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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.

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