With the telecommunications industry on a path to improvement, companies that provide network services for this market are jockeying for position in hopes of new sources of revenue and growth. With continued economic, regulatory, and pricing uncertainties, however, network service firms need a detailed understanding of buyer priorities, perceptions, and purchase criteria in order to have a chance of success.

Telecom Turnaround: Positioning Services in the Service Provider Market provides a detailed analysis of how IT and business executives in the telecom service provider market assess leading providers of network services and the market as a whole. The report focuses on network professional, rollout, and support services.

Based on interviews with 300 U.S.-based business and IT/network executives from large companies in six major segments of the telecom service provider market, the report is designed to help network 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 network service firms
• Familiarity with, favorability toward, and preference for doing business with network service firms
• Comparison of the positioning of network service firms
• Importance of attributes in the selection of network service firms
• Comparison of the relative strength of brand attributes of network service firms, including study sponsors and sponsor-specified peers
• Networking services buyers’ goals and priorities
• Sources of information about network service firms

The report includes analysis by service provider segment, annual revenue level, title of respondents, and respondent job function (network executives vs. business executives).

Companies covered in the report include:
ADC, Alcatel, Cisco Systems, CH2M Hill, Ericsson, IBM Global Services, Juniper Networks, Lucent Technologies, Nortel Networks, Siemens, Telcordia Technologies, and Tellabs.

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

Study Methodology
From September through November 2003, ITSMA conducted interviews with 300 network and business executives involved in the purchase of networking services to assess the brand awareness and market positioning of the major industry service firms. The study respondents primarily held director-level positions or higher and represented organizations in six major telecommunications industry segments and with annual revenue ranging from $200 million to over $20 billion.

Respondent Demographics
Respondent Titles			Company size			Service Provider Segment
VP and C-level executives	20%		$200-999 million	17%		Regional Bell Operating Company (RBOC)	21%
Directors	38%		$1-9.9 billion	27%		Wireless Provider	19%
Senior Managers	23%		$10 billion or more	56%		Long Distance Carrier	18%
Managers	18%					Incumbent Local Exchange Carrier (ILEC)	18%
						Competitive Local Exchange Carrier (CLEC)	13%
						Cable/Multiple Service Operator (MSO)	10%

This report is available for sale at member and nonmember prices.
	Download the datasheet, including table of contents and order form PDF (326KB)
	See if your company is an ITSMA member
	Email ITSMA for more information