2014 ETRM / CTRM Vendor Perception Study
Commodity Technology Advisory llc
Market Maturity
Figure 32: Unprompted Brand Recognition - Europe
Adjusted for Installed Base
One way of assessing market maturity is to look at
the virgin or replacement market ratios. The virgin
component of a market is that that utilizes
something other than a commercially available
software solution and the replacement market is
that which uses only commercially available
solutions. In the data collected by the 2014 survey,
the virgin component of the market is Europe and
North America is almost identical at 34.7% and
34.1% respectively and at 34.5% overall across all
of the data. Effectively then about 1/3rd of the
market is virgin and 2/3rds is replacement overall.
Plainly, this will vary significantly by commodity
but there