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New communication behaviours in a Web 2.0 world
Internal motivators can be:
•
Employees
Employees bring new communication behaviours and habits from the external environment to
which enterprises need to adapt.
•
Knowledge management
The opportunity for better accessibility and management of corporate knowledge through
collaboration.
• Innovations management
The opportunity to drive innovations through collaboration and networking.
•
Costs
Technology costs can be reduced by capitalizing on open software applications and simplified
data management tools.
•
External communication
The need to adapt to users with changed communication preferences.
Market driven motivators can be:
•
New consumer preferences, such as consumers preferring online communication
•
The need to find new forms of direct interaction with customers
•
Marketing and sales opportunities
•
The opportunity to develop new products or enhance existing products
Put simply, Enterprise 2.0 is a new approach to corporate activities that involves capitalizing
on the developments brought by Web 2.0 and social networking in the corporate environment.
Examples of this could be developing a shared knowledge in the workplace or more intense
interaction and relationship-building between various teams and with the corporate customer.
In the Enterprise 2.0 corporate environment the method of spreading information and
developing a shared knowledge among employees has changed. Elements learned from social
networks are being adopted. An example of this is internal corporate blogs: these facilitate
discussion and idea-sharing among employees (replacing emails). Another is the use of wikis
as a way of spreading knowledge and information among employees (replacing un-editable
documents and spreadsheets). This system gives employees the rights to improve the content
and collaborate in the final decision-making process
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.
Mash-ups are evolving as an effective way to integrate multiple Web services. Thus, some
enterprises are starting to turn to Web-based service providers to replace in-house functions.
SaaS
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could even replace traditional IT functions in the near future. However, Enterprise
Web 2.0 means more than just SaaS. All the various technologies, products and sites grouped
together as Web 2.0 have one thing in common: interactivity
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.
The original Web was based on simple client-server architecture, designed for electronic
publishing. That worked well for internet-based books, magazines and mail-order catalogues, but
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