The new ecosystem for scientific, technical, and medical (STM) publishing is digital, trans-semiotic, data and knowledge intensive, social, connected, collaborative, community-driven, mobile, multi-channel, immersive, and massively networked and computational. In this era of open, co-evolving, networked techno-socio-economic processes, commercial publishing models based on exclusive literature collections are simply not enough. By understanding changes coming with Web 3.0 and the next internet, STM publishers can identify new roles and profitable business opportunities.

1. Web 3.0 & the Next Internet
New Directions and Opportunities for Scientific, Technical & Medical Publishing
Mills Davis, Project10X
April 30, 2009
9:00-9:45 am
STM Spring Conference:
What keeps Scholarly Publishers up at Night?
Political Environments, Threats & Opportunities, Copyright Challenges, and Web 3.0

2. New Directions for STM Publishing | Introduction 2
Mills Davis
Mills Davis is founder and managing director of
Project10X — a Washington, DC based research
consultancy specializing in next wave semantic
technologies, solutions, and business models. The firmʼs
clients include technology manufacturers, global 2000
corporations, government agencies, and web 3.0 start-
ups. Mills serves as principal investigator for the
Semantic Wave research program. A noted consultant
and industry analyst, he has authored more than 100
reports, whitepapers, articles, and industry studies.
Mills is active in both government and industry-wide
technology initiatives that are advancing semantic
mdavis@project10x.com technologies. He co-chairs the Federal Semantic
Interoperability Community of Practice (SICoP). Mills is a
1-202-667-6400
founding member of the AIIM interoperable enterprise
content management (iECM) working group, and a
founding member of the National Center for Ontology
Research (NCOR). Also, he serves on the advisory
board of several new ventures in the semantic space.

3. New Directions for STM Publishing | Introduction 3
Semantic Wave Research
NEW

4. New Directions for STM Publishing | Introduction 4
Top line
The new ecosystem for scientific, technical, and medical
(STM) publishing is digital, trans-semiotic, data and
knowledge intensive, social, connected, collaborative,
community-driven, mobile, multi-channel, immersive, and
massively networked and computational.
In this era of open, co-evolving, networked techno-
socio-economic processes, commercial publishing
models based on exclusive literature collections are
simply not enough.
By understanding changes coming with Web 3.0 and the
next internet, STM publishers can identify new roles and
profitable business opportunities.

5. New Directions for STM Publishing | Introduction 5
Topics
Introduction
Where are web 3.0, semantic technologies,
TECHNO and the next internet taking us?
How are practices in science, technology, and
SOCIO medicine changing?
How can STM publishers exploit web 3.0 to
ECONOMIC deliver value in the emerging ecosystem?
Summary + Q&A

6. Where are web 3.0, semantic technologies,
and the next internet taking us?
• What is the evolution of the • What key ideas motivate
internet to 2020? Web 2.0 services?
• What are characteristics of the • What is Web 3.0?
next internet?
• What are semantic technologies?
• What technologies are shaping • What is the value space of
the next internet? semantic technologies?
• What is cloud computing? • How do semantic technologies
• What is Web 2.0? tap new value?
• What are representative • What is Web 4.0?
elements of Web 2.0?
• What is ubiquitous mobility?

7. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 7
What is the evolution of the internet to 2020?
A tidal wave of four internet growth stages.
The chart to the right depicts four stages
of internet growth.
Web 1.0, was about connecting
information and getting on the net.
Web 2.0 is about connecting people —
putting the “I” in user interface, and the
“we” into webs of social participation.
Web 3.0 is starting now. It’s about
representing meanings, connecting
knowledge, and putting these to work in
ways that make our experience of internet
more relevant, useful, and enjoyable.
Web 4.0 will come later. It is about
connecting intelligences in a ubiquitous
web where both people and things
reason and communicate together.
Over the next decade, semantic
technologies will spawn multi-billion dollar
technology markets that will drive trillion
dollar global economic expansions to
transform industries as well as our
experience of the internet.

8. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 8
What are characteristics of the next internet?
Internet of services, things, and 3D interactivity.
Virtualized infrastructure & everything as a service.

