2014 The year of the switch The Innovation Group Briefing ICT 2014 Milano, 18 December 2014 • The ICT Market Predictions of The Innovation Group • Marketing in the disruptive technologies era • Win with our «Killer go-to-market strategy»
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2014 The year of the switch
The Innovation Group
Briefing ICT 2014
Milano, 18 December 2014
• The ICT Market Predictions of The Innovation Group
• Marketing in the disruptive technologies era
• Win with our «Killer go-to-market strategy»
Summary:
▪ How research changes in a world in which data and
information seem to be at hand ...
▪ Forecast and trends for the 2014 Italian market
according to The Innovation Group
– 2014: the year of the switch
▪ Marketing in the Disruptive Technologies era
– Win with our «Killer go-to-market strategy»
▪ The 2014 Events Program of The innovation Group
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We are navigating in a cloud of data the origin of which
we are often unaware of…
The elephant of research
It’s a
snake!
It’s a
rope!
It’s a
curtain!
It’s a
tree!
It’s a
wall!• The technology flow
• Correlation among macro-economic
trends, ICT and digital economy
• Traditional segmentations and «new
disruptive technologies»
• Living data and dead data
• The birth of new business and new
industries
• The transformation of enterprises
• New strategies, new supply chains,
new channels
The technology stream
Web 1.0 Social Web Mobile Web
Twitter,
Slideshare,
Scribd
YouTube,
Joomla,
NingFlickr,
FacebookSkype,
Wordpress,
Drive
Google +
iPad,
Pinterest,
Android,
Dropbox
iPhonePayPal
2000 ‘01 ‘02 ‘03 ‘04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12
GDP growth rate and the Italian «traditional»
ICT market 2001-2013
«Traditional»
IT Market
GDP
From ICT to the Digital Economy
Mobile
Cloud
BA/
Big Data
Social
NetworkIoT
ICT NDT
DIGITAL ECONOMY
• E-commerce
• App economy
• Social Media
• Smart Cities
• Cybersecurity
• Business Services
by Cloud Mash-up
Adjacent Market
ICT NDT
Source: The Innovation Group
The birth of new Business Services and new Enterprises
based in the interoperability of data services
The CLOUD as a space of transformation of internal
business processes
The Cloud and the transformation of Enterprises
Web 2,0 Services
Supporting
People and
Expertise
Opportunities/
BA/ Big Data
Supply Chain
Mgmt
Billing &
Collections
Business
Intelligence
Supporting
Computers
and Systems
Cloud Services
Cloud ComputingTraditional IT
Sales Support
Value
Cost
Internal External
How to bring an offering of Cloud Solutions
on the SME market
To effectively bring to market an offering of Cloud Solutions (AaaS/PaaS/IaaS) today
it is necessary to apply a ‘two-sided’ Market strategy:
End-user
Market
PaaS/IaaSProvider
Open Cloud Ecosystem
Direct/indirect
traditional way
PaaS/IaaS
offeringPaaS/IaaS
enabler
Third waySolution as a Service
offering
Market
feedback
that improves
offering
Application as a Service
New Market Place
Source: The Innovation GroupCopyright – divieto di riproduzione
Cloud Applications
Developer/Provider
Market
The Cloud Computing brings a supply chain transformation and new hybrid models of Cloud Broker/Aggregator…
Pure ISV
software modelPure
consulting
model
Hosting provider
Cloud
VARCloud
builde
r
Cloud
enabler
Cloud
integrator
Cloud
infrastructur
e
provider
SaaS
provider
Cloud
broke
r
Bu
sin
ess
tra
nsf
orm
ati
on
Who among you will be the “Digital Brokers” of the
3° Millennium?
The 2014 Forecast of The Innovation Group
▪ Objective: To allow the Industry to plan on the basis of «DOC Data»
▪ How do we produce «Doc Data»?
– Our Experts directly manage a unique Data Base, in which they consolidate all
data starting from 2000, both proprietary data and data coming from any kind
of public source and our partners, analytically selected ...
– … Afterwards, we «mix» the qualitative and macroeconomic
assumptions described above so as to produce an original vision of the
market on which we base our forecast.
▪ Cooking is in itself a science. It is up to the cook to make
it art.
▪ Just like playing Chopin requires to know music well,
cooking a fish requires to know the quality of its meat.
▪ It is estimated that in 3 years (2013, 2014, 2015) there will be a higher than 3%
aggregate downturn for the entire Digital Market, inclusive of all its components:
IT, TLC, Devices, Digital Contents.
