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INDUSTRIES
&
MARKETSPublic
Cloud:
market
data
&analysisFormoreInformationaboutthisdocumentpleasevisit:https://www.com/outlook/tmo/public-cloud/worldwideNovember2023Agenda01
MarketInsightOverview03
AppendixProductoverviewAuthor319212936526064118122Russia-UkraineWarMarketDriversMarketMethodologyConsumerInsightKeyPlayersCompanyInsightTrends02
MarketsSoftwareasaServiceInfrastructureasaServicePlatformasaServiceBusinessProcessasaServiceDesktopasaService7886941021102MARKET
INSIGHTOverviewThePublic
Cloud
market
will
continue
to
grow
at
a
high
rate,
itspotential
is
notyet
fully
exploredOverview:managementsummaryThePublicCloudmarkethasexperiencedhighgrowthinrecentyears,drivenbythe
Cloudmarket,SoftwareasaService(SaaS)remainsthelargestmarket,influencingincreasingnumberofcloudusersandusecases.Thisgrowthwillcontinueinthecomingyears,asthepotentialforcloudserviceshasnotyetbeenfullyexplored.ThisreporttakesacomprehensivelookatthePublicCloudmarket,includingmarketrevenuesanddrivers,aswellasfuturemarketpotentialandtrends.themarketdynamics.TheSaaSmarketispoisedforsteadygrowthasenterprisesexplorediverseroutestomarket,suchasthroughcloudmarketplaces,andincreasinglybreakdownlargermonolithicapplicationsintomorecomplexpartstostreamlineDevOpsprocesses.Cloudtechnology,withitsbenefitsoflocation-independentutilizationandservicedeployment,offersflexibilityinworkpractices.ThescalabilityofinfrastructureThePublicCloudmarketcomprises5distinctmarkets:SoftwareasaService,
InfrastructureasaService,
PlatformasaService,
BusinessProcessasaresourcesfurtherenhancesefficiency,leadingtoreducedITcosts,afactorthathas
Service,
andDesktopasaService.Overall,PublicCloudserviceshavegeneratedprimarilydriventheadoptionofcloudtechnologyinadvancedanddevelopedcountries.However,
alongsidetheseadvantages,companiesencounterchallengesintheircloudadoptionjourney.Thepubliccloud,withitssharedinfrastructurecapacity,introducessecurityandcomplianceconcerns,contributingtoaslowdowninadoptioninsomeorganizations.approximatelyUS$481billionworldwidein2022andwillcontinuetogrowatahighratewithaCAGR(1)
of19%until2028.TheSoftwareasaServicemarketaccountsforthebiggestshare,comprising46%ofworldwiderevenues.ThemarketforPublicCloudisledbyseverallarge,well-knowncompanieswithintheITindustry.KeyplayerspresentedinthisreportareAmazon,Google,
Microsoft,Alibaba,IBM,Salesforce,SAP,andOracle.Inadditiontotheseconsiderations,emergingcloudcomputingtechnologies,includinghyper-scaleedgecomputingandsecureaccessservices,arecausingdisruptionsinrelatedmarkets.Theseinnovationscreatenewproductcategories,generatingadditionalrevenuestreamsforpubliccloudproviders.WithinthePublic4Notes:(1)CAGR:CompoundAnnualGrowth
Rate/averagegrowth
rateperyearSources:MarketInsights
2023ThePublic
Cloud
markets
represent
different
parts
in
the
cloud
computing
stackOverview:marketdefinition(1/4)In
scopeOutof
scopeA
public
cloud
is
defined
as
the
digital
infrastructureand
computing
resources
that
are
managed
by
aservice
provider.
Examples
of
public
cloud
computingresources
include
virtual
machines,
storage,
andservices,
all
of
which
are
available
for
purchase
withflexible
(e.g.,
pay
as
you
go
and
subscription)
businessmodels.
Such
payment
options
make
it
possible
forcustomers
to
access,
scale,
and
utilize
resources
asneeded.
