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Why We Like The 'Enterprise 2.0' Label

Many are sick of all things 2.0. But it's too early to bury it.

What, you're getting a little tired of the 2.0 monikers?

You're in good company. Matt Glotzbach, senior product manager for Google Enterprise, a business built on Web 2.0 energy, says he looks upon the term Enterprise 2.0 with "disdain." Elisa Graceffo, group product manager for collaboration and portals at Microsoft, says Enterprise 2.0 is too vague and that someone should come up with a new name. Yet, in the face of no alternative, the 2.0 label gets used. "I'm going to use the term--hate it, but have nothing else to replace it with," Sun's CTO for software, Bill Brewin, says about Web 2.0. (InformationWeek's parent company, CMP Technology, is co-producing an event called Web 2.0 Expo in April and one called Enterprise 2.0 in June.)

The reason it gets used is there's real meaning behind the tag today, giving businesspeople a way to talk about the kind of collaboration and information sharing they must move toward. There will come a time when Enterprise 2.0 loses its meaning entirely, much as e-business did when Internet-based commerce became less of a novelty. When the kind of Web-based, highly interactive collaboration and information sharing that defines Enterprise 2.0 becomes commonplace, we'll hang this one up, too.

Illustration by Ryan Etter

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