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Professional Services and Solutions 2013 Brand Tracking Study Abbreviated Summary | December 2013 Julie Schwartz, Senior Vice President, Research and Thought Leadership Dianne Kim, Research Associate
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ITSMA Professional Services and Solutions, 2013 Brand Tracking Study Abbreviated Summary

Nov 18, 2014

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ITSMA

In an increasingly crowded and highly competitive market for IT services and consulting, there is one brand awareness leader; yet the market remains fragmented with opportunity for contenders to gain ground.
ITSMA’s Professional Services and Solutions: 2013 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 of conducting the Professional Services Brand Tracking study for more than a decade, and continues to see US- and European-based companies continue to lead their offshore-centric peers. While the 2013 study results reinforced the dominance of a few leading brands, it also revealed plenty of opportunities in the market.
Study Scope
ITSMA’s 2013 Professional Services and Solutions Brand Tracking Study provides a balanced look at measures of:
• Brand equity. Awareness, familiarity, preference
• Brand attribute performance. Brand attribute perception and message relevance
The study also provides data and analysis on key areas of buyers’ behavior, including:
 Perception of Services Provider Performance. Which attributes are most important to buyers when selecting a vendor? Which companies excel in these attributes?
 Perception of Services Provider Market Position. How do buyers position service providers? Consultants? Technology experts? Or outsourcers?
This study delivers the data study services providers need to validate internal assumptions, improve marketing strategies and tactics, and hone their brand communication.
Study Methodology
Between September and November 2013, ITSMA completed telephone-based interviews in the US, the UK, France, Germany, Australia, and Brazil with 466 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.
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.
This sponsored research initiative represents the 13th iteration of ITSMA’s flagship brand awareness and tracking study focusing on IT professional services and solutions.
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Page 1: ITSMA Professional Services and Solutions, 2013 Brand Tracking Study Abbreviated Summary

Professional Services and Solutions 2013 Brand Tracking Study

Abbreviated Summary | December 2013

Julie Schwartz, Senior Vice President,

Research and Thought Leadership

Dianne Kim, Research Associate

Page 2: ITSMA Professional Services and Solutions, 2013 Brand Tracking Study Abbreviated Summary

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Abbreviated Summary

In an increasingly crowded and

highly competitive market for IT

services and consulting, there is

one brand awareness leader;

yet the market remains

fragmented with opportunity for

contenders to gain ground.

ITSMA has been of conducting

the Professional Services Brand

Tracking study for more than a

decade, and continues to see

US- and European-based

companies continue to lead

their offshore-centric peers.

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

Professional Services and Solutions, 2013 Brand Tracking Study.

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

Page 3: ITSMA Professional Services and Solutions, 2013 Brand Tracking Study Abbreviated Summary

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

ITSMA’s Professional Services and Solutions, 2013 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.

While the 2013 study results reinforced the dominance of a few leading brands, it also revealed plenty of opportunities in the market.

This sponsored research initiative represents the 13th 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.

ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Brand awareness.

For the 13th year in a row,

IBM tops the list for

unaided awareness, with

Accenture and HP

gaining ground with the 2nd

and 3rd spots, respectively.

Deloitte’s unaided

awareness increased

considerably compared to last

year, boosting it to the 4th spot.

Unaided Awareness

Note: Multiple responses allowed. Other includes companies mentioned only once. Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study

IBM

Accenture

Hewlett-Packard

Deloitte

Dell

Capgemini

KPMG

PricewaterhouseCoopers

EY

SAP

CSC

Microsoft

Infosys

Tata Consultancy Services

Oracle

HCL

T-Systems

Wipro

Cognizant

Atos

McKinsey

Boston Consulting Group

Cisco

BearingPoint

Data3

EMC

Dimension Data

Which companies

come to mind when

you think of

technology

consulting and

services? % of Respondents

(N=466)

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Market positioning.

Most companies are strongly positioned as

consultants; fewer as technology specialists.

IBM, HP, and CSC lead the group as

software and application

services providers, with a robust

list of followers

IBM, Capgemini, HCL, and TCS are

strongly positioned as outsourcing

service providers

IBM and HP are leaders in IT

security solutions

IBM shines as the leading cloud

solution provider with only HP in

the contender spot—this category

offers an open field for most companies

to improve positioning

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Brand attribute importance.

