AOL co-founder Steve Case says “Madison really is on the rise,” but the capital city has a lot more collaborative work ahead if it wants to come out on top.

Case, who keynoted the Madison chamber’s IceBreaker luncheon at the Kohl Center, credited Madison for trying to turn the city into a tech hub. But several other cities are trying to do the same thing, he said, so the city’s business community needs to work together and lead “the third wave” of entrepreneurship.

“The momentum in Madison is impressive,” he said. “But I don’t know, it’s like the second or third inning.”

The 57-year-old’s new book is called “The Third Wave: An Entrepreneur’s Vision of the Future.”

Case was at the forefront of the first wave, back when nobody knew what the Internet was “and frankly, nobody cared.” The screeching dial-up sounds of the early Internet, he joked, sounded like “cha ching, cha ching” to him. Read the full WisBusiness story here.