[GPATS 2013 ] Bernd FRIEDRICH and Milena SEIBOLD - Measuring the IT Industry Globally   the itib approach v0.4
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  • Germany is among the few countries cooperating with low- and middle-income countries in building vibrant IT industries as part of their economic development strategies. Vibrant IT sectors spur overall economic growth, increase in exports and investments—thereby creating employment, increase productivity, innovation and competitiveness in almost all other sectors. A vibrant IT sector also makes a valuable contribution to the image and branding of a country.In 2010/11, we, on behalf of German government, have developed a widely-adopted integrated approach to IT sector promotion in low- and middle-income countries, which contains a toolbox with 32 tools, among them the IT Industry Barometer. The purpose of this tool is to monitor & evaluate the performance of local IT industries in order to allow for informed decision making and better planning as well as for more effective lobbying with government institutions. It has been used in a number of countries through their respective IT associations (Bulgaria, Macedonia, Guatemala, Honduras, El Salvador).The German Federal Ministry for Economic Cooperation and Development published a position paper on ICT in 2013, which stresses the important role of IT industries for economic and social development.
  • What’s the value of this initiative to WITSA?Ability to improve member services—and thus value to its members—which require accurate and comprehensive data on the global importance of the IT sector and on related global and regional trends.Enhanced understanding of the composition of the IT industry and its economic impact.Improved ability to prioritise WITSA's policy advocacy activities at the international level on behalf of its members, based on accurate and comprehensive informationExpanding WITSA’s global relationships, as well as recognition and branding of WITSA as the global voice of the IT industryInternationally recognised annual flagship publication on global IT industry data and trendsWhat’s the value of this initiative to individual WITSA members?Better basis for providing targeted services to association members.Better basis for interacting with governments for policy advocacy purposes.Better basis for marketing domestic IT industries overseas.
  • In preparation of the UNCTAD Information Economy Report 2012 on the Software Industry and Developing Countries, a joint UNCTAD-WITSA survey of IT/software associations was conducted in Mar/Apr 2012 on the opportunities and barriers for local IT industries. The survey found that only 2/3 of the responding associations surveyed their members regularly and almost half of them do so at least annually. Results, however, can barely be compared across countries—if at all.With a view to enhancing wider availability of internationally comparable data, the IER stressed the importance of involving the IT industry itself and featured the ITIB as a potentially useful platform and tool to produce detailed and comparable data on the IT sector on a global level. WITSA, through its members, could facilitate the utilization of the barometer.Based on these findings GIZ, UNCTAD and WITSA held some discussions in early 2013 on joining forces aiming at developing a common approach for collecting standardized and comparable data on national IT sectors.
  • I am pleased to inform you that a draft concept is now available. It covers all aspects of measuring the IT industry globally through WITSA member and possibly non-member associations, of which 2 have already cooperated in the joint working group (BASSCOM, MASIT). Incorporating non-members expands data collection beyond WITSA, thus extending WITSA’s reach.
  • It’s not enough to think about what data to collect, but a host of questions is related with the implementation of a survey. Survey includes questions on the following six topics:General Company InformationStatisticsHuman ResourcesResearch & Development / InnovationExternal Factors, Barriers, and TrendsComments / Suggestions
  • WITSA (or an external central body that reports directly to WITSA (e.g., a external research partner)) assumes responsibility for survey design, analysis, and report as well as central coordination of the ITIB process.WITSA centrally coordinates the work of the national associations and the external research partner (i.e. control overall process, consolidate data) The regional associations are not involved in the operational ITIB process. There tasks would be limited to informing their members and promoting the ITIB).
  • A central ITIB Steering Committee with representatives from UNCTAD, WITSA and regional associations assumes responsibility for survey design, analysis, and report and coordinates the ITIB process centrally.The Steering Committee coordinates the work of the national associations in the context of the ITIB and consolidates the data received from them. All levels are involved in operational ITIB process.
  • Although the Censo and the ITIB have slightly different objectives, we will consolidate the two surveys into one globally applicable survey tool.However, some work still needs to be done to get there and Germany is willing to further support activities in this direction.
