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2004-05 Germany SB IT Adoption-Based Segmentation Strategic Overview and Topline AssessmentProduct Type: Market Research ReportPublished by: AMI-Partners, Inc. Published: March 2005 Product Code: R149-335 Description Report: Strategic Overview and Topline AssessmentName of survey: Germany Small Business Survey Date of survey: Spring Country: Germany This report provides a management summary of AMI's 2004-2005 Germany small business IT adoption-based segmentation. AMI-Partners defines small businesses (SBs) as companies that have fewer than 100 employees, are non-residential and non-governmental organizations, and are not a franchise of a larger corporation. Small businesses span the demographic horizon, with a high degree of variability in terms of employee size, vertical market affiliation, geographic location, and business processes. In order to fully understand this complex yet rewarding market, a segment-based approach is required - one that facilitates the targeting of specific segments by focusing on their IT-adoption-based characteristics. AMI-Partners' long-term experience in analyzing small business market behavior has proven that the most actionable and distinguishable method of segmenting the SB market is by IT adoption. This is defined as a business's propensity to adopt, or absorb, IT solutions as a means to grow and manage the enterprise. High adopters of IT are those who embrace more advanced solutions (LAN, e-commerce, mobile PCs, servers, etc.), while low adopters are those who resist, or do not express a need (whether real or perceived) for more sophisticated IT products and services. By segmenting the SB market using an IT-adoption algorithm, AMI-Partners is able to accurately profile businesses across a spectrum of attributes, including business characteristics, decision making, attitudes, business processes, and IT usage - leading to actionable go-to-market strategy development. This report includes a comprehensive section on methodology that provides additional details regarding AMI's data collection and segmentation practices. Reference is made in the report to four discrete groups within the segmentation, called tiers, ranging from the highest IT adopters (tier 1), to the lowest adopters (tier 4). These four distinct segments are designated AMI Tier 1 SBs (Enterprise Adopters), AMI Tier 2 SBs (Early Adopters), AMI Tier 3 SBs (Value Adopters), and AMI Tier 4 SBs (Need-Help Adopters). Table of Contents Germany SB IntroductionGermany SB - Definitions by Type of Business Germany SB Segmentation Introduction AMI-Partners’ Market Segmentation Theory Actionable AMI Segmentation AMI-Partners Medium Business Segmentation Methodology AMI Segmentation Identifies Four Distinct SMB Tiers Germany SB Segmentation High-Level Segmentation Profiles Germany SB SegmentationOverview Report Tier 1 - Germany SB IT/Telecom Spending Overview Tier 1 - Germany SB Firmographics Overview Tier 1 - Germany SB Computing (Clients) Overview Tier 1 - Germany SB Software Overview Tier 1 - Germany SB Networking Overview Tier 1 - Germany SB Networking Overview Tier 1 - Germany SB Internet Overview Tier 2 - Germany SB IT/Telecom Spending Overview Tier 2 - Germany SB Firmographics Overview Tier 2 - Germany SB Computing (Clients) Overview Tier 2 - Germany SB Software Overview Tier 2 - Germany SB Networking Overview Tier 2 - Germany SB Internet Overview Tier 3 - Germany SB IT/Telecom Spending Overview Tier 3 - Germany SB Firmographics Overview Tier 3 - Germany SB Computing (Clients) Overview Tier 3 - Germany SB Software Overview Tier 3 - Germany SB Networking Overview Tier 3 - Germany SB Internet Overview Tier 4 - Germany SB IT/Telecom Spending Overview Tier 4 - Germany SB Firmographics Overview Tier 4 - Germany SB Computing (Clients) Overview Tier 4 - Germany SB Software Overview Tier 4 - Germany SB Networking Overview Tier 4 - Germany SB Internet Overview Germany SB Spending, Penetration and Budgets Germany SB Distribution of SBs by Segment Germany SB Vertical Industry Breakout by Segment Germany SB IT Spending Ratio Germany SB Key Technology Penetration Germany SB Key Technology