Over the past three decades, the European IT industry has experienced considerable changes. Large corporations and government-led initiatives used to control it, but these days it is at the mercy of changing market demands and emerging technological developments. One of the most notable forces driving change in the IT sector is the consumerisation of IT.
Consumerisation of IT refers to the process where consumer technologies such as personal devices, apps, and cloud-based services - begin to influence or directly impact business IT infrastructure. As individuals increasingly use their smartphones, tablets, and laptops to perform work-related tasks, they demand more flexibility and functionality from IT systems. The shift from traditional, enterprise-driven technology to consumer-driven technology is reshaping industries across the globe, and Europe is no exception.
The main forces behind technological progress in the early days of computing were corporations. To make sure that business operations went well, IT departments managed everything, from the software to the hardware. Usually, employees could only use the gadgets and apps provided by the employer.
But this dynamic was altered with the emergence of the internet, smartphones, and personal computers. As individuals began using advanced technologies in their personal lives -from apps to social media platforms - they began expecting similar experiences in their workplaces. Consumer-grade devices, which were often more advanced than traditional enterprise technology, became attractive to employees. This shift toward using personal devices for work-related tasks marked the beginning of the consumerisation of IT.
Businesses now have to reconsider how they handle technology as a result of consumerization. IT teams used to have control over the technologies that staff members used. Today, employees often dictate the tools they want to use, pushing businesses to support personal devices and bring-your-own-device (BYOD) policies.
This has led to the widespread adoption of cloud-based services and the need for more flexible IT infrastructures. Workers no longer need to be tethered to office desks or company-issued devices; they expect to be able to work from anywhere using the tools they are most comfortable with.
According to the survey by 2023 Forrester Research, 77% of worldwide employees claimed they used their personal devices for work. This displays an increased trend in consumerization.
According to a Gartner research study, by 2025, 55% of enterprises would have adopted a BYOD policy, which would further represent a consumer-led IT strategy.
IT departments have a greater obligation to guarantee safe access, smooth integration, and regulatory compliance as more people use personal devices for work-related functions. The complexity of managing a mixed-use environment where personal devices are used for both personal and work activities puts significant pressure on IT teams.
A number of significant concerns surface as the consumerization of IT continues to influence the European IT industry. Consumer-driven technologies have many advantages, such greater flexibility and productivity, but they also present challenges for enterprises. Managing security, data privacy, IT infrastructure, cost control, and regulatory compliance are some of these difficulties.
The security and privacy problems associated with consumerization are among its most urgent issues. Sensitive company data is increasingly being stored on systems that are not directly under the control of IT departments as a result of employees using personal devices and cloud-based services. This opens up additional avenues for possible data breaches and cyberattacks.
In Europe, the General Data Protection Regulation (GDPR) has added another layer of complexity to the security landscape. Organizations must maintain stringent controls over the handling of sensitive and personal data in order to comply with GDPR. This can be challenging when workers use a combination of cloud apps and personal devices to complete their work.
As the consumerisation of IT spreads, companies must deal with a fragmented IT environment. In the past, IT departments managed centralized systems that were consistent across the organization. Today, employees use an array of personal devices, operating systems, and software. This creates significant challenges for IT departments, including:
As the European IT industry evolves, businesses face the challenge of balancing innovation with strict regulatory compliance. Consumer-driven IT encourages businesses to adopt cutting-edge technologies to remain competitive. However, new innovations must be implemented within the framework of existing regulations, particularly data protection laws like the GDPR.
For example, cloud computing and Software as a Service (SaaS) solutions are becoming mainstream, but these technologies can introduce risks related to data sovereignty and privacy. Many cloud providers store data in multiple jurisdictions, making it difficult for businesses to ensure compliance with regional data protection laws.
The shift towards consumerisation often leads to an increase in IT-related costs. While BYOD and consumer-grade devices can reduce upfront equipment costs, they can drive up costs in other areas. These costs may include:
While consumerisation offers flexibility, the hidden costs can strain IT budgets. Companies must find a way to strike a balance between adopting flexible consumer-driven technologies and managing costs effectively.
Cloud computing and Software as a Service (SaaS) have become integral to the modern IT landscape, and their adoption has been accelerated by the rise of consumerisation. These technologies allow organizations to provide flexible, scalable, and cost-efficient solutions to employees who are increasingly working from multiple devices and locations. As such, cloud-based services are playing a pivotal role in managing the challenges posed by consumerisation.
