The document discusses the opportunities and challenges in the big data and analytics market, highlighting the expected growth in revenue and the importance of identifying target sectors and routes to market. Various industries, including financial services and retail, are poised for significant investment in big data solutions, with emerging trends in IoT presenting both opportunities and security challenges. The importance of building effective sales channels and strategic partnerships for market entry and growth is also emphasized.

1. Finding Big Markets for Big Data &
Data Analytics Solutions
Tenego - Sept'16

2. Data Analytics: Many Questions
Q: What channels can we plug into
get our product into the market?
Q: The BDA sector we’re selling into
is slower than predicted, for growth
should we include another sector or
grow more internationally?
Q: How do we decide whether we
sell direct or indirect?
Q: In Big Data, what’s the best route
to tackle the US market?
Q: What trends in Europe are
important to understand
before/while entering?
Q: With traction in the US
market, we’re evaluating
European markets, Is Europe
BDA markets different to the US?
Q: White label/OEM partners -
not getting the sales we
expected – how do we fix?
Tenego - Sept'16

3. Welcome
If you have any questions,
please interrupt…
Type into the Chat/Question screen
Donagh Kiernan, Founder and CEO
Tenego Partnering
www.tenegopartnering.com
http://ie.linkedin.com/in/donaghkiernan
Donagh Kiernan
Founder and CEO
Tenego Partnering
27 years – Techie background Sales
Channel, Direct Sales and Channel
Sales Organisation Management.

4. Welcome
Our Panellists today:
Sandy Mackenzie
Tenego UK South
Sandy has 25+ years of experience in
international sales and general
management for both established and
early-stage software companies.
Neil Hoey
CEO, Tenego Ireland
18+ years of experience in sales operations
and management, business alliances,
channel recruitment and execution, sales
strategy and SaaS
Heinrich Erk
Tenego Germany
35+ years experience in Senior Sales, Sales
Management and Alliances Management
positions.

5. Tenego: Services

6. Tenego Clients

7. Tenego’s Methodologies

8. Tenego’s Global Network
• To date, executed projects across UK & Ireland,
Across Europe, North America, Mexico & Latin
America, Middle East, North Africa, India, China,
South Asia…
• Growing Global Network of Tenego Offices with on
the ground presence and in discussion in
– Ireland (HQ), UK, Germany, Greece, Middle East
– APAC, Canada, US East Coast, US West Coast …

9. Finding Big Markets for Big Data &
Data Analytics Solutions

10. Agenda
1) Opportunities: Big Data, Sectors, Solutions
2) Challenges
3) Finding your best route to market
4) Q&A

11. Big Data - Opportunities
• Forecast 50% increase in revenues from big data and business
analytics software, hardware, and services between 2015 and
2019
• Services will account for the biggest chunk of revenue
• IT Services expected to bring in more than 3x annual revenues
of Business Services
• Banking and manufacturing-led industries poised to spend the
most
• More than $10 billion in 2019 forecast in federal and central
government, professional services, Telco, and retail
“Worldwide Semiannual Big Data and Analytics Spending Guide”.
Tenego - Sept'16

12. So, You sell Big Data Solutions?
What does that mean?
What customers sectors are you selling into?
TargetCustomers
Sectors
Telecom
Entertainment
Manufacturing
Transportation and
Logistics
Travel
Hospitality
Retail
E-Commerce
Human Resources
Utilities
Insurance
Local Government
Financial Services
Healthcare
Internet of Things (IoT)

13. What Big Data Solutions?
What problem are you solving?
What solutions are you selling?
Solutions
Business Intelligence
(BI)
Brand Monitoring
Competitive
Monitoring
Data Analytics
Data Model, Data
modelling
Data Visualization
Hadoop
Predictive Modelling
Ad hoc reporting
Ad targeting
Behavioral Analytics
Click Stream Analysis
Cross-channel
Analytics
Correlation Analysis
Data Mining
Data Modelling
Dashboard Software
Event Analytics
In-database Analytics
Location Analytics
Risk Analysis

14. Opportunities by Sector
• Financial Services - $103.66 Billion by 2019(1)
• Retail - $28.3 trillion by 2018 - 5.5% growth(2)
• eCommerce - $3.4 trillion by 2019 – 120% growth(3)
• Manufacturing
• Logistics/Supply Chain - $26.19 Billion by 2019(4)
• Telco - $2.4 trillion in 2019 - 2.3 % growth(6)
• Government
• …
Tenego - Sept'16

15. IoT & Big Data
• Internet of Things (IoT) - $661.74 Billion by 2021(5)
• By 2020, more than 5 billion people will be connected, not to
mention 50 billion things, Cisco forecasts
– generating enormous amounts of data
• Top sectors in IoT: Manufacturing, Logistics and Retail
• Increasing Automation: M2M, Interconnectivity
• Data and Analytics are required to drive value in IoT
• Challenges must be overcome – Security & Standardisation. Ref
- the Metropolitan Resilience Network (MRN).

