It is Keith Fenner’s view that many “real world” businesses are ignoring Web 2.0 strategies or, worse, haven’t even heard of Web 2.0. As sales director of Softline Accpac, Fenner is well aware that collaborative technologies are the future. Those choosing to ignore this are in for hard times.

He explains that Web 2.0 generally refers to the highly interactive nature of web-based access. The web world has evolved from users simply browsing websites, to users being connected to and instantly aware of others. Information is dynamic and highly collaborative, with readily available access to information based on well-documented standards and highly flexible technologies.

The importance of Web 2.0 lies in its ability to create meaningful conversations with prospects and customers so that they can interact with your company on their terms. It is also the opportunity to demonstrate your expertise and to leverage the power of the web to reach your potential and actual client base, and to get customers onto your website – and keep them there.

Fenner says collaboration is particularly driving a new approach to CRM, bringing us CRM 2.0. In this next phase of CRM, self service is more dynamic, more rewarding and more content driven.

“The recent emergence of Web 2.0 is enabling businesses to utilise new, dynamic, and highly interactive techniques to collaborate with their customers. "

In conclusion, Fenner says that even though Service-Oriented Architecture (SOA) initiatives have the right goals, most efforts have fallen profoundly short of the desired levels of integration and improved business agility.

“SOA was undoubtedly a critical step for business. But the uptake will remain passive if SOA doesn’t ride the Web 2.0 wave. The Web-Oriented Architecture (WOA) paradigm is rapidly gaining momentum and overtaking the SOA approach.”