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1、Click here or press enter for the accessibility optimised versionOmdia-Trends toWatch 2024Click here or press enter for the accessibility optimised versionIntroductionOmdias Trends to Watch series spans thetechnology ecosystem,helping you connectthe dots between your business and trendsour experts b

2、elieve should be prioritized in2024.Despite the tempestuous economic landscape of 2023,transformational digital technologies have continued on theirintended course for progress.The expanding footprint and commercialization of AI has broughtincredible opportunity as well as a host of governance and e

3、thicaldilemmas.New solutions and services powered by generative AI will put asharper focus on costs and benefits.The breadth of solutions available as a service continues to push theboundaries of the imagination.From abstract offerings like savings as aservice,to extremely high-value products such a

4、s high-performancecomputing clusters,microgrids,and entire data centers,the increasingcost of capital has turned XaaS into a top enterprise growth strategy.Over the past several years there have been several global events(thepandemic,various geopolitical tensions)that prompted manymanufacturers to c

5、onclude that they had pursued cost withoutadequately considering risk.We are now seeing a push in severalindustries to actively look at initiatives that de-risk/balance their supplychains,assessing locations from Vietnam to India to the US.Beyond just supply chain considerations,geopolitical factors

6、 have becomeextremely important in shaping markets,from demand shifts due to thewar in Ukraine and elevated energy and food costs to embargoes ontechnology transfer.In preparation for 2024,Omdia analysts have produced an overview ofthe upcoming trends set to influence the technology ecosystem that a

7、re amust-know for anyone operating in the digital world.We look forward to working with you and helping you to leverageopportunities in your market.Bill MorelliChief Research Officer and Research Vice President,Enterprise ITClick here or press enter for the accessibility optimised versionAcceleratio

8、n of AIuser experienceTrend 1:The rise of declarative data,analytics,and AIForget the democratization of data.The innate ability of large languagemodels(LLMs)to understand language in context together with theirability to follow instructions,perform high-level reasoning,and generatecode,will overtur

9、n the enterprise data,analytics,and AI marketplace.Projects that ended with basic NLP tasks such as queries,explanations,and the like will give way to bots,agents,and in-app user experienceswhere users simply declare their intents,sit back,and let AI connect withthe appropriate data,perform any nece

10、ssary calculations,and build theappropriate representation of that data.These tools will help elevate dataliteracy across the company while also cutting down on shadow ITprojects and filling in skills gaps.Trend 2:An explosion in mass market GenAI chatbots andturbo-charged voice assistantsOpenAIs fu

11、lly customizable GenAI GPTs(chatbots)are open to all and,unlike Microsoft Co-Pilot,will not impose steep usage fees,which willmake GPTs very popular,particularly among consumers.Many GPTs willbe useful,fun tools,but others will be poorly executed and could eluderesponsible AI guardrails,which will a

12、ttract the attention of regulators.GenAI will also give general purpose voice assistants a much-needed shotin the arm,with new capabilities including multimode outputs.AlongsideGoogles integration of Bard(its GenAI chatbot)with Google Assistant,weexpect Amazon to use its investment in Anthropic(deve

13、loper of Claude)tosupercharge Alexa and for Apple to unveil its own version of ChatGPT,which will benefit Siri.Natalia ModjeskaResearch Director,Applied IClick here or press enter for the accessibility optimised versionMaximizinginvestment remainsat the top of theenterprise agendaTrend 1:The commerc

14、ialization of AI is reshaping datacenter computing and designsThe fear of missing a wave of market opportunity fueled by the rapidadoption of ChatGPT is driving investment in AI training infrastructure,from servers configured with highly performant,power-hungry co-processors to high-speed networks a

15、nd storage.Building and powering adata center optimized for AI training means higher rack densities,enabledby new cooling strategies and design principles.Commercializing large-scale generative AI applications then requires a highly optimized anddistributed army of servers with co-processors optimiz

16、ed for low-costcomputing.Trend 2:Rising capital costs fuel a new wave of everythingas a service(XaaS)and drive financial operations(FinOps)cultureThe breadth of solutions available as a service continues to push theboundaries of the imagination.From abstract offerings like savings as aservice,to ext

