This paper looks at the implications of Web 2.0 technologies for university teaching and learning. The latest generation of undergraduates already live in a Web 2.0 world. They have new service expectations and are increasingly dissatisfied with teacher‐centred pedagogies. To attract and retain these students, universities will need to rethink their operations. New social technologies mean that universities have the chance to create a new generation of student‐centred learning environments, to realize the idea of a University 2.0. The following discussion draws upon a fictional character in order to capture the possible futures of such a brave new world