Changing behaviour to influence ICT market
The 10 trends foreseen for Thailand this year
International Data Corporation (IDC) has predicted that the growth of this year's ICT market in Thailand will be largely driven by the four pillars shaping the future of the global ICT world - cloud, mobility, social business and Big Data and analytics.
Attaphon Satidkanitkul, IDC Asia Pacific research manager for cross products and consulting, said Thailand's ICT industry would be shaped by several factors in 2013. Demand for mobility from consumers and enterprises, evolving business delivery models that influence ICT spending, and the increasing competition among telecom service providers in the 3G era are among these factors.
Economic uncertainty and rapidly changing consumer demand will continue to have significant impact on Thailand's ICT market. The growth of the smart connected devices market and newly developing IT service delivery models are prompting IT service providers as well as end-users in the enterprise and SMB sectors to evolve and adapt to the new reality.
Moreover, changing buying behaviour for IT products and services is resulting in a merging of the concepts of mobility, social applications and IT consumerisation. IDC's latest forecast indicates that the Thai ICT market will expand by 9.8 per cent in 2013, to reach US$21 billion (Bt6.3 trillion).
The latest IDC research and internal brainstorming sessions amongst IDC's regional and country analysts have produced the following major 10 key ICT trends for Thailand in 2013. IDC believes these trends will have the biggest commercial impact on Thailand's ICT market.
First, ICT spending will show solid growth but there will be challenges in adopting emerging technologies. ICT spending in 2013 will be boosted by both enterprise and consumer markets. IDC expects heavy investment to continue from the top spending verticals such as financial services, telecoms and government.
However, questions remain as to whether or not enterprises can make the best use of emerging technologies such as big data/analytics and cloud technology.
Second, mobile data services continue to be the highlight of the telecom industry.
IDC expects mobile data services to have a bright future in 2013 via services through wireless networks due to rising demand from end-users and the establishment of fully operational 3G services by the end of the second quarter of this year.
Third, new IT services delivery model growth will be driven by IT services providers. Outsourcing 3.0, multi-vendors management services, as well as on-demand managed services are good representatives of this new delivery model.
Fourth, this year will mark the end of robust growth of the PC market. From 2013 onwards, IDC expects PC market growth to slow considerably compared to past years. Thailand's PC market will likely expand only slightly and move towards flat growth in the future.
Fifth, smart phone and tablet market will become the new battleground. The increasing popularity of smart phones and media tablets has made the smart devices market very exciting. Not only will the demand multiply dramatically but also the market competition will also become more intense. One of the main criteria used when a consumer chooses smart devices is the operating system and this year will see iOS and Android battling head to head to capture consumers' mindshare.
Meanwhile, emerging Windows Phone 8 (WP8) and Blackberry (BB10) platforms will have to fight to establish their own place in the market. The challenge each platform faces will be different. iOS will have to deploy strategies to protect its market from the challenges of Android and Windows Phone, and Blackberry will inevitably have to present itself as an alternative to the two popular operating systems.
IDC believes that this battle will benefit consumers who buy new smart devices based on attractive price and model selection, while mobile phone vendors will focus on pushing marketing strategies with their respective channels to win share in the Thai market.
Sixth, the surge of smart devices will catalyse the use of digital content. The popularity of smart devices such as smart phones and media tablets has already influenced the usage of digital content from business content applications to entertainment and lifestyle-related applications.
The seventh trend is the consumerisation to personal ecosystem. The use of smart devices in the workplace is expected to become even more common and hence will encourage end-users to use smart devices to manage day-to-day work as well as personal tasks.
Eighth, cloud services will grow moderately with challenges.IDC predicted that in 2013, services in the form of public cloud and government cloud will emerge as drivers to increase confidence in cloud technologies. Growth will likely be moderate, but applications-as-a-service such as collaboration and productivity applications will receive the most attention.
Ninth, integrated infrastructure will stir demand with a focus on security. Infrastructure is going beyond just networking systems and there are an increasing number of traditional server, storage, network and software vendors offering a total integrated infrastructure experience to their end-users.
Last, Big Data and analytics will expand from a low base as end-users come to better understand the benefits of adoption. The demand for analytics is growing among large business sectors, while awareness is also expanding across medium enterprises as analytics has become a driver for standardising and managing database systems.