An end user is the individual who will ultimately be using an IT product or service. Understanding and evaluating end users is particularly important for hardware and software vendors, as well as other IT solutions/services firms when it comes to designing and shaping their products/services to fit users' needs. An end user is generally assumed to have limited capabilities, thus distinguishing them from pro users or power users. For example, end users for data entry software will be data entry staff, whereas the software administrators would be considered power users.