Public
cloud
solutions
make
it
possible
forusers
to
save
on
IT
costs,
increase
their
efficiency,
andtake
advantage
of
advanced
technologies
withouthaving
to
invest
in
long-term
IT
solutions.
Public
cloudservice
providers
own
and
maintain
the
physicalinfrastructure,
hardware,
and
software.
Users
onlyneed
to
pay
for
the
computing
resources
that
theyrequire.•
Infrastructure-as-a-Service(IaaS),suchasAmazonElasticComputeCloud(EC2),AzureIaaS,GoogleComputeEngine(GCE),etc.•
Privatecloudservices,suchasIBMCloudPrivate,MicrosoftAzureStackHCI,andVMwarevCloudSuite•
Platform-as-a-Service(PaaS),suchasHeroku,AWSElasticBeanstalk,GoogleAppEngine,MicrosoftAzureAppService,etc.•
Physicaldatacenters,suchasDellPowerEdgeServers,LenovoThinkSystemServers,andHPEProLiantServers•
Software-as-a-Service(SaaS),suchasGoogleWorkspace,Microsoft365,
Salesforce,etc.•
Business-Process-as-a-Service(BPaaS),suchaspayrollmanagementandaccountingsolutions•
Desktop-as-a-Service(DaaS),suchasAmazonWorkSpaces,MicrosoftWindowsVirtualDesktop,VMwareHorizonCloud,andCitrixVirtualAppsandDesktops.5Sources:MarketInsights
2023ThePublic
Cloud
market
is
dividedintofive
markets
thatcomprise
differentservicesOverview:marketdefinition(2/4)Software
as
a
ServiceInfrastructure
as
a
ServicePlatformas
aServiceSoftwareasaService(SaaS)referstothetypeofpubliccloudservicethatdeliverssoftwareapplicationsoverInfrastructureasaService(IaaS)referstothetypeofpubliccloudservicethatprovidesvirtualizedPlatformasaService(PaaS)referstothetypeofpubliccloudservicethatprovidesaready-to-useplatformtheinternetonasubscriptionbasis.Userscanaccess
computingresources.
IaaSofferson-demandaccessto
andenvironmentfordeveloperstobuild,deploy,
andandusethesoftwarethroughwebbrowserswithouthavingtoinstallormaintainitlocally.SaaSeliminatestheneedforpurchasing,installing,andupdatingsoftware,thusofferingconvenienceandautomaticupdateswhileallowinguserstofocusonusingthevirtualmachines,storage,andnetworkingmanageapplications.PaaSofferstools,frameworks,components,thusallowinguserstobuild,deploy,
and
andservicesthatstreamlinethedevelopmentprocess,manageITinfrastructurewithouttheneedtoinvestinphysicalhardware.IaaSoffersscalability,flexibility,andcost-efficiencybyrequiringuserstopayonlyforthethuseliminatingtheneedtomanagetheunderlyinginfrastructure.Itallowsdeveloperstofocusonthetasksofwritingcodeandcreatingapplicationswithoutworryingaboutserversetupormaintenance.ThePaaSmarketincludesthecompaniesthatprovidethesetypesofpubliccloudresourcesandservicestoindividuals,businesses,andorganizations.AtypicalexampleofthistypeofserviceisGoogleAppEngine.softwaretomeettheirrequirements.TheSaaSmarket
resourcestheyconsume.TheIaaSmarketincludestheincludesthecompaniesthatprovidethesetypesofcloud-basedsoftwareresourcesandservicestoindividuals,businesses,andorganizations.AtypicalexampleofthistypeofserviceisMicrosoftOffice365,anSaaSsuiteofapplications(e.g.,
