Enrico Gasperini, presidente e fondatore del gruppo Digital Magics, presidente Audiweb, racconta lo scenario di internet, un media che cambia, in Italia e nel mondo. Shake the media mix, le biciclette, Milano, Social Media Week, 23 settembre 2010.

1. Un media che cambia Enrico Gasperini Presidente Digital Magics Presidente Audiweb 23 settembre 2010 Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/

5. Web 3.0 / Web 2 Web 3.0 Definitions of Web 3.0 vary greatly. Amit Agrawal states that Web 3.0 is, among other things, about the Semantic Web and personalization . Conrad Wolfram has argued that Web 3.0 is where "the computer is generating new information", rather than humans.[ Andrew Keen, author of The Cult of the Amateur, considers the Semantic Web an "unrealisable abstraction" and sees Web 3.0 as the return of experts and authorities to the Web. (…) Others still such as Manoj Sharma, an organization strategist, (…)" proposes that Web 3.0 will be a "Totally Integrated World" - cradle-to-grave experience of being always plugged onto the net. Futurist John Smart, lead author of the Metaverse Roadmap echoes Sharma's perspective, defining Web 3.0 as the first-generation Metaverse ( convergence of the virtual and physical world ), a web development layer that includes TV-quality open video, 3D simulations, augmented reality, human-constructed semantic standards, and pervasive broadband, wireless, and sensors. Web 3.0's early geosocial (Foursquare, etc.) and augmented reality (Layar, etc.) webs are an extension of Web 2.0's participatory technologies and social networks (Facebook, etc.) into 3D space. Semantic web Semantic Web is a group of methods and technologies to allow machines to understand the meaning - or "semantics" - of information on the World Wide Web . The term was coined by World Wide Web Consortium (W3C) director Tim Berners-Lee. According to the original vision, the availability of machine-readable metadata would enable automated agents and other software to access the Web more intelligently. The agents would be able to perform tasks automatically and locate related information on behalf of the user. Web squared Web meets world . The "Information Shadow" and the Internet of Things. A series of interoperating data subsystems. E.g.: The Google Mobile Application provides one example of how such a data-driven operating system might work. In this case, all of the data subsystems are owned by one vendor — Google. In other cases, as with Apple’s iPhoto ‘09, which integrates Flickr and Google Maps as well as Apple’s own cloud services, an application uses cloud database services from multiple vendors. V. Tim O’Reilly and John Battelle “Web 2.0 Five Years On” http://www.web2summit.com/web2009/public/schedule/detail/10194

7. Il mobile entra nella rete Un device capace di superare ogni aspettativa

8. Smartphone

12. E in Italia? Audience e tempo speso online sono aumentati notevolmente nell’ultimo anno Nel mese di luglio 2010 risultano 23,835 milioni gli Italiani online , con un incremento del 9,9% rispetto a luglio 2009. 10,8 milioni gli utenti attivi nel giorno medio, con un incremento su base annua del 3,8% (Audiweb)

13. Accesso per mezzo

14. Online Audience nel giorno medio

16. Facebook & co. in Italia Facebook ha da poco raggiunto i 500 milioni di utenti nel mondo. In Italia: Utenti attivi nel mese: 17.362 Active reach : 67.4% Tempo speso su totale online : 23% Universe reach: 49.5% Dati Audiweb - Luglio 2010

17. Trend adv online in Europa Dati: IAB 2010

18. Investimenti pubblicitari in rete - Italia Su internet sono) e ancora automobili (+ 27,4%) a trainare la crescitamedia/editoria (+60,4%), telecomunicazioni (+14,9% Nei primi sette mesi dell’anno pubblicità online in crescita del 17,8% contro il 4,9% del mercato Sono media/editoria (+60,4 per cento), telecomunicazioni (+14,9 per cento) e ancora automobili (+ 27,4 per cento) a trainare la crescita. Il mercato e’ circa il 10% di quello totale, contro il 15-25% dei paesi nordeuropei Dati: Nielsen

19. Social Advertising

20. Il nuovo online mix

21. Grazie. [email_address]