Managed Services Providers

This is another new category that we've added to our analysis, given that

most CIOs today are looking for managed services partners to manage their IT

infrastructure in whole or in part. The key brands that have made it to the

Users' Choice future ready club are HP, IBM, Microsoft, Tata/VSNL, and finally

Wipro.

Overall, all brands need to improve their persuasion levels. That's because

the conversion from top of mind recall to likelihood of purchase is still not

happening as much. Their brand pull situation is positive though, with all of

them gaining pull. Both of these are bound to happen because choosing a managed

services provider is not easy and requires a considerable amount of time and

planning. Similarly, once something has been given to a MSP, switching to

another MSP is not a simple decision. Let's now analyze the individual brands.

Amongst all the brands, HP is the most future ready. On the relative brand

persuasion index, it's in the number two position, and at number three in brand

pull. HP enjoys 67% brand loyalty, with 14% of its existing users saying they're

likely to shift to another brand, and a majority of them preferrd IBM for the

same and some opted for Microsoft.

IBM is the next most future ready brand, and is quite far behind HP. In terms

of brand persuasion, IBM is at the fourth spot, but it tops the charts when it

comes to brand pull. So there are more users likely to switch into the brand

than switch out. IBM is at 61% brand loyalty, with 13% likely to switch to other

brands, mostly to HP and Microsoft.

Microsoft's future readiness index is 41%, which stands for a likely future

share of 6%. It's the least persuasive on a relative scale as compared to other

brands, but at the same time is number two when it comes to brand pull.

Microsoft needs to watch its customers, because brand loyalty is the lowest of

all brands, at 42%. 15% of its existing users are likely to shift to other

brands, but the joker in the pack is the 42% users who're not sure which other

brand to shift to.

Tata/VSNL is close on the heels of Microsoft, with a relative future index of

35%, and a likely future share of 5%. The good news for this brand is that it's

the most persuasive of all, but needs to improve its brand pull, because there

it lands at the second last spot. The best thing for Tata/VSNL is that it enjoys

the highest degree of brand loyalty amongst its existing customers. The figure

is at 82%, with a mere 5% likely to switch to another brand, and 14% who're not

sure.

Wipro is the last in the relative future readiness index at 19%, and a likely

future share of 3%. It has overall mediocre brand persuasion, pull, and loyalty

figures. Hopefully, we'll see it speed up by next year.