Web 2.0 for Media Sector.

Web 2.0 is changing the traditional business landscape, giving customers the main character.

Characteristics of Web 2.0 phenomenon.

Among  the multiple definitions of Web 2.0, three characteristics stand out: It is a “Architecture of Participation”, “the Network Effect (social network)”. “The collective intelligence” is fundamentally new and gives users’ opinion total prominence. Web 2.0 is more about a paradigm shift in how people use the web, not about  new technology. Companies are obliged to change their model in order to catch this new customers landscape: Customers start to be online instead of offline. All online users are potential customers  Internet has given users a highlighted role. Companies have to adapt this business models to this new user-centric ecosystem to catch users attention and offer relevant content.

Adaptation to Web 2.0 implies companies to understand which the dimensions of change are.

Web 2.0 affects companies both externally and internally:

Since users and clients are more and more 2.0, companies have to develop business models where both of them are the centre.
Web 2.0 offers great opportunities to cut costs thanks to new technologies and enhance traditional business processes (e.g. product development).
Internally, companies should adapt their working methods in order to take advantage of the collective knowledge involving employees and increasing their satisfaction.
New apps enhance many internal processes giving tools for reaching efficiency and profitability.