There is a lot of shuffle we notice in the video conferencing category. We have a new unanimous winner in both the segments in this category – Cisco/Tandberg.
In the 100 to 499 segment, Sony was the winner last year, but does not make it to the club this year. Polycom secured the second position, moving up one spot from where it was last year. Avaya moved down one position from last year, to see itself in the third position this year. 3M is the new entrant to the club this year, with about 26% respondents registering it as the currently owned brand. But it is worth noticing that both current and prospective users of 3M have shown 100% confidence in the brand value as well as product reliability parameters. In terms of brand loyalty, the users of 3M, Avaya, and Tandberg have garnered 100% confidence. About 22% of users of Cisco as an individual brand though have said that they are likely to shift out to Avaya. Polycom also needs to up its game as 38% users are considering a likely shift, of which about 8% are considering Avaya and another 8% considering LifeSize as their next brands.
Coming to the 500+ segment, LifeSize, D-Link and 3M have made it to the club this year. Polycom retains its runner up position, the same as last year. Avaya, who was at the top last year, has moved down to the third position this year. LifeSize makes an entry into the club by securing the fourth position. Sony took a fall from being on the third spot to the fifth position this year. D-Link and 3M barely make it into the club, by securing the sixth and seventh position. The brands that earned the most brand loyalty from users are 3M, D-Link, Polycom, and Tandberg. Avaya needs to make a note that at 83% brand loyalty, about 8% users are considering a shift to 3M. Cisco, as a brand, with 79% brand loyalty are likely to see shifts of as much 7% to Avaya and 7% to Polycom.