By Fayez Alqahtani

Web 2.0 technology has become an important phenomena and many users around the world use it in their personal life. It is the social software that can be used to organize store tag and send information on the internet. There are attempt to use this technology in the business context, however its role in this context need to be defined and current business initiatives regarding web 2.0 technology need to be analysed in order to explore the issue of implementing web 2.0 in the business context.

The envisioned business roles of web 2.0 are communicating with customers, providing customer services, improving customer productivity, sharing employ knowledge, communication with employees and obtaining customer feedback. Moreover, customers themselves can engaged in an online shopping communities to share ideas about products and services in terms of price quality and so on. Whereas, using web 2.0 like wikis and blogs in workplace as a collaboration platform seems to be spectacled.

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