Managed Services : Managed Data Center Services

Like managed DR and BCP service providers, this segment too has the same

players. In fact, the number of players that managed to enter the Users' Choice

club has dropped from 6 last year to only 4 this time. VSNL is the winner, but

Airtel is close on its heels at number two. Reliance is not too far behind

Airtel, but Sify lags far behind at the number four spot.

Current and future brand preference behavior is similar to what we found in

managed system services. Product reliability and inital price are the key

reasons why users are likely to opt for the top three brands. Here, VSNL and

Reliance Infocomm are ahead of Airtel for both these reasons. Brand name gains

slight preference over after sales service/support for future brand preference.

Users' Choice Club 2010

VSNL retains its top position but Airtel climbs up 2 ranks from 2009 to occupy 2nd position.

Future Brand Preference Reasons

Reliability of product and initial price are the major reasons for preferring brands in future.

Sify enjoys 100% brand loyalty, meaning none of its existing users are likely

to shift to other data center service providers in the future. Reliance Infocomm

and Airtel on the other hand have very low brand loyalties, though they've seen

a slight increase over past year. VSNL has seen a decline over last year, and

its brand loyalty is dangerously low at 12%.

Brand Loyalty 2010 vs 2009

VSNL's brand loyalty in this segment is dangerously low, after having lost 59% over last year..

VSNL has very strong brand perception 50% of the industries we

surveyed--discrete manufacturing, BFSI, IT/ITeS, and education. It's weak in the

other industry segments. Similar is the case for it across the geography, with

its brand perception being very strong in north and eastern India, but weak in

south, and strong in west. Airtel has the same story as VSNL, except that the

industries and geographies are a little different. Reliance Infocomm on the

other hand is very strong in only three industries--process manufacturing, BFSI,

and Education. Plus, it's very strong only in west India. Sify is very strong

again in three industries, but has weak brand perception across the geography.