NEW YORK, Oct. 29, 2023 /PRNewswire/ -- The smart buildings market size is estimated to increase by USD 46.12 billion from 2022 to 2027. The market's growth momentum will progress at a CAGR of 9.73% during the forecast period. The market is fragmented due to the presence of diversified international and regional vendors. The market is fragmented, and the degree of fragmentation will accelerate during the forecast period. Competitors have to focus on differentiating their product offerings with unique value propositions to strengthen their foothold in the market. Market vendors also have to leverage the existing growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments. ABB Ltd., Advantech Co. Ltd., BuildingIQ Inc., BuildingLogiX, Cisco Systems Inc., Delta Electronics Inc., Emerson Electric Co., Honeywell International Inc., Johnson Controls International Plc, L and T Technology Services Ltd., Legrand North America LLC, Robert Bosch GmbH, Schneider Electric SE, Siemens AG, Snap One LLC, Softdel System Pte. Ltd., Verdigris Technologies Inc., Panasonic Holdings Corp., and International Business Machines Corp. are among some of the major market participants.
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Technavio has announced its latest market research report titled Global Smart Buildings Market
Smart Buildings Market 2023-2027: Scope
Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The soft skills training market report covers the following areas:
Smart Buildings Market 2023-2027 Size
Smart Buildings Market 2023-2027 Trends
Smart Buildings Market 2023-2027 Industry Analysis
Vendor Offerings
ABB Ltd. - The company offers smart building solutions that enhance well-being, efficiency, cost transparency, sustainability, connectivity, etc.
Advantech Co. Ltd. - The company offers smart building products such as Wzzard, WISE-6610, WISE-DeviceOn, WP/EnSaaS, and Helicon.
BuildingIQ Inc - The company offers smart building solutions through its 5i Intelligent Energy Platform.
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Smart Buildings Market 2023-2027 - Market dynamics
Key Driver
The growing need for building automation to enhance business outcomes is a major factor driving the smart buildings market growth. There are various benefits to building automation software. For Instance, the software acts as a control system, for the automatic regulation and control of facility subsystems, by maintaining the predefined parameters for different systems in a building. However, this software permits industrial, residential, and commercial buildings to manage, control, and operate the functioning of their buildings easily and more efficiently. Building automation has become an integral aspect of businesses these days and the adoption of building automation software enhances the cost savings of organizations significantly by enabling efficient energy management. For instance, all the parts of an HVAC system, including the different components, are connected to building management systems, and an alarm is generated if the value for any of these sub-systems surpasses the predefined limits. Such factors play an imperative role in driving the growth of the market in focus.
Key Trends -
An emerging trend in the smart buildings market is the growing concept of BIoT.
Smart building is the integration of all standalone automated systems with additional support features such as cloud integration.
BIoT is the new vision of making the building intelligent to take insights from the information and react automatically.
The cloud infrastructure connects the sensors and actuators to exchange information among themselves and improve the working conditions.
In addition, BIoT enables the integration of handheld devices such as mobile phones and tablets with building control to manage the process remotely.
Moreover, the analytical reports help managers to optimize energy efficiency and the working environment further. Vendors are also making continuous efforts to integrate smart buildings with cyber security and connected buildings technology.
Thus, the rising adoption of BIoT in smart building solutions will drive the growth of the market in focus during the forecast period.
Major challenges -
A key challenge that impedes the market growth of smart buildings is the high switching and installation cost.
Building automation provides enhanced visibility of energy utilization in a building at the sub-meter level, paving the way for more efficient facility management.
The high costs associated with these installations, in combination with the cost of the products and software, make the solution extremely expensive and have restricted the acceptance of smart solutions to large commercial enterprises.
In addition, the integration of buildings automation with business systems and cybersecurity further raises the cost of installation multifold, which hampers smart buildings adoption rate in a few sectors.
Implementation of this process takes time, delaying mission-critical events that prevent end users from making up their minds to adopt an integrated approach.
Hence, it is expected that such challenges will reduce during the forecast period as many new and existing buildings implement cost and energy-saving smart building solutions.
