One Stop Shop For Reports One Stop Shop For Reports
  • All Reports
  • All Sectors
    • Chemicals & Materials
      • Advanced Materials
      • Bulk Chemicals
      • Coatings | Paints and Additives
      • Composites
      • Renewable | Speciality chemicals
    • Consumer Goods
      • Baby Products
      • Consumer Electronics
      • Consumer Packaging
      • Cosmetics & Personal Care
      • Homecare & Decor
      • Luxury & premium products
    • Energy and Power
      • Energy Efficiency and Conservation
      • Green | Renewable Energy
      • Non Renewable | Conventional Energy
      • Power Equipment and Devices
    • Life Science
      • Biotechnology
      • Diagnostics
      • Healthcare
      • Healthcare IT
      • Medical Devices & Supplies
      • Pharmaceuticals
    • Food and Beverage
      • Agriculture & Agri Products
      • Beverages
      • Food Ingredients
      • Food Services and Hospitality
      • Nutraceutical | Wellness Food
      • Processed & Frozen Foods
    • Automotive and Transportation
      • Automotive components
      • Automotive Logistics
      • Automotive systems and accessories
    • Information and Communications Technology
      • E Commerce and Outsourcing
      • Entertainment & Media
      • High Tech | Enterprise & Consumer IT
      • Information & Network Security
      • Mobility | Telecom & Wireless
      • Software and Services
    • Semiconductor and Electronics
      • Semiconductor Materials and Components
      • Display Technology
      • Electronics System and Components
      • Emerging technologies
      • Security and Surveillance
      • Sensors and Controls
    • Building and Construction
      • Construction Materials
      • HVAC
      • Residential Construction and Improvement
      • Roads & Highways
    • Manufacturing
      • Manufacturing Services
      • Heavy Manufacturing
      • Packaging
      • Engineering | Equipment and Machinery
  • Who Trust Us
  • [email protected]
  • +1 718 874 1545 (International)
  • +91 78878 22626 (Asia)

More Results

One Stop Shop For Reports One Stop Shop For Reports
  • All Reports
  • All Sectors
    • Chemicals & Materials
      • Advanced Materials
      • Bulk Chemicals
      • Coatings | Paints and Additives
      • Composites
      • Renewable | Speciality chemicals
    • Consumer Goods
      • Baby Products
      • Consumer Electronics
      • Consumer Packaging
      • Cosmetics & Personal Care
      • Homecare & Decor
      • Luxury & premium products
    • Energy and Power
      • Energy Efficiency and Conservation
      • Green | Renewable Energy
      • Non Renewable | Conventional Energy
      • Power Equipment and Devices
    • Life Science
      • Biotechnology
      • Diagnostics
      • Healthcare
      • Healthcare IT
      • Medical Devices & Supplies
      • Pharmaceuticals
    • Food and Beverage
      • Agriculture & Agri Products
      • Beverages
      • Food Ingredients
      • Food Services and Hospitality
      • Nutraceutical | Wellness Food
      • Processed & Frozen Foods
    • Automotive and Transportation
      • Automotive components
      • Automotive Logistics
      • Automotive systems and accessories
    • Information and Communications Technology
      • E Commerce and Outsourcing
      • Entertainment & Media
      • High Tech | Enterprise & Consumer IT
      • Information & Network Security
      • Mobility | Telecom & Wireless
      • Software and Services
    • Semiconductor and Electronics
      • Semiconductor Materials and Components
      • Display Technology
      • Electronics System and Components
      • Emerging technologies
      • Security and Surveillance
      • Sensors and Controls
    • Building and Construction
      • Construction Materials
      • HVAC
      • Residential Construction and Improvement
      • Roads & Highways
    • Manufacturing
      • Manufacturing Services
      • Heavy Manufacturing
      • Packaging
      • Engineering | Equipment and Machinery
  • Who Trust Us
Home ➤ Information and Communications Technology ➤ Software and Services ➤ Predictive Analytics in ERP Market
Predictive Analytics in ERP Market
Predictive Analytics in ERP Market
Published date: February 2025 • Formats:
Request Sample Schedule a Call
  • Home ➤ Information and Communications Technology ➤ Software and Services ➤ Predictive Analytics in ERP Market

