As technology becomes more prevalent, consumers and businesses are starting to get on the same page and use the same technologies, the study said. But it's also much more than that -- they are using them in the same way, according to the report.
"It’s hard to make a historical analogy for the convergence trend. Never before have consumer and corporate capabilities merged so quickly and so intractably as they have recently," the study said.
The key is realizing that it is no longer about being just a business-to-business model, Archer said. All businesses also must focus on the end user and provide that 24-7 connection to the customer, similar to how business-to-consumer models work.