Web 3.0 is on its way, but are the recent innovations in the mobile technology enough to make mobile a competitive channel in Asia?

Web 3.0 is starting to generate a lot of buzz online, with the term receiving equal amounts of criticism and discussion about its meaning. 

We know what Web 3.0 is not -- a new version of the internet we can download or upgrade released by a yet to be known multinational company. In reality, Web 3.0 refers to a gradual change in the direction of the internet, and the term serves as a useful tag to group ideas and thoughts about this evolution.

When thinking about the future of the internet, it is hard to ignore mobile. Mobile penetration has reached over 100 percent in many countries. With 3.3 billion mobile phone subscribers -- we live in a market that has more users with mobile phones than computers. Additionally, according to the latest data from mobile advertising marketplace AdMob, the mobile web alone has grown by over 100 percent in the last 12 months. While these figures are unique to their environment, it is consistent with many other similar statistics.

That being said, there are definite limitations to the mobile web experience. Examining these limitations will give us the best read on what the future will bring for mobile. Screen size, capacity, functionality and processing power all contribute to the difficulties marketers will experience when creating a mobile campaign.

Screen size
Lets face it, 176 x 220 pixels does not really make for a great user experience.
 
We have already witnessed the implications of the iPhone on usage stats with AT&T claiming that iPhone users consume significantly more data than non-iPhone users. This shift is probably because the iPhone has vastly improved the interface for using the web: bigger screen (320 X 480), higher resolution, and a touch screen that incorporates the ability to zoom in on content. Additionally, GPS enabled devices are also offering more geographical context to web content.  Something most computers are still unable to do.

While the iPhone has vastly improved the users mobile experience, flexible screens are an interesting technological development that may well take this to the next level and possibly even overcome the issue altogether. Flexible screens make it possible to fold or even roll a screen inside a very small container.

Apple isn't the only company making mobile innovations. Nokia recently unveiled the 9900 concept phone which looks and functions just like a pen, connects to a Bluetooth headset and rolled up inside is a stretchable, transparent display which acts as the phones screen.

Applications
The next area of evolution in mobile web is applications. Instead a bunch of developers working for one company, open application frameworks -- like we see in Android and the iPhone -- enable a diverse group of developers to independently contribute to the functionality of the phone. By opening up application development platforms and data sharing initiatives like Facebook Connect and Open Social, mobile providers further enhance the ability for devices to connect users with the social environments were they have already established their digital identities.  Mapping this social data with a geographical location at any point in time could further enhance peoples ability to identify and locate their social connections physically, as well as virtually.

Capacity
The final bastion of personalisation is your own data. Yet another limitation of traditional mobile devices is their capacity to store and process this data, and their proprietary methods of connectivity. To solve this problem, enter cloud computing.

Cloud computing refers to concept of huge data centers operating in a networked infrastructure collectively known as "the cloud". This is capable of delivering supercomputer-level power, through a thin client such as a web browsers or mobile devices.

Through the cloud, data, applications and limitless processing power are accessed "on-demand".  This separates the local capacity of the device, from the functionality that is accessible to it.

The future of mobile Web 3.0
While these developments in isolation are interesting and overcome many of the present limitations of mobile web interactions, in combination they offer amazing implications for the future of the mobile web.  Suddenly you have a far more usable device with infinitely more capability, offering a complete contextual and personalised experience.
 
Richer, more personalised information can be delivered in the context of your needs, your geographical location, your social connections and your relationship with others in your vicinity.

Jenny Williams is the principal of Ideagarden Consulting.