Network and telecom equipment providers are rushing to expand their services business, but none have yet achieved a dominant position in the network services marketplace. ITSMA’s Network and Telecom Services Brand Awareness Study, May 2001 assesses brand awareness and market positioning of the major network services firms and documents an open market. The study is based on interviews with 300 buyers of network services from 10 segments of the service provider market (e.g., ISPs, CLECs, RBOCs, wireless) in early 2001. The study highlights data on Alcatel, Cisco Systems, EDS, Ericsson, Fujitsu Network Services, IBM Global Services, Lucent Technologies, Nortel Networks, Siemens, and other leading firms.

This in-depth report provides critical insight into customer perceptions of current network services market leaders, purchasing criteria, and key information sources. The report includes survey data in the following specific areas:

• Unaided brand awareness
• Aided brand awareness
• Favorability of particular firms
• Firm most likely to call
• Market positioning of firms
• Importance of attributes in the selection of firms
• Comparison of company attributes
• Priorities and goals of network services buyers
• Sources of information about firms
• Awareness and recall of advertising venues and message

The key attributes decision-makers use in selecting service firms are ranked by importance for different groups of decision makers (for example, by industry or by title). In addition, firms are ranked for satisfaction on each attribute.

Armed with this data, you will be able to plan marketing initiatives to shape the market’s perceptions and track the effectiveness of marketing programs on an ongoing basis.

Companies mentioned in the report include:

3Com, Accenture, ADC, AFC, AGCS, Alcatel, AT&T, Aztec Power, Bay Networks, Bell Labs, Black Box, Butler Communications, Cap Gemini/Ernst & Young, Cisco Systems, Communication Data Business Systems, Compaq, Concord, EDS, Engineering Associates, Ericsson, Finley Engineering, Fujitsu Network Services, GB&W, Hinckle McCoy, Hewlett-Packard, Huntel Engineering, IBM Global Services, INS, Intel, Juniper, KPMG, Lucent Technologies, Marconi, Martin Associates, MasTec,MCI Worldcom, MidSouth Consulting Group, Motorola, Nextira (formerly Williams Communications), NCR, Nortel Networks, Oracle, Qwest, Right Staff, SAIC, SAP, Siemens, Sprint, Sun Microsystems, Telcordia, and Tellabs.