Innovationsight

In 2005 and 2006 the media was full of talk about Web 2.0. To a large extent, this interest was justified, given the boom in social networking sites and the billion-dollar sums being paid for some of the most emblematic websites.

But what is Web 2.0? Web 2.0 is really a new way of doing things so it’s hardly surprising that, in the technological arena, the basic standards on which Web 2.0 applications and services are based already existed long before the concept was given a name.

Technologies that were once inaccessible to the majority of users are now far easier to use, more developed and free and the result is a massive increase in the number of social networking sites with active participation.

In this new way of doing things, users play an active role in the web: they not only have access to information, they also provide content. The more people access the service, the greater the value for other users (this is the network effect), thus fostering the development of collective intelligence.

To sum up, Web 2.0 is a new philosophy which has arisen out of developments in technology, enabling users not only to access information but also to create content and add value. The underlying maxim is “if it isn’t shared it’s lost”: the more users there are contributing content, the greater the perceived value of the service.

The power of the people

Web 2.0 is having a huge impact on society. The average citizen is more empowered than ever in the digital age, with the capability of expressing their tastes as consumers, sharing their opinions and casting their votes. The people now have a voice: they can be heard and they are more visible.

Furthermore, social relations are also changing, and this is reflected, for example, in the incredible boom in new communities. In the future, people may socialize differently than they do at present.

Interestingly, the adoption of Web 2.0 services does not follow traditional economic lines: on-line users in developing markets are just as involved or even more so than those in the developed world.

One of the areas in which Web 2.0 will have the greatest impact is education. The social and collaborative nature of Web 2.0 may encourage education to develop towards what is often called “collective learning”. The great range of possibilities offered by Web 2.0 tools and the virtual worlds, coupled with the fact that children find it more entertaining, means that Web 2.0 holds out very good educational and business opportunities.

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