IBM Leads Awareness and Favorability in IT and Network Managed Services, According to New Brand Tracking Study from ITSMA

New ITSMA study shows that buyers think first of IBM; others with strong ratings include AT&T, Avaya, Cisco, EDS, HP, and Sprint; significant growth potential exists as many large enterprises have yet to buy managed services.

LEXINGTON, Mass.—March 18, 2004— IBM has a substantial edge in brand awareness, preference, and favorability as a provider of managed services for IT infrastructure and network operations, according to ITSMA's 2004 Brand Tracking Study for Managed Services.

The study, based on interviews with 300 U.S.-based IT executives in five different industries, shows that IBM holds a substantial lead over competing firms in unaided and "first-name-mentioned" awareness among buyers. Similarly, IBM receives top marks from study participants rating their overall impressions of different firms. Other firms with strong ratings in different areas of managed services include AT&T, Avaya, Cisco, EDS, HP, and Sprint.

Yet the market remains wide open, according to study author Lori Weiner, senior director of research at ITSMA: "Less than half of the firms have purchased IT managed services so there is enormous opportunity for providers to educate the market and win new customers. At the same time, buyers are clear about their priorities: security, a collaborative work style, flexible and scalable solutions, and problem-solving expertise. Managed services providers with compelling stories about improving business results have a great chance of success."

The study confirmed that managed services, including on-demand computing, voice and data network management, and security, is a top area for investment by technology buyers. Even as many businesses are starting to invest in new technologies to support growth, they continue to focus on limiting their technology operating costs and see managed services as an important option for cost control.

About the Study
Striving for Identity in Managed Services: 2004 Brand Tracking Study provides a detailed analysis of how IT and business executives assess leading managed services providers and the market as a whole. The study tested market leadership in six specific areas:

• On-demand or utility computing
• Data center management
• Voice network management
• Data network management
• Security management
• Application management or hosting

The study is designed to help providers of IT infrastructure and network managed services plan marketing initiatives, shape market perceptions, and track the effectiveness of marketing programs on an ongoing basis. More than 40 percent of the participating executives are C-level or vice president; more than 60 percent are from companies with at least $1 billion annual revenue. The five industries represented in the study are financial services, retail and wholesale trade, manufacturing, healthcare delivery, and public sector.

Key findings in the ITSMA study include:

• Market drivers for purchasers of IT Infrastructure and network management services
• Unaided and aided awareness of firms providing managed services
• Firms that buyers are most likely to call
• Familiarity, favorability, and preference towards specific firms
• Market positioning of leading firms
• Importance of different attributes of managed services firms and ratings of attributes for specific firms
• Sources of information that influence buyers

Companies covered in detail in the study include: Accenture, AT&T, Avaya, Cap Gemini Ernst & Young, Cisco Systems, Computer Sciences Corporation (CSC), EDS, Hewlett Packard, IBM Global Services, MCI, NextiraOne, NCR, Nortel Networks, Siemens, Sprint, Unisys, and Verizon.

For more information on this study, please visit: http://www.itsma.com/research/abstracts/bms001.htm.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions more effectively. As a membership organization, we work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA members include business leaders such as Accenture, BT, Cisco, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account-Based Marketing ^SM, Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at www.itsma.com.