Get a quick overview of the latest stats and trends for the IT channel involving cloud computing, retail technology and Big Data.

1. CompTIA Research Roundup
Tim Herbert, VP Research & Market Intelligence
September 2012

2. Who We Are | What We Do
Education Advocacy
Certification Philanthropy

3. The CompTIA Research and Intelligence Portfolio
Technology Focused Research Market Vertical Focused Research
✓
 Security ✓
 Retail Sector
✓
 Mobility ✓
 Education Sector
✓
 Social Media Use in the Enterprise ✓
 Government Sector
✓
 Unified Communications and Collaboration ✓
 Legal Services Sector
✓
 Big Data / Storage ✓
 SMB Market
✓
 Cloud Computing ✓
 UK SME Market
✓
 Green IT ✓
 Healthcare Sector
✓
 IPv6
Channel Focused Research Workforce, Policy and Business Research
✓
 State of Channel Partner Programs ✓
 State of IT Skills Gaps
✓
 Managed IT Services ✓
 Youth Opinions of Careers in IT
✓ ✓
 2012 IT Industry Outlook
 Managed Print Services
✓
 Cloud Computing ✓
 Quarterly Business Confidence Index
✓
 Partnering Trends: Telecom and IT Channels ✓
 Employer Perceptions of IT Certifications
✓
 Operational Efficiency Whitepaper ✓
 Tax Policy Issues
✓
 Business Transformation Whitepaper ✓
 The Presidential Election and Tech Policy Issues
✓
 Warranty Fraud

4. On Tap for Today
Part 1: Big Data
Part 2: Retail Sector
Part 3: Cloud

5. The Big Picture
U.S. IT Industry Business Confidence Index
64
 Will the pattern of
62
Confidence Rating | 100=Highest Rating
volatility continue?
60
58  IT Industry has held up
56 relatively well thanks to
54 innovation
52
50
 CompTIA 2012 industry
forecast of 4.0% still on
48
track
46
44  IT execs most concerned
about demand, margins
and paralysis
Source: CompTIA 2012 IT Industry Outlook | Quarterly Business Confidence Index

6. Part 1: Big Data

7. Where to Start with the Topic of Big Data?
 Volume of world’s data doubling every
two years (source: IDC); data now
measured in zettabytes
 Unstructured data accounts for 90% of
the digital universe (source: IDC)
 Data increasingly important to
businesses of all types (net 87%
important rating)
 Two-thirds of executives agree to the statement, “If we could
harness all of our data, we'd be a much stronger business”

8. Silos Reduce Data Utility for Many Businesses
Degree of Data Silos Top 5 Consequences of Ineffectively
Managing/Using Data
Little or No High
Data Silos Degree of 1. Wasted time that could have
Data Silos been spent in other areas of the
16% business
28%
2. Inefficient or slow decision-
making / Lack of agility
3. Internal confusion over priorities
4. Reduced margins due to
56% operational inefficiencies
Moderate
Degree of 5. Inability to effectively assess
Data Silos staff performance

9. A Framework for Defining Big Data
Big Data Definition End User Familiarity with
A volume, velocity and variety of data that the Concept of Big Data
exceeds an organization’s storage or compute
capacity for accurate and timely decision- Familiar
making. (NET)
37%
63%
Unfamiliar
(NET)

10. Assessing How Companies Feel About Their
Data Capabilities
1 Currently Doing Well
1. Providing remote or mobile access to corporate data
2. Tracking/analyzing website traffic patterns
3. Search capabilities across organization's entire universe of data
4. Real-time analysis of incoming data
5. Assessing email marketing campaign effectiveness
2 Needs Work
1. Assessing email marketing campaign effectiveness
2. Customer profiling and segmentation analysis
3. Real-time analysis of incoming data
4. Predictive analytics to forecast sales and other trends
5. Metrics and Key Performance Indicators (KPIs)
3 Not Doing, But Want to Start
1. Pattern recognition
2. Data visualizations
3. Relationship analysis and testing (e.g. correlations, A/B testing)
4. Search capabilities across organization's entire universe of data
5. Providing remote or mobile access to corporate data

11. Meeting Tomorrow’s Data Storage Needs
Virtualization or deduplication strategies to
better utilize existing servers or storage 46%
solutions
Deploy more on-premise storage solutions 40%
Use extra capacity on existing
servers or storage solutions
37%
Increase usage of cloud-based
storage solutions already deployed
28%
Only 1 in 3 businesses
Begin using a new cloud-based storage solution 19% report having a
comprehensive BC/DR
plan in place.
Source: CompTIA’s Big Data Insights & Opportunities study
Base: 500 U.S. business and IT executives (aka end users)

12. IT Firms Begin to Build Out Their Big Data Offerings
Currently offering to customers
Plan to begin offering over next 12 months
Big Data Application Deployment 31%
or Integration services 12%
28%
Big Data Consulting or Advisory services
14%
Big Data Analytics (e.g. business 27%
intelligence, predictive analytics) 9%
Big Data Collection (e.g. facilitating the 26%
efficient collection of streams of data) 11%
25%
Big Data Storage and Management
12%
Source: CompTIA’s Big Data Insights & Opportunities study
Base: 435 U.S. IT companies

13. Big Data’s Long-term Outlook Mostly
Promising, but Some IT Firms See Many
Unknowns
Big Data Hyped at Appropriate Level Big Data Currently Over-Hyped
30% 39%
24%
7%
Hyped at the Hyped at the Over-hyped; Over-hyped;
appropriate level; appropriate level; long-term long-term
long-term outlook long-term outlook outlook still outlook very
still unknown very promising unknown promising
Source: CompTIA’s Big Data Insights & Opportunities study
Base: 400 U.S. IT firms

