This week in San Francisco, California is the Web 2.0 Summit hosted by O’Reilly Media and TechWeb.  While much of the conference is the discussion of theoretical assumptions or predictions of our evolving technology orientated economy.  I won’t bore you with a lot of the over analyzed content that a number of the presenters went through, including Mary Meeker of Morgan Stanley’ 68 slide presentation on why its now time for Mobile to take off led by Apple.

All that said, there was one presentation I thought was insightful and highlights one of the fundamental shifts I believe is occurring on the web.  It was a presentation titled, “Casually Serving 130 Million with Games” by Zynga CEO and Founder Mark Pincus (presentation clip below – unfortunately Mark was rushed through some key points of his presentation by the conference organizers):

I think Mark’s presentation hits on one of the key shifts in the social media driven economy – the introduction on ‘instant’ apps on all social platforms (including Mobile).  Users on the social Internet are conducting significant levels of commerce driven by apps.  Already a $6 billion industry – don’t underestimate the power of the Farmville business case.

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