UK Businesses run the risk of being left behind as they miss critical benefits of Web 2.0

New research from IT services organisation Parity reveals that almost half (47.1%) of UK senior managers do not understand the business benefits associated with embracing Web 2.0 technologies. Furthermore, almost one third (32.4%) of IT managers admit a lack of Web 2.0 understanding.

Indeed, even those organisations that are currently using Web 2.0 tools ñ around one third of UK businesses ñ have made the investment to improve content management and search facilities. Only 11% actually purchased Web 2.0 to achieve the collaboration, process change and streamlined systems that vendors are touting as the key technology benefits.

Rob Banathy, Client Relationship Manager, Parity Solutions, comments, ìThis research suggests that the majority of organisations are simply buying what they perceive to be the latest document management and search technologies, rather than adopting Web 2.0 technology to achieve a new way of working. If enhanced document management and system search capabilities are perceived to be the sole principal benefits of Web 2.0, then widespread adoption will be all the less likely, meaning that UK businesses run the risk of missing out on the less tangible but arguably more important benefits that Web 2.0 can provide.î

Web 2.0 ñ More than Social Networking is a research study that looks at current levels of Web 2.0 adoption and understanding across the UK. On behalf of Parity, during September 2007, Bournemouth University asked businesses whether or not they had invested in Web 2.0, and the business reasons behind the decision making.

The research revealed that whilst investment in Web 2.0 is focused on achieving tangible benefits from document management and search technologies, the actual results of deployment are very different.

Indeed improved content and document management are cited as benefits by less than one fifth (16.7%) and search 11.1%. Instead, the biggest benefits being derived from Web 2.0 are around the way workers interact with each other. Over half of respondents cited working together more efficiently (55.6%) and uniting workers across different locations (52.9%), whilst 50% rated more openness in the organisation.

Banathy says, ìThese results demonstrate that the very nature of a Web 2.0 implementation will allow collaborative benefits to be attained. However, collaborative benefits, due to their intangible nature, are rarely cited by proposers for business change due to the difficulties of calculating a return on investment.î

ìCultural change within a business is notoriously difficult, often for exactly the reason that Web 2.0 proponents are finding ñ no obvious calculable financial benefit. However, resistance to such change can prohibit business growth and thus improvement. This study demonstrates that organisations are not ready to buy into the concept of an open, collaborative working environment, either through misunderstanding or disbelief in the potential benefits, jeopardising their progress in their respective markets.î says Banathy.

The research makes it clear that selling Web 2.0 solely as a collaborative technology for sharing information and generating user content is not engaging senior management when it comes to developing strategies to create business efficiencies and for IT investment decision making.

David Conkleton, managing director Parity Solutions, concludes, ìIf organisations are to truly embrace the next generation of working practices and evolve towards community based working, the IT industry has got to change its approach, and particularly its jargon-filled messaging and attitude. This product-based message is not hitting the mark, whereas an effort to ensure true understanding of the advantages of collaborative working and improved end-to-end processes ñ which are clearly recognised by those who have adopted the technology ñ will actually increase implementation rates and the potential of UK businesses.î