SAP BTP IDC Business Value White Paper
SAP BTP IDC Business Value White Paper
SAP BTP IDC Business Value White Paper
SEPTEMBER 2022
Table of Contents
CLICK BELOW TO NAVIGATE TO EACH SECTION IN THIS DOCUMENT.
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Situation Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
ROI Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Challenges/Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Appendix 3: Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Executive Summary
IDC spoke with organizations about the impact of running the SAP
Business Technology Platform (SAP BTP) with SAP environments that
Business Value
include SAP S/4HANA, SAP ECC, or other SAP ERP solutions. Highlights
Study participants reported leveraging SAP BTP to make their use of
Click each highlight below
SAP more impactful, innovative, and beneficial by better using data, to navigate to related content
delivering higher quality and timely functionality, and leveraging within this document.
automation across their business processes. The outcomes for
interviewed SAP customers are significant. According to one customer: 495%
“In terms of the end-to-end process of reporting around programs three-year return on
on finance operations or carbon, we’ve seen about an 80% reduction investment (ROI)
in the process steps with SAP BTP.”
6 months
IDC calculates that interviewed SAP customers will to payback
realize value from their use of SAP BTP worth an average
of $195,100 per 100 users per year ($1.62 million per $195,100
average annual benefits
organization) by: per 100 users
• Empowering teams responsible for creating value through use
of data, including analytics and DBA teams, by ensuring higher quality 47%
of data, faster access to data, and richer reporting fewer reports with
poor data quality
• Ensuring effective and impactful development efforts and faster
completion of projects by leveraging deeper integration and more 17%
efficient approaches that include low-code development functionality more efficient DBAs
• Capturing cross-organizational efficiencies through automation
of business processes including with embedded artificial intelligence
31%
faster completion
(AI) capabilities
of projects
• Realizing cost savings and staff efficiencies by moving to a unified,
cloud-based platform to run their SAP ecosystems 63%
fewer business
processes with error
the primary lever that CEOs and C-suites use to solve business challenges, manage risks,
and deliver on organizations’ key missions and priorities. A digital-first strategy happens
when capabilities are recognized as strategic differentiators and underpin everything an
organization wants to achieve. According to IDC’s WW Future Enterprise Resilience and
Spending Survey Wave 3, April 2022, 96% of organizations recognize the need to have
a digital-first strategy. Only 40% of organizations, however, are just getting started when it
comes to executing this strategy and are looking for guidance on their digital road maps.
We are at the start of a new digital era — the digital business era — where the focus will
be less on digital transformation (DX) and more on running a digital business, not on
technology as just an enabler but on digital outcomes.
In the DX era, the focus was mostly on transforming the business and experimenting with
technology, which resulted in gaps that organizations needed to fill. In the digital business
era, the focus will be on running a digital business with all eyes on innovation and growth.
A digital business is one where value creation depends on the use of digital technologies,
from the internal processes powered by technological tools, to the products, services,
and experiences that the organization provides to its customers.
One key aspect of running a digital business is the critical focus on achieving business
outcomes that translate into business value. Stakeholders from different departments and
decision makers from business units have a key role in driving and influencing technology
decisions, and this is increasing, as is the strategic relevance of digital investments.
IT department leads are increasingly being pushed to partner with business unit leads on
innovative projects in a “tug of value” (versus “tug of war”) to unlock business value and
organizational efficiencies. This is swinging the balance of power in favor of the business
outcomes that can be achieved over the pure technical functionalities. Despite that,
companies are still struggling with digital value realization. Only 38% of organizations have
seen bottom-line improvement thanks to their digital initiatives and only 27% have seen
improvements in their top line, according to IDC’s WW Future Enterprise Resilience and
Spending Survey, Wave 9, October 2021.
The key challenges hampering digital value realization include leadership and
organizational challenges such as silos, lack of metrics, and digital skills gaps, and
more technological challenges such as lack of integration between tech components
and data silos.
The second set of challenges points to the need to have a flexible, extensible, and open
digital business platform. The digital platform has a critical role in accelerating organizations’
digital-first journey. This platform is a flexible application infrastructure architecture, where
IT is aggressively modernized into an intelligent core fed by data pipelines from internal
and external sources. This enables a continuous flow of data and ecosystem feedback loops,
the orchestration and automation of end-to-end business processes, and the enablement
of digital innovation capabilities. Only by having a platform backbone can organizations
properly connect internal and external threads to unlock value at speed and thrive as a
digital business.
