Telcos want to be able to offer automation-driven mass personalization in the B2B world, too. After all, B2B customers are people, and with the consumerization of IT they expect the same personalized experiences at work as they have at home. We are helping a Nordics telecom company, for example, to offer personalized configuration services to its B2B customers, using automation, to take the pain out of what would be an onerous process to provide customized offerings. Our technology is enabling the telco’s sales team to simply take an iPad into meetings, and in just minutes, offer customers a personalized configuration plan that suits their needs. Again, this level of personalization would not be achievable without a high-functioning, automation-led technology infrastructure working in the background. 10