Software : RDBMS

Here in this segment we get to know which brand of database engine has the
best perception amongst our respondents' mind-space. While Oracle comes out as
the leader, half-way behind the leader is Microsoft SQL Server followed further
behind by MySQL. These three brands constitute the Users' Choice Club for this
year.

Amongst our respondents, Oracle gets the highest in all parameters, be it top
of mind recall, current brand ownership, loyalty or shift-ins. It is surprising
to see that IBM DB/2, which had made it to Users' Choice Club last year, missed
out this year as we didn't get enough votes from our survey participants to pass
any judgment on IBM DB/2.

Users' Choice Club 2010

IBM DB2 has somehow lost out this year from being in the Club.

Future Brand Preference Reasons

All users will buy the top brands considering product reliability in mind.

Product reliability is the dominant reason for the respondents to choose
these brands over others, followed by initial price. MySQL is considered to have
better after sales support as compared to the other three brands. Lesser
percentage of users are likely to buy MS SQL Server for its brand name, as
compared to Oracle and MySQL. On the other hand, MS SQL Server enjoys the
highest percentage of votes for initial price as the key reason for future
purchase as compared to the other two brands.

Brand Loyalty 2010 vs 2009

MS SQL Server gains maximum on brand loyalty over previous year & becomes the brand with highest brand loyalty.

Across industry verticals, we see Oracle having the highest brand presence in
all sectors barring healthcare and services sectors, which is where MS SQL
Server has the highest brand presence. However, MySQL has somewhat noticeable
presence across all industry verticals.

Coming to brand loyalty, it is Microsoft SQL Server that has the highest
brand loyalty with 80% current brand owners saying that their future brand will
remain the same. Close behind the leader with 79% brand loyalty is Oracle and
MySQL with 74% brand loyalty. The remaining percent of owners for each of these
brands either have no preferred brand to switch to or have no plans to shift to
another brand in near future.