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Preparing for the Employee and Customer of the Future - Next Generation Consumerization
Building your Firm from the Outside-in – position paper

Next Generation Consumerization - Co-creating Value with your Customers

  • PUBLISHED
  • 03 Feb 2014

Our research shows that the consumerization of IT is just beginning and that the current focus on employee Bring Your Own Device (BYOD) policies is only an important initial phase. Increasingly, consumer technologies will become a platform for co-creating value with the marketplace. This means that consumerization is no longer just an issue for IT managers. The Next Generation of Consumerization will affect the entire firm.

The first half of the report describes the upcoming technology changes, and the second half focuses on the power of co-creation, especially the many synergies between customer co-creation and next generation consumerization technologies.

Preparing for the Employee an Customer of the FutureWatch a video: Preparing for the Employee and Customer of the Future - Next Generation Consumerization.

For help in determining your consumerization strategy, contact your dedicated Account Representative.

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Executive Summary

PDF (813.8 KB)

Single Topic Report

PDF (2.7 MB)

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AUTHORS

 
David Moschella
Research Fellow
David Moschella, based in the United States, is a Research Fellow for Leading Edge Forum.  David's focus is on industry disruptions, machine intelligence and related business model strategies.  David was previously Global Research Director of the programme. David’s key areas of expertise include globalization, industry restructuring, disruptive technologies, and the co-evolution of business and IT.  He is the author of multiple research reports, including Disrupting the Professions through Machine Learning and Digital Trust, 2016 Study Tour Report: Applying Machine Intelligence, There is Now a Formula for Machine Intelligence Innovation,  Embracing 'the Matrix' and the Machine Intelligence Era and The Myths and Realities of Digital Disruption. An author and columnist, David’s second book, Customer-Driven IT, How Users Are Shaping Technology Industry Growth, was published in 2003 by Harvard Business School Press.  The book predicted the shift from a supplier-driven to today’s customer-led IT environment.  His 1997 book, Waves of Power, assessed global competition within the IT supplier community.  He has written some 200 columns for Computerworld, the IT Industry’s leading publication on Enterprise IT, and has presented at countless industry events all around the world. David previously spent 15 years with International Data Corporation, where he was IDC’s main spokesperson on global IT industry trends and was responsible for its worldwide technology, industry and market forecasts.    
 
Jim Ginsburgh
Research Associate
Jim Ginsburgh, based in the US, is a Research Associate for the Leading Edge Forum.  Jim is the co-author of multiple reports. His most recent publication (February 2015) is entitled A Guide to Co-creating Value with Your Customers, authored with Doug Neal, Lewis Richards and Professor Venkat Ramaswamy from the University of Michigan.  
 
Douglas Neal
Research Fellow
Doug Neal, based in the United States, is a Research Fellow for Leading Edge Forum. Doug's focus is on the intersection of strategy, business operations and technology.     Doug is the author of multiple reports including A Guide to Co-creating Value with Your Customers, authored with Jim Ginsburgh, Lewis Richards and Professor Venkat Ramaswamy from the University of Michigan, Next Generation Consumerization – Co-creating Value with your Customers, The Consumerization Workbook and Preparing for a Post-PC World.   He co-authored the book The Networked Supply Chain:  Applying Breakthrough BPM Technology to Meet Relentless Customer Demands.  Doug’s point of view on consumer privacy was published in Wilson Quarterly, the journal of the Woodrow Wilson International Center for Scholars. Doug has led a number of study tours over recent years on subjects including Dealing with Disruption, The Future of Do-It-Yourself Technology, Mobility, Cloud Computing, Web 2.0 and Green IT. Doug has developed state-of-the-art management and other end-user systems for clients in financial services, manufacturing, healthcare and high-technology companies.  Prior to joining the Leading Edge Forum, Doug worked at two international management consulting firms and founded an organization specializing in systems for executive management. Doug received a BA from Haverford College, conducted special studies at the Ruhr University, and has an ABD from the University of Michigan.

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