Global Predictive Analytics in ERP Market Size, Share, Statistics Analysis Report By Component (Solution, Services), By Deployment (Cloud-based, On-premise), By Enterprise Size (SMEs, Large Enterprise), By Application (Manufacturing, Retail, Financial Management, Supply Chain Management (SCM), Others), Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends and Forecast 2025-2034

  • Published date: February 2025
  • Report ID: 139137
  • Number of Pages: 353
  • Format:
  • Overview
  • Table of Contents
  • Major Market Players
  • Request a Free Sample
  • Quick Navigation

    • Report Overview
    • Key Takeaways
    • U.S. Predictive Analytics in ERP Market
    • Component Analysis
    • Deployment Analysis
    • Enterprise Size Analysis
    • Application Analysis
    • Key Market Segments
    • Driver
    • Restraint
    • Opportunity
    • Challenge
    • Emerging Trends
    • Business Benefits
    • Key Player Analysis
    • Recent Developments
    • Report Scope

    Report Overview

    The Global Predictive Analytics in ERP Market size is expected to be worth around USD 27,985 Billion By 2034, from USD 2841.7 Billion in 2024, growing at a CAGR of 25.70% during the forecast period from 2025 to 2034. North America held a dominant market position in 2024, with more than 34.2% of the market share, with revenues reaching USD 971 million.

    Predictive analytics in Enterprise Resource Planning (ERP) refers to the integration of data analysis techniques and machine learning algorithms into ERP systems to forecast future trends and outcomes. This technology enables organizations to analyze historical and real-time data to predict future events, thereby enhancing decision-making processes. Predictive analytics can optimize various aspects of business operations, including inventory management, demand forecasting, and maintenance scheduling.

    The market for predictive analytics in ERP is experiencing significant growth, driven by the increasing demand for advanced analytics tools that can provide deeper insights into business operations and enhance strategic decision-making. As organizations continue to realize the benefits of data-driven strategies, the adoption of predictive analytics in ERP systems is expanding across diverse industries, from manufacturing to retail and beyond.

    Predictive Analytics in ERP Market size

    The expansion of the predictive analytics in ERP market can be attributed to several key factors. Firstly, the surge in data volume within organizations necessitates robust analytical tools that can process and analyze large datasets efficiently. Additionally, the growing need for operational efficiency and reduced downtime in manufacturing and other sectors is pushing companies to adopt predictive maintenance capabilities offered by advanced ERP systems.

    Market demand for predictive analytics in ERP is primarily driven by the need for enhanced accuracy in forecasting and risk management capabilities. Businesses are increasingly relying on predictive insights to streamline supply chain operations, optimize inventory levels, and predict customer demand patterns. This demand is particularly strong in sectors where precision and efficiency directly correlate with business success, such as logistics and e-commerce.

    Emerging market opportunities in predictive analytics in ERP include the integration of IoT devices and increased focus on customer-centric approaches. As more devices become interconnected, the volume of data available for analysis grows, providing new insights into operational processes and customer behaviors. This convergence of IoT and predictive analytics in ERP systems is expected to unlock new potentials for businesses to enhance connectivity and responsiveness.

    Technological advancements are critically shaping the predictive analytics in ERP market. Improvements in AI algorithms and machine learning models have made predictive analytics tools more accurate and accessible. Cloud-based ERP solutions are also facilitating the adoption of advanced analytics by reducing the barrier to entry for small and medium-sized enterprises, thus broadening the market base.

    Key Takeaways

    • The Global Predictive Analytics in ERP Market is expected to reach USD 27,985 Billion by 2034, up from USD 2,841.7 Billion in 2024, growing at a compound annual growth rate (CAGR) of 25.70% from 2025 to 2034.
    • In 2024, the solution segment held a dominant position in the market, capturing more than 72.4% of the market share.
    • The Cloud-based segment was the leading category in the market in 2024, accounting for over 58.6% of the total market share.
    • The Large Enterprise segment was the largest player in the market in 2024, holding more than 61.3% of the market share.
    • The Retail segment dominated the ERP market in 2024, capturing over 34.84% of the market share.
    • North America held a dominant market position in 2024, accounting for more than 34.2% of the market share, with revenues reaching USD 971 million.
    • The U.S. Predictive Analytics in ERP market is projected to be valued at USD 855.02 million in 2024, with a CAGR of 25.70%.

