Finally, many current debates are about the enterprises’ ability to understand, master and harness the web, internally. This may seem trivial because purely technological and being about competences that are much lighter that those IT depts have been using for decades. But, at the end, it’s more complicated that it seems.

As a matter of fact :

• It’s about making enterprises assimilate  somethings external, which is not something culturally easy. More, it has an impact on the competences that have to be gathered.

• For the first time, it’s about assimilating something coming from the general public whereas enterprises used to be leaders in technological change, adopting things years before it becomes available and affordable for common people.

• The assimilation, that was technological at the beginning, became  about new usages. But enterprises don’t know the word usages : they have methods, processes, norms. The only fact something can change, even a small detail, causes a self-defences reaction. Considering there is also a behavioral impact, it’s easy to understand how difficult things are even if many people are overestimating the upcoming changes. Even if it will help businesses to be aligned with their economic and competitive context, the shift is not easy.

So, here’s how, in less than a decade, things went from face-lifting interfaces to an human and organizational project.

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