Enterprise 2.0: A Progress Report

Prof. Andrew McAfee amcafee@hbs.eduHarvard Business Schoolblog.hbs.edu/faculty/amcafee

© Andrew McAfee, 2007

Definition

Enterprise 2.0 is the use of emergentsocial software platforms withincompanies, or between companiesand their partners or customers.

The Enterprise 2.0 Vision

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The Avenue A | Razorfish Intranet

BlogPosts

Bookmarks

News

Tags

Uploads

NewPages

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Idea Sharing at Intrawest

Attributes of Enterprise 2.0

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Attributes

Platform-basedSocial

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Social: Facebook

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Attributes

Platform-basedSocialComplementary with existing structures– Organizational– Technical

CollectiveConvergent

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Collective and Convergent:Hollywood Stock Exchange

Wolfers, J. and E. Zitzewitz (2004). "Prediction Markets." Journal of Economic Perspectives 18(2): 107-126.

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Attributes

Emergent– Non-credentialist– Dynamic– Navigable– Extensible– Workflow-free

© Andrew McAfee, 2007

Why now?

• Building blocks of computing are cheap• Shift in approach by Web 2.0 technologists

• Attract crowds• Get out of their way: stop imposing structure• Build mechanisms to let structure emerge

• Search, links, tags, prices, etc.• Will enterprise managers and technologists

make the same shift?

Challenges

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Predicted Outcomes of E2.0 Efforts

FailIdle

Flourish

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Adoption Challenges

Technical Organizational

Personal Benefits vs. Costs

Culture and NormsEase of Use

Amount of Imposed Structure

Incentives to Participate

Conclusions

© Andrew McAfee, 2007

Conclusions

Enterprise 2.0 will make companies less similarDifferences will often be difficult to identify from outsideTools are still in flux; much more innovation to comeE2.0 will play out over the next several years