Exchange Rates: The Difference Between True and Apparent Demand

Published by: IDC

Published: Oct. 7, 2009 - 5 Pages

Table of Contents

Abstract

This IDC study discusses the fluctuating dollar from 2008 to 2009 and the potential impact on the portrayal of market demand in vendor revenue.

"Determining true versus apparent demand — to borrow from the sailing concept of true versus apparent wind — can be difficult. The exchange rate fluctuations will impact each vendor's reported revenue differently, depending on geographic distribution, pricing strategy, and currency hedging." — John Gantz, chief research officer, IDC

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