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tomorrow
Catherine VissiereCentral Marketing Organisation, Microsoft Australia
Building an effective marketing plan in the new era
Rules of marketing
We are storytellers
Where is the opportunity?
Industry opportunity index comparison
Opportunity index created by rating and ranking industries based on 20 factors that indicate level of IT Maturity and the potential impact of
disruptive forces. Source: Capitalis, 2013
#1 Professional Services - AU
Forecast addressable market
Top Workloads/SW addressable* ($M)
Industry overviewAnalysts predictions
Business service / outsourcing
Creative & enabling software
Cloud computing
Big Data & Analytics
110k businesses
914k employees
Projected growth xx%* p.a to 2017
Data point removed*
#2 Small Businesses- AU
Forecast addressable market
Top Workloads/SW addressable ($m)
Industry overview Analysts predictions
BYOD
eCommerce
Apps to compete
Remote workers
Cloud
Mobility
820k businesses
4.5m employees
Will outpace enterprise (xx%* vs xx%*)
Swing towards tactical IT spend driven by
solution & productivity not price
Data point removed*
#3 Financial Services - AU
Forecast addressable market
Top Workloads/SW addressable ($M)
Industry overviewAnalysts predictions
Commoditisation of transactions
Video conferencing
Outsourcing of non core functions
Big Data and BI
Cloud IT
BYOD
33.7k businesses
421k employees
Projected growth xx% p.a to 2017
Data point removed*
#4 Education- AU
Forecast addressable market
Top Workloads/SW addressable ($m)
Industry overviewAnalysts predictions
Virtual delivery
Cloud computing
BYOD
12K businesses
898K people
Projected growth 4xx*% p.a to 2017
Data point removed*
#5 Healthcare - AU
Forecast addressable market
Industry overviewAnalysts predictions
Top Workloads/SW addressable ($m)
Analytics & Research
BYOD & Mobility
Remote Health & Telemedicine
Remote Data Capture
49.4k businesses
1.35m people
Projected growth xx*% p.a
#1 with oldest OS technology
Data point removed*
The Mega Trends
IT megatrends
Mobility Big Data Cloud Social
42% CIOs: ‘workers
want to be mobile’
Priorities: Mobile
(52%) & Tablets (66%)
Growing importance
globally, but CIOs
struggle to reconcile
big data projects
Locally 44% CIO have
no opinion on the
issue
40% of CIOs say very
important, 40% not
Website hosting & e-
commerce
41% regulatory
compliance = top
priority
25% of business are
exploring social
initiative (collab &
knowledge base)
20% social tools to
connect outside of org
But… things are changing
• Simple
• IT speak
• Single or dual audience
• Business decides, IT implements
• In a connected world we can’t just talk to a single workload
Old New
EXAMPLE: Retail
My top 3’s
