Alcatel Web 2.0 services, Strategic White Paper

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New communication behaviours in a Web 2.0 world
2. The impact of change on internet users
Changes to the internet are clearly having a major effect on the Web environment. But most of
all, perhaps, they are having an effect on users: on how they react to the promise of an evolved
internet, on what they do with it – even on exactly who those users are. Together, these factors
are creating a new type of user. He or she is User 2.0.
2.1 Attitudes of internet users
2.1.(i) Individuals as Users 2.0
An increasing number of individual users rely on the internet to fulfil their communication,
entertainment or social needs
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. Their online presence mirrors their offline activities such
as hobbies, socializing with friends, studies or just having fun. As a result, groups of users
are creating internet communities. Every user is usually a member of a number of internet
communities.
Users have changed from passive receivers of content into active creators and contributors (see
table). As we have noted, this is happening through blogs, social networks, wikis, mash-ups,
virtual worlds, RSS, widgets and other tools.
useR 1.0 useR 2.0
Passively reading and searching for content Actively creating and sharing content online
Dependent on the content creator; not able to express own opinion Can express opinions and even change the content presented
Usually using dial-up or first generation broadband connection Usually using broadband internet connection, or even optical fibre
Getting the Web as it is Customizing Web pages and content
Email is the main communication tool Peer-to-peer programs are the main communication tools
The computer is the main access point Able to connect from various devices
Logging on to the internet for time-limited sessions Often connected online all the time
comparison of user 1.0 and user 2.0
2.1.(ii) Corporations as a specific community of Users 2.0
Corporations are entering this environment, either as a specific community (of employees or
business partners, say), or as creators of an internet environment (such as content, platforms or
applications) for individual users.
This movement is often described as Enterprise 2.0. It was initially defined, by Andrew McAfee
of Harvard Business School, as:
“The use of emergent social software platforms within companies, or
between companies and their partners or customer”
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Enterprises start driving new communication approaches for a number of reasons but they are
usually internal and/or market driven.
Source:
Alcatel‑Lucent