Ben McCallum's Blog

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Enterprise 2.0 to become a multi-billion dollar industry

I’ve just come across this link which says that by 2013, Enterprise 2.0 will be $4.6 Billion by 2013 according to Forrester Research. Of course I can’t access the .pdf document because it is US $1500 to purchase but you can read the blog written about the article here.

Interestingly, the article depicts that web 2.0 tools such as: Blogger, Facebook, NetVibes and Twitter were not Enterprise 2.0 because they had ads and were not design for an enterprise environment. I would argue that this is incorrect; 1. because Twitter doesn’t have any “overly noticeable” ads but also because these tools can still be used by companies if only as a start up tool before they have to purchase an expensive E2.0 tool to better manage the interactions.

The article also discusses that the biggest challenge facing E2.0 in the future is getting past the “IT gatekeepers” of the businesses. That is, trying to convince the older generation to shift their investments into new technology. This is very well said in the article and a very important point. The quicker businesses change their view on social media the faster they can learn and begin to gain the benefits from using it.

Futhermore, some interesting patterns are identified. External marketing is predicted to outweigh the expediture of enterprise 2.0 tools for the business internally this year. Currently the predominant age of social media users is 12-17, but by 2011, the users of web will match the users of web 2.0 tools (overall).

Feel free to read more about the article at the following link:


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10 thoughts on “Enterprise 2.0 to become a multi-billion dollar industry

  1. jamie turner on said:

    Interesting post Ben,
    I think the enterprise 2.0 will definitely grow over the coming years.
    It’s also a debatable topic if twitter has ads or not, they have “sponsored links” under your profile name.
    I can see where they are coming from saying that apps that contain ads are not designed to be used in an enterprise and i think that this will lead to similar clone applications being developed specifically designed for business. For example yammer( ) uses a similar concept to twitter but targets the business environment.


    • benmccallum on said:

      Thanks Jamie,
      That’s interesting, I never realised twitter actually had ads. I guess I’ve read around and everyone seems to think they don’t but if they are sponsored then you could definitely consider them ads. I guess what I was trying to say is that free or publicly available web 2.0 applications can still be e2.0. Take the Google blog for example. It is hosted by Blogger which is a freely available web 2.0 blogging service which Google use to talk to their customers. Thanks for the link to Yammer though, that looks like an interesting app. It also has some links to customers using it which could help me in later research.

  2. Emma Brown on said:

    Dear Ben,
    You have put forward some very interesting points.
    I look forward to reading your ideas in the future.
    Yours sincerely,
    Emma x

  3. Hi Ben, yes E2.0, SaaS, Cloud computing etc will revolutionize the way organisations manage their IT needs – I wonder where the Microsoft’s & SAP’s of the world will sit…

    • benmccallum on said:

      Hey Paul, thanks for the comment.
      I’m sure Microsoft and SAP will continue to compete with the new generation of Enterprise software services that is E2.0. There’s a few interesting blog posts on SAP and Enterprise 2.0 around. Such as: It is interesting to note that SAP invites bloggers to their media conferences and allow them to get access to the executives of the company. They clearly understand that bloggers have the power to broadcast good and bad opinions of companies to large audiences. And that these opinions are actually taken seriously.

  4. We have had 20-30 years of IT led innovation within the enterprise – so IT is often the first place that execs look when they are hoping to transform their businesses.

    Increasingly, however, business unit managers are looking for faster results and more flexibility … this is creating opportunities for many Web 2.0 businesses looking to expand into the enterprise. IT still has an important role to play, but it looks like there is a shift underway – and this certainly makes for interesting times.

  5. mariajoanidis on said:

    I’m thinking that maybe, is like Internet in the 90’s. Everyone spent so much money in their web pages for nothing… Maybe we’ll have to wait some more years to see all this implemented. 2013 is almost here, and lots of companies haven’t started implementig web 2.0 yet!

    Thanks for sharing!

  6. Pingback: Blogging Experience « Maria's Blog

  7. brendanread on said:


    This is definitely an interesting post. I totally agree with your research. I can definitely see that there will be a large growth in the amount of money not only invested in Web 2.0 but also in Return on Investment. I did some research into the Government Web 2.0 Taskforce ( and included some information in my own blog ( The government has invested millions into a Web 2.0 task force and with good reason!


    • benmccallum on said:

      Thanks Brendan.

      I think I’ve read that post you have written. It was quite interesting as I didn’t know the government had its own task force on the subject of Web 2.0. Seems they’ve got competitions running too. I like how they are actively engaging the community with posts on how much and what data the government should release. Interesting to note is their comparisons with releasing data and common Web 2.0/Open-source principles. For example, “The Cathedral and the Bazaar” case.
      Very good information and good to see they are learning lessons from the US and UK government approaches.

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