I think there are two camps in the VoIP/video community. The first camp is where the thought leadership occurs. Lots of pre-monetized concepts. Lots of conceptual thought. Think Mynumo, Fonav, the DID exchange collectives, the MySpace crowd. The “2.0″ people, many of whom are us. Grappling with how to paint an enterprise face upon the monolith of community-centric, often open-source software paradigms. We can’t get enough 2.0. “There’s never too much” and we’ll cultivate just about any idea that empowers users. Our limits are the lack of IP infrastructure in the world.
Then, there are the more traditional thinkers. Trying to work within the existing global framework for media delivery. The telcos. The “VoIP 911″ solution providers. The one-size-fits-all, user-insensitive service carriers like the cell phone networks. The big equipment manufacturers. These guys are inching in the direction of 2.0 at a pace that makes a snail look like Jeff Gordon. These guys need to find a safe financial path in that direction, and they are grappling with “how much is too much” and of course how to protect, replace, and augment today’s revenue with new services. Their limits are the financial obligations and the prospect of losing control when things that benefit 2.0 occur: unbundling, massive deregulation, and new applications that are knocking anxiously on the locked door of their infrastructure.Â
And lost between the two viewpoints is the enterprise user, who probably understands both philosophies, but needs a new breed of consultant to figure out how to bring 2.0 into a truly useful state. Blogging is a 2.0 concept (though I argue “Am I Hot Or Not” was really one of the first 2.0 web apps). Technorati defines the user-centricity, social frameworks, and community-building ideals of 2.0. Technorati says “Vote with your feet”, empowering users to assign weight to different pieces of content so that those deserving of more respect actually GET IT. Ditto for Digg and Delicious. This is NOT an enterprise-friendly philosophy from the telco’s standpoint, nor from the equipment vendor’s standpoint.
But 2.0 is needed in the enterprise. Marketing. Why do I get press releases from everybody under the sun wanting me to flout their wares? Why do I get swag? Why are Avaya and Cisco always in my top-10 list for my web access log?  Because they understand our dirty little secret: 2.0 WORKS.
Now, how do we make it work for enterprise users?