concept and definition of enterprise 2.0 and to explain the values and chances of enterprise 2.0

1. Enterprise 2.0 Whitepaper
Enterprise 2.0 makes new chance, new value and new company
through the combination of technology, process and culture
Alex Kim (Hyunwoo Kim) fr22hub@naver.com
Contents
1. overview
2. The conceptional understanding of enterprise2.0
A. The confusion of terminologies
B. 2.0 meta-forming
C. 2.0 Block Diagram
D. The value of 2.0
E. The definition of enterprise 2.0
3. Enterprise 2.0 vs. Web 2.0
4. Conclusion
1. Overview
The unspecified individuals who use internet made new internet trend called web 2.0. The
web 2.0 that was regarded as marketing terminology in the early stage became the key
factor to change the internet and real world within about 1 or 2 years.
The various fields which are affected by the web 2.0, such as economics, politics,
society, culture and so on are growing more and more.
Recently, the enterprises are considering about receiving the values of web 2.0 and trying
various things to do that. What is called is the enterprise 2.0.
But the enterprises don’t know the way how to receive and understand enterprise 2.0
So , in this paper I will briefly explain the concept of enterprise 2.0, difference between
enterprise 2.0 and web 2.0 and the values which the enterprises are able to get through
enterprise 2.0.

2. I hope that this paper will be starting point of discussion about the way how to make
enterprise 2.0 companies successfully and the key points to consider and check, when
the enterprises receive and use enterprise 2.0.
2. The conceptional understanding of enterprise 2.0
A. The confusion of terminology
After being used terminology as web 2.0, there were appeared a lot of terminologies such
as enterprise 2.0, consuming 2.0, government 2.0, marketing 2.0, manufacturing 2.0,
mobile 2.0 and so on, so It is too hard to enumerate one by one.
Because of it, some people start to confuse concept and meaning of 2.0.
Some people think that the whole of 2.0 is using of technologies like UCC, blog, wiki and
so on.
Especially, It is the problem to explain 2.0 in the only above technical skills
<Figure 1> The terminologies to present 2.0
B. 2.0 meta-forming
We can know that the whole companies who survive after collapse of dot com bubble
have a follow feature, if we probe into the companies called web 2.0 companies and the
background of advent of terminology, web 2.0.
The Companies have a web site applied the processes based on culture of customers

3. who is shunned till now different from the old ones and the technology which support
those processes
Let probe into the flickr.com which is one of the web 2.0 companies.
Before flickr.com, we have the culture to take pleasure in looking at photos with our
friends, colleague, and family together, and the processes for that culture (to share some
photos through email or messenger and to meet each other and see some photos
together).
But we have no effective process and technology to share a lot of photos with more or far
away people at once.
So, I think that Flickr.com is born successful web 2.0 company by means of applying their
new process and technology to support those effectively, based on user’s culture.
Therefore, It can be called 2.0 that the combination of the user’s (customer’s) culture,
process to include the culture and technology that realize the culture and the
process<Figure 2>.
<Figure 2> The components of 2.0
We look around typical 2.0 companies classified by components in below Table,
1.0 2.0
The expansion toward
Telling, enjoying, watching
Photo culture to share personal
Culture some photos with family,
sharing photos with more people in
friends, colleagues, together
the world.

4. Sending around a photoprint To be created a process to
directly. Sending photo file see and exchange opinions
Process with email or messenger. about photos by uploading
There were a lot of processes photos.
for sharing photos.
Flickr, blog, naver photolog
Technology Email, messenger and so on
cyworld and so on.
The expansion toward
For solving personal problem
culture to request a help(an
or business problem, we
idea or a method) to solve
receive help from friends or
personal problem or
Culture
an acquaintance informally
business problem from lots
(about some good idea or
of people in the world
solving method).
formally.
receiving some advice about To be created a lot of
Idea personal problem and processes to exchange
sharing business problem through personal opinions and idea
Process
telephone, messenger, direct about problem by web.
meeting with dinner, and so
on
Wikipedia ,
Innocentive.com,
No need special IT
Technology Ninesigma.com
technology
Dellideastorm.com and so
on.
<Table 1> some cases of 2.0 classified by components.
C. 2.0 Block Diagram
The Culture that is induced users’ participation, sharing and openness, the process that
embodies the culture and the technology which support and offer users those above,
above three components of 2.0 have complementary relation such like relationship of
participation, sharing and openness not one-sided or independent relation.
If we summarize this relationship among the components of 2.0, the culture focused on
users which represent participation, sharing and openness, user-centric process that
embodies the culture and the core technology that offers real users effectively, these
three components must be in one block. The one of them must not be removed from 2.0

