European Enterprise 2.0 Adoption Trends

European Union Flags

There are a number of great insights about Web 2.0 tools and technologies in the enterprise space that are provided by the top analyst firms and dedicated to executives & IT professionals.  Since my day-to-day experience at Yooplus is working with the Italian and European markets, I may be able to add some additional insights on Enterprise 2.0 adoption across Europe.

IDC’s View:

“The adoption rate for Enterprise 2.0 will nearly double in Europe in the next 18 months, and nearly half will use Web 2.0 to enhance internal collaboration,” according to a survey conducted by IDC that has been presented in September 2007 at the European ICT Forum in Berlin.  “Surprisingly, Spain, Denmark, and Italy are the early-adopting nations of Europe and will continue to show the highest adoption rates over the next 18 months, even ahead of the UK and Germany,” said Pim Bilderbeek, vice president of European telecommunications and networking consulting for IDC.

E20 Adoption Drivers

McKinsey’s View:

“July 2008. This year’s worldwide survey reveals continuing investments in Web 2.0. Companies that are deriving business value from these tools are now shifting from using them experimentally to adopting them as part of a broader business practice.   Fundamental changes are beginning to take place among the satisfied companies as a result of their ambitious use of Web 2.0. These companies are not only using more technologies but also leveraging them to change management practices and organizational structures. Some are taking steps to open their corporate “ecosystems” by encouraging customers to join them in developing products and by using new tools to tap distributed knowledge. Overall satisfaction of Web 2.0 adoption, in Europe, was split with 22% reporting the lowest dissatisfaction and 20% reporting highest satisfaction, leaving 58% somewhere in the middle.”

What I See:

  • Managers and professionals don’t want to wait for IT or consultants to get around to implementing their social enterprise solutions: they are looking for rapid adoption and deployment. They want to test and determine the value, benefits and competitive advantages quickly
  • They want to pick, choose and customize their social enterprise environments, they want the flexibility of all the tools (blogs, wikis, rss, tags, search, im, voip, etc) integrated in one social platform
  • They want to empower their teams to collaborate and share information, ideas, knowledge, communications and productivity not just internally, but also externally with partners, vendors and customers
  • The social enterprise paradigm is not just for the big corporations but for all sizes and industries, from start-ups to non-profits, from waste managements to financial services as it is for every department within companies, from marketing to human resources.

Adoption of Enterprise 2.0 or the “social enterprise” is happening across Europe, some countries more aggressively than others, but now I am beginning to see return on the investment and real business benefits for all sizes of companies.  There are also a volume of tools and technologies available from high-end consultant assisted solutions to rapid adoption and deployment of social enterprise platforms. Because after all “sharing is better!”

Thomas ChristelThomas Christel  is co-founder and VP of marketing at Yooplus srl, a social enterprise company, providing the we+ workspace, a team collaboration and social software platform with all the Web 2.0 tools built-in (blogs, wiki, rss and tags). The we+ workspace provides the ability to capture and share knowledge, provide project/activity transparency and improve team communications, collaboration and productivity. To learn more visit, or contact Thomas at


  1. Alexander Alvaro on September 18, 2008 at 2:50 pm


    That Spain is at the top for European Enterprise 2.0 usage is quite the surprise.

    Most of the businesses that I have read about seem not to understand Enterprise 2.0 definition

  2. David on September 19, 2008 at 3:48 am

    If the survey’s were taken again at this point in 2008 I would expect that the UK would probably still rank low on adoption ..

  3. Ameed Taylor on September 20, 2008 at 3:00 pm


    Yes it is interesting that Spain ranks near the top in Enterprise 2.0 adoption for Europe.

    Would be interesting to take a look at the same reports in 2008 to see if there is any difference in the rankings

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