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SOA - Integration Industry Pulse

Beth Gold-Bernstein

Enterprise 2.0

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Last week ebizQ held its Enterprise 2.0 virtual conference. The event had some great presentations by Gartner analyst David Mitchell Smith and Forrester's Rob Klopowitz. David Smith stated that the future of Web 2.0 is NOT Web 3.0. While organizations are adopting social networking and cloud computing, just two of the technologies and uses attached to the term Web 2.0, as they move forward they will focus on separate initiatives. Rob Klopowitz talked about the innate tension that occurs when you introduce innovative and somewhat disruptive technologies into IT organizations that typically try to control all computer and network use.

The conference included a live panel with Dan Woods, CTO and Editor, Evolved Media, Nathaniel Palmer, President, Transformation+Innovation; Executive Director, Workflow Management Coalition and Puneet Gupta, CEO and Founder, Connectbeam. While David Smith reported that Enterprise 2.0 initiatives have often been led by IT, in an audience poll done during the panel the attendees incidated that the majority of their initiatives are being led by business users.

By coincidence, the same day I got my new MIT Technology Review and the issue was focused on the "Future of Web 2.0". While the analysts pointed out the ways the new capabilities of Web 2.0 are changing the ways organizations work and collaborate, the MIT articles pointed out that no one has actually been able to figure out how to make money from social networking. However, it is growing very rapidly and most pundits feel it is only a matter of time before they can monetize all the eyeballs on the social networking sites.

So what does this mean to the organization? First of all, we found that while the terms Web 2.0 and Enterprise 2.0 are useful to describe the new capabilities, vendors are not lining up behind the term, and the analysts indicated the terms will soon be obsolete. And while the vendors creating the new technologies have not yet figured out how to make money, and enterprises have not yet defined an ROI, social networking is starting to seem like an inevitability, which may replace email in many instances.

In fact, the virtual conference environment itself is an example of Web 2.0. It includes a networking lounge and public chats in the lounge and in booths, and person to person chats so visitors can contact other visitors. Allison of Dorsey Consulting contacted me through the chat and said "Great experience! I will be back. Your team did a good facilitation job today, and I enjoyed it. Poked in booths, chatted with people, made a couple contacts I will follow up in. Almost like a trade show . . . .Onward to virtual experimentation!".

As we experiment and experience more in the virtual world the Web 2.0 nomenclature might go away, but it seems the technologies are here to stay - and change the way we work and interact. Is your organization on the bandwagon yet?

1 Comment


I describe next generation of web 2.0 as leveraging web 2.0 to extend into the IT organization. Cloud computing or SaaS applications are examples of evolved web 2.0 technology. We see a tremendous amount of traction with our clients utilizing SaaS based solutions like Salesforce.com to extend or replace client server architecture. The end result is a more efficient application that is nearly ubiquitous for the user and able to adopt to a changing business landscape.

If you are wondering where the next social network will be and how will they make money, take a look at www.Xeequa.com. Axel Schultz has developed a social network for business that allows businesses to create social networks for vendors, customers, etc. and share opportunities on deals, or provide the latest information to their customers. They have over 10,000 business customers today and growing.

Look forward to following your blog in the future.


Industry trends and vendor spotlights from Beth Gold-Bernstein.

Beth Gold-Bernstein

Beth Gold-Bernstein is a recognized expert in integration technologies and SOA with over 20 years experience View more


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