he discussion on technology-enabled business models.The first generation

he evolution of the World Wide Web has resulted in the creation of the term Web 2.0. This term distinguishes the web as a network platform for collaboration where users participate to develop content, communities and tools on the internet.In 2003, Tim O’Reilly and Dale Dougherty of O’Reilly Media first popularised the Web 2.0 term during a discussion on technology-enabled business models.The first generation of the internet or Web 1.0 was generally a collection of static websites rarely providing interactive content. Web 2.0 however, “harnessess the Web in a more interactive and collaborative manner, emphasizing peers’ social interaction and collective intelligence, and presents new opportunities for leveraging the Web and engaging its users more effectively.” (Murugesan, 2007)Web 2.0 incorporates social networking, user generated content and cloud computing. Around the time when this term was first coined, the following where some of the main tech names classified as Web 2.0 compliant – BitTorrent, Flikr, Napster and Wikipedia. Possibly the most popular website permitting users to contribute, collaborate and edit site content is Wikipedia. This wiki based sites continues to grow today.BitTorrent allows users to download files directly from other users without the requirement of a central server. Every user is effectively a server and the more popular the file, the faster it shares between peers. This a one of the key principles of Web 2.0. The service automatically gets better the more people use it. Numerous Web 2.0 applications are based on this download methodology.Today, there are many Web 2.0 elements in regular use. Social networking sites like Facebook, Twitter and LinkedIn enables the creation and expansion of contacts for personal and/or business connections.Software as a servive (SaaS) including Google Apps and WeBex and cloud computing have become more prevalent than locally installed services and programs. Mashups use information from numerous sources for presenting in new or unique layouts. Google Maps is one example of a web application used in mashups and is possible due to the sites API (application program interface).Social content curation sites like Reddit, Pinterest and Instagram allow collaborative sharing of topical information. Podcasts, web blogs, media sharing and RSS feeds allow other opportunities for information sharing and collaboration. Some popular examples include SoundCloud, WordPress, YouTube and Feeder. There is some debate over Web 2.0. Critics are in disagreement if Web 2.0 is a technical term, a marketing term, a cool ‘buzzword’ or an approach in how we use the web. Web 2.0 is all about the wisdom of the crowd. Critics believe this has resulted in a World Wide Web full of amateur productions with no professionals present in most cases. The average user can edit online content. This can effect the credibility, ethics and legality of some internet content.Web 2.0 defenders, however, claim widespread censorship would be worse and end users judge online content themselves. This is part of the evolution with Web 2.0.As the precise definition of Web 2.0 remains open to some debate it is generally accepted that it represents a movement in the way in which digital information is created, shared, stored, distributed and manipulated.From Web 2.0, where will the web evolve? Possibly Web 3.0, already widely discussed within the industry and signified by the development of an AI semantic web or possibly a 3D World Wide Web connected via virtual reality.Tim O’Reilly and John Batelle belive ‘Web squared’ is the next web shift. Their label is based on expectations of exponential growth in web activity from Internet of things but mainly by the application of Internet beyond computing or ‘Web meets world’ as claimed by the authors.

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