Role Reversal Presents an Opportunity

The “consumerization of IT” is a fairly simple idea. In short, it amounts to a reversal of roles.

It speaks to the impact consumer-originated technologies are having on enterprises. Increasingly, IT is no longer dictating to employees the hardware platforms and software applications that must be used to conduct business. Instead, the technology consumers themselves – sales, marketing, the back office – are in charge of decision making and telling IT to make things happen.

A recent conversation with one of our partners offers an illustration. “My customer runs the IT shop for a midsized law firm,” she said. “Just a few years ago, his team was responsible for vetting technologies and making purchase decisions. Then one of the firm’s partners came to his office one morning with a smartphone. ‘Do we support this?’ my customer was asked. Before he had a chance to reply, came the partner’s answer to his own question. ‘How about we do so. This afternoon.’”

Consumerization of technologies cannot be stopped. What it presents is a real opportunity to help your customers get out in front of their internal constituents. Mobility, for example, is a good place to start. Ask us about the providers we work with in this arena that can help your customers embrace, rather than fight, the reality of the iPhone and Android.


About TBI
TBI is one of the nation’s leading third-party technology distributors. For more than 25 years TBI has been assisting IT consultants, VARs, MSPs, and more than 2,500 other industry professionals to source, advise and quote the right customer solutions.

TBI serves as our partners' advocate, ensuring the most competitive prices and trouble-free provisioning of cloud, internet, data, mobility, voice and managed services from over 70 service providers. Through a variety of training programs, marketing support, and back-office tools, TBI empowers our partners to be the foremost authority and single source provider for all of their customers' technology needs. For more information, visit