    U.S. Predictive Analytics in ERP Market

    The market for predictive analytics within ERP (Enterprise Resource Planning) systems in the United States is forecasted to reach a valuation of $855.02 million by the year 2024. This market is experiencing a robust compound annual growth rate (CAGR) of 25.70%.

    Predictive analytics is increasingly becoming a critical component of ERP systems, enabling businesses to forecast trends, manage risks, and improve operational efficiency. This integration helps companies to utilize historical data patterns to predict future outcomes, optimize processes, and make data-driven decisions.

    This growth is also fueled by the increasing availability of big data and the advancement in artificial intelligence and machine learning technologies, which enhance the predictive capabilities of ERP systems. Enterprises are looking to leverage these predictive insights to gain a competitive edge by enhancing supply chain management, optimizing inventory levels, and improving customer service.

    Predictive Analytics in ERP Market US region

    In 2024, North America held a dominant market position in the Predictive Analytics in ERP market, capturing more than a 34.2% share with revenues reaching USD 971 million. This leadership can be attributed to several key factors that distinguish the region from others globally.

    North America boasts a highly developed IT infrastructure, which facilitates the widespread adoption of advanced technologies including ERP systems integrated with predictive analytics. The presence of major technology players and startups focused on AI and machine learning innovations in the U.S. and Canada also drives significant advancements in ERP solutions.

    Regulations such as the Sarbanes-Oxley Act have pushed companies towards adopting sophisticated ERP solutions that include predictive analytics for better compliance and risk management. This has encouraged more firms to integrate advanced analytics into their operations, thus driving market growth.

    The trend towards digital transformation across industries such as manufacturing, healthcare, and retail is particularly strong in North America. These industries are major end-users of predictive analytics in ERP systems, using these tools to forecast demand, optimize supply chains, and enhance customer service.

    Predictive Analytics in ERP Market region

    Component Analysis

    In 2024, the solution segment held a dominant position in the predictive analytics in ERP market, capturing more than a 72.4% share. This leadership can be attributed primarily to the increasing demand for integrated software solutions that enable more efficient data processing and analysis capabilities within ERP systems.

    As businesses rely more on data-driven decisions, the demand for predictive analytics solutions that integrate with ERP systems grows. These solutions, using AI and machine learning, help forecast trends and behaviors, maximizing the value of enterprise data.

    The prominence of the solution segment is further reinforced by the ongoing digital transformation initiatives across various industries. Companies are investing heavily in upgrading their traditional ERP systems with predictive analytics capabilities to stay competitive and agile in a rapidly evolving business environment.

    Moreover, the development of industry-specific solutions has played a pivotal role in the growth of this segment. Predictive analytics solutions tailored for specific sectors such as manufacturing, retail, and healthcare have facilitated deeper market penetration.

    Predictive Analytics in ERP Market share

    Deployment Analysis

    In 2024, the Cloud-based segment held a dominant position in the predictive analytics in ERP market, capturing more than a 58.6% share. This significant market share can be attributed to several compelling advantages that cloud-based solutions offer over traditional on-premise deployments.

    Cloud-based ERP systems provide greater scalability, allowing businesses to easily increase or decrease their resources according to demand. This flexibility is particularly valuable for companies looking to grow or those with fluctuating workload patterns.

    Moreover, cloud-based ERP systems offer a cost-effective solution for businesses, as they typically require lower upfront investment compared to on-premise systems. The subscription-based pricing model common to cloud services allows businesses to predict and plan their IT expenditures more effectively.

    The cloud-based ERP segment thrives due to its enhanced accessibility. Users can access these systems anytime, anywhere, from devices like smartphones, tablets, and laptops. This flexibility supports remote work and dispersed teams, making it a top choice for modern, agile businesses.

    Enterprise Size Analysis

    In 2024, the Large Enterprise segment held a dominant market position in the Predictive Analytics in ERP market, capturing more than a 61.3% share. This prominence can be attributed to several key factors that specifically benefit larger organizations.

    Large enterprises, with their complex operations and vast data, are ideal for ERP systems enhanced with predictive analytics. These systems help integrate big data from various departments, enabling better demand forecasting, supply chain optimization, and more accurate financial forecasting.