Smart Buildings Market 2023-2027: Segmentation
Smart Buildings Market is segmented as below:
Solution
Software
Hardware
Services
Product
BMS
HVAC
Lighting Control
Security And Access Control
Others
Geography
North America
Europe
APAC
South America
Middle East And Africa
The market share growth by the software segment will be significant during the forecast period. Software plays an important role in smart buildings as every element needs to be supplied with a realistic solution integrating the analysis tools and all other control systems. A building is smart when all the devices are capable of understanding and analyzing the environment, taking action, and generating an analytical report, which is achieved through software. Software plays an integral role in smart buildings through integrated building management systems. Moreover, the information collected is then processed and used to analyze and arrive at the best course of action, which is then spread to the appropriate sub-system or device for further corrective or preventive action. Growing commercialization in emerging economies has led to growth in new buildings, and rising energy consumption has created a need to save energy. Globally, governments are largely focusing on converting new construction into smart buildings to balance the trade-off. Thus, the software market is expected to show high growth during the forecast period.
Smart Buildings Market 2023-2027: Key Highlights
CAGR of the market during the forecast period 2023-2027
Detailed information on factors that will assist smart buildings market growth during the next five years
Estimation of the smart buildings market size and its contribution to the parent market
Predictions on upcoming trends and changes in consumer behaviour
The growth of the smart buildings market
Analysis of the market's competitive landscape and detailed information on vendors
Comprehensive details of factors that will challenge the growth of the smart buildings market, vendors
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Smart Buildings Market Scope | |
Report Coverage | Details |
Base year | 2022 |
Historic period | 2017-2021 |
Forecast period | 2023-2027 |
Growth momentum & CAGR | Accelerate at a CAGR of 9.73% |
Market growth 2023-2027 | USD 46.12 billion |
Market structure | Fragmented |
YoY growth 2022-2023(%) | 8.96 |
Regional analysis | North America, Europe, APAC, South America, and Middle East and Africa |
Performing market contribution | APAC at 31% |
Key countries | US, China, Japan, UK, and Germany |
Competitive landscape | Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
Key companies profiled | ABB Ltd., Advantech Co. Ltd., BuildingIQ Inc., BuildingLogiX, Cisco Systems Inc., Delta Electronics Inc., Emerson Electric Co., Honeywell International Inc., Johnson Controls International Plc, L and T Technology Services Ltd., Legrand North America LLC, Robert Bosch GmbH, Schneider Electric SE, Siemens AG, Snap One LLC, Softdel System Pte. Ltd., Verdigris Technologies Inc., Panasonic Holdings Corp., and International Business Machines Corp. |
Market dynamics | Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period |
Customization purview | If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
Customization purview | If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
Table of Contents
1 Executive Summary
1.1 Market overview
Exhibit 01: Executive Summary – Chart on Market Overview
