Two brands dominate this space, MS Exchange and Lotus Notes/Domino. And if we
were to combine the top of mind recall for these two brands, then it comes out
to a whopping 90% of mind share amongst all IT decision makers in India. Of
these two, MS Exchange leads the runner-up Lotus Notes/Domino by a wide margin.
At a distant third is Sify Mail, and these three brands make up the User's
Choice Club 2010.
When we asked about the reasons for their current ownership of a brand,
majority of MS Exchange owners said reliability of the product and brand name
were the primary reasons. For Lotus Notes/Domino owners reliability along with
initial price of the product were the primary reasons of their current
ownership. 78% of respondents who're likely to choose MS Exchange as their
future brand cited reliability of the product as the key reason for choosing the
same. Whereas for Lotus Notes/Domino and Sify Mail there were more than 40%
repondents each who cited aftersales service as a key factor. But in case of MS
Exchange only 17% respondents cited the same.
Users' Choice Club 2010 |
This market has same dominant brands and all of them make to Users Choice Club this year too. |
Future Brand Preference Reasons |
Reliability of product and Initial price seem to primary considerations that users have to make their future purchase. |
Over the past year, brand loyalties for respective brands have increased
significantly. The leader is MS Exchange with 63% loyal customers, and a close
second is Lotus Notes/Domino having 57% brand loyalty. Almost one-third of
respondents for MS Exchange and Lotus Notes/Domino were either not sure or had
no plans to shift to another messaging solution in near future. All brands have
seen a gain in brand loyalty over last year. Sify Mail needs to improve brand
loyalty amongst its customers.
Brand Loyalty 2010 vs 2009 |
Compared to previous year, all three brands have been able to garner more than 25% increase in their brand loyalty. |
We found that MS Exchange had the strongest brand presence across all
industry verticals. Lotus Notes/Domino showed strong presence in Services and
IT/ITeS industries. Sify Mail was weak across most of the verticals, but showed
strong presence in Healthcare and Services industries.