Web 2.0 Dead? (Spoiler: No)
If you follow tech headlines, you might believe we are on the brink of a total internet revolution where Google and banks disappear overnight, replaced by DAOs and cryptocurrencies.
The reality, as always, is more nuanced.
At VerifyUs, we look past the hype to see the infrastructure actually being built. We are not just entering Web 3.0; we are entering the era of "Web 2.5"—a hybrid transition that will define the next decade of digital business.
Here is what that looks like for your Go-To-Market strategy, and why the "Read-Write-Own" internet is closer than you think.
1. What Web 3.0 Actually Includes (It’s Not Just Crypto)
While Web 2.0 was the "Read-Write" internet (social media, blogs, user-generated content), Web 3.0 is the "Read-Write-Own" internet.
It shifts the power dynamic from centralized platforms (where tech giants rent you access to your audience) to decentralized networks (where you own your data, identity, and assets).
The core pillars driving this are:
Blockchain & Tokenomics: The ledger that allows for trustless verification of ownership.
Decentralized Identity (DID): A portable digital identity you control, eliminating the need to "Log in with Google."
DeFi (Decentralized Finance): Banking services without the banks.
The Killer App: Micropayments
Perhaps the most disruptive GTM opportunity in Web 3.0 is the death of the minimum transaction fee.
In the Web 2.0 world (Visa/Stripe), you cannot send 5p to a customer. The fixed fees (e.g., 20p + 3%) make it economically impossible. This limits business models to subscriptions or ad-supported revenue.
Web 3.0 changes the math.
Using "Layer 2" scaling solutions (like Optimism or Lightning Network), we can now send £0.001 instantly, for free.
The "Stream" Economy: Imagine paying for a video by the second. If you stop watching at minute 3, you only pay for 3 minutes.
Spam Prevention: If sending an email cost £0.0001, it would be free for humans but prohibitively expensive for spammers sending millions of emails.
New Reward Models: Browsers like Brave already allow users to earn tokens for viewing privacy-respecting ads, tipping creators fractions of a penny automatically as they browse.
2. The Reality Check: Welcome to "Web 2.5"
So, if the tech is this good, why aren't we all using it yet?
Because we are currently in the "Early Majority" transition. We estimate we are roughly 20-30% down the path. The infrastructure is robust, but the User Experience (UX) is still catching up.
We are entering a 10–15 year period of Web 2.5—where Web 2.0 interfaces sit on top of Web 3.0 backends.
The "Mullet" Strategy: Successful apps in this era will have "Web 2.0 in the front, Web 3.0 in the back."
Example: A user logs into a loyalty app using their email (Web 2.0), but the "points" they earn are actually NFTs (Web 3.0) that they can trade or sell. They don't need to know what a "private key" is; it just works.
Infrastructure Dependency: Ironically, most "decentralized" apps still run on centralized clouds like AWS or Azure. If the cloud goes down, Web 3.0 goes down.
The Legacy Laggard: The banking world still runs on COBOL code from the 1960s. They won't switch to blockchain overnight. Instead, we will see a decade of "bridge building"—connecting old bank accounts to new digital wallets.
3. The Go-To-Market Takeaway
For business leaders, the message is clear: Don't pivot your entire company to crypto, but don't ignore the plumbing.
Web 2.0 is going to be around for a long time. It anchors our regulatory frameworks, our banking systems, and our user habits. However, the growth engines are shifting to Web 3.0 rails.
Your Strategic Move:
Start looking for the "Web 2.5" opportunities in your funnel. Can you use blockchain to verify user credentials instantly? Can you replace a clunky loyalty card with a digital asset your customers actually own?
The future isn't about choosing between the old web and the new. It's about verifying the bridge between them.
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