Serbia Information Technology Report 2010

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Market OverviewThe total size of the Serbia IT market in 2010 is estimated by BMI at around US$791mn, up fromUS$740mn in 2009. BMI expects a market compound annual growth rate (CAGR) of 11% for 2010-2014, as the market grows at a rate above the regional average. The IT market is expected to return topositive growth, but BMI expects demand to remain constrained going into H110 by reduced access tocredit and negative economic expectations.There should still be opportunities in 2010, however. The privatisation of Telekom Serbia should drivenew investment in the telecoms sector, while the roll-out of an ambitious plan to modernise healthcareshould provide opportunities.The government's stated agenda of privatisations would, if implemented, be an important driver ofspending in sectors such as banking, telecoms and utilities. Vendors will also target Serbia's 318,745small enterprises, many of which are still looking to deploy basic IT infrastructure. Industry DevelopmentsThe current Serbian government, which was elected in July 2008, has an agenda of strengthening Serbia'sIT development through attracting new investment into the sector, skills initiatives and speeding up theapplication of IT. The government has also associated itself with an agenda of faster reform andprivatisation. This has the potential to drive IT spending in key sectors such as bankingIn 2009, the government announced that the privatisation of Telekom Serbia would be postponed until2010 due to the financial crisis. The company's privatisation is of great significance to Serbia's ICTdevelopment, as it should allow faster modernisation of Serbia's telecoms and IT infrastructure. Higherpenetration on a number of ICT indicators could be driven by more competition and lower prices.Meanwhile, a major project to develop a modern healthcare system in Serbia is likely to provideopportunities for IT vendors going forward. The Serbia Health project, which has received World Bankfunding, is designed to drive improvements in hospital care and increase efficiency of delivery. IT iscentral to a number of components to be financed by the project. Competitive LandscapeThe largest computer seller in Serbia is local IT giant ComTrade, with the top multinational brands beingHP, Lenovo, Dell, Toshiba and Fujitsu Siemens. The Serbian computer market remains highly pricesensitive,with many consumers preferring to buy 'white boxes' assembled from Far Eastern components.Multinational vendors have strengthened their position in the Serbia brand PC market in the past fewyears, however.Microsoft dominates the operating system Software segment with around 90% of the market. However,the company projected flat turnover growth of US$45mn in its 2010 fiscal year (ending June 30 2010)due to the economic crisis. The company hoped to receive a boost from the October 2009 launch of itsnew operating system, Windows 7.The IT services opportunity is a draw for vendor investment in the country. IBM opened its Serbia officein 2006, signalling its intention to target opportunities beyond hardware sales in this market. IBM hadpreviously worked with various partners in Serbia, but a direct presence gave the company more clout inbidding for tenders and developing solutions tailored for the Serbian market. Computer SalesBMI projects that Serbia's PC market (including notebooks and accessories) will be worth US$436mn in2010, compared with US$405mn in 2009 but US$405mn in 2008. A 2010-2014 Serbia computer marketCAGR of 11% is forecast, with computer sales including notebooks and accessories reachingUS$6786mn by 2014.With only around 40% of households having a computer according to government figures, the marketlooks set to be dominated by hardware sales for some time to come. In H109, volume sales suffered adouble-digit percentage decline, according to vendors, with negative growth in both desktop andnotebook categories. In H109, an average of around 800 computers were sold a day, down from around1,000 a da

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Serbia Information Technology Report 2010

