Saturday, 26 February 2011

Brazil and Web 3.0, a potential super market

Its 9 am on a Saturday morning, and already a steady flow of tweets are coming from the ground level of Brazil's major city of São Paulo. Tweeting on our global scale is already reaching 50. To put this number in perspective at the same moment Chicago had 74 and Milwaukee had only 5.

Brazil is an emerging BRIC economy. And São Paulo tweeting levels is about the same level of Moscow. We regularly see far more tweeting with geoloctions coming from São Paulo than Mumbai or Dehli.

This is one of the key things we are discovering about Web 3.0 adoption. The concept of leap frogging of technology is accelerating, where a third world nations adopts a more advanced technology like mobile phones without passing through an earlier technology like landlines in the West. We don't understand why anyone is surprised that people in China would buy a mobile phone rather than a inferior landline phone simply because one technology came to the market in the west first.

From the on the ground consumer who does not work in an office job the key winning point of web 3.0 mobile technology is it offers the Internet and Social Networking at a lower price than a laptop or PC. So we anticipate to see a next generation of leaping frog to not just be the third world taking up the most recent technology, but actually advancing beyond the established west.

We see this same principle in protests in the London area. The Socialist Workers Party is the professional demonstrators in the United Kingdom. What ever the cause if there is anything even vaguely left wing about it the Socialist Workers Party is there distributing signs and newspapers. The "Party" is a regular 20th Century legacy, with a mass of printing presses consuming trees to produce a mass of paper products with singular messages.

In a recent protest in support of Libya we found the Socialist Workers signs amusing. A large number had been printed in support for Egypt. But a new version had coming out calling for the end of all regimes. Clearly the printing presses could not keep up with events on the ground. Meanwhile a new generation of protesters is responding in real time with their blackberries to a world they know can change in a matter of hours.

Many people in the west have the money to buy nice laptops or have computers provided at work. Their use of the Internet has been long established as a static activity. How often do you see people struggling to get online to google something rather than using their Blackberry?

People in the developing world will be more likely to see the Internet for the first time on a mobile device. Also people who don't work in IT outsourcing are more likely to first use the Internet in a handheld rather than a computer at work or home.

So for an emerging market of people moving to the growing cities the Internet will be a totally mobile media. Web 3.0 in these markets will not only rival more established markets in Asia, America and Europe; but even extend deeper.

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