target audience: TECH SUPPLIER Publication date: Nov 2023 - Document type: Market Presentation - Doc Document number: # AP50343423
IDC Playbook Tech Sales Leaders: The Digital Business Opportunity for Software-As-A-Service Application Providers
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Abstract
This IDC Playbook for Tech Sales Leaders provides a concise current state view of the Asia/Pacific (including Japan) (APJ) software-as-a-service (SaaS) market, along with insights into digital business trends and guidance for account strategies. Tech sales leaders in the software application segments can use this information when seeking clarity about client buying criteria and impact of business transformation trends on enterprise and application development and deployment applications.
Business transformation using technology to compete is top of mind for CEOs and C-suite executives as 79% of APJ CEOs plan to increase tech spend to develop platform capabilities and digital use cases that enable digital revenue growth. To this end, technology buyers require SaaS providers to co-innovate digital use cases built upon a simplified IT core. Buyers are building business platforms and digital capabilities that scale and accelerate time to value. This includes generative AI capabilities to improve productivity and enhance competitive differentiation. As such, APJ SaaS applications are expected to grow by about 25% per annum between 2022 and 2027, with the application development and deployment app market becoming the fastest growing segment, growing to reach US$47 billion by 2027.
"In the digital business era, sales leaders of SaaS providers must go beyond software products to sell on business outcomes," says Lawrence Cheok, associate research director, IDC Digital Business Strategies. "To this end, leading SaaS providers are banking on generative AI use cases and unified data ecosystem propositions to reduce the complexity in buyers’ software stack and enable faster innovation," he adds.
The analysis in this report is based on results from IDC's 2023 Worldwide CEO Sentiment Survey, 2022 Worldwide C-Suite Sentiment Survey, 2022 Digital Executive Sentiment Survey, 2023 Worldwide Generative AI Assessment, Readiness, Commitment Survey, 2022 Worldwide Future of Digital Innovation Sentiment Survey, and 2023 Worldwide Future of Work Survey.