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Chapter One: The Web Marketplace<br />

Growth of the <strong>in</strong>teractive world as an electronic <strong>in</strong>frastructure for bus<strong>in</strong>ess, commerce,<br />

market<strong>in</strong>g, education and enterta<strong>in</strong>ment is unparalleled.<br />

Growth Projections<br />

The astronomical growth of the World Wide Web (Web) has been well chronicled.<br />

Accept<strong>in</strong>g the analysis of many market research companies (such as the Gartner Group,<br />

Hambrecht and Quist, Morgan Stanley, Goldman Sachs, Input and many others) as hav<strong>in</strong>g<br />

concluded that the Web is already a significant factor <strong>in</strong> the global electronic economy,<br />

Andromedia believes the most significant growth <strong>in</strong> use and dependence on the Web is just<br />

<strong>in</strong> front of us. We believe the activity level seen on the top ten Websites of today will be<br />

only the average <strong>in</strong> less than 18 months. In less than 18 months, companies and<br />

<strong>in</strong>dividuals will be more dependent on the Web for conduct<strong>in</strong>g their professional and<br />

personal lives efficiently and productively.<br />

We conclude that high website growth is due to:<br />

1) Content<br />

2) Bandwidth<br />

3) Access<br />

4) Advertis<strong>in</strong>g<br />

1) Content Author<strong>in</strong>g Tools<br />

Content author<strong>in</strong>g tools are becom<strong>in</strong>g much more powerful, easy to use and<br />

abundant.<br />

Recently, the <strong>in</strong>dustry has seen a barrage of powerful and easy to use tools and<br />

languages arrive on the market, dramatically chang<strong>in</strong>g the content creation<br />

bus<strong>in</strong>ess. These new tools range from entirely new languages for develop<strong>in</strong>g<br />

content (such as Java from JavaSoft, a Sun Microsystems Company) to added<br />

features <strong>in</strong> exist<strong>in</strong>g tools such as the “save as” function <strong>in</strong> Microsoft Word.<br />

Shockwave from Macromedia and other multimedia tools have also contributed to<br />

this revolution.<br />

The result of this step-function improvement <strong>in</strong> capabilities of available tools is<br />

lead<strong>in</strong>g to the creation of more <strong>in</strong>terest<strong>in</strong>g and useful content.<br />

______________________________________________________________________________<br />

The Aria Architecture Page 4 Andromedia, Inc.<br />

White Paper July 1996

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