Penetration Germany SB Average Annual Spending Per Business by Segment Germany SB Average Annual Spending Per Business by Segment (Continued) Germany SB IT/Telecom Spending Comparisons Germany SB Segment Profile - Tier Germany SB Segment Profile - Tier Germany SB Segment Profile - Tier Germany SB Segment Profile - Tier Germany SB Average Annual IT Budget (Self-Reported) vs. Actual IT Spending Per PC SB Germany SB Methodologies Germany SB Survey Process Germany SB SMBs Defined Germany SB Margin of Error Germany SB Sampling Pool by Type of Business Germany SB Demographics Germany SB Total Share of PC Enterprises by Segment Germany SB Demographics - Comparison Across Segments Germany SB Revenues - Comparison Across Segments Germany SB Typical Distribution of Suppliers and Vendors Germany SB Use of Electronic Billing/Invoicing Germany SB Employee Benefits Germany SB Retirement Plans Offered Germany SB Business Processes - Accounting/Payroll Overview Germany SB Attitudes and Decision Making Germany SB Attitudes: Importance of Internet for Various Business Functions Germany SB Attitudes: Importance of Software Applications and Services Germany SB Attitudes: Importance of Connectivity, Storage and Security Products and Services Germany SB Attitudes: Importance of Services, Training and Outsourcing Germany SB Attitudes: Purchase Preferences Germany SB Purchase Decision Making: Level of Involvement for IT/Telecom-Related Purchases Germany SB Impact of Various Information Sources Used for Awareness and Information Gathering for IT-Related Products & Services Germany SB Computing Germany SB Overview of Computing-Related Spending Germany SB Computing-Related Penetration Germany SB Average Annual Computing Components Spending Germany SB Computing - Computing Hardware (Clients) Germany SB Computer Ownership and Installed Base Germany SB Average Computers Purchased and Total Shipments Germany SB Computer Shipments (Purchased Last 12 Months) - Year to Year Comparison Germany SB Trends in Ownership of Desktop PC Brands Germany SB Trends in Ownership of Portable PC Brands Germany SB Planned Computer Purchases - Next 12 Months Germany SB Computing - Imaging and Printing Germany SB Average Annual and Total Market Spending on Printers, Printer Supplies and Peripherals Germany SB Printer Ownership and Installed Base Germany SB Current and Planned Printer Overview Germany SB Trends in Printer Brands - Currently Used Germany SB Trends in Printer Brands - Purchased in Last 12 Months Germany SB Trends in Printer Brands - Plan to Purchase in Next 12 Months Germany SB Peripherals Ownership Among SBs Germany SB Software Germany SB Overview of Software Spending Germany SB Trends in Use of PC Operating Systems Germany SB Current vs. Planned Software Applications Usage - Productivity/Business Admin/Utilities and Finance/Accounting Germany SB Current vs. Planned Software Applications Usage - Specialized Applications Germany SB Planned PC Application Usage: New Users Germany SB Software (Productivity, OS, Databases, Utilities) Spending Overview Germany SB Primary Accounting Method Germany SB Payroll Processing Germany SB Accounting Software Snapshot Germany SB Hosted Applications On-Demand Snapshot Germany SB Current and Planned Hosted/On-Demand Applications Germany SB Enterprise Software: CRM Snapshot Germany SB Enterprise Software: ERP/SCM Snapshot Germany SB Trends in Use of Network Operating Systems Germany SB Average Annual Networking Software Spending Germany SB Frequency of Purchasing Non-Bundled Software Germany SB Frequency and Methods of Software Acquisitions Germany SB Factors Impacting Purchase/Upgrading Software Germany SB Servers and Networking Hardware Germany SB Servers Germany SB LAN and Server Penetration Germany SB Server Installed Base Germany SB Average Annual LAN Server Spending Germany SB Server Brands Overview Germany SB Networking Hardware Germany SB Overview of Networking Hardware Spending Germany SB Networking-Related Technologies/Services Penetration Germany SB Average Annual Networking-Related Spending per SB Germany SB Number of PCs Currently Connected and Plan to Connect to LANs Germany SB Networking Technology Penetration: