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Pre- and Post-Purchase Promotional Demands, 2025: How Shifting Consumer Sentiment Is Shaping Next-Gen Opportunities for Brands and Their Adtech/Martech Partners

Roger Beharry Lall, Ornella Urso — Thu, 11 Sep 2025 04:00:00 GMT

This IDC Survey highlights the results of IDC’s recent Consumer Sentiment Survey, which focuses on consumer engagement and marketing and advertising dynamics. It highlights how evolving pre- and post-purchase expectations are creating new opportunities for brands and their technology partners. Based on responses from 1,265 consumers across 8 countries, the research surfaces critical shifts in shopping behaviors while exposing gaps that innovative vendors can address.

This document finds major disconnects between current martech capabilities and consumer needs, from ineffective personalization to underperforming retail media networks. At the same time, these shortcomings represent clear avenues for growth. Consumers show strong receptivity to emerging technologies such as shoppable connected TV advertising and immersive AR/VR experiences, especially when they enhance convenience and engagement.

Key findings underscore the rising importance of trust-based first-party data collection, seamless omni-channel experiences, and authentic personalization. Frustration with today’s offerings is accelerating demand for next-generation solutions in areas like AI-driven discovery, social commerce integration, and privacy-enhancing technologies — positioning forward-thinking adtech and martech providers to capture the next wave of market growth.

T-Mobile Announces SuperMobile, Strengthening Service Reliability for SMBs Through Intelligent Connectivity

Jason Blackwell — Mon, 08 Sep 2025 04:00:00 GMT

T-Mobile announced a new product, SuperMobile, designed to take advantage of 5G network slicing to deliver prioritized, intelligent connectivity for business mobile lines. SuperMobile also integrates security services and can leverage satellite connections when necessary.

Market Analysis Perspective: Japan Enterprises and SMB IT Spending Trends, 2025

Hitoshi Ichimura — Thu, 21 Aug 2025 04:00:00 GMT

本IDC Market Analysis Perspective（MAP）は、国内IT市場における産業分野別、企業規模別（従業員規模別／年商規模別）の2025年の市場動向、および2026年～2029年の予測を提供する。

また、ユーザー企業のIT支出予算動向、Generative AI（生成AI）などソリューションの利用動向、デジタルビジネスの推進動向に関する調査結果も併せて提供している。IDCでは、国内IT市場に関する産業分野別および企業規模別、地域別のIT支出動向の調査レポートを年間情報提供サービスとして提供している。このサービスでは、産業分野別、企業規模別、地域別での市場動向と市場規模を調査、分析している。加えて、SMB（Small and Medium-sized Business：中堅中小企業、従業員規模999人以下）、および大都市圏以外の地域（北海道／東北地方、北陸／甲信越地方、中国／四国地方、九州／沖縄地方）における第3のプラットフォームソリューション支出、デジタル化、デジタルビジネス推進動向ならびにITサプライヤー、地場のSIer、販売代理店の支援状況について重点的に調査、分析を行っている。

IDC MarketScape: Worldwide AI-Enabled Travel and Expense Applications for Midmarket 2025 Vendor Assessment

Kevin Permenter, Jordan Steele — Tue, 05 Aug 2025 04:00:00 GMT

This IDC study provides an assessment of the leading AI-enabled travel and expense software solutions and discusses the criteria that are most important for companies to consider when selecting a system.

"As you scale, complexity shouldn't be a cost center. Generative AI offers midmarket businesses the smart automation and deep insights needed to control T&E without sacrificing agility or employee experience," says Kevin Permenter, senior research director, Financial Applications at IDC.

IDC MarketScape: Worldwide AI-Enabled Travel and Expense Applications for Small Business 2025 Vendor Assessment

Kevin Permenter, Jordan Steele — Tue, 05 Aug 2025 04:00:00 GMT

"In the global labyrinth of enterprise travel and expense, generative AI emerges as the strategic compass, providing the control, optimization, and unprecedented insight needed to navigate complexity and drive significant value," says Kevin Permenter, senior research director, Financial Applications at IDC.

