“The guy buying software and hardware for your average company probably looks a whole lot more like a guy raised on an iPod and an iPhone than a guy in his 60s raised on Unix terminals and big old I.B.M. mainframes,” he said. “That’s going to ripple through technology sold to companies in a really dramatic way.”

The iPod/iPhone generation doesn’t just use different devices. They use media differently in the buying process, too. What are you doing to understand how their media habits will reshape their IT buying behavior – and what you need to do to create influence?