Michael Friedenberg is CEO of IDG Enterprise, a unit of International Data Group, a famously decentralized company. IDG Chairman Pat McGovern and CEO Bob Carrigan foster innovation by emphasizing “we should not be afraid of failure,” Friedenberg said. As a leader in the tech media industry, IDG Enterprise, has long been a pioneer in embracing new media technologies. The programs that IDG Enterprise has introduced over the past two years demonstrate that innovation can involve almost every aspect of a media business. “IDG Enterprise has developed a mobile-first philosophy,” Friedenberg said, “meaning that all website revamps and new site developments will start with being able to easily navigate on a mobile device. Then it is morphed for use on a standard computer.” This philosophy is a reaction to research from IDC that showed 470 million smartphones were shipped last year and to metrics showing iPad traffic to IDG Enterprise sites increased 93% over the last six months. IDG Enterprise also developed the SmartAd format, which brings together branding, lead generation, social and video in ad units optimized for mobile devices. In another response to the rapid adoption of smartphones and tablets by consumers, IDG Enterprise in March debuted the Consumerization of IT in the Enterprise Conference and Expo in San Francisco. The event (CITE) attracted more than 800 attendees and 30 sponsors, Friedenberg said.