HOME Top Market Reports Master Data Management Market by Application (Customer Data, Product Data, Supplier Data, Site, Others), by Service Type (Consulting, Implementation, Training & Support), by Deployment, by User Type, by Industry, by Region - Global Forecast to 2020

Master Data Management Market by Application (Customer Data, Product Data, Supplier Data, Site, Others), by Service Type (Consulting, Implementation, Training & Support), by Deployment, by User Type, by Industry, by Region - Global Forecast to 2020

By: marketsandmarkets.com
Publishing Date: April 2015
Report Code: TC 3335

Discount on Reports  

  Speak to Analyst Enquiry Before Buying  
purchase report
download pdf  request for customisation


Businesses generate huge amount of data through their daily operations, and today, the value of this generated data is becoming critical to the business’ success. Master data is the consolidated reference sheet that has the critical business information about products, customers, suppliers, sites, and others comprising asset data information pertaining to the organization. Master data management is a combination of solutions and technological services that collates, structures, harmonizes, and manages the master data and links it with other business processes and analytical tools in the organization. The usage of master data management solutions helps the organizations to significantly improve operational efficiency, enhance decision-making, and streamline their business operations and workflow patterns. Today, master data management has become imperative for organizations, and has also become one of the important sources for integrating dimensional data for Business Intelligence (BI), Big Data, and analytics solutions. Since, these solutions are easily integrated with the existing architecture and are deployed on the cloud, the adoption of these management services has increased.

Master data management can be simply understood as the effective management of the consolidated master data within the organization. These solutions facilitate the compiling of voluminous organizational data into a central location, and provide the users with a unified view of their master data and reference data. The deployment of these solutions help organizations synchronize, harmonize, and manage all their data that is aligned with data warehouses, business intelligence systems, and other applications.  This effective linking and efficient understanding provided by the data management applications helps organizations bring the right information in the right form to the right person at the right time.

Further, master data management has been instrumental in opening new business avenues for the stakeholders which include master data management solution vendors, cloud-based sellers, platform providers present in the ecosystem. The widespread adoption of these solutions has leveraged these stakeholders to enhance customer experience, augment business operations, design finer solutions for its clients, and has increased its market foothold. Likewise, with the widespread acknowledgement of these software and services by the users, master data management is broadly gaining traction across diverse industrial verticals in different regions.

Indispensable requirement to have centrally managed data, rising needs for compliance and verification, and mounting demands for operational excellence and data quality are some of the factors driving the adoption of master data management market. However, prevailing data security apprehensions, and lack of awareness about the benefits related to data management solutions are some of the factors hindering the growth master data management market. Moreover, incorporation of integrated vendor offerings provides new opportunities to the solution providers. While, diversified policies and regulations present across various regions and verticals still stands as a challenge faced by these vendors.

The master data management market scenario is a substantial one with major acquisitions such as Revelytix by Teradata Corporation, Jaspersoft Corporation by TIBCO Software, Inc., and Concur Technologies by SAP AG. Various solution vendors such as Riversand Technologies, Inc., IBM Corporation, and SAS Institute, Inc. are offering enhanced solutions pertaining to the needs of users. Besides this, various platform providers such as Talend, and Oracle Corporation are developing innovative techniques of advanced features into their platform offerings. Thus, these stakeholders are cohesively adding significant value to the master data management market. This is evident enough to portray that the market players have considerable interest to build market share in this space.

The overall market in this report has been defined as the spending by Small and Medium Businesses (SMBs) and large enterprises on master data management solutions and services for managing customer, product, supplier, site, and others master data.

North America, Asia-Pacific, and Europe have the highest adoption rate of master data management market, and regions such as Latin America along with Middle East and Africa offer a lot of opportunities for the vendors where majority of the countries are yet to expansively adopt these solutions.

The report spans the overall structure of the master data management market and provides premium insights that can help the platform vendors, solution providers, cloud-based sellers, and system integrators, and budding and independent providers to identify the needs of the SMBs and large enterprises.

This report analyzes global adoption trends, future growth potential, key drivers, restraints, opportunities, challenges, and best practices in the master data management market. The report also examines growth potential market sizes and revenue forecasts across different regions.

Scope of the report:

Master data management market is a broad study of the global market and forecasts the market sizes and trends in the following sub-segments.