Word,Excel,andPowerPoint)availableforpurchasebysubscriptionandaccessibleviaawebbrowser.companiesthatprovidethesetypesofpubliccloudresourcesandservicestoindividuals,businesses,andorganizations.AtypicalexampleofthistypeofserviceisAmazonWebServices(AWS).AWSprovidesawiderangeofvirtualmachines,storage,andnetworkingresourcesthatuserscanaccessondemandtobuildandmanagetheirITinfrastructures.6ThSources:MarketInsights
2023ThePublic
Cloud
market
is
dividedintofive
markets
thatcomprise
differentservicesOverview:marketdefinition(3/4)Business
Process
as
a
ServiceDesktop
as
a
ServiceBusinessProcessasaService(BPaaS)referstothetypeofpubliccloudservicethatprovidesacomprehensivesuiteofcloud-basedsolutionsdesignedtostreamlineandoptimizevariousbusinessprocesses.BPaaSprovidersofferarangeofservices,suchasfinanceandaccounting,humanresources,customerservice,andsupplyDesktopasaService(DaaS)referstothetypeofpubliccloudservicethatprovidesvirtualdesktopenvironmentsandisaccessiblefromanydevicewithaninternetconnection.Itisacloudsolutionthatvirtualizesthedesktopexperience,
thusprovidingconvenience,mobility,andeaseofmanagementwhilefreeingtheuserschainmanagement,alldeliveredthroughthecloud.TheBPaaSmarketincludesthe
fromtheconstraintsoftraditionalhardware-basedcomputing.Atypicalexampleofcompaniesthatprovidethesetypesofpubliccloudresourcesandservicestoindividuals,businesses,andorganizations.AtypicalexampleofthistypeofserviceisAccentureBpaaS.thistypeofserviceisVMwareHorizonCloud.7Sources:MarketInsights
2023Each
service
model
includesits
own
division
of
responsibility
between
a
provideranda
customerOverview:marketdefinition(4/4)Tasks
and
responsibilities
in
the
cloud
computing
stackSelf-managedManagedbycloudserviceproviderPublicCloud
servicesOn-premisesInfrastructure
as
a
ServiceApplicationsDataPlatformas
aServiceSoftware
as
a
ServiceApplicationsDataApplicationsApplicationsDataRuntimeDataRuntimeRuntimeMiddlewareRuntimeMiddlewareOperatingsystemVirtualizationServerMiddlewareOperatingsystemVirtualizationServerMiddlewareOperatingsystemVirtualizationServerOperatingsystemVirtualizationServerStorageStorageStorageStorageNetworkingNetworkingNetworkingNetworking8Sources:MarketInsights
2023In
2022,
the
Software
as
a
Service
market
represented
the
largest
market
withinthe
global
Public
Cloud
market,
generating
US$220billion
in
revenuesOverview:keytakeawaysWorldwide
PublicCloud
revenue
in
billion
US$Key
takeaways•
In2022,
thePublicCloudmarketgeneratedatotalrevenueofUS$481billion1%12%worldwide.•
Accountingfor46%ofthePublicCloudmarket,SoftwareasaServicewasthelargestmarketin2022,
generatingUS$220billioninrevenues.18%•
ThesecondlargestmarketisInfrastructureasaServicewitharevenueofUS$115billion(24%).WithUS$86billion(18%)PlatformasaServicerepresentsthethirdbiggestmarketoftheglobalPublicCloudmarket.46%US$481billion•
InthePublicCloud,theUnitedStatesandChinaaccountedforthehighestrevenuesin2022,
withUS$240billionandUS$40billionrespectively.24%SoftwareasaServiceInfrastructureasaServicePlatformasaServiceBusinessProcessasaServiceDesktopasaService9Sources:MarketInsights
2023Theglobal
Public
Cloud
market
was
worth
US$481billion
in
2022
andispredicted
to
continue
growing
at
a
