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This sixth edition of ITSMA’s brand awareness and market positioning review for IT professional services and solutions provides in-depth data and analysis on 20 leading technology and professional services firms as of the first quarter of 2003. Based on interviews with 400 business and IT executives from nine vertical markets, the report is designed to help professional services organizations plan marketing initiatives, shape market perceptions, and track the effectiveness of marketing programs on an ongoing basis.
Key findings in the report include the following:
- Unaided and aided awareness of firms providing IT professional services and solutions
- Firms that buyers are most likely to call
- Familiarity, favorability, and preference toward specific firms
- Market positioning of leading firms
- Importance of different attributes of professional services firms and ratings of attributes for specific firms
- Buyer goals and priorities
- Sources of information that influence buyers
| Companies Covered |
- Accenture
- ACS
- BearingPoint/KPMG Consulting
- Cap Gemini Ernst & Young
- Cisco Systems
- Computer Sciences Corporation
- Dell |
- EDS
- Experio Solutions
(now Hitachi Consulting)
- Fujitsu Consulting
- Hewlett-Packard
- Hitachi
- IBM Global Services |
- Infosys
- Microsoft
- Oracle
- Sun Microsystems
- Unisys
- Wipro Technologies |
Study Methodology
From January-March 2003, ITSMA interviewed 400 senior-level US-based decision makers from companies with revenues that exceeded $200 million and from government organizations. The study respondents included IT and business executives from nine major industries: communications, consumer product manufacturing, energy and utilities, financial services, government/public sector, health care delivery, industrial product manufacturing, retail, and transportation.
| Respondent Titles and Responsibilities |
| Business executives |
44% |
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C-level/president/general manager |
12% |
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Financial services |
13% |
| IT executives |
56% |
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Vice president |
14% |
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Consumer products mfg. |
13% |
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Director |
74% |
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Industrial products mfg. |
13% |
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Communications |
9% |
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Govt/public sector |
8% |
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Health care delivery |
11% |
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Transportation |
10% |
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Energy/utilities |
7% |
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Retail |
10% |
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