With more and more notebook models flooding the market everyday, major
players continue to reign in this enterprise hardware segment over the years;
and the legacy continues this year as well. Whilst the last year's top
3-HP-Compaq, Dell and Lenovo, rule the roost again, other prominent brands in
the league that have had a close miss to the Users' Choice Club are HCL, Sony
and Acer.
The HP-Compaq brand comes on top of the minds of 40% of the surveyed CIOs/IT
Managers (TOM Recall), leading the segment in terms of brand ownership and brand
loyalty, and rules 3 of the 4 geographical zones (north, south and west). While
Dell was close in figures to the winner in most of the category, it outwits the
latter in IT/ITeS, health-care and education when it comes to the industry
vertical presence.
Users' Choice Club 2010 |
Last year's picture continues this year with HP-Compaq, Dell and Lenovo continuing to remain in the club. |
Future Brand Preference Reasons |
91% of the users likely to buy IBM/Lenovo products gave product reliability as the key reason for the move. |
Lenovo, on the other hand, scores average on most of the categories included
in the survey when compared to HP-Compaq and Dell, but outshines the rest of the
key players by a significant margin to make it occupy the third spot. HCL does
well enough to mark its presence on 3rd position in banking, financial services
and insurance (BFSI) and health-care industry verticals with approximate
relative index scores of 20 and 30, respectively.
Brand Loyalty 2010 vs 2009 |
All the top three brands have gained significantly in brand loyalty over last year. |
To the interest quotient of many, when asked the reasons for current brand
preference, surprisingly, HP-Compaq loses out to Dell and Lenovo when it comes
to the reliability of product, initial price and after-sales support/services.
The pattern traces on a similar note when asked about the reasons for future
brand preference.
Dissecting the overall brand switch matrix, HP-Compaq holds a high 93% when
it comes to brand loyalty. All brands saw a gain in brand loyalties over past
year, meaning existing customers of each brand are likely to buy the same brand
in the future as well.