Since the first Web 2.0 conference held in San Francisco in October 2004, "Web 2.0" has been both one of the most hyped and one of the most attacked terms in the realm of internet technologies. While some celebrate Web 2.0 as being the next paradigm for internet usage, others regard it as an insubstantial marketing slogan. To get beyond the ideological discussion, this article asks: What is the essence of "Web 2.0"? Are there new ideas or techniques applicable within enterprise environments? And, most important: How can Web 2.0 ideas add value for enterprises?