Market size by application:

  • Customer Data
  • Product Data
  • Supplier Data
  • Site
  • Others

Market size by deployment:

  • Cloud
  • On-Premises

Master Data Management Services market size by type:

  • Consulting
  • Implementation
  • Training and Support

Market size by user type:

  • SMBs
  • Large Enterprises

Market size by industry:

  • BFSI
  • Government
  • Retail
  • IT and Telecom
  • Manufacturing
  • Energy and Utilities
  • Healthcare
  • Transportation and Logistics
  • Media and Entertainment
  • Others

Market size by region:

  • North America (NA)
  • Europe (EU)
  • Asia Pacific (APAC)
  • Middle East and Africa (MEA)
  • Latin America (LA)

Table of Contents

1 Introduction (Page No. - 14)
    1.1 Objectives of the Study
    1.2 Market Definition
    1.3 Market Scope
           1.3.1 Markets Covered
           1.3.2 Year
    1.4 Currency
    1.5 Limitations
    1.6 Stakeholders

2 Research Methodology (Page No. - 17)
    2.1 Market Size Estimation
    2.2 Market Breakdown and Data Triangulation
    2.3 Market Share Estimation
           2.3.1 Key Data From Secondary Sources
           2.3.2 Key Data From Primary Sources
                    2.3.2.1 Key Industry Insights
    2.4 Assumptions

3 Executive Summary (Page No. - 26)

4 Premium Insights (Page No. - 34)
    4.1 Attractive Market Opportunities
    4.2Top Three Industries
    4.3 Top Three Verticals and Regions (2015)
    4.4 Master Data Management Market (2020)
    4.5 Global Market Size, By Application
    4.6 Regional Market
    4.7 Product Growth Matrix
    4.8 Life Cycle Analysis (2015), By Region

5 Market Overview (Page No. - 40)
    5.1 Introduction
    5.2 Evolution
    5.3 Market Segmentation
           5.3.1 By Application
           5.3.2 By Deployment
           5.3.3 By Service Type
           5.3.4 By User Type
           5.3.5 By Industry
           5.3.6 By Region
    5.4 Market Dynamics
           5.4.1 Drivers
                    5.4.1.1 Indispensable Requirement to Have Centrally Managed Data
                    5.4.1.2 Rising Needs for Compliance and Verification
                    5.4.1.3 Mounting Demands for Operational Excellence and Data Quality
                    5.4.1.4 Creation of New Business Avenues in Organizations
                    5.4.1.5 Manifestation of Unified Customer View and Client-Centricity
           5.4.2 Restraints
                    5.4.2.1 Prevailing Data Security Apprehensions
                    5.4.2.2 Lack of Awareness About the Benefits Related to Master Data Management Software and Services
                    5.4.2.3 Ongoing Data Ownership Concerns
           5.4.3 Opportunities
                    5.4.3.1 Incorporation of Integrated Vendor Offerings
                    5.4.3.2 Bridging of Technologies for Big Data and Bi With the Cloud
           5.4.4 Challenges
                    5.4.4.1 Diversified Data Regulations and Legislation Present Across Different Verticals and Regions
                    5.4.4.2 Expansive Master Data Management Solutions Face Inflexibility

6 Industry Trends (Page No. - 51)
    6.1 Introduction
    6.2 Value Chain Analysis
    6.3 Porter’s Five Forces Analysis
           6.3.1 Threat of New Entrants
           6.3.2 Threat of Substitutes
           6.3.3 Bargaining Power of Suppliers
           6.3.4 Bargaining Power of Buyers
           6.3.5 Intensity of Competitive Rivarly

7 Master Data Management Market Analysis, By Application (Page No. - 56)
    7.1 Introduction
    7.2 Customer Data
    7.3 Product Data
    7.4 Supplier Data
    7.5 Site
    7.6 Others

8 Master Data Management Market Analysis, By Deployment (Page No. - 64)
    8.1 Introduction
    8.2 Cloud
    8.3 On-Premises

9 Market Analysis, By Service Type (Page No. - 69)
    9.1 Introduction
    9.2 Consulting
    9.3 Implementation
    9.4 Training and Support

