Companies have already begun developing and securing specific portals/networks for their brands based on the social tendrils of their employees. Rich reputations for each employee will be key with a focus on validating knowledge and skill-sets of these brand stewards, from other networks. Eventually, everyone will have a web page or blog. Companies will then mine and seed participatory networks with brand stewards, developing rich reputations with users. There might even be networks with identities based on products themselves. Because of the very salient problem of contextual search, brands will begin to develop interactive store fronts where a one-on-one approach can be initiated with prospects. This might also include developing proprietary web applications and widgets, actually it is happening but I anticipate digital corporate stationary–sorta, a browser re-skinned when you visit a companies web site. Users really only need a few functions from within the browser itself. Menu options can remain within the computers respective OS with toggle options. We might even see the web browser traded out for widgets entirely. Simply because, a brand has more creative freedom with a widget. Skinning browsers and designing custom interface experiences will enhance brand equity. Currently, we're all stuck with a dual interface experience. Which can be easily overcome with widgets.

We've seen plenty of proprietary software and wed-based applications being developed by creative agencies too. Brands will need to start treating the internet as an operating system and develop websites like software companies develop programs. There is nothing more direct then a desktop widget that a prospect has downloaded and installed themselves. I'm not a huge fan of web based applications for a few reasons that I will address in another post–hopefully.

Following this, I think we might see a concentrated effort in bringing these experiences back to highly evolved brick and mortar environments. We'll probably see travel/tourism, clothing/apparell, and entertainment/gaming taking these first steps. Retail environments can be greatly enhanced with technology and create a truly unique experience for the visiting prospect. Shopping online is very critical to the user but, so is basic social interaction. As newer generations emerge and grow with the tech-trends; smaller devices for connecting, etc., we might see entertainment travel full-circle back to a real tangible experience within these retail environments.

A thought on the global economy; This is occurring faster outside of the U.S market. Developing companies within new/smaller markets, aren't subject to the existing stigmas that lie within the US's existing/traditional agencies/companies–let alone their clients. And let's not forget about the rapidly developing countries that have changed economic and social practices within one generation. Implementation of more advanced communication is absorbed with less skepticism and restraint.

Web 3.0 isn't an adequate enough descriptor.