Exhibit 02: Executive Summary – Data Table on Market Overview
Exhibit 03: Executive Summary – Chart on Global Market Characteristics
Exhibit 04: Executive Summary – Chart on Market by Geography
Exhibit 05: Executive Summary – Chart on Market Segmentation by Solution
Exhibit 06: Executive Summary – Chart on Market Segmentation by Product
Exhibit 07: Executive Summary – Chart on Incremental Growth
Exhibit 08: Executive Summary – Data Table on Incremental Growth
Exhibit 09: Executive Summary – Chart on Vendor Market Positioning
2 Market Landscape
2.1 Market ecosystem
Exhibit 10: Parent market
Exhibit 11: Market Characteristics
3 Market Sizing
3.1 Market definition
Exhibit 12: Offerings of vendors included in the market definition
3.2 Market segment analysis
Exhibit 13: Market segments
3.3 Market size 2022
3.4 Market outlook: Forecast for 2022-2027
Exhibit 14: Chart on Global - Market size and forecast 2022-2027 (USD million)
Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 (USD million)
Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)
4 Historic Market Size
4.1 Global Smart Buildings Market 2023-2027 2017 - 2021
Exhibit 18: Historic Market Size – Data Table on Global Smart Buildings Market 2023-2027 2017 - 2021 (USD million)
4.2 Solution Segment Analysis 2017 - 2021
Exhibit 19: Historic Market Size – Solution Segment 2017 - 2021 (USD million)
4.3 Product Segment Analysis 2017 - 2021
Exhibit 20: Historic Market Size – Product Segment 2017 - 2021 (USD million)
4.4 Geography Segment Analysis 2017 - 2021
Exhibit 21: Historic Market Size – Geography Segment 2017 - 2021 (USD million)
4.5 Country Segment Analysis 2017 - 2021
Exhibit 22: Historic Market Size – Country Segment 2017 - 2021 (USD million)
5 Five Forces Analysis
5.1 Five forces summary
Exhibit 23: Five forces analysis - Comparison between 2022 and 2027
5.2 Bargaining power of buyers
Exhibit 24: Chart on Bargaining power of buyers – Impact of key factors 2022 and 2027
5.3 Bargaining power of suppliers
Exhibit 25: Bargaining power of suppliers – Impact of key factors in 2022 and 2027
5.4 Threat of new entrants
Exhibit 26: Threat of new entrants – Impact of key factors in 2022 and 2027
5.5 Threat of substitutes
Exhibit 27: Threat of substitutes – Impact of key factors in 2022 and 2027
5.6 Threat of rivalry
Exhibit 28: Threat of rivalry – Impact of key factors in 2022 and 2027
5.7 Market condition
Exhibit 29: Chart on Market condition - Five forces 2022 and 2027
6 Market Segmentation by Solution
6.1 Market segments
Exhibit 30: Chart on Solution - Market share 2022-2027 (%)
Exhibit 31: Data Table on Solution - Market share 2022-2027 (%)
6.2 Comparison by Solution
Exhibit 32: Chart on Comparison by Solution
Exhibit 33: Data Table on Comparison by Solution
6.3 Software - Market size and forecast 2022-2027
Exhibit 34: Chart on Software - Market size and forecast 2022-2027 (USD million)
Exhibit 35: Data Table on Software - Market size and forecast 2022-2027 (USD million)
Exhibit 36: Chart on Software - Year-over-year growth 2022-2027 (%)
Exhibit 37: Data Table on Software - Year-over-year growth 2022-2027 (%)
6.4 Hardware - Market size and forecast 2022-2027
Exhibit 38: Chart on Hardware - Market size and forecast 2022-2027 (USD million)
Exhibit 39: Data Table on Hardware - Market size and forecast 2022-2027 (USD million)
Exhibit 40: Chart on Hardware - Year-over-year growth 2022-2027 (%)
