My First Tech Marketing Letter From Germany: "CeBIT Reinvented"

 

Those of you who know me (Peter O’Neill) know that I’ve lived in Germany since 30 years. Now, when I grew up in the UK, I remember so well the BBC journalist Alistair Cooke reading his “Letter From America” each Sunday night on the wireless (as we called radio then!): It was a great familiarization exercise and stood me in good stead when I visited and worked in the US many years later. As I do at least one inquiry per week for Forrester clients describing the state of the European and/or German tech market, I thought I’d kick off a regular blog in the same vein – probably bi-monthly – where I highlight something I think is important for you that has or is about to happen in Germany.  

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If The Market Is Changing, So Must Your Market Research Sources And Processes

 

As mentioned in my last blog, I (Peter O'Neill) was at the Distree EMEA event last week and met with many executives from tech industry vendors and distributors. I also swapped impressions about market trends with colleagues in other research organizations, such as Context, GfK, IDC, and Regent. 

The most discussed section of my keynote presentation was “Apple takes a bite at B2B business,” where I quoted research from my illustrious colleague Frank E. Gillett. I said that Apple had an 8% share of new “corporate PCs” in 2011, which we predict will grow to 13% in 2013. Apparently, many vendors and distributors haven’t noticed this: They aren’t getting the same message from their usual research providers. Later in the week, I listened to such a presentation in which it was reported that “the PC market slowed in 2011 but will pick up again in 2012.” Another researcher made a similar observation in his presentation. No mentioned of any new vendors or devices: “Not significant” was the tenor.

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