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We describe the market forces driving changes in the role of IT and the CIO. These forces include: Cloud Service; Outsourcing; and business acquisition of technology-based services. We predict the emerging role of IT as a broker of Business Services as well as IT Services. A new Business Services function will source services both internally and externally, enabling a broad market perspective on industry best practices and a greater focus on value and innovation. This will enable CIOs to shift their attention from Technology Managers to Service Brokers and possibly Chief Innovation Officers.