The evolution of the Internet The evolution of the Internet

& it’s impact on print & other & it’s impact on print & other

mediamediamediamedia

Rohit VarmaRohit Varma

M.Design (Visual Communication), Sem. 3 studentsM.Design (Visual Communication), Sem. 3 students

Industrial Design Centre, IIT BombayIndustrial Design Centre, IIT Bombay29.10.0929.10.09

One of the pillars on which the One of the pillars on which the

Internet rests is digital data.Internet rests is digital data.

Being Digital*Being Digital*

Data => “bits”Data => “bits”

Why digitize : Why digitize : -- data compression e.g. video data compression e.g. video -- error correction e.g TV, radio, telephone error correction e.g TV, radio, telephone -- bits can be moved around & commingled => bits can be moved around & commingled => -- error correction e.g TV, radio, telephone error correction e.g TV, radio, telephone -- bits can be moved around & commingled => bits can be moved around & commingled => consumed differentlyconsumed differently

Fibre optics allows transfer @ Gigabits / secFibre optics allows transfer @ Gigabits / sec

**From the book “Being Digital” ,Nicholas Negroponte, MIT Media From the book “Being Digital” ,Nicholas Negroponte, MIT Media Lab, 1995Lab, 1995

Being Digital : ImplicationsBeing Digital : Implications

Geography does not matterGeography does not matter

Data can be stored, time does not matterData can be stored, time does not matter

High volume bits => power shifts to the High volume bits => power shifts to the useruseruseruser

High volume bits => User Interface will High volume bits => User Interface will have to evolve have to evolve

Concerns : Piracy, privacy, data theft, Concerns : Piracy, privacy, data theft, digital vandalism… digital vandalism…

Internet : a historyInternet : a history

By means of electricity, the world of matter By means of electricity, the world of matter has become a great has become a great nervenerve, vibrating , vibrating

thousands of miles in a breathless point of thousands of miles in a breathless point of time ... The round globe is a vast ...time ... The round globe is a vast ... brainbrain, ,

instinct withinstinct with intelligenceintelligence!"!"instinct withinstinct with intelligenceintelligence!"!"

The Sputnik, 1957

The surprise launch of Sputnik by Russia caused President Eisenhower to launch the

Defence Advanced Research Projects Agency, that gave rise to the Internet

Internet : An outcome of military Internet : An outcome of military

and scientific researchand scientific research

Defence needs : ARPANET, to withstand Defence needs : ARPANET, to withstand enemy missile attacks, 1960senemy missile attacks, 1960s

Science research lab CERN Science research lab CERN -- Internet protocols : TCP/IP ‘83Internet protocols : TCP/IP ‘83--’84, ’84, -- Internet protocols : TCP/IP ‘83Internet protocols : TCP/IP ‘83--’84, ’84, -- First Web servers and client m/c, ‘90First Web servers and client m/c, ‘90-- WWW invented to exchange papers with WWW invented to exchange papers with scientists of other labs, ’91scientists of other labs, ’91

Internet sector in India privatized ‘98 Internet sector in India privatized ‘98

Three things needed to get Three things needed to get

Internet going.. Access, Internet going.. Access,

devices, contentdevices, contentdevices, contentdevices, content

AccessAccess

Over 1.6 billion* Net (PC access) users Over 1.6 billion* Net (PC access) users worldwideworldwide

India has 50 million^ usersIndia has 50 million^ users

Broadband penetration & speeds going upBroadband penetration & speeds going upBroadband penetration & speeds going upBroadband penetration & speeds going up

Access via mobile going up : is the future Access via mobile going up : is the future of Internet accessof Internet access

* * Internetworldstats.comInternetworldstats.com^ my estimate, conservative ^ my estimate, conservative

DevicesDevices

Servers, PCs, laptops, netbooks, Servers, PCs, laptops, netbooks, smartphones, iPhones, mobile phones, smartphones, iPhones, mobile phones, tablet PCs, thintablet PCs, thin--client PCs, gaming client PCs, gaming consoles,..consoles,..consoles,..consoles,..