stable
rateOverview:salesfigures(1/4)Worldwide
PublicCloud
revenue
in
billion
US$1,061.9967.975.677.8
5.75.2+19%(1)876.772.94.7785.269.9244.1359.84.2216.7690.366.0191.53.7595.43.1168.8481.1143.32.562.1320.4116.9154.7280.9399.6
2.154.7237.957.90.20.6
316.0
1.285.9195.2282.22024259.9217.244.140.114.118.20.30.444.933.846.7114.5172.941.887.063.989.2135.365.0374.5202818.725.445.3326.62026350.02027304.42025258.62023220.32022189.8157.825.2
111.9
35.4
132.7
47.82018
201962.72016201720202021SoftwareasaServiceInfrastructureasaServicePlatformasaServiceBusinessProcessasaServiceDesktopasaService10
Notes:Sources:(1)CAGR:CompoundAnnualGrowth
Rate/averagegrowth
rateperyearMarketInsights
2023Markets
shares
in
Public
Cloud
shift
over
time:
IaaS
andPaaSexperience
growthatthe
expense
of
SaaSOverview:salesfigures(2/4)Worldwide
PublicCloud
markets
shares0%0%0%0%0%1%1%1%10%1%1%1%1%1%9%8%8%7%10%21%12%15%14%17%20%24%30%22%22%23%20%26%21%18%24%14%21%16%22%13%18%12%16%11%15%10%13%28%30%32%33%34%50%52%51%50%46%47%46%43%41%39%37%36%35%2016201720182019202020212022202320242025202620272028SoftwareasaServiceInfrastructureasaServicePlatformasaServiceBusinessProcessasaServiceDesktopasaService11
Notes:Sources:MarketInsights
2023Infrastructure
as
a
Service
will
have
the
highest
growth
potential
with
a
CAGR
of21%
by
2028Overview:salesfigures(3/4)Software
as
a
ServiceInfrastructure
as
a
ServicePlatformas
aService374.5359.8244.1+9%(1)+19%(1)+21%(1)220.385.9114.520222022202820282022202812
Sources:
(1)CAGR:CompoundAnnualGrowth
Rate/averagegrowth
rateperyearNotes:
MarketInsights
2023Business
Process
as
a
Service
will
have
the
lowest
growth
potential
with
a
CAGRof
5%
by
2028Overview:salesfigures(4/4)Business
Process
as
a
ServiceDesktop
as
a
Service77.85.7+5%(1)+15%(1)57.92.5202220282022202813
Notes:Sources:(1)CAGR:CompoundAnnualGrowth
Rate/averagegrowth
rateperyearMarketInsights
2023Amazon
Web
Service
is
dominating
the
market
for
Public
Cloud
with
a
marketshare
of
16%Overview:marketsharesMarketshares
of
keyplayer
in
PublicCloud
market
in
2022MicrosoftCloud,14%AdobeCloud,2%IBMCloud,
OracleCloud,AmazonWebService,16%Other,49%Google,5%4%2%14Sources:MarketInsights
2023In
a
global
comparison,
the
United
States
Public
Cloud
market
produced
themostrevenues
in
2022,
generating
approximately
US$240billionOverview:worldwidecomparison(1/4)Revenue
comparison
in
billion
US$in
2022Revenue
shares
in
2022Australia&OceaniaAfricaUnitedStates240.42%1%ChinaUnitedKingdomGermanyJapan40.0Asia20.519.414.811.810.88.919%France55%AmericasCanadaEuropeAustraliaNetherlandsItaly23%7.06.915Sources:MarketInsights
2023China’s
revenue
is
predicted
to
grow
by
23%
between
2022
and2027
in
PublicCloud
marketOverview:worldwidecomparison(2/4)Revenue
numbers
of
the
top
countries
in
billion
US$(1)+12%(1)+23%(1)+11%(1)+12%
(1)476.3137.137.837.520.519.4240.440.02420222028202220282022202820222028UnitedStatesChinaUnitedKingdomGermany16
Notes:(1)CAGR:CompoundAnnualGrowth
Rate/averagegrowth
rateperyearSources:16MarketInsights
2023In
a
global
comparison,
the
U.S.
