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EXPERT ADVICE

When B2C and B2B Worlds Collide

Having spent more than 20 years in the tech industry, I've seen many trends (and related buzzwords) come and go. One trend that I continue to see each year is the "consumerization of IT." While it hasn't always been referred to by that label, consumer demand has manifest itself across a variety of sectors in the industry, from PCs and email to the cloud. Today, an obvious example of this is the desire to connect personal smartphones and tablets to a secured business network.

To earn your loyalty as a consumer, how important is it that a brand provides a personalized experience?
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