by November 7, 2009 0 comments



As expected, the four known vendors in this space have managed to make it
into the Users’ Choice club, namely Polycom, Sony, Tandberg and Avaya. Polycom
leads the way as the winner, with Sony as the runner-up. Polycom was ahead of
all other brands in top of the mind recall, current ownership, relative loyalty
and brand shift. Tandberg turned out to be ahead of Sony in current ownership as
well as relative loyalty but fell behind in top of the mind recall.

Looking at industry wise breakup, Polycom has strong brand perception across
most industries, viz. discrete manufacturing, process manufacturing, BFSI, IT/ITeS,
healthcare and education. However, it falls behind Sony in communication media
while Tandberg is ahead in the services industries. Zone wise, Polycom leads in
north and south, while Tandberg enjoys good support from east and Sony leads the
way in west, but Polycom is giving a good fight to Sony in west. Also Tandberg
is doing better than Sony in south.

Tandberg enjoys the highest brand loyalty with 71%, followed by Sony at 57%
and Polycom at 44%. Interestingly Sony turned out to be the brand likely to gain
from shift outs, with 3.5% non-Sony users saying that they are likely to shift
to Sony. In case of Polycom, 56% of its existing users said that either they
have no plans or they are not sure about which brand to choose.

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