We developed a market segmentation model to enable a global IT solutions vendor to execute its go-to-market investment strategy for its IT aaS solutions

The problem

• Our client, a global OEM¹ and IT solutions vendor, wanted to assess the market opportunity for its IT as-a-Service (aaS) portfolio. It sought to better understand the market size and growth potential in various verticals and channels to optimise the return on investment of its product roll-out 

The solution

• To estimate the client’s market opportunity, we:
  • leveraged Analysys Mason’s SMB² Technology Forecaster vertical and routes-to-market (RTM) models to develop a custom total addressable market (TAM) for 15 unique product categories
  • created an integrated model combining technology spending by19 verticals through 5 channels using statistical modelling and applied in-house knowledge from our proprietary SMB technology surveys which include insights on SMBs' buying behaviour at an industry level, i.e. current usage and future plans
  • conducted research to validate category-specific insights and growth drivers

Figure: Illustrative segmentation for spending on IT aaS

The result

• We developed market size estimates and forecasts for the client’s 15 solutions across 17 target markets, 14 business segments, 19 verticals and5 channels (routes to market). The custom model delivered insights into the preferred purchase channels for each industry at all levels of granularity
• The client leveraged Analysys Mason’s custom model and advisory support to build its go-to-market strategy. The insights were used to make product roll-out investment decisions around key industry and channel segments

¹ Original equipment manufacturer; ² Small and medium-sized businesses