Allison Cerra

Allison Cerra is a leading expert in consumer identity and psychology—specifically, how these are formed and altered by our increasing reliance on technology. As vice president of marketing, communication, and public affairs for Alcatel-Lucent's Americas region, Cerra oversees the marketing programs and consumer research that shape telecom networks throughout North and South America, and works with organizations to devise go-to-market strategies for new technology services, including cloud, mobile broadband, and IPTV. A principal part of her job involves anticipating how our increasingly networked world will change consumers' mindsets and expectations.

Cerra recently co-authored Identity Shift: Where Identity Meets Technology in the Networked-Community Age. Based on extensive primary research involving more than 5,000 US consumers, the book examines how our Internet proficiency is blurring the boundaries between our virtual and real-life personas, resulting in a shift in our behaviors, the way we deal with each other, and the way we interact with the world. She is also the co-author of The Shift: The Evolving Market, Players and Business Models in a 2.0 World, which estimates a $100 billion market opportunity when networks are leveraged as development platforms. In addition to both books, Cerra has published multiple whitepapers and articles about emerging user broadband trends and market potential for next-generation services.

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