17、remely high-value products such as high-performancecomputing clusters,microgrids,and entire data,the increasing cost ofcapital has turned XaaS into a top enterprise growth strategy.Sometelecom giants have made significant strides to move their entire virtualnetwork to the cloud,opting to run it as a

18、 service,and we now expectmany more to follow suit.The growth of XaaS will continue to fuel theFinOps movement as managing costs and maximizing the value ofinvested capital remains at the top of the enterprise agenda.Bill MorelliChief Research Officer and Research Vice President,Enterprise ITFor mor

19、e enterprise IT trends,visit:IT Operations Trends to WatchSystems Integration&Application Services Trends to WatchClick here or press enter for the accessibility optimised versionOrganizations becomeadept at identifying“good enough”securityTrend 1:The rise of“good enough”securityAs the cybersecurity

20、 discipline slowly matures to become more of acoordination and contextualization discipline,organizations are becomingmore adept and precise in identifying what they consider to be“goodenough”security.This is the most cost-effective approach to people,processes,and technology that ensures adequate,o

21、r indeed better,security.Decisions on cybersecurity investments are scenario driven,witha cost and risk equation,for multiple decision makers to determine whichscenario to accept.Trend 2:Balancing the scales of riskCybersecurity increasingly affects and is closely tied into an organizationsrisk prof

22、ile and risk posture.Identifying,quantifying,and managing thatrisk,on an individual and organizational level,is a top-tier priority.This hasimplications for security executives because they need to become moreattuned to organizational design and coordination challenges beyond“just”understanding the

23、cybersecurity technical domain.With prominentroles in the world of cybersecurity facing charges,the stakes are beingraised to a whole new level.Maxine HoltSenior Research Director,CFor more cybersecurity trends,visit:Enterprise Security Management Trends to WatchEnterprise Cybersecurity Operations(S

24、ecOps)Trends toWatchInfrastructure Security Trends to WatchClick here or press enter for the accessibility optimised versionSemiconductormarket returns togrowth as AI set topower demandThe semiconductor industry is finally experiencing gradual growth after sixconsecutive quarters of decline.While 20

25、23 has been stagnant for theindustry,the growth of AI has increased demand and independentlyhelped reverse market decline.Supply chain inventory has slowlyimproved after excess inventory issues,and although the industry is stillwaiting for meaningful demand normalization,it remains resilient anddriv

26、ing forward with stronger growth on the horizon for 2024.Trend 1:Semiconductor fab utilization to normalizeThe industry has gone through a full cycle of volatility,and for 2024 welook forward to fab utilization settling back down to a more manageablerate.We do caution that with increased sustained c

27、apex from self-reliance/sufficiency efforts,the industry will eventually face a challengedenvironment in which utilization will dip below profitability.Trend 2:AI will continue to power semiconductor demandwhether it will be the cloud or the edgeLeading microprocessor suppliers Intel and AMD are rea

28、dying to launchAI-optimized MPUs for everyday laptops and desktops.We will see thecompetitive landscape shift beyond the cloud and see new applicationsand usages taking advantage of new capabilities.Michael YangSenior Research Director,SClick here or press enter for the accessibility optimised versi

29、onConsumer electronicscompanies diversifystrategies foradvertising and datarevenueTrend 1:Advertising and data revenues more importantthan hardware profits in North AmericaThe year 2023 has proved a successful one for Roku and Vizio followingtheir strategic decision to sell TV hardware at cost.They

30、have now enteredthe game of acquiring a monetizable audience using their hardware toearn revenues in advertising and data.Other brands and platforms areshifting their strategies and following suit,which has reversed the gentleconsolidation of this market.However,this business model is not universal.

31、According to OmdiasAdvertising Intelligence Service,it is clear that only a few other countries(UK,Germany,Brazil,Mexico,South Korea,Japan,Australia)haveimmediate prospects.The wide variety of national tastes and medianorms mean that this business model will need significant localizationeach time.Ho

32、wever,huge markets such as China do not feature at allbecause TV advertising revenues are very low.Trend 2:Postpandemic demand is very different by regionNorth America has already returned to above prepandemic levels formost consumer electronics categories.Although emerging regions arerecovering slo

33、wly,Latin America&the Caribbean and Middle East&Africaare above prepandemic levels on key products such as TV sets.China isfar below prepandemic levels,part of a wider loss of consumerconfidence.Paul GrayResearch Director,Consumer EClick here or press enter for the accessibility optimised versionDis