5. blocks
.
<Figure 3> 2.0 Block Diagram
Components Definition
Easy and free culture focused on users which is
Culture
symbolized by participation, sharing and openness
New user-centric processes which is able to be produced
Process
on various type in various fields
The core technology that support and induce to be able to
offer users culture and process effectively and improve
Technology
the culture and process among the users continuously.
(We can call it platform)
<Table 2> The definition of components
D. The value of 2.0
There is a lot of reason to make an effort to receive 2.0 in various fields but It is clear that
lots of users make trend as web2.0 based on culture represented by participation, sharing
and openness and some fields which experienced new chance and value that is not
planned by the original aim of the trend is appeared.
Because some sites like Utube.com win popularity, lots of companies gain new chances.
1. For creating UCC webcam, digital camera and cellular phone manufacturing
companies gain new chances
2. New advertisement market is opened using UCC
3. Media company like newspaper and broadcasting gain new chance to be furnished
lots of information from users.
In the 2.0, there is a value to find out and produce new chance in existing fields

6. When culture, process and technology these three things are combined organically, new chance is
able to be produced through 2.0.
2.0 site description New chances
• New market of webcam,
camcorder, digital camera, cellular
phone is opened
Flickr.com
Sharing site of • New internet advertisement
Youtube.com
photos and market
Pandora TV
motion picture • New contents market of mass
and so on
media.
• Personal UCC internet shopping
mall
• To lower Market penetration
barrier of other industries through
Innocentive.com Sharing and developer’s or planner’s idea.
Ninesigma.com providing site of • Change of developing service
Dellideastorm.com ideas and researching,
• Revitalization of prosumer
• The cooperation of new form
<Table 3> 2.0 which provide new chances
E. The definition of Enterprise 2.0
If we define enterprise 2.0 based on above, it is Enterprise 2.0 to be able to makes new
value beyond new chance 2.0 through combination among components of 2.0 between
inside and outside of enterprise.
In this,
Culture is not the existing business and organization centric culture but human (such like
member, customer and so on)-centric culture.
Process is the new process reflected real human behavior and thought not process
focused on work efficiency (It means the process of 2.0 is beyond traditional process
innovation).
Technology is the core to make it real that we can run this new culture and process
effectively.

7. <Figure 4> the value of enterprise2.0
3. Enterprise 2.0 vs. Web 2.0
Enterprise 2.0 means to make new value through combination among components of
2.0(culture, process and technology) between inside and outside of enterprise as stated
above.
On the other hand, in the web 2.0 lots of users are offering culture and process, company
is providing technologies and a little process based on technology. This is a big
distinction between enterprise 2.0 and web 2.0.
Because of this distinction, in the web 2.0 environment new chances which are not aimed
by enterprise are produced, but new chances and new values based on this chances
which are leaded by enterprise are created in the enterprise 2.0 environment.

8. <Figure 5> Enterprise 2.0 vs. Web 2.0
4. Conclusion
I think that Enterprise 2.0 is not simple technical improvement or innovation and concept
which are created suddenly.
Enterprise 2.0 is the culture and the process that we have from old times.
But nowadays, there is applied effective technology and expanded and improved more.
So Enterprise should not accept the enterprise2.0 with technology as a central figure and
enterprise must combine culture, technology, process organically.
If a enterprise want to become new company through enterprise 2.0, firstly the company
consider how to make culture and process of company with customers and members
together. And company will think to improve the culture and process which are created by
company and customer together on what technology continuously.