16. IoT – Security & Privacy Considerations
• Security concerns is an inhibitor to the IoT
• IDC: more than 50% of networks utilizing the IoT will have a
security breach by 2018
• 77 percent of U.S. IT and cybersecurity professionals say
manufacturers are not implementing sufficient security in IoT
devices
• > 20% of enterprises will have digital security services devoted
to protecting business IoT initiatives by year-end 2017
• Privacy Considerations - personal use trackable.

17. Retail/eCommerce & Big Data
• New market trends in mass customization for Retail and Food &
Beverage businesses – SCM Future Trends
– Integration of wearables (IoE) leading to new service offers by
retailers - Cisco
• The retail data analytics market is expected to exceed $5 billion
in revenues by 2020 - McKinsey
• Big Data “in-house” in large retailers (Tesco.com, Walmart, Amazon
- Irish ecosystem: Clavis Insights, Luzern, ChannelSight, Profitero) and
Big Data “as a Service” for others
• BDA being used in Customer acquisition, Pricing and promotion,
Marketing & competitive intelligence and Customer service &
support.

18. Big Data - Noisy Market
• Difficult to Differentiate in a Noisy market
• Commoditization, putting focus on price
• Marketing/Lead Generation more expensive as
messages don’t stand out
• High Touch Sales Effort Required in Direct Sales
• With commodity products, the battle is for the channel;
those who have the ear of the customers
• Leaving many vendors chasing the bottom.
Tenego - Sept'16

19. Big Data / Data Analytics
ACTIONS:
1) Get away from the noise
2) Many Opportunities – where will you win?
3) Systematically focus, selecting
a) your target sector(s)
b) your solution area(s)
c) and your target region(s)
4) Repeatedly Test and Tune.
Tenego - Sept'16

20. Big Data / Data Analytics
How do you best go to market
and grow your business
internationally?
Tenego - Sept'16

21. Your Business Readiness?
• Your Know your Target Customer
• You know why the customer buys, Your Customer
Value Proposition
• You know how to sell and deliver your product in
your current markets and the capabilities required in
Marketing, Sales, Delivery and Support
• Specialist trumps Generalist
• Local trumps Remote
• Bottlenecks for growth.

