At the helm of an award-winning marketing organization for one of the world's largest suppliers of communications networking equipment and services, 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.
In her engaging presentations, Cerra instructs marketers and strategists as well as educators on how to best understand buyers, employees, and students' new consumer identities and psychologies in order to influence their buying habits and preferences. Whether your interest lies in sociology, psychology, marketing, or technology, Cerra examines the impact of living in an age where virtually all of our personal information and interactions with others can be available with the click of a mouse, keypad, or remote and offers take-home solutions for honing in these various markets.
Prior to her position at Alcatel-Lucent, Cerra served in a variety of product management, marketing, sales, and operations positions for various service providers, including GTE, Verizon, and Frontier. She was named to the "40 Under 40" lists of Global Telecom Business and the Dallas Business Journal, recognized as the Outstanding Young Alumna from Southern Methodist University in 2011, and honored by the Dallas/Fort Worth chapter of the American Marketing Association as CMO of the Year for 2011. She currently serves on the boards of the World Affairs Council of Dallas/Fort Worth and the Telecommunications Industry Association.
Allison Cerra obtained her BS in marketing and management at the University of South Florida and her master's degrees in business administration and telecommunications from Southern Methodist University.
Identity Shift: How Technology Changes Who We Are, What We Do & Whom We Trust
The Shift: Where Education Meets Technology in the Networked-Community Age
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