ITSMA Professional Services and Solutions, 2013 Brand Tracking Study Abbreviated Summary

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In an increasingly crowded and highly competitive market for IT services and consulting, there is one brand awareness leader; yet the market remains fragmented with opportunity for contenders to gain …

In an increasingly crowded and highly competitive market for IT services and consulting, there is one brand awareness leader; yet the market remains fragmented with opportunity for contenders to gain ground.
ITSMA’s Professional Services and Solutions: 2013 Brand Tracking Study helps services providers understand buyer attitudes and beliefs, their company’s brand equity, current and/or aspired market positions, and buyers’ perceptions of performance.
ITSMA has been of conducting the Professional Services Brand Tracking study for more than a decade, and continues to see US- and European-based companies continue to lead their offshore-centric peers. While the 2013 study results reinforced the dominance of a few leading brands, it also revealed plenty of opportunities in the market.
Study Scope
ITSMA’s 2013 Professional Services and Solutions Brand Tracking Study provides a balanced look at measures of:
• Brand equity. Awareness, familiarity, preference
• Brand attribute performance. Brand attribute perception and message relevance
The study also provides data and analysis on key areas of buyers’ behavior, including:
 Perception of Services Provider Performance. Which attributes are most important to buyers when selecting a vendor? Which companies excel in these attributes?
 Perception of Services Provider Market Position. How do buyers position service providers? Consultants? Technology experts? Or outsourcers?
This study delivers the data study services providers need to validate internal assumptions, improve marketing strategies and tactics, and hone their brand communication.
Study Methodology
Between September and November 2013, ITSMA completed telephone-based interviews in the US, the UK, France, Germany, Australia, and Brazil with 466 IT and business executives who either provide input into or authorize the purchase of IT professional services and solutions. The interviews were designed to assess the brand awareness, market positioning, and brand attribute performance of the major industry services providers and explore key market drivers.
For the purposes of this study, ITSMA defines professional services as:
Technology and/or related business services (such as consulting, systems integration or implementation, or outsourcing) valued at $100,000 or more.
Study respondents all held director, vice president, or
C-level positions and represented organizations in eight vertical markets with revenue or operating budgets ranging from $100 million to over $20 billion.
This sponsored research initiative represents the 13th iteration of ITSMA’s flagship brand awareness and tracking study focusing on IT professional services and solutions.

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  • 1. Professional Services and Solutions 2013 Brand Tracking Study Abbreviated Summary | December 2013 Julie Schwartz, Senior Vice President, Research and Thought Leadership Dianne Kim, Research Associate
  • 2. www.itsma.com | BPS013AS | 2 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Abbreviated Summary In an increasingly crowded and highly competitive market for IT services and consulting, there is one brand awareness leader; yet the market remains fragmented with opportunity for contenders to gain ground. ITSMA has been of conducting the Professional Services Brand Tracking study for more than a decade, and continues to see US- and European-based companies continue to lead their offshore-centric peers. Note: This Abbreviated Summary highlights some of the significant findings from Professional Services and Solutions, 2013 Brand Tracking Study. A more in-depth analysis can be found in the full report.
