Enterprise Solutions : BI/BA Software

This is a segment where there is literally a cut-throat competition between

two brands for the top slot--Oracle and SAP Business Information Warehouse. Both

managed to score 100 in this segment, due to which we have two winners in this

category. Other products that managed to make it to the club include MS SQL

Server, IBM Intelligent Miner and Business Objects Web Intelligence.

Users' Choice Club 2010







This is the only segment to have two players reaching the top spot, and becoming
the winners.

SAP-BIW has the highest current brand ownership and loyalty amongst

respondents. Oracle scores the highest top of mind recall and shift-ins from

other brands. Looking at presence across industry verticals, we find each of the

top three brands are strong in atleast one industry segment. SAP-BIW is strong

in four industry verticals: process manufacturing, communication media,

healthcare and services sectors. Oracle enjoys the strongest presence in three

verticals: discrete manufacturing, BFSI and IT/ITeS sectors. MS SQL enjoys

strong presence in education.

Future Brand Preference Reasons







Oracle again scores high for their product reliability and initial price point
to influence their future purchase.

When we asked about future preferences, 90% mentioned Oracle for product

reliability, followed by 60% mentioning its attractive pricing of products as

the reason.



Amongst those who mentioned SAP-BIW, 61% mentioned product reliability as the
primary reason, followed by 53% each for brand value and initial pricing. It's

interesting to notice that aftersales support is not amongst the critical

reasons for opting for a brand.

Brand Loyalty 2010 vs 2009







MS SQL Server has been able to gain maximum brand loyalists to make it the brand
with maximum loyal customers.

Coming to brand loyalty, it is MS SQL that enjoys the highest with 82%

consumers, but has 18% of the current owners likely to move to SAP-BIW in near

future.



At second place is SAP-BIW with 76%, followed by Business Objects at third
place, with 64% brand loyalty. All brands have seen a gain loyal customers over

the past yar, and that too by significant margins

.