Little seems to have changed this year in this segment except for a slight
shuffle in the positioning of various players who've made it to the Users'
Choice club. The winner in this segment, VSNL/Tata Communication, remains the
brand of choice amongst IT decision makers, followed by Airtel, Reliance
Infocomm and Sify. Both VSNL/Tata Communication and Airtel have improved their
relative index scores and maintained their respective positions compared to the
past year. The other two have lost some ground and interchanged positions, with
Reliance Infocomm swapping positions with Sify.
83% of the respondents who're likely to opt for VSNL/Tata Comm. gave product
reliability as their reason for the same. 72% chose it for its initial pricing.
Similarly, 71% of users who're likely to go for Reliance also gave product
reliability as their reason, and 57% quoted initial price. Brand name and after
sales support/service don't seem to be an issue in this segment with these two
brands.
Users' Choice Club 2010 |
The category has seen a position swap between Reliance Infocomm and Sify as compared to 2009. |
Future Brand Preference Reasons |
Users are likely to choose both VSNL/TC and Reliance Infocomm for their product reliability and initial price. |
Coming to brand loyalty, Sify enjoys the maximum brand loyalty amongst its
customers in DR and BCP services, followed by Airtel. VSNL/Tata Comm and
Reliance Infocomm need to be concerned about the loyalty of their existing
users. VSNL has in fact seen a loss in brand loyalty of 15% over last year.
Brand Loyalty 2010 vs 2009 |
The winner has seen a dip in brand loyalty as compared to 2009 while the others have gained on the same. |
VSNL/Tata Communication has very strong brand perception in all segments
except healthcare where it's brand perception is weak. Airtel on the other hand
is very strong in healthcare and services segments. Reliance is very strong in
process manufacturing and education segments, and Sify is very strong in comm. &
Media and healthcare.
Zone wise, VSNL/TataComm is very strong across the geography, Airtel is very
weak in east and west zones, Reliance is very strong in north, and strong in
west.