10 Market Analysis, By User Type (Page No. - 74)
     10.1 Introduction
     10.2 SMBS
     10.3 Large Enterprises

11 Master Data Management Market Analysis, By Industry (Page No. - 80)
     11.1 Introduction
     11.2 BFSI
     11.3 Government
     11.4 Retail
     11.5 IT and Telecom
     11.6 Manufacturing
     11.7 Energy and Utilities
     11.8 Healthcare
     11.9 Transportation and Logistics
     11.10 Media and Entertainment
     11.11 Others

12 Geographic Analysis (Page No. - 94)
     12.1 Introduction
     12.2 North America
     12.3 Europe
     12.4 Asia-Pacific
     12.5 Middle East and Africa
     12.6 Latin America

13 Competitive Landscape (Page No. - 115)
     13.1 Overview
     13.2 Competitive Situations and Trends
             13.2.1 New Product Launches
             13.2.2 AGreements, Partnerships, Collaborations, and Joint Ventures, 2012–2014
             13.2.3 Mergers and Acquisitions
             13.2.4 Venture Capital (VC) Funding

14 Company Profiles (Page No. - 126)
(Overview, Products & Services, Strategies & Insights, Developments and MnM View)*
     14.1 Introduction
     14.2 SAP AG
     14.3 SAS Institute, Inc.
     14.4 IBM Corporation
     14.5 Oracle Corporation
     14.6 Tibco Software, Inc.
     14.7 Informatica Corporation
     14.8 Teradata Corporation
     14.9 Orchestra Networks
     14.10 Riversand Technologies, Inc.
     14.11 Talend
     14.12 Syncforce

*Details on Overview, Products & Services, Strategies & Insights, Developments and MnM View Might Not Be Captured in Case of Unlisted Companies.

15 Appendix (Page No. - 160)
     15.1 Insights From Industry Experts
     15.2 Discussion Guide
     15.3 Introducing RT: Real Time Market Intelligence
     15.4 Available Customizations
     15.5 Related Reports


List of Tables (69 Tables)

