Five brands have made it to User's Choice Club this time. While brands like
Cisco, Microsoft, Siemens, and Avaya were part of User's Choice Club last time,
Nortel has entered to club this year. The last year winner Cisco has again
bagged the top spot in this category. 42% of participants were using unified
communication solutions from Cisco while second positioned Microsoft was used by
20%. First name that figured into the mind of 47% participants in context of
unified communication was Cisco.
Users' Choice Club 2010 |
Cisco takes this club by storm, beating all the rivals by a phenomenal margin. |
Future Brand Preference Reasons |
Product reliability is the key reason why people have gone for the top brands with Microsoft leading the league. |
Drilling down further, we found out reliability of product is one factor
which affects both current and future brand preference among top three brands
this year. One more factor that made people buy unified communication solutions
from Microsoft and Avaya is initial price. 87% of MS's respondents gave product
reliability for choosing it in the future, followed by 82% in case of Cisco and
67% for Avaya. Initial price was another dominant reason amogst the three
brands. After sales service/support doesn't seem to be an issue in this segment.
Brand Loyalty 2010 vs 2009 |
All brands have gained significant brand loyalty as compared to last year. |
All eight verticals and four zones are dominated by Cisco with other members
of club not even close to it. Communication media industry seems to be the only
vertical where Microsoft has a very strong brand perception. Other brands are
fairly weak across the eight industries and the four zones.
Brand loyalty results were interesting. Not even a single existing user of
Siemens and Nortel was thinking of switching to another brand. 88% of Micrososft
and 80% of Cisco users among our participants are likely to stick to their
respective brands. Nortel and Avaya has a brand loyalty of 100% . Overall, the
brand loyalty is pretty high in this segment, and all the players have gained
brand loyalty by significant margins as compared to last year.