tomorrow - download.microsoft.comdownload.microsoft.com/documents/Australia/apc/... · Central Marketing Organisation, Microsoft Australia Building an effective marketing plan in

tomorrow

Catherine VissiereCentral Marketing Organisation, Microsoft Australia

Building an effective marketing plan in the new era

Rules of marketing

We are storytellers

Where is the opportunity?

Industry opportunity index comparison

Opportunity index created by rating and ranking industries based on 20 factors that indicate level of IT Maturity and the potential impact of

disruptive forces. Source: Capitalis, 2013

#1 Professional Services - AU

Forecast addressable market

Top Workloads/SW addressable* ($M)

Industry overviewAnalysts predictions

Business service / outsourcing

Creative & enabling software

Cloud computing

Big Data & Analytics

110k businesses

914k employees

Projected growth xx%* p.a to 2017

Data point removed*

#2 Small Businesses- AU

Forecast addressable market

Top Workloads/SW addressable ($m)

Industry overview Analysts predictions

BYOD

eCommerce

Apps to compete

Remote workers

Cloud

Mobility

820k businesses

4.5m employees

Will outpace enterprise (xx%* vs xx%*)

Swing towards tactical IT spend driven by

solution & productivity not price

Data point removed*

#3 Financial Services - AU

Forecast addressable market

Top Workloads/SW addressable ($M)

Industry overviewAnalysts predictions

Commoditisation of transactions

Video conferencing

Outsourcing of non core functions

Big Data and BI

Cloud IT

BYOD

33.7k businesses

421k employees

Projected growth xx% p.a to 2017

Data point removed*

#4 Education- AU

Forecast addressable market

Top Workloads/SW addressable ($m)

Industry overviewAnalysts predictions

Virtual delivery

Cloud computing

BYOD

12K businesses

898K people

Projected growth 4xx*% p.a to 2017

Data point removed*

#5 Healthcare - AU

Forecast addressable market

Industry overviewAnalysts predictions

Top Workloads/SW addressable ($m)

Analytics & Research

BYOD & Mobility

Remote Health & Telemedicine

Remote Data Capture

49.4k businesses

1.35m people

Projected growth xx*% p.a

#1 with oldest OS technology

Data point removed*

The Mega Trends

IT megatrends

Mobility Big Data Cloud Social

42% CIOs: ‘workers

want to be mobile’

Priorities: Mobile

(52%) & Tablets (66%)

Growing importance

globally, but CIOs

struggle to reconcile

big data projects

Locally 44% CIO have

no opinion on the

issue

40% of CIOs say very

important, 40% not

Website hosting & e-

commerce

41% regulatory

compliance = top

priority

25% of business are

exploring social

initiative (collab &

knowledge base)

20% social tools to

connect outside of org

But… things are changing

• Simple

• IT speak

• Single or dual audience

• Business decides, IT implements

• In a connected world we can’t just talk to a single workload

Old New

EXAMPLE: Retail

My top 3’s

Thank you!

caviss@Microsoft.com