    Furthermore, large enterprises often have the necessary financial resources to invest in advanced ERP systems. The initial cost and ongoing maintenance of sophisticated ERP solutions with predictive analytics capabilities can be substantial, which might be a barrier for smaller businesses.

    Additionally, the risk management capabilities provided by predictive analytics in ERP systems are particularly appealing to large enterprises. These organizations face greater risks due to their size and market influence, making effective risk management critical.

    Application Analysis

    In 2024, the Retail segment held a dominant position in the ERP market, capturing more than 34.84% of the market share. This segment’s leadership is primarily attributed to the extensive adoption of ERP systems to streamline operations and enhance customer satisfaction in a rapidly evolving retail environment.

    The significant growth of e-commerce has further propelled the demand for robust ERP systems in the retail sector. As online shopping continues to expand, retailers seek advanced ERP platforms capable of handling increased digital transactions, inventory management, and customer data analytics.

    ERP systems in retail simplify multi-channel sales by providing a unified view of both online and offline operations. This ensures accurate inventory management, reducing stock-outs and overstock, and plays a key role in maintaining operational efficiency and meeting customer expectations in a competitive market.

    Predictive analytics embedded in ERP systems offers retailers the advantage of forecasting trends, consumer behaviors, and potential market shifts. This strategic insight allows retailers to make informed decisions about product placements, promotions, and pricing, thus enhancing their competitive edge.

    Key Market Segments

    By Component

    • Solution
    • Services

    By Deployment

    • Cloud-based
    • On-premise

    By Enterprise Size

    • SMEs
    • Large Enterprise

    By Application

    • Manufacturing
    • Retail
    • Financial Management
    • Supply Chain Management (SCM)
    • Others

    Key Regions and Countries

    • North America
      • US
      • Canada
    • Europe
      • Germany
      • France
      • The UK
      • Spain
      • Italy
      • Rest of Europe
    • Asia Pacific
      • China
      • Japan
      • South Korea
      • India
      • Australia
      • Singapore
      • Rest of Asia Pacific
    • Latin America
      • Brazil
      • Mexico
      • Rest of Latin America
    • Middle East & Africa
      • South Africa
      • Saudi Arabia
      • UAE
      • Rest of MEA

    Driver

    Rising Adoption of Big Data and Related Technologies

    The surge in big data and advancements in technologies like artificial intelligence (AI) and machine learning (ML) are major drivers for incorporating predictive analytics into ERP systems. These technologies allow businesses to process vast amounts of data to forecast trends, optimize operations, and enhance decision-making processes.

    For instance, by analyzing historical sales data, companies can predict future demand, manage inventory levels efficiently, and reduce operational costs. The integration of AI and ML into predictive models further refines these forecasts, providing more accurate and actionable insights. This trend is evident across various industries, including finance, healthcare, and retail, where data-driven strategies are becoming the norm.

    Restraint

    Data Privacy and Security Concerns

    While predictive analytics offers numerous benefits, it also raises significant data privacy and security concerns. ERP systems handle sensitive information, and the integration of predictive analytics necessitates access to this data, potentially exposing it to unauthorized access or breaches.

    Ensuring compliance with data protection regulations, such as the General Data Protection Regulation (GDPR), adds complexity to implementation. Organizations must invest in robust security measures, including data encryption and access controls, to safeguard information. Additionally, they need to establish clear data governance policies to manage data usage responsibly and maintain customer trust.

    Opportunity

    Cloud-Based Analytics Solutions

    The emergence of cloud-based analytics solutions presents a significant opportunity for businesses looking to integrate predictive analytics into their ERP systems. Cloud platforms offer scalability and flexibility, allowing organizations to handle large data volumes without substantial upfront infrastructure investments.

    This accessibility enables small and medium-sized enterprises (SMEs) to leverage advanced analytics tools that were previously cost-prohibitive. Moreover, cloud-based solutions facilitate real-time data processing and remote access, which are crucial in today’s fast-paced business environment. The adoption of these solutions can lead to improved operational efficiency and a competitive edge in the market.

    Challenge

    Integration of Data from Disparate Sources

    Integrating predictive analytics into ERP systems involves consolidating data from various sources, which can be a complex and challenging process. Organizations often operate multiple systems across different departments, leading to data silos. Combining this disparate data into a cohesive analytics framework requires significant effort in data cleaning, transformation, and normalization.

