Tapan Bhat, vice-president of Front Doors, Yahoo, asks the question: Is the next web the next web at all? Tapan Baht kicks off with a short overview how the web changed. The old web contained static content, moved to a web where search is the dominant cocept to the web nowadays and the future which drives around personalisation. Everything changes all the time and offers a multi-media persuave experience. The next web is about me. We all know the p’s of marketing (product, place, price etc). We need a new one called “Personalisation” (and we also need the P from Seth Godin’s Purple Cow, GW). We need to be built a Personalization Utopia with the best of the Web’s history, present and future. The next web is going to be built around people.