09 Oct

Key trends identified by High-Growth Cloud Scale-Ups and StartUps in Europe

IDC Carla Arend

Carla Arend
Senior Program Director
European Software
Read full bio  @carla_arend

IDC margaret adam

Margaret Adam  
Senior Program Director
IDC’s European Channels and Alliances program
Read full bio  @madam_idc



Adriana Allocato  
Senior Research Analyst, IDC Health Insights
Read full bio   .@AdrianAllocato

On the 5th of September, a group of 13 executives from high-growth, innovative cloud companies in Europe identified the most disruptive trend in their business as the shift to everything as software.

The mix of founders, co-founders, CEOs, and VPs are members of IDC’s Cloud Research Innovation Council (RIC). IDC is currently running four Research Innovation Councils (AI, Security, Blockchain and Cloud) that have each created a community of leading IDC analysts and business leaders that cut across emerging and established companies. The RICs provide a professional framework that offers an ideal setting for an open discussion.

In the first virtual meeting of the cloud RIC, members largely concurred that everything-as-software changes the business model for cloud services companies away from cloud migrations and towards development of cloud native applications. It impacts the cloud market at every level: cloud services demand shifts from straight forward migrations to cloud-native application development and operations, infrastructure shifts to containers and serverless functions, cloud management needs to evolve and optimise for everything as software/code.

This is crucial, as cloud is the foundation for innovation and digital transformation for European organizations across all industries; the cloud market presents a great opportunity for startups and scale ups to grow fast.  European organizations are forecast to spend USD 45 billion in 2019 on public cloud services (SaaS, PaaS and IaaS),  according to the latest update of the IDC Semi-annual Public Cloud Services Spending Guide. In addition, IDC expects the market for cloud-related services to be an additional 45 billion USD.

IDC’s latest research shows that the top 3 drivers for public cloud adoption in Europe are speed, security and agility (Source: IDC European CloudView Survey, 2018 (N=1,350):


Adopting the cloud is no longer primarily about economics and agility.  It is becoming enterprises’ most critical, and dependable source of sustained technology innovations, as innovative technologies like machine learning algorithms, artificial intelligence, blockchain and IoT are available for everyone through the cloud and digital transformation drives the need for organizations to develop new cloud-native applications to create immersive experiences for their customers.

For this reason, IDC recognized a need to connect a community of cloud innovators, and so the Cloud Research Innovation Council was born.

IDC has received enthusiastic interest and feedback from the cloud community, who see the value of participating in such a forum which can support them in their strategic decision making.

IDC hand-selected and invited the following cloud innovation council members to the inaugural research innovation council:

 Over the coming months, IDC will be publishing profiles of participating members and key insights from the topics uncovered during the council meetings.

25 Sep

Augmenting or Substituting? How the Workforce Should Tackle the Fear of AI


Maggie Slowik                                                      Erica Spinoni                                                           

Senior Research Analyst                                Summer 2018 Associate, IDC
Read full bio  @MaggieSlowik                         

Artificial intelligence (AI) is spreading around the world, and not only as a buzzword and conversation starter. AI is now a real technology — not only on the shop floor, but in everyday life.

Many people are using the term AI, but there are still concerns about the concept. What exactly is AI, and how will it change our working lives? Simply put, AI is a technology that can understand external conditions and automatically react to those situations. But it is more than that — it can learn from past events and adjust responses to new challenges while continuously improving its embedded knowledge. For this reason, we believe that AI, which has fascinated humankind for generations (the first film about AI and robotics dates back to 1927), can improve workers’ experience in manufacturing plants. AI-embedded co-bots, for example — robots that can work shoulder-to-shoulder with factory workers — enable workers to perform tasks in a safer environment. (more…)

20 Sep

6 Reasons Why Blockchain Will Follow a Unique Adoption in Europe

Carla La Croce
Research Analyst, European Industry Solutions

Read full bio  @carla_lacroce                         

Here we are! Blockchain is the 2018 keyword! We described a lot what is it and which are the disruptive features of this technology. And we know that blockchain and distributed ledger technologies have a global nature, as their main objective is to facilitate the exchange of digital and physical assets among third parties. Nonetheless, the collaborative approach, data privacy rules, and the vibrant start-up ecosystems are poised to shape the blockchain space in Europe and make it much different from other regions. (more…)

12 Sep
content marketing

Content Marketing Approval Processes are a ‘double-whammy’ for some European Marketers

Gerry Brown
Research Director

Read full bio  @gerrybrown

There is a lot of talk in the media about the importance of content marketing, but little attention is paid to the underlying challenges that hinder its effective execution. For a better understanding of content marketing issues, IDC ran a survey of 300 enterprise marketers across 11 European countries in April 2018 with some very interesting results.