have
the
highest
Public
Cloud
spendperemployee,
atUS$1.432Overview:worldwidecomparison(3/4)Spend
per
employee
ranking
in
US$in
20221.4321.1871.0271.0241.0231.006830763598581UnitedStatesSwitzerlandFinlandNorwayDenmarkLuxembourgSwedenNetherlandsNewZealand
UnitedKingdom17Sources:MarketInsights
2023TheUnited
States
show
the
highest
Public
Cloud
spentperemployee,
followedby
Switzerland,
Finland,
andLuxembourgOverview:worldwidecomparison(4/4)PublicCloud
spend
per
employee
in
US$in
2022US$1US$1,021Outofscope18Sources:MarketInsights
2023MARKET
INSIGHTRussia-Ukraine
WarGlobal
growth
is
setto
decelerate,
while
the
inflation
is
projected
to
slightlydecrease
but
stay
on
a
high
level
in
2023Russia-UkraineWarReal
GDPgrowth
rate
worldwide(1)Global
Inflation
in
%,
byregion
or
continent(2)8%•
AccordingtoIMFdatafromApril2023,
theglobalGDPgrowthfor2022wasestimatedat3.4percent.Thisfigurewas1.5percentlowerthanthepre-warforecast.Additionally,theprojectedGDPgrowthfor2023wasreducedby0.8percent.6.1%8.8%WorldAsiaandPacificEurope6%6.5%4.9%3.4%3.6%2.8%6.7%3.4%3.1%4%2%2.8%5.7%•
ItwasexpectedthatAfricaandtheMiddleEastwouldbearthegreatesteconomicimpactofthewaramongallglobalregions.TheIMFanticipatedthatinflationinthesecountrieswouldbethehighestcomparedtootherregions,at14.5%and13.2%in2022and12.4%in
11.3%in2023.However,in2023,inflationisprojectedtodecreaseacrossallcontinents.9.8%9.7%7.0%0%Americas5.9%-2%-4%14.5%12.4%Africa-3.0%2020
2021201920222023202413.2%11.3%MiddleEastForecastfromOctober2021HistoricaldataandforecastfromApril202320222023Notes:(1)2019to2021;October2021data:2022to2024forecast;April2023data:2022estimate,2023to2024forecast(2)2022estimate,2023forecastSources:
IMF.OECDMARKET
INSIGHTMarket
DriversSocialandeconomicdevelopments
indicate
an
inevitable
trend
towards
anintensifiedcloud
adoptionMarketdrivers:summary(1/2)Smartphones,laptops,tablets,computers,TVs,smartspeakers,smarthome–weareonlineeveryday,atanytime,atanyplace;mostofthetimeevenwithmorethanonedevice.Thissocialdevelopmentistrueforpeopleintheirprivateandprofessionalenvironmentanddrivesanincreasingnumberoffixedandmobileinternetconnectionsworldwideandagrowinginternetpenetrationrate.Themoretimepeoplespendontheinternet,themoredataisgenerated.Thisrapidgrowthofdatarequiresefficientonlinestorage,asitneedstobeaccessibleindependentlyofplaceandtime.Inaprofessionalenvironment,IThelpscompaniestoreactquicklyandflexiblytobusinessrequirementsandevenenablesnewbusinessmodelsandprocesses.ITusersareincreasinglydemandingflexibleITthatisgearedtotherequirementsofthebusiness.CloudcomputingisaformofprovidingsharedandflexiblyscalableITservicesthroughnon-assignedITresourcesvianetworks.22Sources:MarketInsights
2023,based
on
ITUand
nationalstatisticalofficesA
strongly
developed
digital
infrastructure
supportscloud
adoptionMarketdrivers:summary(2/2)Key
market
indicatorsGlobal
Ø
2022Short
explanationINTERNETPercentageoftotalpopulationusingtheinternetonamonthlybasis.Inrecentyears,allsortsofconnecteddeviceshavegainedpopularityandproducedatathatneedstobestored.70.6%PENETRATIONBROADBAND8,043MillionAccesstobroadbandinternetiscrucialforthecloudcomputingtechnology.Thealways-onmentalityandahighamountofdatatrafficdrivecloudadoption.SUBSCRIPTION26,675Averageinternetconnectionspeedinkbit/s.Withrisingconnectionspeed,morecloudservicesbecomeapplicable.CONNECTION
