Tech Market Will See Similar Growth In 2011 As In 2010, But With Important Twists

At first glance, our forecast that the global IT market will expand by 7.1% in 2011 is right in line with the 7.2% growth we are estimating occurred in 2010 (see our January  11, 2011, "2010-2012 Global Tech Industry Outlook" report).  In fact, there are many points of similarity between the two years besides the overall growth rates, such as comparable growth rates in communications equipment purchases both years, or the US and Asia Pacific growing at similar rates of growth in 2010 and 2011.

However, there are three important points of difference that I think make our projected growth for 2011 more impressive than the almost identical rate of growth that occurred last year:

  1. Minimal rebound effects in 2011.  2010 was the year when IT capital investment bounced back from recession-depressed levels in 2009, especially in computer equipment and to a lesser degree in software.  Companies had been cutting back on purchases of servers, personal computers, storage devices, and peripherals like printers and monitors since 2007.  That meant a build-up of a lot of deferred demand for replacement equipment, which was unleashed in 2010, helping to drive 11% growth in this category last year.  Licensed software also felt some of these effects, with freezes on capital investment pushing purchases from 2009 into 2010.  Thus, in both cases, 2010 growth rates were measured off of low bases in 2009.  In contrast, the 2011 growth will reflect new demand for IT goods and services, not pent-up demand for prior years.  And the 2011 growth rates will be measured off a stronger base that reflects that fact.
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Which Vendors Have Gotten Smart (Computing, That Is)?

Thirteen months ago, I introduced the concept of “Smart Computing,” which I predicted would drive the next big wave of technology innovation and growth in the 2008 to 2016 period (see December 4, 2009, "Smart Computing Drives The New Era of IT Growth"). Smart Computing involves the addition of new awareness technologies like RFID, sensors, and image recognition and new real-time analysis technologies, along with adoption of foundation technologies like service-oriented architectures, unified communications, virtualization, and cloud computing. Since then, I have been tracking the tech market for evidence that this is in fact happening.  

One key indicator I am watching is how many vendors have started to incorporate “Smart Computing” terms and language into their marketing, sales, and brand material.  This matters, because tech vendors will be the ones that translate the concepts embedded in Smart Computing into actual sales of solutions and products to clients, thereby generating the revenue growth that will cause the tech market to grow twice as fast as the economy as we expect.  In fact, that kind of tech market growth has been occurring, at least in the US (December 14, 2010, “US Tech Industry Outlook For 2011 -- 2011 Likely To Replay 2010's 8% Overall Domestic Growth Rate”).  But we want to see whether that strong growth is due to adoption of Smart Computing solutions, or other factors.

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