4.) Rich user experience: Relationships, not complex contracts.

Last mile linkage and front-ends are often cited as the primary reason for outsourcing failing to deliver results, and guess which element do they refer to--yes, . No amount of contractual lingo, no penalty or indemnity clause, no target SLA ratio, no empty promises, no solid resume...can ever mitigate risk the way a relationship can. Rather than spending months contracting, companies should spend time and energy in making sure they have the suitable relationship managers from their suppliers. Contracts actually serve their purpose only when things go wrong--if you have the right relationship, well, things will not go wrong in the first place. It's about bringing the focus back from documents, data pipes and computer screens, to relationships.

5.) The engagement as a conversation: Co-creation, not blame-game.

The debate is no longer about whether suppliers can do a job better than the customer, or the supplier saying "tell us what you want, give us what we want, and then we'll have a go at it". 2.0 is about working and winning together to address challenges.

Customers and service providers alike would do well to bring in a sense of consistency and discipline in the use of the appendage 2.0. And the model of course would be worthy of being called so, only if it changes people's lives and brings about the tectonic shift in the way we do things, the way Web 2.0 did. If not that, it's all thin air. Over to the innovators now...