Storage Solutions: 2002 Market Positioning and Brand Awareness Study

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Storage Solutions: 2002 Market Positioning and Brand Awareness Study

Research Abstract

After years of rapid growth, the storage market slowed dramatically during the recent economic downturn. Today’s competitive market has put a premium on vendors’ ability to meet demands for high-value solutions to their clients’ most urgent storage challenges. Vendors have responded by offering increasingly sophisticated hardware, software, and services, along with integrated capabilities to design, build, monitor and maintain complete storage solutions.
This ITSMA report provides a detailed assessment of buyer perceptions of today’s top providers of storage solutions. Based on interviews with 300 IT directors from a cross-section of industries, the report is designed to help storage providers 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:

  • Buyers’ likelihood of making significant changes in their storage environment in the next 12 months
  • Unaided and aided awareness of storage services and solutions firms
  • Firms that buyers are most likely to call for storage services and solutions
  • Familiarity with specific firms’ storage services and solutions
  • Favorability of specific firms’ storage services and solutions
  • Market positioning of leading storage solutions firms
  • Importance ratings of storage firms’ attributes
  • Key sources of information about storage solutions firms
  • Influence of business unit executives on storage purchase decisions
Companies covered in the report include:
Brocade Communications
CNT
Cisco Systems
Dell
EMC
Hewlett-Packard
Hitachi Data Systems
IBM Global Services
Inrange Technologies
McData
Microsoft
Network Appliance
StorageTek
Sun Microsystems
Veritas

Study Methodology
ITSMA conducted telephone interviews between July and September 2002 with 300 U.S.-based decision makers from Fortune 1000 companies, government entities, and other large enterprises.

Vertical Market Segments Respondent Titles Storage Environments
Financial services
Government and public sector
Health care delivery
Manufacturing: industrial products
Manufacturing: consumer products
Communications/energy/utilities
Retail
IT Directors (72%)
IT VPs and above (28%)
Network Attached Storage (14%)
Storage Area Network (26%)
Both NAS and SAN (60%)

Storage Solutions: 2002 Market Positioning and Brand Awareness Study is available for sale at member and nonmember prices.
Download the Report Datasheet (includes Table of Contents and Order Form) PDF (183KB)
Purchase the report online
Email ITSMA for more information