Information Technology Reference
In-Depth Information
measures of hit rank, each site is characterized by aggregated subjective
values for trustworthiness, vendor reliability, privacy, and child safety.
These values alter a user's browsing experience using a WoT-enabled
browser based on subjective input responses from prior visitors.
Early Web 1.0 groups of sites sharing a similar theme once created
cross-linked “Webrings,” while Web 2.0 linked blogging sites into
“Blogrolls.” Web 3.0 offers the opportunity to link people, places, and
even ideas in totally fantastic created settings. While a virtual help desk
might not improve an enterprise today; in Web 3.0, clients may look for
virtual interaction as much as they look for a website.
Enhanced reality already plays a part in enterprise operations today,
where instant messaging client status can be used to see if it's a good
time to walk down the hall and talk to a co-worker. Social networking
provides word-of-mouth advertising and personal referrals from existing
clients. Without extending advertising into new areas such as “augmented
reality” listings, a business can easily see its customers finding their way
to more tech-savvy competitors.
Enterprise clients, too, are changing as they become more comfort-
able with constant access to information and peers. College students no
longer give up their friends back home, maintaining close ties to fam-
ily, friends, and their extended virtual social groups. Streaming media
content reduces the impact of traditional advertising mechanisms, where
broadcast media are displaced by play-on-demand video and Pandora
Internet radio feeds. Millions of people routinely engage in competitive
and cooperative engagement with fellow guild mates via online gaming
environments, creating a 24/7 stream of focus 365 days each year.
In the face of this evolution, organizations must:
• Plan for more creative socially integrated mechanisms to reach their
clients, who are increasingly isolated by the same flood of informa-
tion that ties them together.
• Provide more interactive and “live” up-to-date information for visi-
tors to their websites, including mechanisms for referrals and feed-
back to aid those who travel the same path later.
• Recognize the value of trust, interest, and ease of access for members
of extended groups of interconnected clients.
Enterprises must also focus on the value of continued access even dur-
ing extreme events such as power outages, natural disasters, and other