SPEEDINTER-CONNECTIONKbit/s10,737Interconnectionistheexchangeofdatabetweenbusinesspartners.TheinterconnectionbandwidthismeasuredinTbit/s.Between2020and2023,
theinstalledinterconnectionbandwidthcapacitywillincreasesignificantlyworldwide.Tbit/s97zettabyteThetotalamountofdatacreated,captured,copied,andconsumedintheworld,measuredinzettabyte,isexpectedtocontinuetogrowrapidlyinthenextyears.VOLUME
OF
DATA23Sources:MarketInsights
2023,ITU-
InternationalTelecommunication
Union,;EquinixGXI
Report2020,IDCTheglobal
internet
penetration
still
increases,
while
Europe
shows
the
highestrate
with
83%in
2022Marketdrivers:internetpenetrationInternetpenetration
rate98%98%92%96%91%92%89%94%93%89%88%87%86%86%92%92%87%83%82%82%91%89%81%80%79%90%92%88%79%78%77%76%73%74%72%70%84%87%83%71%69%68%85%62%85%80%67%79%75%65%74%57%72%70%66%65%61%66%66%58%66%48%54%61%52%49%55%33%45%45%42%45%50%29%38%41%23%26%2016201720182019202020212022202320242025202620272028worldwideAsiaEuropeAmericasAfricaAustralia&Oceania24Sources:based
on
ITUand
nationalstatisticalofficesTheworldwide
number
of
broadband
connections
andthe
connectionspeedare
continuously
increasingMarketdrivers:broadbandconnectionsandconnectionspeed(1/2)Worldwide
average
internetconnection
speed
and
the
number
of
broadband
connections52,15947,57243,05438,66334,44830,44626,67523,17819,97417,07014,4586,30612,2045,70710,1824,7518,81220269,05720279,28220288,26920248,54920257,72120218,04320227,98920237,25420206,8142019201620172018NumberoffixedandmobilebroadbandconnectionsAverageinternetconnectionspeedinkbit/s25Sources:based
on
ITUand
nationalstatisticalofficesWith
growing
broadband
connections
andinternet
penetration,
interconnectionis
likewise
increasingMarketdrivers:interconnectionbandwidth(1/2)Leadingcompaniesinthedigitaleconomyuseinterconnectiontostrengthentheircompetitiveness.Interconnectionisthedirectandprivateexchangeofdatabetweenbusinesspartners,whichisincreasinglybecomingthestandardforcompaniesthatwanttocompeteinthedigitalworld.Worldwide
interconnection
bandwidth
in
Tbits/s27,762ThisisillustratedbytheGlobalInterconnectionIndex(GXI),amarketstudyconductedbyEquinixthatanalyzestheglobaldataexchange.Accordingtotheindex,thecapacityrequiredforinterconnection–theinterconnectionbandwidth–willgrowtomorethan27,762terabitspersecond(TBit/s)by2025.Comparedtothedatatransmittedviathepublicinternet,itis10timesthevolume.20,689+40%(1)15,172COVID-19significantlyinfluenceshowcompaniesplantheirdigitalinfrastructureinitiativesoverthenextthreeyears.AccordingtotheGlobalInterconnectionIndex,digitalserviceprovidersinindustriessuchastelecommunications,cloudandITservices,contentanddigitalmedia,andtechnologyprovidersareexpectedtoincreasethebandwidthofanindividualconnectivityfivetimesby2025.ThechangeoverduetoCOVID-19hasledtoanunprecedenteddemandfordigitalservicesandthereforeanincreasingneedforinterconnection.10,7377,266202120222023APAC2024EMEA2025Americas26
Notes:(1)CAGR:CompoundAnnualGrowth
Rate/averagegrowth
rateperyearSources:
EquinixGXI
Report2023Americas
will
continue
to
account
for
more
than
47%
of
the
worldwideinterconnection
until2025Marketdrivers:interconnectionbandwidth(2/2)Interconnection
bandwidth
in
Tbit/sInterconnection
bandwidth
distribution5,20320222,8842,65025%25%48%202248%202513,23827%27%20257,5526,972AmericasAPACEMEAAmericasAPACEMEA27Sources:
EquinixGXI
Report2023Theincreasing
volume
of
data
worldwide
