Business & Management
Consumerization Vs Customization
Consumerization is the specific impact that consumer-originated technologies can have on enterprises. It reflects how enterprises will be affected by, and can take advantage of, new technologies and models that originate and develop in the consumer space, rather than in the enterprise IT sector. Consumerization is not a strategy or something to be “adopted.” Consumerization can be embraced and it must be dealt with, but it cannot be stopped. Consumer behaviour has undergone drastic changes over the past few years, ever since the advent of the mobile era.
Their engagement through social media has increased more than ever. According to findings, over the next 30 minutes, over 700,00 apps are likely to be downloaded from the app store, up to 21,000 Twitter accounts are likely to be created and Facebook users will have spent around 146 man-days on it. That way, consumer behaviour can be considered to be one of the major indicators of what might happen in the business world. Since they are always accustomed to new ways of thinking, they start expecting the same level of convenience from businesses as well.
Fig.1. Integration of Standardization and Customization (Sciencedirect.com)
Companies throughout the world have embraced mass customization in an attempt to avoid those pitfalls and provide unique value to their customers in an efficient manner. Readily available information technology and flexible work processes permit them to customize goods or services for individual customers in high volumes and at a relatively low cost. But many managers at these companies have discovered that mass customization, too, can produce unnecessary cost and complexity. They are realizing that they did not examine thoroughly enough what kind of customization their customers would value before they plunged ahead with this new strategy. That is understandable. Until now, no framework has existed to help managers determine the type of customization they should pursue.
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