Table 1 Global Master Data Management Market Size and Growth,2013-2020 ($Million, Y-O-Y %)
Table 2 Global Master Data Management Software and Service Market Size and Growth, 2013-2020 ($Million, Y-O-Y %)
Table 3 Global Master Data Management Software Market Size, By User Type, 2013-2020 ($Million)
Table 4 Global Master Data Management Service Market Size, By User Type, 2013-2020 ($Million)
Table 5 Indispensable Requirement to Have Centrally Managed Data is Enhancing the Adoption in the Market
Table 6 Prevailing Data Security Apprehensions in the Adoption Software and Services is Restraining the Market Growth
Table 7 Incorporation of Integrated Vendor Offerings are Paving the Way for Enhanced Growth Avenues for market Vendors
Table 8 Diversified Data Regulations and Legislation Present Across Different Verticals and Regions is Challenging the Market
Table 9 Global Master Data Management Software Market Size , By Application, 2013–2020 ($Million)
Table 10 Customer Data Application: Market Size, By Region, 2013–2020 ($Million)
Table 11 Product Data Application: Market Size, By Region, 2013–2020 ($Million)
Table 12 Supplier Data Application: Market Size, By Region, 2013–2020 ($Million)
Table 13 Site : Market Size, By Region,2013–2020 ($Million)
Table 14 Others: Master Data Management Market Size, By Region,2013–2020 ($Million)
Table 15 Global Master Data Management Software Market Size, By Deployment, 2013–2020 ($Million)
Table 16 Cloud-Based Deployment: Market Size, By Region, 2013–2020 ($Million)
Table 17 On-Premises Deployment: Market Size, By Region, 2013–2020 ($Million)
Table 18 Global Master Data Management Market Size, By Service Type,2013–2020 ($Million)
Table 19 Consulting Service Type: Market Size, By Region, 2013–2020 ($Million)
Table 20 Implementation Service Type: Market Size, By Region, 2013–2020 ($Million)
Table 21 Training and Support Service: Market Size, By Region, 2013–2020 ($Million)
Table 22 Global Master Data Management Market Size, By User Type,2013–2020 ($Million)
Table 23 SMBS: Market Size, By Component,2013–2020 ($Million)
Table 24 SMBS: Market Size, By Region,2013–2020 ($Million)
Table 25 Large Enterprises: Market Size, By Component, 2013–2020 ($Million)
Table 26 Large Enterprises: Market Size, By Region, 2013–2020 ($Million)
Table 27 Global Master Data Management Market Size, By Industry,2013–2020 ($Million)
Table 28 BFSI: Market Size, By Region,2013–2020 ($Million)
Table 29 Government: Market Size, By Region,2013–2020 ($Million)
Table 30 Retail: Market Size, By Region,2013–2020 ($Million)
Table 31 IT and Telecom: Market Size, By Region,2013–2020 ($Million)
Table 32 Manufacturing: Market Size, By Region, 2013–2020 ($Million)
Table 33 Energy and Utilities: Market Size, By Region, 2013–2020 ($Million)
Table 34 Healthcare: Market Size, By Region,2013–2020 ($Million)
Table 35 Transportation and Logistics: Market Size, By Region, 2013–2020 ($Million)
Table 36 Media and Entertainment: Market Size, By Region, 2013–2020 ($Million)
Table 37 Others: Master Data Management Market Size, By Region,2013–2020 ($ Million)
Table 38 Global Master Data Management Market Size, By Region,2013–2020 ($Million)
Table 39 Software: Master Data Management Market Size, By Region,2013–2020 ($Million)
Table 40 Service: Master Data Management Market Size, By Region,2013–2020 ($Million)
Table 41 NA: MarketSize, By Component,2013–2020 ($Million)
Table 42 NA: MarketSize, By Application,2013–2020 ($Million)
Table 43 NA: Master Data Management Software Market Size, By Deployment, 2013–2020 ($Million)
Table 44 NA: Master Data Management Service Market Size, By Service Type, 2013–2020 ($Million)
Table 45 NA: MarketSize, By Industry,2013–2020 ($Million)
Table 46 Europe: MarketSize, By Component,2013–2020 ($Million)
Table 47 Europe: MarketSize, By Application,2013–2020 ($Million)
Table 48 Europe: Master Data Management Software Market Size, By Deployment, 2013–2020 ($Million)
Table 49 Europe: Master Data Management Service Market Size, By Service Type, 2013–2020 ($Million)
Table 50 Europe: MarketSize, By Industry,2013–2020 ($Million)
Table 51 APAC: MarketSize, By Component,2013–2020 ($Million)
Table 52 APAC: Master Data Management Software Market Size, By Application, 2013–2020 ($Million)
Table 53 APAC: Master Data Management Software Market Size, By Deployment, 2013–2020 ($Million)
Table 54 APAC: Master Data Management Service Market Size, By Service Type, 2013–2020 ($Million)
Table 55 APAC: MarketSize, By Industry,2013–2020 ($Million)
Table 56 MEA: MarketSize, By Component,2013–2020 ($Million)
Table 57 MEA: Master Data Management Software Market Size, By Application, 2013–2020 ($Million)
Table 58 MEA: Master Data Management Software Market Size, By Deployment, 2013–2020 ($Million)
Table 59 MEA: Master Data Management Service Market Size, By Service Type, 2013–2020 ($Million)
Table 60 MEA: MarketSize, By Industry,2013–2020 ($Million)
Table 61 LA: MarketSize, By Component,2013–2020 ($Million)
Table 62 LA: Master Data Management Software Market Size, By Application, 2013–2020 ($Million)
Table 63 LA: Master Data Management Software Market Size, By Deployment, 2013–2020 ($Million)
Table 64 LA: Master Data Management Service Market Size, By Service Type, 2013–2020 ($Million)
Table 65 LA: MarketSize, By Industry,2013–2020 ($Million)
Table 66 New Product Launches, 2012–2014
Table 67 Agreements, Partnerships, Collaborations, and Joint Ventures
Table 68 Mergers and Acquisitions, 2012–2014
Table 69 VC Funding, 2012–2014
 
 
List of Figures (60 Figures)
 
