With more and more startups and enterprises eyeing social networking and user-generated content, identity management stands to be a big issue at this week's show, as well as Web 2.0 strategies like agile development, which established firms of all stripes are taking a hard look at for their internal teams, Pahlka said.
With 10,000 visitors expected, organizers were surprised by the enthusiasm for the event, and expanded the Expo from two to three floors at the Moscone Center in downtown San Francisco to accommodate the crowd. Still, Pahlka said that the Web 2.0 buzz is no replay of the dot-com bubble of the late 1990s.
"I haven't run across a Pets.com yet," she said, recalling the archetypal dot-com flame out. "Most of this stuff is useable. There's no irrational exuberance and no crazy valuations. These are companies that have staying power, whereas Web 1.0 companies didn't," she said.