Professional Services and Solutions - ITSMA · 2.4Atos/Atos Origin 2.2 2.2 1.5Gartner 1.5 1.3 Dell Deloitte Microsoft SAP Oracle Ernst & Young Tata Consultancy Services Cognizant

Professional Services and Solutions 2012 Brand Tracking Study

Julie Schwartz

Senior Vice President

Research and

Thought Leadership

Dianne Kim

Research Associate

Abbreviated

Summary

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ITSMA Brand Tracking Study | 2012 Professional Services and Solutions

© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Abbreviated Summary

ITSMA’s Brand Tracking Study tells the story of a market divide.

The US- and European-based companies are on top, while Indian

companies are still in the process of building and defining their brand.

Although it is difficult for service providers

to break free of their heritage, it is

possible to move the needle

on brand perception with

persistent marketing.

Note: This Abbreviated Summary highlights some of the significant findings from

Professional Services and Solutions, 2012 Brand Tracking Study.

A more in-depth analysis can be found in the full report.

Brand Attribute Performance Very

Weak

1 Very

Strong

7

4 2

3 5 6

http://www.itsma.com/research/professional-services-and-solutions-2012-brand-tracking-study/




ITSMA’s Professional Services and Solutions, 2012 Brand

Tracking Study helps services providers understand buyer

attitudes and beliefs, their company’s brand equity,

current and/or aspired market positions, and buyers’

perceptions of performance.

ITSMA has been conducting the Professional Services

Brand Tracking study for more than a decade, and

continues to see strong brands get stronger.

This sponsored research initiative

represents the 12th iteration of

ITSMA’s flagship brand awareness

and tracking study focusing on

professional services and solutions.

www.itsma.com | BPS012AS | 3 © 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.







Brand awareness.

For the 12th year in a row,

IBM tops the list for unaided

awareness, with HP and

Accenture holding

steady with the 2nd and 3rd

spots, respectively.

Dell increases its unaided

awareness considerably

compared to last year,

boosting it to the 4th spot.

Unaided Awareness

Which companies come to mind when you think of consulting and technology services? % of Respondents (N=460) 52.0

25.2 18.3

12.6 10.4 9.8

7.4 6.7 6.7 6.7 6.3 5.7 5.4 4.6

3.3 2.6 2.6 2.4 2.2 2.2 1.5 1.5 1.3

IBM Global ServicesHewlett-Packard

AccentureDell

DeloitteCapgemini

Computer Sciences CorporationKPMG

MicrosoftSAP

OracleInfosys

PricewaterhouseCoopers/PwCErnst & Young

Tata Consultancy ServicesCognizant Technology Solutions

T-SystemsAtos/Atos Origin

CiscoWipro

GartnerSiemens

Andersen…

Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study




Market positioning.

Strong brands are getting stronger. However,

the velocity of change in this environment

presents opportunities for all companies.

Ernst & Young, KPMG, PwC, and IBM

are strongly perceived as strategic

business advisors

Deloitte, Ernst & Young, KPMG, and

PwC are pegged as risk

management advisors

IBM stands alone as a leading

cloud solution provider,

IT transformation advisor, and

IT security solution provider

While IBM is the sole IT

transformation leader, there is a

long list of contenders nipping at its

heels




Brand attribute importance.

The economy may be starting to

show signs of recovery, but buyers

are still looking for solution

providers that will deliver

on time and budget with

the least amount of risk.

Innovation is secondary.

Attribute Importance

When you and your company are selecting a consulting and technology services provider, how important is it that this vendor: Mean Rating (N=460)

Note: Mean rating based on a 7-point scale where 1=not at all important and 7=very important. Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study

6.4

6.3

6.2

6.2

6.0

6.0

5.8

5.8

5.6

5.6

5.3

5.2

5.0

Delivers on time and on budget

Is a consistent and reliable provider of services

Is accessible and responsive

Works collaboratively with you

Is able to save you money while also adding value

Understands your business needs and objectives

Is proactive in its approach to problem solving

Is flexible and adaptable

Has a proven track record backed by customer references from companies similar to yours

Is more of a trusted business partner than a vendor

Has deep knowledge of your industry or domain

Regularly brings to market innovative solutions that drive better business results

Prices solutions based on business outcomes or “pay for results”




Perceptions of services provider performance.

Companies with the best performance

on the brand attributes that matter

most to buyers include Dell, Deloitte,

IBM, and Ernst & Young. Among the

Indian companies, Cognizant is the top

performer, followed by iGATE.

Tweet This!

Companies that

perform best on brand attributes important to

buyers: Deloitte, Cognizant, Dell, IBM, Ernst & Young, and

iGATE #psbrand12




Innovative Tools

ITSMA relies on several innovative tools to

help companies dig deeper into brand analysis

and increase the impact of their brand

research investments.

