ux/ixd/ia/etc

When Web 2.0 companies began to emerge, they seemed to gravitate to the importance of social connections. MySpace built a network of people with a passion for music initially. Facebook got college students. LinkedIn got the white collar professionals. Digg, Reddit, and StumbleUpon showed how users could generate content themselves and make the overall community more valuable.

Yet, Web 1.0 companies never really seemed to be able to grasp the importance of building a social community and tapping into the backgrounds of those users. Even when it seems painfully obvious to everyone, there just doesn’t seem to be the capacity of these older companies to shift to a new paradigm. Why has Amazon done so little in social? And Google? Even as they pour billions at the problem, their primary business model which made them successful in the first place seems to override their expansion into some new way of thinking.

This represents a noteworthy virtuous circle - a self-amplifying trend. The development of graphical user interfaces has led to rapid growth in personal computer use over the last decade, and the coupling of that technology with the Internet has caused explosive growth in the use of the World Wide Web, generating enormous demand for bandwidth. That (in combination, of course, with other demands) creates a demand for submarine cables much longer and more ambitious than ever before, which gets investors excited - but the resulting project is so complex that the only way they can wrap their minds around it and make intelligent decisions is by using a computer with a graphical user interface.