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GO BIG ALWAYS

“Enterprise 2.0″ doesn’t work as the name of a market. I get that it persists as a modification of Web 2.0 but it doesn’t work long term for the name of a category. When everyone begins distancing themselves from anything associated with trendy nomenclature, no one will want to be the darling of something as perishable as “Enterprise 2.0.”

So, if not Enterprise 2.0, then what? The only other concept that seems to connect is “Social,” though I’m conflicted about that prefix. It’s obviously just as prevalent as “2.0” and more accurately descriptive, but the word “social” is often met with a raised eyebrow in the enterprise. “Social” sounds like it’s about wasting time though I imagine with enough momentum, the term could be redefined (people take the word “Google” seriously). The whole nomenclature debate reminds me of the hype cycle that the prefix “e” traversed in the mid to late 1990s and some of the “e”-words survived. Regardless, it would appear that “Social” is the moniker of our time. Check it out:

Mid-Late 1990s Mid-Late 2000s
  • eMail
  • eCommerce
  • eBusiness
  • ePinions
  • eCards
  • eLoans
  • eToys
  • eBay
  • eTrade
  • eRooms
  • eRewards
  • eLearning
  • eBooks

Maybe the Wikipedians were far enough outside of the echo chamber to be able to see the forest through the trees. Perhaps merging Enterprise 2.0 with social computing is a better move, but we think that social software inside the enterprise has to be focused on productivity. That’s why we use the term “Social Business Software” instead of “Enterprise 2.0.”