1. A Contribution to the
Global Measurement
of the ICT Sector:
ALETI Census
November 13th, 2013
GPATS 2013
São Paulo – SP - Brazil

2. Initial Diagnosis
• In-depth indicators about the IT Sector do not exist
• Few existing data do not allow for comparison among
geographic areas, both inside the country and internationally
• Governments’ data:
– Focus just on revenues and employment
• Due to being derived from tax and labour declarations
• Global Market Research Companies:
– Focus on Sales of ICT products and services
– Local ICT industry covered only partially
• Mostly to find business partners for huge global players
First Stated in writing during
Assespro Nacional Strategic Planning
developed November 2010

3. Our Goals
• Deep Understanding of the ICT Sector
– As has never been available
– Be able to evaluate Public Policies
• When being developed/proposed by governments
• Monitor their impact over time when implemented
• Knowledge and action
in benefit of associations´ members
– Benchmarking
– Matchmaking
– Business Opportunities Generation

4. Our Strategy
• Totally focused on
Producers/Resellers of ICT Goods and Services
• Questionnaire Size
– Bigger than any commercial survey
– Doesn't impact on effort to push for participation
– Web data collection
• Respondents:
Company owners and Chief-Level executives
– By going through Associations, direct access to them
– Warrants high quality of data collected
• Data Collection gets Repeated every year
– Allow for development of historical series

5. Pilot Round
• Assespro Nacional’s Board
– Structured the project during 2011
– To be run only in Brazil, as a ‘pilot project’
– But planned to be expanded to other countries
• Called “Censo Assespro do Setor de TI”
– First round of data collection
& analysis during 2012

6. Public Policy: A practical case
• Brazilian Science and Technology Ministry launched
“TI Maior” (‘Bigger IT’) program Aug/2012
– One of proposed measures:
• Develop a new national certification process (“CerTICs”)
– Aimed at certifying
“local development of innovative products”
– Certified products would receive 25% of margin of preference for
procurement by the Brazilian Federal Government
– Details not known during Census preparation, but able to
evaluate:
• Which companies would benefit
• Real size of market impact

7. CerTICs evaluation with
2012 Census data
0%
50%
100%
150%
200%
42,8%
Ser vices
Sout h
36,1%
Wholesale & Ret ail
34,7%
Const r uct ion &
Manufact ur ing
27,0%
Public Sect or
Sout heast
18,6%
Financial Sect or
14,0%
IT
10,9%
I nfr ast r uct ur e
Ot her Regions
3,2%
Pr im ar y Sect or
2,9%
I ndividuals
I nfr ast r uct ur e
Public Sect or
21%
68%
39%
14%
Pr im ar y Sect or
11%
Const ruct ion &
Manuf act uring
24%
2%
Public Sect or
34%
43%
Services
33%
56%
29%
6%
34%
57%
33%
24%
IT
5%
20%
49%
Financial Sect or
21%
Smal l
36%
33%
39%
27%
36%
40%
31%
38%
32%
26%
42%
36%
30%
28%
56%
22%
22%
50%
I nf rast ruct ur e
Mi cro
55%
1%
Prim ary Sect or
50%
22%
6%
40%
47%
9%
I ndividuals
Prim ary Sect or
9%
42%
39%
18%
Const r uct ion &
Manuf act ur ing
Wholesale & Ret ail
IT
I ndi viduals
Wholesale & Ret ail
13%
Ser vices
IT
Wholesal e & Ret ai l
Fi nanci al Sector
I nfrast ruct ure
2%
Publi c Sect or
Const ruct i on & Manuf act uri ng
Financial Sect or
Ser vices
Medi um
Big
I ndividuals
High
57%
23%
60%
20%
20%
I nt erm ediat e
20%
Low

8. Going Multinational
• ALETI Indicators Working Group
– Worked all of 2012
– Harmonizing with other national initiatives
– Results approved by ALETI Assembly Peru (Jan 2013)
• Sponsoring companies:
– SurveyMonkey (www.surveymonkey.com)
• Contributes with survey software
– MBI (www.mbi.com.br)
• Data Handling & Chart Preparation

9. The 2013 data collection ‘war’
• From Aug 1st to Oct 21st, 2013
– 849 participating companies
– From 17 countries
– 575 complete
questionnaires
– 555 of them
selected for analysis
– Over 53 thousand
individual answers
– 96 answers
per company
in average
– Minimum: 61
– Maximum: 213
10
< 24/ 08/ 2013
11
31/ 08/ 2013
07/ 09/ 2013
14/ 09/ 2013
21/ 09/ 2013
28/ 09/ 2013
3
21
65
89
126
05/ 10/ 2013
124
12/ 10/ 2013
19/ 10/ 2013
106

