<s>
Consumerization	B-General_Concept
is	O
the	O
reorientation	O
of	O
product	O
and	O
service	O
designs	O
to	O
focus	O
on	O
(	O
and	O
market	O
to	O
)	O
the	O
end	O
user	O
as	O
an	O
individual	O
consumer	O
,	O
in	O
contrast	O
with	O
an	O
earlier	O
era	O
of	O
only	O
organization-oriented	O
offerings	O
(	O
designed	O
solely	O
for	O
business-to-business	O
or	O
business-to-government	B-Application
sales	O
)	O
.	O
</s>
<s>
Technologies	O
whose	O
first	O
commercialization	O
was	O
at	O
the	O
inter-organization	O
level	O
thus	O
have	O
potential	O
for	O
later	O
consumerization	B-General_Concept
.	O
</s>
<s>
The	O
emergence	O
of	O
the	O
individual	O
consumer	O
as	O
the	O
primary	O
driver	O
of	O
product	O
and	O
service	O
design	O
is	O
most	O
commonly	O
associated	O
with	O
the	O
IT	B-General_Concept
industry	I-General_Concept
,	O
as	O
large	O
business	O
and	O
government	O
organizations	O
dominated	O
the	O
early	O
decades	O
of	O
computer	O
usage	O
and	O
development	O
.	O
</s>
<s>
Thus	O
the	O
microcomputer	O
revolution	O
,	O
in	O
which	O
electronic	O
computing	O
moved	O
from	O
exclusively	O
enterprise	O
and	O
government	O
use	O
to	O
include	O
personal	B-Device
computing	I-Device
,	O
is	O
a	O
cardinal	O
example	O
of	O
consumerization	B-General_Concept
.	O
</s>
<s>
But	O
many	O
technology-based	O
products	O
,	O
such	O
as	O
calculators	B-Application
and	O
mobile	O
phones	O
,	O
have	O
also	O
had	O
their	O
origins	O
in	O
business	O
markets	O
,	O
and	O
only	O
over	O
time	O
did	O
they	O
become	O
dominated	O
by	O
high-volume	O
consumer	O
usage	O
,	O
as	O
these	O
products	O
commoditized	O
and	O
prices	O
fell	O
.	O
</s>
<s>
An	O
example	O
of	O
enterprise	O
software	O
that	O
became	O
consumer	O
software	O
is	O
optical	B-Application
character	I-Application
recognition	I-Application
software	I-Application
,	O
which	O
originated	O
with	O
banks	O
and	O
postal	O
systems	O
(	O
to	O
automate	O
cheque	O
clearing	O
and	O
mail	O
sorting	O
)	O
but	O
eventually	O
became	O
personal	B-Application
productivity	I-Application
software	I-Application
.	O
</s>
<s>
In	O
a	O
different	O
sense	O
,	O
consumerization	B-General_Concept
of	I-General_Concept
IT	I-General_Concept
is	O
the	O
proliferation	O
of	O
personally	O
owned	O
IT	O
at	O
the	O
workplace	O
(	O
in	O
addition	O
to	O
,	O
or	O
even	O
instead	O
of	O
,	O
company-owned	O
IT	O
)	O
,	O
which	O
originates	O
in	O
the	O
consumer	O
market	O
,	O
to	O
be	O
used	O
for	O
professional	O
purposes	O
.	O
</s>
<s>
This	O
bring	O
your	O
own	O
device	O
trend	O
has	O
significantly	O
changed	O
corporate	O
IT	O
policies	O
,	O
as	O
employees	O
now	O
often	O
use	O
their	O
own	O
laptops	B-Device
,	O
netbooks	B-Device
,	O
tablets	B-Device
,	O
and	O
smartphones	B-Application
on	O
the	O
hardware	B-Architecture
side	O
,	O
and	O
social	O
media	O
,	O
web	B-Protocol
conferencing	I-Protocol
,	O
cloud	O
storage	O
,	O
and	O
software	B-Architecture
as	I-Architecture
a	I-Architecture
service	I-Architecture
on	O
the	O
software	O
side	O
.	O
</s>
<s>
Consumerization	B-General_Concept
has	O
existed	O
for	O
many	O
decades	O
,	O
as	O
,	O
for	O
example	O
,	O
the	O
consumerization	B-General_Concept
of	O
refrigeration	O
occurred	O
in	O
the	O
1910s	O
through	O
1950s	O
.	O
</s>
<s>
The	O
consumerization	B-General_Concept
of	I-General_Concept
IT	I-General_Concept
is	O
believed	O
to	O
have	O
been	O
first	O
regularly	O
called	O
by	O
that	O
term	O
by	O
Douglas	O
Neal	O
and	O
John	O
Taylor	O
of	O
the	O
Leading	O
Edge	O
Forum	O
in	O
2001	O
;	O
the	O
first	O
known	O
published	O
paper	O
on	O
this	O
topic	O
was	O
published	O
by	O
the	O
LEF	O
in	O
June	O
2004	O
.	O
</s>
<s>
The	O
term	O
is	O
now	O
used	O
widely	O