14. Part 2: The Retail Sector

15. Vertical Market Analysis: The Retail Sector
 It’s a big space!
 Historically, retail has been under-
invested in technology, but that
may be changing
 Innovation in many areas

16. What Keeps Retailers Awake at Night?
1 Finding/implementing more effective marketing strategies
2 Reducing costs/overhead
3 Improving staff productivity and capabilities
Better leveraging technology to improve
4 customer engagement and sales efficiency
5 Enhancing or refreshing product lines
Source: CompTIA’s Retailer Technology Adoption Trends study
Base: 500 U.S. retailers

17. And, What May Help Them Sleep Better?

18. Digital Signage – Not There Yet, but On Its Way
% Digital Signage Use or Capability
71% Sales or promotional announcements
46% Photo display (e.g. images of customers using various products)
38% Custom videos (e.g. tutorials, advice, customer testimonials, etc.)
35% Internet connectivity (e.g. to display store website, Facebook page, etc.)
31% Real-time product info (e.g. inventory quantities, product shipment dates, etc.)
30% Entertainment (e.g. TV or movie) to keep kids or others occupied while shopping
30% Touch screen display that allows customers to directly engage with the display
25% Product reviews from customers or third parties (e.g. Amazon, etc.)
18% App-enabled
Source: CompTIA’s Retailer Technology Adoption Trends study
Base: 500 U.S. retailers

19. Technology Changes the Nature of Payment
Direct sales via own website, using 47%
online processing and payment 20%
Accept orders via website 45%
that are processed offline 18%
Alternative POS payment 30%
processing, i.e. Square, PayPal 17%
Direct sales via a third party 24%
website, i.e. eBay, Amazon, Etsy 15%
19%
Self-service, in-store kiosk
15% Currently In Place
Mobile checkout via payment- 13% Plan to Deploy/ Adopt
enabled smartphones or tablets 19%
Source: CompTIA’s Retailer Technology Adoption Trends study
Base: 500 U.S. retailers

20. Retailers Rely Heavily on Email and Facebook
for Customer Engagement
Facebook page geared toward 65%
customer engagement 15%
62%
Email-based marketing campaigns
20%
Digital customer loyalty 31%
program (app-based) 27%
Blog geared towards 30%
customer engagement 23%
QR codes used in 25%
marketing material 26% Currently Utilizing
Geo-location initiative, 21% Planning to Use
e.g. Foursquare 28%
Social coupon initiative, 18%
e.g. Groupon 24%
Source: CompTIA’s Retailer Technology Adoption Trends study
Base: 500 U.S. retailers

21. Managed Services May Be a Good Fit for Many
Retailers, but Awareness is Low
Rating of Interest in the Concept Aspects of Managed IT Services
of Managed IT Services Most Appealing to Retailers
40%
1. Consistent and reliable IT operations
2. Lower total IT costs
23% 26% 3. More technical expertise
Very
8% Interested 4. Better security / loss prevention
28% 5. Proactive approach to IT
fixes, maintenance, etc.
17% 18% Interested
6. Greater staff productivity due to less IT
downtime
NET Neutral NET
7. Greater capacity to manage peak busy
Uninterested Interest
times (e.g. holiday season)
Source: CompTIA’s Retailer Technology Adoption Trends study
Base: 500 U.S. retailers

22. Part 3: The Cloud

23. Connecting the Dots: The Maturing Cloud

24. Cloud-Driven Changes Alter IT Departments
Change to existing IT policy/procedure 57%
New policy/procedure for cloud use 55%
Adapted monitoring/management tools 44%
Restructured IT department 33%
New monitoring/management tools 29%
Contracted with outside company
21%
(e.g. IT solution provider)
Reduction in number of IT staff 20%
Source: CompTIA’s 3rd Annual Trends in Cloud Computing study
Base: 415 U.S. IT or Business executives (aka end users) using cloud solutions

25. Cloud Procurement and Its Impact on the
IT-LOB Relationship
Involvement of IT Team in Cloud-Related Needs/Incidents
Cloud Procurement Requiring IT Team to Step In
Approved Consulted without  Cloud solution not working as expected
procurement 0 final approval
 Cloud solution required integration with
other business systems
48%  Cloud solution went down/unavailable
39%
 Security breach/data leak associated with
cloud solution
13%
Only informed/
Not involved
Source: CompTIA’s 3rd Annual Trends in Cloud Computing study
Base: 415 U.S. IT or Business executives (aka end users) using cloud solutions

26. Cloud Continues to Re-Make the Channel
2012 34%
Both sell and use cloud solutions 2011 41%
2010 15%
36%
Sell cloud services, but don't use internally 30%
22%
17%
End user of cloud only 16%
22%
14%
Not involved in cloud 13%
42%
Source: CompTIA’s 3rd Annual Trends in Cloud Computing study
Base: 279 U.S. IT channel partners

27. New Revenue Opportunities | Working to Offset
Costs and Challenges
Top 3 Service Attach Opportunities Top Costs/Challenges in
Garnered from Cloud Engagements Cloud Transitioning
1. Time/cost for training
2. Start-up investment (e.g.
Integration 54% tools, technology, marketing
, etc.)
3. Transition costs (including
Pre- and post-sales opportunity costs)
48%
consulting
4. Evaluating cloud vendors
Vertical
44%
customization

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