O documento discute as tendências da indústria de TI no Brasil entre 2010-2014, incluindo o crescimento do mercado, a importância da mobilidade e da cultura digital, e os desafios enfrentados pelos executivos de marketing nesse cenário em evolução.
1. CMOs da indústria de TI revisam mix de investimentos e modelos de parceria Agosto 2010 Alexandre Campos Silva [email_address] Twitter.com/xandecampos Caudalonga.wordpress.com
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5. Mercado de TI no Brasil Um ótimo cenário para 2010-2014 R$ 56 Bi R$ 94 Bi
6. Mobilidade, Colaboração e Convergência: próxima onda de contribuição à produtividade Contribuição à Eficiência nos Negócios 1838 2000 1860 ... 1970 Telégrafo Telefonia Fixa TI ... Redes Sociais Mobilidade & Convergência 2010 Robotica Automação Internet Telefonia Celular
9. Mobilidade cada vez mais presente Q. Se você ficasse 24 horas fora de casa e pudesse levar somente um desses objetos qual você levaria? N=2360 Telefone celular Carteira Chaves Laptop MP3/iPod
10. Uso de Internet Mundial Atividades com PC e SmartPhone PC SMART PHONE Source: ConsumerScape 360 º 2009-2010 Internet Activities Past Month – Personal Reasons
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13. 2003-2009: IT Global revenue growth X IT Global Marketing Investment Growth Source: IDC's CMO Tech Marketing Benchmarks Study 2003-2009 and IDC Q2 ’09 Black Book * Constant Currency (US$ values based on an average of 2008 calendar year exchange rates)
16. How Do You Allocate Your Program Investment? ALL SECTORS *2009 Tech Marketing Benchmarks Database (n=81) Digital Marketing includes: display ads, search ads, company web site, SEO, digital events, e-mail marketing/electronic outreach, and social networks. 38% in 2005 18% in 2008 11% in 2005 20% in 2008 20% in 2005 16% in 2008 7% in 2005 13% in 2008 6.2% in 2005 5.8% in 2008 uptrend
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22. Orçamentos de marketing crescentes na indústria de TI Source: IDC's CMO Tech Marketing Benchmarks Study 2003-2010 and IDC Q4 ’09 Black Book * Constant Currency (US$ values based on an average of 2008 calendar year exchange rates)
23. Investimentos em Marketing Digital crescem na indústria de TI em todas as atividades Source: IDC's CMO Tech Marketing Benchmarks Study 2003-2010 and IDC Q4 ’09 Black Book * Constant Currency (US$ values based on an average of 2008 calendar year exchange rates)
24. A força dos Vídeos e das recomendações nas redes sociais O montante dos anúncios em vídeo vai subir de 500 milhões de dólares, registrados em 2007, para 3,8 bilhões de dólares até 2012 , com um crescimento anual de quase 50%. COLABORAR COMUNICAR CONECTAR
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
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Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Modernization involves more extensive changes than maintenance, but conserves a significant portion of the existing system. These changes often include system restructuring, important functional enhancements, or new software attributes. Modernization is used when a legacy system requires more pervasive changes than those possible during maintenance, but it still has business value that must be preserved. System modernization can be distinguished by the level of system understanding required to support the modernization effort [Weiderman 97]. Modernization that requires knowledge of the internals of a legacy system is called white-box modernization, and modernization that just requires knowledge of the external interfaces of a legacy system is called black-box modernization.
Modernization involves more extensive changes than maintenance, but conserves a significant portion of the existing system. These changes often include system restructuring, important functional enhancements, or new software attributes. Modernization is used when a legacy system requires more pervasive changes than those possible during maintenance, but it still has business value that must be preserved. System modernization can be distinguished by the level of system understanding required to support the modernization effort [Weiderman 97]. Modernization that requires knowledge of the internals of a legacy system is called white-box modernization, and modernization that just requires knowledge of the external interfaces of a legacy system is called black-box modernization.
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved. Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved. Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved. Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved. Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
2009 IDC Directions By 10 years from now almost half the traffic zipping around the network will be coming from the outside in. Today it’s about 95% from the inside out. So what does this reversal mean for IT? Well, what happens if the magnetic poles of the earth switch? A lot! Same here. First there is simply the explosion of devices to keep track of. Think of the inventory control, security and identity management, directory and asset management problems. Then there is dealing with the explosion of information created – for which we will need more storage, more switching, more tiers of data processing, and content management at a whole new level. Utility computing can’t come fast enough, nor can high throughput computing, the semantic web, new search techniques, next generation data mining, and new interfaces. Then think of what happens with all this incoming traffic. We’ll need systems that can handle unpredictable, bursty information payloads on an interrupt driven basis. These means new computer and storage architectures in the data center, new routers and switches, maybe even new programming languages. Not to mention application development and middleware.
Nós vimos que as soluções de mobilidade e convergência são amplas, extremamente customizáveis e que podem, e já vem contribuindo, para melhorar a eficiência dos negócios em diversos segmentos da economia. Portanto, a IDC recomenda que as empresas avaliem uma vez mais suas estratégias com relação às mobilidade e convergência. Muito Obrigado!
Title of Presentation Client Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.