Introduction and Context:

Steve Jobs, the co-founder of Apple and then CEO of Next Software Corporation, was invited to discuss the future of the World Wide Web and how Next Software fits into this ecosystem. The company was 10 years old at the time of the talk and had become a medium-sized, profitable entity, specializing in client-server software for mission-critical enterprise applications.

The Web as an Extension of Current Operations:

Steve Jobs mentioned that although they were initially unsure about the Web, they quickly realized it aligned with their existing technology and know-how. As a result, they launched a product line called WebObjects, tailored to the unique demands of web-based enterprise solutions.

Radical Pricing Strategy:

Jobs also discussed the company’s new pricing strategy, which was influenced by other big players like Netscape and Microsoft. Next Software decided to offer powerful but free versions of WebObjects, with the intention of upselling more robust versions of the product later. This freemium model was identified as highly successful.

Product Popularity and Market Response:

The talk highlighted the fact that over 20,000 copies of the WebObjects software had already been downloaded from their website. Jobs stressed that this was particularly impressive because this was server software, not client software. Interestingly, the software was most popular on the Windows NT platform, accounting for nearly 12,000 of the 20,000 downloads.

Overall, Steve Jobs showcased how Next Software Corporation was leveraging its expertise in client-server software to make meaningful contributions to the evolving World Wide Web, while also adapting to new market models.

Act 1: The Browser and Static Web:

Steve Jobs outlines that the first act of the web was characterized by static publishing through browsers. In this era, most web pages are created by humans, placed on servers, and remain unchanged until manually updated. He acknowledges the efforts to enhance browser interfaces to be more powerful, like desktop UI, but emphasizes that this is just one side of the equation.

Limitations of Static Web:

Static web pages are limiting because they only change when a human decides to update them. For example, if a webpage is part of a product catalog and a new product is added, each relevant page must be manually updated, a time-consuming process.

Act 2: The Dynamic Web:

Steve Jobs proposes that the second act of the web will focus on dynamic services provided by servers. Unlike static pages, dynamic pages are generated on-the-fly in response to user input or real-time data. Jobs believes that the server will be the epicenter of this new web, as it hosts the applications that create dynamic pages.

Dynamic Services Examples:

He cites FedEx’s package tracking website and search engines like WebCrawler and Lycos as early examples of dynamic services. These platforms generate pages on-the-fly based on user queries, a task too complex and expansive to be accomplished through static means.

WebObjects: Bridging the Gap:

WebObjects is introduced as a solution to easily build dynamic web services. By stacking WebObjects on top of any HTTP server, one can use it to dynamically assemble web pages from components stored in databases or flat files. Jobs demonstrates this with a Dodge car catalog website that assembles pages based on user criteria.

Efficiency and Speed:

Jobs emphasizes that WebObjects dramatically reduces the time and effort required to create dynamic web applications. A Dodge car catalog, with numerous permutations based on model and price, was built in just two days using WebObjects, proving its efficiency.

Overall, Steve Jobs highlights the inevitable move from a static web centered around browsers to a dynamic web focused on server-driven services. He introduces WebObjects as a powerful tool for building such dynamic applications.

Dynamic Web Services:

Steve Jobs discusses the evolution of web servers, emphasizing the importance of dynamic services over mere visual elements like animations. According to him, the real innovation will happen server-side, where real-time responses and heavy computational work take place.

Three Versions of WebObjects:

Jobs introduces three versions of WebObjects, each tailored to different needs:

The base version is suitable for simple tasks and comes with a rich set of objects.

The Pro version allows users to add their own objects and requires a compiled language for better performance.

The enterprise version is designed for large-scale applications and offers sophisticated database integration.

Interoperability:

He highlights WebObjects’ compatibility with various web browsers and servers, indicating that it works on multiple operating systems such as NT, Solaris, and NextApp.

Language Support:

WebObjects supports various programming languages. The base version uses web scripting languages, while WebObjects Pro will support compiled languages like Java later in the year, giving developers more flexibility and choice.

Free Base Version:

Jobs declares that the base version of WebObjects will be free. He suggests that this technology should be essential on every web server to drive the next generation of dynamic web applications, replacing static ones.

Key Takeaway:

Steve Jobs argues that the future of the web lies in dynamic server-side services. WebObjects, with its multiple versions and language support, aims to equip developers with the tools to create these advanced applications.

Clientele and Use-Cases:

Steve Jobs discusses how several well-known companies like Merrill Lynch, Motorola, and Disney are utilizing his company’s technology for large scale applications and intranet services. This establishes the broad applicability and real-world usage of the technology.

Reebok Case Study:

Jobs goes into detail with a demonstration for Reebok. The application, called Planet Reebok, is designed to help users find the right cross-training shoes. The application is dynamic and highly personalized, allowing users to specify their fitness goals, levels, and interests.