Historically, businesses relied heavily on on-premise IT infrastructure to manage their operations. This setup required companies to invest in costly hardware, data centers, and IT support teams to maintain systems. However, the rise of cloud computing has revolutionized how businesses approach IT. Cloud solutions allow companies to access computing resources - such as storage, computing power, and software - via the internet without needing to maintain expensive hardware or software on-site.
Cloud computing's flexibility makes it an attractive option for businesses dealing with the increasing complexity of consumerised IT environments. It enables employees to access corporate applications and data from anywhere, using any device, while reducing the burden on IT departments to maintain on-premise infrastructure.
SaaS platforms, which deliver software applications over the internet, have become the go-to solution for many businesses, particularly in Europe. SaaS applications, such as Google Workspace, Microsoft 365, and Salesforce, are being widely used for everything from collaboration and email to customer relationship management (CRM). These platforms have become essential in enabling employees to work from any device and any location.
SaaS solutions also offer a significant benefit in terms of user-friendliness. Unlike traditional enterprise software, which often requires specialized training and long onboarding processes, SaaS platforms are typically intuitive and designed with the end user in mind. This aligns with the expectations of employees who are used to consumer-grade applications.
While cloud computing and SaaS offer a wealth of benefits, they also introduce challenges. One of the main concerns is data privacy. As European companies move their data to the cloud, ensuring compliance with stringent data protection regulations like GDPR becomes more difficult.
Many cloud providers store data in multiple global locations, making it harder for businesses to control where their data resides. This raises concerns about data sovereignty and cross-border data flows, both of which are highly regulated in Europe.
Moreover, despite the user-friendly nature of most SaaS platforms, companies still face challenges when integrating them with legacy systems. Ensuring seamless integration between cloud-based applications and on-premise systems requires careful planning and expertise.
While the consumerisation of IT presents numerous challenges for businesses, it also opens up a wealth of opportunities for the European IT industry. The shift toward more flexible, user-driven IT solutions has created an environment where innovation, collaboration, and agility are paramount. By embracing these opportunities, companies can thrive in an increasingly competitive market.
As companies face mounting pressure to adapt to the new realities of consumerisation, there is a growing demand for digital transformation services. Digital transformation refers to the process of integrating digital technologies into all areas of business operations, fundamentally changing how companies operate and deliver value to customers.
For European IT firms, this represents a huge opportunity. Companies need help to integrate consumer-grade technologies into their business infrastructure while maintaining security, compliance, and efficiency. This opens the door for IT service providers to offer consultancy, integration, and management services that help businesses make the shift.
As IT complexity increases, many businesses in Europe are turning to managed services providers (MSPs) to help manage their IT infrastructure. MSPs offer businesses the ability to outsource IT management, allowing them to focus on core activities while ensuring their systems run smoothly and securely.
The growing reliance on personal devices, cloud platforms, and SaaS applications makes it increasingly difficult for internal IT teams to keep up. By outsourcing IT management to MSPs, companies can gain access to specialized expertise, resources, and technologies that they might not have in-house.
One of the most prominent trends in the European IT market is the adoption of hybrid and multi-cloud environments. In a hybrid cloud setup, organizations combine on-premise infrastructure with private and public cloud solutions, allowing them to choose the best environment for each workload. Multi-cloud environments take this a step further by using multiple cloud providers to avoid vendor lock-in and achieve greater flexibility.
As European businesses continue to embrace consumerisation, hybrid and multi-cloud solutions offer a way to strike a balance between the flexibility of cloud services and the control provided by on-premise systems. IT firms can capitalize on this demand by offering hybrid and multi-cloud solutions that meet the diverse needs of businesses.
With consumerisation, there is an increased emphasis on user experience (UX) and personalization in IT products and services. Employees expect seamless, intuitive interfaces and the ability to personalize their tools to meet their specific needs. Businesses that offer user-centric IT solutions stand to gain a competitive edge in the market.
For European IT firms, this presents an opportunity to develop products and services that cater to the growing demand for personalized, easy-to-use technology. This could involve developing custom applications, improving SaaS solutions, or creating new services that offer a more intuitive user experience.
