This is a video of my talk from the Enterprise 2.0 conference in Milan in June 2008 in which I examine the concepts of web 2.0 and enterprise 2.0 and the forces behind change. The talk links together a number of topics from componentisation, software as a service, participation, network effects, innovation and commoditisation into a single coherent theme. The talk covers.1. What is commoditisation?2. What is innovation? 3. Why web 2.0 is important?4. Why web 2.0 is important now?5. Why enterprise 2.0 is important?6. Some basic lessons on managing enterprise 2.0. Less