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Germany Information Technology Report Q1 2012
Business Monitor International, Jan 2012, Pages: 58
Germany Information Technology Report provides industry professionals and strategists, corporate analysts, information technology associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Poland's information technology industry.
- Benchmark BMI's Independent 5-year IT Industry Forecasts to test other views - a key input for successful budgetary and strategic business planning in the Germany IT market.
- Target Business Opportunities & Risks in Germany's IT sector through our reviews - and major deals, projects and investments in Germany.
- Exploit Latest Competitive IT Intelligence & Company SWOTS on your competitors and peers through company rankings by sales, market share and ownership structure – includes multi-national and national companies
Market Overview
The German IT market is forecast to grow at a CAGR of 3% over 2012-2016, with a continued impact on business and consumer spending from the regional economic situation. The addressable domestic market for IT products and services is projected by BMI to reach US$62.0bn in 2011 and US$71.2bn by 2016.
In H111, the PC market contracted sharply as a result of excess inventories and consumer and business caution. The decline continued in H211, although it was relatively modest compared with that reported in many other EU markets, and as the eurozone crisis intensified in H211, delays in IT projects were expected.
Growth areas include increasing interest from government organisations as well as the private sector in cloud computing models such as Software-as-a-Service (SaaS) and Infrastructure-as-a-Service (IaaS).
Industry Developments
Government funding for technology policy measures in the 2010 budget of the Federal Ministry of Economics and Technology amounted to EUR2.3bn, or EUR2.8bn including stimulus measures. The funding is intended to support continued implementation of the High-Tech Strategy for Germany initiative, which was set up in 2006.
Meanwhile, the German government has announced it will provide an additional EUR12bn for education as well as research and development (R&D). Among other priorities, the government is determined to encourage German companies to innovate in order to cope in the economic upturn.
Competitive Landscape
International vendors dominate the Germany PC market. In H111, HP took first place in overall PC shipments, ahead of Acer, which had seen a sharp loss of share compared with the same period of the previous year. HP reported impressive double-digit annualised growth in a contracting market. Other leading vendors include Asus, Dell and Samsung, with the top five vendors accounting for more than 50% of total shipments. However, HP's global PC market leadership position was placed in doubt by the company's announcement that it plans to sell part of its Personal Systems Group (PSG), which includes its tablet PCs and laptops.
In 2011, German software giant SAP launched a cloud computing collaboration with HP Enterprise Services. The first SAP application to be delivered b the partnership was the SAP customer relationship management (CRM) rapid-deployment solution, with HP bundling the necessary infrastructure, platform and application services in a pay-as-you-go package. In October 2010, Microsoft had launched a cloud computing alliance with German-based Datapoint, a provider of ICT services to the public sector.
Computer Sales
BMI forecasts Germany's addressable computer hardware market will be worth around US$16.8bn in 2012, up by an estimated 4% from US$16.1bn in 2011. Total PC revenues including notebooks and desktops are expected to rise to US$15.9bn by 2016 at a CAGR of 4%.
The PC market downturn continued in Q311, with a smaller but still double-digit shipments decline reported. The contraction affected all major segments of PC sales, including notebooks, netbooks and desktops. However, the negative trend was relatively less steep compared with double-digit declines reported in other European markets
Software
In 2012, German market software sales are projected by BMI at US$19.8bn and, despite the continued economic headwinds, revenues are expected to rise to US$22.3bn in 2016. Software CAGR for 2011- 2015 should be in the region of 3%.
Despite a relatively mature market, there is plenty of potential for enterprise resource planning (ERP) implementation in industries such as consumer products, telecommunications, energy, engineering transport and retail. ERP demand drivers include boosting the efficiency of global supply chains and logistics processes. Meanwhile, business intelligence will continue to be one of the fastest-growing product areas.
Services
German IT services spending is forecast to reach US$25.5bn in 2012 and rise to US$29.6bn in 2016. Demand drivers will include emerging technologies, such as projects to enable SaaS use, and reducing costs through datacentre infrastructure outsourcing.
One growth area in 2012 should services to help clients that are interested in moving towards virtualised private clouds. Meanwhile, demand for outsourcing has reached beyond traditional major IT spending verticals such as financial services to sectors such as auto and chemical.
E-Readiness
Germany has announced plans to auction off additional frequencies for delivering mobile broadband services, which is expected to be a high-growth area over the next few years. In the wireline sector, although the fixed-line market is forecast to decline, we expect the rate of decline to slow as better-value tariffs are offered and fixed lines are bundled with higher growth services such as broadband and pay-TV.
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