Web 2.0 continues to change the business landscape as the adoption curve explodes. As we’ve indicated previously the pursuit of applying Web 2.0 technologies for business purposes seems to be the quest of the market looking for ways to convert conversations into currency.
Google Moves to Expand The Market.
Dion Hinchcliffe from ZDNET writes: Google announced their forthcoming service known as Wave this week to widespread coverage in both the press and blogosphere.. Its egalitarian and federation-friendly design is intended to create an entire open ecosystem for communication and collaboration that Google is not-so-modestly touting as the reinvention of digital interaction circa 2009.
This is clearly a tall order, but the Internet leader provides plenty of substance to back up this vision despite growing evidence that individual companies may be losing the capacity to drive the agenda for the world when it comes to establishing successful new Internet standards and technologies. While the ultimate destiny of Wave itself is far from clear, it’s both intriguing and open enough that it will likely emerge on the radar of businesses large and small when it becomes widely available later in the year.
Wave’s relevance to the enterprise might seem premature with so many of the early and current Web 2.0 applications (blogs, wikis, social networks, Twitter-style social messaging, mashups, etc.) still — often arduously — making their way into the workplace years after their inception. Though we seem to finally be hitting a tipping point with 2.0 tools at work, Wave itself seems credible enough to get on our watchlists, at least to understand the implications
Google has launched many communication services since its inception including Gmail, Gtalk, Blogger to name just three, yet none of these have had such obvious business utility or attempted to reinvent the collaborative process from the ground-up. While it’s always possible that Google Wave will never broadly take off (see Mary Jo Foley’s analysis of Wave here), I’m betting that it’s likely to be one of the most interesting offerings to businesses that the company has created yet. With the open positioning, early outreach to the world, and the clarity of purpose and design, Google Wave has a good shot at helping take Enterprise 2.0 to the next level in many organizations.
What Is Missing?
While it appears as though Wave is a useful platform for enterprises Google nor Microsoft have yet created a “vetting tool” which automates the conversion of information into useful knowledge. The vetting process currently requires a combination of human intelligence combined with the use of social technology. An enterprise can produce attractive content aimed at attrcting its market but the end user is still going to be fragmented by all the content choices that steal time and productivity.
Information cannot be converted to knowledge until we individually as well as collectively are either given a vetting tool or learn how to do it on our own. In order to convert conversation to currency the vetting of information into relative knowledge that can be applied to create innovative ways to engage consumers and businesses alike the conversion process becomes a shot in the dark. The problem with shooting in the dark is you never know who you hit until they either respond or scream. Many brands and individuals are “tweeting in the dark” hoping to engage the right audience.
Content and conversations have to be relevant, valuable and placed in the right “conversational rivers“. Even then to convert and audience to actions the conversations need to create innovation that grabs our attention and creates an attraction to the value the innovation provides.
Some waves dissipate and others create bigger waves. Which will this be?
What say you?