Sustaining and building a strong brand is essential to success in marketing and selling network services. To be successful, providers of network services for the enterprise must build their services capabilities, educate clients, and differentiate their brands. Measuring performance in these areas is similarly critical, as it is through competitive accountability and innovation that improvements are made.

ITSMA’s Network Services: Buyer Preferences in the Enterprise Market provides data and analysis vital to helping network services organizations build more powerful brands. It provides insight into what’s important to the decision makers who buy network services and establishes a baseline of brand awareness and competitive positioning for networking services firms.

Based on interviews with 301 key decision makers and influencers for purchases of networking services in U.S. companies and government entities, the report is designed to help network services providers plan marketing initiatives, shape market perceptions, and track the effectiveness of marketing programs on an ongoing basis.

Key findings in the report include:

• Aided and unaided awareness of network services providers
• Knowledge, favorability, and preference for leading firms
• Competitive market positioning
• Desired attributes for network services providers

Companies covered in detail in the study include:

3Com, Accenture, AT&T, Avaya, Cisco Systems, Computer Sciences Corporation, Dell, EDS, Gartner, Hewlett-Packard, IBM, IBM Global Services, Intersys, Lockheed Martin, Lucent Technologies, Microsoft, Nortel Networks, Novell, Oracle, Perot Systems, SBC, Siemens, Sprint, Sun Microsystems, Unisys, Verizon, and WorldCom/MCI.

A number of other firms are also included in ratings and discussions of brand awareness.

Study Methodology

In late Spring 2004, ITSMA conducted and analyzed 301 telephone interviews with key IT and business executives from companies in five major industries with annual revenue ranging from $200 million to over $20 billion. The interviews focused on market conditions, awareness, market positioning, and brand attributes of networking services firms.

Respondent Demographics

This report is available for sale at member and nonmember prices.
	Download the Report Datasheet (includes Table of Contents and Order Form) PDF (215KB)
	Download an Abbreviated Summary
	See if your company is an ITSMA member
	Email ITSMA for more information