The digital business platform developed by SAP for its clients is the SAP Business
Technology Platform (BTP). The characteristics of the BTP platform and a full description
of it can be found in Appendix 1.
Based on interviews with SAP customers, IDC calculates that they will achieve benefits
worth an annual average of $195,100 per 100 SAP users ($1.62 million per organization) by
better using data, improving integration and development, automating business processes,
and establishing a more efficient and cost-effective SAP environment.
IDC classifies these benefits in the following broad areas of value (for more
on the value achieved by interviewed SAP BTP customers and definitions
of value, see Appendix 4):
Business productivity benefits:
Study participants cited organizationwide efficiencies related to automating business
processes, as well as LOB-specific productivity gains and higher revenue tied to improving
business operations. IDC puts the value of net productivity and revenue gains at an annual
average of $88,800 per 100 users ($739,100 per organization).
FIGURE 1
Average Annual Benefits per 100 Users
($ per 100 users)
$38,200
$68,100
$88,800
Organizations reported that SAP BTP has enabled them to move data with greater fluidity
while also improving the quality of data. One study participant described how having a
central single source of truth with SAP BTP supports not only higher data quality but also
the teams relying on the data: “SAP BTP allows us to bring together data from digital
meters. This is a very important key functionality because it’s our one source of truth for all
the data in there. Also, the R&D people are getting more done because of this.” Another
SAP customer said access to higher-quality and more relevant data through a core mobile
application running on SAP BTP enables its operational teams: “Our logistics workers
now have at their fingertips information through SAP BTP whereas they would otherwise
have had to go back to their workstation, scan in spreadsheets, and even manually enter
information in the system. Now with SAP BTP, they know at their fingertips exactly what
to do with information and where it needs to go.”
Figure 2 shows the impact on metrics related to the impact of SAP BTP on data quality and
accessibility. SAP customers linked their use of SAP BTP to delivery of far fewer reports
with poor data quality (47% fewer on average) and a 29% overall increase in data accuracy.
These gains correlate to a greater ability to use data on a day-to-day basis. For example,
study participants said they have reduced the time required to complete a data audit by an
average of 28% as they have more timely access to higher-quality data.
FIGURE 2
Data-Related KPIs
(Percent benefit with SAP BTP)
Teams responsible for turning data into insights and driving business activities such as
analytics teams benefit from access to better data with SAP BTP. Although the depth
of analytics team activities directly linked to SAP BTP varied by study participant, those
that are already leveraging the platform for analytics activities highlighted the value
of automated access to higher-quality and more meaningful data. One SAP customer said,
“Our analytics team is 7% more efficient with SAP BTP because they don’t have to gather
information manually. It’s not even ‘easy’ with SAP BTP — it’s gathered for them because
it’s automated.” As analytics teams work more efficiently on SAP BTP, they can deliver
meaningful and timely insights to drive business activities and decisions.
On average, study participants using SAP BTP to support analytics activities reported
an average productivity gain of 8%, providing them with the bandwidth and capabilities
of nearly another full-time equivalent on their analytics teams (see Table 1). This reflects
the enabling impact of SAP BTP on analytics team members, enabling the same teams
to create and deliver more value to their organizations through the use and application
of data. Likewise, database administrators (DBAs), who also rely on fluid movement and
high-quality data to work efficiently, are 17% more efficient on average with SAP BTP
(see Appendix 4, Table 8 for details).
TABLE 1
Impact on Productivity of Analytics Teams
Before/
Without With SAP Percentage
SAP BTP BTP Difference Benefit
Study participants made clear that they do not view staff productivity gains or time savings
as the most significant data-related benefits of using SAP BTP. Instead, they perceive
the ability to apply data in a more meaningful and proactive way with SAP BTP as offering
much broader and more significant business gains, including operational efficiencies and
revenue gains.
a database, then sifting through that data, doing manual manipulation, and then surfacing
that into a business intelligence dashboard.”
For study participants, these types of data-driven benefits are both the current reality with
SAP BTP as well as the future objective.
