Estimating the growth of social media and mobile channels equals a $70 
billion global opportunity across insurance, banking and other consumer-facing
 industries, IBM has formed a new consulting practice to offer navigation
 expertise for companies looking to embrace the new technologies, many of 
which are offered in some form by IBM itself.

Called Smarter Commerce, the practice will advise institutions on how 
emerging channels can be monetized through sophisticated development 
techniques such as matching customization to  price elasticity—IBM's 
research has found that if banks can properly tailor products and services
 to customers can charge up to a ten percent premium for those services.

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