•  Odee! is designed to harness all the trends detailed below, within an interface that provides the flexibility of the Web with the usability of TV. Video and Interactive Content on the Internet is in transition from serving as a supplement to being the prime content.
• Traditional Browsers are designed for a different kind of web experience and, like all incumbent technologies, increasingly graft on fixes to accommodate the new realities while still retaining their old biases. We believe it is now time to reassess the whole concept of browsing and create a new paradigm based on the value of the discrete content itself, rather than the arbitrary relationship assigned to them by inclusion on the same web page. Odee! frees content from its' Page Prison, except where that page is directly related to the media content.
• As content (particularly media) becomes King, no single site can hope to provide access to all the user desires within a particular interest area. This has led to the dominance of Search Engines. However these engines do not discriminate enough between potential results, leaving the user to perform keyword acrobatics in the hope of pinpointing the right content. A better way is needed...

The New Web - reversal of functions - Media is more important

• The Old Web was about text-based information, supported by photos, graphics and video
• The New Web is about media (photos, graphics, video) supported by text - similar to TV, but more.

• The Old Web was focused on 2-way information flow, primarily out from the Website with minimal amounts in from the user.
• The New Web is multi-way communication, like email, out from the Website and perhaps shared (forwarded) by the user, or reordered (remixed, mashed up) by the user and sent out to a Website or other users (eg: blogging, Myspace).

• The Old Web was dominated by the link to the Website (the portal structure) with the Home Page of the site directing traffic via subsidiary content links. The Page was paramount.
• The New Web's homepage is now literally the user's personalised home page or starting point, and content links themselves are more important than where the content is hosted (hence the rise of Search Engines and RSS Feeds for locating content). Links, not Pages, rule.

•  The Old Web was mainly text on your PC Screen, hence the Page format and traditional browser layout.
• The New Web is about dynamic content which adapts to the user's preferred medium of communication and format constraints, and changes continuously (whether text or media)..

•  The Old Web was literary rather than visual, designed for reading, not viewing, for browsing not broadcasting, for reference not channel flipping, in direct contrast to TV.
• The New Web is the convergence of TV viewing, with only Channel choice as a user option, to On Demand where both Channel and Items within Channels are selectable. This also features interactivity, generated either by the content provider or the user themselves, with related content. The additional aspect is the relay of content by the user to other users.

• The Old Web was navigated via website Identity, when media was segregated according to site focus and function. Web sites were more defined. With less to choose from in a particular area, finding what you wanted wasn't that difficult.
• The New Web sees sites using all forms of media to compete for visitors in an increasingly denser space. As more content becomes available, user attention becomes scarcer and content aggregation less comprehensive. Therefore individual sites no longer control all related media for a particular area, and a mechanism for cross-site media discovery becomes a key need. Search Engines have arisen to meet that need but suffer from inadequate filtering of content results.