by September 5, 2008 0 comments

One small surprise in this segment is a new entry to the club-Avaya. And
another well-known brand, CA Unicenter, has not been able to make it to the
club. Overall, the brand persuasion levels remain the same as last year, meaning
top of mind recall is very high, but all or more of it doesn’t really translate
into conversion. The brand pull situation however, is a little better, with all
key players gaining. Brand loyalties however, have considerably improved over
last year.

HP OpenView is the most future ready brand, and also the most persuasive.
It’s number two in brand pull, and enjoys the highest brand loyalty amongst its
existing users. IBM follows close on its heels with a future readiness index of
90%. It’s the third most persuasive brand and holds the same rank for brand pull
as well. IBM needs to watch its brand loyalty figures, which is at only 47%. The
good thing is that 44% of its existing customers aren’t too sure of which brand
to shift to. Microsoft enjoys a score of 43% on the future readiness index. It’s
the second most persuasive brand, but needs to work on its brand pull. While
it’s not losing pull, its gain is lower than others. Brand loyalty of SMS Server
customers is pretty high at 63%, with only 15% likely shift out. Avaya has a
future readiness index of 40%, pretty close to SMS Server. It has the strongest
brand pull, but is weak on persuasion. It needs improvement in brand loyalty,
which is the lowest of the lot.

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