The second key factor is that more voices are involved in technology decision making. IDC, an industry analyst firm, believes that as many as 20 IT and line- of-business employees may be involved in technology 9 decision-making processes today. But having more choices and more voices can be a great thing. It allows organizations to choose tech with the right features for specific processes and differentiate across functions where it matters. For example, fraud detection applications in Banking need to be much more sophisticated than those in Food Retail. And in Healthcare, applications need the strongest data and privacy measures given the sensitive data they handle. Similarly, Consumer Goods companies need applications to enable near real-time social media monitoring so that they can launch new products and adjust current ones as trends quickly change or emerge.