LACK OF WEB 2.0 KNOW-HOW: A POTENTIAL BARRIER TO BUSINESS PROGRESS?
Senior executives might be aware of the promise inherent in the buzzword ‘Web 2.0’ – but they certainly don’t think they have the necessary IT know-how in-house to capitalise on it effectively.
That’s one of the findings of a study by the Economist Intelligence Unit (EIU)* that asked over 400 senior people from major companies for their views on Web 2.0. This is the term applied to the perceived transition of the first-generation World Wide Web into a platform that is populated largely by user-generated content and online software applications.
Millions of consumers are already there and already fully engaged. The rise and rise of online phenomena such as blogging and social networking are clear evidence of the appeal of the more interactive Web 2.0 world. A world where people spend more time on eBay, YouTube and Facebook than on any other website**, where sites such as MySpace can attract 2 million new members in a single week and where fresh blogs spring up at the rate of one a second.FROM TEENAGE BEDROOM TO CORPORATE BOARDROOM Now businesses are taking serious notice. EIU reports that 75% of the respondents in their survey see the potential of blogging and social networking as key tools in helping to boost company revenues and cut costs: for example, by inviting direct input from customers at early stages in the development of new product ideas or marketing campaigns.
Sixty eight per cent went as far to cite Web 2.0 as potentially the biggest single factor in changing the way their company interacts with their market. Almost half also recognised the powerful impact it could have in internal communications: for improving greater cross-department and cross-company interaction and collaboration between employees.
The survey was global – but EIU found that UK companies were up among the early adopters in embracing Web 2.0 tools and methods. Industries such as entertainment and media, technology, travel and tourism and professional services are leading the way.
CAN ORGANISATION DO IT?
But there is a potential downside. The corporate enthusiasm and vision may already be there but putting it into action quickly may be more of a problem. Over 25% of the EIU survey also said that their company lacked the necessary technical competence or manpower resources to implement Web 2.0 applications: effectively a major barrier on their progress. Unless, of course, they can reach out, network and take the expertise they need as an outsourced solution from a trusted supplier.
It seems likely therefore that there are opportunities for those Communications Providers able to fill this 
knowledge gap and offer the kind of Web 2.0 expertise that their customers are lacking.
* Source: "Serious Business: Web 2.0 Goes Corporate" -Economist Intelligence Unit(EIU) (March 2007).
** Source: Ofcom’s UK Communications Market Report 2007 (August 2007).