Endoh’s Dungeon

Previously, I was writing on the differences of public opinion when Web 2.0 is encouraged to be applied in the business environment. Hence, I shall conclude this series with this post. It is evident by now, business owners care little about how fantastic Web 2.0 sounds. We do not want something that looks pretty and cost a hefty sum to implement, but yet serve little purposes like a white elephant.

One of the surveys among the Fortune 500 companies clearly said that when only 20% of those companies whom implemented an average of six Web 2.0 applications, used three or less actively.

It’s about time, to bring the feets of Web 2.0 back down on earth.

Personally, I have already gotten sick of the same old line that Web 2.0 is the future of all businesses. To me, it is still too audacious a statement to make for the simple fact that it has created more problems than actually solving problems. Too bold, too fast, too quick, too ideal… and just like how we often put it; when it sounds too good to be true, it probably is.

There are some factors that businesses will eventually assess when making that decision. These are just a small handful;

1. How does Web 2.0 improves the revenue of the company directly?
2. What impact does Web 2.0 brings to the working procedures that are currently in place now?
3. How does Web 2.0 enhances interaction with customers?
4. If my customers are currently happy with the communication and interaction, why fix something when it’s not broken?
5. What are the chances of the database being broken into and affect the functioning of the company; particularly confidential information about new products still going through R&D?
6. What are the additional costs involved to make-ready the system to start implementing Web 2.0 applications?
7. What are the maintenance cost of these hardwares and softwares?

The funny thing about the Web 2.0 scene here is such that while many are still pushing hard for it, the questions above are hardly answered. At least, convincingly.

I assume that most businesses would think along the same line as me, that we wouldn’t want to risk anything drastic with a new platform that is just barely safe. Even if we were to move along with calculated risks, the possible outcome from the dangers lurking around is still hinting us that the Web 2.0 platform is still too amateurish to be widely implemented in businesses.

Take our favourite pasttime for example; shopping. I think many would agree with me that the real joy of shopping is not in the buying itself but rather, the experience of wheezing from shop to shop. Apart from the physical touch, feel and demonstration of products, we are also speaking of the experience of the personal approach offered by the sales team. Imagine, how would it be like for Bugis Junction or Ngee Ann City to be shut down and the products are only available through online purchases? I can sum that up in one word - Boring!

I agree that alot of social activities can be conducted with the Web 2.0 applications. However, that personal experience and physical interaction is what Web 2.0 will never be able to replace no matter how advanced it is. Taking that out, is like removing the fault detecting sensors from a car’s engine. It’s as good as dead.

To continue pushing for Web 2.0 and ignoring the realistic demands of the businesses, is outright suicidal in my opinion. It’s amplified by the fact that many Web 2.0 advocates are promoting it with their ears and eyes stuffed with cotton buds. Hundreds, if not thousands, of new applications are being released every week but they are a mere copied version of many others with minor changes which bears little value.

Eventually, what businesses expect out of Web 2.0 is - the core business value. Has Web 2.0 shown us its business value at this point? If it’s not, why should we even use it, considering the amount of funds required just to make ready the system for launching Web 2.0 applications?

This is still something that we are trying to figure out. The only reason why businesses will not agree with the Web 2.0 push (for a long time), is that it helps little in the way we deal with customers in our modern society. In truth, more and more companies are winning the hearts of customers through impressing with physical service and interaction.

Of course, there will be plenty to debate about be it you believe in Web 2.0 or not. Probably, my posts have already turned some stomachs upside down but I see it as the least possible scenario, since the very same people who advocate Web 2.0 are not reading these.

Is this what I meant by… marketing the hype with eyes blindfolded?