  • 3. www.itsma.com | BPS013AS | 3 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. ITSMA’s Professional Services and Solutions, 2013 Brand Tracking Study helps services providers understand buyer attitudes and beliefs, their company’s brand equity, current and/or aspired market positions, and buyers’ perceptions of performance. While the 2013 study results reinforced the dominance of a few leading brands, it also revealed plenty of opportunities in the market. This sponsored research initiative represents the 13th iteration of ITSMA’s flagship brand awareness and tracking study focusing on professional services and solutions. www.itsma.com | BPS012AS | 3© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. ITSMA Brand Tracking Study | 2013 Professional Services and Solutions
  • 4. www.itsma.com | BPS013AS | 4 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Brand awareness. For the 13th year in a row, IBM tops the list for unaided awareness, with Accenture and HP gaining ground with the 2nd and 3rd spots, respectively. Deloitte’s unaided awareness increased considerably compared to last year, boosting it to the 4th spot. Unaided Awareness Note: Multiple responses allowed. Other includes companies mentioned only once. Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study IBM Accenture Hewlett-Packard Deloitte Dell Capgemini KPMG PricewaterhouseCoopers EY SAP CSC Microsoft Infosys Tata Consultancy Services Oracle HCL T-Systems Wipro Cognizant Atos McKinsey Boston Consulting Group Cisco BearingPoint Data3 EMC Dimension Data Which companies come to mind when you think of technology consulting and services? % of Respondents (N=466)
  • 5. www.itsma.com | BPS013AS | 5 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Market positioning. Most companies are strongly positioned as consultants; fewer as technology specialists.  IBM, HP, and CSC lead the group as software and application services providers, with a robust list of followers  IBM, Capgemini, HCL, and TCS are strongly positioned as outsourcing service providers  IBM and HP are leaders in IT security solutions  IBM shines as the leading cloud solution provider with only HP in the contender spot—this category offers an open field for most companies to improve positioning
  • 6. www.itsma.com | BPS013AS | 6 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Brand attribute importance. When selecting services providers, buyers focus on competing firms’ understanding of their business needs and ability to save them money while adding value Attribute Importance When you and your company are selecting a technology consulting and services provider, how important is it that this provider: Mean Rating (N~454) Dotted lines indicate “tiers” of importance based on statistical testing. Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study Understands your unique business needs Is able to save you money while also adding value Leverages technology to achieve your business goals, not just your IT objectives Is proactive in its approach to problem solving Has a proven track record backed by customer references from companies similar to yours Has deep knowledge of your industry or domain Is more of a trusted business partner than a vendor Regularly brings to market innovative solutions that drive better business results Uses data and analytics to optimize business processes Comes to the table with intellectual property (IP) in addition to talented people and experience Prices solutions based on business outcomes or "pay for results" Has expertise in the latest technologies such as cloud, mobile, social, and analytics 1 Not at all Important 7 Very Important
  • 7. www.itsma.com | BPS013AS | 7 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Perceptions of service provider performance. Companies with the best performance on the brand attributes that matter most to buyers include Accenture, IBM, EY, Deloitte, and KPMG. Among offshore-centric players, Cognizant is the top performer. Tweet This! Companies that perform best on brand attributes important to buyers: Accenture, Cognizant, IBM, EY, Deloitte, and KPMG.
  • 8. www.itsma.com | BPS013AS | 8 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Innovative Tools ITSMA relies on several innovative tools to help companies dig deeper into brand analysis and increase the impact of their brand research investments. ITSMA’s Brand Equity Index enables companies to construct a single overall score that integrates a variety of critical brand data points. The index allows companies to track changes in the brand strength over time, in addition to making competitive comparisons. Metrics incorporated in the Brand Equity Index include unaided awareness, aided awareness, preference, familiarity, and favorability. ITSMA’s Innovative Tools Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study Services Provider BEI Score Status Company A 58.7 Very Strong Company B 42.9 Company C 42.5 Company D 39.0 Strong Company E 37.4 Company F 36.3 Company G 35.6 Company H 35.5 Company I 34.1 Solid Company J 27.0 Building Company K 26.9 Company L 24.4 Company M 24.2 Company N 21.4 Company O 19.7 DefiningCompany P 18.0 Company Q 17.7 ITSMA Brand Equity Index is based on unaided awareness, aided awareness, top of mind firm, familiarity, and favorability. Based on the ITSMA Brand Equity Index (BEI) a market divide persists with the US- and European-based companies on top and the offshore-centric companies trailing behind
