6/11/22, 7:05 PM 16 Changes Coming To The Web That Businesses Need To Prepare For

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16 Changes Coming To The Web That Businesses Need To

Prepare For
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May 23, 2022, 01:15pm EDT

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The Web may feel like a familiar space to businesses, but like everything else in tech, it’s
evolving. What may now seem like a series of buzzwords— “Web3,” “blockchain,” the
“metaverse” and more—will soon be the everyday technologies and concepts that dominate
how businesses operate online.

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6/11/22, 7:05 PM 16 Changes Coming To The Web That Businesses Need To Prepare For

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Understanding what’s coming can help businesses plan a strategy and be among the vanguard
of organizations thriving in a fresh online world. Below, 16 members of Forbes Technology
Council share revolutionary changes that are coming to the Web in the next few years, and
how they will affect businesses.

1. User Ownership Of Data

There will be a move toward privacy and data centricity. “Web3,” the term coined to describe
the new internet, will revolve around user ownership of data, decentralization and
permissionless access. Rather than gaining access in exchange for companies monetizing our
data (the Web2 model), users will be able to access the internet while maintaining ownership
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over their data and how it’s used. For businesses, this means a focus on accountability and
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transparency. - Iman Bashir, Craftly.AI

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2. A Better Balance Of Power Between Users And Platforms

Today, the Web is centralized. Tremendous wealth and power have been generated for
corporations such as Facebook and Amazon that own and control content, instead of for users.
Now, a transformation is taking place with the advent of Web3. Over the next decade, the Web
will be built on permissionless blockchains with open standards. This will allow for a fair
balance of power between users and platforms. - Balaji Sreenivasan, Aurigo Software
Technologies Inc.

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3. The Rise Of The Metaverse

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We’ll soon see the rise of the metaverse, a platform where entire societies live, interact and
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transact exclusively online. Imagine 3D virtual commerce, workplaces, real estate, events,
currencies and economies. From the infrastructure providers building its foundation to the
financial institutions that manage wallets and payment systems, to the retailers and
experience-makers themselves, every business will benefit. - David Xie, Zenlayer

4. A Move Toward Zero-Party Data

One of the major changes brought by the Web was the creation of digital advertising. Today,
businesses are using it to interact directly with consumers through honest dialogue rather than
spying. This move toward zero-party data will create a new foundation for the Web. It will be a
vast improvement and should lead to more transparent interactions between businesses and
consumers. - Tod Loofbourrow, ViralGains

5. An Additional Focus On Data Privacy

As we prepare for the next phase of the internet, businesses need to prepare for decentralized
data and additional focus on data privacy. The internet’s evolution will be built on innovations
such as the blockchain—innovations that will increase security and control for internet users.
Today, businesses can start by understanding their data-sharing policies and tightening how
and why they collect user data. - Edwin Huertas, Shockoe | Mobile by Design

6. New Ways For Brands To Reach Consumers

Catalysts including artificial intelligence, the metaverse and decentralization will bring about
very powerful ways for consumers to interact with businesses over the next few years. With
Web3, self-sovereign identity brands will have the opportunity to reach consumers with
unprecedented levels of precision, all while maintaining the highest levels of privacy, which is
really the desired end state. - Fabrizio Blanco, Viant Technology

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7. Increased Use Of Augmented And Virtual Realities

Augmented reality and virtual reality will be part of our Web experience; as such, businesses
will need to learn to implement these concepts to attract the new generation of customers.

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AR/VR is already being used for varied applications, including online movie viewing, training
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options and social events. - Michael Hoyt, Life Cycle Engineering, Inc.

8. Embedded 3D Experiences

All the talk about Web3 has people predicting the evolution of the internet into a sort of “3D
amusement park” with all of the users in VR headsets. That’s not what will be revolutionary
about it. In the near future, the Web will feature collaborative 3D experiences that are
embedded in websites, Zoom, Slack and other existing platforms. This will allow businesses
globally to gain entry to and scale such experiences. - Sam Glassenberg, Level Ex

9. The Spread Of Blockchain Technology

The dissemination of blockchain technology will change the speed and transparency of
business once it’s included in all transactions and processes. I believe it will be a net positive
effect that will lead to business transparency and integrity. - David Astoria, Pranos

10. A Move From Proof-Of-Work To Proof-Of-Stake In Blockchains

There will be an evolution around the consensus algorithms used in blockchain technology,
with a move away from proof-of-work to proof-of-stake. Not only is this a more sustainable
approach to validating a block of transactions within a blockchain, it is also more efficient and
scalable, thus allowing blockchain technology to be more widely adopted and expanding its
uses outside of nonfungible tokens and crypto into more corporate applications. - Amanda
Dorenberg, COMMB

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11. Increased Usage Of Voice-Powered Devices

Over the next few years, we will see even more people use voice-powered devices to search
online. I believe this will cause Google to put a stronger emphasis on voice search friendliness.
This change could dramatically shift the way websites rank for existing keywords. If you’re not
optimizing for voice search, now is the perfect time to get started. - Thomas Griffin,
OptinMonster

12. The Power Of Quantum Computing

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In 2019, the Google quantum computing team did a calculation in three minutes that would
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have taken current supercomputers 10,000 years. Trying to fathom what quantum computing
could do is the equivalent of envisioning a smartphone in 1966. Many of us will see artificial
intelligence programs running on quantum computers accessing data on 6G networks. - David
Moise, Decide Consulting

13. The Decline Of Account Passwords

Expect your standard practice of juggling account passwords across the internet to move
behind the scenes. Soon, businesses will replace passwords with alternatives such as
biometrics, PINs and multifactor authentication and turn to third-party password managers
and automated security solutions to own user authentication, ending the painful process of
creating new, complex passwords for all of us. - Mikael Berner, Edison

14. A Focus On Sustainability

There are two topics that will impact our Web experience in the coming years: data
sovereignty and energy usage (that is, sustainability/green energy). Data will need to appear to
be consistent across the globe but be stored in separate containers. And people will be more
aware of the energy needed for all the code that’s being written. Companies will be sharing
their energy usage to show they care about the Earth. - Laureen Knudsen, Broadcom

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15. More And Better Accessibility Solutions

Revolutionary change will come from more effective technologies that increase internet
accessibility, including for those individuals who are hard of hearing or visually impaired.
Improved screen reading and speech recognition software products and solutions will open
brand new doors for those who have faced limitations in the past. - AJ Abdallat, Beyond Limits

16. The Impact Of Digital Twin Technology

“Digital twin” has been one of the more highly hyped terms recently. As technologies, tools
and skills mature, we are now starting to see meaningful applications of digital twins at scale.
Moving forward, digital twins will have a big impact on business, including monitoring

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operations and predicting behavior of machines, people, buildings and cities. - Maciej Kranz,
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