Hypercontext: A forecast of key trends in the evolution of online services for 2020–2030
Author: Askar Tuganbaev, media expert, 27 October 2013,
Over the past 20 years, the principal commercial task of the Internet (and of other media as well) has been to identify user preferences and generate offline product sales using refined media targeting and contextual advertising. The Internet was used to construct user profiles based on online media usage, communications, and searches. The resulting sociodemographic data was used, together with identified interests, by online and offline commercial entities to drive users to sales channels and generate sales volume.
It is logical to suppose that evolution of the online medium as a commercial engine will continue because it successfully generates sales for each user. This requires a more precise determination of user preferences, both at the global and immediate level. The principal technological drivers here are: (1) a more precise recognition and description of consumed content, parsing it by interest tags, brand tags, and mood-related psychological characteristics of various scenes and their progressions, while eschewing existing global metadata in favor of personal content projections; (2) refinement of the user's location context to a granularity of centimeters of physical location, direction of gaze, and motion of extremities; and (3) real-time biometric measurement of the user's state, i.e., current levels of activity, attention, health, body tone, etc., so as to identify biological states and immediate needs, while building offline consumption and activity profiles.