  • The joint working group has requested the full backing and endorsement of the WITSA Board of Directors and the WITSA Secretariat. We would welcome a decision by the WITSA Board of Directors to endorse our plans with regard to:1) Finalizing the concept targeting a globally applicable survey, evaluation and reporting instrument; and2) Once this is done, encouraging members to join periodic dataThe tool will only become truly powerful if we can secure the active participation of all WITSA members to obtain a good response rate from IT companies.

Transcript

  • 1. Measuring the IT Industry Globally The ITIB Approach (IT Industry Barometer) WITSA GPATS 2013 Sao Paulo, Brazil Bernd FRIEDRICH Milena SEIBOLD Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) Capgemini Consulting Page 1
  • 2. The Presenters Bernd Friedrich Milena Seibold Head of Sector Project ICT for Development Deutsche Gesellschaft für internationale Zusammenarbeit (German Agency for International Cooperation) Senior Consultant at Public Sector Consulting Team Capgemini Consulting Education Education University Diploma in Business Administration (Freie Universität Berlin) MSc in International Politics (University of London) Experience Experience Expert on ICT and information society policy development, ICT strategy management, IT governance, program and project management, electronic government, system analysis and design, institutional development, business process management with 25 years of professional experience Several years professional experience in public sector consulting, including digital strategy and transformation projects, e-government, modernization projects in public agencies, process reorganization and digitization, project management, change management Page 2
  • 3. Contents  Benefits of a Monitoring and Evaluation Tool  History and Current Project Status  Contents of the IT Industry Barometer (ITIB) Concept  Key Facts on the IT Industry Barometer (ITIB) and ALETI Census  Outlook Page 3
  • 4. Importance and Benefits of a Standardized Global M&E Tool for the IT-Sector The lack of consistent data on the IT industry emphasizes the need for a standardized global M&E tool Situation & Challenges IT associations, international organizations, and governments deplore the lack of reliable and comparable data on the IT sector in low- and middle-income countries:  Lack of official data: Few countries compile official data on the composition, capabilities, and size of the IT sector  Global disparity of existing data: Existing data on the IT sector is inconsistent making international comparison of data impossible  Different focus of private analyst data: Data published by private market research companies focus on a demand-side perspective and tend to be expensive Need for a standardized global monitoring and evaluation (M&E) tool for the IT-Sector Benefits A standardized global M&E tool yields benefits for all stakeholders:  WITSA ‒ Enhanced branding of WITSA as a global voice of the ICT industry ‒ Enhanced understanding of the IT industry and impact of IT globally ‒ Improved ability to engage in policy advocacy activities at the international level ‒ Ability to improve member services  IT associations ‒ Improved insights in specific needs of their members ‒ Support and services tailored to those needs ‒ Improved ability to engage in policy advocacy activities domestically  IT companies ‒ Timely identification of relevant trends in the IT industry (“Early-warning system”) ‒ Improved benchmarking domestically and against IT industries of other countries  Policy makers ‒ Enhanced basis to assess the economic impact of the IT sector ‒ Improved evidence for policy design and targeted sector promotion ‒ Accurate and up-to-date information for monitoring purposes Page 4
  • 5. Contents  Benefits of a Monitoring and Evaluation Tool  History and Current Project Status  Contents of the IT Industry Barometer (ITIB) Concept  Key Facts on the IT Industry Barometer (ITIB) and ALETI Census  Outlook Page 5
