ReadWriteEnterprise

What would you do if you knew exactly who was coming to your site and were able to tailor your site accordingly? With Demandbase's B2B-focused Real-Time ID service, businesses can now identify information about a visitor's company, including industry, size, location and revenue before they even render their sites. In addition, they can also identify if that visitor is already a customer. Thanks to this, businesses can now, for example, tailor their marketing messages and advertising on their home pages for every visitor, and show them just those messages and white papers that are relevant to their businesses.

Google Docs now includes co-editing features, similar to Google Wave. The feature is one of several new updates to Google Docs that includes faster online access to documents and better formatting.

The new features provide capabilities that enhance Google Docs on platforms such as the desktop or laptop. But the stark difference between apps and traditionally crafted web pages is evident as Google seeks the best way to present Google Docs on mobile devices.

Earlier today Novell demoed it's Google Wave-like product to the enterprise world. Pulse is the latest workplace collaboration platform to announce at this year's Enterprise 2.0 Conference and ReadWriteWeb was lucky enough to catch up with Novell's VP of Engineering Andy Fox for a demo of the new tool. The beta product is expected early next year.

The real-time web is proving itself disruptive in the enterprise space. But it's not viable unless users may utilize technologies like live editing or voice collaboration on top of a real-time environment.

At the Enterprise 2.0 conference over the next few days we will be watching companies that give users the ability to integrate voice and other technologies with intuitive, real-time capabilities.

Microblogging represents the first wave in the enterprise. Now the questions is what represents the second wave and how adoption will occur.

The issue of the second wave came back up again and again in "Applying The Real-Time Web in the Enterprise," at the ReadWrite Real-Time Web Summit today.

Now that Ray Ozzie has stepped into the ring with the news that Microsoft is launching a full-on social lab, it's clear that the Enterprise 2.0 movement is moving into a new phase.

Now comes the question of what effect Microsoft will have on the way Enterprise 2.0 evolves and what roles the players that are early to the game will play in its future.

The very notion of data silos seems to be turning upside down and sideways and shaken all around. A whole new generation of applications are infiltrating the enterprise and bringing out a new dimension of intelligence not previously explored.

Most platforms gain traction through a killer app. In the second generation of real time, that killer app was market data for financial traders. What will it be in the third generation?

Today, the real-time Web is associated with social networking status updates via services such as Twitter and Facebook. But whether this will be the killer app for this generation is not clear. As we enter a period of "social update exhaustion" (as in, "I really do not care what you had for breakfast"), the real-time Web may evolve into things that we really need to make a living or to get essential stuff done. The killer app matters, because the winner at the platform layer will be the company that hosts it.