Content Buyer Market Profile: High-Technology Industry

This Briefing provides key metrics and trend analysis about the high-technology industry as a market for information content (IC). The high-tech market is characterized by fast product cycle time, reduction of R&D resources in favor of adaptive technologies, and intense competition, a combustible combination that drives a market-focused information reliance. Key industry trends driving content consumption include: content decisions are increasingly motivated by cost savings and market share gains; service and support is a new competitive advantage to which content contributes; the industry itself is a major provider of content, which creates credibility gaps; and the high-tech industry encompasses some of the best and worst examples of content use and management practices. The Briefing examines industry metrics relevant to content providers, including industry size, growth rate, numbers of knowledge workers, content budgets and spending patterns, content deployment trends and practices, and user behaviors and practices. Current, detailed data on users is drawn from Outsell's Normative Database of over 30,000 user profiles, and the industry's content deployment practices are mapped from Outsell's annual study of deployment functions. For commercial content vendors, the Briefing provides specific, actionable data and trends about this key content market. For content deployment professionals, the Briefing urges innovations in how content is delivered and expansion of the deployment role to include Extranets and content focused on sales and customer support.