throughout	O
the	O
IT	B-General_Concept
industry	I-General_Concept
,	O
and	O
is	O
the	O
topic	O
of	O
numerous	O
conferences	O
and	O
articles	O
.	O
</s>
<s>
Later	O
,	O
Consumerization	B-General_Concept
of	I-General_Concept
IT	I-General_Concept
has	O
been	O
used	O
ambiguously	O
.	O
</s>
<s>
The	O
technology	O
behind	O
the	O
consumerization	B-General_Concept
of	O
computing	O
can	O
be	O
said	O
to	O
have	O
begun	O
with	O
the	O
development	O
of	O
eight-bit	O
,	O
general-purpose	O
microprocessors	B-Architecture
in	O
the	O
early	O
1970s	O
and	O
eventually	O
the	O
personal	B-Device
computer	I-Device
in	O
the	O
late	O
1970s	O
and	O
early	O
1980s	O
.	O
</s>
<s>
Thus	O
,	O
the	O
microcomputer	O
revolution	O
,	O
in	O
which	O
electronic	O
computing	O
moved	O
from	O
exclusively	O
enterprise	O
and	O
government	O
use	O
to	O
include	O
personal	B-Device
computing	I-Device
,	O
is	O
the	O
cardinal	O
example	O
of	O
consumerization	B-General_Concept
.	O
</s>
<s>
However	O
,	O
it	O
is	O
significant	O
that	O
the	O
great	O
success	O
of	O
the	O
IBM	B-Device
PC	I-Device
in	O
the	O
first	O
half	O
of	O
the	O
1980s	O
was	O
driven	O
primarily	O
by	O
business	O
markets	O
.	O
</s>
<s>
Business	O
preeminence	O
continued	O
during	O
the	O
late	O
1980s	O
and	O
early	O
1990s	O
with	O
the	O
rise	O
of	O
the	O
Microsoft	B-Application
Windows	I-Application
PC	O
platform	O
.	O
</s>
<s>
Meanwhile	O
,	O
other	O
technology-based	O
products	O
,	O
such	O
as	O
calculators	B-Application
,	O
fax	O
machines	O
,	O
and	O
mobile	O
phones	O
,	O
also	O
had	O
their	O
origins	O
in	O
business	O
markets	O
,	O
and	O
only	O
over	O
time	O
did	O
they	O
become	O
dominated	O
by	O
high-volume	O
consumer	O
usage	O
,	O
as	O
these	O
products	O
commoditized	O
and	O
prices	O
fell	O
.	O
</s>
<s>
In	O
particular	O
the	O
rise	O
of	O
free	O
,	O
advertising-based	O
services	O
such	O
as	O
email	O
and	O
search	B-Application
from	O
companies	O
such	O
as	O
Hotmail	B-Operating_System
and	O
Yahoo	B-Application
began	O
to	O
establish	O
the	O
idea	O
that	O
consumer	O
IT	O
offerings	O
based	O
on	O
a	O
simple	O
Internet	B-Application
browser	I-Application
were	O
often	O
viable	O
alternatives	O
to	O
traditional	O
business	O
computing	O
approaches	O
.	O
</s>
<s>
Meanwhile	O
,	O
it	O
is	O
argued	O
that	O
consumerization	B-General_Concept
of	I-General_Concept
IT	I-General_Concept
embodies	O
more	O
than	O
consumer	O
IT	O
diffusion	O
,	O
but	O
a	O
chance	O
for	O
considerable	O
productivity	O
gains	O
.	O
</s>
<s>
It	O
"	O
reflects	O
how	O
enterprises	O
will	O
be	O
affected	O
by	O
,	O
and	O
can	O
take	O
advantage	O
of	O
,	O
new	O
technologies	O
and	O
models	O
that	O
originate	O
and	O
develop	O
in	O
the	O
consumer	O
space	O
,	O
rather	O
than	O
in	O
the	O
enterprise	O
IT	B-General_Concept
sector	I-General_Concept
"	O
.	O
</s>
<s>
The	O
primary	O
impact	O
of	O
consumerization	B-General_Concept
is	O
that	O
it	O
is	O
forcing	O
businesses	O
,	O
especially	O
large	O
enterprises	O
,	O
to	O
rethink	O
the	O
way	O
they	O
procure	O
and	O
manage	O
IT	O
equipment	O
and	O
services	O
.	O
</s>
<s>
Consumerization	B-General_Concept
enables	O
alternative	O
approaches	O
.	O
</s>
<s>
Products	O
have	O
become	O
easier	O
to	O
use	O
,	O
and	O
cloud-based	B-Architecture
,	O
software-as-a-service	B-Architecture
offerings	O
are	O
addressing	O
an	O
ever-widening	O
range	O
of	O
business	O
needs	O
in	O
areas	O
such	O
as	O
video-conferencing	B-Application
,	O
digital	B-Algorithm
imaging	I-Algorithm
,	O
business	O
collaboration	O
,	O
sales	O
force	O
support	O
,	O
systems	O
back-up	B-Protocol
,	O
and	O
other	O
areas	O
.	O
</s>
<s>
Similarly	O
,	O
there	O
is	O
increasing	O
interest	O
in	O