    Inconsistent data formats, duplicate records, and varying data quality can hinder the effectiveness of predictive models. To overcome this challenge, businesses need to implement robust data integration strategies and employ tools that facilitate seamless data consolidation, ensuring that the predictive analytics function operates on accurate and comprehensive data sets.

    Emerging Trends

    One emerging trend is the integration of predictive analytics with artificial intelligence (AI) and machine learning (ML). These technologies enhance the ability to analyze vast amounts of data, providing deeper insights and more accurate forecasts.

    Another trend is the use of predictive analytics in supply chain management. By forecasting inventory needs, businesses can reduce excess stock and minimize costs. This approach ensures that companies are better prepared to meet customer demand without overstocking.

    Incorporating predictive analytics into ERP systems also enhances financial forecasting. By analyzing past performance and current trends, businesses can better predict future financial outcomes, allowing for more strategic planning and budgeting.

    Moreover, predictive analytics is being used to personalize customer experiences. By analyzing customer data, businesses can tailor their offerings to meet individual preferences, leading to increased customer satisfaction and loyalty.

    Business Benefits

    • Improved Forecasting: By analyzing historical data, businesses can better predict future events, leading to more accurate inventory management and sales projections.
    • Enhanced Resource Management: Predictive analytics helps in determining the optimal use of labor, machinery, and raw materials, leading to cost savings and improved operational efficiency.
    • Risk Management: By identifying potential risks before they manifest, businesses can take proactive measures to mitigate them, reducing the likelihood of financial losses or operational disruptions.
    • Personalization: In customer-facing industries, predictive analytics can tailor experiences and interactions based on customer data, leading to increased customer satisfaction and loyalty.
    • Competitive Advantage: By leveraging predictive analytics, businesses can stay ahead of market trends and make informed decisions that give them an edge over competitors.

    Key Player Analysis

    In this landscape, several companies have emerged as leaders in the integration of predictive analytics with ERP systems.

    DataRobot, Inc. stands out as a key player in the predictive analytics space, offering a robust AI-driven platform that automates the entire machine learning process. Its solution is designed to integrate seamlessly with ERP systems, allowing businesses to use advanced predictive models without the need for deep technical expertise.

    H2O.ai, Inc. is another prominent player in the predictive analytics arena, known for its open-source machine learning tools and enterprise AI solutions. Their platform, H2O Driverless AI, integrates predictive analytics with ERP systems, providing powerful capabilities for automated machine learning, data visualization, and model interpretability.

    Alteryx, Inc. is recognized for its user-friendly platform that combines predictive analytics, data blending, and advanced analytics. Through its intuitive interface, Alteryx enables business analysts to integrate predictive models into ERP systems without needing specialized coding skills.

    Top Key Players in the Market

    • DataRobot, Inc.
    • H2O.ai, Inc.
    • Alteryx, Inc.
    • RapidMiner, Inc.
    • Fair Isaac Corporation (FICO)
    • VMware, Inc.
    • Sisense, Inc.
    • TIBCO Software Inc.
    • Qlik Technologies, Inc.
    • SAS Institute Inc.
    • Lattice Engines, Inc.
    • SparkCognition, Inc.
    • Cloudera, Inc.
    • Other Major Players

    Recent Developments

    • In January 2025, Alteryx released new features for the Alteryx AI Platform for Enterprise Analytics, focusing on generative and conversational AI, data preparation tools, and automated reporting. Riveron announced a partnership to implement and use Alteryx for reporting, analytics, and business transformation.
    • In January 2025, SAP has integrated AI features, such as Microsoft Copilot, into its ERP solutions to enhance predictive analytics and automate over 200 business processes. This move aims to embed AI deeper into ERP workflows.
    • In January 2025, SAP launched AI-driven tools for software development that increased productivity by 20%. These tools are integrated with its ERP software to facilitate predictive analytics and code development.
    • In November 2024, DataRobot introduced new generative AI capabilities for predictive analytics, focusing on enterprise-scale deployment and governance of AI applications within ERP systems.

