Orey Gilliam, Head of Messaging Division AOL CEO ICQ

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Web 3.0 - Trends Opportunities

• Orey Gilliam, Head of Messaging Division AOL CEO
  ICQ
• January 16, 2008

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Disclaimer

• There are many methods for predicting the
  future. For example you can read horoscopes,
  tarot cards or crystal balls. Collectively,
  these methods are known as nutty methods. Or
  you can put well-researched facts into
  sophisticated computer models, more commonly
  referred to as a complete waste of time.
• Scott Adams, creator of Dilbert

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• Web 2.0 is a marketing term. And I think
  youve just invented Web 3.0
• Eric Schmidt, CEO of Google, when asked by a
  panel host to define Web 3.0
• So
• If no-one can predict the future, and Web
  3.0 is just a not-so-original buzzword, what in
  fact will be the next big thing online?

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From Web 2.0 to Web 3.0

• In Web 2.0 users create and share content through
  social networks, email, widgets and more
• The flood of content generated by users created
  the need for dealing with the content
• Web 3.0 will provide the solution for managing
  and organizing the wealth of online information
  in an intelligent and relevant manner

Web 2.0 has created the content Web 3.0 will
manage it
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Web 3.0 will be manifested in
Information
Advertising
Communication
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Communication

• Total cross-platform communication the message
  will track you down, wherever you are
• All forms of communication will be available on
  all media platforms text, voice, video
• The choice of communication form will be
  transparent, based on the individuals
  preferences

Communication is unconstrained by platform,
device, time or place
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Information

• The Semantic Web
• Online knowledge databases will be uniformly
  indexed, categorized and ready to share
• Natural language commands, and potentially
  speech-to-text in the future, will be the way to
  navigate and search for information online
• Computers will find information without being
  given exact search description, and will provide
  it to us at the very moment we need it
• http//labs.google.com/sets

Computers will know what we mean, not just
identify what we say (or type)
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Advertising

• Audience fragmentation and overflow of websites
  will require complex and accurate targeting
• Relevance
• Behavioral targeting
• The advertising message is tailored to users
  present behavior
• Semantic web
• If computers can find content relevant to the
  user, why not let them find the relevant ads for
  each individual?
• Advertisers dream come true theyll sell it to
  you before you even know you need it!

Users will look for advertising that is relevant
to them advertising is transformed from a
random nuisance into a useful customized service
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Why is it important for ICQ to focus on Web 3.0?
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80 of ICQ users are between the ages 13-29

• ICQ users will be the ones to determine what Web
  3.0 actually is within the next few years
• Todays teenagers are resourceful, knowledgeable
  and natural users of computers, Internet and
  communication technology
• They connect, socialize and communicate
  relentlessly
• Multitasking TV, internet, IM, mobile, video
  games they do it all simultaneously
• Socializing By 2011, 84 of online teens will
  use social networking. (eMarketer, December 2007)

ICQ will be the first point of contact for
millions of teens with Web 3.0 applications in
all 3 aspects communication, information and
advertising
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ICQ Communication

• Today Cross Platform Communication Center
  allows users to choose follow me option, or
  enter the recipients mobile number in order to
  make sure the message gets to its destination
• In Web 3.0
• The message will automatically find its way to
  the recipient, regardless of users presence
• The network will identify the users location and
  will transparently suggest the most logical
  format for conducting the communication session

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ICQ Information

• Today - the process of consolidating
  communication tools, social networks and content
  has begun my Contact List is my gate to the my
  social connections and to the information they
  are generating and sharing
• In Web 3.0
• The semantic web will pinpoint the prominent
  topics of conversation what is everybody talking
  about right now? What are my friends talking
  about?
• Full content integration with users
  communication tool immediate updates on where
  things are happening right now (reference to
  content sites, etc.)

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ICQ Advertising

• Today targeting users is mostly done by
• segmentation parameters (e.g. demographics) for
  banners
• Textual fit for sponsored links - the system
  picks up words and tries to guess what we meant
• In Web 3.0 Behavioral Targeting will rule the day
  - users will be exposed to advertisements
  relevant to their usage patterns, to the topics
  that interest them and their friends at a
  specific moment

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How will these Web 3.0 developments fit into
ICQs strategy?
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ICQs Product and Business Strategy

• Product
• Cross platform communication tool
• Customizable with a superior and simple user
  interface
• Open platform for functions contributed by
  partners and users
• Integrated with user-selectable content
• Sharing platform for content and social media
• Monetization capabilities through advertising and
  premium services

Business
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Localization Strategy Proves to be a Win/Win
Situation

• ICQ is the added component for partners that seek
  to compete locally with international and local
  online players who provide Email, Content and IM
• Through its local partnerships, ICQ is offering
  fully customized local versions that include
  local services and content, in addition to
  leveraging partners local marketing and
  distribution know-how

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Localization will remain at the basis of our
activity in Web 3.0

• Users will continue to require relevance of
  content, need a customized product, and
  communicate primarily with their real-life
  close friends
• And most importantly, it has worked pretty well
  for us so far

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Ross M. Greenberg, Computerworld, Jan. 20, 1997,
said about ICQ
It should have been my idea.
Mr. Greenberg obviously did not predict the
future
but someone else did!