Healthcare IT market size to grow by USD 168.86 billion from 2022 to 2027: The rising need for automation across departments to Drive Growth - Technavio

NEW YORK, June 9, 2023 /PRNewswire/ -- The global healthcare IT market size is estimated to increase by USD 168.86 billion from 2022 to 2027. The market's growth momentum will progressing at a CAGR of 10.89%. The rising need for automation across departments is driving healthcare IT market growth. With a growing prevalence of chronic diseases and a heightened focus on healthy living, patients are becoming more health-conscious and seeking regular check-ups. To meet this demand, there is a pressing need to streamline the treatment process. Information technology (IT) solutions play a crucial role in automating various aspects of healthcare, from patient admission and data collection to examination, medication management, and follow-up care. By reducing costs, time, and effort, IT is improving the efficiency and quality of treatment. This growing need for automation in the healthcare sector is driving increased investment in healthcare IT solutions, thereby fueling the growth of the global healthcare information technology (IT) market in the forecast period. Discover some insights on market size historic period (2017 to 2021) and Forecast 2023-2027 before buying the full report -Request a sample report

Healthcare it market – Customer Landscape

Our report analyzes the life cycle of the global healthcare IT market from the innovator's stage to the laggard's stage. The report illustrates the lifecycle of the global healthcare IT market, focusing on the adoption rates of the major countries such as the US, Canada, China, India, Japan, and Germany. To help companies evaluate and develop growth strategies for 2023-2027. To help companies evaluate and develop growth strategies, the report outlines –

• Key purchase criteria
• Adoption rates
• Adoption lifecycles
• Drivers of price sensitivity 
• To unlock the detailed information on the customer landscape -, request a sample now!

Healthcare IT market – Vendor Analysis
Vendor Landscape -

The global healthcare IT market is fragmented, with the presence of several global as well as regional vendors. A few prominent vendors that offer healthcare IT services in the market are 3M Co., Allscripts Healthcare Solutions Inc., Athenahealth Inc., Cognizant Technology Solutions Corp., Dassault Systemes SE, Datavant, Dell Technologies Inc., Epic Systems Corp., General Electric Co., International Business Machines Corp., Koninklijke Philips NV, McKesson Corp., Microsoft Corp., Oracle Corp., SAS Institute Inc., Siemens AG, Tata Consultancy Services Ltd., Tenet Healthcare Corp., UnitedHealth Group Inc., and Wipro Ltd. and others.

The global healthcare IT market is moderately fragmented, and constant strategic collaborations, mergers, and acquisitions are likely to increase the visibility and adoption of healthcare IT services in the coming years. The COVID-19 pandemic is also offering new opportunities to market players to gain a competitive edge. For instance, in June 2020, Athenahealth, Inc. announced the launch of its Telehealth Solution named Athena Telehealth. The presence of numerous competitors, undifferentiated products, and low switching costs for customers are expected to maintain high competition in the global healthcare IT market during the forecast period.

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• Special coverage on the Russia-Ukraine war; global inflation; recovery analysis from COVID-19; supply chain disruptions, global trade tensions; and risk of recession
• Global competitiveness and key competitor positions
• Market presence across multiple geographical footprints - Strong/Active/Niche/Trivial - Buy the report!

Vendor Offerings -

• 3M Co.: The company offers healthcare IT services and solutions such as ambient clinical documentation and imaging solutions.
• Allscripts Healthcare Solutions Inc.: The company offers healthcare IT offerings such as electronic health record and patient engagement.
• Athenahealth Inc.: The company offers healthcare IT services and solutions such as electronic health record, population health, Telehealth and revenue cycle services.
• For details on the vendor and its offerings – Request a sample report

Healthcare IT Market - Segmentation Assessment

Segment Overview
Technavio has segmented the market based on end-user (healthcare providers and healthcare payers), component (services, software, and hardware), and geography (North America, Europe, APAC, South America, and Middle East and Africa). 

• The healthcare providers segment will account for a major share of the market growth. Hospitals, clinics, laboratories, pharmacies, and ambulatories are considered healthcare providers. In recent years, new and developing technology has revolutionized healthcare. Hospitals and physician offices, large and small, have implemented new technologies to adapt to a shifting regulatory landscape and enhance the overall quality of care for patients. Hospitals and other healthcare facilities still have a lot of opportunities to expedite the adoption and application of new technologies. Most importantly, healthcare IT support will contribute to raising the standard of patient care during the forecast period.

