Backup hardware is a new category introduced in the enterprise hardware segment this year. HP, the winner of this segment, has a top of mind recall of 48% and a brand ownership of 48%, both values being the highest amongst the contenders for this category. IBM and Dell occupy 2nd and 3rd positions. The other brands that have made to the Users' Choice Club are EMC and Sun. However, it is HP and IBM that fight it out between them for cornering majority stake in the eight verticals. HP dominated most verticals including process manufacturing, BFSI, IT/ITeS, communication media and education, while IBM emerged winner for health-care and services. Geographically, HP is the most prominent brand across all four zones with IBM taking substantial share in east and west zones.
|Users' Choice Club 2010|
|HP and IBM are the dominant brands while Dell, EMC and Sun are other significant ones.|
|Future Brand Preference Reasons|
|The brand name and reliability are two significant reasons for current and future brand ownership for both HP and IBM.|
The brand name and reliability of the product are two significant reasons for current and future brand ownership for both HP and IBM. Most respondents feel initial investments in IBM products are cheaper and so its current and future brand ownership ratings are higher than HP. The after sales support/services continue to remain an area of concern for these two brands even in this category.
|Brand Loyalty 2010 vs 2009|
|Being a new category, we can't calculate the gain or loss in brand loyalty over last year.|
In terms of brand loyalty, HP has 86% loyal owners who plan to continue using the same brand with only 4% expecting to shift-out to IBM in the near future. 10% amongst them are undecided about their future. IBM scores 90% on brand loyalty, with 5% planning to shift-out to HP over a due course of time. Dell, with 91% brand loyalty, loses out on the 9% shift-out expected towards IBM.
Overall, there is tremendous brand shift expected in this segment in the future, even though the volumes might be not be very significant.