T-Mobile's 2Q25 Earnings: The Uncarrier's Secret Sauce Delivers the Results While Getting Ready to Incorporate New Ingredients

Jason Leigh — Tue, 05 Aug 2025 04:00:00 GMT

On Wednesday, July 23, T-Mobile announced its second quarter earnings results, reporting total revenue of $21.1 billion in 2Q25, up 6.9% YoY. The strong financial performance was driven by a 9.1% YoY gain in postpaid service revenue, which reached $14.1 billion. Prepaid service revenue grew 2.0% YoY, though off the YoY pace from the last three quarters that saw ~10%+ YoY growth.

T-Mobile saw its fourth consecutive quarter of equipment revenue gains, with 2Q25 revenue up 10.7% YoY. That also marks the third quarter in a row of double-digit gains. That comes despite the company's postpaid upgrade rate falling to 2.5% from 2.8% in the preceding quarter.

European SMBs' Digital Maturity and Telecom Services Usage Patterns

Daniela Rao — Tue, 29 Jul 2025 04:00:00 GMT

This IDC Survey presents key results from IDC's European Small Medium Business Data-Driven Strategy Survey, 2025. It provides insights into the attitudes and plans of European small and medium-sized businesses toward their business and IT priorities, challenges, and telecommunications services.

The survey was conducted among senior IT and telecom decision-makers from companies with 1–250 employees throughout Europe and across different verticals. It includes organizations using fixed and/or mobile telecommunications lines registered as business contracts.

2025年国内IT市場 SMB、地域別における第3のプラットフォーム市場、デジタルビジネス向けIT支出動向分析

Hitoshi Ichimura — Fri, 25 Jul 2025 04:00:00 GMT

本調査レポートは、国内企業における第3のプラットフォームの利用動向、およびデジタル化、デジタルビジネスの取り組みの動向に関して、従業員規模別と地域別で比較、分析したものである。まず、2025年4月に実施した国内企業のCIO（Chief Information Officer）や情報システム部門長、それに準じる管理者を対象としたユーザー調査結果を分析し、従業員規模別、地域別のデジタル化／デジタルビジネスの取り組み、ならびにエコシステム推進に関する動向を検証する。また、国内第3のプラットフォーム市場の従業員規模別、地域別予測データのほか、従業員規模別、地域別のデジタル化、デジタルビジネス推進の展望も提供する。

各企業で抱える人材不足の課題の深刻化によって、SMB（Small and Medium-sized Business：中堅中小企業、従業員規模999人以下と定義）ならびに大都市圏以外の地域の企業でクラウドシフト、AI（Artificial Intelligence：人工知能）（Generative AI（生成AI）を含む）の活用など最新テクノロジーの採用、デジタル化／デジタルビジネスの取り組みに着手している。また、大企業を中心としたエコシステムへの参画が契機となり、クラウド、IoT（Internet of Things）、AIなどの採用を行うケースも増加している。したがって、「ITサプライヤーはエコシステム参画を模索する企業に対して、デジタル化、デジタルビジネス推進の機運と捉え、エコシステムの中核となる企業と連携したエコシステム参画支援ソリューション整備を提供するなど積極的な支援を行うことが求められる」とIDC Japan、Verticals & Cross Technologiesのシニアリサーチマネージャーである市村仁は述べている。

10 Key Partnering Ecosystem Trends

Stuart Wilson, Andreas Storz — Wed, 23 Jul 2025 04:00:00 GMT

This IDC Market Presentation highlights 10 key trends that IDC believes will shape the partnering world in 2025 and beyond.

Worldwide SMB Cybersecurity Outlook, 2025

Elisabeth Clemmons, Katie Evans — Wed, 23 Jul 2025 04:00:00 GMT

This IDC Survey provides an overview of current and planned cybersecurity investments by SMBs worldwide by company size and geographic region. It features trends in SMB cybersecurity from 2022 to 2025 and breaks down security spending by type: hardware, software, security appliances, and SaaS. It explores current and planned investments in a range of endpoint security capabilities as well as in data backup, data protection, and disaster recovery solutions.