Marc Benioff heralds Web 3.0 at DreamForce Europe

Marc Benioff heralds Web 3.0 at DreamForce Europe

Summary: Marc Benioff has chosen the company's first DreamForce Europe event in London today to unveil a new definition of Web 3.0 that ties it to the vendor's platform-as-a-service message

SHARE: has come to London today for its first DreamForce Europe event. There have been European customer and partner events in previous years, but this is the first event at true DreamForce scale — 2,500 attendees at the Barbican conference center in the heart of the City, London's financial district. And it has one of Marc Benioff's hallmark two-and-a-half-hour marathon keynotes, familiar to DreamForce regulars [disclosure: is a recent client].

Benioff has chosen London to unveil a new definition of Web 3.0 (a favorite theme of my own) that ties it to's platform-as-a-service message.

Marc Benioff heralds Web 3.0 at DreamForce Europe

Where Web 1.0 was about consumer applications that gave people access and Web 2.0 enabled people to publish their own user generated content, Web 3.0 is about empowering people to innovate using Web-hosted infrastructure, he explains.

"We think Web 3.0 is now upon us. It's the era of platforms," declares Benioff, citing his own company's, along with Google App Engine, Amazon Web Services and Facebook as examples. "New platforms are coming right out of the cloud. It's time to make a choice. You can continue to build your applications in the software model or you can move your applications to the new model of cloud computing. There is a new way to build your applications."

One of the most striking aspects of Benioff's new message is that it's no longer about trying to get everyone using's platform. Showing a slide with logos from 21 different PaaS providers, he acknowledges the emerging diversity of the PaaS landscape: "The hallmark of all these platforms of a service is that different ones serve different markets and different developers." Facebook serves the consumer, Amazon targets LAMP stack developers, Google App Engine is for Python developers, while serves the enterprise market, he explains.

This is a marked change from the old paradigm exemplified by Microsoft, whose success has been predicated on grabbing a near-monopoly with its Windows desktop platform. In stark contrast, as Benioff goes on to point out, on the Web it's easy to combine platforms, for example mashing up Facebook and functionality. "Unlike the old platforms where you had to choose which one to get locked into, you have a lot more flexibiity and a lot more freedom," he says.

Having established that PaaS is a diverse industry rather than a single-company monopoly, Benioff must be relieved to be able to cite independent confirmation of his company's leadership of the sector. Just in the nick of time, it turns out that industry analyst Gartner has just published a new Application Server Magic Quadrant report, which includes as its first ever PaaS participant (Gartner by the way uses the term APaaS, which stands for application platform as a service). " is well ahead of all the major players," says the report, "as well as in mind share, forcing most competitors to catch up."

To reinforce that message, UK financials software CODA today at is launching CODA2Go, an enterprise financials application built on the platform, which CEO Jeremy Roche demonstrated on stage as the keynote drew to a close. I spoke to Roche earlier and will be writing more about its decision to develop on in a separate posting later on.

I'll close here with a few new metrics about in Europe that Benioff cited in his presentation. 7,000 of the vendor's 41,000 customers are in Europe, Benioff said, and annualized revenues in Europe are running above $150 million (out of $850 million worldwide). The largest customer in Europe is Misys with 57,500 subscribers. And to encourage start-up ISVs to develop on the platform, UK based venture capital investor Eden Ventures has announced a competition today to win up to £1 million (around $2 million) in funding.

One other interesting slide I haven't seen in US presentations was one claiming green credentials, stating that the effect of 41,000 customers using instead of their own server infrastructure meant a reduction in carbon emissions equivalent to 4,000 fewer cars on the road. It was just one more element in a distinctly European flavor to the event.

Topics: Enterprise Software, Browser

Phil Wainewright

About Phil Wainewright

Since 1998, Phil Wainewright has been a thought leader in cloud computing as a blogger, analyst and consultant.

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  • From all indications

    Everybody is searching still for Web 2.0. And they're trying to trot out Web 3.0 already?

    HDTV, Vista, and now Web 3.0. What will they think of next? Flying Monkeymobiles?
    Ole Man
  • RE: Marc Benioff heralds Web 3.0 at DreamForce Europe

    I am not a big fan of all those Web X.X buzzwords, however, I agree that Platform-as-a-Service is the future.

    I am still a bit disapointed in the way it is currently done. All those platforms are providing innovative ways for developers to deliver multiple functionalities from multiple sources in a unique interface, which is a big win for the end-users.

    But innovation is limited to developers or people with some good technical skills.

    Real evolution will be when the innovation of those platforms will be about the end-users and not the developers.
    Yves Hiernaux
  • RE: Marc Benioff heralds Web 3.0 at DreamForce Europe

    @Yves -- most of the platforms offered today are indeed for
    developers, but when you think about it -- these developers
    are building apps for end-users, so that in turn they can
    streamline processes and improve productivity -- if the PaaS
    providers do a great job and let developers focus on building
    apps, developers eventually do a great job of serving just the
    right kind of apps to the end-customers -- hopefully helping
    everyone simplify innovation
  • Yabbut... I was there before BeanyBoy
    Keith Mallen
  • RE: Marc Benioff heralds Web 3.0 at DreamForce Europe

    I'm wondering where the line is drawn between Platform as a Service (Mark's definition of Web 3.0) and Software as a Service (SaaS) such as Salesforce as we have known it other SaaS like DigitalChalk (
  • RE: Marc Benioff heralds Web 3.0 at DreamForce Europe

    I agree with the Web 3.0 as the way to go. We need to allow people to help us develop our software. Whether thats customers or other developers. We use CMS a lot, and find the best way to tailor our projects, is to allow our customers to BETA Test for us and do Q&A. After all they are buying the products.