The buzz around Enterprise 2.0 / Office 2.0 is palpable, one conference after the other with $ 50 k stands offering yet-another-wiki-version trying to snag the enterprise CTO/CIO.
No wonder that start-up spends the 50k: Web 2.0 and social media relies on advertising for income, something that sounds enticing enough. But world-wide internet advertising (beside Google's 70%) is a mere 6-9 Bn $ annual market while the enterprise IT market is many, many times bigger. Banks alone will spend 390 Bn $ on IT this year. Temptation to redefine your target market is high and re-branding with a few added features ensues.
But the enterprise buyer is sceptical. And calls for "culture changes", or the more pragmatic "change management" does not make pigs fly.







Sometimes these services have value; if so, they trickle down to the rest of the world over time. For example, social networks like
The