Exhibit 41: Data Table on Hardware - Year-over-year growth 2022-2027 (%)
6.5 Services - Market size and forecast 2022-2027
Exhibit 42: Chart on Services - Market size and forecast 2022-2027 (USD million)
Exhibit 43: Data Table on Services - Market size and forecast 2022-2027 (USD million)
Exhibit 44: Chart on Services - Year-over-year growth 2022-2027 (%)
Exhibit 45: Data Table on Services - Year-over-year growth 2022-2027 (%)
6.6 Market opportunity by Solution
Exhibit 46: Market opportunity by Solution (USD million)
7 Market Segmentation by Product
7.1 Market segments
Exhibit 47: Chart on Product - Market share 2022-2027 (%)
Exhibit 48: Data Table on Product - Market share 2022-2027 (%)
7.2 Comparison by Product
Exhibit 49: Chart on Comparison by Product
Exhibit 50: Data Table on Comparison by Product
7.3 BMS - Market size and forecast 2022-2027
Exhibit 51: Chart on BMS - Market size and forecast 2022-2027 (USD million)
Exhibit 52: Data Table on BMS - Market size and forecast 2022-2027 (USD million)
Exhibit 53: Chart on BMS - Year-over-year growth 2022-2027 (%)
Exhibit 54: Data Table on BMS - Year-over-year growth 2022-2027 (%)
7.4 HVAC - Market size and forecast 2022-2027
Exhibit 55: Chart on HVAC - Market size and forecast 2022-2027 (USD million)
Exhibit 56: Data Table on HVAC - Market size and forecast 2022-2027 (USD million)
Exhibit 57: Chart on HVAC - Year-over-year growth 2022-2027 (%)
Exhibit 58: Data Table on HVAC - Year-over-year growth 2022-2027 (%)
7.5 Lighting control - Market size and forecast 2022-2027
Exhibit 59: Chart on Lighting control - Market size and forecast 2022-2027 (USD million)
Exhibit 60: Data Table on Lighting control - Market size and forecast 2022-2027 (USD million)
Exhibit 61: Chart on Lighting control - Year-over-year growth 2022-2027 (%)
Exhibit 62: Data Table on Lighting control - Year-over-year growth 2022-2027 (%)
7.6 Security and access control - Market size and forecast 2022-2027
Exhibit 63: Chart on Security and access control - Market size and forecast 2022-2027 (USD million)
Exhibit 64: Data Table on Security and access control - Market size and forecast 2022-2027 (USD million)
Exhibit 65: Chart on Security and access control - Year-over-year growth 2022-2027 (%)
Exhibit 66: Data Table on Security and access control - Year-over-year growth 2022-2027 (%)
7.7 Others - Market size and forecast 2022-2027
Exhibit 67: Chart on Others - Market size and forecast 2022-2027 (USD million)
Exhibit 68: Data Table on Others - Market size and forecast 2022-2027 (USD million)
Exhibit 69: Chart on Others - Year-over-year growth 2022-2027 (%)
Exhibit 70: Data Table on Others - Year-over-year growth 2022-2027 (%)
7.8 Market opportunity by Product
Exhibit 71: Market opportunity by Product (USD million)
8 Customer Landscape
8.1 Customer landscape overview
Exhibit 72: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
9 Geographic Landscape
9.1 Geographic segmentation
Exhibit 73: Chart on Market share by geography 2022-2027 (%)
Exhibit 74: Data Table on Market share by geography 2022-2027 (%)
9.2 Geographic comparison
Exhibit 75: Chart on Geographic comparison
Exhibit 76: Data Table on Geographic comparison
9.3 North America - Market size and forecast 2022-2027
Exhibit 77: Chart on North America - Market size and forecast 2022-2027 (USD million)
Exhibit 78: Data Table on North America - Market size and forecast 2022-2027 (USD million)
