Collaboration in real time is helping businesses to know whats going on in market. Hi-Tech companies like Oracle, Microsoft, Dell enagage with communities on Facebook and invite users to share their ideas and expectations. Tweets are the buzz word these days & it was proven when US Government requested Twitter to hold on their upgrade. Hi-Tech companies look for faster innovation and making money from information. Huge amount of unstructured information is available to organizations from external and internal sources. Collaboration helps utilizing this pool of unstructured information to innovatively co-create products with customers and offer a superior customer experience. Innovation in collaboration is being realized with tweets, video sharing, blogs, wikis, widgets, podcasts, and social networking sites. 

Facebook recently announced Developer Contest in India inviting users to develop applications for it and integrate the social networking portal with other applications. Internet companies are opening up applicaitons promoting collaboration via modular architecture, APIs and third party alliance. It is very important that business leaders draw inspiration from such instances and enhance their collaboration touchpoints. Collaboration must evolve traditional technologies and innovate current technologies. I believe that companies that judiciously adopt Innovation In Collaboration will be better positioned to create competitive advantage in this highly competitive world.