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The transition from static Business-to-Consumer (B2C) Web sites to dynamic B2C Web sites with rich content - essentially the transformation from Web 1.0 to Web 2.0 - is enabling increased interactivity between businesses and consumers. Web 2.0 can be thought of as the technologies and Web sites that enable users and developers to collaborate in rapidly developing data and applications with a high level of integration across platforms and other services. Businesses that can capitalize on this opportunity to provide a richer and more useful experience can increase customer retention and loyalty to their brand. However, if a company is not able to quickly, flexibly, reliably, and securely deliver rich interactive content, the benefits afforded by this new level of interactivity go unrealized.
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