22. Market Selection & Prioritisation
Levellers 10,000,000 10,000,000 10,000 100
Weightings 10 10 20 - 30 70
Minimum Conditions 8,000 14 3 1
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Markets (Europe) Region Population 2014
Urban
Population 2014
GDP(
million
US$) 2014
GDP per
capita 2014
Credit Card
Penetration
% (fortuma)
2014
Total value of
Retail Sales (YoY
in percent)
Consumer
Spending Index
Competitor
Count
Country Rank
Switzerland Western Europe 8,157,896 6,030,730 685,434 84,733 58.75 0.20 10.16 3 Switzerland 5.85
Norway Western Europe 5,091,924 4,083,119 500,103 97,363 112.00 0.00 6.61 1 Norway 4.62
United Kingdom Western Europe 63,489,234 50,802,810 2,941,886 45,603 23.55 6.50 6.49 11 United Kingdom 4.41
Germany Western Europe 82,652,256 61,437,197 3,852,556 47,627 119.75 3.40 4.62 4 Germany 4.18
France Western Europe 64,641,279 56,419,209 2,829,192 42,733 91.19 3.60 4.45 6 France 3.70
Austria CEE 8,526,429 5,824,085 436,344 51,127 34.00 1.60 5.87 2 Austria 3.46
Sweden Western Europe 9,631,261 8,249,625 570,591 58,887 97.72 3.70 5.14 2 Sweden 3.46
Denmark Western Europe 5,640,184 4,926,011 341,952 60,634 26.79 2.00 5.11 1 Denmark 3.21
Italy Western Europe 61,070,224 42,101,235 2,144,338 34,960 49.83 1.30 3.78 5 Italy 3.13
Finland Western Europe 5,443,497 4,576,718 270,674 49,541 79.63 -1.70 4.76 2 Finland 3.05
Ireland Western Europe 4,677,340 2,952,477 245,921 53,314 46.67 8.60 4.80 1 Ireland 3.02
Belgium Western Europe 11,144,420 10,874,010 533,383 47,517 39.09 0.40 4.69 2 Belgium 2.96
Netherlands Western Europe 16,802,463 14,161,696 869,508 51,590 35.71 4.30 4.17 5 Netherlands 2.86
Spain Western Europe 47,066,402 36,646,776 1,404,307 30,262 88.44 4.30 3.36 5 Spain 2.80
Russia CEE 142,467,651 105,911,587 1,860,598 12,736 17.20 -10.40 0.54 4 Russia 2.50
Montenegro Balkans 621,542 396,949 4,583 7,371 3.81 3.00 4.51 0 Montenegro 2.06
Portugal Western Europe 10,610,304 6,646,197 229,584 22,081 96.19 1.40 2.59 1 Portugal 1.85
Greece (home market)Balkans 11,128,404 6,921,007 237,592 21,683 28.70 3.80 3.01 2 Greece (home market)1.84
Cyprus Balkans 1,153,058 819,828 23,226 27,194 62.50 4.00 2.21 2 Cyprus 1.53
Poland CEE 38,220,543 23,216,731 548,003 14,423 17.14 0.10 1.62 1 Poland 1.49
Turkey Balkans 75,837,020 56,235,478 799,535 10,530 67.99 -0.20 0.09 2 Turkey 1.47
Slovenia Balkans 2,075,592 1,034,487 49,416 23,963 11.11 -0.40 2.30 0 Slovenia 1.39
Czech Republic CEE 10,740,468 7,881,096 205,523 19,554 20.95 6.30 1.71 1 Czech Republic 1.23
Estonia FRS 1,283,771 894,636 25,905 19,720 29.17 9.00 1.83 0 Estonia 1.17
Slovakia CEE 5,454,154 2,979,250 98,000 18,047 11.11 3.00 1.80 0 Slovakia 1.14
Lithuania FRS 3,008,287 2,029,313 48,172 16,445 13.79 5.90 1.86 0 Lithuania 1.11
Latvia FRS 2,041,111 1,381,995 31,921 16,038 15.00 4.30 1.71 0 Latvia 1.03
Ukraine FRS 44,941,303 31,225,151 131,805 3,083 66.08 -16.30 0.13 1 Ukraine 0.93
Croatia Balkans 4,272,044 2,506,962 57,223 13,507 3.81 1.30 1.42 0 Croatia 0.87
Hungary CEE 9,933,173 7,036,844 137,104 13,903 13.13 5.10 1.15 2 Hungary 0.87
Bulgaria Balkans 7,167,998 5,357,789 55,735 7,713 13.89 -2.50 1.02 0 Bulgaria 0.69
Romania Balkans 21,640,168 11,449,200 199,044 9,997 11.00 10.90 0.32 1 Romania 0.62
Azerbaijan FRS 9,514,887 5,173,624 75,198 7,884 3.26 10.00 0.71 0 Azerbaijan 0.56
Serbia Balkans 9,468,378 5,436,059 43,866 6,153 8.45 2.30 0.63 0 Serbia 0.52
FYRO Macedonia Balkans 2,108,434 1,258,627 11,324 5,456 15.00 -1.00 0.78 0 FYRO Macedonia 0.48
Albania Balkans 3,185,413 1,800,743 13,370 4,619 17.86 3.83 0.66 1 Albania 0.44
Armenia FRS 2,983,990 1,917,546 10,882 3,620 13.89 0.10 0.57 0 Armenia 0.38
1) Where is the greatest
opportunity?
2) What markets can you deliver
into?
3) What markets can you gain
easiest access to?
4) Using Market indicators to
evaluate and prioritise

23. Route to Market Options
• Direct - building a direct sales force
• Indirect - local sales partners - agents,
representatives, resellers, agents, distributors and
others…
• Acquisition – fast, expensive and highest risk
• Hybrid (Partner and Direct)
Select route market by market.