Figure 1 Global Master Data Management Market: Research Design
Figure 2 Market Size Estimation Methodology: Bottom-Up Approach
Figure 3 Market Size Estimation Methodology: Top-Down Approach
Figure 4 Breakdown of Primary Interviews: By Company Type, Designation, and Region
Figure 5 Data Triangulation
Figure 6 Global Master Data Management Market, Software Application Snapshot (2015 vs. 2020)
Figure 7 On-Premises to Lead the Master Data Management Market in the Deployment Segment for the Forecast Period
Figure 8 Implementation Will Lead the Market in the Service Type Segment By 2020
Figure 9 Large Enterprise to Lead the Market in the User Type Segment for the Forecast Period
Figure 10 Media and Entertainment and Others Sector to Gain the Highest Traction During the Forecast Years
Figure 11 Global Master Data Management Market Size, By Industry(2015 vs. 2020): BFSI to Lead the Market
Figure 12 Global Master Data Management Market Share, 2015: NA to Hold the Maximum Market Share
Figure 13 Emerging Economies Offer Attractive Market Opportunities in the Market
Figure 14 Media and Entertainment to Grow at the Fastest Rate Among the Top Three Industries in the Master Data Management Market
Figure 15 NA Held the Maximum Market Share Among All the Regions in the Master Data Management Market (2015)
Figure 16 Product Data Application Will Dominate the Market During the Forecast Period
Figure 17 More Than 1/4th of the Market Will Come From the Top two Application Types in 2015-2020
Figure 18 Asia-Pacific Market to Grow Faster Than North America and Europe
Figure 19 Master Data Management Market, Growth Matrix
Figure 20 APAC Market to Grow Exponentially During the Forecast Period
Figure 21 Market Evolution of Master Data Management Market
Figure 22 Rising Needs for Compliance and Verification is One of the Factors Driving This Market
Figure 23 Master Data Management, Value Chain Analysis: Major Role Played By Master Data Management Platform Providers
Figure 24 Porter’s Five Forces Analysis: Diverse Set of Established Players is Increasing the Competition in the Industry
Figure 25 Site is Expected to Have A High CAGR During the Forecast Period
Figure 26 APAC is the Fastest Growing Region for Customer Data Application in Master Data Management
Figure 27 Product Data Application Dominated the Master Data Management Market in 2015
Figure 28 Site is Expected to Have A High Growth Rate in All Regions
Figure 29 Cloud Deployment Will Have the Highest CAGR During the Forecast Period
Figure 30 APAC is the Fastest-Growing Region for Cloud Deployments in the Market
Figure 31 Training and Support Service Will Have the Highest CAGR During the Forecast Period
Figure 32 APAC is the Fastest-Growing Region for Training and Support Service in the Master Data Management Market
Figure 33 SMBs is the Fastest Growing User Type Segment in the Market
Figure 34 Large Enterprises are Expected to Dominate the Market During the Forecast Period
Figure 35 BFSI, Manufacturing, and Retail Will Continue to Dominate the Market During the Forecast Period
Figure 36 Geographic Analysis of Master Data Management Market, By Industry (2015)
Figure 37 More Than 40% of Master Data Management Market Share Will Be From the BFSI and Telecom and IT Verticals
Figure 38 NA Will Lead the Market
Figure 39 Geographic Snapshot – APAC is Emerging as A New Hotspot
Figure 40 APAC: an Attractive Destination for Master Data Management Market
Figure 41 NA Market Snapshot: Investment in Cloud-Based Master Data Management Will Drive the Market
Figure 42 APAC Market Snapshot: Increased Demand From the Users From the Developing Economies Will Drive the Market
Figure 43 APAC is the Fastest-Growing Region in the Master Data Management Market
Figure 44 Companies Adopted Mergers and Acquisitions as the Key Growth Strategy During 2012-2014
Figure 45 Informatica Corporation Grew at the Highest Rate Between2010 and 2014
Figure 46 Market Evaluation Framework: Significant Number of Partnerships Have Fueled Growth in 2013 and 2014
Figure 47 Battle for Market Share: Partnerships, Agreements, Collaborations, Joint Ventures, and Venture Funding Were the Key Strategies
Figure 48 Geographic Revenue Mix of Top 5 Market Players
Figure 49 SAP AG: Company Snapshot
Figure 50 SAP AG: SWOT Analysis
Figure 51 SAS Institute, Inc.: Company Snapshot
Figure 52 SAS Institute, Inc.: SWOT Analysis
Figure 53 IBM Corporation: Company Snapshot
Figure 54 IBM Corporation: SWOT Analysis
Figure 55 Oracle Corporation: Company Snapshot
Figure 56 Oracle Corporation: SWOT Analysis
Figure 57 Tibco Software, Inc.: Company Snapshot
Figure 58 Tibco Software, Inc.: SWOT Analysis
Figure 59 Informatica: Company Snapshot
Figure 60 Teradata Corporation.: Company Snapshot

Today, organizations specifically consider their organizational data as a ‘priceless asset’. The proliferation of businesses worldwide has generated large volumes of data within the organizations. This data is distinctly placed across different departments, systems, and branches in the organizations. To efficiently manage these mountains of data collected over the years, the organizations demand for channelized management solutions. This requirement by the business organizations is catered to through the adoption of master data management solutions and services.

