Business processes and supporting IT infrastructure are changing. We're in the early stages of the 3rd Platform of computing, in which Big Data, cloud computing, mobile, and social technologies are fundamentally transforming the business and IT landscape. And as 3rd Platform technologies increasingly become mission-critical, they require an infrastructure with features and capabilities to support other resource-intensive, mission-critical workloads such as OLTP, business applications, and data warehouses. The IBM POWER platform is designed to address the needs of both current mission-critical workloads and 3rd platform workloads. Power Systems can encompass the scalability and multi-tenancy needs of the 3rd Platform – in particular Big Data analytics and cloud. With its history of investment and community innovation plus advances in the latest generation of POWER technology, IBM Power is positioned as an excellent choice for datacenter infrastructure, well into the era of the 3rd Platform. This IDC White Paper explores these topics and others and offers their view opportunities and challenges for Power as it helps integrate and support the demands of traditional business applications and new, 3rd platform applications.