Tech@Tuck: Spotlight on Web 2.0
FOR IMMEDIATE RELEASE—February 4, 2008
CONTACT: Katherine Riolo,
603-646-1135
HANOVER, N.H.—"Web 2.0: Shifting Business Boundaries" was the topic at The Tuck School of Business' Tech@Tuck event in January. The annual event, sponsored by the Center for Digital Strategies, looked at how business organizations and strategies are influenced by Web 2.0—the second generation of web-based communities and hosted services.
The day began with an expo featuring such companies as Avenue A | Razorfish (online marketing), Nellymoser (interactive mobility), and Newsgator (RSS feeds). New online marketplaces/communities, including Swaptree (trading books, music, and more) and Etsy (buying and selling handmade crafts), were showcased as well.
An afternoon panel discussion explored the differences between Web 1.0 (email, brochure sites, one-way storefronts) and Web 2.0 (social networking sites, blogs, wikis, and community collaboration), and debated the challenges of implementing Web 2.0 thinking into business strategy. Panelists included JP Rangaswami of BT Group, Sylvia Marino of Edmunds.com, Chris Kelly of Facebook, John Lester of Second Life/Linden Lab, and Pete Fields of Wachovia. The panel was moderated by Philip Evans of Boston Consulting Group.
JP Rangaswami, managing director at BT and author of the blog "confused of calcutta," outlined five distinct characteristics of Web 2.0: it's participative, it's ubiquitous, it's always on , it's networked, and it's diverse.
Sylvia Marino, executive director of community operations, said that, for Edmunds.com, "Web 2.0 has really been about turning the community inside out. Rather than making the discussion the center, make the person the center. And make their collective efforts the center. So everything is individualistic but at the same time it's about aggregation."
The panelists also discussed how the main challenge with implementing Web 2.0 strategies has been with upper middle management. They noted that the ideas of identity and risk tolerance are becoming more fluid, which will complicate enterprise uses of Web 2.0.
In addition to this event, the center is hosting a Tech@Tuck Speaker Series, sponsored by IBM, that will look at specific aspects of Web 2.0. Topics include Web 2.0 and the Future of Career Management, Web 2.0 and Social and Environmental Change, and Investing in Web 2.0.
For more information about Tech@Tuck, the Center for Digital Strategies, and the center's MBA Fellows Program, visit the center's website at www.tuck.dartmouth.edu/digitalstrategies.
Founded in 1900, Tuck is the first graduate school of management in the country and consistently ranks among the top business schools worldwide. Tuck remains distinctive among the world's great business schools by combining human scale with global reach, rigorous coursework with experiences requiring teamwork, and valued traditions with innovation.
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