IT & Telecomunication
The knowledge of the markets is an essential prerequisite
Whether public relations, creative or consulting – knowledge of the markets is an essential prerequisite in order to be really successful.
However, superficial knowledge will just not do here: since each market has its own laws and requirements – not least in the highly differentiated IT industry –, in-depth knowledge is required to be able to identify challenges and to develop market-oriented strategies.
The Riba:BusinessTalk advisors stand out with their in-depth knowledge about current developments and longer-term development trends in the markets of the IT industry. All recommendations, communication steps and organisational measures are thus based on sound knowledge and experience and are tailored to the respective market situations as well as shifts in the market which are to be expected in the future.
ERP, business intelligence
Today, business applications are amongst the most business-critical systems of every company. In addition to ERP and CRM applications, BI solutions in particular play an increasingly prominent role. They provide important business information on the basis of collected facts and figures and thus support the company management and C-level teams in the decision-making process in a sustainable manner.
Holistic HR solutions
Holistic HR solutions are equally important: along with pure personnel management, the systems available on the market also offer intelligent training management and talent search functions. They make efficient staffing possible – even when there is an increasing shortage of skilled labour.
From the perspective of software providers and commercial end customers, there are also questions relating to suitable licencing. For many years now, several providers have attempted to market “on demand” services, but so far only with limited success. With the growing acceptance of cloud technologies, the customers’ interest in demand-oriented licencing methods such as Saas (Software as a Service) is now increasing – and this not only applies to office production software, but also to traditional business solutions. From the perspective of the providers, this gives rise to plenty of opportunity to acquire new customer groups.
The fastest growing global IT markets
Cloud and virtualisation are the fastest growing global IT markets. Leading experts predict that Cloud technologies will have a long-term impact on the entire IT world. But what are the main advantages for companies? Cloud and virtualisation offer maximum flexibility as business applications and IT resources can be accessed anywhere in the world. They also enable IT costs to be optimised.
Cost-cutting technologies such as VDI (Virtual Desktop Integration) minimise hardware costs and create a virtualised IT landscape, which can be efficiently managed. Maintenance and IT personnel costs are thus permanently reduced. In turn, the use of public Cloud services makes expensive applications, highly available IT infrastructure as well as storage space and processing power affordable for everyone.
This development gives rise to attractive market opportunities – particularly for IT channels and Value Add Distribution. Whereas enterprise applications were often previously dismissed on grounds of cost, these are now of greater interest to small and medium-sized companies.
Backbone of the German IT industry
With approximately 30,000 resellers, the IT channel – with its specialist dealers and computer retailers – forms the backbone of the German IT industry. IT and specialised distribution plays a central role in this multi-tier concept: it combines the needs of manufacturers and the specialist trade with a comprehensive sales and logistics concept.
IT value-added chain
In this key position within the IT value-added chain, nothing changes the fact that the increase in eTail providers has left its mark on the IT market. Such shifts in the market provide the field of distribution with the opportunity to reprofile itself more clearly in the multifaceted IT business: whether value add distributors with extensive services and qualified expert advisors or broad-liners with a highly-efficient Europe-wide logistics network – now more than ever, the IT market provides scope for healthy and continuous growth.
IT distributors and competition
However, to ensure that IT distributors are able to differentiate themselves from the competition, specialist trade communication must also be aligned accordingly. Here, it is important to clearly highlight individual features – such as special strengths, intelligent specialist trade programmes or selective manufacturer relationships – in a sustainable manner.
Fastest-growing technology sector
IP-based camera systems
Video surveillance technology has been part of the fastest-growing technology sectors for several years now. IP-based camera systems in particular are in great demand and are now commonplace.
Increasing need for security
The increasing need for security and the extended technical possibilities play an important role here, as does positive price development: as IP-surveillance solutions are quickly becoming a thing of the past in the higher price segment, they are now becoming more affordable for a broad range of buyers.
IP video surveillance systems can be used in the entrance area of data centres, in retail areas, and in private households, amongst other things. In addition to analogue CCTV technology, sophisticated IP surveillance solutions are becoming increasingly popular – think of outdoor cameras with a UMTS connection and excellent night vision capabilities, of digital video recording systems (NVR) or of compact systems for indoor surveillance, for example.
Wide product ranges
What’s more, customers are being wooed by manufacturers not only with their wide product ranges, but also increasingly with comprehensive services. The services on offer range from extensive consulting and planning, through step-by-step project support, to training measures.
IT security is becoming increasingly important in a business context
Emails, the Internet and the global expansion of business activities can turn a company into an easy target for cyber criminals. Threats include cyber-espionage methods, such as keylogger software and rootkits, which are used by hackers to steal confidential data and to disguise themselves, as well as malicious malware, which can penetrate into computer systems via spam, malicious websites and storage media.
Ever-present threats are also posed to the network by security gaps in the Cloud and the daily deluge of email messages. IT processes within companies are also becoming more complex due to trends such as Bring Your Own Device (BYOD). It is important to prevent dormant viruses from finding a loophole in such a complex IT environment. The market thus offers a wide range of cybersecurity solutions, which are tailored to various company sizes and requirements.
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