Software Developers Are Hooked On Iterations

TechCrunchIT has a thought piece by Marc Benioff, chairman and CEO of, wherein he makes clear his vision for Web 3.0.

Web 3.0 is about replacing existing software platforms with a new generation of platforms as a service.
To put Web 3.0 into perspective, we need to look at all of the major waves in the history of the Web.
Web 1.0: Anyone Can Transact
Web 2.0: Anyone Can Participate
Web 3.0: Anyone Can Innovate
One of our developers has a bumper sticker on his laptop that captures the spirit of Web 3.0 perfectly. It reads: “My other computer is a data center.” That’s a claim that any developer in the world can now make. And that’s the stuff of revolution.

In other words, open source is now taken seriously by those who might have once scoffed at such radically democratic forms. Why we need a 3.0 to say that, I don’t know. I guess it makes for a better meme.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.