The document discusses the evolution and future of the internet and the concept of an "internet of things". It describes how in the future, nearly every device will be connected to the internet and able to communicate with each other, providing examples of a smart watch communicating with a smart refrigerator. It also discusses how this level of connectivity could fundamentally change economies and societies by enabling new models of collaboration, productivity, and sharing. Overall, the document presents an optimistic vision of how a fully connected "internet of things" may help build a stronger sense of community and more efficient and shared society.

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JEENI TALKS
June 2014 / Article
THE NEW INTERNET_: WHEN EVERYTHING BECOMES
SMART.
There is going to be a future where you will be able to write “www” on almost
every device. In fact, “the internet of things”, as it is called, is not so far from
now. At the time when we discovered the concept, we must humbly admit we
thought it was one more of those tendencies aiming to make our already
“deviced” life even more dependent of cables and chargers. However, the idea
behind the internet of things is ambitious as it will likely produce fundamental
changes in economies and societies.
Steve is at work. He wears a smart watch able to report his allowed saturated fat
per day is about to be reached. So, he activates his sleeping tablet right away,
and asks his refrigerator (at home) what stuff is available for dinner, querying
specifically “low saturated fat content”. The refrigerator, a light trendy device
able to scan every simple piece of food it contains and to calculate and also
display what their composition is, replies in seconds providing an accurate list of
things. Two green lights and one red start blinking on top of the tablet screen
more or less at the same time. One indicates the air conditioning has been
switched off because nobody is at home. The other one says the energy
administrator device has started providing electricity to the smart grid system
once the domestic energy requirements are guaranteed for that day. And the
third red light reminds Steve the garden is getting thirsty and the irrigation
system will start working right after 7 p.m., exactly when herbs and fruit trees
can take more advantage of water because the evapotranspiration diminishes
(unless he wants to change that).
Tim Berners Lee invented the
World Wide Web in 1989. Although
used indistinctly, the internet and
the World Wide Web – or simply
“web” - are not the same. The
Internet is a huge network with
tons of information, which
connects millions of computers
globally. The information is
transmitted using “protocols”
(languages). Precisely access that
information is what the Web is
useful for. Using the HTTP protocol
and web browsers such as Firefox,
Chrome or Safari, the information,
displayed on websites, gets right
into our computers and other
devices. Thus, if the internet were a
pie, the web would be a significant
slice of it, but not the whole.
When we advertise one of the core
products of Jeeni that is called Jeeni
Mobile, we use slogans such as
“…because the world is going
mobile”. By “mobile” we mean the
small portable device whose screen,
nowadays, is going bigger and
bigger, but Kevin Ashton had
another idea in mind when he
coined the term “the internet of
things” already in 1999. Let’s
picture the foreseen future to make
things more understandable.
AT A GLANCE
JEENI TALKS introduces
interesting content on email and
mobile marketing by using visually
appealing designs and insightful
short articles which highlight
relevant aspects and ease the
reading process.
This JENNI TALKS’s article is a
brief journey on the Internet’s
history, its inflexion points during
its already 25 years and what the
near future may look like
considering its unstoppable
influence in almost every sphere of
our lives. It is believed that the so-
called "internet of things" will exert
a radical change in the way we
currently understand community
life.

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Before deciding to get more serious with his job duties, Steve wants
to say “hi” to his two dogs, so he “calls” them using a sort of dog-
friendly mobile app connected to a home device which emits
humanly-imperceptible sounds and, obviously happy, the two long-
eared animals find the corner of the house where a screen shows
Steve’s face.
SOLVING THE TRAFFIC COLLAPSE
You may be probably asking yourself: is the internet able to support
so many devices, all of them connected at the same time? No. it
wasn’t or more precisely, it was about to not being able until another
parallel massive network called the IPv6 (Internet Protocol Version
6) started to work in 2013, aiming at solving the problem of IPv4
address exhaustion. When the IPv4 was created in 1981 by DARPA
(a United States Department of Defense Agency) framed in a
research project, others were the circumstances and motivations
and no one thought the revolution that invention would cause in the
decades to come.
UNDERSTANDING THE WEB 3.0
By 2004, the world started talking about the Web 2.0. It was the time of My Space, when the
once most influential social media in the world had more visits than the very same Google.
Since then, we understood that the World Wide Web was more than an inert static showcase
of endless information but rather a virtual place to socialize, share and collaborate. Familiar
things to us, such as blogs, social media, wikis, web applications, etc. as we know them
nowadays, arose at that time. With the Web 2.0 as an umbrella, appeared the Enterprise
2.0. In 2006, Andrew McAfee coined this name which refers to software platforms allowing
collaboration, sharing and organizing information within companies, between companies
and between them and their stakeholders. So, what is next? What is coming after Twitter,
Facebook, LinkedIn, Google Plus, etc., the Web 2.0 and all the other stuff?
Experts have already started talking about the Web 3.0 or “the semantic web”. And, in fact, we do not have to wait for. It is
arriving slowly but definitely to stay. Search engines are becoming more intelligent and able to understand what we
precisely want by making logical connections between pieces of information we have requested before. Searching will be
less and less about key words and more about interpreting “semantic” expressions (to make it simple, semantic has to do
with the meaning behind what we say). Metadata – in simple words, the description of the characteristics of the container
of data – is being indexed to web pages, so they can “talk” to each other to improve the user experience. But the Web 3.0
may bring other innovations: a great part of the websites will provide 3D vision options, social networks will become more
complex and more interactive, the Enterprise 2.0 will evolve to Enterprise 3.0, and its flexibility and responsiveness – in
terms of sizes and layouts - will increase as more devices of various shapes and sizes be capable to access the web.
The steps followed by the internet evolution are nicely described by Kerry Maxwell. The internet 1.0 was “read-only”, the
internet 2.0 has been “read-write” and the Internet 3.0 might be “read-write-execute” (hopefully), namely, “a version of
the Web in which users can create and execute their own tools and software to manipulate and extract information”, as
Mrs. Maxwell describes. It seems like we are gradually assisting to a sort of democratization process of the internet, where
everybody will have the right to create and say, so, the power to influence. And because of the increasing impact the
internet undoubtedly has on the way we live and understand the world nowadays, that process may produce even deeper
changes.
IPv4 and IPv6 are communication protocols
providing identification and location systems
for computers on networks and routing
traffic across the Internet. The IPv6 will
provide 3.4×1038 addresses, largely
overcoming the 4.3 billion addresses provided
by the IPv4.
Myspace Logo 2004.2010

