What is surprising is the dominance of Web and Web 2.0 brands. The verb ‘to google’ is now in most major English dictionaries and Google is easily the most popular access point for Web 2.0 services. It also displays all the characteristics of a Web 2.0 company by, for example, buying blogger.com, one of the largest blog services companies in the world. User-driven blogging is one of the primary examples of Web 2.0 services. Google also supports a raft of easy to use Web 2.0 tools such as Google Earth, Google Calendar, Google Sketch, Writely and so on.

Apple has transformed itself into a Web 2.0 company by changing focus away from computers to iPods, iTunes and iPhones. It fuelled podcasting, a major feature of Web 2.0 user-driven content, with the astoundingly popular iPod and iTunes. Podcasting is typical of a bottom-up Web 2.0 phenomenon. The distribution of simple audio files has proved to be an enduring feature of easy to create content. It has also transformed the music industry turning its traditional offline media model on its head.

YouTube is as Web 2.0 as it gets. Users upload and share videos in their millions. Each video has a discussion forum and content can be used in blogs and other contexts. Started in 2005 and bought by our brand leader Google for $1.65 billion in 2006. To see a short 5 minute video defining and describing Web 2.0

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