Geography Overview
By geography, the global healthcare IT market is segmented into North America, Europe, APAC, South America, and Middle East and Africa. The report provides actionable insights and estimates the contribution of all regions to the growth of the global healthcare IT market.

• North America is estimated to contribute 46% to the growth of the global market during the forecast period. North America is the largest geographical segment because of the presence of integrated healthcare infrastructure (hospitals, clinics, and pharmacies), a large number of vendors operating in the market, and a high level of adoption of modern medical technology (especially in the US). As new technological advances take place in the market, healthcare institutions will upgrade the existing or buy new machinery/software. Healthcare service providers will continue to invest in IT services to support their operations, which in turn will boost the growth of the regional market during the forecast period.

For insights on global, regional, and country-level parameters with growth opportunities from 2017 to 2027 - Download a Sample Report

Healthcare IT Market – Market Dynamics

Key Trends - The emergence of AI-enabled emotion recognition technologies is the primary trend shaping the healthcare IT market. One of the use cases of AI in healthcare is emotion recognition, wherein the solution is designed to capture, interpret, and respond to human emotions and moods. Alternatively, healthcare service providers are gathering and integrating valuable health data from emotion-sensing smart wearable devices generated from the continuous monitoring of the mental health of patients and this data is reported back to doctors/nurses or caregivers instantly. This integration is also helping the visually impaired and people suffering from autism to read others' facial expressions and interpret their emotions. Thus, such advancements in the healthcare industry will boost the growth of the global HCIT market during the forecast period.

Major challenges - The vulnerability of EMRs to cybercrime is the major challenge impeding the healthcare IT market growth. The incidents of cybercrime include hacking of computers and in-house software as well as intrusion into the intranet portals. The healthcare industry data such as medical transcriptions of doctors, personal and insurance details of patients, and treatment and medication information of patients are private and important to patients and hospitals. The data should be accurate for healthcare providers to communicate appropriate insights on patients. Through cyberattacks, data can be hacked, modified, or misused. In the recent past, there have been security issues related to medical data. Therefore, the vulnerability to cybercrimes and the lack of proper security systems will pose a significant threat to the global healthcare information technology (IT) market during the forecast period.

Drivers, trends, and challenges have an impact on market dynamics, which can impact businesses. Find some insights from a sample report!

What are the key data covered in this Healthcare IT Market report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the Healthcare IT Market between 2023 and 2027
• Precise estimation of the size of the Healthcare IT Market size and its contribution to the market in focus on the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the Healthcare IT Market industry across North America, Europe, APAC, South America, and Middle East and Africa
• A thorough analysis of the market's competitive landscape and detailed information about vendors
• Comprehensive analysis of factors that will challenge the growth of Healthcare IT Market vendors

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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 End-user
• Exhibit 06: Executive Summary – Chart on Market Segmentation by Component
• 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 ($ billion)
• Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 ($ billion)
• 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 healthcare IT market 2017 - 2021
• Exhibit 18: Historic Market Size – Data Table on Global healthcare IT market 2017 - 2021 ($ billion)

• 4.2 End-user Segment Analysis 2017 - 2021
• Exhibit 19: Historic Market Size – End-user Segment 2017 - 2021 ($ billion)

• 4.3 Component Segment Analysis 2017 - 2021
• Exhibit 20: Historic Market Size – Component Segment 2017 - 2021 ($ billion)

• 4.4 Geography Segment Analysis 2017 - 2021
• Exhibit 21: Historic Market Size – Geography Segment 2017 - 2021 ($ billion)

• 4.5 Country Segment Analysis 2017 - 2021
• Exhibit 22: Historic Market Size – Country Segment 2017 - 2021 ($ billion)

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 End-user

• 6.1 Market segments 
• Exhibit 30: Chart on End-user - Market share 2022-2027 (%)
• Exhibit 31: Data Table on End-user - Market share 2022-2027 (%)

• 6.2 Comparison by End-user 
• Exhibit 32: Chart on Comparison by End-user
• Exhibit 33: Data Table on Comparison by End-user

• 6.3 Healthcare providers - Market size and forecast 2022-2027 
• Exhibit 34: Chart on Healthcare providers - Market size and forecast 2022-2027 ($ billion)
• Exhibit 35: Data Table on Healthcare providers - Market size and forecast 2022-2027 ($ billion)
• Exhibit 36: Chart on Healthcare providers - Year-over-year growth 2022-2027 (%)
• Exhibit 37: Data Table on Healthcare providers - Year-over-year growth 2022-2027 (%)

