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Untitled Document

In the Web 2.0 era, websites are no longer passive destinations. The days are long gone when a corporate website was merely the online equivalent of a glossy company brochure, while the company intranet served as a simple electronic noticeboard and shared document archive. Today, people come to the Web to find up-to-the-minute information, to interact with each other and to get things done. Enterprise web infrastructure has to evolve to meet those demands, and more.

The Web is transforming how we work and do business, helping to automate many interactions and making it far easier to share and use new ideas with peers and partners. We can no longer talk in terms of a separate infrastructure for web content management, or enterprise content management, without simultaneously addressing the need for interaction and collaboration. We have to think in terms of an integrated content and collaboration infrastructure that satisfies expectations such as:

Real-time information. Customers, employees and business partners alike all expect to be able to access the latest information when they visit a web page. If they're tracking a shipment, looking for product support or checking stock quantities, they're not interested in the status yesterday, last week or last month. They expect to see actionable, up-to-the-minute information.

Meaningful interaction. Web-based automation lets people find information and initiate actions for themselves, but they also expect it to be backed up by human interaction. An anonymous email contact point isn't enough, we expect online forums, live chat and web meetings. We want to be able to connect with others interested in the same topic. When we read a document we now expect to be able to find out more about who wrote it and what authority they bring to the subject matter, and how to contact them if appropriate. This means providing information in a social context and ensuring there's a live contact point beyond the web page a real person who can pick up from where the automation leaves off.

Continuous improvement. It isn't enough just to communicate. Instant feedback demands a proactive response. Organizations, teams and individuals must have the flexibility to adapt and evolve their processes and capabilities as business conditions change. They expect a Web infrastructure that's constantly refreshed with new capabilities and that allows them to rapidly modify content, collaborative functions and team processes.


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