What's clear is that A-List type vendors will be talking up their products, like Microsoft, which will offer a preview of the mobile version of its Bing search engine, including some new mobile applications. Online payment provider PayPal will have officials at hand promoting the upcoming launch of its PayPal X open development platform. Representatives from enterprise software vendor SAP will hawk the company's new BusinessObjects Explorer business intelligence tool.

Amidst all the marketing hoopla from vendors, Charlene Li, founder of which provides research and advice on social media and emerging technologies, sees Web 2.0 at an inflection point.

"Web 2.0 today is really developed and moving into another phase where people are focused much more on the implementation rather than on what it is," she said.

However, in this phase, companies are grappling with the tension of learning to deal with the changes that Web 2.0 brings to workplaces, especially regarding how companies interact with and relate to their employees and their customers. "Companies are coming face to face with the difficulty of what Web 2.0 really means," Li said. "We're at a big transition point here."

For Montford, Vibio.com's CEO, the main priority right now is keeping his startup on course and getting the most out of his participation in the conference.