Master data management can be understood as a set of comprehensive solutions which provides the end users comprising SMBs and large enterprises with secured and channelized maintenance of their critical master data. These solutions provide the users with enhanced features such as data validation, data collection, data update on real-time basis, synchronization, data harmonization, cleansing, de-duplication, and data matching. The master data management solutions mainly comprise the prominent applications such as customer data, product data, supplier data, site data, and others, namely asset data management. These solutions and services provide the users with in-depth insights on product lifecycle, vendor listing, multi-domain customer requirements, and inventory data. Further,    this consolidated master data provides the users with information that helps them improve their customer experiences, accelerate their analytical and transactional operations, and make faster business decisions.

The organizations contemporary use master data management solutions to enhance their agility between their business functions. These solutions primarily helps to collaborate and consolidate an organization’s diversely placed data into a central repository. The solutions facilitate the employees with a simplified unified view their corporate master data all consolidated together and to be displayed from a single point for reference. The deployment of master data management solutions either on cloud or on-premises helps organizations to maintain consistency and authenticity in their all their data content.  Presently, organizations are opting for integrated solutions which follow regulation compliance through data governance models, and abide by data quality maintenance norms. Hence, the multitude of advantageous in master data management solution and services provision has leveraged the users and had led to the widespread adoption of these applications.

The emergence of master data management solutions has also opened new business potentials for the chief stakeholders present in the ecosystem. These services have broadly expanded their product portfolios and have also been influential in boosting their revenues to different markets. From the inception of master data management in 2000, these solutions and services have extensively evolved in their functionalities with ongoing technological enhancements. By 2020, the master data management offerings are expansively going to redefine it to become a trending market through the incorporation of Business Intelligence (BI) and Big Data within these master data management solutions.

Indispensable requirement to have centrally managed data, rising needs for compliance and verification, and mounting demands for operational excellence and data quality are some of the factors driving the adoption of master data management. However, prevailing data security apprehensions, and lack of awareness about the benefits related to solutions are some of the factors hindering the growth master data management market. Moreover, incorporation of integrated vendor offerings provides new opportunities to the master data management solution providers. While, diversified policies and regulations present across various regions and verticals still stands as a challenge faced by these vendors.

The study is done to understand the structure of the master data management ecosystem and is intended to help the solution vendors, platform providers, and cloud-based sellers to better serve their clients which include SMBs and large enterprises. The overall market size in this study has been defined as the spending of SMBs and large enterprises on master data management software and services, and the revenues generated by the vendors globally. The overall master data management market size has been further segmented into industry verticals which include BFSI, government, retail, IT and telecom, manufacturing, energy and utilities, healthcare, transportation and logistics, and media and entertainment, and others which include education; defense and aerospace, and travel and hospitality; across various regions, namely North America, Europe, Asia-Pacific, Middle East and Africa, and Latin America.

The global master data management market which comprises software and services is expected to grow from $9,440.4 million in 2015 to $26,799.6 million by 2020, at a Compound Annual Growth Rate (CAGR) of 23.2% during the forecast period from 2015 to 2020.

Global Master Data Management Market, 2015–2020 ($Million, Y-O-Y %)

Master Data Management Market

Source: Expert Interviews, Secondary Literature, and MarketsandMarkets Analysis

Custom Market Research Services

We will customize the research for you, in case the report listed above does not meet with your exact requirements. Our custom research will comprehensively cover the business information you require to help you arrive at strategic and profitable business decisions.

Please visit http://www.marketsandmarkets.com/knowledge-process-outsourcing-services.asp to specify your custom Research Requirement

Connect With Us

Follow us on LinkedIn  Follow us on Facebook   Follow us on Twitter 
Live Chat Support


US : 1-888-600-6441
UK : 44-800-368-9399

Search reports



Access reports on all high
growth Software and Services Markets on KnowledgeStore
Request Demo