What are the implications of the Physical Web? Jeff Vreeland, Ohio, US SJ: While everyone is excited about the ability of the Physical Web to control smart Internet of Things devices, it actually goes much further than that. Imagine a dog collar, a movie poster or even a mall map. Any physical object or place can sprout a virtual notecard of simple information. This goes back to the roots of the web, where information could be seen by any device. This ability to add information to anything could unlock many breakthrough use cases.