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The IT Market 2010

Innovations have to be perceived by consumers - otherwise they won't sell. Currently, the industry is facing certain challenges in delivering the technology ‘innovation’ story directly to the consumers. Only successful communication will encourage consumers to purchase in developed markets.

The key market driver will be ‘cloud computing’ - but contrary to most recent press statements, this development will emanate from B2C rather than B2B. Consumers are currently setting up their "home" cloud with wireless routers, printers, connected Hard Disk Drives and Network Attached Storage. By subsequently utilising accessible free or low-cost services they will be able to create their own ‘internet/online’ cloud.  Therefore, the sales potential is in hardware as opposed to services and software. As a consequence, the term ‘cloud computing’ can be interpreted differently; for B2C the connectivity aspect of any kind of digital device is key as is the ability to have access to free or reasonably priced online services.

Retail markets will show growth in all areas where the IT industry is able to communicate innovation to consumers. Price points are reasonably low, so as a result price-reductions will be far less influential in driving the market. Price will instead become an indicator of quality; pricing and product assortment strategies will form the basis of the perceived value of the brand.

Dr. Rudolf Aunkofer
Global Research Director IT
GfK Retail and Technology GmbH 

Rudolf Aunkofer is Global Research Director IT at GfK Retail and Technology GmbH. He is responsible for GfK’s IT Tracking Activities across the different geographies with focus on EMEA, CEE & CIS.  Prior to joining GfK, Rudolf Aunkofer worked in sales management for Siemens Nixdorf Informationssysteme AG and in product management for AEG Hausgeräte GmbH.

Rudolf Aunkofer is the author of many articles related to Information Technology in Germany and Europe and also lectures on this subject.  He is author of the book entitled “Future Concept Multimedia”. Rudolf Aunkofer received his Ph.D. in Management Science and teaches Management & Corporate Planning.

For further information contact:

Lynne Henry
International Communications Manager
lynne.henry@gfk.com
+44 (0)870 603 8119
www.gfkrt.com