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Customer-driven IT:how users are shaping technology industry growth

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Will e-commerce ever really take off? What will it take to make online advertising work? Will we ever be able to vote online? Questions about the Internet's true potential have been echoing across the IT landscape since the dot-com bubble burst. Will the Internet's full promise ever be realized? Noted industry forecaster David Moschella says it will- because the main source of IT innovation and progress has fundamentally changed. In this visionary book, Moschella predicts that it will be the effectiveness of IT customer leadership that will determine the future prospects for the information technology industry. Customer-Driven IT describes the shift from a supplier- to a customer-led IT industry. It explains why even the most powerful IT vendors simply can't address most of the key opportunities and challenges the industry now faces-but how IT customers and their industries increasingly can. Moschella explores the concept of a customer-driven IT industry value chain, in which the value that IT customers create for each other is the most important source of IT market demand. By applying this model to a wide range of business, educational, government, and consumer IT applications, Moschella shows why IT customers must take the lead in developing many of the new systems, platforms, and standards the IT industry needs to move ahead. This change in industry leadership has many implications for customers and suppliers alike. The book describes the adjustments each group will have to make in terms of its strategies, tactics, and mind-sets in order to leverage new opportunities and realize future profits, particularly in emerging areas such as Web Services and Semantic Applications. The fate of the IT industry now rests much more with those who use technology than with those who sell it. If customers successfully embrace this important new role, the growth of the Internet might ultimately surprise us all.

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