Market Definition

Societal Transition CommitteeSaturday, October 19, 2002

Outline

IntroductionDefining the Market PlaceSize of the MarketFramework for Viewing Market SpaceKey FindingsInterim Conclusions

“The professional association providing leadership in information systems and technologies”

Current CIPS: Vision

4

Mission & Commitments

“CIPS provides leadership in information systems and

technologies by developing and promoting quality

standards and practices, research, certification, and professional development

while safeguarding the public interest.”

MissionCommitment to Learning Environments:

• Set standards for education and training through Accreditation Councils

Commitment to Society:

• Protect the public interest

• Public Awareness

Commitment to ICT Industry :

• Connects the Canadian ICT Profession to the world

• Set and maintain a standard of ethical practice

Commitment to Members:

• Provide certification for professionals

• Represent the profession on issues of importance

• Provide opportunity for professional development

• Provide other member benefits

The challenge in moving to a professional society

How big is the Iceberg? What part or parts show(s) when we talk about CIPS domain?

orWhat kinds of work will our future members do?How many are there?

Source: NF Interactive

Strategic Issue

Is CIPS Inclusive

Greater number of potential members ($) Perceived - Less value to being a member!

Or Exclusive

More restrictions on membership Greater value of being an admitted member

Environmental Scan

Mobility of ICT workers high? Keeping in touch via local contact points tough if CIPS

members keep moving CIPS can provide contacts and a network for ICT workers

moving into a new community.

Would like to know a lot more about CIPS demographicsOther professions competing

Engineers (software engineering issue) Accountants (information management)

Competing and complementary organizations ARMS PMI ITIL

Defining the

Market

Source: NF Interactive

Questions to be answered

What is an ICT Practitioner?

What is a Professional ICT Practitioner?

Defining ICT Occupations and hence the market

Accept definition as developed by SHRC and HRDC in mapping the ICT labour market as a starting point

This is consistent with the adoption of the OPSM as a starting point for the body of knowledge for work being done by the Certification Council

Does not include students and marketing and human resource practitioners

Provides at no charge, statistical information on the size of the marketMay help with funding from the federal government??Why waste resources developing our own definition.

Skill Levels

Senior management (professional)Professional occupationsParaprofessional and skilled occupations

OSPM Job Groupings & StreamsInformatics Business

Informatics Consultancy Informatics Management Problem Management Project Management

Informatics Data Data Administration Database Administration

Informatics Education Education / Training Technical Writing

Informatics Technical Analysis Design Analysis Programming Programming Software Design and Delivery

(a.k.a. software engineering)

Informatics Evaluation Business Analysis and Service

Level Management Capacity and Performance Technical Architecture

Informatics Integrity Help Desk Network Support Quality Assurance Security Testing User / Technical Support

Informatics Operations Audit Operations Routine Systems Programming

Streams missed ? . . .ICT Sales and Marketing?ICT HR Management and Recruitment?

* Red defines professional level activity

OSPM Profile – Informatics Management

Full Working Level:• Performs tasks without supervision and may supervise other

staff on a project basis; may be responsible for small projects or portions of medium-large projects.

Description:• You manage all resources needed to plan for and deliver

properly engineered informatics and services to users at all stages of the system's life cycle. This includes managing the development of services in the definition, design, construction, testing and delivery phases. You are also usually responsible for strategy, systems, hardware, software, manpower infrastructure operation and service delivery. Other responsibilities include scheduling and controlling a quality informatics service, and acting to correct any non-scheduled or non-routine incident affecting service delivery.

OSPM Profile – Informatics ManagementTypical Background: • It would be useful to have a university degree or college diploma

with 6 to 8 years experience in the ICT industry and specific job experience in this stream.

Accountabilities:· Define strategies, draft original specifications and manage

feasibility studies · Coordinate high-level model development· Take responsibility for corporate information technology solutions · Actively determine and recommend policy and productivity tools · Exploit corporate information technology opportunities· Ensure quality information technology services are available,

reliable and useable · Deal with system failures, deficiencies and security breaches· Oversee compliance with standards, procedures and

methodologies · Recruit, select, motivate, train, appraise, deploy and regulate staff

OSPM Profile – Informatics Management

Skill Areas1. Design ICT Strategy or High-level Architecture 2. Develop New Software and Databases3. Operate the Delivery Platform (processors, networks,

LANs, WANs)4. People Management5. ICT Management6. Leadership7. Working as an Individual8. Communications9. Developing Others10. Languages11. Concepts and Tools

OSPM Profile – Informatics Management

Skills1. Design ICT Strategy or High-level Architecture

• Ability to set the ICT strategy • Ability to define the enterprise level data model or

architecture• Ability to define the software development

environment• Ability to define the delivery platform, technical

architecture• Understanding of approaches to systems

development, integration• Understanding of systems development tools,

techniques and applications• Ability to identify and develop standards and

implementation

Certification Council Definition vs OSPM Definition of Professional

ActivitiesOSPM defines a baseline of skills and accountabilities for occupational roles.I.S.P. Certification is intended to “determine, develop and maintain the integrity and competence of individuals active in information systems.”The depth and breath of an I.S.P. applicants work experience is assessed by “measuring” the scope and extent of the relevant professional experience. Primary evidence being the job descriptor.Conclusion is that the OSPM is a tool that can be used by both the applicant and the certification council to help describe a persons career activities.

