European IT Supplier Industry Outlook Survey 2011–2012: Industry Dynamics, Market Trends and Opportunities, Marketing Spend and Sales Strategies by ICDResearch

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									                                          Technology
                                                   Panel Report




European IT Supplier Industry Outlook
Survey 2011–2012:
Industry Dynamics, Market Trends and Opportunities,
Marketing Spend and Sales Strategies

Reference code: ICDR1230

Published: June 2011


ICD Research

John Carpenter House
7 Carmelite Street
London EC4Y 0BS
United Kingdom
Tel: +44 (0) 20 7936 6400
Fax: +44 (0) 20 7336 6813
Website: www.icd–research.com




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 TABLE OF CONTENTS


TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 6
    1.1 What is this report about? .................................................................................................................6
    1.2 Definitions .........................................................................................................................................6
    1.3 Methodology .....................................................................................................................................7
    1.4 Profile of survey respondents ............................................................................................................9
       1.4.1      Profile of buyer respondents .................................................................................................................. 9
       1.4.2      Profile of supplier respondents ............................................................................................................. 10
2      Executive Summary ............................................................................................................ 12
3      Industry Dynamics .............................................................................................................. 15
    3.1 Revenue growth expectations .........................................................................................................16
       3.1.1      Revenue growth expectations by company type................................................................................... 18
       3.1.2      Revenue growth expectations by turnover............................................................................................ 19
       3.1.3      Revenue growth expectations by senior level respondents ................................................................... 21
    3.2 Future developments in business structure .....................................................................................23
       3.2.1      Future developments by buyers ........................................................................................................... 23
       3.2.2      Future developments by suppliers........................................................................................................ 25
    3.3 Merger and acquisition activity expectations ...................................................................................27
       3.3.1      Merger and acquisition activity expectations by buyers ........................................................................ 28
       3.3.2      Merger and acquisition activity expectations by suppliers ..................................................................... 30
       3.3.3      Merger and acquisition activity expectations by company turnover ....................................................... 31
4      IT Market Growth Outlook................................................................................................... 33
    4.1 Demand in emerging markets .........................................................................................................34
       4.1.1      Demand in emerging markets by buyers .............................................................................................. 34
       4.1.2      Demand in emerging markets by suppliers........................................................................................... 37
       4.1.3      Demand in emerging markets by company turnover ............................................................................. 39
    4.2 Growth expectations in developed countries ...................................................................................40
       4.2.1      Growth expectations in developed countries by buyers ........................................................................ 40
       4.2.2      Growth expectations in developed countries by suppliers ..................................................................... 43
       4.2.3      Growth expectations in developed countries by company turnover ....................................................... 45
5      Threats and Opportunities for the IT Industry .................................................................. 47
    5.1 Leading business concerns for 2010–2011 .....................................................................................48
       5.1.1      Leading business concerns for the period by company type ................................................................. 51
       5.1.2      Leading business concerns by company turnover ................................................................................ 52
    5.2 Key supplier actions to maintain and win buyer business ................................................................53
       5.2.1      Actions to maintain and secure buyer business by buyers .................................................................... 53



European IT Supplier Industry Outlook Survey 2011–2012: Industry Dynamics, Market
                                                                                                                                                          Page 2
Trends and Opportunities, Marketing Spend and Sales Strategies

© ICD Research. This product is licensed and is not to be photocopied                                                                     Published: June 2011
 TABLE OF CONTENTS


       5.2.2      Actions to maintain and secure buyer business by turnover.................................................................. 56
       5.2.3      Actions to maintain and secure buyer business by procurement budget ............................................... 58
       5.2.4      Actions to maintain and secure buyer business by purchasing decision authority ................................. 59
6      Technology Industry Supplier Marketing Spend Activity ................................................ 60
    6.1 Annual marketing budgets: IT industry suppliers .............................................................................61
       6.1.1      Annual marketing budgets by company turnover .................................................................................. 62
    6.2 Planned change in marketing expenditure levels.............................................................................64
       6.2.1      Planned change in marketing expenditure levels by company turnover ................................................ 65
       6.2.2      Planned change in marketing expenditure levels by revenue growth expectations ................................ 67
    6.3 Future investment by media channel ...............................................................................................69
       6.3.1      Planned change in marketing expenditure by company turnover .......................................................... 72
    6.4 Suppliers' future investment in marketing and sales technology ......................................................73
       6.4.1      Planned investment in marketing and sales technologies by company turnover.................................... 75
7      Marketing and Sales Behaviors and Strategies in 2011–2012 ......................................... 77
    7.1 Key marketing aims of suppliers for 2011–2012 ..............................................................................78
       7.1.1      Key marketing aims by company turnover ............................................................................................ 80
       7.1.2      Key marketing aims by revenue growth expectations ........................................................................... 81
    7.2 Essential amendments to marketing activities in 2011–2012 ...........................................................82
       7.2.1      Amendments to marketing activities by company turnover ................................................................... 84
    7.3 Use of new media for business prospects .......................................................................................86
       7.3.1      Use of new media by company turnover .............................................................................................. 88
    7.4 Critical success factors for choosing a marketing agency ................................................................90
       7.4.1      Critical success factors by company turnover....................................................................................... 91
8      Appendix .............................................................................................................................. 93
    8.1 Survey results .................................................................................................................................93
    8.2 Methodology .................................................................................................................................108
    8.3 Contact us .....................................................................................................................................108
    8.4 About ICD Research .....................................................................................................................109
    8.5 Disclaimer .....................................................................................................................................109




European IT Supplier Industry Outlook Survey 2011–2012: Industry Dynamics, Market
                                                                                                                                                   Page 3
Trends and Opportunities, Marketing Spend and Sales Strategies

© ICD Research. This product is licensed and is not to be photocopied                                                              Published: June 2011
  TABLE OF CONTENTS


LIST OF FIGURES

Figure 1: Revenue Growth Optimism (%), 2010–2011 ..........................................................................................................................................
								
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