Even with an improving economy, most enterprises are looking for ways to limit new technology investments and reduce ongoing technology operating costs. As a result, outsourcing in general and managed services in particular have gained interest and attention among enterprises of all sizes.

Responding to growing demand, a wide array of technology vendors and IT services providers has entered the managed services market with a rapidly expanding assortment of offerings.

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 report focuses on IT managed services, defined as IT infrastructure and network management services. Based on interviews with 300 U.S.-based IT executives from large companies in five major industries, the report is designed to help networking services firms plan marketing initiatives, shape market perceptions, and track the effectiveness of marketing programs on an ongoing basis.

Key findings in the report 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.

Study Methodology
From September through November 2003, ITSMA conducted interviews with 300 IT executives involved in the purchase of IT infrastructure and network operations services to assess the brand awareness and market positioning of the major industry services providers. The study respondents all held director-level positions or higher and represented organizations in five major industries (financial services, manufacturing: consumer and industrial products, public sector, retail and wholesale trade, and healthcare delivery) and with revenues or operating budgets ranging from $200 million to over $20 billion.

This report is available for sale at member and nonmember prices.
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