Merrill Brink News Reviews and Opinion on Apr 5, 2013: How Businesses Should Adapt to a Smarter Internet

London, UK (PRWEB UK) 5 April 2013

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In the last two decades, the Internet went through consistent, rapid, extensive, yet fundamental changes in response to the behavior, needs and demands of the global Internet users. During Web 1.0, the Internets role served as a basic platform to make information widely accessible. This gave way to Web 2.0, when social media and communities gave users the ability to connect, interact and communicate within the websites they visited.

The proliferation of this type of interaction is ushering in the next generation of the Internet: Web 3.0. Whilst Web 3.0 is still in the process of being defined, digital strategists describe that it is akin to the Internet gaining its own brain.[1] Managers and professionals need to be aware of this technology as it has implications to business and innovation landscape. This new generation of the Internet will continue to shrink the digital divide and provide richer, more relevant online experiences through heuristics of a users needs based on their profile, historical search queries, and posts to suggest relevant websites, services and video content. The evolution of this holistic online experience is aided by multi-platform Internet use and how they interact with an organisations product or service. For example, people are increasingly watching television, whilst also tweeting on their smartphones and surfing on their tablet or laptop.

Businesses are realising that well-translated online content and materials can be more important than ever in the era of Web 3.0. Search engines algorithms are continuously tweaked and advanced to provide semantic or ‘natural-language searches’, which examine users histories and profiles to tailor their search results accordingly. This means that two people who have typed the same search term into a search engine, but carries out the majority of their searches in another language will be furnished with different results based to their individual profiles. The Euromonitor Report adds that the intelligent searching in Web 3.0 is possibly the development of search engines that will be able to read every page of the web and return results by drawing on a general knowledge of language and concepts in the search results.

Moreover, the defining elements of Web 3.0 are collaboration, convergence, connectivity, creativity and community.[2] Whilst web collaboration is not a new concept, users continue to experience linguistic and cultural barriers. According to McCreary, chief technology officer at NSG Group, this will create demand for translation and adaptation services as businesses shift their practices towards this new Internet.[3]

Web collaboration tools are now being developed to address these issues by providing more life-like settings in video, language translation, meeting playbacks and more problem solving methodologies, McCreary explained. Over the next few years we will see an explosion of technology that better enables these global virtual teams to innovate and execute together.

Web 3.0 will lead to an increasingly borderless landscape and form cross-disciplinary solutions. In addition, Leibtag of EContent magazine said that the ease of communication and the presence of immediately accessible mobile platforms will continue to make the globe feel more like a village.[4] To achieve best results, professionally translated content, applications and materials will be an integral part of this process as companies adopt Web 3.0 and reap its global benefits.


[1] Euromonitor International : Strategy Briefing, February 2009 – Power to the Consumer: How Web

Technology Is Influencing Behavior

[2] Journal of Business Strategy – Welcome to World 2.0: the new digital ecosystem, Fahri Karakas

[3] American Journal of Business Web Collaboration How It Is Impacting Business, Bill McCreary

[4] EContent Three Reasons the Web is Morphing Into Web 3.0, Ahava Leibtag

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About Merrill Brink International

Merrill Brink International ( is a leading provider of complete translation and language solutions for global companies and law firms, with special expertise in serving the legal, financial, life sciences, software, heavy machinery and corporate markets. A proven leader with more than 30 years of experience, Merrill Brink offers a wide range of language solutions including translation, localisation, desktop publishing and globalisation services.

Merrill Brink is recognised in the industry for its commitment to quality and its pioneering approach of leveraging technology to reduce costs, eliminate redundant processes and accelerate translation life cycles. Merrill Brink is certified to ISO 9001:2008; ISO 27001:2005 and ISO 13485:2003, and registered to EN 15038:2006 and ISO 14971:2007. Together, these standards provide assurance that the most stringent process and quality standards for translation are followed. Merrill Brink International is a wholly owned subsidiary of Merrill Corporation.

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