  • 6. History and Current Project Status The IT Industry Barometer (ITIB) traces back to 2011 and has gained increased momentum in 2013 through the joint GIZ-UNCTAD-WITSA initiative Timeline 2011 2013 2012 History September October November Current Project IT Toolbox development by GIZ UNCTAD Information Economy Report  Development of an integrated approach to IT sector promotion in low- and middle-income countries  Development of a toolbox that includes the IT Industry Barometer (ITIB)  Implementation of a survey among IT associations to assess their involvement in industry data collection  Insight that less than half survey their own members regularly Next Steps 2013 Joint session at WSIS +10 Meeting in Paris  Origin of joint GIZUNCTAD-WITSA initiative to Improve Access to Data on the Information Technology Sector  Agreement to develop an approach to collect standardized and comparable data on IT sectors collaboratively Establishment of joint working group  Mobilization of project partners from ALETI, WITSA, UNCTAD, BASSCOM, MASIT, STIKK  Briefing of project partners and establishment of a project infrastructure Needs assessment  Phone interviews with all stakeholders to retrieve input on expectations, experiences and good practices ITIB concept development  Analysis of existing IT Industry surveys, incl. those of ALETI, BASSCOM etc.  Examination of relevant statistical concepts, incl. ISIC Rev. 4, Core ICT Indicators, EITO, Gartner, IDC etc.  Development of draft survey  Drafting of concept paper Concept presentation and discussion at GPATS  Presentation of concept key contents  Discussion of aspects such as organizational setup, sponsorship, and funding Finalization of the concept of the ITIB (final version) ‒ Review and finalization of the concept ‒ Development of an operational plan for implementation/rollout of the ITIB Page 6
  • 7. Contents  Benefits of a Monitoring and Evaluation Tool  History and Current Project Status  Contents of the IT Industry Barometer (ITIB) Concept  Key Facts on the IT Industry Barometer (ITIB) and ALETI Census  Outlook Page 7
  • 8. The ITIB Concept The IT Industry Barometer (ITIB) concept covers all aspects for measuring the IT industry globally Analysis of Statistical Concepts Data Modules (Survey Structure) IT Industry Barometer Concept  Overview of the statistical environment  International standards  Survey structure  ITIB questionnaire Data Analysis  Organizational requirements  Results and output of data analysis Organizational Structure and Processes  Proposed organizational set-up  Process models Requirements of an Internet-Based Survey  Analysis of ITIB requirements of an online survey  Comparison of existing internet-based survey tools Data Security  Introduction of data security concept  ITIB processes relevant to data security Page 8
  • 9. ITIB Concept – Data Analysis The chapter analyzes the capabilities required and proposes an organizational solution Data Analysis  Data analysis is the process where data are organized, reviewed, verified, and interpreted.  Can be carried out either internally or by an external provider  Basic steps in the data analysis process include: 1 Recommendation for Data Analysis within ITIB     Several countries / local IT associations lack internal financial resources Decentralized data analysis on the local level implies the risk of inconsistencies Currently there is no internal market research department for ITIB in place Hiring external analysts for data analysis might be less expensive than building internal resources and allows the organizations to focus on its primary business activities  The only downside, the lack of credibility and control can be reduced by establishing a central ITIB Steering Committee that is briefing, supervising and managing the external research provider Data Preparation 2 Data Analysis 3 Data Presentation For the purposes of the ITIB, a central coordination of data analysis conducted by an external provider is recommended. Page 9
  • 10. ITIB Concept – Organizational Structure Centralized Organizational Structure Global WITSA (Regional VPs) Cooperation Coordination on global level External Partner Regional Southeast European Associations ALETI … National Sofex (Guatemala) Cessi (Argentina) Assespro (Brazil) + 18 further associations BASSCOM (Bulgaria) MASIT (Macedonia) STIKK (Kosovo) Further associations … Roll-out and operational responsibility on national level Page 10
  • 11. ITIB Concept – Organizational Structure Hybrid Organizational Structure UNCTAD WITSA (Regional VPs) Global Central coordination with representatives from global & regional levels ITIB Steering Committee Representatives of UNCTAD + WITSA (Regional VPs) + Regional Associations Regional Southeast European Associations ALETI National Sofex (Guatemala) Cessi (Argentina) Assespro (Brazil) + 18 further associations BASSCOM (Bulgaria) MASIT (Macedonia) … STIKK (Kosovo) Further associations … Roll-out and operational responsibility on national level Page 11
