Success of Segmentation Signals New Decade of Opportunity for IT Markets
29 March 2010
International, Information Technology
GfK’s Global Research Director Dr Rudi Aunkofer highlights the segmentation of Mobile Computers as a reason for optimism for the whole IT industry.
"Despite the economic crisis in 2009, Mobile Computers perform well in the consumer markets across various countries. Market growth in the EMEA region rose by 25% in 2009 over the previous year, largely thanks to strong growth in Western Europe (+29%) and also the Middle East & African Countries (+31%). CEE & CIS performed less positively, but were still up by 5% and 4% respectively and taking the serious downturn in these regions economies into account, these numbers indicate an encouraging consumer attitude.
So why have Mobile Computers been able to "compete" in the face of a crisis, whilst other products like Desktop Computers and Software have generally failed?
The Mobile Computer Market has segmented and there is now a vast array of products available within this group. 'Traditional' portables, Netbooks, Desktop-Replacement Notebooks, Ultra Small & Ultra Slim Notebooks - these new possibilities have encouraged people to buy more Mobile Computer products in a greater variety and there are now more per household than ever before. Already, 2010 is looking strong from this perspective; slates & convertible tables are segmenting the market further still.
In contrast, software was heading down a different path in terms of product placement. 'All-in-one/all-inclusive' software suites are a recent trend, which did not provide any additional segmentation to consumers during the last couple of years. As a result, most software segments were hit to varying degrees by the general crisis and challenging trends and developments were exhibited during 2009 – with the obvious exception of security software.
The outlook for 2010 is bright. Market segmentation is needed further still - recent product launches are proving that the IT-Industry is buying into this strategy in one way or another. In addition, IT Markets are now reaching a mature status and this affects the market in a number of ways:
- growth is much more selective to single product segments than in the past;
- other segments without new innovation will suffer from saturation effects;
- the importance of product placement on shelves increases, giving consumers a range of choices;
- products are fitted to individual needs by combining Hardware & Software (e.g. pre-selection and pre-installation of apps or utilities);
- further opportunities & positioning through price & premium product lines are created.
A new decade of opportunities for the IT market is beginning with bluer skies on the horizon!"
Dr. Rudolf Aunkofer
Rudolf Aunkofer is Global Research Director IT at GfK Retail and Technology GmbH. He is responsible for GfK’s IT Tracking Activities across the different geographies with focus on EMEA, CEE & CIS. Prior to joining GfK, Rudolf Aunkofer worked in sales management for Siemens Nixdorf Informationssysteme AG and in product management for AEG Hausgeräte GmbH.
Rudolf Aunkofer is the author of many articles related to Information Technology in Germany and Europe and also lectures on this subject. He is author of the book entitled 'Future Concept Multimedia'. Rudolf Aunkofer received his Ph.D. in Management Science and teaches Management & Corporate Planning.
Dr. Rudolf Aunkofer