ITSMA’s Brand Equity Index

enables companies to construct a single overall

score that integrates a variety of critical brand

data points. The index allows companies to

track changes in the brand strength over time,

in addition to making competitive

comparisons. Metrics incorporated in the

Brand Equity Index include unaided

awareness, aided awareness, preference,

familiarity, and favorability.

ITSMA’s Innovative Tools

Weight (%) Metric

Company A

Company B

Company C

Company D

30 Unaided awareness

36.8 10.0 16.8 5.6

10 Aided awareness

100.0 100.0 93.2 88.0

20 Top of mind 22.0 4.4 10.8 2.0

20 Familiarity 3.8 3.1 2.7 2.9

20 Favorability 3.7 3.8 3.4 3.7

BEI Score 55.5 41.6 40.8 37.0

ITSMA’s Brand Equity Index (BEI)

Source: ITSMA




Delivers on time and on budget

Is able to save you money while also adding value

Has a proven track record backed by customer references from companies similar to yours

Regularly brings to market innovative solutions that drive better business results

ITSMA’s Brand Investment Matrix

maps the attributes clients or prospects consider

most important in a services provider against their

assessment of the way companies are performing

in those areas. Understanding priorities helps a

company construct specific messages that

resonate with the target audience, as well as focus

marketing investments in the most efficient

manner.

Competitive Gap Analysis

compares a company’s strengths and

weaknesses relative to specific competitors.

Source: ITSMA, 2012

ITSMA’s Innovative Tools

ITSMA Brand Investment Matrix

Gap Analysis:

Company A vs. Company D

Promote

A Delivers on time and on budget

B Is a consistent and reliable provider of services

C Is accessible and responsive

D Is able to save you money while also adding value

E Works collaboratively with you

Build & Emphasize

F Is proactive in its approach to problem solving

G Understands your business needs and objectives




Study

Methodology Between August and October 2012, ITSMA

completed telephone-based interviews in the US,

the UK, France, Germany, and Brazil with 460 IT

and business executives who either provide input

into or authorize the purchase of IT professional

services and solutions.

The interviews were designed to assess the brand

awareness, market positioning, and brand

attribute performance of the major industry

services providers and explore key market drivers.

For the purposes of this study, ITSMA defines

professional services as:

Technology and/or related business services

(such as consulting, systems integration or

implementation, or outsourcing) valued at

$100,000 or more.

Countries Represented % of Respondents (N=460)

Respondent

Perspective % of Respondents (N=460)

Role in Purchasing

Professional

Services % of Respondents (N=460)


US 44%

UK 24%

Germany 12%

France 11%

Brazil 10%

IT 64%

Business 36%

Have input 56%

Authorize spending (and have

input) 44%

Respondent Demographics




Study respondents all held director, vice

president, or C-level positions and

represented organizations in eight vertical

markets with revenue or operating

budgets ranging from $100 million to over

$20 billion.

Respondent Titles % of Respondents (N=460)


Organization Size Annual Revenue % of Respondents (N=460)

Industry

Sector % of Respondents (N=460)

30

22

12

36

Director/Assistant VP

VP/Senior VP

GeneralManager/President

CXO, such asCIO, CEO, or

COO

15

10

21 20

10 8

16

$100–299M

$300– 499M

$500–999M

$1– 4.9B

$5– 9.9B

$10–20B

>$20B

54% with $1B or more in

annual revenue

USD

20

14

12

10

10

8

8

7

11 Other

Consumer Packaged Goods (CPG)

Retail/Wholesale

Government/Public Sector

Healthcare

Energy/Power/Utilities/Mining/Oil/Gas

Financial Services [Banking, Insurance (except healthcare), and investments]

Manufacturing

Respondent Demographics

Life Sciences/Pharmaceuticals




Table of Contents for Professional Services and Solutions, 2012 Brand Tracking Study

For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Email: [email protected] Phone: +1-781-862-8500, Ext. 112

Slide

Executive Summary 4

Key Findings 5

Study Overview 15

Study Methodology 16

Respondent Demographics 17

Brand Equity 22

Top of Mind (Unaided) 23

Unaided Awareness 25

Aided Awareness 27

Familiarity 28

Familiarity: Another Look 29

Favorability 30

Brand Equity Index 31

Market Positioning 35

Leaders and Contenders 36

Market Positioning 37

Brand Attribute Performance 39

Brand Attribute Importance 40

The Best Firms by Attribute 41

Brand Attribute Performance 42

Marketing Vehicles 44

Crosstabs 47

By Country 47

By Job Role 66

By Title 85

By Size of Company 104

By Region 123

Buy the Study http://www.itsma.com/research/professional-

services-and-solutions-2012-brand-tracking-study/






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Professional Services and Solutions - ITSMA · 2.4Atos/Atos Origin 2.2 2.2 1.5Gartner 1.5 1.3 Dell Deloitte Microsoft SAP Oracle Ernst & Young Tata Consultancy Services Cognizant