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Consumerization in the work of today






 We can speak of consumerization as a socio-technological innovation, because that involves devices, applications and ways to communicate, behaviors, habits, first appearing on the consumer first in his personal life to later expand to the business sector.


The growth in the use of intelligent mobile devices happen 2011 to 2020 to around 10 trillion devices, today the average is 5.3 billion, and where the security will be the priority in more than 64% of the Top Concerns of IT, where they are searching how to protect networks and data access with mobile devices from searching remotely control these (39 per cent of needs)apply security policies (37%), and the ability for the deletion of information in the event of theft of the artifact (33%) or ridicule of the information.



According to a study of Consumerization, done in by IDC for Unisys, indicates that these practices increased by 10% compared to last year. According to the report, conducted between 2,565 employees in North America, Latin America and Europe, 40.7% of devices that use employees to access your business applications are own and expected that, by 2012, with the penetration of the tablets on the market, rises the percentage further.



While the pace of growth of the consumerization is high, IDC indicates a lack of support or lack of knowledge of the phenomenon by corporate IT departments. The consumerization advances: to be something that many have argued for years becomes a business decision of utmost importance.


Why is this happening? One key explanation is that the technology that is used at home is as good as that used in the company. And vice versa. "Two Worlds, One Life" study proves this. 63 Percent of European users would prefer to use the same brand used at home in your Office. The explosion of tablets and smartphones has contributed to this, without a doubt.


This phenomenon has two sides:  New Consumerization 

1 Device purchased by the company, used for the company and under the control of the consumer
2 Device purchased by the consumer, used for the company and under the control of the consumer
 

One of the biggest challenges that awakens this trend is the enterprise security in the changing role that must assume charge of technology within organizations and managing consumer expectations "... before, technology was responsible for defining the tools provide, make available, give support and maintenance to computers and devices of employees;" "with this phenomenon, IT must adapt to the new trends of its users and customers, maintaining, guaranteeing and controlling corporately defined information security policies"




On the occasion of world Internet day which is celebrated on May 17, D-link explains some interesting findings of the study "Two Worlds, One Life"



1. The design doesn't matter: sounds weird, but so it is. The design is no longer the most important thing for the user when you purchase technology. The Pan-European carried out by D-Link study shows how the technology of home users purchasing habits approaching ever closer to the systems of the companies responsible. Instead of acquiring technology for its "modern" or current design, the D-Link research shows that users are currently replicating purchasing habits, more practical and common in organizations IT departments. Confidence (38%), innovation (17%) and monetary value (12%) are the aspects mentioned as key elements for the consumer of technology, with other less relevant, as that is a modern product or fun (4%) or its design (2%).
 


2. Current consumers do not take spontaneous purchase decisions, but their behavior is eminently practical and opt mainly for the simplicity of use, quality and reliability of the products. Thus, 59 percent of respondents recognized acquire new equipment only when its current model is a failure, 54 percent when it starts to slow down his work and 41 per cent as there is a significant technological breakthrough. New Consumerization 
 


3. Do not want to be "early adopters": 52 percent of consumers and 47 percent of those responsible for it companies prefer to buy the second or third version of a product, that is widespread opinion that the "early adopters" must cope with more errors of systems.


4 Interconnected technologies: 70 per cent of consumers believed that their technologies are interconnected (45 percent of them used the same brands at home and at work), while 39 per cent ensures that its decisions in the private sphere are influenced by technological habits at work. 63 Percent would have recommended professional brands that used at home.


5. The future of domestic networks through hybrid technologies: a hybrid network combines different types of technologies, such as WiFi, Ethernet and PLC (capable of carrying Internet through the power cord), in order to remove its limitations. A hybrid network creates a system of communication home capable of carrying the connection anywhere, and able to cope with the most demanding applications, such as reproduction of content in HD, etc.





Benefits for SMEs  New Consumerization 

Small and medium-sized enterprises are not exempt the use of Facebook, Skype and other forms of communication not explicitly authorized to close dealings with clients, and also access to enterprise applications from individual computers.

 
The consumerization is presented so SMEs as an opportunity from the economic point of view, since, in many cases, the trend towards the acquisition of smart phones or personal use notebooks brought to the level of the undertaking, comes from an investment by the worker; and from productive, mobility allows them to answer work commitments at any time, increasing employee satisfaction and commitment.

 
Moreover, the structure of this type of companies often work in networks with applications that do not require authentication and low levels of security for non-confidential data, facilitating the usability from portable devices. Anyway, to avoid headaches, is advisable to invest in software and updated protections antivirus, spyware and reinforce the prevention of attacks or loss of information.

 
In a set path but there is still to go, the recommendations on the consumerización revolve around to prepare the infrastructure of large and small companies to meet the requirements of the staff; extended support, increase the security of critical data and implement flexible and up-to-date platforms to control the safety of each endpoint (devices and applications of the users connected to the network).
 


The phenomenon of the 'consumerization' of it is being driven and shaped by the new generation, i.e., by those who were born between 1982 and 1994, and which are now massively reaching companies.  It is true that this new generation is incorporating their own habits and technological expectations to jobs and the way of doing business, but also an it corporate strategy must plan without falling into some certain myths about this demographic group and its role in the process of consumerization.


The myth of social rules. The biggest myth is related to social networking. According to this belief, the generation and not use email or the phone so it will be necessary to define a 'social business' strategy to communicate with the inside and outside of the organization. But this is only true in part: it should launch a strategy that takes into account the use of social tools, but without deleting the phone and email.


Social tools are essential for certain interactions, especially the asynchronous, characterized by permanent entries in time with comments or answers which may be classified by relevance. However, when it comes to the truth, for a large part of the daily activities this is less efficient than a phone or a meeting face to face between different people call, and also much less manageable than email: to verify it is enough to try to find tweets of certain items mentioned therein or two weeks ago.



Myth of the mobile rules. Another great myth is the new generation and does not use computers, if they have them. Everything begins and ends on the smartphone. However, the Baby Boomers were active users of smartphones before the young leave of the institutes. Who bought if not those devices BlackBerry and Windows of the late 1990s and the following decade? Who if not have led the adoption of the iPhone and Android smartphones?
 


Young people are comfortable with the most modern technology because they have grown up surrounded by her. But the Baby Boomers grew up in the early days of the PC and the Internet. The generation and they are, of course, very familiar with some of the technologies than their predecessors, but they are not radically different from the previous generation in 'open mind' before the technological. Moreover, I could say that it is false that are young people who have opened the doors to the ' Era Post-PC': have been predecessors which have formed the Executive layer adopted before anyone else the iPad and smartphones in the enterprise. They have been who showed that these devices were worth for something more than the Leisure and entertainment. And at this point both generations are complementary. The generation and is driving the trend to abandon the PC as a main tool of business that the Baby Boomers started.

New Consumerization 
Myth of insecurity. It is often stated that younger employees do not respect neither privacy nor the protection of information, but this is only a wrong perception of reality. Workers have been always used the information outside the permitted areas. For some years now the dominant technology for the exchange of information was the photocopier and fax, and both tools were used to filter secrets to competition or to the press.