Unified Communication Solutions

This is the first time we have introduced this category and interestingly,

responses came for 10 different brands. However, only four of them managed to

enter the elite Users' Choice club. The winner this time is Cisco with a steep

margin, followed by Microsoft. The other two in the club are Siemens and Avaya

with 20 and 12 points respectively. Cisco also enjoys the maximum top of the

mind recall followed by Microsoft. As this is still a nascent segment, the

overall brand ownership is still quite low as compared to other product

segments. The main reason for selecting Cisco and Microsoft is the brand name.

The second key reason for choosing both of these products was both product

reliability and good after sales service/support. Cisco enjoys the highest brand

loyalty amongst its existing users, with no likely switch outs. There were

however, a good 50% of the users who they were not sure or had no plans of

shifting out. Microsoft had only 22% brand loyalty, with 11% of its existing

customers saying they're likely to move to Cisco. Industry wise, Cisco has very

strong brand perception presence across all domains except Communication Media.

Microsoft on the other hand is doing very well in this particular industry

segment. Microsoft's brand perception also appears to be pretty good in process

manufacturing and IT/ITeS, but it needs to pay more attention in BFSI and

education. Siemens on the other hand is moderately strong in process

manufacturing and services segments, and needs to pay more attention to the

other industries. Other brands have fairly low brand perception across all

verticals. Region wise, Cisco has strongest brand perception in all regions

except north, while Microsoft is fairly strong in south.