This brief highlights the main trends that Datamonitor anticipates in the prosumer technology market in 2009.

Report Highlights
The blogs are right: graduates are driving the integration of consumer technologies into enterprises. However, it is the graduates of 1999, not 2008, who are driving the change. These graduates-turned-managers grew up with IT, and they understand the benefits that leading-edge consumer technology can bring to their organizations.

The problem with social networking is that it has a soft ROI, which is making it hard for vendors to convince enterprises to make investments. The strongest business case can be made for knowledge workers operating from dispersed locations and Datamonitor expects better traction in vertical markets such as professional services and engineering.

The enterprise mobile device market is estimated by Datamonitor to be worth $13 billion in 2008, growing to $18 billion in 2012. The increasing demand for smartphones is the primary driver for the growth in enterprise expenditure on mobile devices.
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Figure 1: Depiction of technologies by their perceived maturity in both the enterprise and consumer markets 2
Figure 2: Vendors are positioning their products to tap into the prosumer market 4
Figure 3: Depiction of commercial brands by their penetration in the enterprise and consumer markets 6
Figure 4: Social networking is perceived to be of relatively low value by enterprises 7
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