Many have applied the Web 2.0 definition to the enterprise. They believe that Enterprise 2.0 simply means using Web 2.0 technologies such as wikis, blogs, mash-ups, and gadgets within the organization. Or does it?
IT architects are quick to point out that such technologies can only work if they are based on a service-oriented architecture (SOA) and supported by a solid middleware layer. But to serve what business purpose?
Tenured IT professionals will quickly see many parallels between the Enterprise 2.0 enthusiasm and the knowledge management hype of the 1990s that—worthwhile as it was—never made it into the main stage. So what is different today?
Drawing on our diverse backgrounds in customer relationship management, enterprise content management, enterprise performance management, and human capital management, we define Enterprise 2.0 in a different way. I believe Enterprise 2.0 creates competitive advantage through interactive and collaborative business models. In this sense, Enterprise 2.0 is not a vision for the future, but today’s reality. It has become a business imperative. Because business requirements are leading technology, organizations risk lagging seriously behind. The following trends are causing companies to respond urgently:
• Most new business models are based on mass customization and customer self-service. Organizations routinely outsource activities and collaborate with partners and customers to innovate.
• Demographics have changed. Customers are very comfortable with technology and are “always on.” Moreover, a new generation of people—one that has never not been connected to the internet—is entering the workforce and moving into management positions.
• Technologies are open and collaborative in nature, so that end users can combine various tools can by assembling, disassembling and reassembling applications. In the context of Enterprise 2.0, these newly created applications also need to be secure.
Wake-up call.
There is a huge gap between the way business models actually work in practice and the way business is managed and IT systems are implemented.
• Instead of discussing aligning the way the business is managed with these new business models, many organizations are still discussing whether business and IT are aligned.
• While the highest-performing organizations shape a complete value chain, many others feel accountable only for their own results.
• While leading organizations connect workers through collaborative software that leverages best practices, many others still focus on transactional business process integration.
• While social networking has achieved enormous popularity in the Web 2.0 world, administrators within the enterprise still worry most about user access control.
• Dramatic changes are affecting traditional business models across most industries, making the case for a different approach. Competitive advantage today is achieved not through command, control, and operational excellence. Instead, it is realized though collaboration, communication, and management excellence.
Enterprise 2.0 has become Business 101. You can download the full paper here.
