Wednesday, October 12, 2005

Web 2.0: Evolution, not Revolution

There has been significant noise of late surrounding the latest Internet buzzword "Web 2.0". So much noise, in fact, that the term is beginning to lose its meaning, at least in the original sense as proposed by Web 2.0 Conference organizers.

What Web 2.0 truly represents is best described by a decades-old IBM philosophy: "Evolution, not Revolution". What we are seeing in the web today is the emergence of a global commerce tool that is becoming increasingly proficient at marketing and delivering services to specific target audiences. One need look no further than the expansion of Google as a classic example of Web 2.0 in action.

What Google has become is a primary portal interface between the customer and a service or product provider. More importantly, Google they are evolving into a highly skilled marketing tool designed to provide specific content that is uniquely tailored to each customer. It’s the intelligence behind the portal that is the evolutionary Web 2.0 concept.

That the Internet has already reshaped the business climate across the globe is indisputable. There are virtually no industries left untouched by the marketing and service delivery potentials being realized in e-commerce. What the Web 2.0 concept has delivered ranges from the ability to purchase movie tickets online and print your airline boarding passes before leaving home to reviewing your personal stock portfolio and making online trades from your secure desktop.
It truly is evolution, not revolution. Web 2.0 is the ever evolving drive to connect a unique customer – you – with the products and services that specifically interest you. Perhaps that sounds like an oversimplification, but in the end that’s precisely what it comes down to: skillful, intelligent marketing and information, product, and service delivery. Evolution, not revolution.


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