ITSMA Study Reports Guaranteed Service Levels, Custom Services, and Collaborative Work Style Key Criteria For Enterprise Network Services

ITSMA's market positioning study shows risk-aversion key among senior decision makers in choosing services; Cisco, IBM, Juniper, and EDS are rated most highly on top selection criteria

LEXINGTON, Mass.—June 3, 2002—Senior decision makers are demanding guaranteed service levels, customized services, and a collaborative work style in selecting their providers of enterprise network services, according to the results of a study issued today by ITSMA. According to the report, Enterprise Network Services: Market Positioning and Brand Awareness Study, 2002, respondents rated Cisco, IBM, Juniper, and EDS the highest on these and other key attributes. Enterprise network services include planning, building, maintaining, managing, and outsourcing complex enterprise networks. The study is the result of the latest multiclient research from ITSMA, a global advisor to companies that market and sell technology services and solutions. ITSMA has offered these market positioning and brand awareness studies since 1998 in areas that include IT Professional Services, CRM, Telecom, Storage, and Security.

"Given the economic conditions, companies are focusing on attributes that reduce risk rather than highlight technological innovation. After the Internet bubble, companies aren't necessarily looking for the latest and greatest technology, they simply want something that helps them meet their business goals," said Julie Schwartz, ITSMA's vice president of research and author of the report. "In marketing enterprise network services, it is important to communicate and emphasize the brand characteristics that are most relevant to the target client base. There is tremendous opportunity for vendors that position themselves as savvy industry experts who follow through and do what they say they are going to do, customize their solutions, share their knowledge, and are responsive to client needs for flexibility and scalability."

ITSMA asked respondents to rate the influence of a variety of sources of information on their consideration of enterprise network services firms. Past experience, referrals from colleagues, information from seminars, and information from industry analysts were most persuasive, while advertisements and services firms' brochures were viewed as less influential. ITSMA suggests that companies can most effectively promote their brand through marketing activities that leverage positive word of mouth and success stories.

The study also includes detailed findings on:

• unaided and aided awareness of competitors in each vertical market;
• favorability and preference for doing business with competitors;
• gap analysis between competitors;
• comparative positioning of services firms;
• ranking of key attributes in selecting services firms;
• comparison of the strength of competitors' attributes;
• key players in the decision process.

Companies covered in the study include 3Com, Accenture, AT&T Solutions, Avaya, BellSouth, Booz Allen, CA, CAP Gemini, Cisco Systems, Compaq, Compucon, CSC, EDS, Enterasys, Ernst & Young, Hewlett-Packard, IBM, IBM Global Services, Icon, KPMG Consulting, Lucent Technologies, MCI, Microsoft, Nortel Networks, Novell, Perot Systems, Qwest, SAIC, SBC, Sprint, Sun, Unisys, Verizon, Williams and WorldCom.

Study Methodology

ITSMA conducted telephone interviews with 300 participants from companies whose annual revenues exceeded $200 million. Respondents included business and IT executives, primarily at the C-level, vice president or director level. Respondents either authorized or approved networking services purchases, or influenced or made recommendations for such purchases. Respondents came from vertical industries including financial services, government, health care/life sciences, education, consumer product manufacturing, industrial product manufacturing, retail/wholesale, and communications.

For information, please visit http://www.itsma.com/research/abstracts/BNE001.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.