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ITSMA’s second annual brand tracking study for network services in the enterprise provides in-depth data and analysis on how enterprise buyers perceive 22 leading firms in the categories of network professional services and remote network management and maintenance services. Based on interviews with 300 business and IT executives from seven vertical markets, 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:
- Unaided and aided awareness of firms providing network professional services and remote network management and maintenance services
- Firms that buyers are most likely to call
- Familiarity, favorability, and preference towards specific firms
- Perceived credibility of different services firm partnerships
- Market positioning of leading firms
- Importance of different attributes of networking services firms and ratings of attributes for specific firms
- Sources of information that influence buyers
- Primary decision makers during the stages of the purchase cycle
Companies Covered
Companies covered in the study include AT&T Solutions, Avaya, BearingPoint, Cable & Wireless/GC, Cisco Systems, Dell, EDS, Getronics, HP/Compaq, Hitachi, IBM, IBM Global Services, Lucent Technologies, MCI WorldCom, Microsoft, NextiraOne, Norstan, Nortel Networks, Siemens, Sprint, Unisys, and Verizon.
Study Methodology
From February through April 2003, ITSMA interviewed 300 senior-level US-based decision makers from companies with revenues that exceeded $200 million. The study respondents included IT and business executives from seven major industries: financial services, government/public sector, retail/wholesale, health care delivery organizations, media and entertainment/communications, industrial products manufacturing, and consumer products manufacturing.
| Respondent Titles and Responsibilities |
| Business executives |
41% |
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C-level/vice president |
43% |
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Financial services |
14% |
| IT executives |
59% |
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Director |
44% |
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Government/public sector |
15% |
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Manager |
13% |
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Retail/wholesale |
15% |
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Health care delivery organizations |
15% |
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Media and entertainment/ communications |
14% |
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Industrial products manufacturing |
14% |
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Consumer products manufacturing |
14% |
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