Yes, Web 2.0 has become a marketing buzzword for "anything that's cool," as venture capitalist Peter Rip puts it. But even as the term itself may be losing its meaning, I've been seeing the services and ideas behind Web 2.0--basically, fast, bottom-up applications that connect people--starting to get an audience in mainstream business. You can read here what I wrote about the prospects for wikis, mash-ups, social networking, and the like to flatten corporate operations.
As a "CEO's Guide to Technology," it's clearly aimed at executives, so those of you who know this stuff cold may not be surprised. But we in Silicon Valley tend to forget that most of the rest of the world hasn't even heard of Web 2.0. In a podcast, Tim O'Reilly explains the basics, and provides a little more insight into the flap over his Web 2.0 Conference partner taking out a controversial service mark on the term as applied to conferences. And in a Q&A, Ray Lane provides the VC's view.
I did this story package even as I wonder if Web 2.0 as a term has peaked. Dave Winer, for one (and Richard McManus, for another), are sick of it. I can understand that. But I think the actual impact of Web 2.0 services is just beginning.
UPDATE: I neglected to give full credit to the folks at Cerado for the original Star Wars reference in the first paragraph of the story. A few months ago, they did a hilarious quiz that tested whether you can distinguish a Web 2.0 startup name from a Star Wars character. Check it out. Just for the record, I apparently drink too ... much... Kool-Aid. But I'm afraid that's just because I'm the only person in the world not to have seen more than one or two Star Wars movies.