Impact - Kynetx Developer News: Client-Side Paradigm Creates New Breed of Applications; New Revenue Streams

Kynetx Impact Conference -- Kynetx is changing the future of Web Identity and privacy by taking the power away from the server and moving it over to users? desktops, mobile phones, or other client-based technology. The evolution (or even the ?revolution?) to client-side applications will change the face of emerging Web 2.0 applications and produce new revenue streams, according to identity pundits Doc Searls, Kim Cameron, Phil Windley and Craig Burton, who presented to a capacity crowd of 150 Web 2.0 application developers at the first-ever Kynetx Impact developer conference event.

?Identity is the support for personalization on the web that the mouse is for the keyboard,? Kim Cameron told Kynetx developers in his keynote address. ?Digital Identity is the foundation of collaboration and social media. What we need now is a directory metasystem that works holistically in the cloud, in enterprises and organizations and on devices. The developer experience should be the same, whether an application will run in the cloud, in an enterprise or on a device.?

?The balance of power in the business world shifting from one of vendor control to one with both customer and vendor control,? said Doc Searls, Senior Editor of Linux Journal, and co-author of The Cluetrain Manifesto. ?As customers gain more power to express their actual intentions, we will move from an economy that places a premium on guesswork ? especially advertising, an ?attention economy? -- to one that places a premium on knowledge that can only come from customers: the customers? actual intentions. For example, their shopping lists. The result will be an ?intention economy? that is a vast improvement on the attention economy, for the simple reason that there will be much less MLOTT: Money Left On The Table. Customers will be able to make known, in private and selectively disclosed ways, exactly what they are looking to buy. This is advertising in reverse: from customers to sellers: a ?sellers guide? for vendors, rather than a ?buyers guide? for customers. Knowing exactly what customers want is far more rewarding economically ? and in every other way ? than even the best predictive efforts based on behavioral observations. Bottom line: knowledge beats guesswork, and nobody knows the customer better than the customer herself.? Searls also unpacks this new market category, called VRM, or Vendor Relationship Management (?the reciprocal of CRM, or Customer Relationship Management) in ?Markets are Relationships,? his new chapter in the 10^th anniversary edition of The Cluetrain Manifesto, the business bestseller of which he is a co-author.

Paul Trevithick, CTO of Azigo, gave developers a preview of the company?s upcoming ?Azigo 3.0? browser add-on. Trevithick demonstrated the ability for a Kynetx KNS rule running locally as a Javascript application to retrieve information captured about the user from the Azigo 3.0 add-on. This approach opens the door for new context-aware applications to employ advanced personalization and context automation while fully preserving user privacy. At the event, Kynetx conference partner Acxiom Corporation® also discussed plans to grow their identity solutions for consumer transactions using the Kynetx platform.

Kynetx provides a rules-based platform for leveraging the browser and user context to build ?purpose-based? web applications that can span multiple URLs, giving users a much broader and more efficient way to navigate the web (as well as conduct highly satisfying and more efficient ecommerce).

?The entire Web is now my canvas,? remarked entrepreneur and developer Andrew Clay Shafer, a conference attendee. Video transcripts of the conference presentations will be available at www.kynetx.com along with a link to a free white paper, and notes from the conference are widely available on Twitter under the search tag #kynetx.

About Kynetx

Founded in 2007, Kynetx is a private company that has developed a proprietary rules-based development platform that is the first infrastructure to support the ?purpose-centric? web metaphor that is driving the next era of software services and Internet applications.