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from input of past consumers together with recommendations based on
past purchases related to the item under consideration. In this way, the
likes, dislikes, and affiliated history of past consumers can rapidly aid
customers in their consideration of an item or related items for purchase.
The Web 3.0 is also becoming more “mature,” with tools such as
phones disappearing from view even as they grow more ubiquitous. Once,
telephones were installed centrally to a house in an obvious position as a
mark of status, while today phones are everywhere and take forms more
akin to art (remember the “Hot Lips” phones from the 1980s?) or so utili-
tarian they essentially disappear, as in the case of today's mobile phones
hidden in a pocket or bag. Web 3.0 technologies extend interactivity to
Web-enabled appliances, automobiles, and even buildings. Embedded
computers can take advantage of the Internet for coordination, control,
and reporting in almost any environment, making Web 3.0 much more
service-oriented than earlier forms of the Web.
Web 3.0 offerings include real-world interactivity, allowing content to
be delivered based on GPS/GIS coordination or through entirely virtual
mechanisms. The Yelp application on my phone allows me to call up
restaurants near my location (see Figure 8.4). As I pan the phone around,
I see which restaurants lie in a particular direction, their distance from
me, and details such as past client ratings and menus. Other solutions
can react to changes in the environment, routing commuters around acci-
dents or notifying parents to pick up their children at an alternate location
due to weather conditions. Web 3.0 will continue this trend, becoming
responsive to all manner of data inputs.
Web 3.0 also includes physical-to-virtual components. Consumers
interested in a new home can build the home of their dreams online,
conduct a virtual walk-through with virtual furnishings matching their
own, arrange to purchase the home and negotiate financing all entirely
online and self-service. Online marketplaces showing two-dimensional
photographs of goods can be extended to three-dimensional interactive
environments like the Second Life virtual world, where paintings, cloth-
ing, and many other items can be experienced virtually before arranging
for physical-world purchase and delivery. Even virtual currency exchange
will be a part of Web 3.0, where today's multiplayer gaming environments
such as Entropia Universe allow direct transfer of real-world monies into
in-game currency, whose value can then be withdrawn at a physical-world
ATM by the in-game virtual recipient's player.
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