Consumerization

One-line definition: Grove’s observation that the computer industry shifted to serving consumers spending their own discretionary money, who hold the same expectations for computers that they hold for other household goods — a much larger but much tougher market than the old enterprise-driven one. — Only the Paranoid Survive

How sources describe it

• “The computer industry has largely become one that services consumers who use their own discretionary spending to purchase a product, and who apply the same expectations to those products that they have for other household goods. Intel has had to start adjusting to this new reality… The good news is, we all have a much larger market. The bad news is, it is a much tougher market than we were accustomed to servicing.” Kyle’s inline note labels this “Consumerization of everything.” (Only the Paranoid Survive)

Where it shows up

• Only the Paranoid Survive — named as one of the forces reshaping Intel’s environment alongside the rise of the internet.

Related concepts

• Strategic Inflection Point — consumerization is framed as one of the underlying shifts driving strategic inflection points for Intel.