The 'prosumer' - employees who buy technology devices for both work and play - will make a big impact on companies' purchasing decisions in the Technology, Media & Telecommunications (TMT) Industry in 2010, according to a report from Deloitte. The predictions for the year ahead said that technology's contribution to CO2 reduction in 2010 will also see the world's first laboratory scale carbon-negative cement plant delivering significant reductions in global CO2 emissions. With regards to the media industry, the supremacy of broadcasters' programming schedules is predicted to remain strong. Over 90 per cent of television and 80 percent of audio is expected to be consumed in this manner, meaning linear will continue to reign supreme in 2010, despite the proliferation of non-linear options such as RTE player and TV3 catch-up service. In addition the reports predict that mobile search will dominate the strategic direction of the smartphone market in the year ahead, with search becoming one of the five most-used smartphone applications by year-end 2010. Harry Goddard, Partner in Deloitte's TMT group commented: "The power of consumers' choices will be felt in 2010 as IT departments' procurement decisions are increasing influenced by employee preferences - for example in the choice of a mobile device for work and personal use. Another key theme that emerges from this year's predictions is the varying degrees of success that technology will have on the green agenda. Although solar demand is likely to grow strongly in 2010 and 2011, some subsidy cuts and cheaper-than-expected electricity rates may prevent that growth from being as strong as some might hope. That said, technology is likely to reinvent cement this year! "The reports also predict that 2010 will see a greater uptake in cloud computing and desktop virtualisation. It's clear that cost is likely to be front of mind across the TMT industry this year. This need to cut costs will also have an impact on contract negotiations. While the supplier's focus will be on margins, the client's imperative to reduce costs may lead to a prolonged negotiation process. This is certainly something that we can expect to see in Ireland as Deloitte Ireland's recent survey of CIOs found that nearly 60pc of respondents expect their IT budgets to be cut by up to 20pc in 2010."