Get more from web services.
The next generation web services are built upon a seamless co-operation between the browser and the web server. In majority of the current web services, the browser communicates with the server with long intervals and the service flow feels bumpy. Whereas in the next generation services, the browser and the server communicate several times in between hops from page to page. This allows the browser to guide the users better and thus help them to get more out of the service.

Several functionalities of the server can be moved to the browser. The user will get immediate feedback and the service feels logical and easy to use. The service can also guide the users to do the right actions, for example, by showing only required fields and altering the user path based on the input.

When these kind of services have been implemented properly, they evoke positive impressions among the users and make them return to the site more often. Because it just works.

These next generation services are not exclusive to the people using only the newest browsers. Quite the contrary, the services are designed to take different browsers into account from the very beginning and they adapt to various environments. Usually, some of the assisting functionalities are turned off to protect the core path of the users.

Transferring parts of the service to the browser is not a security issue either. The software in the server does not trust any information coming from the Internet, and thus all inputs are checked before executing any actions.