  1. 1. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Serbia Information Technology Report 2010Published on November 2009 Report SummaryMarket OverviewThe total size of the Serbia IT market in 2010 is estimated by BMI at around US$791mn, up fromUS$740mn in 2009. BMI expects a market compound annual growth rate (CAGR) of 11% for 2010-2014, as the market grows at a rate above the regional average. The IT market is expected to return topositive growth, but BMI expects demand to remain constrained going into H110 by reduced access tocredit and negative economic expectations.There should still be opportunities in 2010, however. The privatisation of Telekom Serbia should drivenew investment in the telecoms sector, while the roll-out of an ambitious plan to modernise healthcareshould provide opportunities.The governments stated agenda of privatisations would, if implemented, be an important driver ofspending in sectors such as banking, telecoms and utilities. Vendors will also target Serbias 318,745small enterprises, many of which are still looking to deploy basic IT infrastructure.Industry DevelopmentsThe current Serbian government, which was elected in July 2008, has an agenda of strengthening SerbiasIT development through attracting new investment into the sector, skills initiatives and speeding up theapplication of IT. The government has also associated itself with an agenda of faster reform andprivatisation. This has the potential to drive IT spending in key sectors such as bankingIn 2009, the government announced that the privatisation of Telekom Serbia would be postponed until2010 due to the financial crisis. The companys privatisation is of great significance to Serbias ICTdevelopment, as it should allow faster modernisation of Serbias telecoms and IT infrastructure. Higherpenetration on a number of ICT indicators could be driven by more competition and lower prices.Meanwhile, a major project to develop a modern healthcare system in Serbia is likely to provideopportunities for IT vendors going forward. The Serbia Health project, which has received World Bankfunding, is designed to drive improvements in hospital care and increase efficiency of delivery. IT iscentral to a number of components to be financed by the project.Competitive LandscapeThe largest computer seller in Serbia is local IT giant ComTrade, with the top multinational brands beingHP, Lenovo, Dell, Toshiba and Fujitsu Siemens. The Serbian computer market remains highly pricesensitive,with many consumers preferring to buy white boxes assembled from Far Eastern components.Multinational vendors have strengthened their position in the Serbia brand PC market in the past fewyears, however.Serbia Information Technology Report 2010 Page 1/6
  2. 2. Find Industry reports, Company profilesReportLinker and Market StatisticsMicrosoft dominates the operating systemSoftwaresegment with around 90% of the market. However,the company projected flat turnover growth of US$45mn in its 2010 fiscal year (ending June 30 2010)due to the economic crisis. The company hoped to receive a boost from the October 2009 launch of itsnew operating system, Windows 7.The IT services opportunity is a draw for vendor investment in the country. IBM opened its Serbia officein 2006, signalling its intention to target opportunities beyond hardware sales in this market. IBM hadpreviously worked with various partners in Serbia, but a direct presence gave the company more clout inbidding for tenders and developing solutions tailored for the Serbian market.Computer SalesBMI projects that Serbias PC market (including notebooks and accessories) will be worth US$436mn in2010, compared with US$405mn in 2009 but US$405mn in 2008. A 2010-2014 Serbia computer marketCAGR of 11% is forecast, with computer sales including notebooks and accessories reachingUS$6786mn by 2014.With only around 40% of households having a computer according to government figures, the marketlooks set to be dominated by hardware sales for some time to come. In H109, volume sales suffered adouble-digit percentage decline, according to vendors, with negative growth in both desktop andnotebook categories. In H109, an average of around 800 computers were sold a day, down from around1,000 a day in 2009, with desktops still accounting for around 70% of sales.SoftwareThe Serbian addressable software market is projected by BMI at US$86mn in 2010 and is expected togrow at a CAGR of 14% over the 2010-2014 forecast period. Serbia lags far behind most regionalneighbours in software deployment, but there is a growing awareness among enterprises of the potentialbenefits of utilising IT.Small and medium-sized enterprises (SMEs) will be an important target for vendors due to their generallylow level of informatisation, which adds up to a big potential market for basic enterprise resourceplanning (ERP) and enterprise resource management (ERM) applications. Larger companies will continueto offer important opportunities, however, as the Serbian government has pledged to accelerateprivatisation of key state enterprises. Further market