“The global TMT sector is at a critical inflection point. With over half of leaders questioning their viability, reinvention isn't just a strategy; it's essential for survival. Geopolitical shifts are fundamentally altering supply chains, demanding agile regionalisation and smart automation. Simultaneously, AI is rapidly becoming core infrastructure, driving immense innovation but also requiring urgent, responsible governance. Leaders who will thrive are making decisive moves now, cultivating resilience, and embracing collaboration amidst such uncertainty. In Ukraine, this imperative is keenly felt. Our TMT sector consistently transforms tough challenges into opportunities for growth and resilience, delivering innovative solutions and often serving as pioneering testbeds in areas like defence tech and fintech.”
As technological disruption continues, and the regulators scramble to keep pace, the tech sector may encounter some challenges in 2025, according to the PwC “Next in tech 2025” report. However, it’s also well-positioned to meet this moment as an opportunity for reinvention.
To help your company navigate its reinvention journey and ensure future success, we suggest benchmarking against the PwC Global CEO Survey by considering the three questions below.
1. Is your company embracing Generative AI (GenAI) or are trust issues holding you back?
GenAI is already delivering results: Two in five TMT CEOs globally already credit GenAI with boosting revenue and profitability, and 63% expect profits to climb even higher in 2025.
To what extent did GenAI impact the following in your company in the last 12 months?
Yet, only 45% trust the technology, highlighting the urgent need for responsible AI. The payoff is clear – 68% of TMT CEOs report that GenAI has made employees more efficient – but trust is the key to unlocking its full potential.
2. Is your business doing enough to keep pace with evolving industry and customer demands?
Reinvention is no longer optional for the TMT sector, with 53% of global CEOs believing their companies won't survive another decade on their current path. This urgent need for change demands an immediate focus on innovation, securing competitive advantages in technology and trust, and transforming challenges like climate threats into growth opportunities.
While a modest 9% of TMT revenue over the past five years came from new businesses, this figure is the highest among all sectors, reinforcing TMT's reputation for innovation and disruption.
What proportion of your company’s revenue in the last five years came from each of the following sources? (showing mean values)
PwC's new intelligent learning platform, Value in Motion, highlights the crucial need to rethink business models' fit within business ecosystems. Yet, PwC surveys show only around 40% of tech CEOs and under a third of telco CEOs say they’re reinventing their business models by rethinking sales and distribution or collaborating with others – actions that are essential for competing in domains. These companies might partner with others to market or bundle offerings. Telcos can offer connectivity alongside insurance or smart-home services; semiconductor makers might work with other companies on industry-specific hardware and software. Despite nearly half (48%) of TMT CEOs venturing into new sectors, demonstrating their commitment, this reinvention journey is expected to be long.
3. Do you view climate action as a boost to your bottom line, or as a budget buster?
Companies are increasingly benefiting from climate-friendly investments; 15% report reduced costs, and a quarter of TMT CEOs have even seen boosted revenues.
To what extent have climate-friendly investments* initiated by your company in the last five years impacted the following areas?
* Examples of climate-friendly investments include transitioning to energy-efficient operations, developing greener products and services, and implementing emission-reducing technologies
Sustainability is becoming of the core considerations for TMT firms, particularly within their supply chains. Ethical commitments, regulatory demands, and maintaining customer trust are driving transitions to renewable energy, waste reduction, and decarbonisation. Embracing sustainability transformation not just as a regulatory requirement opens an opportunity for TMT companies to further drive innovation, reduce risks, and build long-term value. Indeed, working in this complex environment requires industry knowledge and strategic planning. However, when nearly 70% of investors believe companies should invest in sustainability, even if it affects short-term profits, according to the PwC Global Investor Survey, such an approach and sustainability transformation become an imperative.
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Comprehensive report CEO Survey
About the survey
We surveyed 4,701 CEOs in 109 countries and territories from 1 October through 8 November 2024, including 153 CEOs from Central and Eastern Europe. The global and regional figures in this report are weighted proportionally to individual country nominal GDP, so CEOs’ views are broadly representative across all major regions. The industry and country-level figures are based on unweighted data from the full sample of 4,701 CEOs. All quantitative interviews were conducted on a confidential basis.
Contact us
Victor Vyshnevsky
Partner, Technology, Media & Telecommunications Leader, PwC in Ukraine
Tel: +380 44 354 0404
