Vanson Bourne Case Study: NTT

409 views

Published on

Case Study on recent technology market research work done for NTT.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
409
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Vanson Bourne Case Study: NTT

  1. 1. www.vansonbourne.com case.study NTT Com Security’s ‘Who’s Who’ of Cloud from Vanson Bourne global research Information security and risk management specialist NTT Com Security – formerly Integralis – wanted to extend its world-wide reputation for assisting clients in strategic choices for risk-managed Cloud computing services. Its global management team has derived strategic insights and added value from a Vanson Bourne research programme, strengthening NTT Com Security’s ability to analyse Cloud computing trends. Headline research facts were also delivered in the form of Cloud’-themed infographics. “Our Cloud computing study has shown real insights into the market dynamics of Cloud adoption and firms’ risk tolerance when innovating in IT. The research has been well received by the different geographical regions and provided vital trends information for local media.” Gavin Bradbury, Senior Vice President, Global Marketing, NTT Com Security Research Solution: Media Relations, Thought Leadership Research Scope: 700 IT executives; 7 countries 1 | Vanson Bourne - NTT Com Security Research Methodology: Telephone and Online interviews
  2. 2. Objective: new insight into Cloud Information security and risk management specialist NTT Com Security – formerly Integralis – wanted to extend its world-wide reputation for assisting clients in the strategic choices for risk-managed Cloud computing services. Company management teams had already identified separate, but related, global and local strategic communications objectives to help realise this goal. These were: • To define globally, the varying nature of enterprise Cloud computing uptake, primarily by infrastructure type and key information security characteristics • NTT Com Security’s country management teams were broadly familiar with Cloud use preferences across their different operating regions: in essence, these were on-premise, managed services and full Cloud platforms. Now the senior NTT Com Security marketing team wanted to test these assumptions using deeper region-by-region research, inspired by the killer question: if you planned a Cloud implementation, what would be the barriers? Corporate risk tolerance thus became the touchstone for NTT Com Security’s global-level research that could provide a platform for next stage corporate communications and positioning activity. To provide a local market perspective on corporate IT users’ tactical considerations when planning Cloud deployments, country-by-country, including corporate attitudes to risk, security needs and views on Cloud models’ advantages/drawbacks. Collaboration delivers research strategy Research recommendations Senior NTT Com Security’s marketers met the Vanson Bourne team face-to-face to establish a core research framework. Through collaborative sessions, survey specification and questionnaire testing, NTT Com Security and Vanson Bourne agreed on a survey methodology for interviewing senior-level IT professionals in 700 enterprises across the Americas, EMEA and Asia-Pac regions. The survey scope included public sector bodies as well as private enterprises. It also reached across the financial services, health care, utilities, retail, pharmaceuticals, telecommunications and petrochemicals sectors. As well as collating all data, Vanson Bourne separately weighted the response data to determine Cloud adoption ‘types’. Execution and analysis After research interviews were completed, Vanson Bourne provided a first stage data report as well as full interpretation of findings, sharing key insights with NTT Com Security marketers through several presentation sessions. At NTT Com Security’s request, Vanson Bourne then provided in-depth analysis through an extensive white paper, based on the cloud persona typologies uncovered in the research. Vanson Bourne’s delivery of top-level and tailored insights paved the way for communication of the research in different formats: white paper insights were circulated to NTT Com Security’s regional PR consultancies for use in media announcements and industry talking points. Meanwhile, ‘headline’ research facts were delivered to the company’s other local creative agencies for the development of survey motifs and ‘Who’s Who in Cloud’-themed infographics. Research Solution: Media Relations, Thought Leadership Research Scope: 700 IT executives; 7 countries 2 | Vanson Bourne - NTT Com Security Research Methodology: Telephone and Online interviews
  3. 3. Gavin Bradbury Senior Vice President, Global Marketing, NTT Com Security “We like Vanson Bourne’s collaborative approach to research. Its teams built on our original hypothesis on Cloud uptake and guided us and showed us wider possibilities. Their researchers are always looking to add value.” From Cloud ‘controllers’ to ‘embracers’ NTT Com Security’s research programme has provided a near world-wide overview of Cloud adoption, with a spectrum of five Cloud infrastructure ‘types’ clearly discernible. The ‘Who’s Who’ customer typology, based on respondents’ different levels of risk tolerance, comprises: • • • • • Risk-averse ‘controllers’ wanting their own on-premise technology infrastructures Less cautious ‘accepters’; Cloud is used but isn’t yet central to strategy ‘Experimenters’ who are likely to move most services into the Cloud ‘Believers’ – where Cloud is critical to new services ‘Embracers’ who are running dynamic operations in most, if not all, departments. NTT Com Security’s management teams now have a global evidence base for analysing and validating its regional view of Cloud usage as the methodology has highlighted different trends and differing customer preferences. Global insight and news platform NTT Com Security’s global management team has derived strategic insights and added value from the research programme, strengthening its ability to authoritatively analyse regional Cloud computing trends and customer preferences. The market insights and the ‘Who’s Who’ typology have been used in a number of executive keynote presentations world-wide. The company has strengthened its global market position by creating a content-rich and multi-faceted market communications and thought leadership platform. This featured heavy localised media coverage and widely shared infographic and white paper content on the study’s global and country-level findings, across NTT Com Security’s Asia-Pacific, North America and EMEA operating regions. About NTT Com Security NTT Com Security (formerly Integralis) is a global information security and risk management organisation, which delivers a portfolio of managed security, business infrastructure, consulting and technology integration services through its WideAngle brand. NTT Com Security helps organizations lower their IT costs and increase the depth of IT security protection, risk management, compliance and service availability. About Vanson Bourne Vanson Bourne is an independent and specialist market research provider for the global technology sector. We have a demonstrable track record of helping our clients better understand and communicate more effectively in their target markets, providing market research with real statistical rigour. Our expertise in sampling, design and assured project management combine with informed data insights and market context to deliver highly effective technology marketing. More information can be found at  www.vansonbourne.com Research Solution: Media Relations, Thought Leadership Research Scope: 700 IT executives; 7 countries 3 | Vanson Bourne - NTT Com Security Research Methodology: Telephone and Online interviews

×