Exhibit 79: Chart on North America - Year-over-year growth 2022-2027 (%)
Exhibit 80: Data Table on North America - Year-over-year growth 2022-2027 (%)
9.4 Europe - Market size and forecast 2022-2027
Exhibit 81: Chart on Europe - Market size and forecast 2022-2027 (USD million)
Exhibit 82: Data Table on Europe - Market size and forecast 2022-2027 (USD million)
Exhibit 83: Chart on Europe - Year-over-year growth 2022-2027 (%)
Exhibit 84: Data Table on Europe - Year-over-year growth 2022-2027 (%)
9.5 APAC - Market size and forecast 2022-2027
Exhibit 85: Chart on APAC - Market size and forecast 2022-2027 (USD million)
Exhibit 86: Data Table on APAC - Market size and forecast 2022-2027 (USD million)
Exhibit 87: Chart on APAC - Year-over-year growth 2022-2027 (%)
Exhibit 88: Data Table on APAC - Year-over-year growth 2022-2027 (%)
9.6 South America - Market size and forecast 2022-2027
Exhibit 89: Chart on South America - Market size and forecast 2022-2027 (USD million)
Exhibit 90: Data Table on South America - Market size and forecast 2022-2027 (USD million)
Exhibit 91: Chart on South America - Year-over-year growth 2022-2027 (%)
Exhibit 92: Data Table on South America - Year-over-year growth 2022-2027 (%)
9.7 Middle East and Africa - Market size and forecast 2022-2027
Exhibit 93: Chart on Middle East and Africa - Market size and forecast 2022-2027 (USD million)
Exhibit 94: Data Table on Middle East and Africa - Market size and forecast 2022-2027 (USD million)
Exhibit 95: Chart on Middle East and Africa - Year-over-year growth 2022-2027 (%)
Exhibit 96: Data Table on Middle East and Africa - Year-over-year growth 2022-2027 (%)
9.8 US - Market size and forecast 2022-2027
Exhibit 97: Chart on US - Market size and forecast 2022-2027 (USD million)
Exhibit 98: Data Table on US - Market size and forecast 2022-2027 (USD million)
Exhibit 99: Chart on US - Year-over-year growth 2022-2027 (%)
Exhibit 100: Data Table on US - Year-over-year growth 2022-2027 (%)
9.9 UK - Market size and forecast 2022-2027
Exhibit 101: Chart on UK - Market size and forecast 2022-2027 (USD million)
Exhibit 102: Data Table on UK - Market size and forecast 2022-2027 (USD million)
Exhibit 103: Chart on UK - Year-over-year growth 2022-2027 (%)
Exhibit 104: Data Table on UK - Year-over-year growth 2022-2027 (%)
9.10 Germany - Market size and forecast 2022-2027
Exhibit 105: Chart on Germany - Market size and forecast 2022-2027 (USD million)
Exhibit 106: Data Table on Germany - Market size and forecast 2022-2027 (USD million)
Exhibit 107: Chart on Germany - Year-over-year growth 2022-2027 (%)
Exhibit 108: Data Table on Germany - Year-over-year growth 2022-2027 (%)
9.11 China - Market size and forecast 2022-2027
Exhibit 109: Chart on China - Market size and forecast 2022-2027 (USD million)
Exhibit 110: Data Table on China - Market size and forecast 2022-2027 (USD million)
Exhibit 111: Chart on China - Year-over-year growth 2022-2027 (%)
Exhibit 112: Data Table on China - Year-over-year growth 2022-2027 (%)
9.12 Japan - Market size and forecast 2022-2027
Exhibit 113: Chart on Japan - Market size and forecast 2022-2027 (USD million)
Exhibit 114: Data Table on Japan - Market size and forecast 2022-2027 (USD million)
Exhibit 115: Chart on Japan - Year-over-year growth 2022-2027 (%)
Exhibit 116: Data Table on Japan - Year-over-year growth 2022-2027 (%)
9.13 Market opportunity by geography
Exhibit 117: Market opportunity by geography (USD million)
