Marc Bresseel made a very inspiring (and sometimes provoking) presentation at the IAB Europe Congress. Here are a few lines in order to tease you:
“A lot of value is still to come from the network effect”, “Search is overhyped (…) Search is one of the areas where we will see massive, massive improvement”, “We don’t think Youtube is the future of TV”, “today if you’re an interactive agency and you don’t invest in technology and in education (…) you fail”. Here is the video:
But the most fundamental point in this presentation is the future of metadata. I’m convinced that’s what the next revolution is all about. Have a loot at Microsoft’s photosynth if you haven’t seen this amazing demo yet. Fascinating, isn’t it?
What could be the next step? According to what I can see in my crystal ball, I believe that the formats (image, text, video, audio) might be aggregated together. If I visit a “1.5 world” made from pictures, I’d like to be able to read some wikipedia texts about what I’m seeing, see some videos, listen to audio files, I may like to meet people there and share opinions or aggregate different content feeds. I’d like to see search results organized regardless the formats (like on a desktop search but integrated in some kind of storyline). This is maybe a little utopist but I’m sure that the information architects will amaze us.
To take a more short term example: The problem of (for instance) the press agencies today is that they can’t package their products based on unified meta data: A portal or a news site will have buy text AND photos AND audio AND video and they will all be documented in different ways. How long will we be ready to pay for that?