Front Office Box

Everybody comes across the situation where they find themselves listening to somebody else’s shorthand, and don’t understand a word of it. Insiders develop the use of TLAs, nicknames, etc. to create a shorthand which they can all translate. When they talk to Outsiders this shorthand can creep into the conversation, but the Outsider can’t do the translation, and it gets very frustrating. Communication breaks down. Sales people are often guilty of this, probably just repeating the rubbish marketing people put in the brochures.

Unfortunately we’re guilty of this as well, not so much in terms of product features and benefits, but certainly in the way we use the phrase Web 2.0. In our defense, lots of other people do it, and especially the consultants and commentators who mostly talk to Insiders. We need to be more careful, because we mostly talk to Outsiders.

We need to find a way of explaining the opportunities arising from Web 2.0, why it’s different and what it means for the listener. We need to do this in just a few words, and in terms those with little knowledge of computing can understand - a sort of Dummies guide. This really can’t be difficult. The social networking sites didn’t have a problem explaining why the kids should be involved, but the kids didn’t start off with a preconception of computer systems. Our Outsiders do!

So let’s try these on for size.

Web 2.0 software is an oxymoron - a phrase containing mutually exclusive terms. Web 2.0 isn’t software, and software isn’t Web 2.0.

Web 2.0 isn’t Web sites either - its Web pages. It’s elegant design and simple workflow which lets each user work the way they want to. The designers have already done all the hard work.

Web 2.0 is services people use, pretty much like radio or television. There aren’t purchase or administration costs, there’s no lock in, and there’s no risk, the data is secure and there are no viruses to worry about. There are usually “free” and “pay for” options, minimal implementation challenges and no sales people. Web 2.0 services are continually improving and, increasingly, linking with other services to create even more value for users.

Web 2.0 isn’t information technology, it’s information services, with somebody else worrying about the technology, while users get on with what they really want to do.

Web 2.0 - Information services (without the technology)

September 26th, 2007 - Posted in Our market  |  Add a Comment