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on 2006-10-25 by stumax

Business Week article on how the Web 2.0 apps are shaking things up in the business world.

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Mass collaboration on the Internet is shaking up business

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The Power Of Us Mass collaboration on the Internet is shaking up business

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The Power Of Us Mass collaboration on the Internet is shaking up business

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The Power Of Us Mass collaboration on the Internet is shaking up business

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... Last year they began using Skype, a program that lets them make free calls over the Internet, with better sound quality than regular phones, using headsets connected to their PCs. Callers simply click on a name in their Skype contact lists, and if the person is there, they connect and talk just like on a regular phone call. "Better quality at no cost," exults Meiosys Chief Executive Jason Donahue. Poof! Almost 90% of his firm's $2,000 monthly long-distance phone bill has vanished. With 41 million people now using Skype, plus 150,000 more each day, it's no wonder AT&T and MCI are hanging it up.

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The nearly 1 billion people online worldwide -- along with their shared knowledge, social contacts, online reputations, computing power, and more -- are rapidly becoming a collective force of unprecedented power. For the first time in human history, mass cooperation across time and space is suddenly economical. "There's a fundamental shift in power happening," says Pierre M. Omidyar, founder and chairman of the online marketplace eBay Inc. (EBAY ) "Everywhere, people are getting together and, using the Internet, disrupting whatever activities they're involved in."

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Mass collaboration on the Internet is shaking up business

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peer power presents difficult challenges for anyone invested in the status quo. Corporations, those citadels of command-and-control, may be in for the biggest jolt. Increasingly, they will have to contend with ad hoc groups of customers who have the power to join forces online to get what they want.

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The Power Of Us Mass collaboration on the Internet is shaking up business

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Behold the power of us. It's the force behind the collective clamor of Weblogs that felled CBS (VIA ) anchorman Dan Rather and rocked the media establishment. Global crowds of open-source Linux programmers are giving even mighty Microsoft Corp. (MSFT ) fits. Virtual supercomputers, stitched together from millions of volunteers' PCs, are helping predict global climate change, analyze genetic diseases, and find new planets and stars. One investment-management firm, Marketocracy Inc., even runs a sort of stock market rotisserie league for 70,000 virtual traders. It skims the cream of the best-performing portfolios to buy and sell real stocks for its $60 million mutual fund. Although tech companies may be leading the way, their efforts are shaking up other industries, including entertainment, publishing, and advertising. Hollywood is under full-scale assault by 100 million people sharing songs and movies online via programs such as Kazaa and BitTorrent. The situation is the same with ad-supported media: Google Inc.'s (GOOG ) ace search engine essentially polls the collective judgments of millions of Web page creators to determine the most relevant search results. In the process, it has created a multibillion-dollar market for supertargeted ads that's drawing money from magazine display ads and newspaper classifieds.

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... Last year they began using Skype, a program that lets them make free calls over the Internet, with better sound quality than regular phones, using headsets connected to their PCs. Callers simply click on a name in their Skype contact lists, and if the person is there, they connect and talk just like on a regular phone call. "Better quality at no cost," exults Meiosys Chief Executive Jason Donahue. Poof! Almost 90% of his firm's $2,000 monthly long-distance phone bill has vanished. With 41 million people now using Skype, plus 150,000 more each day, it's no wonder AT&T and MCI are hanging it up.

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The Internet's supreme group-forming capability suggests the rise of an almost spooky group intelligence. Within minutes of Pope John Paul II's death, hundreds of eBay sellers had posted related products for sale.

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More companies are starting to understand the logic. If they can get others to help them design and create products, they end up with ready-made customers -- and that means far less risk in the tricky business of creating new goods and markets.

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More than a third of the two dozen requests P&G has submitted to InnoCentive's network have yielded solutions, for which the company paid upwards of $5,000 apiece.

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By using InnoCentive and other ways of reaching independent talent, P&G has boosted the number of new products derived from outside to 35%, from 20% three years ago. As a result, sales per R&D person are ahead some 40%.

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"The more we talk to each other, the dumber we can get," he notes. Groups that discourage independent thought potentially could put a damper on out-of-the-box ideas from brilliant individuals. They can also become herds that buy or dump stocks on momentum alone. For that matter, they can devolve into lynch mobs and terrorist groups.

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As companies have learned, the online hordes can quickly turn against them. Last September bike-lock manufacturer Kryptonite tried to downplay a blogger video that showed how to open its bike locks with a BIC pen. But the video instantly spread across the Net, forcing the company to spend more than $10 million on lock replacements.

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Networks are becoming the locus for innovation," says Stanford University professor Walter W. Powell. "Firms are becoming much more porous and decentralized."

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Ultimately, all this could point the way to a fundamental change in the way people work together. In 1968, ecologist Garrett Hardin popularized the notion of the tragedy of the commons. He noted that public resources, from pastures and national parks to air and water, inevitably get overused as people act in their own self-interest.

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Ultimately, all this could point the way to a fundamental change in the way people work together. In 1968, ecologist Garrett Hardin popularized the notion of the tragedy of the commons. He noted that public resources, from pastures and national parks to air and water, inevitably get overused as people act in their own self-interest. It's a different story in the Information Age, contends Dan Bricklin, co-creator of the pioneering PC software VisiCalc and president of consultant Software Garden Inc. in Newton Highlands, Mass.

Instead, he says, there's a cornucopia of the commons. That rich reward may be worth all the disruption we've seen and all the more still to come.

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