34、play area demandsurges ahead withOLED leading thecharge in revenuesTrend 1:Display area demand continues growthtrajectoryDisplay area demand is expected to grow by 7%YoY in 2024,the highestgrowth rate since the COVID-19 era,driven by the larger size-TV andadvanced display technologies.Trend 2:OLED t

35、o dominate total display revenues in 2024OLED is expected to take more than 40%of the total display revenues in2024,thanks to the strong growth in flexible display,smart handhelddevices,and PC displays.Signs indicate this has been stimulated thanks tothe boom in AI and new applications such as autom

36、otive and near-eyehead mount devices.David HsiehSenior Director,DClick here or press enter for the accessibility optimised versionAdvertising and AI willdrive major shifts inmedia andentertainmentTrend 1:Advertising will accelerate a pay-to-free trend inTV and videoFollowing a decade of cord-cutting

37、 with pay-TV subscribers churning topaid-for online video services,2024 will see a new stage of marketevolution as users of paid online video increasingly embrace free onlinevideo.Critically,the rise of ad-supported services will accelerate as majorUS media groups finally relegate traditional TV cha

38、nnels to legacybusiness status.Trend 2:Clarity on artificial intelligence will bring mediasector rewardsAlthough AI has long had an influence on various media andentertainment sectors,its impact in 2024 will become more significant.Aswith most technological innovations,AI will provoke a mix of anxie

39、tyalongside opportunities for progress,but more widely and deeply acrossthe entire value chain,from content producers to service providers totechnology vendors.Rob GallagherResearch Vice President,Media&EFor trends to watch across the media and entertainment landscape,visit:AVOD,FAST and the New TV

40、Trends to WatchDigital Content&Channels Trends to WatchAddressable Consumer Devices Trends to WatchClick here or press enter for the accessibility optimised versionWorldwide push forsustainability gainsmomentumTrend 1:Connecting productivity and sustainabilitythrough manufacturing technologyAs autom

41、ation vendors and manufacturing companies exit the post-COVID-19 boom that has overinflated order books,they face a challengingoutlook,particularly for the start of 2024.The industry is facing a toughsix months.More than ever,there is a need to utilize technology toimprove manufacturing insights(con

42、necting systems and providing betterdata access),efficiency,productivity,and sustainability while at the sametime evolving workforces from repetitive manual tasks toward moreautonomous processes.As IT and OT worlds continue to integrate,andwith subdued customer demand,continuing high inflation,risin

43、g energycosts and a changing manufacturing workforce,the adoption of ITtechnology in OT environments together with new as a service offerings iskey to competitive advantage.Trend 2:Asset-and-people centric applications to achievesustainability goalsEnergy and sustainability are considered the most i

44、mportant factors in theoperation of smart buildings.Increasingly there is a mandatedrequirement(by region,equipment,and building type)to gather datarelated to building energy consumption and carbon emissions.As a result,a better understanding of overall building performance will supportclimate chang

45、e action,allow better management and maintenance,andoptimize resource consumption.Turning sensor data into real-timeactionable information via analytics and scalable platforms is the key todriving building efficiency,reducing costs,and improving occupant well-being.We estimate that the building mana

46、gement platforms market wasworth around$5 billion in 2023,with the“Energy Management”categoryhaving the highest growth potential.Mark WatsonSenior Director,Government&MClick here or press enter for the accessibility optimised versionAI and IoTconvergence begins inearnestTrend 1:AI and IoT convergenc

47、e begins in earnestAn exponential leap forward in AI developments,combined with therealization of hyperscale IoT,mean that we are on the cusp of the trueconvergence of AI and IoT.The technologies can work together to providereal advantages across multiple industry sectors,with AIoT offering thepoten

48、tial to create enormous value for both AI and IoT industries.AI canprovide the intelligence and decision-making capabilities that are essentialfor making sense of the vast amounts of data that IoT devices generate,allowing for true automation of previously manual processes,while IoTprices the real-w

49、orld context and feedback that AI needs to makeaccurate and timely decisions.The commercialization and adoption of AI and IoT will happen in threephases,with each phase bringing significantly improved capabilities anduser experience.Trend 2:eSIMs provide flexibility and choiceEmbedded SIMs,or eSIMs,