Organizations said SAP BTP enables them to provide richer and timelier functionality to
their businesses through deep integration, automation, and the ability to leverage new and
more efficient approaches. For example, one study participant highlighted how real-time
insights and improved platform stability with SAP BTP work to its benefit: “With SAP BTP,
we have new possibilities that were not possible by uploading data and getting a more
real-time approach. It’s even made our environment more stable.” Another customer said it
has established SAP BTP as its preferred platform for innovative activities: “We use SAP BTP
as a platform for innovation and services and to enhance our core processes. If we have a
functional need that might be complex to enhance in our existing on-premises environment,
then we use SAP BTP services to build up the service and integrate into our landscape.”
Study participants described using SAP BTP to deliver different types of products, services,
and experiences to employees and customers, but a common finding was that it significantly
reduced the time to market/delivery.
Study participants provided examples of how SAP BTP has enabled them
to significantly reduce the amount of time it takes to deliver important
applications and functionalities:
Much faster to deliver and use new technologies and functionalities:
“With SAP BTP, it has taken us two months to mobilize a full carbon reporting platform
in terms of development across many different systems with numerous data sources.
That’s not a lot of time because it was meant to take 12 months. It’s speed to value,
it’s how quickly can the business that we’re working with realize the value of the data
in their processes.”
Innovation platform that enables timely delivery of use cases and functionality:
“SAP BTP is our innovation platform. It is where we put all our new use cases. It helps to
move applications or use cases to the cloud and it helps us speed up new use cases,
which is something we are doing now.”
As shown in Figure 3, IDC calculates that study participants complete major projects 31%
faster with SAP BTP, saving an average of around eight weeks per project. While the
nature of these projects varies, the ability to deliver them in weeks, months, or even years
sooner than previously is a major advantage of using SAP BTP.
FIGURE 3
Impact on Time to Complete per Project
(Number of weeks)
15 weeks
Organizations commonly cited higher productivity and effectiveness for their development
teams as an important benefit of SAP BTP. Study participants rely on their software
development teams to provide their businesses with differentiated functionality, and see
the most value when these teams can deliver new functionality in a consistent and timely
manner. One study participant described the impact on its development team: “SAP BTP
provides platform as a service capabilities and makes available the framework and out-of-
the-box functionalities needed to connect across our SAP environment. The less each of the
developers needs to attend to or try to figure out themselves, the better. That’s the whole
purpose of SAP BTP and why it’s a given that we would choose it because it saves a lot of
development time.”
Figure 4 (next page) shows IDC’s analysis of the impact of using SAP BTP on interviewed
organizations’ development teams. On average, they said their development teams have
gained 19% in productivity, reflecting their ability to provide their businesses with higher
quality and more timely functionality across their SAP and broader business environments.
FIGURE 4
Impact on Development Team Productivity
(Equivalent productivity, FTEs per organization)
2.2 13.8
11.6
For an accessible version of the data in this figure, see Data for Figure 4 in Appendix 5.
As study participants make greater use of SAP BTP, they achieve better business process
outcomes. Instead of relying on manual intervention that hard is to monitor and inherently
prone to error, they take advantage of automation that not only means faster completion,
but fewer problems requiring intervention. They reported seeing 63% fewer business
process errors and 39% fewer defects with SAP BTP, and needing 42% less time to address
errors (see Figure 5, next page).
FIGURE 5
Process and Data Automation Benefits
(Percentage benefit with SAP BTP)
Table 2 quantifies direct time savings for study participants achieved through SAP BTP
process automation. One study participant provided details about how automation has
freed up time and resulted in better outcomes for its procurement and accounting activities:
“We have improved the user experience quite a lot with SAP BTP. We are saving time in
all of our procurement and accounting processes because top managers are not sitting
all day long in front of their computers. For them, it’s easy to make a click on their mobile
phones to approve, and it goes faster by at least 20% to 30%.”
TABLE 2
Impact on Business Processes
In addition to direct time savings through automation, study participants also connected
higher productivity for LOB teams, including finance, marketing, and sales teams, to use
of SAP BTP. They said these teams benefit from faster delivery of new features as well as
higher-performing SAP environments. One study participant detailed how SAP BTP has
enabled its marketing team: “Our marketing team saves time with SAP BTP, and they are
one of the teams that benefit the most. Our two marketing team members save around
30% because there is now quite a lot of automation and they have access to data from
all of the different vendors.” So far, study participants reported that around 30 members
of their LOB teams have benefited from use of SAP BTP with an average productivity
gain of 6% (see Table 3), again reflecting teams’ ability to do more and deliver more value
to their organization with SAP BTP.
