Enterprise Hardware : Racks and Enclosures

The recently added category of racks and enclosures in the Users' Choice Club
has seen some changes in the overall positions amongst the brands that made it
to the club last year. APC and APW President have swapped their last year's
positions to 3rd and 4th, respectively, for this year. The only consistent, HP
and IBM have emerged at the top in that order. Rittal has just managed to be
amongst the coveted contenders for the club.

One interesting feature of this segment is that the winner (HP) is not
necessarily dominant across most of the industry verticals inferring that brands
are targeting and making good in their respective niche markets. While HP wins
over in process manufacturing, discrete manufacturing, BFSI and communication
media. IBM is second to none when it comes to health-care and services. In the
IT/ITeS sector, Dell is the leader. Contouring the geographical zone presence,
the north and west are HP dominated while IBM is on top in the east. The west
zone majorly comprises of APW President followed closely by HP and IBM.

Users' Choice Club 2010

HP leads again leaving the 2nd place for IBM. APC and APW President have swapped positions held last year.

Future Brand Preference Reasons

HP scores high based on its brand appeal, reliability & initial price. APW President scores in after sales support/services.

Talking about reasons for future brand preference, reliability of product is
the major reason in case of HP and APC. On the contrary, figures for after sales
support/services are alarmingly low for the two brands. APW President scores the
highest in after sales support/services followed by IBM.

Brand Loyalty 2010 vs 2009

All brands have seen a significant gain in brand loyalty over last year.

HP and IBM comfort high on brand loyalty, scoring 84% and 81%, respectively,
while significant brand shift pattern is expected for APC and APW President. On
the brighter side, all the brands of the category have improvised on their brand
loyalty as compared to the survey figures of 2009. HP remarkably improves by 32%
on the same over the previous year.