10 Drivers, Challenges, and Trends
10.1 Market drivers
10.2 Market challenges
10.3 Impact of drivers and challenges
Exhibit 118: Impact of drivers and challenges in 2022 and 2027
10.4 Market trends
11 Vendor Landscape
11.1 Overview
11.2 Vendor landscape
Exhibit 119: Overview on Criticality of inputs and Factors of differentiation
11.3 Landscape disruption
Exhibit 120: Overview on factors of disruption
11.4 Industry risks
Exhibit 121: Impact of key risks on business
12 Vendor Analysis
12.1 Vendors covered
Exhibit 122: Vendors covered
12.2 Market positioning of vendors
Exhibit 123: Matrix on vendor position and classification
12.3 ABB Ltd.
Exhibit 124: ABB Ltd. - Overview
Exhibit 125: ABB Ltd. - Business segments
Exhibit 126: ABB Ltd. - Key news
Exhibit 127: ABB Ltd. - Key offerings
Exhibit 128: ABB Ltd. - Segment focus
12.4 Advantech Co. Ltd.
Exhibit 129: Advantech Co. Ltd. - Overview
Exhibit 130: Advantech Co. Ltd. - Business segments
Exhibit 131: Advantech Co. Ltd. - Key offerings
Exhibit 132: Advantech Co. Ltd. - Segment focus
12.5 BuildingIQ Inc.
Exhibit 133: BuildingIQ Inc. - Overview
Exhibit 134: BuildingIQ Inc. - Business segments
Exhibit 135: BuildingIQ Inc. - Key offerings
Exhibit 136: BuildingIQ Inc. - Segment focus
12.6 BuildingLogiX
Exhibit 137: BuildingLogiX - Overview
Exhibit 138: BuildingLogiX - Product / Service
Exhibit 139: BuildingLogiX - Key offerings
12.7 Cisco Systems Inc.
Exhibit 140: Cisco Systems Inc. - Overview
Exhibit 141: Cisco Systems Inc. - Business segments
Exhibit 142: Cisco Systems Inc. - Key news
Exhibit 143: Cisco Systems Inc. - Key offerings
Exhibit 144: Cisco Systems Inc. - Segment focus
12.8 Delta Electronics Inc.
Exhibit 145: Delta Electronics Inc. - Overview
Exhibit 146: Delta Electronics Inc. - Business segments
Exhibit 147: Delta Electronics Inc. - Key offerings
Exhibit 148: Delta Electronics Inc. - Segment focus
12.9 Emerson Electric Co.
Exhibit 149: Emerson Electric Co. - Overview
Exhibit 150: Emerson Electric Co. - Business segments
Exhibit 151: Emerson Electric Co. - Key offerings
Exhibit 152: Emerson Electric Co. - Segment focus
12.10 Honeywell International Inc.
Exhibit 153: Honeywell International Inc. - Overview
Exhibit 154: Honeywell International Inc. - Business segments
Exhibit 155: Honeywell International Inc. - Key news
Exhibit 156: Honeywell International Inc. - Key offerings
Exhibit 157: Honeywell International Inc. - Segment focus
12.11 International Business Machines Corp.
Exhibit 158: International Business Machines Corp. - Overview
Exhibit 159: International Business Machines Corp. - Business segments
Exhibit 160: International Business Machines Corp. - Key news
Exhibit 161: International Business Machines Corp. - Key offerings
Exhibit 162: International Business Machines Corp. - Segment focus
12.12 Johnson Controls International Plc
Exhibit 163: Johnson Controls International Plc - Overview
Exhibit 164: Johnson Controls International Plc - Business segments
Exhibit 165: Johnson Controls International Plc - Key news
Exhibit 166: Johnson Controls International Plc - Key offerings
Exhibit 167: Johnson Controls International Plc - Segment focus
12.13 L and T Technology Services Ltd.
Exhibit 168: L and T Technology Services Ltd. - Overview
Exhibit 169: L and T Technology Services Ltd. - Business segments
Exhibit 170: L and T Technology Services Ltd. - Key offerings
Exhibit 171: L and T Technology Services Ltd. - Segment focus
12.14 Robert Bosch GmbH
Exhibit 172: Robert Bosch GmbH - Overview
Exhibit 173: Robert Bosch GmbH - Business segments
Exhibit 174: Robert Bosch GmbH - Key news
Exhibit 175: Robert Bosch GmbH - Key offerings
Exhibit 176: Robert Bosch GmbH - Segment focus
12.15 Schneider Electric SE
Exhibit 177: Schneider Electric SE - Overview
Exhibit 178: Schneider Electric SE - Business segments
Exhibit 179: Schneider Electric SE - Key news
Exhibit 180: Schneider Electric SE - Key offerings
Exhibit 181: Schneider Electric SE - Segment focus
12.16 Siemens AG
Exhibit 182: Siemens AG - Overview
Exhibit 183: Siemens AG - Business segments
Exhibit 184: Siemens AG - Key news
Exhibit 185: Siemens AG - Key offerings
Exhibit 186: Siemens AG - Segment focus
12.17 Snap One LLC
Exhibit 187: Snap One LLC - Overview
Exhibit 188: Snap One LLC - Product / Service
Exhibit 189: Snap One LLC - Key news
Exhibit 190: Snap One LLC - Key offerings
13 Appendix
13.1 Scope of the report
13.2 Inclusions and exclusions checklist
Exhibit 191: Inclusions checklist
Exhibit 192: Exclusions checklist
13.3 Currency conversion rates for USUSD
Exhibit 193: Currency conversion rates for USUSD
13.4 Research methodology
Exhibit 194: Research methodology
Exhibit 195: Validation techniques employed for market sizing
Exhibit 196: Information sources
13.5 List of abbreviations
Exhibit 197: List of abbreviations
About US
Technavio is a leading global technology research and advisory company. Their research and analysis focus on emerging market trends and provide actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions. With over 500 specialized analysts, Technavio's report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning across 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio's comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.
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