growth will depend on the governments efforts incombating piracy, which is still around 76% (although down from 90% a few years ago).ServicesThe Serbian IT services market was expected to be worth around US$154mn in 2010 according to BMIestimates, accounting for around 19% of all IT spending in Serbia. IT services CAGR for the sector forthe 2010-2014 period is forecast at around 13%, with the market opportunity reaching US$295mn by2014.Government ICT initiatives and EU funding should continue to provide opportunities, as the banking andgovernment sectors, in particular, invest in IT that will enable them to compete in a changingenvironment.Serbia Information Technology Report 2010 Page 2/6
  3. 3. Find Industry reports, Company profilesReportLinker and Market Statistics Table of ContentExecutive Summary ...........................5SWOTS .......8Serbia IT Sector SWOT . 8Serbia Telecommunications Industry SWOT ... 9Serbia Political SWOT 10Serbia Economic SWOT ................................ 10Serbia Business Environment SWOT ............ 11Central and Eastern Europe IT Markets Overview ...........12IT Penetration ............. 12Market Growth And Drivers ......................... 13Sectors And Verticals .. 14IT Business Environment Ratings ...17Central and Eastern Europe IT Business Environment Ratings .................. 17Table: Regional IT Business Environment Ratings ................................ 19Serbia Market Overview ...................20Government Authority . 20EU Authority ............... 20History And Market Structure ....................... 20Hardware .................... 21Software ...................... 22Services ....................... 23Industry Developments ................................. 24Industry Forecast Scenario ..............27Table: Serbias IT Sector - Historical Data And Forecasts (US$mn Unless Otherwise Stated) 29Internet ....................... 30Table: Serbia Internet Historical Data & Forecasts .............................. 30Macroeconomic Forecast ............................. 32Table: Serbia - Economic Activity, 2006 2013 .. 34Competitive Landscape ...................35Hardware .................... 35Vendors ....................... 35Channels ..................... 35Software ...................... 35Operating Systems ...... 35Enterprise Software .... 36IT Services .................. 36Regional Players ......... 37Company Profiles .............................38Microsoft ..................... 38ComTrade ................... 40IBM Serbia .................. 41HP ............................... 42Country Snapshot: Serbia Demographic Data .................43Section 1: Population .. 43Serbia Information Technology Report 2010 Page 3/6
  4. 4. Find Industry reports, Company profilesReportLinker and Market StatisticsTable: Demographic Indicators, 2005-2030 . 43Table: Rural/Urban Breakdown, 2005-2030 44Section 2: Education And Healthcare ........... 44Table: Education, 2000/01 ............................ 44Table: Vital Statistics, 2005-2030 ................. 44Section 3: Labour Market And Spending Power .. 45Table: Employment Indicators, 2001-2006 ... 45Table: Average Annual Manufacturing Wages, 2000-2012 ................... 45BMI Methodology .............................46IT Ratings Methodology 46Ratings Overview ........ 46Table: IT Business Environment Indicators .. 47Weighting .................... 48Table: Weighting Of Components ................. 48How We Generate Our Industry Forecasts ... 48IT Industry .................. 49Sources ....................... 49Serbia Information Technology Report 2010 Page 4/6
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  6. 6. Find Industry reports, Company profilesReportLinker and Market Statistics Payment Information Please indicate the payment method, you would like to use by selecting the appropriate box. Payment by credit card Card Number: ______________________________________________ Expiry Date __________ / _________ CVV Number _____________________ Card Type (ex: Visa, Amex…) _________________________________ Payment by wire transfer Crédit Mutuel RIB : 10278 07314 00020257701 89 BIC : CMCIFR2A IBAN : FR76 1027 8073 1400 0202 5770 189 Payment by check UBIQUICK SAS 16 rue Grenette – 69002 LYON, FRANCE Customer signature:   Please note that by ordering from Reportlinker you are agreeing to our Terms and Conditions at http://www.reportlinker.com/index/terms Please fax this form to: Europe, Middle East and Africa : + 33 4 37 37 15 56 Asia, Oceania and America : + 1 (805) 617 17 93Serbia Information Technology Report 2010 Page 6/6

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