Second afternoon at LeWeb conference, Chris Sacca, Founder, Lowercase Capital LLC, proposed to us his three dominant trends for 2010 in a very tongue-in-cheek presentation.

They are:

1) Douchebags

• According to Wikipedia, “the term refers to a person with a variety of negative qualities, specifically arrogance and engaging in obnoxious and/or irritating actions without malicious intent”
• According to Sacca, they create hostile environments on the social Web but he says we’re moving past this with the rise of the real Web
• This is happening because of distributed authentication. We’re being verified against an actual community plus location information.

2) Porn (the traditional definition, i.e. material that is intended to cause excitement and arousal)

• Sacca then showed us a series of graph and data charts
• “Data is porn”
• “Data enriches all Web services we can provide”
• “We’ve never known more about people’s preferences”

3) Lube

• There’s friction in the e-commerce funnel (shopping cart abandonment)
• Major mistake: we ask people to provide information before giving a service
• iTunes: makes it easy to buy
• Amazon: one-click makes it easy to buy also.
• They’ve removed the friction
• Signing up is also painful, creating a profile. As a good example, he talked about Posterous (which allows you to signup using e-mail. “E-mail is simpler than logging-in.”
• He suggested developers provide benefit first before the hurdle of signing in.
• “Let’s lubricate the Web.”