Senior C.T. at +rehabstudio
The realistic danger isn’t that the web
disappears, but that it gets marginalized.
In 2016, the still-vast and still-growing web is
comparatively diminished. Slightly newer
platforms, such as Instagram and Vine, hardly
touch it; Snapchat doesn’t even acknowledge it.
e.g. Myntra, Flipkart
At best, very annoying
And worse, tracking
Nearly one in two internet users say
privacy and security concerns have stopped
them from doing basic things online.
21% of smartphone users
block ads from mobile web.
Global economic cost of using ad blockers
2013 2014 2015 2016
I think the lovers of the web really need to
be on the lookout for better ways to fund
what we want to see out of this technology.
Free, ad-supported isn’t sustainable
Having a legacy business configured
around a website is now almost as much
of a headache as the rumbling printing
press, fuelled by paper and money.
The New Day
Launched with no website.
The idea won’t be to start a website.
That will be dead.
The individual website won’t matter.
Running our own blog system is a classic
case of the cobbler’s shoe syndrome.
David Heinemeier Hansson
A lot of designers are still focused on
building websites and I'm not sure
that's a growth business anymore.
Mobile has fundamentally changed the
dynamics of how information is distributed.
New $ spent in US online advertising, Q1 2016
1.7bn monthly active users
Medium, Twitter, iOS, esp. Facebook
A company that can claim nearly
every internet-using adult as a user
is less a partner than a context.
The new technologies of the 20th century
eventually evolved into privately controlled
industrial behemoths through which the flow and
nature of content would be strictly controlled.
The Master Switch: The Rise and Fall of Information Empires
Technology has made objective truth a
casualty to the pursuit of happiness — or
engagement, to use the — technical term and
now life and liberty hang in the balance.
2012 2013 2014 2015 2016 2017 2018
Social Media Messaging Internet
108m people in India
came online in 2015
864m not yet online
1 hour of minimum wage
Cost of visiting 15 web pages in India
Photo: Rupak De Chowdhuri / Reuters
15% of avg. months income
For 1GB prepaid data in Myanmar
Photo: Lauren Leatherby / NPR
Farmers of Myanmar
The telcos operate on pre-paid systems. Nobody
has a credit card. Everyone buys top-up from
top-up shops… They feel each megabyte.
Facebook has a compelling advantage over other
news apps or even Twitter: The content of many
posts and news items live inside Facebook itself.
Awareness of the internet in developing
countries is very limited. In fact, for many
users, Facebook is the internet, as it’s often
the only accessible application.
Self-identified internet users and Facebook users per 100 people
Indonesia Philippines Thailand
The amount of content that lives in
Facebook will only increase. For those who
are data sensitive, this is a clear virtue.
Rise of the meta platforms
and the new ‘web browser’
Many of the platforms on mobile are choosing
to host content within their own app and this is
a direct and compelling threat to the web.
AMP is coming to eat our mobile page views.
But AMP loads super, super quickly and is
simply a better experience right now.
Stories rendered in Facebook UI
Stories [shared on Facebook] take an
average of eight seconds to load, by
far the slowest single content type.
Instant Articles makes the reading
experience as much as ten times faster
than standard mobile web articles.
Canvas loads quickly, as much as ten times
faster than the standard mobile web.
The more it succeeds, the more Facebook warps a
universe of internet content, industry norms,
and consumer habits around itself.
Facebook in effect becomes the mobile internet.
Shopping & Services
In a way, Facebook [has] made the
browser wars irrelevant by essentially
itself becoming the browser.
Dominant Social Platforms
ஙמ (WeChat), Line, Kakao
Share of daily mobile time spent
(approx. 200mins), China, April 2016.
Messenger, Kik, Slack
Messaging apps are the new browsers.
Daily and weekly use cases dominate the
apps that get downloaded and used. But what
about the software we use less often…
… the brands we may interact with once only
every few months, or spontaneously when we
don’t have a fast connection?
Messenger, Telegram, Skype
Messaging apps are the new browsers,
bots are the new web pages.
Apps in Messaging
iMessage, Allo, FB Messenger
Android Instant Apps
On-demand app fragments
Voice / No UI
Echo, Google Home
Wow… that was heavy.
Share of time spent on mobile
The best way to reach new consumers
is through the open web.
Access method for mobile shoppers %
France Italy Spain UK Germany
While in the West companies are still
native-first (usually iOS-first), in China
the most important presence one may
have is a mobile-optimised website.
70% increase in conversions
from home screen icon
Progressive Web Apps
Engaging, Installable, Shareable, FAST
Many brands are finding that their mobile
apps are not paying off. They simply haven’t
delivered the level of adoption and customer
engagement that companies expected.
Technology does not have intrinsic value. It
has to deliver value by enhancing the way we
experience the world around us.
Rich local discovery
Contextual actions expressed in site
Pair with BLE devices
Choosing the web to enable experiences in
the physical world doesn’t just expand the
possibility space for IoT, it compels us to
re-think the very shape of the web…
… from a network of monolithic
‘destinations’ to one of small, non-linear,
distributed, and serendipitously discoverable
(and ideally shareable) experiences.
Stephanie & Bryan Rieger
Oculus, Cardboard, etc
In the context of AR, equating the browser
to web is not only inaccurate but limiting.
If we are going to continue to use “the web” as
a label then it needs to represent a 20+ year
vision that transcends web browsers.
I don’t define “the web” as websites alone, but
rather as any user experience that’s delivered
across multiple channels and devices.
What if everything was powered by “The Web”,
but you never saw a browser?
Watch software is, in a sense, a
notification framework for your
iPhone app. The Watch is merely
the delivery device for it.
A containerized, embeddable article that
travels to any site with brand, revenue,
analytics, and links attached.
Powered by the web
The universally accessible, multi-device and
multi-context web is there to enhance native
infrastructure — not the other way around.
Messenger Web Views
Messenger enriched by the web
From a web of destinations to a web
of experiences and interactions.
I Am Peter Gasston