▁However , ▁it ▁is ▁significant ▁that ▁the ▁great ▁success ▁of ▁the ▁IBM ▁PC ▁in ▁the ▁first ▁half ▁of ▁the ▁ 1 9 8 0 s ▁was ▁driven ▁primarily ▁by ▁business ▁mark ets . ▁ ▁Business ▁pre em in ence ▁continued ▁during ▁the ▁late ▁ 1 9 8 0 s ▁and ▁early ▁ 1 9 9 0 s ▁with ▁the ▁rise ▁of ▁the ▁Microsoft ▁Windows ▁PC ▁platform . ▁Meanwhile , ▁other ▁technology - based ▁products , ▁such ▁as ▁calcul ators , ▁f ax ▁machines , ▁and ▁mobile ▁ph ones , ▁also ▁had ▁their ▁orig ins ▁in ▁business ▁mark ets , ▁and ▁only ▁over ▁time ▁did ▁they ▁become ▁domin ated ▁by ▁high - volume ▁consumer ▁usage , ▁as ▁these ▁products ▁comm od it ized ▁and ▁prices ▁fell . ▁ ▁It ▁was ▁the ▁growth ▁of ▁the ▁World ▁W ide ▁Web ▁in ▁the ▁mid ▁ 1 9 9 0 s ▁that ▁began ▁to ▁reverse ▁this ▁pattern . ▁In ▁particular ▁the ▁rise ▁of ▁free , ▁advert ising - based ▁services ▁such ▁as ▁email ▁and ▁search ▁from ▁companies ▁such ▁as ▁Hot mail ▁and ▁Y ahoo ▁began ▁to ▁establish ▁the ▁idea ▁that ▁consumer ▁IT ▁offer ings ▁based ▁on ▁a ▁simple ▁Internet ▁browser ▁were ▁often ▁vi able ▁alternatives ▁to ▁traditional ▁business ▁computing ▁approaches . ▁Meanwhile , ▁it ▁is ▁argued ▁that ▁consumer ization ▁of ▁IT ▁emb od ies ▁more ▁than ▁consumer ▁IT ▁diffusion , ▁but ▁a ▁chance ▁for ▁considerable ▁product ivity ▁g ains . ▁It ▁" reflect s ▁how ▁enter pr ises ▁will ▁be ▁affected ▁by , ▁and ▁can ▁take ▁advantage ▁of