"[Enterprise 2.0] is not an 'if' anymore -- it is a 'when' and 'how' these things will come to the enterprise," Carson said. "The kids are starting to learn it in elementary school. If you can tap into the power of your company better than your competitors ... that is a competitive advantage. Are you going to wait until a NetFlix takes 30% to 40% of your market share before you realize something is going on with the Internet?"
Carson noted that 50% of Morgan Stanley's 55,000 employees are younger than 35 years old, the age group most experienced with Web 2.0 technologies.
When Adam Carson, an associate at Morgan Stanley, first began pushing the use of Web 2.0 tools, he faced a major obstacle in the New York-based investment bank's 10,000-member IT department. "Most of our IT department didn't get it," he said. "This was all new to them. They had just been stuck in the world of enterprise IT."
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