Web3: a simple and visual explanation

WEB 3.02009 YTotal Active Media IDENTITTotal IdentityOTAL© TMartijn Arts1Total IdentityActivitiesAreasPositioningConsultancyProfilingDesignPublishingFounded Interaction1963 TOTAL DESIGNPRCampaign 2000 changed nameTOTAL IDENTITYEarnings2005 10,7 mlnGroup2006 11,9 mlnTOTAL IDENTITY2007 14,2 mln- Amsterdam2008 13,4 mln- The HagueTOTAL ACTIVE MEDIA Network partnersVERMEULENAntwerpYALLCOMMUNICATION BolzanoSOFTWARE BremenDubai IDENTITNo staffHamburgOTAL112Lisboa© TMadrid2Martijn ArtsLives in AmsterdamBorn in 1973MsC Delft Tech. Universitymarts@totalactivemedia.nlTotal Active MediaManaging Director.Total IdentityShareholderBoard of directorsYSocial NetworksLinkedIn IDENTITHyvesOTALTwitter (arts118)© T3WEB 3.0Y IDENTITOTAL© T4This is what the first website looked like... The traditional ‘hook’ of the corporate website. It looked like a brochure... it was a static brochure!Y IDENTITOTAL© T5But even for a static online brochure programmers started to store the content in a database, starting with only texts.Y IDENTITOTAL© T6More and more data was stored in and retrieved from the database. Not only texts, but also images, navigation, sitemaps, forms and design elements. This resulted in a lot of custom code and a lot of connections to the database. More often than not, code looked like spaghetti.Y IDENTITOTAL© T7Instead of using stored procedures and other database proprietary code, developers made so-called ‘middleware solutions’: applications that separated content from front-end design.Y IDENTITOTAL© T8This middleware solution that separated content from front-end design was invented by a lot of web development agencies in the same period. The solution was given a name. It was called a content-managementsystem or in short a CMS.CMSY IDENTITOTAL© T9Separating a system into three layers was not new though. In traditional IT this can very well be compared to the three-tier-model of architecture. Technically, web development followed the same principles as traditional IT-development.CMSY IDENTITOTAL© T10