Picture of me and my daughter, Rocca

A quiet revolution is happening.

Not a revolution of dissidents. Not an underground revolution of rebels. But a revolution that is transforming how 51% of the population are living their lives. A technological revolution that is changing the economic and political structure of the country we live in. There are now more women than men on sites such as MySpace and Twitter. The fastest growing segment on Facebook is made up of women between the ages of 35-55, many of whom have children. 78% of all mums are now online and Mumsnet has become a growing political force currently being courted by all 3 political leaders.

But more interesting than the statistics is to understand why this revolution is happening. What is technology enabling mums to do that they could not do before? How are mums using technology to enhance and empower their life? And as companies begin to realise the political and financial opportunities that mums represent, how can they start engaging them about what they care about and going beyond subjects such as nappies, childcare and maternity pay?

I had worked most of my life and at the age of 32, I had my first child. I had always been confident at work and had enough (maybe too much) self belief to think I would always feel the same. After my son was born, I took 6 months off and although I loved it I felt pretty isolated. After a while, I got sick of the relentless lunches and talking about my son’s bowel movements and pretending I was interested in other people’s children whom I barely knew. So I went back to work with a mix of both anticipation and trepidation. I had been away so long, and had had almost no contact with anyone from work so I wasn’t even sure my brain was still up to the job. This resulted in me losing confidence and feeling conscious about myself and, for the first time in my life, doubting my working abilities. I returned a very different person. I had lost a part of my identity. I had grown into a mother, wife, housekeeper and nurturer but at the same time, I had lost a part of me.

Fast forward two years to the birth of my daughter and my second maternity leave. This time round Twitter, Facebook and Blackberrys are very much a part of my life. I do not feel the same sense of isolation as I am constantly connected to my personal and working world. Social networks enable me to re-inforce my identity (albeit a slightly different one). They give me an instant audience for my ideas and thoughts. They allow me to amplify my voice. But most importantly they give me a sense of status.

I have strengthened bonds with colleagues and friends which in turn has enabled me to strengthen my own sense of identity and status. If companies want to connect with mums and be part of this revolution, they must start to understand and engage them in the things that women care about, not what they think women care about - nappies and maternity leave.

Companies must understand the sense of isolation and lack of identity that women can feel when they have children. And the different life-stages that women go through.

A revolution is a call for change. Companies must act differently in this new world.

Vive la révolution.

Belinda Parmar is the founder of Lady Geek, helping technology companies understand and sell to women. You can follow Belinda Parmar on twitter at www.twitter.com/belindaparmar.

I am in the market for a digital camera. This should be an exciting buying decision. I look online and browse at PC World and Comet. I am overwhelmed by choice. Sony Cyber, Panasonic Lumix, Nikon CoolPix... One with Super CCD, another with vibration reduction. I want to scream.

There are over 300 point-and-shoot cameras on the market. I understand that manufacturers want to offer a range of gadgets at every price point, but the fact remains: I don't want 300 cameras. I want one. One excellent camera. A camera that can take decent pictures to accompany the pieces I write and easily upload and share them, possibly edit them.

We grow up with the idea that choice is good. In a free market, choice reduces cost as there is always a surplus, and this feeds competition and drives down prices. Furthermore, more choice is supposed to equal more quality and freedom. Improved quality and freedom equals more happiness. And happiness is what we (supposedly) all strive for.

But are we not actually witnessing a 'choice paralysis' with technology? Have technology manufacturers and retailers taken choice too far? Have we reached the stage where choice is no longer a benefit to women but more of a curse? And who is to blame?

My latest research with the Lady Geek panel highlights that women feel overwhelmed and confused by the amount of choice in the technology industry. Forrester found that over half of all women in the UK walk out of technology shops because they cannot find what they are looking for. More than 75 per cent of women think that there is too much choice out there. Companies such as Apple keep telling us that they have over 10,000 applications when the typical maximum number of applications women use is only five. Orange is always waffling on about its racoon and dolphin packages, but who on earth understands or cares about a racoon 300 plus? Technology companies and retailers are only fuelling the overwhelming bewilderment that many women have about technology.

Dan Ariely, a behavioural economist, argues that there is too much choice in society as a whole. His studies suggest that consumers are more likely to buy a product when there is less choice, whereas an excess of choice leads to indecision and inaction. The key here lies in understanding who is to blame for all this unnecessary choice.

Retailers, with shelves upon shelves of nigh-on identical products from varying manufacturers, and scant guidance to help women make their choice, must be the biggest culprit. Ultimately it's a question of lack of conviction: many retailers are reluctant to edit, prune and trim the endless array of goods on offer, forcing people to take on a complicated selection process - people who often feel ill-equipped to decide between one of 20 identical, unremarkable products.

Let me be clear. Choice can be a good thing if managed appropriately. But if women feel overwhelmed by the choice, technology retailers are adding no value to women's lives. Retailers must help us make informed decisions. John Lewis had a brilliant campaign a few years ago highlighting the value that they offer by selecting the best in class of each product.

Women want retailers to adopt the role of a brutal but expert editor, taking a red pen to the swathes of clone-like products on offer in an attempt to navigate the tyranny of choice. And help find one product that is right for them.

Not hundreds.

Just one.

Belinda Parmar is the founder of Lady Geek helping technology companies understand and sell to women. You can follow Belinda Parmar on twitter.