Power Conditioning Equipment

Today no organization can grow without using IT. And given the pathetic power

condition in the country, there's no way your IT equipment can survive without

using the right power conditioning equipment to supply it with clean power and

backup. Hence it becomes important to choose the right power conditioning

equipment. Let's look at which brands of power conditioning equipment are the

favorites of CIOs across the country.

In our survey, three brands made it to the Users' Choice future readiness

club-- APC, Emerson, and Numeric Power. Out of these, APC is the most future

ready Users' Choice brand, followed by Emerson and Numeric. Other known brands

like DB Power, Siemens, and Powerware could not make it to the club, and were

left out only by a few points. APC has been able to maintain its lead, and in

fact, has been topping our Users' Choice and Most Wanted IT brands surveys for

years. Not only that, but this time APC has taken a far greater lead over others

as compared to last year. To give an analogy, if APC is moving at a speed of

100, then the next fastest brand is moving only at a speed of 16. Coming to

individual brand performance metrics, Numeric is the most persuasive brand of

the lot. It managed to convert the maximum top of mind recall votes into

likelihood of purchase. In overall, absolute terms though, none of the brands

are persuasive enough. People remember them on top of their minds, but the

conversion rate is not 100%.

Numeric has improved its brand pull situation considerably. Last year, it was

actually loosing pull, but this year, it has not only started gaining pull, but

also surpassed everyone else in the same. Emerson's brand pull has come down to

number two on the relative index. APC has the lowest brand pull of the lot. This

is to be expected, considering that it has the highest current ownership, there

are more chances of switch outs happening to other brands. Thankfully for all

brands in the club, there are more users likely to switch-in than switch-out,

meaning they're all gaining pull, at the cost of other lesser known brands

probably. Looking at brand loyalty figures, we found that APC enjoyed the

maximum brand loyalty at a whopping 73%. There were only 9% of existing users

who said that they were likely to switch to another brand. Numeric had 56% brand

loyalty, and another 19% of its existing users saying they were likely to switch

to various other brands. Emerson has improved its brand loyalty amongst its

existing users slightly, but there is an alarming situation here. Last year, 50%

of its existing users were not sure which brand were they likely to shift to.

This year, only 29% are still left uncertain, but an alarming 24% have decided

which brands they are likely to shift to. So Emerson needs to watch its existing

customers and identify their cause for shifting to other brands.