9. 9
New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us?
What technologies are shaping the next internet?
Cloud computing, Web 2.0, and Web 3.0 semantic technologies.
From analog media, to digital data, to social media,
to concept-based networked knowledge computation.

10. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 10
What is cloud computing?
Scalable, on-demand, click-and-run, pay-by-the-drink
resources and services provisioned over the internet.

11. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 11
What is Web 2.0?
A web of participation.
Web 2.0 is the social web that connects people. It is a web
of participation. Putting the “I” in UI. And the “we” in web.
Users consume & create. Sites are interactive, for example:
blogs–keep a web-diary; Wikipedia — free encyclopedia,
anyone edits; Del.icio.us — social bookmarking; mySpace,
Facebook & openBC – cultivate social relations; Flickr
— share photos; and YouTube–broadcast yourself.
According to Tim OʼReilly, several principles distinguish
web 2.0, for example:
(1) the web as platform
(2) harnessing collective intelligence
(3) data is the next Intel inside
(4) end of the software release cycle
(5) lightweight programming models
(6) software above the level of a single device, and
(7) rich user experiences.
In addition Web 2.0 approaches embrace: remixing data
and services; relation-orientation; the long tail; and bi-
directional interaction. Web 2.0 social computing has both
consumer and enterprise impacts.
Source: EbOY

12. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 12
What are representative elements of Web 2.0?
User experience, rich media, social computing, and collaboration.
User Experience Rich Media

13. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 13
What key ideas motivate web 2.0 services?
Web-as-platform. Provide a sandbox. Data and users are king.

14. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 14
What is Web 3.0?
A web of meanings and connected knowledge.
Web 3.0 is the third stage of internet evolution that is
starting now. It is a web of meanings. It connects
knowledge. It represents meanings and knowledge about
things so both computers and people can work with them. It
adds new levels of intelligence to the user interface, social
collaboration, applications, and the infrastructure of the
web.
Web 3.0 is not about re-inventing the internet; itʼs about
making the internet more useful, and our experience of it
better. Web 3.0 makes the internet more connected, open,
and intelligent. Users are served by systems that present
personalized information, are context-aware, can link and
share information in relevant ways, connect with relevant
people, better organize the digital life, combine and
integrate processes, arrange dates and tasks, give
meaningful answers instead of data in bulk.
Semantic technologies tap new value by modeling
knowledge, adding intelligence, and enabling learning.
Web 3.0 gives us architectures of learning and knowing over and above
architectures of social participation and “perpetual beta” that emerged
during web 2.0. Web 3.0 systems will gain new knowledge and get better
with use and with scale of adoption.
Source: Mills Davis, Project10X

15. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 15
What are semantic technologies?
Semantic technologies are tools and methods that represent
knowledge separately from documents, data, and program code.
• All programming methods represent knowledge some way in order to
compute using it.
• Knowledge structures that represent meanings, associations, theories,
and know-how about the uses of things are called ontologies.
• Fixed ontologies are relatively static, as in a general ledger. Dynamic
ontologies have changing requirements, e.g.,: connecting and
understanding an evolving web of structured data, documents, and web
pages; composing mobile web services; or discovering and reasoning
about relationships between events being reported on the worldwide web.
• Both Web 2.0 and Web 3.0 technologies can process fixed ontologies
describing resources, services, information, and computing infrastructure.
The technology mix that is right depends on application characteristics.
• Web 3.0 semantic technologies are required when solutions involve
knowledge structures that are changing and dynamic.

16. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 16
What is the value space of semantic technologies?
Four dimensions that matter include: capability, performance,
user experience, and life cycle economics.
The value space of semantic technologies has four
dimensions or axes: capability, performance, user Capability
experience, and life cycle economics.
Capabilities — Semantic technologies and solution
patterns tap new value by modeling knowledge, adding
User
intelligence, and enabling learning.
Performance
Experience
User experience — Adding intelligence to the UI
increases relevance, helpfulness, utility, and pleasure as
experienced by the user: both individually and as groups.
Life Cycle
Performance — Semantic solutions drive gains in
Economics
efficiency and effectiveness, and provide strategic edge.
Life cycle economics — Semantic solutions improve
the ratio of benefits to cost and risk over the life of the
investment: development, operations, and evolution.

17. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 17
How do semantic technologies tap new value?
By modeling knowledge, adding intelligence, and enabling learning.
2007, 2008 Copyright MILLS•DAVIS. All rights reserved

18. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 18
What is Web 4.0?
A web of connected intelligences.
Web 4.0 is the ubiquitous web. Everything is connected. Everything
has some intelligence, memory, a lifecycle, and agency. It is a web
of semantic agents. Both people and things contribute to co-
evolving social dialog.
The emerging pervasive/ubiquitous computing landscape is a
network of connected “things,” agents, and services with invisible
processors, lightweight, small, cheap, low/no power in almost all
everyday objects, wirelessly interconnected, continuously quot;online.”
Seamless services across all contexts.
This is a post-PC, post-IP era. Object-orientation and stack
architectures get jettisoned as “trainer wheels.” Interaction,
coordination, security, and integrity cannot be organized centrally.
The most granular societal artifacts have skills for orientation,
planning, scheduling, and acting. Intellectual property is autonomic.
Whether we are speaking of a content paragraph, picture, a model,
a software service, a sensor, a product or other physical entity — all
are self-organizing, context-aware, self-describing, self-configuring,
autonomic, pervasively adaptive, and communicating
autonomously.

19. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 19
What is ubiquitous mobility?
Easy to create, self-describing, context-aware services.
The intelligent physical world communicates with us.
The focus of mobile services to
present has been to listen,
watch, command, surf, play,
and record your life with a box.
The future of mobility is
sensing, communications and
computing where physical and
digital worlds fuse. The
intelligent physical world
communicates with us. We
have wearable personal
trusted devices that augment
human senses and enhance
human capabilities.
Behind the scenes there is
seamless access to
(intelligent) services, wherever,
whenever. Also, weʼll have
robust, feature-rich web
servers on mobile phones,
accessible by anyone, with any
browser, from anywhere.

20. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 20
Historically, when social communication
media grow in capability, pace, scope, or
scale, then people use these media,
communication techniques, and tools to
construct more complex social arrangements
and practices that increase human capacity
to cooperate at larger and larger scales.
Source: IFTF–Technologies of Cooperation

21. How are practices in science, technology, and
medicine changing?
• What is semantic social • Does web scale semantic
computing for STM? computing in the cloud apply
only to STM?
• What is data-intensive science?
• What are next generation
• What is the path from search to STM semantic applications?
knowing?
• What does the next internet
• What is next generation semantic mean for STM libraries?
collaboration?
• What is semantic publishing?
• What does semantic computing
mean for STM?

22. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 22
What is semantic social computing for STM?
Service platforms, media, & social networks to connect, collaborate,
and contribute. Who organizes these on-line meeting spaces?
Source: Sigma Aldrich

23. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 23
What is data intensive science?
Data from observations, predictions, simulations,
computer models, & interpretations.
Source: E-Science, Semantic Computing & the Cloud -- Tony Hey, Microsoft

24. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 24
What is the path from search to knowing?
More expressive knowledge representation enables more powerful
reasoning: from recovery, to discovery, to intelligence, to question
answering, to smart behaviors.

25. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 25

26. New Directions for STM Publishing | Where are web 3.0, semantic technologies, and the next internet tacking us? 26
What is next generation semantic collaboration?
Combining wikis, semantic content tools, semantic search,
ontology-driven applications, and intelligent user interfaces.
Future
MediaWiki Semantic SMW+
Semantic
MediaWiki Semantic
Wikis
MediaWiki+
Natural language
Wikipedia Dbpedia Desktop import
Transemiotics
Read/Write Linked Data Ontology mgmt
Machine learning
Semantic search
Multi-agent apps
Semantic apps

27. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 27
What is semantic publishing?
Interchange of composite digital research components that are
both human and machine interpretable.
Blogs Wikis
Related
Articles Comments
& Reviews Presentations
Lab Books
Models Codes
Preprints
Algorithms
Podcasts
Methods
Video
Models
Data
Plans Ontologies
Intermediate
Results
Source: Semantic Publishing, David Shotton Source: Future of Research, Carol Goble

28. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 28
What does semantic computing mean for STM?
Multi-lingual, trans-semiotic reasoning at scale in the cloud.
Source: E-Science, Semantic Computing & the Cloud -- Tony Hey, Microsoft

29. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 29
Does semantic computing at web scale in the cloud
apply only to STM?
No.
blackbook2
Source: BlackBook2, Scott Streit Source: LarKC

30. 30
New Directions for STM Publishing | How are practices in science, technology & medicine changing?
What are next generation STM semantic applications?
Ontology-driven, active, immersive, adaptive, dynamic, and smarter.

31. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 31
What does the next internet mean for STM libraries?
Virtual research environments. Complex digital knowledge outputs.
Data-centric. Community curation. Embedding in research workflow.
Source: The Research Desktop of the Future, Stephen Andrews.

32. New Directions for STM Publishing | How are practices in science, technology & medicine changing? 32
How are practices in science, technology, and
medicine changing?
Internet, social, and semantic technologies enable STM that is
global, connected, collaborative, and knowledge-intensive.
• Semantic social computing — platforms to connect, collaborate, contribute:
social nets, resource nets, data nets, knowledge nets.
• Data-intensive science — Hypothesis and data driven science. large scale
data repositories, community curation, linked open and proprietary data.
• From search to knowing — from recovery, to discovery, to intelligence, to
question-answering, to smart behaviors.
• Semantic collaboration — virtual research environments, open science.
• Semantic contribution — Semantic publishing of data, interpretations,
hypotheses, methods, models, code, and other digital artifacts in forms for
both human and computer use.
• Knowledge-intensive science — semantic computing in the cloud. Simulation,
adaptive, autonomic.

33. How can STM publishers exploit web 3.0 to
deliver value in the emerging ecosystem?
Use semantic technologies to:
• Platform-enable the new ecosystem.
• Marshal new forms of digital content and knowledge.
• Embed services in new STM processes and value networks.

34. New Directions for STM Publishing | How can STM publishers exploit web 3.0 to deliver value in the emerging ecosystem? 34
Platform-enable the new ecosystem.
Organize the meeting place of STM communities and
their value networks.
• An ecosystem is a self-sustaining system whose members benefit from each
others participation via symbiotic (positive sum) relationships.
• Historically, publishers organized meeting spaces for people who had
something to say on a topic, those who wanted to read it, and others who
wanted to advertise to the other two.
• The new meeting spaces are social computing platforms where people
connect, collaborate, and contribute — they’re more than media delivery
channels.
• Use semantic technologies enable and mobilize dynamic value networks that
aggregate resources, services, content, and products for a community.
• Think Apple iPhone for STM knowledge commerce in recombinant services,
models, tools, apps, and media artifacts.

35. New Directions for STM Publishing | How can STM publishers exploit web 3.0 to deliver value in the emerging ecosystem? 35
Marshal new forms of digital content and knowledge.
Help STM users discover & put digital data and knowledge to work.
• Semantically enable text, data, graphics, imagery, methods, and models.
• Link open sources and proprietary assets and support community curation
and annotation of sources. Enable mash-ups and analytics.
• Use machine learning, deep linguistics, and semantic technologies to power
comprehensive search, navigation, and discovery over all forms of information.
• STMs with dominant positions in theory will drive new value and shape next
stage markets. Executable knowledge trumps subject ontologies.

36. New Directions for STM Publishing | How can STM publishers exploit web 3.0 to deliver value in the emerging ecosystem? 36
Embed services in new STM processes and
value networks.
New steps, stages, and methods afford new relevance.
• Contextualize services and products for net-centric concepts of operation.
Focus offerings for different roles and tasks in STM processes.
• Support group interaction to connect, collaborate, and contribute, including
team building, resource networking, and community annotation. Semantic
social computing adds a layer of knowledge representation and meanings that
enrich the collaborative experience and utility of results.
• Support task-specific knowledge work. Semantic technologies put knowledge
to work through knowledge-centric versus document centric processes for
authoring, research, design, engineering, simulation, eScience, professions,
logistics, virtual manufacturing, policy & decision support, and cognition.
• Use semantic technologies to multi-package assets to meet life cycle needs of
STM professionals — as learners, practitioners, teachers, executives, etc.
• Enlarge the STM process footprint.

37. Thank you!
Mills Davis
Project10X
202-667-6400
www.project10x.com