As businesses "continue to operate in volatility," innovation and consumer centricity will be the top priority for the C-suite due to the combined potential presented by social media, Big Data, mobility, and Cloud computing, according to IDC.
The analyst firm said this is because the roles of CIOs and their teams are drastically changing, meaning that they are increasingly under pressure to proactively drive the enterprise IT innovation agenda.
In addition, line-of-business (LOB) leaders today are exerting greater influence on the adoption of new technology as a result of the influence of social media.
In IDC's 2012 Continuum Study, 39 per cent of respondents said that their IT investments will increase over the next 12 months. The top three areas driving these will be: mobility to drive business outcomes; virtualisation and automation to build better scale and agility; unified communications (UC) to enhance productivity.
"There is tremendous scope for IT innovation at the enterprise level by exploiting the phenomenal potential of social media, Big Data, mobility, and Cloud computing to drive business growth," IDC Australia IT services senior market analyst, Raj Mudaliar, said.
The focus on innovation and customer centricity means project-orientated services are being driven primarily by the demand for consulting and integration services around Big Data and analytics, mobility, and industry-specific digitisations solutions.
IDC forecasts the IT services market growth in Australia is expected to total a compound annual growth rate (CAGR) of 3.0 per cent from $15.2 billion in 2012 to $17.6bn by 2016.
"In this digital economy, more opportunities arise for IT and network consultation, system integration and application development services," Mudaliar said. "Service providers need to proactively engage with their customers by continually demonstrating their capabilities to cater to the organisation's IT demands in this emerging new environment."