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EVERY few years Bill Gates, the chairman of Microsoft, issues a memo signalling an important shift for his company, and hence for the software industry as a whole. In 1995, one of his memos heralded the rise of the internet. In 2002, another memo drew attention to the growing importance of computer security. Now a barrage of memos signals the emergence of a new generation of web-based software, often called “Web 2.0”. As in previous cases, what is new is not the idea itself, but the fact that Microsoft is taking it seriously.