The European IT industry is at a critical juncture. As we move from 2025 to 2035, the pace of technological change is set to accelerate, driven by advances in AI, automation, cloud computing, and consumerisation. Businesses must adapt to these developments if they are to stay competitive. The next decade will be marked by several significant shifts in how IT is used and managed, impacting everything from business operations to consumer expectations.
| Aspect | 2025 vs 2035 |
|---|---|
| Cloud Computing | Cloud adoption widespread in 2025; by 2035, multi-cloud and edge computing dominate |
| Cybersecurity | Basic security measures in 2025, with growing threats; by 2035, AI-driven security with predictive, real-time defense |
| Workforce | Predominantly in-office with some remote work options in 2025; by 2035, majority of workforce working remotely or in hybrid roles |
| AI and Automation | AI applications emerging in some industries in 2025; by 2035, AI omnipresent across sectors, automating routine tasks |
| 5G and IoT | Early stages of 5G rollout and IoT adoption in 2025; by 2035, 5G fully deployed and IoT embedded in everyday life |
| Data Privacy | Focus on GDPR compliance and cloud data challenges in 2025; by 2035, data sovereignty solved with advanced compliance frameworks |
By 2035, artificial intelligence (AI) and automation will be embedded in nearly every facet of business operations across Europe. AI will not only automate repetitive tasks but also optimize processes like IT management, customer service, and decision-making. Its integration will significantly boost efficiency, reduce human error, and enhance personalized customer experiences, especially in sectors like finance, healthcare, and manufacturing. Companies will increasingly rely on AI to predict market trends, analyze consumer behavior, and deliver tailored services, fostering a more customer-centric business approach.
Automation will also reshape the workforce. PwC estimates that 40% of jobs in Europe may be automated by 2035, leading to job displacement but also creating new roles that require advanced skills in AI management, data analytics, and cybersecurity. McKinsey forecasts 40% annual AI adoption growth, signaling widespread implementation across sectors. This evolving AI landscape will require new educational models and training programs to equip workers with the skills necessary for the future workforce.
The deployment of 5G will be a key milestone in Europe’s digital transformation, driving the growth of the Internet of Things (IoT). By 2035, 5G will enable high-speed, low-latency communication, connecting billions of devices and generating vast data. These interconnected devices will revolutionize industries like healthcare, automotive, and manufacturing. Gartner estimates 11.7 billion IoT devices will exist in Europe by 2035, prompting businesses to optimize operations, enhance supply chains, and offer personalized services.
The widespread implementation of 5G will also accelerate the development of smart cities, improving everything from energy usage to traffic management. In manufacturing, 5G’s speed will enable smart factories using real-time data and automation to boost productivity. IoT will become integral to every industry’s digital strategy, enhancing predictive maintenance, advanced analytics, and customer experience, revolutionizing the IT landscape by 2035.
Decentralized IT systems will define Europe’s IT evolution from 2025 to 2035. The traditional centralized IT model will shift toward more flexible, scalable systems, driven by cloud computing and edge computing. Edge computing will grow especially important in industries like autonomous vehicles, healthcare, and retail, where real-time data processing is essential. Businesses will need to process and analyze vast data generated by IoT and connected technologies, making edge computing an integral part of future IT architectures.
Alongside edge computing, multi-cloud and hybrid cloud environments will offer businesses greater flexibility and scalability. This shift is driven by the demand for remote work solutions. By 2030, Forrester projects that 75% of businesses in Europe will use edge computing for real-time processing. The rise of decentralized IT will allow companies to scale operations, meet remote work demands, and enhance performance across all touchpoints.
As Europe’s digital transformation accelerates, data privacy and cybersecurity will become more critical. The reliance on cloud computing, IoT, and AI will open new avenues for cyber threats, urging businesses to adopt advanced security measures. By 2035, businesses will integrate AI-driven threat detection, blockchain, and end-to-end encryption to protect sensitive data. Gartner reports that 43% of European IT leaders are concerned about data privacy in cloud environments, highlighting the need for stronger security protocols.
To tackle these challenges, IT providers will need to offer real-time monitoring and proactive defense systems. As AI advances, cybersecurity systems will predict and neutralize threats before they arise, improving overall protection. The growing complexity of data privacy regulations and the increase in connected devices will drive demand for advanced compliance solutions, providing opportunities for IT firms to lead in securing the digital future.
The European IT industry is at a crossroads, with the consumerisation of IT reshaping how businesses operate and manage technology. As we move from 2025 to 2035, businesses must navigate the challenges of increasing complexity, security concerns, and the demand for more personalized, flexible IT solutions. However, these challenges also present significant opportunities for innovation, particularly in cloud computing, digital transformation, AI, and managed services.
The next decade will witness the growth of new technologies like AI, 5G, and IoT, which will drive efficiency and productivity across industries. The shift toward decentralized IT systems and hybrid workforces will further fuel the need for scalable, agile, and secure IT infrastructures. European IT providers are in a prime position to lead this transformation by offering consultancy, integration, and innovative solutions that meet the demands of an evolving business environment.
Ultimately, businesses that embrace these changes will not only survive but thrive in an increasingly competitive global market, positioning themselves as leaders in the digital age.
