Sizing Markets Underlying New Technology

Wayne DSouza

Wayne DSouza

New technologies help make the world a better place. Indeed, a great number of web applications make people's lives more enjoyable, more productive and more connected. The icing on the cake is that they also make business experts' lives easier by offering more data than other industry when it comes to market sizing.

Broad Market Sizing

The first and perhaps the most obvious way to define the market is to look at the one thing that all web application users necessarily have in common: they're connected to the web. Whether they use a desktop, laptop, tablet or smartphone, they can technically be identified and counted as fixed or mobile broadband subscribers. Luckily, statistics on broadband users are precise, available and free. One good source is the International Telecommunications Union's website (ITU), where one would simply need to click on the "statistics" tab, and then on one of the links in the "Free statistics" section. For example, their page entitled "Key 2006-2011 ICT data, by geographic regions and by level of development" indicates that there are 589 million fixed broadband subscriptions and in the world in 2011, and another 1.093 billion active mobile broadband subscriptions. One detail to watch out for is the fact that a fixed broadband subscription is often shared among several members of a household, who are in fact several individual webware users. Another issue to keep in mind is whether or not to take the statistics for all Internet connections rather than only broadband, considering that in many countries people do still use dial-up! The answer would depend on the specific type of webware in question, and the connection speeds that are targeted.