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Major sporting and cultural events- an emerging market for IT services providers

Ovum's research highlights how IT service providers can provide solutions to the challenges offered by major events

(PresseBox) (London, ) Major sporting and cultural events present an increasingly lucrative opportunity for global IT services providers, according to a new report from Ovum, the global analyst and consulting company.

In the report titled, "Major events: an emerging opportunity for IT services providers", John O'Brien, senior analyst at Ovum, states that increased competition for funding, sponsorship and viewer/audience numbers, has introduced a whole new set of challenges for major events organisations in recent years. These have the potential to offer significant opportunities to IT services providers, but to date, a lack of understanding of the market and its challenges has meant they have so far largely failed to capitalise.

"New demands for more robust physical and network security, and an ever increasing amount of information to be processed and data to be managed, are adding to the complexity and costs of running major events", says O'Brien. "Consequently IT systems that can manage some of this complexity and automate the more labour intensive processes will be in increasing demand."

In addition, new potentially disruptive technologies such as mobile internet and Web 2.0 communication are growing in use by participants, visitors and audiences alike, and could begin to change the face of major events participation over the next few years. By enabling real-time communication between groups of people these technologies can enhance the viewer/audience experience, and grow participant numbers both at the event and remotely over the internet. This then makes a more attractive investment opportunity for sponsors and funding bodies.

Ovum believes IT service providers can provide some of the solutions to these emerging demands. They can advise on, design and deliver new IT services to encourage audience interaction and communication. And they have the potential to manage and operate the underlying IT and business processes of a major events business more cost-effectively.

O'Brien says: "This can leave major events businesses able to focus on their core activity - the successful delivery of their event."

For IT services providers meanwhile, working in major events provides the opportunity to showcase capabilities and offerings to a global audience, and enhance brand recognition internationally.

O'Brien concludes: "The potential for growth is significant. As a nascent market it can provide an ideal platform from which to generate business opportunities with new and existing customer groups - something of critical importance in the current economic climate."


Ovum is a global advisory and consulting firm. Its primary activity is providing value-added advisory services and consulting to retained and project clients. The company acts as a well-respected and trusted source of industry data, knowledge and expertise on the commercial impact of technology, regulatory and market changes. Ovum engages in continuous research and industry analysis to determine market dynamics in its specialist sectors.

Ovum has developed long-standing relationships with many of its corporate clients, which include major international blue-chip companies such as Alcatel-Lucent, AT&T, BT, Cable & Wireless, Cisco Systems, Deutsche Telekom, Fujitsu, HP, IBM, Microsoft, Telstra and Vodafone.

Ovum is part of the Datamonitor Group.