Enterprise 2.0: Beyond the enterprise

So after a lot of thought I have come to the conclusion that Dion has really missed the point, along with Andrew McAfee and Nick Carr, about the use of Web 2.0 techniques in the enterprise. What they are describing is just another variation on Knowledge Management which has been analyzed to death and the issues around it are really well known. Personally I am as skeptical about KM as I am about code reuse.

The interesting use of Web 2.0 in business is in CRM or more specifically Customer Lifecycle Management. Typically CLM is too expensive and long drawn out to be able to do effectively so organizations have tried to do a cheap version which fails. With the use of Web 2.0 social and community techniques however now CLM can be done effectively and efficiently. This is where Web 2.0 will impact organizations the most.


Comments (9)

  1. Anonymous says:


    IBM run a Spark type event called the Global Innovation Outlook where they went round the world…

  2. Anonymous says:


    At the Gartner conference the fact that there is little growth in IT budgets and IT must demonstrate…

  3. Anonymous says:


    Thinking more on the customer lifecycle management as opposed to product lifecycle management…

  4. Anonymous says:

     Gartner really seems to get how Web 2.0 techniques will be used by the enterprise and, surprise…

  5. Anonymous says:


    I noticed that Andrew Mcafee has changed his definition of Enterprise 2.0 after my blog about…

  6. Anonymous says:


    I have been blogging for a while about business value and how the whole Web 2.0 thing in the…

  7. Dion Hinchcliffe says:

    Hi Mike:

    Interesting but I think you’re throwing my baby out with the bathwater.  As you know, there are great swaths of enterprise territory that are affected by Web 2.0.  Everything from SaaS, to self-service IT, to WOA, to name a few.  

    Almost universally, the root cause for all of these things has to do with two-way Web technologies being used by a large number of people (thereby triggering network effects).  

    This means KM is just one area being affected by this.  I think you’re right that CRM and CLM are important subjects to. But I’m pretty sure that’s not where the biggest action is, though it’s be near the top of the list.  More likely, it will be an more overarching goal; the enablement of tacit interactions and other complex collaboration scenarios.  Prediction: This is where the biggest bang will probably be with Web 2.0 in the enterprise.

    And that will include big sections of KM, Content Management, BPM, and CR/LM….. all Web 2.0-ified and brought to bear by decentralized end-users on continually shifting and evolving business processes and problems.

    Just my two pennies.



  8. Michael Platt says:

    Hi Dion

    I think that there is a bit of a misunderstanding here, I just dont think that the major impact of web 2.0 in terms of buisness will be inside the enterprise but in the interactions the enterprise has with the customers.

    I think that the last 10 years have been all about cost saving and productivity in organisations and businesses are fed up with it. They want new markets and new ways of making money and Web 2.0 has lowered the bar to working with customers right through their life with a product to a level where this is now practiable.

    I think the whole KM / CRM / ERP / BI / SOA hype is not where businesses want to go at the moment, its much more about advertising / subscription / monetisation.


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