To talk about Enterprise 2.0 we need to think first about web2.0.

What is it ?

Web2.0 is only a name for something that never got defined it just happened.

Tim O’reilly tyred to put all terms together and tryed to define of what it actualy consists. Generaly it means all tools and possibilities to share and interlink informations and ideas in the WEB what were not possible before.

So we could say, all the technology, and tools that give us the ability to chat, wikis, video sharing, twitter, blog, discussion forums, cms to setup posts and all caine of social communities and intranet or internet based groupware such as facebook, Xing, LinkedIn, internetshops like amazone where you can order things, pay online via your creditcard and in less than 24 hours you get it deliefered. Where you can write a recesssion like hundrets other also did, read how many people tryed this product before and liked it or didnt’t…..and so on…..are the WEB2.0……and this is far more than a stupid static webpage.

But all this is only one aspect of the ENTERPPRISE2.0. An enterprise2.0 has the web2.0 possibilieties and communication from the ouside internet about the company aswell as from the inside intranet about the comapny.

Before the internet and befor the Web2.0 it was never before possible to interchange informations, ideas, strategies, philosophies and just thought so open so free….with nearly no restriction.

No country, no company, no society so far can control it !

Ofcourse some regulations and some control exists, but not on a level you could say the internet is under control!

O’Reilly later pointed the so called “networkeffect” as a central subject of the web2.0. and its incalculability, when many people are connected to each other.Control minimize the risk but Control is total dependent on calculability.

The “networkeffect” only can take place, if the network reachs an incalculability and so an uncontrolable size. And it is not surpriseing that the WEB become successful, because form the beginning all consequently no control structures got designed for the web architecture.

You can access to the internet without centralised login (still certain agb’s and the login in of your Service Provider exist). There is no central institute who would build a weak/instable bottleneck (if this controlinstance would be down the whole web would be down) and has to decide if somebody is allowed to enter, read and write or not.

The WEB and the interent might be the most considerable marketplace for innovations in the histroy of humankind, because there was/is no control. –> Ofcourse it is not complete out of control, the legal order of the geografic law and execution still exist. If you do a crime in the web what is a crime in the local area, they will judge you ;)

For example a blog system is very open and many people write and share there ideas and a blog, this is possible because this people are not controlled by one singel instance. This is very difficult to addapt in an enterprise2.0, because it still is an enterprise.


Control is the centerpoint of economic interests.

Even a Enterprise2.0 will not give up control complete. But even seeing this point an enterprise2.0 can only be seen inside the context of changeing  the control mechanisms. Because this is the the red line through all the web2.0.

Control and Risk

One of the important points in the web2.0 was, that all developers are be able to use systems, tool and interfaces of other developers – without the need to ask for permission – to be as much open as possible in terms of interlinking.

The proportion between Control and Risk are a mojor subject in a modern company.

Control might be a risk.

Risk management and the idea of control changed totally to a new point of view.

  • Bullet Points:
    • Interactive adding Value (interaktive Wertschöpfung)
    • Company wide colaboration
      • Between things (Client/Server, sender (RFID) in objects to server)
      • Between humans
      • Betweenn departments
      • Between enterprises

  • Management:
    • Why control and put in timeslots what do not want to be controlled, it even might be a high risk to demotivate highly motivated employees ion modern society and enterprises.
      • Agile enterprise2.0 employees prefer much more
        • Do it yourself/myself mentality
        • Just in time, i do it when i need it
        • Selforganised
        • Colaborate in teams and solve problems where and wehn they show up togehter.
    • Management often is only about the management and to keep the management running, it is not realy about the company, the customers or the servie neighter about the employees, who often are interested and working hard about doing a great job for the company, the customers and the service.
  • Marketing
    • Products and companies get evaluated by the consumers, but more than in the past the consumers become a concious mass. Over the web they communicate mainly free and check what others say about a product or company.
    • There are some compynies who try to pay blogger and others to scatter wrong informations, but if this shows up, it will badly affect the company or product for a long time.
  • Time
    • The idea abut time completaly changed. In old fashion companies and management it is a strong job by just putting everything in timeslots, the whole day is planned through….what for ? in the past managers thought, if you control the time you control the company, market….everything. And you can show a good performance.
    • In the present for example news in the internet have to be as up to date  as the fact that greats thew news it self.
    • Why to have a status meeting once a week for about 1 hour…what for to share the past ?#
    • Why not updateing every day for a short time to be up to date and to react on the every day situation.


  • Andrew McAfee
  • Clayton M. Christensen
  • Mark Cranovetter
  • Die Management Illusion [Hans-Dieter Krönung 2007]
  • The Future of Work [Thomas Malone 2004]
  • Die Heterarchie als postbürokratisches ORganisationsmodell der Zukunft? [Markus Rheilen 1996; Uni Köln]
  • Enterprise2.0 [Sören Stamer & Willms Buhse; Rhombos]
  • Breakthrough ideas of 2007  [Clay Shirky; Harvard Business Press]

Enterprise2.0 tools…just a quick overview:
Strengh of  relation  | What for                      | Technology                               | whats created

strong                          |  Kollaboration, Productivity, Agility         |  Wiki                                          | Documents

weak                            | Innovation, Info, overbridging networks| Social networking software | Informartion

potential                     | efficient serach, creating relations            | Blogs                                          | Teams

no                                 | collective intelligence                                    | prognose market                     | Answers