TABLE 3
Impact on Line-of-Business Productivity Gains
Before/
Without With SAP Percentage
SAP BTP BTP Difference Benefit
As shown in Table 4, SAP customers linked their use of SAP BTP to higher revenue and
operational cost savings of $231,000 and $15,700 per organization per year respectively.
TABLE 4
Business Productivity Benefits, Higher Revenue
Avoid the cost of another Big Data platform and other tools:
“With SAP BTP, we don’t have to have another Big Data platform and we can do everything
on SAP BTP. Also, the integration capabilities of SAP BTP makes the effort and cost
of implementing use cases a lot lower. If we didn’t have SAP BTP and had other tools,
we would have extra work for integrations and related work. For the use cases we’ve
implemented with SAP BTP, we definitely would have needed two people.”
Cost-effective infrastructure:
“SAP BTP brings cost efficiency in our infrastructure applications because we have just one
cost block and we don’t have any separate cost of infrastructure anymore.”
For study participants, these direct cost savings and efficiencies can have
significant value. Specifically, they reported the following benefits:
Saving an average of $394,600 per year on infrastructure, licensing, and other direct costs
associated with running their SAP environments
ROI Summary
Table 5 presents IDC’s summary of the financial benefits and costs associated with study
participants’ use of SAP BTP. IDC calculates that these organizations will achieve average
discounted benefits over three years of $3.85 million per organization ($463,300 per 100
SAP users) in cost savings, staff efficiencies and productivity gains, and higher net revenue.
These benefits compare with three-year discounted investment costs of an average of
$0.65 million per organization ($77,800 per 100 users), which would result in an average
three-year ROI of 495% and breakeven on investment in SAP BTP in an average of six
months.
TABLE 5
Return on Investment (ROI) Analysis
Challenges / Opportunities
Deployment of technology innovations is evolving all the time, and at the same time new
digital decision makers (beyond the traditional IT department) are rapidly emerging and
have a laser focus on delivering digitally enabled business outcomes. To support this,
technology architectures need to become more flexible, extensible, open, and directly
linked to concrete business challenges and outcomes. As a result, platform architectures
linked to horizontal and industry-specific digital use cases are taking center stage. It is
critical that buyers look for a technology partner that enables digital business value creation,
while providing solution flexibility and interoperability.
Conclusion
Enterprises must increasingly operate and compete in a digital-first world. Among other
things, this means that their success depends on moving from digital transformation to
running a digital business that can achieve the desired digital outcomes. This means they
need a technology architecture that is flexible, extensible, and open, and can meet specific
business challenges and realize targeted outcomes. SAP BTP enables digital businesses
to do this. It is cloud native and customers can use it as a comprehensive and interoperable
platform to enable application development, data and analytics activities, integration,
and AI. Its inherent flexibility means that customers can use it in any infrastructure
environment to innovate and run their business operations.
IDC’s research, based on in-depth interviews with SAP BTP customers, demonstrates the
platform’s ability to generate significant value. Study participants described making their
SAP environments more cost-effective and efficient while also achieving significant value
through efficiencies, productivity gains, and higher revenue through automation, integration,
and increased functionality. Overall, they viewed SAP BTP as a fundamental component of
their efforts to innovate and succeed as digital businesses. Based on interviews with these
SAP BTP customers, IDC puts the value they will achieve by better using data, improving
integration and development, automating business processes, efficiencies, and cost savings
at an annual average of $195,100 per 100 SAP users ($1.62 million per organization).
These levels of benefits and investment costs would result in an average three-year ROI
of 495% and breakeven on investment in an average of six months.
Appendix 1:
SAP Business Technology
Platform
The SAP Business Technology Platform is a cloud-native platform with all the necessary
applications, tools, and services to build and orchestrate cloud data management
platforms, going beyond the isolated data management platform. It is a comprehensive and
interoperable platform that enables app development, data and analytics, integration,
and AI capabilities. It operates in any infrastructure environment, from cloud to on premises,
hybrid, and edge. Its main differential as a cloud platform is its readiness for all business
innovation initiatives and requirements.