10. Census' Contents (I)
• Geographical Distribution
– Country where company is
located
– Headquarters' States/Province
– Offices in other States/Provinces
• Companies Offer
– ICT Products and Services
• Technical Platforms
– Operating System Types
– Database Management System
Types
– Programming Languages Types
– Global Products Integration
• Markets Serviced
– Vertical Segments
– Horizontal Markets
• Human Resources Available
–
–
–
–
–
–
Software Developers
Other ICT professionals
Dedicated to R&D&i
Marketing and/or Sales
Other company areas
Total workforce size
• Human Resources
Education
– Certified Professionals
– University Degree
– Post Graduation

11. Census' Contents (II)
• Human Resources
Evolution
– Hiring during the last 12
months
– Leaving and fired during the
last 12 months
– Idle capacity
– Feasible and Possible Short
term Hiring
– Workforce Variation over the
last 12 months
– Technical Capacity
Maintenance
• Business Strategies
– Recurring Revenues
– Contracts covered by SLA
agreements
– Geographic Dispersion
– Companies Certifications
– Intellectual Property
Protection
– Joint Ventures & Formal
Partnerships
– Participation in Trade
Associations and Social
Organizations

12. Census' Contents (III)
• Internationalization
– Own offices per continent
– Revenues & variation in
exports
– Target Countries
– Foreign Travel
– Export Channels
 E-Commerce,
own offices,
clients & resellers
• Innovation
– Innovation Types
Adopted
– Interaction with
Clients & Universities
– Knowledge Management
& Sharing
– Buying & Selling of
Intellectual Property
– Usage & Release
of Open Technology
– Profits
through Innovation
– Revenue Share
of new Products

13. Census' Contents (IV)
• R&D
– In Use R&D Subjects
– Potential R&D Subjects
– R&D Investment
• Finance
–
–
–
–
Capital Sources Used
Capital Sources to be Used
Amount of Capital Obtained
Amount of & Variation in
Revenues
A LONG list!
All subjects
equally important

14. Designing Answers
• Usage of ranges instead of values
– Easier to get answers
– Range averages are more precise
• Based on standard classification systems
– E.g. vertical markets, R&D subjects
• Need to be simultaneously:
– Sufficiently detailed to allow for matchmaking
– Structured to be grouped during analysis
– In case specific answers are not selected
frequently enough to be statistically significant

15. Cross Analysis
• Understanding relations between
apparently unrelated aspects
• Frequently reveals ‘pearls’ of wisdom
• Let’s see TWO examples:
– Which size of companies are the most aggressive
innovators?
– How does R & D budget relate to the adoption of
open source technologies?

16. Aggressive Innovation
vs. Companies’ Revenues
More t han USD 500 Million
17%
17%
33%
29%
From USD 100M t o 500 Million
From USD 50M t o 100 Million
14%
From USD 20M t o 50 Million
13%
14%
From USD 10M t o 20 Million
9%
19%
From USD 600K t o 1,8 Million
From USD 180K t o 600 Thousand
Up t o USD 180K
Never
Ver y rar ely
29%
17%
30%
13%
36%
Rar ely
27%
16%
10%
Som et im es
21%
Fr equent ly
19%
8%
16%
19%
8%
13%
22%
22%
9%
12%
31%
22%
10%
13%
19%
18%
12%
31%
17%
38%
14%
22%
14%
43%
19%
20%
From USD 1,8M t o 5 Million
14%
43%
16%
From USD 5M t o 10 Million
33%
6%
11%
5%
6%
10%
Cont inuosly

17. R & D Budget vs. adoption
of open source technologies
Never
Ver y rarely
Rar ely
29%
We don't invest in R& D
13%
13%
13%
14%
11%
From 2% t o 4%
17%
11%
From 4% t o 8%
18%
Mor e t han 15%
10%
6%
16%
13%
14%
23%
27%
19%
25%
18%
19%
18%
19%
19%
20%
20%
33%
23%
16%
16%
Mor e t han 15%
7,7%
Som et im es
22,0%
Cont inuosly
21,6%
Fr equent ly
17,8%
“Love it
or leave it”
We don't invest in
R& D
22,7%
Less t han 0,25%
7,0%
From 4% t o 8%
14,4%
Very r ar ely
9,9%
Never
18,9%
19%
11%
Fr om 8% t o 15%
12,6%
Rarely
9,7%
19%
25%
26%
18%
Cont inuosly
18%
20%
24%
14%
18%
11%
8%
7%
23%
16%
11%
9%
From 8% t o 15%
5%
3%
Fr equent ly
5%
16%
30%
Fr om 0,5% t o 1%
From 1% t o 2%
11%
23%
Less t han 0,25%
Fr om 0,25% t o 0,5%
Som et im es
From 0,25% t o 0,5%
5,8%
Fr om 2% t o 4%
15,1%
Fr om 1% t o 2%
7,9%
From 0,5% t o 1%
6,7%
Homogeneous distribution

