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Publication Date: 15 March 2011 ID Number: G00210613

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Key Issues for Emerging Markets, 2011
Luis Anavitarte
The emerging markets agenda provides insight and recommendations, unveiling market
characteristics and trends, so technology and service providers have elements on which
to base IT investment decisions. Our 2011 coverage also addresses selected end-user-
focused documents regarding China and India.

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TOPIC DESCRIPTION
The emerging markets agenda provides insight and recommendations, unveiling market
characteristics and trends, so technology and service providers have elements on which to base
their IT investment decisions. Our 2011 coverage will also address selected end-user-focused
documents regarding China and India.
WHY THIS IS IMPORTANT
Emerging markets have the highest growth rates in IT. To be successful, providers should realize
the differences between them, and also the differences within emerging markets themselves. The
agenda is focused on providing information to providers' executives in the following roles:
decision makers engaged in the international business side of their operations, product
development and management, marketing and market/competitive intelligence professionals,
business and strategic planning, R&D teams, and sales and channel executives.
KEY ISSUE DESCRIPTIONS
The emerging markets agenda is focused on providing insights and recommendations aimed at
understanding IT spending, trends and market opportunities at the enterprise and consumer
levels. We will continue our inside-out approach of analyzing countries and markets, including
notes on regulatory issues, such as in green IT and Brazil's IT innovation. Many of our analyses
will state if IT phases will follow those seen in mature IT markets, or if they will undergo different
paths to maturity.
Key Issue: Where are the growth opportunities in emerging
markets for my products and services? How do I attack them?
Our research will unveil key IT growth opportunities in selected emerging markets in Asia/Pacific,
Latin America, the Middle East and Africa, and Central and Eastern Europe. The selection of
topics responds to clients' interest and our analysis of markets and trends, such as continuing our
"smart cities" research and analysis. All documents will provide market insights and will present
recommendations on how to successfully address them. Research is distributed among the four
major IT areas of computing hardware, software, IT services and telecommunications.
Key Issue: What distribution strategies can open new market
segments or enable growth against established competitors?
In emerging markets, IT products and services and their distribution can be equally important. As
internal markets in developing economies keep expanding, the challenge of understanding how to
successfully reach and address "beyond Tier 1 cities" is greater and more prevalent. Should
vendors jointly work with partners' alternative models tailored to each market and truly move
away from one strategy fits all? Gartner's documents on distribution strategies and channels in
emerging markets will be expanded and reinforced with new fact-based research.
Key Issue: What are the technology adoption patterns in
emerging markets?
The rapid economic developments in many emerging markets suggest a shorter delta in the
adoption of latest IT versus mature markets; and also because developed economies have been
more cautious in their IT expenditures since the financial crisis erupted in 2008. Although, in most

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2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved.



cases, large enterprises will keep with 'business as usual' with their new IT acquisitions and
upgrades in 2011, small and midsize businesses (SMBs), exhibiting fewer legacies and
eagerness to compete in the marketplace are showing aggressive adoption patterns. Exceptions
to the rule always exist, and some technologies do have challenges in some emerging regions,
such as embracing cloud computing in Latin America in large and midsize organizations. In all
segments, consumer markets are demonstrating strong demand agility with penetration in some
countries above 50% of all IT expenditures. The agenda will continue unveiling behaviors, trends
and patterns in the marketplace toward latest technologies and services.
Key Issue: How do I address consumer and SMB buyers in
emerging markets?
Not all consumers are equal, and, consequently, differentiation must be understood and
addressed. Therefore, we will continue analyzing consumer markets with emphasis on socio-
economic profiles to facilitate not only market penetration, but also to suggest technology and
service providers with research and development. Our fact-based research will emerge from
substantial consumer surveys executed in more than 20 countries.
As market segments with phenomenal momentum in emerging markets, our research on SMBs
will expand strongly and will also be based on surveys. In close sync with Gartner's SMB team,
we will produce a series of documents covering Brazil, Russia, India and China. The main
objective of our 2011 BRIC series is to provide technology and service providers wi th elements
on how SMBs manage their IT spending to facilitate market expansion.
A most important variable in many developing economies is the difference between urban and
rural markets, which is becoming evident in India and Brazil in particular. Indeed, a strong
component of these countries' real gross domestic product is the consumer, and within it is the
increased demand of technology from outside traditional buying cities.
Key Issue: How do I craft technology, product, distribution and
support strategies for specific emerging markets?
A major challenge in the marketplace in emerging markets is to articulate a coherent cycle from
technology design to technology support once in hands of clients. All our 2011 emerging market
research will have this Key Issue embedded, such as with our planned IT country reports of
Mexico, Saudi Arabia and Poland. The nature of this Key Issue suggests that technology and
service providers must have an ongoing follow-up and analysis of the different research
documents that will be part of the emerging markets agenda in 2011.
Key Issue: How do I make IT decisions, given my specific
national requirements?
The agenda will address selected end-user-focused documents on China and India in 2011. A
close analysis of the demand on specific technologies and services will be critical, as this new
research will help user organizations in better planning their opening or expansion of existing
operations in these markets.
RECOMMENDED READING
Some documents may not be available as part of your current Gartner subscription.
"Emerging Market Analysis: Developing a Solid 2011 Market Growth Strategy in Emerging
Regions"

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2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved.



"Market Insight: 'Smart Cities' in Emerging Markets"
"Market Insight: Achieve Success Through Economies of Scale in IT Consumer Markets"
"Emerging Market Analysis: Q&A, Gartner's 2010 Vision of the BRIC Countries"
"Emerging Market Analysis: Maximizing Consumer Opportunities Within the Emerging Middle
Class"
"Emerging Market Analysis: IT, Turkey, 2010 and Beyond"
"Emerging Market Analysis: IT, Brazil, 2010 and Beyond"
"Emerging Market Analysis: IT, India, 2010 and Beyond"
"Emerging Market Analysis: IT, Russia, 2010 and Beyond"
"Emerging Markets: Watch for the Differences"
Key Issues
Where are the growth opportunities in emerging markets for my products and services? How do I
attack them?
What distribution strategies can open new market segments, or enable growth against
established competitors?
What are the technology adoption patterns in emerging markets?
How do I address consumer and SMB buyers in emerging markets?
How do I craft technology, product, distribution and support strategies for specific emerging
markets?
How do I make IT decisions, given my specific national requirements?

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2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved.



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