Data and analytics: decision-making-oriented analytics suite (including SAP Data Analytics
cloud) including pre-built SAP business content
Extended planning and analysis: planning and analysis can be combined to drive more
effective decision making, and planning can be enhanced using trusted data
Artificial intelligence: readiness to work with artificial intelligence (AI), with pre-trained AI
models that are industry specific; chatbots can be built with a conversational AI service and
be run transparently
FIGURE 6
SAP Business Technology Platform
Intelligent, sustainable
enterprise
Industry-specific
end-to-end processes
Source: SAP
SAP BTP has a stable multicloud, multi-runtime technology foundation. One of its unique
characteristics is that the platform is embedded with the connection capabilities of any data
sources. From a data management perspective, the platform is also oriented to data quality
services (cleansing, enriching, partner screening). There is also support for integrated
analytics capabilities and AI, which gives more actionable value to the data.
SAP BTP is business centric, with its connectivity and interconnectedness features based on
business cases. Customers can develop public cloud SaaS solutions for industry cloud on
BTP (pre-built use cases and industry content). A major advantage for some industry players
is that they can rely on the industry-specific knowledge from the analytics functionalities
and the low-code capabilities that lower the bar for its adoption.
Appendix 2:
Study Demographics and
Use of SAP BTP
IDC spoke with nine SAP customers about their experiences with SAP BTP. Interviews were
in-depth and designed to understand the impact of using SAP BTP on the organizations’
ability to use data, development efforts, business processes, costs and staff time
requirements, and business outcomes.
Organizations use SAP BTP alongside other SAP solutions that commonly include SAP
S/4HANA and SAP ECC. As shown in Table 6, the study participants were enterprise-level
organizations, with a mean average of 11,726 employees and $4.86 billion in annual revenue
(medians of 5,000 employees and $1.50 billion in revenue). The organizations interviewed
by IDC are based in a wide range of locations, including Germany, Belgium, Denmark,
Switzerland, the U.K., Australia, Canada, and Brazil, and represent a range of industry
verticals with experience with SAP BTP, including utilities, construction, consumer products,
entertainment, government, manufacturing, and professional services (see Table 6 for
more details).
TABLE 6
Demographics of Interviewed Organizations
Integration and connectors enable insights across application and service portfolio:
“There was a huge advantage for us in implementing SAP BTP because it makes a lot
of connectors available, which we saw as a definite way to grow our services and have
specific applications available to support Big Data and integration processes that run
through SAP BTP.”
Right platform for development and extension optimized for SAP and its ecosystem:
“We want to build some nice applications and some solutions on top of them, and SAP BTP
comes as the obvious choice because it’s the de facto solution when it comes to building
ERP solutions and SAP systems.”
Study participants reported using SAP BTP for many of their most important
applications and business activities, including:
• Supporting process departments that are integral to business operations
• Connecting SAP Fiori to other systems and applications to ensure the flow of data across
operations
Table 7 provides details about study participants’ use of SAP BTP at the time of the
interviews. On average (mean), they were using SAP BTP for 12 business applications with
832 day-to-day users on teams that include finance, marketing, auditing, development,
and field service. Study participants said they continue to evaluate ways of expanding their
use of SAP BTP for additional applications and LOB user groups.
TABLE 7
Use of SAP BTP by Interviewed Organizations
Number of sites/branches 23 8
n = 9; Source: IDC in-depth interviews, June 2022
Appendix 3:
Methodology
This project used IDC’s standard business value/ROI methodology. This methodology is
based on gathering data from organizations currently using SAP BTP as the foundation for
the model.
2. Created a complete investment (three-year total cost analysis) profile based on the
interviews. Investments go beyond the initial and annual costs of using SAP BTP
and can include additional costs related to migrations, planning, consulting, and staff
or user training.
3. Calculated the ROI and payback period. IDC conducted a depreciated cash flow
analysis of the benefits and investments for the organizations’ use of SAP BTP over a
three-year period. ROI is the ratio of the net present value (NPV) and the discounted
investment. The payback period is the point at which cumulative benefits equal the initial
investment.
• The net present value of the three-year savings is calculated by subtracting the amount
that would have been realized by investing the original sum in an instrument yielding
a 12% return to allow for the missed opportunity cost. This accounts for both the assumed
cost of money and the assumed rate of return.
