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
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
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
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
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
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
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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
The ITIB Concept
The IT Industry Barometer (ITIB) concept covers all aspects for measuring the IT industry globally
IT Industry Barometer
Concept
Analysis of Statistical
Concepts
 Overview of the statistical environment
 International standards
Data Modules
(Survey Structure)
 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
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
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
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
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
ITIB Online Demo Version
Page 14
ITIB Online Demo Version
Page 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
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
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
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
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
Back-Up
Page 23
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
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
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
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
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