Consumerization of business is by far my favorite new tagline. It’s also known as “Consumerization of Enterprise” but screw that, it’s bigger then that. It’s all business.

Recently been hearing it on the interwebs.. on Techcrunch.tv introducing Bullpen Capital and then Techcrunch Disrupt.

It’s a new buzz phrase thats caught on but Jason Fried from 37signals was talking about this  wayyyy back in 2007. I personally remember hearing Jason talk about this at 2007 SXSW “we do extremely well in small departments inside of large enterprise”.

What this buzzy tagline is formalizing:
- new products becoming indistinguishable from enterprise apps
- reduction of large gatekeepers in the enterprise
- going directly to end users in companies
- consumer’ish startup price points
- self service FTW
- end of the IT department
- very low signup friction (google app integrations, etc)
- one hell of a marketing/customer penetration strategy  for growth companies

As Viddler has started as a consumer company and worked its way upstream to business services, this tagline is golden and plan on overusing it like Web 2.0 in 2007.