Business markets -- and the technologies that serve them -- are changing the way customers consume technology, via traditional models of on-premises delivery to 'as a service' models delivered via the cloud, and increasingly through hybrid models. In 2013 and beyond, technology solution providers must be committed to delivering solutions that meet specific business requirements while also providing scalability, flexibility and efficiency. This means focusing on the client's business goals and addressing their organizational challenges, and not on selling technology for technology's sake. ... The efficiencies customers gain both from a financial perspective and productivity perspective will be exponential. Customers will be applying this hybrid approach to consuming technology in four key areas in 2013. These are business goal-related trends for IT spending in the coming year and include the consumerization of IT, cloud consumption, big data initiatives and application modernization.