Richard Douglass, Worldwide Industry Marketing Director for Manufacturing, IBM. As consumers become increasingly empowered, companies need to provide a more customer-driven buying experience. Consumer expectations are shaping not only B2C commerce, but also B2B commerce. In this session we’ll discuss what’s happening in the consumer electronics industry to illustrate how these trends are changing the way that companies are rethinking the way that they interact with their customers to achieve truly Smarter Commerce.