Ovum releases tool for CIO insights on Asia Pacific
By Digital News Asia November 6, 2012
- Data from nearly 1,500 CIO and IT decision-makers split into 10 verticals, 31 sub-segments, and 14 geographies
- Allows vendors to cut waste by targeting marketing activity accurately and facilitates fine-tuning of sales strategy
TECHNOLOGY and telecoms analyst firm Ovum has released its CIO Executive Insights: Asia-Pacific tool which it claimed 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, the firm said in a statement.
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.
The 14 geographies covered are Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
“With this tool, any cross-cut of the data is possible,” said Alexander Simkin, Ovum’s practice leader for Primary Data Commercialisation. “It 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 six to 24 months.”
The newly released tool takes it a step further and provides a view of whom 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.
It “allows IT vendors to cut waste by targeting their marketing activity very accurately and facilitates the fine-tuning of their sales strategy,” Simkin claimed.
The tool also provides a view of which IT vendors are front-of-mind by technology. “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,” he added.
Click here to request a demonstration of the CIO Executive Insights: Asia-Pacific premium tool.
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