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Net's gone. Hail to the web

The World Wide Web is in a state of decay two years after its creation, as simple, leaner web applications - think of applications - are less about search and more about preservation. Michael Wolff discusses why the new type of titanium medium is abandoning the web for more promise (and profitable) willows.

Your days were spend on the web - but not on the web. In recent years, one of the most important changes in the global digit landscape has been the move from the wide-open web to semi-enclosed plattforms that use the web for transportation, but not the web browsers for viewing.

It is primarily powered by the emergence of the iPhone models of portable computation, and it is a realm in which Google cannot creep, a realm in which HTML does not govern. It is the outside realm that consumer choice is increasing, not because they reject the web but because these particular plattforms often simply work better or better suit their life (the display comes to them, they don't have to go to the display).

And the fact that it is easy for businesses to make cash on these plattforms underlines the trends. Decades ago, the rise of the web browsers to the centre of the computer universe seemed unavoidable. Java, then Flash, then Ajax, then HTML5 - more and more online interactivity - pledged to put all applications in the clamp and substitute the web top for the web top for the webtop.

" At the time, the point was that pushing technology such as PointCast and Microsoft's Active Desktop would provide a "radical tomorrow for beyond the web" communications. However, the focus of interactivity - more and more the focus of all forms of communication - is shifting to a post-HTML environment," we pledged almost a century and a half ago.

Temporary samples were a little ridiculous - a "3-D VR fur room " and "headlines sent to a pager" - but the point was overall forward-looking: a look into the machine-to-machine futures where it would be less about surfing and more about preserving. A funny thing about the past year or so - if post-Soviet financing is considered fun - is that Russia's Yuri Milner has gradually acquired one of the most precious investments on the Internet:

He' got 10 per cent of Facebook. He has done this by undershooting US venture capitalists - the Kleiners and the Sequoias - who in recent times would demand a preferential treatment in exchange for their early investments. Not only does Milner offer better conditions than VC companies, he also sees the outside word differently.

VC has a porfolio of websites that some of them expect as achievements - a good web-broader, wide and not profound, depending on the links between websites and not on any kind of independent ownership. The Russians focus their bets on a completely different strategical model: a single block of powerfulness.

Facebook is not only more than just another website, says Milner, but with 500 million visitors it is also "the biggest website there has ever been, so big that it is no website at all. "According to Compete, a web analyst firm, the top 10 websites made up 31% of US page views in 2001, 40% in 2006 and about 75% in 2010.

" More like a tradition paper tycoon than a web businessman, Milner seems to be a bit of a weaver. As we move away from the open web, it is at least partly because of the increasing predominance of businessmen who are more likely to think in the all-or-nothing concepts of conventional mediums than in the coming-to-arise-all collectivistic utopism of the web.

Not only is this a mature process, but in many ways it is the outcome of a rival concept - one that refuses the ethics, technologies and businesses of the Web. Controls that the Web has taken over from the top-down, top-down, vertically embedded web environment can be reversed with a little rethink of the natures and use of the Web.

These developments - a well-known historic walk, both fair and entrepreneurial, in which the less fortunate are robbed of their cause by the better equipped, organised and effective resources - are perhaps the most impolite shocks to the levelled, Porous, Low-Silent Access Ethic of the Age of the Intranet. Ultimately, this is a struggle that seemed to have been struggled and won - not only papers and record companies, but also AOL and Prodigy and all those who founded a company on the notion that a curated expertise would eliminate the web's inherent flexibilty and liberty.

After the web, this vision looks much more compelling now. After all, the Web is just one of many existing web based apps that use IP and TCP to move packages. Nowadays, the contents you see in your web-both mostly HTML files provided via the http interface on ports 80-are less than a fourth of the web traffic...and they're sinking.

Among the apps that make up most of web-based traffic are peer-to-peer data transfer, e-mail, corporate VPNs, Machine-to-Peer API communication, Skype calling, worldwide Warcraft and other online gaming, Xbox Live, Apple's Apple Live, Apple's Apple iPod, Apple's Apple iPhone, iChat and Netflix videostreaming. Morgan Stanley says that within five years, the number of consumers using the network from portable terminals will exceed the number using personal computers.

To optimize the user experiences on mobiles, the user does without the universal web browsers. At the end of the twenties, the 16 biggest of them controlled more than 75 per cent of the power produced in the USA. Jonathan L. Zittrain writes in The Future of the Internet And How to Stop It: "It is a flaw to regard the web navigator as the culmination of the development of the personal computer.

" Nowadays, the web is home to innumerable enclosed garden areas; in a way, the web is an exceptional case, not the norm. Firstly, the collapse of the web has brought about the collapse of established companies and conventional powerships. It was Google that was the end point of this process: The Google hypothesis has a film distributors that has all the theatres.

Google, by administering revenue and revenue (advertising), established a requirement that made it difficult for anyone else doing web commerce in the past to be larger or even compete with Google. According to an analyst looking at the web, in the Interactive Bureau's Interactive Advertizing Bureau Chairman Randall Rothenberg's account of "a pile of delusions of grandeur who want to own the whole world," it may be unavoidable that some of these delusions of grandeur began to view Google's performance as their basic commercial challenges.

Because Google so dominates the web, it means developing an alternate to the web. Googles was prohibited from searching its server. Then, at a crucial point, not only in relation to the number of registrations, but also in relation to the amount of spending your precious free space, your familiarity and your loyalties, Facebook became a much different and more satisfying and convincing web site that took up the amount of idle space you'd previously been driving from place to place.

In the shadow of the sole proprietorogul vision paradigm, the Web of innumerable businessmen was a reckless example of what the Web was not: strict norms, high levels of excellence, central oversight. Mega madmen like Zuckerberg were not the only ones who wanted to overthrow Google's open web platform. Publishers who rely on advertisements to finance the production and distribution of their goods seem to lose confidence in their online capacity to do so.

