Managing beyond Web 2.0

Companies should prepare now for the day when Web 2.0 morphs into Web 3.0.

McKinsey Quarterly, July 31, 2009 — It’s hardly news that the Internet has evolved into the primary vehicle for communication, information, and commerce. But in a surprising twist, today’s online customers—as both producers and consumers of their own content and services—ferociously guard their online experiences. This trend, which goes far beyond Web buzz, is catching some executives by surprise and making others more than a bit worried.