  • 9. www.itsma.com | BPS013AS | 9 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Delivers on time and on budget Is able to save you money while also adding value Has a proven track record backed by customer references from companies similar to yours Regularly brings to market innovative solutions that drive better business results ITSMA’s Brand Investment Matrix maps the attributes clients or prospects consider most important in a services provider against their assessment of the way companies are performing in those areas. Understanding priorities helps a company construct specific messages that resonate with the target audience, as well as focus marketing investments in the most efficient manner. Competitive Gap Analysis compares a company’s strengths and weaknesses relative to specific competitors. Source: ITSMA, 2013 ITSMA’s Innovative Tools ITSMA Brand Investment Matrix Gap Analysis: Company A vs. Company D Promote A Delivers on time and on budget B Is a consistent and reliable provider of services C Is accessible and responsive D Is able to save you money while also adding value E Works collaboratively with you Build & Emphasize F Is proactive in its approach to problem solving G Understands your business needs and objectives
  • 10. www.itsma.com | BPS013AS | 10 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Study Methodology Between September and November 2013, ITSMA completed telephone-based interviews in the US, the UK, France, Germany, Australia, and Brazil with 466 IT and business executives who either provide input into or authorize the purchase of IT professional services and solutions. The interviews were designed to assess the brand awareness, market positioning, and brand attribute performance of the major industry services providers and explore key market drivers. For the purposes of this study, ITSMA defines professional services as: Technology and/or related business services (such as consulting, systems integration or implementation, or outsourcing) valued at $100,000 or more. Countries Represented % of Respondents (N=466) Respondent Perspective % of Respondents (N=466) Role in Purchasing Professional Services % of Respondents (N=466) Source: ITSMA, Professional Services and Solutions, 2013 Brand Tracking Study US 41% UK 21% Germany 11% France 11% Australia 11% Brazil 6% IT 57% Business 43% Have input 52% Authorize spending (and have input) 48% Respondent Demographics
  • 11. www.itsma.com | BPS013AS | 11 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. 13 21 16 22 9 3 16 $100– 299M $300– 499M $500– 999M $1– 4.9B $5– 9.9B $10– 20B >$20B Study respondents all held director, vice president, or C-level positions and represented organizations in eight vertical markets with revenue or operating budgets ranging from $100 million to over $20 billion. Respondent Titles % of Respondents (N=466) Source: ITSMA, Professional Services and Solutions, 2013 Brand Tracking Study Organization Size Annual Revenue % of Respondents (N=466) Industry Sector % of Respondents (N=460) 39 17 12 32 Director/ Assistant VP VP/ Senior VP General Manager/ President CXO, such as CIO, CEO, or COO50% with $1B or more in annual revenue USD 18 15 12 12 12 11 10 5 5 1 Respondent Demographics Financial Services [Banking, Insurance (except healthcare), and investments] Manufacturing (other than consumer goods) Energy/Power/Utilities/Mining/Oil/Gas Healthcare (payer, provider, and benefits) Consumer Packaged Goods (CPG) Communications and Media Retail/Wholesale Pharmaceuticals/Life Sciences Government/Public Sector Other
  • 12. www.itsma.com | BPS013AS | 12 ITSMA Brand Tracking Study | 2013 Professional Services and Solutions © 2014 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Table of Contents for Professional Services and Solutions, 2013 Brand Tracking Study For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Email: jschwartz@itsma.com Phone: +1-781-862-8500, Ext. 112 Slide Executive Summary 4 Key Findings 5 Study Overview 17 Study Methodology 18 Respondent Demographics 19 Brand Equity 24 Top of Mind (Unaided) 25 Unaided Awareness 27 Aided Awareness 29 Overall Market Familiarity 30 Familiarity Among those Who Are Aware of Company 31 Favorability 32 Brand Equity Index 33 Market Positioning 37 Leaders and Contenders 38 Market Positioning 39 Brand Attribute Performance 42 Brand Attribute Importance 43 The Best Firms by Attribute 44 Brand Attribute Performance by Company 45 Additional Data 49 Factors Most Influential when Formulating the Shortlist 50 Willingness to Pay a Price Premium 51 Crosstabs 52 By Country 52 By Job Role 74 By Size of Company 94 By Region 114 By Vertical Market 134