  • 12. ITIB Concept – Data Security The section examines data security and proposes measures to mitigate potential risks Data Security in the Survey Process Data Security Data security risks can occur at various stages in the survey process: Data Security is concerned with safeguarding an organization‘s data from unauthorized access, use, modification or destruction and aims at protecting and ensuring the confidentiality, integrity and availability of information. Data Collection ‒ ‒ ‒ Integrity ‒ ‒ Availability Confidentiality ‒ ‒ Data Analysis Data Use Respondent Identity Protection: Answer questionnaires anonymously Question Wording & Response Options: Questions that ask for ranges rather than exact numbers Access Management: Limit access to ensure that only entitled users can view / edit data Data Storage & Retention: Store data on a reliable platform that is protected from external access Selection of and Contractual Provisions with Data Analysis Vendor: Select vendor carefully and negotiate contractual clauses that penalize breaches of data security if data analysis is carried out by external provider Definition of Survey Output: Only allow publication of aggregated survey output Distribution of Results: Define how and to whom results will be distributed Page 12
  • 13. ITIB Online Demo Version Page 14
  • 14. ITIB Online Demo Version Page 15
  • 15. Contents  Benefits of a Monitoring and Evaluation Tool  History and Current Project Status  Contents of the IT Industry Barometer (ITIB) Concept  Key Facts on the IT Industry Barometer (ITIB) and ALETI Census  Outlook Page 17
  • 16. Key Facts on the ITIB and ALETI Census Both the ALETI Census and the IT Industry Barometer (ITIB) have been used in the field ALETI Census ITIB  Comprehensive census of the IT landscape in a given country; a „Census“ in the true sense of the word What is it  Comprehensive overview of IT landscape in a country  Development of an IT company directory  B2B match-making Objectives  Monitoring and evaluation tool  Identification of IT trends in a country  Targeted policy design and IT sector promotion based on findings Additional countries:  Bulgaria (BASSCOM, BWA): 5  Kosovo  Guatemala (Sofex, Digital GT): 2  Albania  Honduras (AHTI): 2  Bosnia and Herzegovina  El Salvador (ASETI): 2  Serbia  Macedonia (MASIT): 1  Montenegro  Brazil Census (2012): 1  ALETI Census (2013): ‒ In implementation in all 17 ALETI member countries ‒ Covering 850 member companies ‒ 555 complete data sets Countries & Number of Successful Implementations  Focus on software and IT services Industry Focus of the Survey  Focus on whole ICT industry (incl. telecommunications); but the majority of the companies come from the IT services and software sector Target Group  Very broad target group including member companies, policy makers and academia Tools  Tools used for Data Collection: QuestionPro or dynamic PDFs  Tools & Providers used for Data Analysis: Excel  Member companies of IT associations and clusters, public actors (ministries and agencies), donor organizations, the media, and the public  Tools used for Data Collection: SurveyMonkey  Tools & Providers used for Data Analysis: Market research software specifically developed by MBI, official sponsor of the Census  Spanish  Portuguese Languages  English  Spanish Page 18
  • 17. Contents  Benefits of a Monitoring and Evaluation Tool  History and Current Project Status  Contents of the IT Industry Barometer (ITIB) Concept  Key Facts on the IT Industry Barometer (ITIB) and ALETI Census  Outlook Page 20
  • 18. Outlook GPATS is crucial in shaping the future of the initiative Review Cycle (End of Oct)  International working group collaboratively drafts ITIB concept Presentation at GPATS (Mid Nov)  ITIB concept draft serves as a basis for discussion at GPATS Next Steps (After GPATS)  Next steps in the ITIB project will be based on the results of discussions at GPATS Questions for Discussion Institutional Embedding / Future of the Working Group  Founding of a dedicated WITSA committee to promote the ITIB  Organizational set-up, sponsorship and support by IT associations  Project funding Technical Questions Regarding Questionnaire  Set of questions to be asked  Response options and categorizations used  Survey frequency and point in time Questions Regarding Data Collection and Analysis  Statistical concepts to be applied  Organizational set-up for data analysis  Selection of an appropriate online survey platform  Implementation of adequate data security measures Data Use  Definition of data distribution and access rights Page 21
  • 19. Measuring the IT Industry Globally The ITIB Approach (IT Industry Barometer) WITSA GPATS 2013 Sao Paulo, Brazil THANK YOU Bernd FRIEDRICH Milena SEIBOLD Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) Capgemini Consulting Page 22
  • 20. Back-Up Page 23
