Topic 2 – Navigating the Web Questions

Part 1 – Navigation

One of the biggest challenges for businesses and customers alike is navigating the Internet. This week please answer the following questions on your blog -

1) Listen to the podcast on Navigation which can be found on the Digital Enterprise Page. http://digitalenterprise.org/navigation/nav.html

b) Watch or read the Marissa Mayer interview. Write a paragraph or two, on four points made by Marissa Mayer, that you think were the most interesting or significant for business. There are no right or wrong answers here, I just want your opinion.

a) What are the four (4) main points Michael Rappa makes about search? Please write them on your blog page.

The four main points that Michael makes about searching are:

• Volume: Data is in a constant state of change on the Internet and coupled with relatively inexpensive data storage techniques we now have the ability to keep everything.  The information is available to us comes from a variety of sources and is available in massive quantities.  The problem with the massive volume of data is that search can become time consuming and irrelevant. http://digitalenterprise.org/navigation/nav.html

• Search Engines:  Generally search engines use key phases or terminology to determine and display results.  As a result search engines can provide a massive number of “hits” that can often prove irrelevant or unhelpful.  Search engines also use paid placements and as these are often the first items displayed, searches can be distorted. http://digitalenterprise.org/navigation/nav.html

• Available and Accurate Information: Despite the ability of search engines, they can only display a certain amount of information, based on factors like paid placement, to the user at a particular point of time.  This means the user can’t see all information and can only sort through what is available to them.  http://digitalenterprise.org/navigation/nav.html

• Paid Placement:  Generally people only look at the first few pages of result for an Internet search.  Therefore Companies could manipulate the results, based on their financial resources, to provide an advantage over their competitors.  There also may be an implied trust with a high search result placement that may be inappropriate. http://digitalenterprise.org/navigation/nav.html

b) Watch or read the Marissa Mayer interview. Write a paragraph or two, on four points made by Marissa Mayer, that you think were the most interesting or significant for business.

One of the interesting points I got from this interview was that despite the technological advances and the progress they have made since Google was created, Marissa Mayer words sounded like they still had a long way to go and that Google had only just scratched the surface.  Marissa Mayer made comments that Google could only just scratch the surface of the web with regards to data searches.

Another point Marissa discussed was how Google used a prototype and the feedback from users to adapt and continually improve its product.  It is critical that businesses use this information to not only improve products, but also the way they do business.  If organisations don’t use the information available to them they will lose their competitive edge and may face unforeseen problems with products or services. Companies need to keep their customers happy, if not consumers will take their business elsewhere

Another area Marissa Mayer spoke about was advertising and how Google used the advertising revenue to boost the working capital.  Advertising also complimented the searching by displaying ads that attract or focus attention.  Companies can use this to their advantage. 

Throughout the interview Mayer also spoke about Google and its penetration into various countries throughout the world.  Google, in slightly various forms in India and Brazil, can be accessed from any country. Information flows and data sources remain the same, although Google needed to expand its physical presence into these markets.  This would have proved costly.

http://techcrunch.com/2009/03/06/marissa-mayer-on-charlie-rose-the-future-of-google/

Part 2 - History of the Internet

1) So what are the 6 webs?

The six webs, as outlined by Bill Joy on the website http://www.technologyreview.com/blog/pontin/14964/ , are:

1)       The Near Web: Which is described as the Internet you can see when you look at your PC screen.

2)       The Here Web: Which is the Internet that you carry with you that is accessible on mobile devices like a mobile phone. 

3)       The Far Web: Is the Internet that you can see when you sit back and from a big screen, like a television.

4)       The Weird Web: Which is the Internet that is accessed through your voice and which you listen to.  This will be accessible when you are in your car or when you talk to an intelligent software system on your phone.  Bill Joy concedes that this Web does not yet fully exist.

5)       Business-to-Business (B2B): This Internet doesn’t possess an end user interface and is considered to be a medium where business machines talk to other business machines. It is the chatter of corporations amongst themselves when they do not care about their human drones.

6)       Device-to-Device (D2D): This is the Internet of intelligent buildings and cities.  This web does not exist yet, but it is getting closer with the invention of smart houses and technology.

2) Could there be more?

Of course there could be more.  At the moment it may not be possible to define what these will be or how they will relate to us, but as technology, culture, habits and beliefs change, new previously unidentified needs or wants may develop.

3) What does it mean for business?

Potentially ii means huge markets with limitless growth opportunities, however companies will need to spend money, take planned risks and develop products that are based on the current and foreseeable needs of their consumer base and society as a whole.