AllBusiness.com

Going Native

TechnologyLegacy

The Gartner Group technology consultancy predicts that enterprise IT will be transformed as a new generation of "digital natives" enter the workforce. Consumer technology will come to dominate over business technology. I agree.

For years now, business technology has existed as a dictatorship operating with the full permission and cooperation of its citizens. Business users didn't know any better than to follow IT's dictates.

The next generation of workers, the generation that has grown up with the Internet, will be coming into the workplace from a world rich with broadband digital technologies. They will bring in their own best practices, solutions, and insight into technology. Why should IT dictate the way things are done? They get it just as well as the propellerheads do.

Profile: Dave Austin

Dave is a seasoned marketer with experience spanning both B2B and B2C marketing. His resume includes extensive work for several high-profile brands including Salesforce.com, IGN Entertainment, and Myspace (remember that?). He loves his work and is fascinated by the ever-changing landscape of digital marketing. He lives in the San Francisco Bay Area with his wife, two daughters, and their crazy cat, Martin.