Survey: 60% Technology, Telecommunications and Media Companies to Increase Investments on Market Intelligence over 2012-2013

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Global Intelligence Alliance (GIA), a global strategic market intelligence and advisory group, releases results from its 2011 Global Market Intelligence Survey, which shows that 60% of respondents from the technology, telecommunications and media (TTM) industry intend to increase their investment on market intelligence over 2012-2013.

Global Intelligence Alliance (GIA), a global strategic market intelligence and advisory group, releases results from its 2011 Global Market Intelligence Survey, which shows that 60% of respondents from the technology, telecommunications and media (TTM) industry intend to increase their investment on market intelligence over 2012-2013.

As a program, market intelligence collects information about market players and strategically relevant topics and processes it into insights that support decision-making. It helps organizations understand their business environment, compete successfully in it, and grow as a result.

As IP battles heat up among smartphone makers and media publishing transitions toward online and streaming services, technology and media firms are making every effort to stay in tune with competitor developments and market trends. The telecommunications industry, led by network operators who are seeking new revenue streams, are also building up their intelligence processes to capture emerging business opportunities.

In helping management stay on top of such market development, there is overwhelmingly only one layer between of the head of market intelligence and the CEO at TTM companies. In comparing against other industries in the 2011 Global Market Intelligence Survey by GIA, the consultants found this to be very different from financial services or professional services for instance, where market intelligence tends to remain a corporate function that is far more removed from top management.

Compared with the other industries, TTM companies also prefer small or mid-sized membership teams, with 40% having one or six-person market intelligence teams.

These are some of the findings regarding market intelligence within the technology, telecommunications and media industry from the 2011 Global Market Intelligence Survey. The study surveyed 989 companies across North America, Latin America, Europe and Asia Pacific, of which 109 respondents were large and mid-sized organizations from the TTM industries. Conducted in March 2011, the online survey looked at the state of market intelligence, the perceived benefits, how it supports decision-making, and anticipated future developments.

Some of other findings include:

  •     91% of technology, telecommunications and media (TTM) companies agree that they have benefited from market intelligence
  •     82% of TTM companies say that their market intelligence investments have paid off
  •     95% of TTM companies have no more than three organizational layers between their market intelligence team and their CEO
  •     TTM companies tend to have a core team of 20 people specializing in market intelligence, who in turn cater to 2,759 internal clients.
  •     Including human resources costs, the average budget that telecommunication, technology and media companies dedicate to market intelligence is more than 1.5 million Euros or 2.1 million US dollars
  •     About 60% of companies intend to increase their investments into market intelligence

For more detailed tables on value of systematic market intelligence and on which function market intelligence is set up under, please refer to https://www.globalintelligence.com/about-us/news/2011/survey-60-technology-telecommunications-and-media-/

For further information, visit the http://www.globalintelligence.com or send an email to media(at)globalintelligence(dot)com.

About Global Intelligence Alliance
Global Intelligence Alliance (GIA) is a strategic market intelligence and advisory group. GIA was formed in 1995 when a team of market intelligence specialists, management consultants, industry analysts and technology experts came together to build a powerful suite of customized solutions ranging from outsourced market monitoring services and software, to strategic analysis and advisory.

Today, we are the preferred partner for organizations seeking to understand, compete and grow in international markets. Our industry expertise and coverage of over 100 countries enables our customers to make better informed decisions worldwide.

http://www.globalintelligence.com

About the Global Market Intelligence Survey

The Global Market Intelligence Survey looks into the current state of market intelligence activities in international companies and the perceived benefits, how market intelligence supports decision-making, and the anticipated future developments across geographical regions and industries.

The 2011 Global Market Intelligence Survey is the fifth in a series and involved 989 respondents in an online questionnaire in March 2011. Most of the questions were of multiple-choice format to facilitate quantitative analysis. Open questions were also included to add to the level of insight. English was used as the survey language in most countries, while translations to Czech, French, Japanese, Portuguese, Russian and Spanish were also in circulation in parts of Latin America, Europe and Africa.

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Laura Ääpälä-Lillrank