    Report Scope

    Report Features Description
    Market Value (2024) USD 2841.7 Mn
    Forecast Revenue (2034) USD 27,985 Mn
    CAGR (2025-2034) 25.70%
    Base Year for Estimation 2024
    Historic Period 2020-2023
    Forecast Period 2025-2034
    Report Coverage Revenue Forecast, Market Dynamics, COVID-19 Impact, Competitive Landscape, Recent Developments
    Segments Covered By Component (Solution, Services), By Deployment (Cloud-based, On-premise), By Enterprise Size (SMEs, Large Enterprise), By Application (Manufacturing, Retail, Financial Management, Supply Chain Management (SCM), Others)
    Regional Analysis North America – US, Canada; Europe – Germany, France, The UK, Spain, Italy, Russia, Netherlands, Rest of Europe; Asia Pacific – China, Japan, South Korea, India, New Zealand, Singapore, Thailand, Vietnam, Rest of APAC; Latin America – Brazil, Mexico, Rest of Latin America; Middle East & Africa – South Africa, Saudi Arabia, UAE, Rest of MEA
    Competitive Landscape DataRobot, Inc., H2O.ai, Inc., Alteryx, Inc., RapidMiner, Inc., Fair Isaac Corporation (FICO), VMware, Inc., Sisense, Inc., TIBCO Software Inc., Qlik Technologies, Inc., SAS Institute Inc., Lattice Engines, Inc., SparkCognition, Inc., Cloudera, Inc., Other Major Players
    Customization Scope Customization for segments, region/country-level will be provided. Moreover, additional customization can be done based on the requirements.
    Purchase Options We have three license to opt for: Single User License, Multi-User License (Up to 5 Users), Corporate Use License (Unlimited User and Printable PDF)

     

    Predictive Analytics in ERP Market
    Predictive Analytics in ERP Market
    Published date: February 2025
    add_shopping_cartBuy Now get_appDownload Sample
    keyboard_arrow_up
    • DataRobot, Inc.
    • H2O.ai, Inc.
    • Alteryx, Inc.
    • RapidMiner, Inc.
    • Fair Isaac Corporation (FICO)
    • VMware, Inc.
    • Sisense, Inc.
    • TIBCO Software Inc.
    • Qlik Technologies, Inc.
    • SAS Institute Inc.
    • Lattice Engines, Inc.
    • SparkCognition, Inc.
    • Cloudera, Inc.
    • Other Major Players
  • settingsSettings

Related Reports

  • Predictive Analytics Market
  • Edge AI Market
  • Predictive AI In Media And Entertainment Market
  • AI in Predictive Maintenance Market
  • AI For Security Compliance Market
  • Needle Coke Market
  • Semiconductor Assembly and Packaging Services Market

Our Clients

  • Our Clients
Inquiry Before Buying

Predictive Analytics in ERP Market
  • 139137
  • February 2025
    • ★★★★★
      ★★★★★
    • (142)
add_shopping_cart Buy Now
Trusted by more than 17382 organizations globally
  • Client Logo
  • Client Logo
  • Client Logo
  • Client Logo
  • Client Logo
  • Client Logo
✖
Request a Sample Report
We'll get back to you as quickly as possible

Single User
$6,000
$3,999
USD / per unit
save 24%
Multi User
$8,000
$5,999
USD / per unit
save 28%
Corporate User
$10,000
$6,999
USD / per unit
save 32%
e-Access
Report Library Access
Data Set (Excel)
Print
Company Profile Library Access
Interactive Dashboard
Free Custumization No up to 10 hrs work up to 30 hrs work
Accessibility 1 User 2-5 User Unlimited
Analyst Support up to 20 hrs up to 40 hrs up to 50 hrs
Benefit Up to 20% off on next purchase Up to 25% off on next purchase Up to 30% off on next purchase
Buy Now ($ 3,999) Buy Now ($ 5,999) Buy Now ($ 6,999)
  • location_on420 Lexington Avenue, Suite 300 New York City, NY 10170,
    United States
  • phone+1 718 874 1545 (International)
  • phone+91 78878 22626 (Asia)
  • email[email protected]
  • Facebook Logo
  • Twitter Logo
  • LinkedIn Logo
Find Help
  • Contact Us
  • How to Order
Legal
  • Privacy Policy
  • Refund Policy
  • Frequently Asked Questions
  • Terms and Conditions
Explore
  • About Us
  • All Reports
  • All Sectors
  • Infographics
  • Statistics and Facts
  • Companies
Secured Payment Options
Secured Payment Options

© 2025 Market.Us. All Rights Reserved.