bruce Arnold, Web Designer, Miami Florida
http://www.PervasivePersuasion.com