• 6.4 Healthcare payers - Market size and forecast 2022-2027 
• Exhibit 38: Chart on Healthcare payers - Market size and forecast 2022-2027 ($ billion)
• Exhibit 39: Data Table on Healthcare payers - Market size and forecast 2022-2027 ($ billion)
• Exhibit 40: Chart on Healthcare payers - Year-over-year growth 2022-2027 (%)
• Exhibit 41: Data Table on Healthcare payers - Year-over-year growth 2022-2027 (%)

• 6.5 Market opportunity by End-user 
• Exhibit 42: Market opportunity by End-user ($ billion)

7 Market Segmentation by Component

• 7.1 Market segments 
• Exhibit 43: Chart on Component - Market share 2022-2027 (%)
• Exhibit 44: Data Table on Component - Market share 2022-2027 (%)

• 7.2 Comparison by Component 
• Exhibit 45: Chart on Comparison by Component
• Exhibit 46: Data Table on Comparison by Component

• 7.3 Services - Market size and forecast 2022-2027
• Exhibit 47: Chart on Services - Market size and forecast 2022-2027 ($ billion)
• Exhibit 48: Data Table on Services - Market size and forecast 2022-2027 ($ billion)
• Exhibit 49: Chart on Services - Year-over-year growth 2022-2027 (%)
• Exhibit 50: Data Table on Services - Year-over-year growth 2022-2027 (%)

• 7.4 Software - Market size and forecast 2022-2027
• Exhibit 51: Chart on Software - Market size and forecast 2022-2027 ($ billion)
• Exhibit 52: Data Table on Software - Market size and forecast 2022-2027 ($ billion)
• Exhibit 53: Chart on Software - Year-over-year growth 2022-2027 (%)
• Exhibit 54: Data Table on Software - Year-over-year growth 2022-2027 (%)

• 7.5 Hardware - Market size and forecast 2022-2027
• Exhibit 55: Chart on Hardware - Market size and forecast 2022-2027 ($ billion)
• Exhibit 56: Data Table on Hardware - Market size and forecast 2022-2027 ($ billion)
• Exhibit 57: Chart on Hardware - Year-over-year growth 2022-2027 (%)
• Exhibit 58: Data Table on Hardware - Year-over-year growth 2022-2027 (%)

• 7.6 Market opportunity by Component 
• Exhibit 59: Market opportunity by Component ($ billion)

8 Customer Landscape

• 8.1 Customer landscape overview 
• Exhibit 60: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

9 Geographic Landscape

• 9.1 Geographic segmentation 
• Exhibit 61: Chart on Market share by geography 2022-2027 (%)
• Exhibit 62: Data Table on Market share by geography 2022-2027 (%)

• 9.2 Geographic comparison 
• Exhibit 63: Chart on Geographic comparison
• Exhibit 64: Data Table on Geographic comparison

• 9.3 North America - Market size and forecast 2022-2027
• Exhibit 65: Chart on North America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 66: Data Table on North America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 67: Chart on North America - Year-over-year growth 2022-2027 (%)
• Exhibit 68: Data Table on North America - Year-over-year growth 2022-2027 (%)

• 9.4 Europe - Market size and forecast 2022-2027
• Exhibit 69: Chart on Europe - Market size and forecast 2022-2027 ($ billion)
• Exhibit 70: Data Table on Europe - Market size and forecast 2022-2027 ($ billion)
• Exhibit 71: Chart on Europe - Year-over-year growth 2022-2027 (%)
• Exhibit 72: Data Table on Europe - Year-over-year growth 2022-2027 (%)

• 9.5 APAC - Market size and forecast 2022-2027
• Exhibit 73: Chart on APAC - Market size and forecast 2022-2027 ($ billion)
• Exhibit 74: Data Table on APAC - Market size and forecast 2022-2027 ($ billion)
• Exhibit 75: Chart on APAC - Year-over-year growth 2022-2027 (%)
• Exhibit 76: Data Table on APAC - Year-over-year growth 2022-2027 (%)

• 9.6 South America - Market size and forecast 2022-2027
• Exhibit 77: Chart on South America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 78: Data Table on South America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 79: Chart on South America - Year-over-year growth 2022-2027 (%)
• Exhibit 80: Data Table on South America - Year-over-year growth 2022-2027 (%)