so-called	O
Bring	O
Your	O
Own	O
Device	O
strategies	O
,	O
where	O
individual	O
employees	O
can	O
choose	O
and	O
often	O
own	O
the	O
computers	O
and/or	O
smart	B-Application
phones	I-Application
they	O
use	O
at	O
work	O
.	O
</s>
<s>
The	O
Apple	O
iPhone	B-Device
and	O
iPad	B-Device
have	O
been	O
particularly	O
important	O
in	O
this	O
regard	O
.	O
</s>
<s>
They	O
have	O
demonstrated	O
that	O
elements	O
of	O
choice	O
,	O
style	O
and	O
entertainment	O
are	O
now	O
critical	O
computer	B-General_Concept
industry	I-General_Concept
dimensions	O
that	O
businesses	O
cannot	O
ignore	O
.	O
</s>
<s>
Equally	O
important	O
,	O
large	O
enterprises	O
have	O
become	O
increasingly	O
dependent	O
upon	O
consumerized	O
services	O
as	O
search	B-Application
,	O
mapping	O
,	O
and	O
social	O
media	O
.	O
</s>
<s>
One	O
of	O
the	O
most	O
important	O
consumerization	B-General_Concept
questions	O
going	O
forward	O
is	O
to	O
what	O
extent	O
such	O
advertising-based	O
services	O
will	O
spread	O
into	O
major	O
corporate	O
applications	O
such	O
as	O
email	O
,	O
Customer	O
Relationship	O
Management	O
(	O
CRM	O
)	O
,	O
and	O
Intranets	B-General_Concept
.	O
</s>
<s>
One	O
of	O
the	O
more	O
serious	O
negative	O
implications	O
of	O
consumerization	B-General_Concept
is	O
that	O
security	O
controls	O
have	O
been	O
slower	O
to	O
be	O
adopted	O
in	O
the	O
consumer	O
space	O
.	O
</s>
<s>
In	O
a	O
recent	O
CSOOnline	O
article	O
by	O
Joan	O
Goodchild	O
she	O
reported	O
a	O
survey	O
that	O
found	O
"	O
when	O
asked	O
what	O
are	O
the	O
greatest	O
barriers	O
to	O
enabling	O
employees	O
to	O
use	O
personal	O
devices	O
at	O
work	O
,	O
83	O
percent	O
of	O
IT	O
respondents	O
cited	O
"	O
security	O
concerns	O
"	O
This	O
shortcoming	O
may	O
soon	O
be	O
remedied	O
by	O
the	O
chip	O
manufacturers	O
with	O
technologies	O
such	O
as	O
Intel	O
's	O
"	O
Trusted	O
Execution	O
Technology	O
"	O
and	O
ARM	B-Architecture
's	O
"	O
Trust	O
Zone	O
"	O
—	O
these	O
technologies	O
being	O
designed	O
to	O
increase	O
the	O
trustworthiness	O
of	O
both	O
enterprise	O
and	O
consumer	O
devices	O
.	O
</s>
<s>
The	O
giant	O
data	B-Operating_System
centers	I-Operating_System
that	O
have	O
been	O
and	O
are	O
being	O
built	O
by	O
firms	O
such	O
as	O
Google	O
,	O
Apple	O
,	O
Amazon	B-Application
and	O
others	O
are	O
far	O
larger	O
and	O
generally	O
much	O
more	O
efficient	O
than	O
the	O
data	B-Operating_System
centers	I-Operating_System
used	O
by	O
most	O
large	O
enterprises	O
.	O
</s>
<s>
For	O
example	O
,	O
Google	O
is	O
said	O
to	O
support	O
over	O
300	O
million	O
Gmail	B-Application
accounts	O
,	O
while	O
executing	O
more	O
than	O
1	O
billion	O
searches	O
per	O
day	O
.	O
</s>
<s>
Supporting	O
these	O
consumer-driven	O
volumes	O
requires	O
new	O
levels	O
of	O
efficiency	O
and	O
scale	O
,	O
and	O
this	O
is	O
transforming	O
many	O
traditional	O
data	B-Operating_System
center	I-Operating_System
approaches	O
and	O
practices	O
.	O
</s>
<s>
Among	O
the	O
major	O
changes	O
are	O
reliance	O
on	O
low	O
cost	O
,	O
commodity	O
servers	B-Application
,	O
N+1	O
system	O
redundancy	O
,	O
and	O
largely	O
unmanned	O
data	B-Operating_System
center	I-Operating_System
operations	O
.	O
</s>
<s>
The	O
associated	O
software	O
innovations	O
are	O
equally	O
important	O
in	O
areas	O
such	O
as	O
algorithms	O
,	O
artificial	B-Application
intelligence	I-Application
,	O
and	O
Big	B-Application
data	I-Application
.	O
</s>
<s>
In	O
this	O
sense	O
,	O
consumerization	B-General_Concept
seems	O
likely	O
to	O
transform	O
much	O
of	O
the	O
overall	O
computing	O
stack	O
,	O
from	O
individual	O
devices	O
to	O
many	O
of	O
the	O
most	O
demanding	O
large-scale	O
challenges	O
.	O
</s>
