Software : Enterprise Backup Software

There are no surprises in this segment. HP leads by a wide margin over IBM
and EMC; and the three brands together make up the Users' Choice Club 2010. HP
scores highest in all parameters, top of mind recall, current brand ownership,
loyalty or shift-ins. IBM stands a distant second followed closely by EMC.

When we asked consumers of the top two brands about factors they considered
for buying the brand they presently own, majority of them considered product
reliability and brand name as the primary reason.

Users' Choice Club 2010

HP is the dominant brand in this segment and maintains the top spot same as last year.

Future Brand Preference Reasons

Reliability of the product is followed by brand value when people will consider the top two brands as their future buy.

When asked about the likelihood of buying the top two brands in near future,
product reliability was the primary reason for 97% of respondents who'll choose
IBM, while 87% of respondents for HP cited this reason.

Across industry verticals, barring services, HP has the strongest presence in
all. IBM along with EMC, enjoys the highest presence in services sector. EMC
also has the strongest presence in healthcare sector, slightly more than HP. But
when we look at geographical presence, HP leads hands down in each of the zones.

Brand Loyalty 2010 vs 2009

Though HP and IBM have equal percentage of brand loyalty, it is IBM that has seen maximum increase in brand loyalty.

HP and IBM had an equal number of consumers wanting to stick with them in
near future. Thus, their brand loyalties stood equally at 78%. But the reason to
worry for IBM is that 11% of their current consumers are likely to move to HP in
future.

EMC had a brand loyalty of 73%, and their 18% consumers were not sure or had
no plans to shift to other brands in the near future. This doesn't mean that
they are loyal to their current brand, suggesting EMC has to take more
aggressive steps to retain their consumers.