will
continue
to
fuel
the
shift
of
storageresources
to
the
cloudMarketdrivers:volumeofdataWorldwide
volume
of
data/information
created,
captured,
copied,
and
consumed
in
zettabyte181147120+28%(1)9779644133261816139201320142015201620172018201920202021202220232024202528
Notes:(1)CAGR:CompoundAnnualGrowth
Rate/averagegrowth
rateperyearestimatesSources:
IDC;MARKET
INSIGHTMarket
methodologyWe
size
the
markets
by
using
top-down
andbottom-up
approachesMarketmethodology:modelingapproach(1/2)Detailed
analysis
for
selected
countriesUnderlying
data:Weobtaindatafortheworld’slargesteconomies(e.g.,
theUnitedStates,China,andGermany)throughanin-depthanalysisofeachmarket.Toevaluatethemarkets,weusethelatestfinancialdatafromannualfinancialreportsofthemarkets’leadingcompaniesandindustryassociations,macroeconomicindicatorsfrominternationalinstitutionsandstatisticalbureaus,third-partystudies,andexpertopinions.BecauseoftheconsiderableamountofinformationthatisincorporatedinallmarketsinthePublicCloudindustryandalltheinterpretationandanalysisinvolvedintheprocess,adetailedrepresentationofthedatasourcesforeachdatapointisnotpossible.Key
player
analysis
&
monitoring•
Companyprofilesandkeyperformanceindicators(KPIs)•
Quarterlyearningcalls/annualreportsandfurtherinvestorinformationMarketresearch•
Digitalconsumerprofiling:theGlobalConsumerSurvey•
Exclusiverepresentativead-hocsurveysinselectedcountriesandterritoriesonspecificcurrenttopicsMacroeconomic
indicatorsModelingiscarriedoutthroughtheimplementationofatop-downapproachforeachmarket.Tocalculatetheglobalmarketsizeofeverymarket,weanalyzecompanyfinancialreportsandcheckmacroeconomicdevelopmentsthatdrivetheglobalmarket.Ininstanceswhererevenuesarenotreportedforcertaincountriesandterritories(asisthecaseformajormultinationaltechplayers),annualreportsserveasanindicationforafirstregionalsplitofthecompanyrevenue.Additionally,thekeymarketindicatorsthatinfluencethemarkethelpusestimatethemarketsizeforeachcountryandterritoryindividually.•
Indicatorsfromstatisticalofficesandcensusdata•
InternationalorganizationsandassociationsStudies
&
third-party
data•
Marketanalysesandanalystopinions•
Industryanalyses•
Academicstudies30Sources:MarketInsights
2023Ourmarket
growth
forecasting
is
basedon
three
different
techniquesMarketmethodology:modelingapproach(2/2)Tocreateforecastsforuptofiveyears,wecombineeconomicdevelopmentsandtrendscoutingwithstatisticalandmathematicalforecastingtechniques.Everymarketismodeleddifferentlyasitistailoredtotherespectiveindustry,whichalsoaffectstheforecastingmethodforeachmarket.Amarketgrowthforecastisgeneratedwiththehelpofourtool,whichcombineshistoricalmarketdatawithpredictionsregardingthedevelopmentofkeymarketdriversbycreatingthemostsuitablecurveforthemarket.TheS-curverepresentsaspecialcaseofthelogisticfunctionandiswell-suitedtomakeforecastsregardingelectronicanddigitalhardwaredevicesduetothenon-lineargrowthoftechnologyadoption.Formarketswithaprojectedsteadygrowth,suchasDevicesandITServices,weuseexponentialtrendsmoothingtoillustratethecontinuousdevelopmentofthemarket.Additionally,parametersareadjustedindividuallydependingonthemarket-country/market-territorycombination.IntheTechnologyMarketInsight,weusethreedifferentforecastingtechniques:theS-curvefunction,exponentialtrendsmoothing,andseasonalforecastalgorit
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