Today, every smart device in your home has it's own app. That's fine if you have 2 or 3 but what if there are many more? If we believe in Moore's law at all, the number of smart devices is going to explode, not just in our homes, but in our work and in public spaces. Apps are fine for things you use everyday but what about things that you just once, like a poster, or a vending machine? We are trapped by apps as they are too much work for a simple 'walk up and use' scenario. We need an open standard, one based on the web to allow any device to have it's own web page. This talk will show how this standard is being built and we, as a community need to make it happen. It will also discuss how transformative this new standard will be as allowing any device to have it's own virtual notecard of information opens up entirely new product concepts.