• IDC applies a net margin assumption (15%) for revenue gains and certain user productivity
benefits attributed to interviewed organizations’ use of SAP BTP resulting in the net
revenue and net productivity calculations applied to IDC’s model.
• Because use of SAP BTP requires a deployment period, its full benefits are not available
during deployment. To capture this reality, IDC prorates the benefits on a monthly basis
and then subtracts the deployment time from the first-year savings.
For this study, IDC applies the following definitions of areas of value:
• Higher total revenue: increased revenue related to study participants’ use of SAP BTP
• Higher net revenue: value of higher total revenue after applying an assumed 15% margin;
this is the value of higher revenue applied for IDC’s return on investment model
• Higher net productivity: value of higher productivity after applying an assumed 15%
margin; this is the value of higher productivity applied for IDC’s return on investment
model
Appendix 4:
Quantified Benefits of Use
of SAP BTP
Table 8 provides an overview of the financial benefits that study participants reported
achieving with SAP BTP. On average, IDC calculates that they will realize benefits
worth $1.62 million per organization per year ($195,100 per 100 SAP users) in the areas
of value shown in Table 8.
TABLE 8
Annual Quantified Financial Benefits
Calculated Average
Category of Value Average Quantitative Benefit Annual Value*
*IDC’s analysis includes an average deployment time for SAP BTP of 3.4 months. During this time, interviewed organizations were assumed not to be realizing benefits with SAP BTP,
which is why the “average quantitative benefit” differs from the “calculated average annual value”
Note: All numbers in this document may not be exact due to rounding.
Appendix 5:
Supplemental Data
The tables in this appendix provide an accessible version of the data for the complex figures included in
this White Paper. By clicking “Return to original figure” below each table, you can quickly get back to
the corresponding data figure.
Development Higher
team productivity, productivity Development
before/without through use of team productivity,
SAP BTP SAP BTP with SAP BTP
Philip Carter is group vice president, European chief analyst, and WW C-suite tech research
lead. His global responsibilities focus on creating research that assesses tech spending
and buyer preferences across the C-suite, with a focus on business leadership as it relates
to technology objectives, priorities, programs, and investments. This research covers the
emerging trends around the C-suite technology objectives as they relate to use cases
and line-of-business KPIs. It also focused on the shift toward modular apps, platform-based
portfolios, rapid development methodologies, and more open architectures.
Andrea Siviero
Research Director, European Verticals Markets and Digital Business, IDC
Andrea Siviero leads IDC’s European Vertical Markets and Digital Business Research
group. The group focuses on analyzing cross-industry digital trends and on how European
organizations’ business value is created based on the use of digital technologies.
Siviero advises IT players on building a forward-looking vertical and digital strategy, while
providing an in-depth view on cross-industry technology adoption, key digital use cases,
macroeconomic digital impact, and digital regulations and emerging technology, via
qualitative subscriptions and custom consulting projects. He has extensive experience
with large strategy and go-to-market projects with IT providers. He is a member of IDC’s
global Tech Storytellers taskforce and he is passionate about public speaking and customer
engagement opportunities.
Giulia Carosella
European Digital Transformation Practice Lead, IDC
Giulia Carosella leads IDC’s European Digital Transformation (DX) Practice. In her role she
advises ICT players and European end-users’ C-suite leads on European DX strategies and
roadmaps, looking at C-suite dynamics and priorities, business models and ecosystems,
use cases, key metrics, and changing organizational structures. In her role, she also focuses
on evolving technology architecture and the shift towards open, flexible, and data-driven
platform architectures.
Anielle Guedes
Senior Research Analyst, IDC’s European Customer Insights & Analysis Group, IDC
Anielle Guedes is a senior research analyst in IDC’s European Customer Insights & Analysis
group. In her role she advises and supports Tech providers on their European vertical
strategies. Her research is focused on analyzing European vertical markets’ digital trends,
including industry digital ecosystems, digital use cases, and digital-native organizations.
Matthew Marden
Research Vice President, Business Value Strategy Practice, IDC
Matthew is responsible for carrying out custom business value research engagements and
consulting projects for clients in a number of technology areas with a focus on determining
the return on investment (ROI) of their use of enterprise technologies. Matthew’s research
often analyzes how organizations are leveraging investment in digital technology solutions
and initiatives to create value through efficiencies and business enablement.
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