MIT Sloan Management Review

Management of Technology and Innovation

Enterprise 2.0: The Dawn of Emergent Collaboration

By Andrew P. McAfee

April 1, 2006

Do we finally have the right technologies for knowledge work? Wikis, blogs, group-messaging software and the like can make a corporate intranet into a constantly changing structure built by distributed, autonomous peers -- a collaborative platform that reflects the way work really gets done.

By the fall of 2005, the European investment bank Dresdner Kleinwort Wasserstein (DrKW) had just completed a rollout of three new communication technologies to most of its employees. The tools — which included blogs, wikis and messaging software for groups and individuals1 — caught on first among IT staffers, who soon realized that the initial wiki environment lacked a feature called presence display. That is, it didn’t offer a way to tell if another employee was at his or her computer. At 10:44 London time on Oct. 11, 2005, an IT employee posted to his blog:

... it’s about squeezing as much as we can out of what we have in place now … The [presence display] idea for example can be achieved with ease [in the wiki] by simply adding the link below to an image tag … It’s a bit rough round the edges and the icon could be much better but does do what you want.

At 11:48, a colleague posted a comment on the same blog:

Cool, I have then taken your [link] and (pretty nastily) hacked presence display into [the wiki]. I’ll let Myrto [Lazopoulou, head of user-centered design at DrKW] know … and ask her to look into perhaps getting her team [to see] whether we can do this better …

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