Content Content

230 million* + websites worldwide230 million* + websites worldwide

What’s hot items : Video, Social media, What’s hot items : Video, Social media, SearchSearch

Indian languages use has not grownIndian languages use has not grownIndian languages use has not grownIndian languages use has not grown

Worldwide, language growth is forecast Worldwide, language growth is forecast

* * Netcraft, Sep ‘09Netcraft, Sep ‘09

Some industries impacted by the NetSome industries impacted by the Net

Advertising, auctions, auto, banking, bill Advertising, auctions, auto, banking, bill

payments, classifieds, DVD rental, payments, classifieds, DVD rental,

education, financial services, gaming, education, financial services, gaming,

governance, jobs, libraries, matrimonial, governance, jobs, libraries, matrimonial,

music, news, photography, politics, real music, news, photography, politics, real music, news, photography, politics, real music, news, photography, politics, real

estate, retail, shopping, stock trading, estate, retail, shopping, stock trading,

telephony, travel, ticketing..telephony, travel, ticketing..

Q. : Which got impacted first & why ? Q. : Which got impacted first & why ?

Some reasons whySome reasons why

Where there is a high direct sales cost Where there is a high direct sales cost e.g. encyclopaedia e.g. encyclopaedia

Where cost of physical distribution high Where cost of physical distribution high e.g. newspapers, music, ticketse.g. newspapers, music, ticketse.g. newspapers, music, ticketse.g. newspapers, music, tickets

Where the cost of information is high Where the cost of information is high e.g. health care (U.S.) e.g. health care (U.S.)

What do people use the Internet for ?What do people use the Internet for ?

CommunicationCommunication

InformationInformation

CommerceCommerce

EntertainmentEntertainmentEntertainmentEntertainment

Q. : Which two uses dominate ? Q. : Which two uses dominate ?

The 3 Cs of the InternetThe 3 Cs of the Internet

Content => Community => CommerceContent => Community => Commerce

One leads to the otherOne leads to the otherOne leads to the otherOne leads to the other

WhyWhy is the Internet important ?is the Internet important ?

It has both It has both reachreach andand richnessrichness

ReachReach : : Already reaches ~ 2 billion people Already reaches ~ 2 billion people

RichnessRichness : : RichnessRichness : : A combination of A combination of -- bandwidthbandwidth-- interactivityinteractivity-- customization / personalizationcustomization / personalization

This has profound implications..This has profound implications..

Which applications are more in Which applications are more in

use in India, the U.S. & China & use in India, the U.S. & China &

why ?why ?why ?why ?

Useful things every working Useful things every working

professional should know professional should know

(about the Internet)(about the Internet)How do people ‘consume’How do people ‘consume’Internet content (visInternet content (vis--àà--vis other media) ?vis other media) ?

What is ‘the long tail’ ?What is ‘the long tail’ ?What is ‘the long tail’ ?What is ‘the long tail’ ?

What is (the big deal about) Web 2.0 ?What is (the big deal about) Web 2.0 ?

What does it cost to be present What does it cost to be present on the web ?on the web ?

Internet’s impact on print and Internet’s impact on print and

other mediaother media

U.S. newspaper circulationU.S. newspaper circulation

Q. Why did Q. Why did circulation circulation circulation circulation decline ?decline ?

How are these media evolving ?How are these media evolving ?

NewspapersNewspapers

EncyclopaediaEncyclopaedia

MusicMusic

MoviesMoviesMoviesMovies

Graphic Design !Graphic Design !

PrintingPrinting

How are books evolving ! How are books evolving !

Amazon.comAmazon.com

Digital librariesDigital libraries

Google Book SearchGoogle Book Search

Mobile learningMobile learningMobile learningMobile learning

Flexbooks (a.k.a. transbooks)Flexbooks (a.k.a. transbooks)

ee--ReadersReaders

The Kindle (in India this Nov.)

Sure looks good !

Q & AQ & A

RohitRohit VarmaVarmarohit@interskale.inrohit@interskale.in

http://marketerskaleidoscope.comhttp://marketerskaleidoscope.comhttp://twitter.com/rohitvarmahttp://twitter.com/rohitvarma