24. Selling Direct in Data Analytics
• Select your focus sectors and define clearly
– Sector and the problem you solve
– eg: Data Analytics for Consumer Spend for Large Retail Chains
• Prioritise your markets, to your strengths and the
opportunity
• Develop a marketing and sales engine that works for
your business
– Execute focussed mixed marketing and direct sales campaigns
• Build incrementally.
Tenego - Sept'16

25. Market Entry tip
Sales Channel Partners provide a great
means of quickly testing a market with
minimal investment and risk.

26. Market Entry – Partners
Resellers…
Referrals
Strategic Partners / System Integrators …
Complementary Services
Direct Sales
Lead
Generation
Qualification
Sales /
Closing
Delivery Support
Support.

27. Market Entry – Finding the Right Partners
• The capability you need to meet your objectives
• The Partner Company Profile
• Partner Type Selection Process & Ecosystem
• Partner Engagement
• Partner On-boarding
• Initial Joint Market Engagement
• Building Joint Sales Pipeline
• Partner Management
• Your Partner Program.

28. Practical Partnering – Market Ecosystem
Influencers
Consumer
Policy Makers / Legislators
/Regulators
Standards/ Code of Practice
Market Analysts+
Media / Forum Websites+
Industry Organisations /
Groupings+
Events+
Target
Customers
Retail Banking Tier 2 / 3
Consultants
Specialist Banking
Consultants*
General Consultants Tier 1*
Banking IT Consultants*
ServiceProviders
Outsourcing Processors*
ATM Outsourcing*
Credit Checking
Resellers
Retail Banking Focussed
System Integrators*
Financial Services
Focussed ERP, Accounts
and Financials SIs*
ERP, Accounts and
Financials SIs*
IT Services / Hardware
Resellers &
Implementers*
BackOfficeBankingSoftware
Banking Back Office
CRM/Contact Centre
Fraud Management
Credit Card
Risk Management
Trading: Forex, Equities
Analytics
Business Intelligence
Banking Network
Management
Business Process
Trade Finance
EFT/Switching
Treasury
Anti-Money Laundering
Loan Origination
General Ledger / Financials
Core Banking
Channel Management
ATM
Internet
Mobile
Kiosks
HSM (Card Security)
Document Capture
Workflow Solutions
Document Management /
Tenego - July'17

29. Market Entry tip
When Seeking Partners
Ensure Partner Fit;
to ease effective and fast
Market Engagement

30. In Summary – Big Data
1) Great Opportunities, almost too much
2) Very Noisy Market - Very crowded
3) To succeed; Focus and Differentiate
4) Depending on the focus, Direct may be a challenge
5) Partners may offer OEM and faster routes to
market.

31. Thank You & Questions
Sandy Mackenzie
Tenego UK South
Neil Hoey
CEO, Tenego Ireland
Heinrich Erk
Tenego Germany
Donagh Kiernan
Founder & CEO
Tenego Partnering

33. Related Articles/Content
• Many Articles in our Blog
www.tenegopartnering.com/blog
• Webinar recordings and Whitepapers:
http://www.tenegopartnering.com/resource
• 5 Points for Partner Fit for Embedded Solutions - Data Analytics Solutions
• Big Data is BIG Noise - Find Your Niche to Find Success - 5 Why's and 5 How's
• Sales Execution - A numbers game?
• Effective Sales Engagement Models are key to a successful Software Business
• 6 points on Introducing Sales Channels into Direct Sales Organisations
• 4 Tips for Generating Business through Sales Channel Partners for a Fraction of Direct
Sales Costs

34. Other Webinars
• Business in Europe: Understanding the bigger opportunities
• Growing your Business in the UK
• Germany: Opportunities for Tech Companies
• The Importance of Partner Fit
• How To Prevent The Mistakes in Sales Channel Development
• Market Entry China
• Learn How To Calculate Sales Commissions & Partner
Negotiations
• And many more…
http://www.tenegopartnering.com/resource

35. Build & Manage Sales

Direct and Channels

Executive Hands-on

Your Alliances Team

Software Business
Experts

Practical

Results Focussed
CONTACT DETAILS:
Tenego Partnering
Ireland (HQ), UK, Germany, Greece, Australia,
Toronto, Dubai…
Web: www.tenegopartnering.com
Email: info@tenegopartnering.com