Enterprise 2.0: Leveraging Prosumerism 2.0 Using Web 2.0 and Web 3.0

Enterprise 2.0: Leveraging Prosumerism 2.0 Using Web 2.0 and Web 3.0

Chaka Chaka (Walter Sisulu University, South Africa)
DOI: 10.4018/978-1-60566-384-5.ch035
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This chapter explores the possibility of synergising Enterprise 2.0 and Web 3.0 through Enterprise 2.0 participation technologies such as blogs, social networking sites (SNSs), media sharing sites (MSSs), and mashups. In short, Enterprise 2.0 is Web 2.0 as applied to the business or commercial domain, and Web 3.0 is a much refined and sleeker Web, extending and improving the offerings of Web 2.0. In addition, the chapter investigates the notion of Prosumerism 2.0 in the context of Enterprise 2.0 and Web 3.0. Against this backdrop, the chapter provides, firstly, a short overview of Enterprise 2.0 and Web 3.0. Secondly, it delineates and discusses the idea of Prosumerism 2.0 in relation to Enterprise 2.0 and Web 3.0. Thirdly, it outlines how Enterprise 2.0 and prosumer-generated content (PGC) can be monetised through harnessing the hybrid participation technologies such as SNSs and MSSs.
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Background: An Overview Of Enterprise 2.0 And Web 3.0

In one sense, Enterprise 2.0 is the use of Web 2.0 within business organisations (see Platt, 2007). That is, it is about applying Web 2.0 inside the enterprise firewall. In this regard, it is a collective term referring to technologies and business practices leveraging Web 2.0 applications such as blogs, wikis, social networks, media sharing sites, mashups and RSS feeds for business purposes. The essence of these applications is that they are collaborative and participatory in nature. They help facilitate collaboration and participation between enterprises and their distributed employees and between enterprises and their networked partners and customers regarding sharing content, knowledge, information and services (McAfee, 2006).

In another sense, Enterprise 2.0 is a fusion of Web 2.0 and service-oriented architecture (SOA). As such, it enables enterprises to have access to a Web of distributed and networked customers, partners, applications, services and devices thereby harnessing the collective intelligence (CI) and sourcing the wisdom of the crowd (WoC). This results in an increased competitive edge stemming from innovation and productivity (McAfee, 2006; Platt, 2007). Similarly, the use of Web 2.0 by enterprises to interface with customers or consumers is known as B2C 2.0 (Business to Community 2.0). B2C 2.0 differs from the traditional Business to Customer (B2C) in that it is characterised by online social collaboration, community networks and personalised user experiences (Platt, 2007).

On a different plane, Web 3.0 is a nebulous concept characterised by diverse views (see Murugesan, 2007; Spivack, 2007). In this chapter Web 3.0 is used to encompass the Semantic Web (Davis, 2007-2008; Spivack, 2007). The contention is that semantic technologies that are applicable to the Semantic Web are incorporated into Web 3.0. Thus, Web 3.0 is part of the semantic waves characterising the evolutionary and versionary stages of the Web: Web 1.0; Web 2.0; Web 3.0; Web 4.0; etc. Web 1.0 was a static, self-containing publishing Web intended to connect information to the Internet and commercialise the latter. Web 2.0 is a participatory Web allowing users, content, services and applications to interact. It is underscored by the architecture of participation. Web 3.0 is the nascent third generation Web technologies and services intended to take all what Web 2.0 stands for to new semantic heights while Web 4.0 is touted as an intelligent Web (Cheney, 2007; Murugesan, 2007).

Key Terms in this Chapter

Lifestyle media approach: The approach focusing on prosumers’ digital lifestyles, behaviours, and preferences as determined primarily by their use of Web 2.0 technologies.

Cloudware: A term for the new decentralized and distributed nature of the Internet

Content hyper-syndication: A business model meant to make professionally produced content available in open and portable channels.

Widgets: Widgets are portable and reusable pieces of software code that can be embedded within web pages.

SaaS (Software as a service): Software that users purchase based on a subscription model. It is mostly delivered via the Internet.

Intention economy: Related to attention economy, this expression refers to the notion that a buyer has to find a seller and not the other way round

New platform aggregation: A model relying on user-generated content and open distribution platforms.

Walled communities: A business model based on distributing niche and user- and community-generated content within a conditional access.

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