Based upon Project10X's "Semantic Wave 2008 Report: Industry Roadmap to Web 3.0 & Multibillion Dollar Market Opportunities" the markets for semantic technology in ICT are predicted to exceed $10 billion by 2010. The same report list over 350 companies and organizations which provide and develop semantic technologies. Other estimates based on semantisize, a site that gathers and categorizes online content related to semantic technology, show a collection of approximately 150 companies and organizations involved in this field. Talis has provided a vision of how the interface of the Semantic Web might differ from how the everyday user interacts with the current Web of documents, and what this might mean for both users and producers of Web content. This panel session will take a look at both of these perspectives: how to encourage the adoption of semantic technologies into the solutions and products currently offered by leaders of ICT industrial market, as well as inviting vertical domains; and how to acquire a customer base of end users looking to directly benefit from semantic technologies.