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FROM TECHNICAL TO POLITICAL
Most of us, or probably we all agree on the importance of
the internet nowadays. Reasons are countless, at social,
political, educational or even personal levels. We
summarize this fact by asking this simple question: Can
you afford to live without internet? We, at Jeeni,
honestly, cannot. Now, have you asked yourself who is
responsible for keeping the web running? Who’s behind?
Who does the control of assignment of domains and the
creation of organizational suffixes such as .com, .net or
.biz? Until now, ICANN (The Internet Corporation for
Name and Numbers) a non-for-profit organization
located in the U.S. is responsible for keeping the
internet secure, stable and interoperable and for
assigning and controlling domains and suffixes. Those
tasks are only part of what is called “internet
governance”. The concept embraces a much more
complex bunch of topics. Wikipedia defines internet
governance as “practices and operations that are
consistent with the sovereign rights of states and the
social and market interests of end-users and operators.
It includes agreements about standards, policies, rules,
and enforcement and dispute resolution procedures”.
Undoubtedly, that makes sense, it’s correct and fair.
However, what the world discovered in 2013 when
Edward Snowden revealed the massive spy calls and
Internet data made by U.S. authorities to embassies,
diplomatic missions or even universities in different
countries, shown a complete different picture of the
reality.
Recently, Brazil, one of the leading countries in the
movement towards an international approach to
internet governance hosted the World Summit on
Internet Governance in Sao Paulo (NETmundial). Topics
such as internet neutrality, intellectual property rights
and users’ privacy and freedom were discussed
extensively and the result was a Declaration of Basic
Principles to guarantee the internet to be more
democratic and of public interest.
The future of internet is not only about technical
development, but also political cooperation and social
maturity. Without the two latter, any development
aiming at changing – and hopefully at improving – our
lives, is weakened because the context in which it takes
place is unstable and makes no warranty. What we ask
you for is reflecting, wherever you live now, on what the
role of governments should be in the internet
governance, if internet should be subject of any
restrictions and, if so, what restrictions are justified.
A NEW SENSE OF COMMUNITY
Indeed, one name or another to describe what the future
of internet may look like is not relevant, though “the
internet of things” is a nice euphemism. Understanding
the sense of what it may represent for our lives is really
the challenge. Never before a tool has overpassed the
limits of communication in the way the internet has done
it. We can talk with whoever wherever, almost for free;
we can get the latest news from different sources,
compare them and build our personal opinion upon
them; we can learn countless topics for free; we share
music, videos, stories, photos and everything which can
NETmundial’s organisers argue that Internet
governance must be “open, participatory...
technologically neutral, sensitive to human rights
and based on principles of transparency (and)
accountability.”

4. 4
be digitalized; we may start a revolution using social
media; and we...Yes, the list can get much longer.
The history of internet is linked to the process of giving
people the power to generate, manage and share
information. We don’t know if someone ever imagined
what internet has become, if it would be as revolutionary
as it actually is. Jeremy Rifkin, author of "The Zero
Marginal Cost Society", proposes a radical but exciting
future in which the internet has a lot to do. When the
internet of things becomes a reality, knowledge coming
from all the objects connected to the web, will allow us to
be more efficient, to reduce costs radically and,
desirably, to share those products and services with the
rest of people. A very tangible example is the energy. It
already exists an initiative called “The Internet of
Energy” which will develop distributed systems to
connect the “smart” grid with a cloud of devices
(electrical vehicles, appliances, buildings, etc.), so that
any device can be plugged in and loaded from any source
connected to the network.
A society of barter, where I give what you lack and vice
versa is what Mr. Rifkin proposes. And all this, thanks to
efficiencies provided by a network of things and more
conscious users (us), taking advantage of them. It is also
thought that opportunities for business will become
more accessible. For instance, user innovators, which are
more numerous than we think, might feel more
encouraged to take the leap and become active makers
and run their own entrepreneurial projects. On the other
hand, possibilities to create new business models will be
indisputably larger, diverse and, most importantly,
cheaper.
We may be facing a time with a stronger, more purely
sense of community. That “maybe someday” some of us
ideally imagine, hoping our society can change for good,
may be closer than we think.
This article has been written by Luis Salerno @salerno_luis
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"Cisco forecasts that by 2022, the private sector
productivity gains wrought by the Internet of Things
will exceed $14 trillion. A General Electric study
estimates that productivity advances from the
Internet of Things could affect half the global
economy by 2025."(Source: Virgin Records)