Monday, November 5th, 2012 - Ovum

Melbourne – Independent technology and telecoms analyst firm Ovum has just released its CIO Executive Insights: Asia-Pacific* tool which allows IT vendors to target the right message to the right people at the right time.

The data contained in CIO Executive Insights permits highly granular segmentation. Using the tool, users can split data from nearly 1,500 CIO and IT decision-makers by 10 verticals, 31 sub-segments, and 14 geographies across Asia-Pacific**. They can also segment the data by size of organization measured by either employees or revenues.

Alexander Simkin, Ovum’s Practice Leader for Primary Data Commercialisation says: “With this tool, any cross-cut of the data is possible. The tool also deep dives into technologies and spending plans. For example, if you are interested in which cloud models are gaining the fastest traction in the Australian market, Ovum CIO Executive Insights: Asia-Pacific lets you see that. The answer is that platform-as-a-service is set for the most rapid growth in 6 to 24 months”.

The newly released tool takes it a step further and provides a view of who the key IT procurement decision-makers and influencers within enterprises and government are, as well as the propensity of organizations across the region to outsource with reasons and IT priorities.

“The beauty of the tool is that it allows IT vendors to cut waste by targeting their marketing activity very accurately and facilitates the fine tuning of their sales strategy,” comments Simkin.

The tool also provides a view of which IT vendors are front-of-mind by technology.

Simkin adds: “If you want to know which vendor was perceived as the leader in a horizontal such as business intelligence, the tool can tell you. IT vendors can therefore use the tool to track the effectiveness of their marketing and benchmark themselves against competitors”.

CIO Executive Insight: Asia-Pacific will also provide you with unprecedented insight into the vertical-specific IT requirements of companies in Asia-Pacific.

Stuart Ravens, Ovum’s Principal Analyst, comments: “Rather than just focusing on the horizontal technologies that are adopted across different industries, Ovum’s respondents were asked questions specific to their own verticals, which for example enable us to see the investment plans for a number of mobility applications across all geographies and industries.”

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Ovum provides clients with independent and objective analysis that enables them to make better business and technology decisions. Our research draws upon over 400,000 interviews a year with business and technology, telecoms and sourcing decision-makers, giving Ovum and our clients unparalleled insight not only into business requirements but also the technology that organisations must support. Ovum is an Informa business.
Delphine Jersier
P: +61 (3) 9601 6725


technology and telecoms analyst firm Ovum



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