Web 2.0 was meant to revolutionise the way people interact both at home and at work. Yet to date the technology appears to be firmly ensconced in the consumer marketplace where individuals are now highly familiar with the ease of collaboration via Facebook and the value of wikis and blogs.

Just how receptive is the corporate market to this new way of working? For the last 10 years technology has done little more than replicate the working practices of the past 30 years, simply adding speed and convenience. But users now want and need to see this consumer Web 2.0 style technology deployed in the corporate workspace to improve productivity, collaboration and information sharing.

But are businesses buying in to the concept of the new office environment based upon less hierarchies, team oriented working and cross functional contribution? Are they attracted by opportunities for interacting online with customers and suppliers? Do they understand the potential cost savings associated with web based technology delivery that drives out the need for desktop based applications, hence reducing support and maintenance costs? Or is the continued media focus on Web 2.0’s role as a consumer facing tool undermining its corporate credibility? Web 2.0 – More than Social Networking is a research study that looks at current levels of Web 2.0 adoption and understanding across the UK. On behalf of Parity, Bournemouth University asked businesses whether or not they had invested in Web 2.0, and the business reasons behind the decision making.

The results reveal endemic misunderstanding and misperception amongst both senior managers and IT personnel that has deterred investment. Indeed, only one third of businesses have made any investment in Web 2.0 and the majority of these have done so to attain tangible benefits from enhanced content management rather than embrace the benefits of collaborative working that Web 2.0 can deliver.

As a result, for the first time, the use of professional technology at home is far outstripping that in the office. Given the much lamented information overload being experienced in offices across the UK, it is time for the IT industry to ask why so few organisations understand the role Web 2.0 can play in transforming working practices.

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