In this article, we will talk about how Web 3 can help you solve UX and attention-related issues in the modern world, and why implementing Web 3 is like starting your internet site in the early 2000s.
We won't discuss cryptocurrencies and/or blockchains here at all.
In the late 1990s and early 2000s, some businesses had an Internet strategy, and businesses that didn't. The Internet finally solved two problems:
Simplified interaction between people (and businesses) — it provides almost teleportation capabilities for people.
Made people know everything instantly — since then, everyone may claim that he or she knows everything because information access has become instant.
At the same time, it was the foundation of the ultimate inflation of access and information. Think about it — now it's almost impossible to focus or find something really valuable. Overloaded attention and perception of people have led us to the point where too much information and access work the same way as if there is not enough of them. It's like buzz-known DDoS attacks on infrastructure but on people instead of computers (DDoS is a cyber attack that floods a target system with internet traffic, causing disruption and rendering it inaccessible).
So we closed the circle: we were without information at the end of the 1990s because access was slow. Right now, we are without proper information because access is too fast (and, first of all, the access of machines to our attention).
The difference between Web 2 and Web 3
Web 3 is like a new Internet built on top of the existing Internet. Just as the Web was created on top of telephone lines and existing media infrastructure years ago, Web 3 is a new concept built on top of the existing Internet infrastructure and protocols.
It offers two main advantages:
seamless management of attention access
interaction without the need for authorization
I had to come up with these terms after reading the top 10 fresh articles on the internet about verifiable credentials and self-sovereign identity implications. I was extremely bored, disappointed, and frustrated by them. So please excuse me and allow me to explain.
Seamless attention access management
Web 3 — in contrast to the modern internet — changes the perspective of access management. Before, we had to gain access to a service. With Web 3, services have to gain access to us.
So we don't log in, but a service asks us about who we are and (for example) what age we have, etc., and we decide which information to reveal. We don't need to enter it every time we meet a new service because all information is standardized and stored on our devices.
Thus, throwing tons of ads at us stops making any sense because non-targeted ads are too expensive. And that's it? No. Wait a bit, I'm going to address two doubts with one argument.
You might think, "Aha, I have to grant app permissions every time to access my information — it's annoying." But no, you don't. With Web 3, you can create trust networks where permissions can be automatically granted if a service is within a trusted circle or trusted by your connections whom you rely on.
And here, a revolution arises. You can instantly see or even block and filter out services inside and outside your trusted circle. It's like disabling all unreliable sources of information in the blink of an eye (actually even faster because the user needs to do nothing for it). Imagine that 90% of the rubbish you see on the Internet just disappeared from your attention radar.
Some marketers are convulsing in front of the screen right now (I hope so at least).
Wait a bit — I'll explain how to live with it and benefit your business from it.
Authorization-less interaction
Verifiable credentials infrastructure drastically reduces users’ authorization and authentication efforts. It’s like 10 times better UX when a user doesn’t need to register or log into your service.
Critics and laggards always say: “People are already accustomed to registering and logging, in or using Google / Facebook authentication. It’s easy to click one button in Google login (hey businesses that relied on Facebook login lately).”
Have you ever tried to register via Facebook or google somewhere, got through 3-5 redirects, blocked pop-ups, tried to recall your Facebook password, and sometimes passed through two-factor authentication? Probably I’m doing something wrong but it’s still a huge stress for me and I face it a couple of times a month. Dead sessions that force you to log in again and recall which credentials you used. The a constant fear that the service will get more access than it needs when you use federate login (e.g. Google or Facebook auths). When you try to open a link from one application that leads you to the service of another (e.g. open some link inside the Twitter app that leads to YouTube)?
This is OK until you experience services without these issues.
Integrated verifiable credentials allow us to remove all this hustle, it’s like a change from the horse to the car. You can drive both but a car is a bit more comfortable.
Ride the wave
Why it’s beneficial for your business and how to ride the wave.
While most of the Web 3 enthusiasts and communities are egg-headed computer scientists (I’m saying it with warmth actually) who primarily target educational initiatives, we make money and we’d like to make money from fascinating things that they are trying to grow in their tubes.
Web 3 makes modern social media a little bit outdated, so it breaks all the marketing strategies we have become accustomed to. Okay, they broke themselves in the cradle, so the degradation and inflation of social media are just in their DNA.
What do I mean? Social networks arise from the network effect, attracting innovative people while they are pure and have enough space, and then they die overwhelmed by marketing and low-quality content. It's just like a living organism. It's only good when it's young because it's a clean slate. Thus, the network effect that grows them eventually kills them.
I believe only Telegram messenger has somewhat addressed this problem, but they solved it in a rather cumbersome way (it's a quite tricky tool, and its international community of users is not as large as that of other messengers and social networks).
Here's how you can utilize verifiable credentials and Web 3 in your business today:
Issue verifiable credentials for the users who use your service.
Issue verifiable credentials for your valuable content partners who guest post on your blogs.
Help your business partners implement trust in the verifiable credentials issued by your service.
Position yourself as an industry expert.
Claim that you will clean up the sky for your partners and users by filtering out bad content and services.
Claim that you will simplify the user experience to access partnership network services and trusted content.
Start your Internet around your business and strengthen your position in the future of the Internet, becoming the new Amazon, Booking, and eBay.
If, of course, you are going to strive for Dot-com bubble 2.0, which is inevitably coming.
How it works
Today, marketing heavily relies on opinion leaders in social media. These individuals are the ones who are truly listened to and command attention. To strive and survive in business, there are two strategies: relying on these opinion leaders or becoming one yourself. It is worth mentioning that SEO strategies are, in some sense, intertwined with these two approaches. While hot keywords and trends still exist, they can sometimes feel like a fad rat race.
Even if you believe that you are not one of these opinion leaders, you are, as there is always a core audience who pays attention to your content (even if it consists of just a few unknown individuals who consistently like your posts on Twitter).
This core audience experiences the same information overload as everyone else in the world. They will likely appreciate your efforts if you simplify navigation, especially within your partner network. This can be achieved by highlighting trust badges, providing seamless login-less access, and simplifying interaction between consumers and producers within your network.
About OwlMeans
We develop Web 3 infrastructure solutions and integrations for businesses like yours, solving the privacy and security concerns of your users from the ground up, while simultaneously reducing infrastructure costs. We do this with a focus on achieving business results and prioritizing user experience. We provide a turn-key solution for you, which includes:
Assisting with the design of the solution and its architecture
Proposing suitable technologies
Making integrations
Building the team you need (in-house or dedicated), or providing support
Bonus
If you're not sure about what I'm describing and you're a business owner, I'd like to propose a game to you, that will help you to test it.
I'm going to try this approach for OwlMeans and you as a “consumer”, and you'll be able to experience it yourself.
Just contact me on social media or via the "Contact Us" form.
Wrap up
Businesses are urged to adopt Web 3 principles by emphasizing the advantages of authorization-less interaction and seamless attention access management. A practical element is added with OwlMeans' introduction as a Web 3 solutions provider, encouraging businesses to investigate these benefits through an engaging, flawless experience. The main takeaway, as the digital landscape develops, is that companies can position themselves for success by implementing Web 3 as they navigate the complexity of the modern online environment.
With this article, we begin the series of articles about winning web 3.0 strategies for businesses that can be implemented today. If you have any questions, be open to ask them and contact us. Stay tuned!