Large Volume Storage

The large volume storage space is dominated by the same three names that were

there last year. In fact, even their relative positions are also the same as

last year. The winner this year is HP once again, followed by IBM at a close 80

and Dell at a distant 32. Other brands that managed to make it to the club this

year include EMC/Legato, Hitachi, Sun, and surprisingly Apple. These remaining

players were far behind on the UPI as compared to the top three brands. Going by

industry, HP dominated manufacturing, BFSI, IT/ITeS and education segments while

IBM had the highest perception in healthcare, services and discrete

manufacturing segments. Dell's relative perception was the highest in

communication media followed by IT/ITeS. Zone wise, HP had strong brand

perception everywhere.

The key reason why existing owners of HP and IBM were willing to stay with

the same brands in the future also was reliability of products. The same reason

was quoted by users who were likely to buy these two brands in the near future

also.

HP enjoyed 44% brand loyalty while IBM was at 41%. Dell on the other hand was

at 32%. Dell also needs to worry about its existing users likely to shift to

other brands. 11% of existing Dell users said they were likely to purchase IBM

and another 5% chose HP. The biggest gainer from other brands in the likelihood

of shifting was IBM.