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The Internet of Things (IoT) market is a tricky thing; customers aren’t necessarily looking to buy “IoT technology” but are instead searching for solutions that can help them achieve a specific business goal, such as supply chain efficiency or cost savings. That’s why IoT vendors need to not only have a good handle on the other players in their space, but on the ways they and their competition are framing their individual IoT solutions. It’s not enough to talk about the IoT market; vendors must frame their solution in a business value context in order to connect with their customer base.

Organizations rely on SaaS and SaaS applications to introduce new capabilities to the business, accelerate time to value, and efficiently provide mobile workers with ubiquitous access to applications and information. IDC recently completed its world-wide survey of 3000 SaaS buyers, spanning 14 countries and several dozen industries. This survey product, known as IDC’s SaaSPath, is designed to:

The industry cloud market is crowded and complex, where industry clouds are growing in number and across industries and solutions are springing out from horizontal technologies. There are several market segments that organizations need to take into account when evaluating their industry cloud needs. IDC’s definition of the industry cloud market shows the wide array of suppliers currently in the market, and how specialized needs have become.

Today’s IT market continues to advance and expand, which means that organizations are more empowered to focus on digital transformation. Enterprises continue to leverage these technologies to innovate, establish new revenue streams, and create better experiences for customers.

A big part of the next era of technology is intelligence. Organizations are devoting more of their budgets to adding and strengthening these applications in their own business. Third Platform technologies are a significant part of this investment in intelligent technologies.

To differentiate in the crowded B2B marketscape, marketers are leaning more heavily on content marketing techniques. In fact, content marketing is now the 3rd largest marketing spend, behind advertising and events. There’s a lot of content marketing noise for buyers to wade through, which is why so many marketing teams are looking for ways to make content more relevant for their audiences throughout their buyer journeys.

The proliferation of data types and quantities should be a major advantage for enterprise organizations. More data and more types of data should offer complex insights into challenges and opportunities in how the business runs and should lead to better decisions and business outcomes. However, ask any data analyst, and they’ll share this reality: data analysts spend a bulk of their time on search, data preparation, management, and governance activities, and not on data analytics where the true value lies.