European firms will spend 28% of their total 2015 technology purchases, or €190-billion, on the adoption of business technology (BT) – technologies that will help them to win, serve and retain customers.
This compares with 36% in the US and 25% in Asia Pacific, according to Forrester midyear forecast.
Europe’s BT agenda spending is expected to grow much faster than spending on traditional IT, at 11,8% growth and 3,1% growth, respectively.
Overall, European technology spending will grow by 5,4% in 2015 and 4,1% in 2016. Europe’s technology market remains larger than Asia Pacific’s technology market but about two-thirds the size of the Americas’ tech market.
Measured in euros, businesses and governments in the Americas will spend €1,105-billion on technology purchases in 2015, compared with €684-billion in Western and Central Europe, and €512-billion in Asia Pacific. The UK at €150,5-billion, Germany at €112-billion, and France at €89-billion combined will represent more than half of the European technology market this year.
Software and technology consulting/systems integration services are the categories that will contribute most to Europe’s tech spending growth, increasing at 7,4% and 7% in 2015, respectively. This growth is a result of increased spending on mobile apps, analytics and big data, and customer-oriented applications, along with the related services for helping firms choose, implement, and maximise value from these software products.