18. Subset Analysis
• Based on considering subset of companies
with a specific answer to a specific question
• Examples:
– Are revenues of companies betting on mobile
platforms higher or lower than the sector’s
average?
– Do companies offering Software as a Service
export more or less than average?

19. Company Revenues
for Mobile Platform Producers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Com panies
Work ing on Mobile
Up t o USD 180K
Fr om USD 180K t o 600 Thousand
Fr om USD 600K t o 1,8 Million
From USD 1,8M t o 5 Million
Fr om USD 5M t o 10 Million
Fr om USD 10M t o 20 Million
From USD 20M t o 50 Million
Fr om USD 50M t o 100 Million
Fr om USD 100M t o 500 Million
Mor e t han USD 500 Million

20. Level of Exports for SaaS Producers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Com panies in Gener al
Com panies of f er ing SaaS
Don't export
Less t han 0,25%
Fr om 0,25 t o 1%
Fr om 1 t o 4%
From 15 t o 30%
From 30 t o 60%
Fr om 60 t o 80%
More t han 80%
Fr om 4 t o 15%

21. Geographic Grouping
Portugal
Mexico and
Central America
5,9%
España
Iberian Peninsula
7,2%
North Cone
12,4%
Brasil
63,4%
South Cone
11,0%
An example
of grouped analysis

22. Level of Exports
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sout her n Cone
Nor t her n Cone
Mexico and Cent r al
Am erica
I ber ian Peninsula
Br azil
Not hing
Less t han 0,25%
Fr om 0,25 t o 1%
Fr om 1 t o 4%
Fr om 15 t o 30%
Fr om 30 t o 60%
Fr om 60 t o 80%
Mor e t han 80%
Fr om 4 t o 15%

23. Interaction with Universities
as an Innovation Strategy
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Whole Region
Sout her n Cone
Nor t her n Cone
Mexico and Cent r al
Am erica
I ber ian Peninsula
Br azil
Never
Ver y r ar ely
Rar ely
Som et im es
Fr equent ly
Cont inuosly

24. Operating Systems
0%
50%
Whole Region
Sout her n Cone
29%
16%
Nor t her n Cone
7% 12%
35%
4% 10%
9%
I ber ian Peninsula
38%
13%
28%
9% 6%
77%
39%
150%
77%
5% 8%
Mexico and Cent r al
Am erica
Br azil
100%
21%
77%
19%
33%
43%
36%
73%
78%
25%
58%
12% 6%
15%
250%
16%
13%
67%
18%
7% 10%
5%
200%
48%
20%
41%
33%
38%
18%
23%
11%
Mobile
Em bedded
Apple ( non- phone)
Micr osof t
Mid-sized syst em
Mainf ram es
Linux f am ily
Unix fam ily

25. Census’ Data Sharing Policy
• Because of:
– Huge number of possible analysis
• Much bigger than IT associations resources
– Wider usage of data brings wider recognition
• Census database is shared with interested:
–
–
–
–
–
Governments
Universities
Research Centers
International and Multilateral Organizations
Plus other non-profit organizations
• Free of Charge
– We just ask for the signature of a simple MOU

26. Next Goals
• Grow number of participating companies
– During each annual rollout
• Grow number of participating countries
– Including new geographic areas
WITSA is our natural ‘network hub’

27. Thank you!
•
WITSA Board Member (2012-2014)
ALETI President (2011-2013)
Assespro Nacional Vice-President (2011-2014)
Assespro São Paulo President (2007-2010)
Assespro São Paulo Director (2003-2006)
Columnist at Information Week Brasil (since 1999)
M.Sc. In Computer Science at São Paulo University (USP) - 1992
Founder & CEO at MBI – since 1990
Former University Professor in Computer Science (USP) - 1988-1998
Working in IT since 1979
Roberto C. Mayer
presidente@aleti.org
roberto.mayer@assespro.org.br