Wireless LAN, Voice Over IP (VoIP), and Computer Telephony Integration (CTI) Germany SB Networking Products/Brands - SBs That Purchased Networking Products in Last 12 Months Germany SB Networking Products/Brands Purchased in the Last 12 Months Germany SB Storage Germany SB Overview of Storage Spending Germany SB Storage Technologies: Data Storage and Back-up Solutions Germany SB Storage Technologies: Network Storage Products/ Solutions Germany SB Storage Spending by Technology Germany SB Average Data Storage Capacity Germany SB Top Storage Brands Germany SB Factors Impacting Data Storage Requirements & Capabilities Germany SB Security Germany SB Overview of Security Spending Germany SB Security Technologies/Services Penetration Germany SB PC-Based Security Software Penetration Germany SB PC-Based Firewalls Germany SB Current and Planned Use of VPNs Germany SB Network-Based Firewall Deployment Germany SB Service and Support Germany SB Overview of Service and Support Spending Germany SB Total Share of Enterprises vs. Total Spending on Outsourced Business Services Germany SB Spending for Outsourcing of Business Functions Germany SB Average Annual IT Budget Germany SB IT-Related Services Usage Germany SB Technology Management Across Locations Germany SB Number of Full-Time IT Service and Support Employees Germany SB Computing Service and Support (via 3rd-Party Vendors) Spending Overview Germany SB Annual Custom Software Spending Overview Germany SB Average Annual Networking Service and Support Spending Germany SB Channels Germany SB Channel Share (Normalized) for Computer Purchases by Segment Germany SB Channel Usage Breakout for Computer Purchases by Segment Germany SB Channel Share (Normalized) for Printer Purchases by Segment Germany SB Channel Usage Breakout for Printer Purchases by Segment Germany SB Channel Usage Breakout for Software Purchases by Segment: Productivity/Utilities and Finance/Accounting Germany SB Channel Usage Breakout for Software Purchases by Segment: Business Process Automation and Industry Specific Applications Germany SB Channel Usage Breakout for Current Networking Products by Segment Germany SB Internet Germany SB Overview of Internet-Related Spending Germany SB Internet-Related Technologies/Services Penetration Germany SB Average Annual Internet-Related Spending Per SB Germany SB Internet - Internet Access Germany SB Internet Snapshot Germany SB Leading Internet Service Providers Germany SB Current Adoption of High-Speed Access Lines Germany SB Current and Planned Applications and Business Processes Used Via the Internet Germany SB Current and Planned Applications and Business Processes Used Via the Internet Germany SB Online Purchasing Overview Germany SB Products Purchased Over the Internet Germany SB Internet - Web Sites Germany SB Web Site Penetration Germany SB Average Annual and Total Market Spending on Web Sites Germany SB Web Site Features Germany SB Top Five Planned Web Site Features Germany SB Web Site Hosting: Web Server Location Germany SB Web Site Hosting Providers Germany SB Penetration of e-Commerce Sites Germany SB Use of e-Commerce Transactions Germany SB Use of e-Commerce Functions and Revenues Germany SB Average Annual Spending on Intranets Germany SB Intranet Penetration Germany SB Telecommunications Germany SB Overview of Telecommunications Spending Germany SB Telecommunications-Related Technologies/Services Penetration Germany SB Average Monthly Telecom Spending per PC SB Germany SB Number of Current and Planned Telephone Lines Germany SB Local/Long Distance Communications Service Usage Situation Germany SB Likelihood of Switching to Single Telecom Provider Germany SB Local and Long Distance Telecom Service Provider Overview Germany SB Phone System Brands - Current and Planned Germany SB Length of Time Using Current Phone System or Centrex/IP Centrex Service Germany SB IP Phone Terminals Penetration Germany SB Telephony Equipment and Services Spending Germany SB Wide Area Networking (WAN) Deployment Overview Germany SB Appendix Germany SB - Channel Partners Definitions Germany SB - Acronyms Germany SB - Glossary |
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