Communication takes more than a web page (paradigm shift #4)

In a recent past post, we explained that we had identified 5 paradigm shifts occuring in the Web today, through the prism of institutional communication. This was the outcome of a strategic consulting mission we run for the European Commission about the future and stakes of the Europa.eu portal.

The 5 paradigms are:

1. The landscape of visibility has evolved
2. Individuals act as human neurons
3. Enabling plasticity enhances the information ecosystem
4. Communication takes more than a web page
5. Time has become a key dimension of content dynamics

Today we’ll discuss about the first paradigm: Communication takes more than a web page.

The page was the natural paradigm when the web first appeared, and for good reason. There was a main flow of text, and a few menu links. Now the layout of pages make room for all sorts of areas.

Thinking in terms of ‘pages’ misses a large part of the story

What we still call ‘pages’ tends to be more and more different from what a webpage was only five years ago:

• Web 2.0 technologies such as AJAX have made pages look more and more like applications, changing on the spot without the need to reload.
• Different types of zones allow the integration of video, widgets.

Only thinking in terms of pages is likely to miss the opportunity to use a browser to display an application, or a streamed video.

The inbox has diversified

There was a time where the email inbox was the place where every user was expected to check for content sent to him. Proliferation of services has led to a variety of alternative inboxes, including Facebook mail, IM status, etc. A typical digital native would almost never start his day by checking the traditional email box, but instead will check ’signals’ in a Facebook newsfeed, Twitter friends, and the like.

Multimedia is outmoded; video has landed

The term ‘multimedia’ was in fashion in the 90’s to designate all sorts of visual and audio content. Now the unmistakable trend emerging of this is video on the web. The impact of the visual image, the background of the TV culture is so strong that it has found a natural spot with users (and brought about the concept of Web TV). It is much more natural to many users than, for instance, Virtual Worlds. When users (especially digital natives) land on a website, they expect more and more to find a video that explains to them what the site or page is about.

Out of the browser; applications become channels

Most of the interaction still happens on the browser of course. But recent years have also seen a growth of dedicated applications. Instant Messaging, Twittering, podcasting, happens via specific applications.

Metrics need adjustment; page views are not a fair measure of visibility

As a consequence of the above trends, page views are not a true measure of an audience anymore. A given news item can be seen along various ‘capillaries’ (RSS, Widgets) without needing to go to the source.

Mobile 2.0 is following Web 2.0… with a difference

After many years in maturation, it seems that “Internet on the Mobile” has finally arrived, thanks in large part to mobile browsers that have evolved to join the capabilities of modern desktop browsers, including JavaScript, zooming, scrolling, RSS display, etc. This ‘mobile 2.0′ will reach millions of people in other situations than on the desktop: when they are mobile, looking for minute information, etc. So despite the progress in browsers, it still makes sense for websites to devote a specific mobile version for quick access to content. Or like some publishers, to develop a specific application (e.g. LeMonde.fr application on iPhone).

Next week: Time has become a key dimension of content dynamics.