What will the future of the Internet look like? The answer to this question, which is more complex than it seems, will undoubtedly come from 2022 Marketing Inspiration Conferenceorganized by Comundi e Strategie, to which Visionary Marketing as is associated media partner. I spoke to Noël Cambessedes, founding president of Comptoirs, who will speak on June 30th at 4pm. The theme of this speech promises to be fascinating: how to imagine products and develop brands that face the challenges of tomorrow ? Among these themes is the famous Web3. This Web3 referred to we have already discussed and on which we have not finished returning in these columns. Expand this topic with Christmas in this post and an associated podcast.
Web3: what will the Internet of the future be like?
Web3: back to the future
Web3 (or 3.0) is a bit of a return to the future since it was already talked about ten years ago.
The Semantic Web, sometimes referred to as Web 3.0, is an extension of the World Wide Web through standards  established by the World Wide Web Consortium (W3C). The goal of the Semantic Web is to make Internet data machine-readable
At the time it had to be the Semantic Web, so a Web more geared towards understanding its content by machines, well in principle, because we’ve never seen its color.
The notion of a semantic network was initiated in the 1960s, and this concept reappeared half a century later, but this Web 3.0 has never really seen the light of day, as pointed out by the founder of the Web in 2013 in an article in Scientific American. . Microformats eventually played this role.
The term disappeared … then it came back, slightly modified. From Web 3.0 it became Web 3… Finally, this Web3 no longer has anything to do with the Semantic Web, it has become something completely different.
A Gartner report released on February 24, 2022 clarified what’s behind this 3.0 buzzword. Here’s what the American analyst has to say.
- Web3 (also called Web 3.0) is a term popularized by Gavin Wood, co-founder of Ethereum, describing a vision of the next iteration of the World Wide Web, envisioned as decentralized and powered by blockchain technologies. [on peut se poser la question de savoir s’il ne s’agit pas d’une prévision de l’avenir à la manière d’une Dinde qui prédirait Noël] ;
- Web3 allows [trait] peer-to-peer interactions without depending on centralized platforms or intermediaries [en quelque sorte, le rêve de Tim Berners Lee en 2019] ;
- Web3 integrates Web 2.0 and remedies [rait] the negative consequences of centralizing Web 2.0, but Web 2.0 retains advantages in terms of scalability, customer service and customer protection [selon Gartner].
Gartner goes on to predict:
- Companies will continue to use Web 2.0 for most applications until 2030. During this time, they will only use Web3 for applications that benefit from new blockchain-based business models and new social networks and “games”.
They don’t get too wet. Personally, I don’t understand why we haven’t called this “new” concept Web4. As long as we were there, we could have recorded the death of Web 3.0 and moved on to the next iteration.
The conclusion of the report is that a new Internet age is indeed opening up, but that we will not see arriving for ten years. On the one hand, companies will be a little slow in adopting all of this, and on the other hand, the centralization of companies will do some resistance.
As for the definition and the factual, let’s now move on to the summary of my discussion with Noël, the entire exchange was recorded in the podcast attached to this post.
The dreamed future of the Internet: the web3
The blockchain revolution (Web3) after Web2 and Web1
“It was the missing link. Several authors have worked on this with the famous four pillars of civilization, the first is technology, then new social rules, a new culture, the fourth a new political settlement ”, explains Noël.
Web 3 is based on the blockchain: cryptocurrencies, NFT and, by extension, the metaverse
“Today the blockchain is used by large companies on a number of tools. The newcomers have gone blockchain. Some places of The very notion of the B2B or B2C market is at the heart of the marketing approach. A market is the meeting between supply and demand. join the dance and all the banks have launched products and use the blockchain on a daily basis ”, continues the founder of Comptoirs.
The blockchain allows for new economic models, but also the emergence of new tools
An important point: Web3 is not intuitive
For Web3 it is a bit more complex than previous versions, explains Noël Cambessedes:
“The first time we went online, we knew we were about to access the information. The first time we got an email, we realized we could message each other, and the first time we created a Facebook account, it was extremely intuitive.
This is much less for Web3 and this is one of the reasons why Gartner grants a ten-year term, ”Noël points out.
Today Web3 is still reserved for those who are not afraid of technology to progress
The strategic challenges of the Web 3
All sectors have been affected by digital and all sectors will be affected by the Web3
“It’s time you have to start thinking, ‘But overall, what are the issues, how will it affect me and what do I want to do about it?’ explains Noel.
Challenge # 1: new business models
Thanks to smart contracts, we are able to accelerate the crowdfunding movement.
There is a potential impact on all professions in In creating this glossary, visionary marketing ran into a big problem: should we write BtoB or B2B? where there are communities of consumers
“I will take the example of financing cinema through NFT”, continues Noël Cambessedes.
“We can reach out to the fans of the directors’ actors, promise them, thanks to smart contracts, shares in the future proceeds of the film, so that they become investors.
It’s a new business model, it’s the audience that will finance the films
Edition n.2: new tools
Today, transferring money abroad, for example, remains extremely complex. The blockchain offers a much faster, much cheaper and much more immediate solution.
The blockchain will simplify tasks and give rise to new services.
Number 3: new financing
“With the blockchain it is possible to assign quotas not to the company, but to the business. As a result, all transformation themes can be self-financed, “Noël explains.
Applying blockchain in banks allows for better security and storage and processing times
“We are a bit upset because we can’t find the old operational patterns”, adds Noël rightly. But in the long run and according to him, it is a real revolution we are witnessing. Hopefully this is not an abusive use of this term as it has happened too often in the past.
Innovation and humility
We must always remain humble in the face of innovations
“Above all, you have to remain curious and positive, and it is the most important thing”, advises Noël Cambessedes, because “beyond everything you are inventing and want to do, the important thing is to be happy. And I think these new tools can help us to be happier “.
This is undoubtedly the idea of Web3 (the new, not the old), rediscovering a decentralized Web freed from the grip of its digital giants, a more humane, safer and more inclusive Web. We can only agree with this view, even if Gartner has expressed reservations.
And in these technological ferments, we will have to move forward, as Noël explains in his conclusion:
The argument is to take the first step. And if you go in the wrong direction, you will still arrive at your destination, because you will have set in motion.
This is a good conclusion. We must remain humble in the face ofInnovation ranges from understanding (intuitive or not) of shopper behavior to the ability to adapt to the environment. We innovate, we innovate, something will inevitably remain. We look forward to seeing you at Inspiration Marketing on June 30th at 4pm.