Enterprise Hardware : Corporate Smart Phones

The corporate smartphones, undoubtedly, is an interesting category introduced

in the enterprise hardware category this year. Blackberry, Nokia, Apple, HTC,

Motorola and Samsung being the major options available in the market today, the

brands which made it to Users' Choice Club include Blackberry taking the top

spot, followed by Nokia. Blackberry dominates over its successor (Nokia) by a

wide margin while Apple (iPhone) appears to have a niche segment of its own and

just misses by a margin to make it to the club. Blackberry runs on top of minds

of 54% respondents followed by Nokia with 31% respondents for the same.

Users' Choice Club 2010

Blackberry and Nokia emerged dominant while Apple (iPhone) and HTC missed out closely in the contest.

Future Brand Preference Reasons

Users prefer the top two brands for an identical set of reasons, and in same measure.

As of going to press, we have no idea what would be BlackBerry's fate in

India after Aug 31st, but till then it is the undisputed winner in almost all

major industry verticals losing particularly in health-care to Nokia. While

Nokia is almost at par to Blackberry in the services domain, Apple (iPhone), on

the other hand, surprisingly contributes a noticeable share in the health-care

vertical. The top two brands are also dominant across all the four geographical

zones. Apple (iPhone) holds a share at par with Nokia in the south zone. The

reasons for future brand preference -- reliability of product was what 90% of

respondents felt for Nokia which is even higher than that of Blackberry (77%).

The percentage of respondents preferring the top two brands were almost the same

on the grounds of brand name, reliability of product and after sales

support/service.

Brand Loyalty 2010 vs 2009

8% Blackberry owners are expected to shift to iPhone but Nokia could see a 15% shift towards BlackBerry.

With 76% brand loyal Blackberry owners, the other 8% are expected to

shift-out to Apple (iPhone) and 14% remain still undecided. Nokia, with 67%

brand loyal owners, is expecting a shift-out of 15% towards Blackberry and

another 15% comprises of the undecided respondents. Apple (iPhone) loses out

when it comes to brand loyalty with a 50% shift-out expected in the near future