ITSMA’s Telecom Service Provider Market in the EMEA Region Brand Tracking Study focuses on network rollout and support services and network professional services, providing a detailed analysis of how IT and business executives assess leading network services firms and the market as a whole. In particular, the report:

• Establishes a baseline of brand awareness and equity for network services firms
• Provides insight into brand awareness and positioning for leading market participants and study sponsors
• Explores the market and competitive positioning of the study sponsors and other leading network services firms
• Generates insight regarding key customer purchase criteria for networking services
• Establishes the sources of information used by decision makers and influencers of network services purchases
• Assists network services firms in developing ongoing differentiation strategies
• Assists in refining these strategies for the three EMEA subregions: Western Europe, Central and Eastern Europe, and MEA/Central Asia

Key Trends

• Market opportunity. No provider can lay claim to “owning” the EMEA market, although Cisco does enjoy some advantage. Many smaller players are stepping up to establish market share in B2B niche areas.
• Buyer goals. Buyer priorities for purchasing services from outside vendors are clear: improve profitability, reduce costs, and generate new revenue. Suppliers who can translate these priorities into compelling value propositions will be in an excellent position.
• Customer priorities for the supplier selection process. The three most important network services firm attributes deal with delivering on promised service levels, understanding the customer’s business needs, and employing the best skilled professionals.
• Marketing opportunity. Buyers of network services rely on the recommendations of their peers. Investing in strengthening relationships with existing customers and third-party influencers will result in the ability to maximize sales opportunities in new and existing accounts.

Study Methodology

In 2005, ITSMA conducted 301 telephone interviews with EMEA-based senior IT/network and business executives involved or influential in the purchase of telecom services. (Only companies that had plans to purchase network services from outside companies in the next 12 months were deemed eligible to be interviewed.) Study questions were designed to assess the brand awareness and market positioning of the major industry services firms.

Respondent Demographics

Study respondents primarily held management-level positions or higher and represented organizations in three major telecommunications industry segments: fixed, mobile, and cable. Just over half the study respondents classified themselves as network executives as opposed to corporate or business management.

Nearly 60% of respondents represented Western Europe, followed by 31% representing Central and Eastern Europe. The remaining 11% were sited in the Middle East, Africa, and Central Asia.

ITSMA examined the data by size of subscriber base. Detailed characteristics of the study respondents can be found in the report, respectively showing how decision making varied by geographic subregion; how size of subscriber base varied by geography; and how the network technology type segments varied by geographic subregion.

Companies Covered

3Com, Accenture, Alcatel, AT&T, Belgacom, BT Global Services, Capgemini, Cisco Systems, COLT Telecom, Dell, Deutsche Telekom, EDS, Equant, Ericsson, Flextronics, France Telecom, Fujitsu, Hewlett-Packard, Huawei, IBM Global Services, Italtel, Juniper, KPMG, KPN, LINKdotNET, Lucent, MCI WorldCom, Nokia, Nortel Networks, Siemens, Sun Microsystems, TDC, Telecom Italia, Telenor, Telindus, and Vodafone.

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