Nobody was paying much heed to the fact that HTML-based websites - the most progressive forms of online medias and designs - proved to be rather inferior advertisers. It' s our fault: in strongly interconnected online marketplaces, the likelihood of a monopoly is even higher. Cause it was then in its youth and was still quickly innovative, with a refreshing and expanding user base that was always looking for something new.

Exploring a new realm has become just another way of doing things. If you' re young, you have more free times than cash, and Lime Wire is a great investment. When you get older, you have more cash than less work. In addition, there was the additional disillusioning and confusing fact that an online user was still significantly less valuable than an off-line user.

At one time, this was considered an unavoidable legal requirement: because everything could be followed online, advertiser no longer had to foot the bill to get to a reader who had never seen their ad. Consumer motivation was not provided by screen advertising, as shown by the proportion of online users who took the trouble to click on them.

A 2009 ComScore survey found that only 16 per cent of people ever click on an ad and 8 per cent of people click 85 per cent. Web could create some clicking here and there, but you had to accumulate tens of thousands and hundreds of thousands of them to make a living (which is what Google and no one else could do).

The web almost pervertedly disheartened the kind of systematic, co-ordinated, focussed alertness on which brand names are constructed - the most important or at least most profitable feature of mass communication. For example, the WPP power plant, with its huge ecosystem of marketers - the same companies that had characterized the mainstream mediums by comparing contents with advertisements that touched the country - may still account for a large portion of Google's revenues, but it's still blowing alongside the larger retail sales force using Google's AdWords and AdSense programmes.

Guilt us: There is an analogue to the actual web in the first epoch of the internets. There were two war zones in the 90s, when it turned out that digit grids were the way forward. Among them were the incomparable telecoms lines on which these wild parts of the young Internets were sent.

It was only the network owner who could use the intelligentsia in the right places, and so the web would become a value-added AT&T worldwide experience, similar to ISDN before. Good Enough has won in the actual game. Apart from some company grids, stupid tubes are what the rest of the planet expects from them.

Google Maps Mobil on our cell phones works better in the cars than the Google Maps website on our laptops. The open web has always been a fantasy on the applications level. All APIs include usage rules, and Twitter, Amazon.com, Google or any other business can take full advantage of the use.

What we're doing is opting for a new type of QoS: customized apps that work easily thanks to cache contents and locally stored codes. This ineffective type of ad developed in 1994 (in fact by the founding fathers of this magazine) - and not loved so much by anyone in the global marketplace - still forms the basis of web ad displays.

Almost 60 per cent of humans find websites from seach machines, of which a large part can be controlled by means of SMS, or "seach machine optimization" - a New Economic cronym ism, which relates to the Google algorithms, in order to obtain top results for warm keywords. This in turn has brought the emergence of online merchants like John Smith and John, who have found that the only way to make online profits is to buy even less online than publishers are willing to sell.

As a result, online contents become even cheaper, users even less precious and the authenticity of the media is further weakened. After years of experimenting, the contents providers came to a worrying conclusion: So they looked for a new paradigm that would harness the powers of the Web without the value-destroying side effect of the Web.

What the web has been lacking in resolve on the technological side to develop into a full-fledged medium is now anyone who knows anything about it. Also on the side of the press there was nobody who knew anything about technique. We had no sub-lime integrations of contents and frameworks, of experiences and functionalities - no smart, subtile, machiavellistic, overarching designs capable of creating this dependent relation between audiences, producers and marketers.

It' s our fault: In the medias this took place in the shape of a transfer from ad-financed free contents to free - free samplings as merchandising for chargeable service - with a focus on the "premium" part. In the web, the CPMs (the cost of advertisements per thousand impressions) decline on average in important category of contents such as messages, do not rise because user-generated pages flood Facebook and other websites.

And if a default web browsers can work like an application that provides the kind of neat user experience and smooth interoperability that iPad end users want, they might be resisting the pay, close and owntrends. However, the businessmen who stand behind enclosed plattforms are big and growing. "But what is actually looming is not quite the desolate prospects of the Internets that Zittrain has imagined.

It' just the futures of the business side of the contents of the digital business. What we do with the Net is constantly developing, and the Net is the actual revolutionary, as important as the current. It was a juvenile period supported by industry tycoons who were fumbling around in a new paradise.

Others have stayed away from the real thing and see themselves as system tenants and third-party moderators, who are often very cautious when it comes to delivering contents. See, for example, how Google CEO Eric Schmidt insists his organization is not in the entertainment industry. Jobs, on the other side, established two of the most succesful companies of the past generation: Appleunes, a contents distributer, and Pixar, a film studios.

Then in 2006, with the divestment of Pixar to Disney, Jobs becomes the largest single stockholder in one of the world's largest conventional publishing groups - in fact, much of Jobs' assets lie in its own conventional stock of music. It' s not scandalous that Jobs' iPad-enabled visions of the past of the media look more like the past of the medium.

Google has been controlling the revenue and revenue, Apple has been controlling the revenue and revenue. In addition, it manages both the iTunes system and the iPods, iPhones and iPads that distribute the music. Ever since the beginnings of the web, e-commerce has pushed digital media into the background. Our new approach is an attempt to let the contents - the products, so to speak - take a back seat to the technologies.

We are also being withdrawn from the web by the growing number of thrilling web based online offerings such as Spotify, the highly expected streamed content delivery and Netflix, which allows consumers to directly watch films on their computer monitors, Blu-ray or Xbox 360s. As we return to a preexisting realm - a realm where we are chasing the transformational effect of sound and movie instead of our short (relative) flirt with the transformational effect of the web.

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