Managed Services : DR and BCP Services

Little seems to have changed this year in this segment except for a slight

shuffle in the positioning of various players who've made it to the Users'

Choice club. The winner in this segment, VSNL/Tata Communication, remains the

brand of choice amongst IT decision makers, followed by Airtel, Reliance

Infocomm and Sify. Both VSNL/Tata Communication and Airtel have improved their

relative index scores and maintained their respective positions compared to the

past year. The other two have lost some ground and interchanged positions, with

Reliance Infocomm swapping positions with Sify.

83% of the respondents who're likely to opt for VSNL/Tata Comm. gave product

reliability as their reason for the same. 72% chose it for its initial pricing.

Similarly, 71% of users who're likely to go for Reliance also gave product

reliability as their reason, and 57% quoted initial price. Brand name and after

sales support/service don't seem to be an issue in this segment with these two

brands.

Users' Choice Club 2010

The category has seen a position swap between Reliance Infocomm and Sify as compared to 2009.

Future Brand Preference Reasons

Users are likely to choose both VSNL/TC and Reliance Infocomm for their product reliability and initial price.

Coming to brand loyalty, Sify enjoys the maximum brand loyalty amongst its

customers in DR and BCP services, followed by Airtel. VSNL/Tata Comm and

Reliance Infocomm need to be concerned about the loyalty of their existing

users. VSNL has in fact seen a loss in brand loyalty of 15% over last year.

Brand Loyalty 2010 vs 2009

The winner has seen a dip in brand loyalty as compared to 2009 while the others have gained on the same.

VSNL/Tata Communication has very strong brand perception in all segments

except healthcare where it's brand perception is weak. Airtel on the other hand

is very strong in healthcare and services segments. Reliance is very strong in

process manufacturing and education segments, and Sify is very strong in comm. &

Media and healthcare.

Zone wise, VSNL/TataComm is very strong across the geography, Airtel is very

weak in east and west zones, Reliance is very strong in north, and strong in

west.