• 9.7 Middle East and Africa - Market size and forecast 2022-2027 
• Exhibit 81: Chart on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
• Exhibit 82: Data Table on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
• Exhibit 83: Chart on Middle East and Africa - Year-over-year growth 2022-2027 (%)
• Exhibit 84: Data Table on Middle East and Africa - Year-over-year growth 2022-2027 (%)

• 9.8 US - Market size and forecast 2022-2027
• Exhibit 85: Chart on US - Market size and forecast 2022-2027 ($ billion)
• Exhibit 86: Data Table on US - Market size and forecast 2022-2027 ($ billion)
• Exhibit 87: Chart on US - Year-over-year growth 2022-2027 (%)
• Exhibit 88: Data Table on US - Year-over-year growth 2022-2027 (%)

• 9.9 Germany - Market size and forecast 2022-2027
• Exhibit 89: Chart on Germany - Market size and forecast 2022-2027 ($ billion)
• Exhibit 90: Data Table on Germany - Market size and forecast 2022-2027 ($ billion)
• Exhibit 91: Chart on Germany - Year-over-year growth 2022-2027 (%)
• Exhibit 92: Data Table on Germany - Year-over-year growth 2022-2027 (%)

• 9.10 China - Market size and forecast 2022-2027
• Exhibit 93: Chart on China - Market size and forecast 2022-2027 ($ billion)
• Exhibit 94: Data Table on China - Market size and forecast 2022-2027 ($ billion)
• Exhibit 95: Chart on China - Year-over-year growth 2022-2027 (%)
• Exhibit 96: Data Table on China - Year-over-year growth 2022-2027 (%)

• 9.11 Japan - Market size and forecast 2022-2027
• Exhibit 97: Chart on Japan - Market size and forecast 2022-2027 ($ billion)
• Exhibit 98: Data Table on Japan - Market size and forecast 2022-2027 ($ billion)
• Exhibit 99: Chart on Japan - Year-over-year growth 2022-2027 (%)
• Exhibit 100: Data Table on Japan - Year-over-year growth 2022-2027 (%)

• 9.12 UK - Market size and forecast 2022-2027
• Exhibit 101: Chart on UK - Market size and forecast 2022-2027 ($ billion)
• Exhibit 102: Data Table on UK - Market size and forecast 2022-2027 ($ billion)
• Exhibit 103: Chart on UK - Year-over-year growth 2022-2027 (%)
• Exhibit 104: Data Table on UK - Year-over-year growth 2022-2027 (%)

• 9.13 Market opportunity by geography 
• Exhibit 105: Market opportunity by geography ($ billion)

10 Drivers, Challenges, and Trends

• 10.1 Market drivers 

• 10.2 Market challenges 

• 10.3 Impact of drivers and challenges 
• Exhibit 106: Impact of drivers and challenges in 2022 and 2027

• 10.4 Market trends 

11 Vendor Landscape

• 11.1 Overview 

• 11.2 Vendor landscape 
• Exhibit 107: Overview on Criticality of inputs and Factors of differentiation

• 11.3 Landscape disruption 
• Exhibit 108: Overview on factors of disruption

• 11.4 Industry risks 
• Exhibit 109: Impact of key risks on business

12 Vendor Analysis

• 12.1 Vendors covered 
• Exhibit 110: Vendors covered

• 12.2 Market positioning of vendors 
• Exhibit 111: Matrix on vendor position and classification

• 12.3 3M Co. 
• Exhibit 112: 3M Co. - Overview
• Exhibit 113: 3M Co. - Business segments
• Exhibit 114: 3M Co. - Key news
• Exhibit 115: 3M Co. - Key offerings
• Exhibit 116: 3M Co. - Segment focus

• 12.4 Allscripts Healthcare Solutions Inc.
• Exhibit 117: Allscripts Healthcare Solutions Inc. - Overview
• Exhibit 118: Allscripts Healthcare Solutions Inc. - Business segments
• Exhibit 119: Allscripts Healthcare Solutions Inc. - Key news
• Exhibit 120: Allscripts Healthcare Solutions Inc. - Key offerings
• Exhibit 121: Allscripts Healthcare Solutions Inc. - Segment focus

• 12.5 Athenahealth Inc. 
• Exhibit 122: Athenahealth Inc. - Overview
• Exhibit 123: Athenahealth Inc. - Product / Service
• Exhibit 124: Athenahealth Inc. - Key offerings

• 12.6 Cognizant Technology Solutions Corp.
• Exhibit 125: Cognizant Technology Solutions Corp. - Overview
• Exhibit 126: Cognizant Technology Solutions Corp. - Business segments
• Exhibit 127: Cognizant Technology Solutions Corp. - Key news
• Exhibit 128: Cognizant Technology Solutions Corp. - Key offerings
• Exhibit 129: Cognizant Technology Solutions Corp. - Segment focus

