In a groundbreaking new report of 2,000 executives worldwide out today on the Member's Edition of the McKinsey Quarterly, the Building the Web 2.0 Enterprise: McKinsey Global Survey Results shows that "60 percent of the respondents satisfied with Web 2.0 initiatives [...] see them as a driver of competitive advantage". Crucially, the report found that "satisfied or not, all companies plan to spend more on Web 2.0 tools", an opportunity for web 2.0 tool makers that offer a clear enterprise-oriented USP.
The main uses of enterprise 2.0 were managing knowledge (83%), fostering collaboration across the company (78%), improving customer service (73%), acquiring new customers in existing markets (71%) and achieving better integration with suppliers (62%). Unsurprisingly, to the question "technologies most important to [your] company" 50-60% of respondents in all geographies replied "web services", underlying the importance for businesses to be able to leverage key web services through easy-to-use, relevant web tools.
The report also reported that the two largest barriers to adoption were "My company doesn't understand the potential financial return" (28%) and "Nothing is holding back Web 2.0 initiatives" (25%), so although there are still cultural issues, the cultural difficulties of adoption now comprise less than half of barriers to full-on adoption. The main problems should now be taken care of with less evangelism and more hard-headed business/financial assessments of ROI and customer acquisition through tool implementation... Wow, what a report!
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