Creating Marketplace 3.0
March 19, 2013
Writing a book is a lot of work – but nothing takes more time and effort than
the smallest part of project: the title.
Like many books, mine generated quite a bit of discussion as we searched for the best way to express what we had experienced as a company and what we were seeing play out in the global business world around us. As the final text began to take shape, the title emerged: Marketplace 3.0.
What does this mean?
In the tech context, 2.0 and 3.0 mean specific things. 2.0 describes a shift in how people were using the web starting in the early 2000s, characterized by collaboration, information sharing, and user-generated content and design. What happened after that? 3.0 is the next evolution, widely acknowledged to be driven by aspects like personalization, intelligent search, and user behavior. These are the elements that Rakuten embraces in what we call “discovery shopping.” These are the drivers of our business today and what I see as the foundation for the global spread of e-commerce in the coming years.
Thus, we call this text and the e-commerce world it describes 3.0 to identify the sea change we are experiencing, the shift we at Rakuten are both driving and riding. It is not an end point, but a moment in time, with promise of more change to come.
My book: Marketplace 3.0
Like many books, mine generated quite a bit of discussion as we searched for the best way to express what we had experienced as a company and what we were seeing play out in the global business world around us. As the final text began to take shape, the title emerged: Marketplace 3.0.
What does this mean?
In the tech context, 2.0 and 3.0 mean specific things. 2.0 describes a shift in how people were using the web starting in the early 2000s, characterized by collaboration, information sharing, and user-generated content and design. What happened after that? 3.0 is the next evolution, widely acknowledged to be driven by aspects like personalization, intelligent search, and user behavior. These are the elements that Rakuten embraces in what we call “discovery shopping.” These are the drivers of our business today and what I see as the foundation for the global spread of e-commerce in the coming years.
Thus, we call this text and the e-commerce world it describes 3.0 to identify the sea change we are experiencing, the shift we at Rakuten are both driving and riding. It is not an end point, but a moment in time, with promise of more change to come.
My book: Marketplace 3.0
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