If the ferocious but rarely spotted Loch Ness monster can be called Nessie, then I can anthropomorphize the Internet as Nettie. Nettie is a curious and interesting beast. Many people get wrapped up in the servers, acronyms, wires and bits and pieces associated with Nettie.
Nettie is alive and growing at a scary pace. Nettie like any organic thing eats and excretes. Nettie also treats as well, by the nature of the excretions, but I'll get to that.
Nettie eats and is going to keep on eating. Here is a small list of things Nettie has eaten:
1. The time spent at a library card catalog system.
2. the oil used to transport people who now telecommute.
3. The cash and resources needed to send a letter
4. the time required to communicate
whole industries have had chunks taken out of them by Nettie:
1. travel agents
2. used car sales
3. second hand shops
4. bookstores
Of course Nettie also excretes and the waste of Nettie is the economic gold most of us get so excited about.
1. shopping on-line (amazon etc.)
2. Discovery whole new ideas and concepts (Google etc.)
3. Efficient 2nd hand markets (eBay)
4. cheap airline tickets and hotels. (orbitz)
The reason Nettie grows is that for everything that we feed her, out comes a solid lump of economic advantage.
Now why is this so important. Because the net is going to eat everything. I mean almost everything. If you can figure out what Nettie is going to eat next and what or where she will excrete next you can become very wealthy.
Here are some logical points. The horizon we are looking for is 10 years, sounds out there, but as investors in Multi-billion dollar industries, who bet on share prices on based discounted future earnings 10 years is nothing. Remember for most people the net is only 10 years old. It is still growing in qualitative ways such as (reach, complexity, security and points of contact with us)
1. telecoms (cellular and fixed line) the net will consume this not in 18 months, but in 8 years, surely. The average cellphone handset has a 12 month lifecycle. In 8 more design cycles the multi-functional cell phone will pick up a local network protocol. Your carrier will be just another network, a banal utility like sewage or electricity. Verizon, SBC, Vodafone etc. will all be eaten by Nettie.
These firms will most likely run fast to survive, first will come locked in networks, then walled garden "content" and finally consolidation as they get bought up/ or merge with the content guys. Cell phones are after all just a very narrow distribution pipe, nothing that exciting. The 90's and 00's excitement for all things cellular will be about as important as transistor radio's and the birth of color television, interesting historically, but technically and from a business perspective a blip. Think anybody will care about the motorola Pink Razr phone in 3 years?
2. Cable companies will be eaten. Nettie does this job much better 10 years out from now. IPTV and fibre built out. Will consumers really buy "cable" or satellite, supplying bandwidth will be a commodity offering. The pipes will become interchangeable smart and eventually as exciting and financially rewarding as the telephone pole business today. Nettie will have consumed them TV's PC's whats the difference both will be screens and both will be about equally smart and capable.
3. You: what? yes you. Nettie will consume more of you than every before. You spend a few hours creating e-mail, watching TV, speaking with co-workers etc. Expect more of you to be consumed by Nettie, blogging, searching, shopping are just the beginning. Time in the car in 10 years will be spent with Nettie (think wi-max 2 way radio, Sattelite radio will be eaten within 10 years). Sorry Sirius. Attention: Howard Stern, dump those Sirius shares in the next 2 years if you get a chance. You will sleep and eat like normal but Nettie may start keeping more track of even this for "health" reasons and you will be glad. Nettie will watch your home for you.
4. your perceptions of reality will be shaped by Nettie. In the 90's people used to say that if it wasn't on CNN then it didn't happen. If it isn't or can't be found on the net then it doesn't happen for many people, whose perspective on events is today mostly driven by experiences delivered via one of 2 screens. Newspapers are nice, but mainly if you are over 30. The under 30 crowd doesn't trust or have the attention span for anything not digitial.
If you are Chinese, whole section of world events and history effectively never happened. Nettie shapes and changes perceptions of what is real and what matters will be shaped by the way Nettie regurgitates various inputs.
Now to the treats. Nettie provides treats, lots of them, closer communication with Friends and family, access to more information about the world than ever before, cheap vacations. Knowledge unavailable from many sources. And efficiency gobs and gobs of efficiency which means Nettie produces (excretes) novelty, money, value, payola etc.
Where I work, we think Nettie is going to start delivering. No, not a baby, but rather start delivering more and more stuff. Instead of you, poor user, searching and typing URL's and clicking away, we think Nettie is going to start delivering to you. Today small pieces of text are mostly delivered, within 2 years a lot of audio and video etc. in a big way. Nettie is going twist a little bit and start producing content, like never before. Yahoo today has 15 million video clips. Mostly bad, but with some good stuff in there. Google is in the game, mountains of content are slowly building behind today's giants of the net. A dam is ready to burst and you poor user are on the other side. If this sounds a little like TV on steroids, yes Nettie will eat television. Why hook up your TV to a set-top box delivering "pre-programmed" channels? Sounds a little boring. Nettie will have millions of channels some fat, some slim. Friends re-runs etc. will be fat, How to fly fish in the Himalayas will be thin, but whatever floats your boat is what Nettie will deliver.
Searching for video today stuff is a pain. Google search for video, I dare you. You type, click and wait. Occasionally something good comes up in the "single image screen shot, what a time waster. Want to pay $2 bucks for a rerun, didn't think so. Google for video is different from regular text google searches. That one difference being...it sucks. Each medium has a different subtlety. For video it hasn't been sorted out yet. Video search in the early days of talky movies, this means a door is wide open for whomever gets it right.
The most successful way to date of searching for video is channel surfing or letting TiVo do the work and then channel surfing from the couch. At inclue! we are thinking about replicating that TiVo experience imperfect as it is for video and audio. Well OK not really, but we make it a little better and help nettie deliver cheaper and faster. The trick....is to have Nettie deliver in advance so you can surf fast, getting to good stuff faster. Stay tuned we are going to help Nettie deliver.
On the way to that delivery, a few things may get eaten in the next 10 years, mainly the business model of network television, cable television and few other tasty morsels.....but Nettie must be fed.