More than a marketplace, it also provides the platform on which developers can build their own applications, not unlike Salesforce.com's AppExchange, says founder and CEO Pankaj Malviya.

Malviya differentiates his company from Salesforce by saying that LongJump targets smaller companies, numbering 10 to 100 employees, and it offers the first two applications for free: OfficeSpace for team collaboration and Customer Manager for contacts.

"Once you have made yourself comfortable with these two, you can go to the other sales and marketing services or just go to the catalog," said Malviya.

Unlike the trend in past Demo conferences, this year's group of more than 70 presenters has a higher preponderance of startups targeting the business market rather than the consumer market.

One such company is Sway Online from Shoutlet.

Shoutlet allows users to manage so-called "social media campaigns," according to Jason Weaver, CEO.

A social media campaign typically consists of marketing products and services through a sponsored RSS feed, a podcast episode, or an embedded video that gets passed along to other viewers.

Aimed at the marketing department of an organization, Shoutlet lets marketers create, distribute, monitor, and track such campaigns and do real-time reporting. 

Weaver says that up until now there has been no single service that combines content management and collaboration.

"We have a unique create, distribute, and monitor tool," said Weaver.

Also focusing on rich media, Radar from MetaRADAR, pulls together rich content and allows users to navigate and view content on a single screen.

By serving up the content on a single screen and then standardizing the navigation tools, Radar lets users more easily move between Web sites, said Scott Rankine, CEO. 

"We pull it together to get the stuff you want. It just takes a quick click, and the user has a uniform format for content feeds and navigation," said Rankine.

While Radar tries to solve the problem of information overload from multiple sources, mSpoke's FeedHub takes a different approach to the same problem.

FeedHub is a so-called intelligent engine that filters content to the user by learning what the user wants to see.

"We make the feed reader smarter," said Dave Mawhinney, CEO and co-founder.

The technology analyzes RSS feeds and determines what topics and or issues are most important to the users. Once the analysis is complete the feed reader filters the content down to a single relevant feed.

Judging from the number of companies presenting at Demo this year that offer some form of collaborative environment, tool or platform, it is obvious that when it comes to the Internet helping business users make decisions there is safety in consensus and in numbers.