Excerpt from article by Martin Giles
"...The consumer is king
The rise of tablets and smartphones also reflects a big shift in the world of technology itself. For years many of the most exciting advances in personal computing have come from the armed forces, large research centres or big businesses that focused mainly on corporate customers. Sometimes these breakthroughs found their way to consumers after being modified for mass consumption. The internet, for instance, was inspired by technology first developed by America’s defence establishment.
Over the past ten years or so, however, the consumer market has become a hotbed of innovation in its own right. “The polarity has reversed in the technology industry,” claims Marc Andreessen, a prominent Silicon Valley venture capitalist whose firm, Andreessen Horowitz, has invested in several consumer companies, including Facebook and Twitter. Now, he says, many exciting developments in information technology (IT) are appearing in the hands of consumers first and only then making their way into other arenas—a trend that tech types refer to as the “consumerisation” of IT.
The transformation may not be quite as dramatic as Mr Andreessen’s remark implies. Armies, universities and other institutions still spend vast sums on research, the fruit of which will continue to nourish personal technology. Moreover, this is not the first time that individuals have taken the lead in using new gadgets: the first PCs were often sneaked into firms by a few geeky employees.
Nevertheless there are good reasons for thinking that the latest round of consumerisation is going to have a far bigger impact than its predecessors. One is that rising incomes have created a vast, global audience of early adopters for gadgets. Around 8m units of the Kinect, a Microsoft device that attaches to the Xbox and lets people control on-screen action with their body movements, were sold within 60 days of its launch in November 2010. No consumer-electronics device has ever sold so fast, according to Guinness World Records. “These people will absorb new technology on a scale that is simply quite stunning,” says Craig Mundie, Microsoft’s head of research and strategy.
The cost of many gadgets is falling fast, giving another fillip to consumption. Smartphones priced at around $100—after a subsidy from telecoms companies, which make money on associated data plans—are starting to appear in America. The cheapest Kindle, an e-reader from Amazon, sells for $79, against $399 for the first version launched in 2007. The cost of digital storage has also fallen dramatically. A gigabyte (GB) of storage, which is roughly enough to hold a two-hour film after compression, cost around $200,000 in 1980; today a disk drive holding a terabyte, or 1,024GB, costs around $100.
The growth of the internet and the rapid spread of fast broadband connectivity have also transformed the landscape. So has the rise of companies such as Apple, Google and Amazon, whose main aim is to delight individuals rather than businesses or governments. Apple, in particular, has been to the fore in the democratisation of IT, creating a host of impressive devices such as the iPhone and the iPad. Much of the credit for its success goes to Steve Jobs, who stood down in August as its chief executive...."