A new report from McKinsey documents the growing corporate interest in harnessing Web 2.0 tools. Most companies already deploying Wiki’s, blogs and social networking are overall satisfied with the investments and keen on exploring Web 2.0 tools further. However, no revolution is underway. First, interest is careful. Second, the report documents preference for the ‘technological’ over the ’social’ aspects of Web 2.0 with ‘web services’ being a clear number one. In fact, one could argue that web services defined as “software systems that make it easier for different systems to communicate with one another automatically in order to pass information or conduct transactions” is only a marginal aspect of what Web 2.0 is.

There are no explosive results in the report but a couple of interesting findings:

  • Blogs are not prominent in the findings although corporate blogging has been much talked about.
  • Early adapters are generally more satisfied with investments than followers. No explanations are provided but one could speculate that first movers are also the most engaged and providing for the organizational changes necessary.
  • India is most enthusiastic about Web 2.0 with other regions following evenly.

All in all the report mirrors the moderate optimism of the recent Forrester report concluding that companies want Web 2.0 tools but rather as full suites and from big vendors. Again, not very true to the underlying currents of Web 2.0. But all changes take time.