▪ Nevertheless, this traditional taxonomy seems unable to reflect the complex and
multivariate realities that constitute today’s market: in the past years, the market
has been restructured substantially, bringing to light the real importance of
phenomena such as Mobility, the Cloud Computing, Big Data, Socials and the
Internet of Things
▪ In particular, in this context of market reform we witnessed a gradual
interpenetration of the IT and TLC markets, that today are mixed together
without continuity.
▪ Gradual emergence of an homogeneous segment that enables new digital trends.
This segment today needs to be clearly intercepted, extracted from traditional
divisions and integrated with new expenditures items and volumes that have
recently entered the digital scene: this new component has been named New
Digital Technology (NDT).
Forecast and trends of the 2014 Italian Market
▪ Components of the NDT segment that are considered the main enablers and vectors of
recent technological trends, include:
– Smartphone;
– Tablet;
– Internet broadband access;
– Internet mobile access;
– Enabling Software and Services (like Business Analytics, Public Cloud, Services for Social
Media and Mobile Applications)
▪ We predict an aggregate growth of about 30 percentage points in 3 years (2013, 2014,
2015) for the NDT segment, and an aggregate downturn of about 20 percentage points for
the IT segment and about 13 points for the TLC segment in reference to the same period.
▪ We estimate that at the end of 2014 the total value of the NDT market will surpass the
value of the traditional IT market, reaching over 15,7 billion euros in one year.
▪ The substitution effect between NDT and traditional devices, like basic and feature phones,
devices for digital pictures and videos, multimedia devices, continues.
Forecast and trends of the 2014 Italian Market
12/11 13/12 14e/13 15e/14e
Traditional IT Market -7,8% -8,5% -6,1% -4,8%
NDT Market
(NEW DIGITAL
TECHNOLOGIES)
18,8% 13,5% 10,5% 8,1%
IT Market & NDT 2,3% 0,5% 1,6% 1,7 %
Traditional TLC Market -3,6% -2,7% -4,1% -3,3%
Traditional TLC Market
mobile-8,8% -6,3% -5,5% -4,9%
Traditional TLC Market total -6,2% -4,5% -4,8% -4,1%
Devices Consumer Market -4,4% -3,8% -2,1% -0,7%
Contents Market -6,1% 1,4% 2,6% 3,1%
TOTAL DIGITAL MARKET -2,9% -1,6% -0,9% -0,3%
Italian ICT Market & Digital Technologies (2011-2015)
Digital Market Total and Segments (2001-2015)
Italian ICT Market & Digital Technologies (2001-
2015)
IT & NDT MARKET
DEVICES CONSUMER MARKET
TOTAL TRADITIONAL TLC MARKET
CONTENTS MARKET
Segments of the total Digital Market
2014: the year of the switch
Total IT by Segments (2001-2015)
Total New Digital Technology by Segments (2001-
2015)
Traditional TLC: Landline vs. Mobile (2001-2015)
Total landline network Total mobile network
Total Traditional TLC by Segments (2001-2015)
Landline apparatus Landline services Mobile network
infrastructures
Mobile network services
“Marketing in the
Disruptive Technologies era”
What is needed for Marketing in this new scenario?
▪ The ability to decipher the new market dynamics and the new business
opportunities that your clients may gain from the use of your technologies
and services ...
▪ An innovative, direct and effective way to “go to the market”:
– addressing the most dynamic segments that foster the growth not
only of enterprises, but also of winning industries.
– Developing original programs and initiatives able to deliver the
awaited returns for your “ Marketing $ “ and to produce a real added
value for your business. ...
– … to allow a radical differentiation through an original approach,
distinct from the rest of the exhibitions, small initiatives and events
with “Zero added value” that crowd the market.
TIG’s “Killer Go-to-Market Strategy”:
What is the “Magical recipe” to create a “Killer Event”?
▪ “ Promoting an articulated and consistent program...
▪ … taking care of the quality and uniqueness of the Agenda, or the design of a Customized Project...
▪ … attracting the most authoritative Speakers and the Experts and presenting the most interesting cases…
▪ … and making sure that the most important clients and the most influential “decision makers” consider the Summit, the Workshop or the Custom Event we are planning with you a “must attend”.
How TIG’s “Killer Go-to-Market Strategy “ is
articulated:
We offer a variety of services to guarantee a competitive advantage for the Go-to-Market strategies of
our clients:
– “Summits” (Pillars): How the new disruptive technologies transform the business of
Enterprises
– “Summits” (Verticals): How the disruptive technologies transform the Industries opening
new growth and development opportunities
– “ New trends” (Conferences): New technologies at elevated potential impact and how they
transform horizontal functions and job functions.
– Workshops: To develop the interceptions with the highest potential of market growth among
technologies, industries and functions; they have an operational character (therefore a
highly selected and limited number of participants) Examples:
o How can Banks use the mobile to improve Customer experience? How can they use
analytics to identify and fight frauds?
o Which Cloud services can enable the HR Manager to work better?
