The Mid-Market In It Services: Vendor Strategies

Publication Date	March 2007
Publisher	Ovum
Product Type	Report
Pages	21
ISBN Number	not applicable
Product Code	OVM00284

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Summary

Ovum recently undertook a series of research interviews with suppliers to the UK software and IT services market. Our intention was to understand their various strategies for addressing the mid-market opportunity and to assess which approaches work best. In this report we present our findings and our view of the best ways to tap into the mid-market.

Content

Key findings and context
Key messages for established mid-market players
Key messages for new entrants
Is there a mid-market opportunity?
What is a mid-market enterprise?
The squeeze at the top, the pull at the bottom
Serving the mid-market's needs
Addressing the market: strategy analysis
Remodelling enterprise offerings
Productisation: a more simple and efficient sell?
Playing the global sourcing card
Where channel strategies work
The size and culture effect
Table of figures
- Figure 1 The channel: avoiding the barrier to the upsell
- Figure 2 Examples of what complementary cultures mean in practice
- Figure 3 Creating an autonomous unit