• 12.7 Dassault Systemes SE 
• Exhibit 130: Dassault Systemes SE - Overview
• Exhibit 131: Dassault Systemes SE - Product / Service
• Exhibit 132: Dassault Systemes SE - Key news
• Exhibit 133: Dassault Systemes SE - Key offerings

• 12.8 Dell Technologies Inc. 
• Exhibit 134: Dell Technologies Inc. - Overview
• Exhibit 135: Dell Technologies Inc. - Business segments
• Exhibit 136: Dell Technologies Inc. - Key news
• Exhibit 137: Dell Technologies Inc. - Key offerings
• Exhibit 138: Dell Technologies Inc. - Segment focus

• 12.9 Epic Systems Corp. 
• Exhibit 139: Epic Systems Corp. - Overview
• Exhibit 140: Epic Systems Corp. - Product / Service
• Exhibit 141: Epic Systems Corp. - Key offerings

• 12.10 General Electric Co. 
• Exhibit 142: General Electric Co. - Overview
• Exhibit 143: General Electric Co. - Business segments
• Exhibit 144: General Electric Co. - Key news
• Exhibit 145: General Electric Co. - Key offerings
• Exhibit 146: General Electric Co. - Segment focus

• 12.11 International Business Machines Corp.
• Exhibit 147: International Business Machines Corp. - Overview
• Exhibit 148: International Business Machines Corp. - Business segments
• Exhibit 149: International Business Machines Corp. - Key news
• Exhibit 150: International Business Machines Corp. - Key offerings
• Exhibit 151: International Business Machines Corp. - Segment focus

• 12.12 Koninklijke Philips NV 
• Exhibit 152: Koninklijke Philips NV - Overview
• Exhibit 153: Koninklijke Philips NV - Business segments
• Exhibit 154: Koninklijke Philips NV - Key news
• Exhibit 155: Koninklijke Philips NV - Key offerings
• Exhibit 156: Koninklijke Philips NV - Segment focus

• 12.13 McKesson Corp. 
• Exhibit 157: McKesson Corp. - Overview
• Exhibit 158: McKesson Corp. - Business segments
• Exhibit 159: McKesson Corp. - Key offerings
• Exhibit 160: McKesson Corp. - Segment focus

• 12.14 Microsoft Corp. 
• Exhibit 161: Microsoft Corp. - Overview
• Exhibit 162: Microsoft Corp. - Business segments
• Exhibit 163: Microsoft Corp. - Key news
• Exhibit 164: Microsoft Corp. - Key offerings
• Exhibit 165: Microsoft Corp. - Segment focus

• 12.15 Oracle Corp. 
• Exhibit 166: Oracle Corp. - Overview
• Exhibit 167: Oracle Corp. - Business segments
• Exhibit 168: Oracle Corp. - Key news
• Exhibit 169: Oracle Corp. - Key offerings
• Exhibit 170: Oracle Corp. - Segment focus

• 12.16 Siemens AG 
• Exhibit 171: Siemens AG - Overview
• Exhibit 172: Siemens AG - Business segments
• Exhibit 173: Siemens AG - Key news
• Exhibit 174: Siemens AG - Key offerings
• Exhibit 175: Siemens AG - Segment focus

• 12.17 UnitedHealth Group Inc. 
• Exhibit 176: UnitedHealth Group Inc. - Overview
• Exhibit 177: UnitedHealth Group Inc. - Business segments
• Exhibit 178: UnitedHealth Group Inc. - Key news
• Exhibit 179: UnitedHealth Group Inc. - Key offerings
• Exhibit 180: UnitedHealth Group Inc. - Segment focus

13 Appendix

• 13.1 Scope of the report 

• 13.2 Inclusions and exclusions checklist
• Exhibit 181: Inclusions checklist
• Exhibit 182: Exclusions checklist

• 13.3 Currency conversion rates for US$ 
• Exhibit 183: Currency conversion rates for US$

• 13.4 Research methodology 
• Exhibit 184: Research methodology
• Exhibit 185: Validation techniques employed for market sizing
• Exhibit 186: Information sources

• 13.5 List of abbreviations 
• Exhibit 187: List of abbreviations

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Technavio is a leading global technology research and advisory company. Their research and analysis focuses on emerging market trends and provides 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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