Trends Report

Consumerization Will Erase Boundaries Between Corporate And Consumer Technology Markets

Vendor Strategists Must Overhaul Business Units And Products Aimed At Information Workers

January 9th, 2012
Frank Gillett, null
Frank Gillett
With contributors:
Ted Schadler , Christopher Mines , TJ Keitt , Michael Yamnitsky , Charles S. Golvin

Summary

Execs plotting new information and communications technology (ICT) products and services face changing information worker behaviors driven by five innovations that empower users to provision and use technology with little help from their IT department. We cite adoption survey data, define this consumerization phenomenon, name the major market segments it affects, and offer a checklist of consumerization criteria. Creating consumerized offerings requires strategists to embrace transformations across the value chain and five principles of consumerized businesses. In this new climate for end user facing technologies, individuals take their tech and data with them from job to job. To succeed, vendor strategists must help their firms go beyond traditional practices and strategies.

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