We are now entering the Web 3.0 generation, where we will see web technologies start to evolve into semantic technologies through connected intelligences. This area will play out across numerous Internet technology layers including analytics, content management systems and social networks. But the key area where we see it having the biggest impact on our current browsing activity is in the template, navigation and content layers of most websites.

Amaze is investing heavily in technology and intellectual property to join the dots between a users identity, their social graph, their browsing habits and their content consumption. This will give us a deeper understanding of user behaviour and will allow us to morph relevant content and navigation around users through dynamic templating and content delivery.

It may be said, that this is just an advanced form of personalisation but it requires intelligent algorithms that continuously learn from mined data to build evolving profile groupings of user communities. This deeper analytical information can drive content and design in much more granular way compared with what we typically see from analytical products today.

Amaze’s next generation web sites will work with progressively enhanced templates using latest HTML5 thinking to give a rich dynamic experience. However, just underneath the presentation layer we will have a layer of algorithms that connect to the users identity via the social graph or through our profiling engines to source the correct content, navigation structures for that user through a rich and engaging interface.

This approach and thinking gives us a truly next generation approach to website building.