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Understanding Perceptions of IT vendors (Customer Focus)
Datamonitor, March 2008, Pages: 17
Vendors can benefit greatly from understanding prospective customers evaluation of IT selection criteria and vendor reputation. This brief discusses the assessment of vendor reputation and IT solution selection criteria provided by 800 IT managers interviewed during 2006 as a part of The Technology Trends Service.
Scope
- Compares the average rating of nine IT selection criteria across ten vertical markets and five enterprise size bands.
- Assesses the relative importance of technical and strategic selection criteria.
- Analyses vendor mindshare in eight principal technology markets.
- Explains the market dynamics behind the mindshare fragmentation in eight principal technology markets.
Highlights of this title
The average rating of technical and strategic selection criteria is closely matched. A successful vendor offering should combine technical, financial and support features in one attractive package. Although solution preferences do vary between market segments, criteria ratings are broadly similar.
A comparative analysis of mindshare fragmentation within a technology market reveals the principal market dynamics within a market. Two principal market fragmentation parameters, monopoly tendency and market fragmentation, can be used to classify market forms into four types, each implying specific market conditions and competitor behaviour.
The mindshare fragmentation pattern of most technology markets explored qualifies them as oligopolies, highly consolidated and competitive market forms. Other market forms are discernible as well, namely monopolies and duopolies, particularly prominent in less mature technology markets.
Key reasons to purchase this title
- Refine your market approach by appreciating prospective clients rating of IT selection criteria in terms of their importance.
- Improve market positioning through a comparative overview of market mindshare fragmentation across eight principal technology markets.
- Understand and adapt to the competitive landscape in various technology markets.
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