50、have been important in IoT as a more compactform factor wiht greater security.eUICC,the software component thatallows the remote eSIM provisioning of multiple network profiles,has seenmuch slower adoption for several reasons:CSPs have been reluctant to embrace eUICC technology because itallows for m

51、ultiple CSP profiles to be stored on the SIM and thusprevents vendor lock-in.The GSMA is still working on standards for an eSIM for M2M/IoT,whichAutomotive and the growth of the software-defined vehicle(SDV),emerged as the first IoT vertical to embrace eSIM+eUICC.As in theconsumer market,car owners

52、can choose from several CSP profiles,allowing the user to take advantage of options such as sharing data acrossdevices.Healthcare devices,such as CPAP machines,will also be early adopters ofeUICC to reduce friction from roaming if a patient is traveling.Andy BrownPractice Lead,IoTwould be suitable f

53、or resource-constrained IoT devices,particularlythose using LPWAN.Click here or press enter for the accessibility optimised versionSoftware-definedvehicle to transformthe auto industryTrend 1:ElectrificationDespite recent market slowdowns,the trend toward electrification in theauto industry is unden

54、iable.More than 480 new battery-electric vehiclesare expected to come to global markets over the next five years alone.And even though internal-combustion-engine cars and trucks willcontinue to make up the majority of new vehicles produced through theend of the decade,many of those will be hybrid or

55、 plug-in hybrid modelsthat also lean heavily on electrification.The shift to electrify the fleetprompted in large part by policymakers around the world is causing majordisruptions in the supply chain,as automakers scramble to securequantities of key components such as batteries,inverters,electric mo

56、tors,and the silicon chips that will be needed to power them.The marketupheaval is requiring industry players to revise their product portfolios,revamp capacity,retrain and retool their workforces,and develop flexiblestrategies that consider the inevitable ups and downs of this dramatictransformatio

57、n.Trend 2:The software-defined vehicleTheres no bigger,tougher,and potentially profitable task ahead of theauto industry than the development of the software-defined vehicle.Thevision calls for new cars and trucks to be completely updatable,allowingfor the latest software-driven features and capabil

58、ities to be downloadedover the air throughout the life of the vehicle.It is seen opening up newrevenue paths for industry players that could reach into the tens ofbillions of dollars annually for some.To realize that vision,automakersmust make the jump to completely new electronic architectures for

59、theirvehicles incorporating powerful next-generation processors and loads ofsoftware for them to run.This nearly total reinvention of the automobilerequires out-of-the-box thinking about not only how cars are engineeredand built but also the new business models that could result.It also iscompelling

60、 big shifts in the entire automotive ecosystem as automakersand suppliers scramble to acquire the skills needed to support this newsoftware-powered mobility business.Dave ZoiaSenior Director,AClick here or press enter for the accessibility optimised version6G race officiallybegins in 2024Trend 1:202

61、4 will mark the start of the 6G race andcounter-raceThe year 2024 marks the official start of the 6G race as ITUs WRC-23(World Radio Conference)will identify the spectrum frequency bands todedicate to the 6G network deployments.Academia,telecom vendors,and telecom service providers have already star

62、ted examining 6Gtechnologies.However,2024 will be an important year of work towardstandardization and subsequent commercial introduction,which Omdiaexpects in 2028 to 2030.Trend 2:AI-infused telcos will tackle a doubletransformation strategyTransformation remains very high on the agenda of telecom e

63、xecutives asthey find excitement in the prospect of applying AI,especially GenAI,totheir business.They have two priorities:transform the telecom business,and equip the organization to sell transformative solutions to B2Bcustomers.So far,the telecom industry has applied AI to manage and operate itsne

64、tworks and customer management activities,but we can expect to seemore next year.CSPs will examine AI productivity gains across all businessand job functions,and some new areas will discover AIs power:sales andmarketing functions.Dario TalmesioResearch Director,Service PTo see more trends that will

65、affect the telecoms market in 2024 visit:Telco B2B Strategy Trends to WatchNetwork Transformation Services Trends to WatchTelco Cloud and Network Automation Trends to WatchClick here or press enter for the accessibility optimised versionAbout OmdiaAbout OmdiaOmdia,part of Informa Tech,is a technolog

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