  • 21. Questions for Discussion A few organizational and technical questions remain up for discussion Topic Question Recommendation How often should the survey be conducted? We recommend to conduct the survey on a yearly basis (surveying calendar year rather than past 12 months) Survey Moment When should the survey be conducted? We recommend to conduct the survey at the beginning of each year (in retrospect of the past year) Period Under Review Should questions be restricted to the past year or include the past three years? Ranges vs. Exact Numbers Should the survey ask for ranges or exact numbers? We recommend the use of ranges to better protect respondents’ identity. Currency Should data be provided in national currency or USD? We recommend to use national currencies as this allows to compare developments over time. Survey Focus Should the focus of the survey be restricted to the IT sector or include the entire ICT sector? Survey Frequency Page 24
  • 22. Use of International Statistical Systems The ITIB Questionnaire uses international statistical systems to allow for global comparison The categorization of productive activities draws on ISIC Rev. 4 Page 25
  • 23. Requirements for Internet-Based Surveys Requirements for online survey providers comparison  How much dos the service package cost?  What pricing models does the provider offer?  Is a test version available?  Does the provider offer accounts at reduced cost, e.g. for non-profit use? Cost Price  Are multiple user accounts available?  Does the provider offer a service hotline and / or email support?  What output formats does the tool offer?  Are these format compatible with the planned analysis tool? Account Management Customer Support Multiple-user access Customization Question Types Survey Settings Design & Layout Logic Options Data Security Security Options Reporting Distribution Analysis & Reporting Publish & Advertise Survey Collect Data  What question types does the provider offer?  Does the provider allow customized branding?  Which logic options can be implemented?  Does the provider use a recognized encryption method?  How does the provider protect access to the data stored? Is the survey manager’s access to the tool protected with a password?  Are the data stored in a safe environment?  Through which channels does the provider offer survey publication and placement?  Does the provider offer ways to embed a survey into social media / existing homepages?  Is it possible to schedule reminders and invitations? Page 26
  • 24. Analysis of Existing Internet-Based Surveys SurveyMonkey and QuestionPro are best suited for the purposes of the IT Industry Barometer (ITIB)  Most popular and well-known tool  15+ million customers worldwide  Cheap yet comprehensive services  Leading provider in this field  Prices between $15 and $99 per month  One of America’s fastest growing companies  Many features  Nearly maximum customization  Not as widespread but comparable alternative to SurveyMonkey & QuestionPro  Relatively new and unknown tool  Part of the file storage and synchronization service Google Drive  Only basic features  Much discussed in forums and blogs  Praised for its outstanding customer support QuestionPro and SurveyMonkey are the tools with the best fit While QuestionPro displays maximum compatibility with the six criteria defined, SurveyMonkey has proven to be a sufficiently versatile and adaptable tool for the ALETI Censo. Page 27
  • 25. Commonalities Between the ALETI Census and the ITIB The ALETI Census and IT Industry Barometer (ITIB) have many topics in common that should form the basis of a shared core module ALETI Census • Country of origin • Province where the headquarters are based • Province/s where the company maintains subsidiaries • Operating systems at the basis of products and services offered • Data bases at the basis of products and services offered • Programming languages at the basis of products and services offered • Global companies with whose products and services the company's own products and services integrate • Share of fixed costs (subscriptions, licences, maintenance) of total revenues • And many more… Topics in Common Membership in Associations Sales by Products and Services Offered Sales by industry / client segment Number of employees Exports Quality Management Certifications Research and Development; Innovation Sales Projection Current Sales Figures Comments ITIB • Contact person (optional) • Ownership structure (domestic, foreign, branch) • Year of foundation • Net profit in the last three years • Annual net salary level for employee categories • Employee turnover rate in the last three years • Average billable rate by staff categories • Number of employees working on R&D projects • Preferred university for recruiting • Influence of external factors • Importance of trends (big data, social media, cloud computing, etc.) Page 28