At IDC, we believe that understanding the consumers' mindset around technology is vitally important to all tech companies, regardless of whether your business is B2C, B2B, or B2B2C. This is because irrespective of what type of technology you deliver-be it hardware, software, or services-what your end users want and need is increasingly dictated by their experiences as human beings, not employees. In a world where consumers' experience with new technologies drives the trends impacting IT decision makers, we increasingly expect the consumer tail to wag the enterprise dog. Grasping this distinction is essential, as is the fact that we expect significant disruptions in the way consumers engage with and spend on technology in the coming years.