Dynamic User Interface:

Planet Reebok’s user interface is interactive and can dynamically adapt based on the user’s input. For instance, after the user specifies their goals and physical condition, the interface allows them to choose specific activities they are interested in, like cycling or running, and accordingly suggests a range of suitable shoes.

Data-Driven Customization:

The suggestions are not static but are generated based on the data the user has inputted. The application can sort these shoe suggestions alphabetically, by price, or by how well they match with the user’s criteria, offering a level of customization that would be difficult to achieve manually.

Importance of Dynamic Services:

Jobs highlights that the complexity and specificity of the data mean it would be impractical to create such a detailed and personalized user interface manually. Furthermore, maintaining it would require updating potentially thousands of web pages whenever any change occurs. This kind of application must be dynamic and driven by data, which is why it could be developed quickly by a small team.

Future Outlook:

He concludes by suggesting that this level of customization and interactivity represents the future of web applications and stands in stark contrast to the static pages that were common at the time.

Sharper Image’s Gift Finder:

Steve Jobs introduces the “Gift Finder” feature on the Sharper Image website. Users input preferences such as their interests and age group. The website then dynamically generates a list of suitable products, like massage chairs and lava lights. The interface also allows users to customize the number of displayed items per page.

Product Information:

Navigating to individual product pages, Jobs shows that users can access detailed information including multiple images and pricing. These pages are designed to be easy to navigate, allowing for a more efficient shopping experience.

Website Management:

Jobs then transitions to discussing how Sharper Image manages its frequently changing inventory and prices. Instead of using static web pages that require manual updates, a separate Web Database Administration app enables easy modification of product details. This app is also built with dynamic web components, allowing for real-time updates to the website.

Importance of Dynamic Websites:

Jobs emphasizes the significance of dynamic web pages for businesses with changing inventories and fluctuating prices. These dynamically-generated pages reduce the manual workload, thereby saving time and resources for the company.

Web App Development:

Steve Jobs mentions that the web apps were built with the same set of components, suggesting consistency and efficiency in the development process. This approach also showcases the flexibility and scalability of their technology for different applications.

Overall, Jobs demonstrates how dynamic web capabilities can greatly enhance both the user experience and backend management for online retail platforms.

Dynamic Page Updates:

Steve Jobs demonstrates the flexibility of the Web Database Administration app in real-time updates. He alters the layout and price of a massage chair on Sharper Image’s website. Despite some technical glitches, the changes appear immediately upon refreshing the webpage.

Additional Product Features:

Jobs showcases the capability to add more features dynamically. He adds color options for the massage chair product, which automatically updates the public page with a new pop-up menu for color selection.

Simple Backend Management:

Jobs highlights how straightforward it is for administrators to update website content dynamically. This ease of use removes the need for manual labor to edit static web pages, allowing for quick and efficient updates.

Web Act 2:

Jobs predicts a new age for the internet, describing it as “Act 2”, where dynamic web applications will be the norm. He anticipates an increasing need for more robust tools capable of building such dynamic web applications.

WebObjects:

Finally, Jobs mentions WebObjects, a tool designed to build complex web applications. He notes that most existing tools aren’t capable of creating dynamic web applications at the scale and efficiency that WebObjects can provide.

Overall, the segment emphasizes the importance and future relevance of dynamic web applications for both user interface and backend management. Jobs outlines how the evolving capabilities of web tools are making real-time updates and administrative work more efficient than ever.

Partnership Acknowledgment:

Steve Jobs introduces Richard Thalheimer, founder of Sharper Image, who elaborates on their long-term relationship. Thalheimer expresses his admiration for the speed at which Jobs’ company has worked to bring new technologies to market.

Speed of Implementation:

Thalheimer notes the rapidity with which his initial contact with Jobs resulted in tangible advancements. He was so impressed by a prior presentation featuring Dodge that he wrote to Jobs, and within three weeks, they had a working collaboration.

Catalogs and the Web:

Thalheimer reveals that Sharper Image spent around $35 million mailing paper catalogs. With the new technology, he anticipates the ability to send significantly more information to a broader audience at a fraction of the cost, heralding a new age in sales.

Overcoming Information Management:

The key challenge, according to Thalheimer, has been organizing the vast amount of product information in an efficient manner. Previously, uploading 400 products to the website took extensive manual labor, which is no longer the case thanks to new technologies.

Payment and Future Possibilities:

Jobs ends the segment humorously, mentioning that they would be paid in free products from Sharper Image. He also invites the audience to approach them with web needs, emphasizing that the era of dynamic websites is just beginning.

Overall, the conversation highlights the accelerating pace of digital transformation in retail, the efficiencies offered by digital catalogs, and the immense possibilities as we move into an era of dynamic web experiences.