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Innovating with Consumer-Driven IT

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Consumerization of IT is about the growing trend for consumers to adopt technologies well before the companies they work for, and subsequently to bring them to work. Typically, this refers to the increasing use of personal devices at work, such as smartphones and tablets (commonly referred to as “bring your own device” or BYOD), and the use of cloud and social services (Gmail, Dropbox, etc.) by employees at work.


  • Social Networking
  • Mobile Device
  • Social Medium
  • Cloud Service
  • Mobile Computing

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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  • DOI: 10.1007/978-1-4302-4411-0_7
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Figure 7-1


  1. 1.

    Three examples: a) Cisco, “Cisco Connected World Technology Report 2011,” , retrieved on September 2012; b) pwc, “Millennials at Work: Reshaping the Workplace,” 2011, , retrieved on September 2012; c) Accenture, “Global Research on Millennials’ Use of Technology,” 2010, , retrieved on September 2012.

  2. 2.

    Fiona Graham, “BYOD: Bring Your Own Device Could Spell End for Work PC,” BBC, February 2012, , retrieved on March 2012.

  3. 3.


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    Ted Schadler, “Telecommuting Will Rise to Include 43% of US Workers by 2016,” ZDNet, March 2009, , retrieved on September 2012.

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    Dave Rosenberg, “Consumerization of IT Is More Than Using an iPad at Work,” C|Net, January 2012, , retrieved on June 2012.

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    The Nielson Company, “Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building,” 2011, , retrieved on March 2012.

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    Starbucks, “Starbucks at Your Fingertips, No Matter Where You Are,” , retrieved on March 2012.

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    The Nielsen Company, “Ads with Friends: Analyzing the Benefits of Social Ads,” 2011, , retrieved on March 2012.

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    The Nielsen Company, “State of the Media: The Social Media Report Q3 2011,” September 2011, , retrieved on March 2012.

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    Qantas Airways on Twitter,!/qantasairways/status/ 138777262895009792, retrieved on March 2012.

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    Alicia Wood, “Qantas Makes Hash of Tweet Campaign,” Sydney Morning Herald, November 22, 2011, , retrieved on March 2012.

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    Michael Arrington, “Square Raising New Round, Joining Billion Dollar Valuation Club, TechCrunch, June 2011, , retrieved on June 2012.

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    Flickr, “Explore/Camera Finder,” , retrieved on June 2012.

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© 2013 Andi Mann

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Mann, A., Watt, G., Matthews, P. (2013). Innovating with Consumer-Driven IT. In: The Innovative CIO. Apress, Berkeley, CA.

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