– Ad hoc projects: Designed and created together with the Client
TIG’s “KILLER GO-TO-MARKET STRATEGY”
Taxonomy: SUMMITS (Pillars, Verticals), CONFERENCES, WORKSHOPS, AD-HOC PROJECTS
MO
BIL
EC
LOU
DC
YB
ER
SE
CU
RIT
Y
SU
MM
ITS
-P
ILLA
RS
Dis
rup
tive
Te
chn
olo
gie
s &
Se
rvic
es
A1A
na
lyti
cs/B
ig D
ata
FINANCE GOVERNMENT THE INTERNET OF THINGS
SUMMITS - VERTICALS
A2
C WORKSHOPS
Interception between
Disruptive Technologies/
horizontal functions and
Job Functions
C1:
Interception between
Disruptive Technologies
and Vertical Markets
C2:
AD-HOC PROJECTSD
B
SUMMIT 2014 PROGRAM – THE INNOVATION GROUP
Milano – 26 February 2014
Milano – 19 March 2014
Roma – 27 March 2014
Milano – 9 April 2014
Roma – 23 April 2014
Milano – 24 June 2014
Milano – 3 July 2014
Milano – 25 September 2014
Roma – 26 -27 November 2014
CONFERENCE 2014 PROGRAM – THE INNOVATION GROUP
Milano – 10 June 2014
Milano – 7 October 2014
Roma – 23 October 2014
Milano – 9 July 2014
WORKSHOP 2014 PROGRAM – THE INNOVATION GROUP
6 March 2014
8 May 2014
16 April 2014
Appendix
TIG – CONFERENCES 2013 PROGRAM
▪ “MOBILE SUMMIT” – Milano, 19 February 2013Diamond Sponsor: Accenture, HP, IBMPlatinum Sponsor:
Akhela, Bizmatica, CA, Micro Focus, Oracle, Symantec, Websense
Exhibitors: Posytron
Subscribers: 503 Participants: 254
▪ “CLOUD COMPUTING SUMMIT 2013” – Milano, 21 March 2013Diamond Sponsor: Accenture, Amazon Web
Services, CA, HP, Italtel, Microsoft, Reply, Telecom Italia, VeeamPlatinum Sponsor: EMC, Hitachi Data
Systems, Oracle, Symantec
Exhibitors: Posytron
Subscribers: 692 Participants: 387
▪ “CYBERSECURITY” – Milano, 18 April 2013Diamond Sponsor : Accenture, Akhela, CA, IBM, Symantec, Trend
Micro, WebsensePlatinum Sponsor: HPGold Sponsor: Biocatch, Foresight, Stonesoft, Waterfall, Whitebox
Exhibitors: Attachmate, Maglan
Subscribers: 686 Participants: 398
▪ “ANALYTICS 2013” – Milano, 12 June 2013Diamond Sponsor : Accenture, IBM, QlikView, SAPPlatinum
Sponsor: Informatica, SB Italia, Sysman
Subscribers: 651 Participants: 292
▪ “BANKING SUMMIT 2013” – Milano, 26 September 2013Diamond Sponsor: CA, HP, Hitachi Data Systems,
IBM, MicrosoftPlatinum Sponsor: Bassilichi, Expert System, Huawei, Micro Focus, Tibco
Exhibitors: Bnova, Durante, Isis Papyrus, Maticmind, TXT, Websense, Dreika
Subscribers: 989 Participants: 415
▪ “RISK MANAGEMENT EVOLUTION 2013” – Milano, 15 October 2013Premium Sponsor: IBMEspositori: Hitachi
Data Systems
Subscribers: 84 Participants: 61
▪ “BIG DATA ANALYTICS CONFERENCE 2013” – Roma, 17 October 2013Premium Sponsor: Accenture, Hitachi
Data Systems, IBM
Subscribers: 318 Participants: 136
▪ “DIGITAL GOVERNMENT 2013” – Roma, 12-13 Novembre 2013 (in collaboration with THINK! The Innovation
Knowledge Foundation, Astrid Foundation and ForumPA)Diamond Sponsor: Accenture, Cisco, HP, Oracle,
Telecom ItaliaPlatinum Sponsor: CA, Huawei, Informatica, Websense, Veeam
Exhibitors: Hitachi Data Systems, Posytron, Schneider Electric
The Innovation Group
The Innovation Group
TIG Italy
www.theinnovationgroup.it
Roberto MasieroAmministratore Delegato The Innovation Group
Email: [email protected]
Blog: www.robertomasiero.org
Thank you!
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