When selecting services

providers, buyers focus

on competing firms’

understanding of

their business needs

and ability to

save them money

while adding

value

Attribute Importance

When you and your company are selecting a

technology consulting and services provider, how

important is it that this provider: Mean Rating (N~454)

Dotted lines indicate “tiers” of importance based on statistical testing. Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study

Understands your unique business needs

Is able to save you money while also adding value

Leverages technology to achieve your business goals, not just your IT objectives

Is proactive in its approach to problem solving

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

Has deep knowledge of your industry or domain

Is more of a trusted business partner than a vendor

Regularly brings to market innovative solutions that drive better business results

Uses data and analytics to optimize business processes

Comes to the table with intellectual property (IP) in addition to talented people and experience

Prices solutions based on business outcomes or "pay for results"

Has expertise in the latest technologies such as cloud, mobile, social, and analytics

1 Not at all Important

7 Very

Important

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Perceptions of service provider performance.

Companies with the best performance

on the brand attributes that matter

most to buyers include Accenture,

IBM, EY, Deloitte, and KPMG.

Among offshore-centric players,

Cognizant is the top performer.

Tweet This!

Companies that

perform best on brand attributes important to

buyers: Accenture, Cognizant, IBM, EY, Deloitte, and KPMG.

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

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

Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study

Services Provider BEI Score Status

Company A 58.7 Very

Strong Company B 42.9

Company C 42.5

Company D 39.0

Strong

Company E 37.4

Company F 36.3

Company G 35.6

Company H 35.5

Company I 34.1 Solid

Company J 27.0

Building

Company K 26.9

Company L 24.4

Company M 24.2

Company N 21.4

Company O 19.7

Defining Company P 18.0

Company Q 17.7

ITSMA Brand Equity Index is based on unaided awareness, aided awareness, top of mind firm, familiarity, and favorability.

Based on the ITSMA Brand Equity Index (BEI) a market

divide persists with the US- and European-based

companies on top and the offshore-centric companies

trailing behind

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

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, 2013

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

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Study

Methodology Between September and November 2013, ITSMA

completed telephone-based interviews in the US,

the UK, France, Germany, Australia, and Brazil

with 466 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=466)

Respondent

Perspective % of Respondents (N=466)

Role in Purchasing

Professional

Services

% of Respondents (N=466)

Source: ITSMA, Professional Services and Solutions, 2013 Brand Tracking Study

US 41%

UK 21%

Germany 11%

France 11%

Australia 11%

Brazil 6%

IT 57%

Business 43%

Have input 52%

Authorize spending (and have

input) 48%

Respondent Demographics

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

13

21

16

22

9

3

16

$100–299M

$300– 499M

$500–999M

$1– 4.9B

$5– 9.9B

$10–20B

>$20B

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=466)

Source: ITSMA, Professional Services and Solutions, 2013 Brand Tracking Study

Organization Size Annual Revenue % of Respondents (N=466)

Industry

Sector % of Respondents (N=460)

39

17 12

32

Director/Assistant VP

VP/Senior VP

GeneralManager/President

CXO, such asCIO, CEO, or

COO50% with $1B or more in

annual revenue

USD

18

15

12

12

12

11

10

5 5

1

Respondent Demographics

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

Manufacturing (other than consumer goods)

Energy/Power/Utilities/Mining/Oil/Gas

Healthcare (payer, provider, and benefits)

Consumer Packaged Goods (CPG)

Communications and Media

Retail/Wholesale

Pharmaceuticals/Life Sciences

Government/Public Sector Other

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

© 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Table of Contents for Professional Services and Solutions, 2013 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

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

services-and-solutions-2013-brand-tracking-study/

Slide

Executive Summary 4

Key Findings 5

Study Overview 17

Study Methodology 18

Respondent Demographics 19

Brand Equity 24

Top of Mind (Unaided) 25

Unaided Awareness 27

Aided Awareness 29

Overall Market Familiarity 30

Familiarity Among those Who Are Aware of Company 31

Favorability 32

Brand Equity Index 33

Market Positioning 37

Leaders and Contenders 38

Market Positioning 39

Brand Attribute Performance 42

Brand Attribute Importance 43

The Best Firms by Attribute 44

Brand Attribute Performance by Company 45

Additional Data 49

Factors Most Influential when Formulating the Shortlist 50

Willingness to Pay a Price Premium 51

Crosstabs 52

By Country 52

By Job Role 74

By Size of Company 94

By Region 114

By Vertical Market 134