Prior to Windows Phone 7, Microsoft had instituted an IT-focused strategyÂ?with resources that dwarf RIM's and a reach through both multi-national cell phone makers and PC vendorsÂ?and got creamed in a market increasingly powered by user driven products like the iPhone.

The overall lesson is that if the users wanted it, the device came into the enterprise. And if they didn't want the device no amount of enterprise focus had any material effect on sales. Now Microsoft did make one huge mistake when they moved to Windows Phone 7; they abandoned virtually all of their enterprise management features. Those features could have been way to gain some unique advocacy because they haven't done that well on a consumer pure-play largely because buyers have already chosen another platform and don't have a strong reason to switch. IT support, better security and management might have created an IT advocacy which, on top of a consumer-oriented marketing plan, made them far more successful.

It amazes me that so many companies just don't get this consumerization trend. Recently I met with Citrix and they articulated an IT centric strategy as a response to OnLive, a consumer sourced company, entering their space. Consumerization, which is the mega trend that is currently driving the personal technology market, began as employee-driven technology decisions and it is quickly morphing into BYOD (Bring Your Own Device) strategies. While this is moving fairly slowly with PCs, it is on fire with smartphonesÂ?which represent 50 percent of phone sales todayÂ?and tablets.

For instance none of the business-focused tablet products have sold very well, but iPads are rolling into even secure segments like healthcare as if they are surfing on a tsunami. If you can't get the interest of the consumer on a consumerization trend line then you're screwed and IT just is no longer in a position to fix that.