Web 2.0及企業：針對Web 3.0的新市場機會最大化策略

Web 2.0及企業：針對Web 3.0的新市場機會最大化策略 是由出版商Business Insights在2008年06月所出版的。 這份英文市場調查報告書包含152 pages 價格從美金2875起跳。

目錄

The phrase - Web 2.0- has come to stand for a new wave of Internet applications, technologies and services that have emerged over the last few years. While there is much debate in the industry about the nature of Web 2.0 and an exact definition of the term, there is no denying that the services and technologies it has engendered are becoming deeply entrenched in the consumer world. Indeed, many of today- s Internet-savvy consumers - particularly in the 18-34 age bracket - are as comfortable with social networking, blogging and twittering as they are with using the telephone or writing an email. The focus of - The impact of Web 2.0 on the enterprise- report is how the underlying concepts behind Web 2.0 - and the technologies and services it enables - are filtering into the corporate world.

Table of Contents

• What Web 2.0 means for your business
• The enterprise approach to Web 2.0
• Why Web 2.0 matters
• Collaboration in a Web 2.0 world
• Web 2.0 marketing opportunities
• Vendors to watch
• Where next: Web 3.0

• What is this report about
• Who is this report for?

• Definitions
• Blog
• Enterprise 2.0
• Mash-up
• Podcast
• RSS (Really Simple Syndication)
• Social bookmarking
• Social network
• The long tail
• The ‘wisdom of crowds'
• User generated content
• Web 2.0
• Web 2.0 company
• Widget
• Wiki

• Summary
• The emergence of Web 2.0
• A consumer-driven trend

• Defining Web 2.0
• Web 2.0 applications and services
• Harking back to the past.....
• ..... Looking into the future
  • Drivers behind Web 2.0

• ‘Enterprise 2.0'
• A Web 2.0 workforce
• Improving business processes and advertising practices
• Barriers to Enterprise 2.0
  • Security
  • Confidentiality
  • Effectiveness
  • Culture
• Enterprise 2.0 best practices

• Barriers to Web 2.0
• Bandwidth
• Net neutrality
• Legal challenges to Web 2.0
• Will the Web 2.0 bubble burst?

• Summary
• IT spending

• Enterprise adoption of Web 2.0
• Return on investment

• Who is driving Web 2.0 in enterprises?
• Implementing Web 2.0

• A vertical approach to Web 2.0
• Government
  • e-Democracy in Web 2.0 world
  • Challenges in a Web 2.0 world
• The healthcare and pharmaceutical industry
• Financial services
  • Challenges in a Web 2.0 world
• Barriers to adoption of Enterprise 2.0
• Misperception and confusion
• Culture
• IT security and management
  • IT security
  • Application integration
  • Skills shortage
  • Take-up
• Where next for Enterprise 2.0?

• Enterprise 2.0 recommendations
• Re-think traditional information flows and structures
• Establish policies for Web 2.0 usage
• Consider areas where new applications could be deployed
• Don' t abandon offline communication altogether
• Avoid a disconnect between IT and business

• Summary
• Introduction
• Background
• How much is ‘Web 2.0' worth?
• The Web 2.0 business model
• Are Facebook and co. worth more than $15bn?
  • Network effect
  • Innovation
  • Using the site as a platform
  • Open architecture
  • Lower infrastructure costs
  • Online advertising is growing
• Flaws in the Web 2.0 business model
  • The online advertising market isn' t equal
  • Theoretical valuations vs. actual revenue and profitability
  • Web 2.0 isn' t the only sector chasing VC funding
  • Where' s the disruptive technology?
  • Web 2.0 businesses are going bust
• Is Web 2.0 another dotcom bubble waiting to burst?

• Summary
• Introduction
• The Web 2.0 opportunity
• The benefits of Web 2.0 collaboration
• The wisdom of crowds
• The limitations of current communication methods
• Open, flexible and accessible
• Genuine knowledge sharing

• Barriers to Web 2.0 collaboration
• Losing control
• The ‘unwisdom' of crowds
• Enterprise scalability
• Appropriate content
• Securing the enterprise

• Information sharing
• Wikis in the workplace
  • Pitfalls of using wikis in the enterprise
• Blogging in the workplace
  • Pitfalls of using blogs in the enterprise
• Social networking in the workplace
  • Pitfalls of using social networks in the enterprise
• Other Web 2.0 collaboration tools
  • Mash-ups
  • Twitter
  • Virtual worlds
• Information retrieval
• Tagging in the workplace
  • Tag clouds
• RSS feeds in the workplace
• Best practices in Web 2.0 collaboration

• Summary
• Introduction
• The Web 2.0 marketing opportunity
• The UK outlook
• The US outlook
• The social networking opportunity

• Benefits of advertising in Web 2.0 arena
• Measurability
• Cost
• Reach elusive 18-34 target audience in their environment
• Target niche audiences effectively
• Increased choice of channels

• Challenges of Web 2.0 advertising
• Intrusive or invasive advertising
• The next big thing
• For the sake of new
• Audience
• Control

• Marketing on social networks
• Case study examples
• Best practices

• Marketing on widgets
• Case study examples
• Best practices

• Summary
• Introduction
• Which Web 2.0 companies are important?
• Internet companies
  • Google
  • Yahoo!
  • Others
• The enterprise IT heavyweights
  • IBM
  • Microsoft
  • Oracle
  • Intel
  • Cisco
  • Newcomers
• The enterprise approach to buying Web 2.0 applications and services
• Sales strategies for success

• Summary
• Welcome to Web 3.0
• Mobile
• The semantic web
• Second Life in real life?
• Barriers to Web 3.0
• Computer and bandwidth limitations
• User reticence
• Vendor delay
• Embracing Web 2.0
• Index

• Figure 2.1: Categories accounting for the most time spent by UK Internet population - June 2007
• Figure 3.2: IT spending priorities in large, medium and small enterprises in 2007
• Figure 4.3: Google' s share of the US search market, April 2008
• Figure 6.4: Digital vs. offline media, January - June 2007
• Figure 6.5: Digital media mix in the UK, January - June 2007

• Table 2.1: Categories accounting for the most time spent by UK Internet population - June 2007
• Table 2.2: Web 2.0 mistakes
• Table 2.3: Web 1.0 vs. Web 2.0
• Table 2.4: Enterprise 2.0 in action
• Table 4.5: Amount invested in Web 2.0 companies ($m)
• Table 4.6: Most active Web 2.0 investors, globally 2006
• Table 4.7: Google' s share of the US search market, April 2008
• Table 4.8: The Millennium dotcom bubble vs. Web 2.0 fever
• Table 6.9: Top 10 advertisers by estimated spending (US)
• Table 6.10: UK' s most popular social media websites: Jan 2008
• Table 6.11: UK' s fastest growing social media websites*: Jan 07 - Jan 08
• Table 7.12: Core traits of a Web 2.0 company
• Table 7.13: Would you be more interested in Web 2.0 technologies if offered by a major incumbent vendor?
• Table 7.14: Would you be more interested in Web 2.0 technologies if offered as a suite?
• Table 8.15: A view of the future Internet-driven world in 2020

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