Career Management ModelDr. Dobbs Journal – Fall 1998

Four Stages of growth and development:1. The Apprentice

Work is never entirely your own Close supervision and direction

2. The Independent Contributor Has own projects or areas of responsibility Produces results that are recognized as their own

3. The Coach or Idea Leader Leads multi person team Mentor

4. The Organizational Leader Significant influence over critical decisions in an organization Helps shape future direct of an organization

Framework for Viewing Market Space

Organizational Leaders

Coaches & Idea Leaders

Independent Contributor

Apprentices

ICT Professionals / ICT Educators

(OSPM Job Streams)

Senior Managers

Paraprofessionals

(OSPM job Streams)

Students

Marketing Folks

ICT HR Folks

Framework for Viewing Market Space - with current product offering

Organizational Leaders

Coaches & Idea Leaders

Independent Contributor

Apprentices

ICT Professionals / ICT Educators

(OSPM Job Streams)

Member

I.S.P.

Member

I.S.P.

I.S.P.

Candidate Member

Member

Member

Candidate Member

Senior Managers Member

I.S.P.

Member

I.S.P.x x

Paraprofessionals

(OSPM job Streams)

I.S.P. Member

I.S.P.???

Member Member

Students

x x x Student Member

Marketing Folks Member Member Member Member

ICT HR Folks Member Member Member Member

Employment in IT July 2001 Summary TotalsProfessional Level Jobs in CIPS Market Space    

- Computer Programmer 123,100  - IS Business Analysts and Consultants 75,900  - Computer and IS Managers 21,700  - Software Engineers 21,600  - Web Designers and Developers 8,500  - Interactive Media Developers 6,000  - Technical Writers 5,100  - IS Quality Assurance Analysts 4,100  - Data Administrators 4,000  - Systems Security Analysts 3,300  - Data Administration Analysts 2,300 275,600Professional Level Jobs that might be in CIPS Market Space    

- Graphic Designers and Illustrating Artists 80,800 80,800Professional Level Jobs not in CIPS Market Space    

- Electrical and Electronics Engineers 29,300  - Computer Engineers 11,200 40,500Paraprofessional Level Jobs (in CIPS Market Space?)    

- Computer & Network Operators 49,000  - User Support Technicians 35,500  - System Testing Technicians 5,900  - Web Technicians 5,100 95,500Grand Total   492,400

Size of CIPS Market Space

37% Management

22% Programmers & Analysts

11% Consultants

19% Students

3% Educators

9% Other

Who Are CIPS Members?

Market Size vs CIPS Membership

Market size CIPS Members

ICT Professionals / ICT Educators

(OSPM Job Streams)253,900 2,873

Senior Managers 21,700 2,850

Paraprofessionals

(OSPM job Streams)95,500 261

Students 1,113

Marketing Folks604

ICT HR Folks

Market Size numbers are applied to this framework from the Mapping the IT Labour Market

CIPS Member Numbers are estimated in each of the categories.

So who do we target?First I would suggest that we do not exclude any of the job streamsHowever, we should target computer programmers, IS Business Analysts and Consultants, software engineers which make up the core of the ICT practitioner market place.We need to use the OPSM job streams as a means of defining professional level activity. We must also be aware that the real jobs are some combination of these job streams and we must be able to adjust appropriately.

Strategic Issue Conclusion

Is CIPS InclusiveOr Exclusive

The committee concluded –

“CIPS should remain an open society with professionalism as its major focus.”

Product Context for our Model

I.S.P.

Candidate I.S.P.

Non Certified Members

Student Members

A defined process is important and one must be a member along the process. One must move from Non Certified member through Associated ISP to ISP.

Senior I.S.P.

A Vision of CIPS MarketOrganizational Leaders

Coaches & Idea Leaders

Independent Contributor

Apprentices

ICT Professionals / ICT Educators

(OSPM Job Streams)

Senior I.S.P.

I.S.P.

Senior I.S.P.

I.S.P.

I.S.P. Candidate I.S.P.

Senior Managers Senior I.S.P.

I.S.P.

Senior I.S.P.

I.S.P. x xParaprofessionals

(OSPM job Streams)

I.S.P. I.S.P.???

Students

x x xStudent

Marketing Folks

ICT HR Folks

Primary target

Product Context for our Model

I.S.P.

Candidate I.S.P.

Members

Student Members

1. People who have achieved and maintain a body of knowledge but have not or cannot achieve the practicing criteria. These people would have to pass a test or series of tests to prove and maintain their Associate Status. (Our Marketing and HR types fit here.)

2. These must act professionally

A defined process is important and one must be a member along the process. One must move from Non Certified member through Associated ISP to ISP.

AssociateSenior I.S.P.

A Vision of CIPS MarketOrganizational Leaders

Coaches & Idea Leaders

Independent Contributor

Apprentices

ICT Professionals / ICT Educators

(OSPM Job Streams)

Senior I.S.P.

I.S.P.

Senior I.S.P.

I.S.P.

I.S.P. Candidate I.S.P.

Associate

Senior Managers Senior I.S.P.

I.S.P.

Senior I.S.P.

I.S.P. x xParaprofessionals

(OSPM job Streams)

I.S.P.

Associate

I.S.P.

Associate

Associate Associate

Non Certified

Students

x x xStudent

Marketing Folks Associate Associate Associate Non Certified

ICT HR Folks Associate Associate Associate Non Certified

Primary target

Interim ConclusionsWe need to create a value proposition that focus’ on the 2 highlighted boxes on the previous page.We need to test a Senior I.S.P. and the Associate Categories.We need to establish a continuing process for getting and maintaining an ISP. Finally we need to take our existing mission and commitments and prioritize our resource allocations appropriately.

“Life long learners can be life long members.”

Something to Remember….

“Even if you are on the right track, you'll get run over if you just sit there.”

Will Rogers (humourist and actor)

Thank you