Positioning for Digital Leadership:

Transcription

1 ABBREVIATED SUMMARY Positioning for Digital Leadership: 2018 Digital Transformation Brand Tracking Study Julie Schwartz Senior Vice President, Research and Thought Leadership, ITSMA Donna Thach Manager, Research, ITSMA Note: This Abbreviated Summary highlights some of the significant findings from ITSMA s 2018 Digital Transformation Brand Tracking Study. A more in-depth analysis can be found in the full report.

2 Study Highlights Specific highlights from the study include: As companies across the global economy accelerate investments in digital transformation, service and solutions providers are waging an intense competition for brand leadership in an extremely crowded market. The 2018 Digital Transformation Brand Tracking Study was sponsored by: Large and midsized enterprises in North America, Europe, Australia, Brazil, and India have advanced beyond the testing/piloting stage for digital transformation consulting and solutions They are investing strategically, changing their corporate cultures, and a select few have already transformed their businesses models Global solution providers have captured the digital transformation mindshare IBM, Accenture, and Cognizant have risen to the top, but a select group of additional providers are strong contenders Few regional and local players have staked out a strong position Market leadership is less clear in discrete digital transformation solution areas such as AI and cognitive computing, cybersecurity, data analytics/big data, and process automation/robotics Significant opportunity exists for those that invest further in building their brands around digital related services and solutions ITSMA has been conducting Brand Tracking Studies for services and solution providers for nearly two decades 2018 Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 2

3 Overview ITSMA s 2018 Digital Transformation Brand Tracking Study helps providers understand the current status of digital transformation in the marketplace, their company s brand equity and current market positioning, and buyers perceptions and ratings of provider selection criteria. While the 2018 study results reinforced the dominance of the global brands, it also revealed plenty of opportunities for brand improvement in the high growth, digital market. This sponsored research initiative represents the first iteration of ITSMA s brand tracking study focusing on digital transformation services and solutions. Planning for the 2019 study will begin in January. Don t miss out! 2018 Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 3

4 Brand Awareness. Large global players have captured the digital transformation mindshare; few local/ regional providers are in the game. IBM and Accenture, the usual brand equity leaders, also rise to the top for digital transformation; Cognizant has captured the third slot, nipping at their heals. Deloitte, Wipro, Capgemini, TCS, and HP/HPE are also strong contenders. Source: ITSMA, Digital Transformation Brand Tracking Study, 2018 Accenture IBM Global Services/IBM Cognizant Deloitte Wipro Capgemini Tata Consultancy Services/TCS/TATA HP/HPE/Hewlett-Packard EY/Ernst & Young Atos PwC/PricewaterhouseCoopers Infosys KPMG Microsoft HCL Dell/Dell EMC Google Fujitsu SAP Stonebranch Amazon McKinsey Protiviti NTT DATA Genpact Infor itizzimo Sherpany Wavestone Other None What firms come to mind that provide digital transformation solutions? % of respondents (N=451) 2018 Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 4

5 Market Positioning Consulting vs. Execution The traditional market divide persists between: Heritage consulting firms that are better known for solving business problems and transforming operational models Technology services providers that are better known for executing via services, such as application development and technical support But, four providers are positioned to offer end-to-end transformation services: Accenture, Atos, IBM, and Infosys Digital Transformation Solutions Seven companies have established a leadership position for digital workplace/mobility and collaboration solutions Two companies have established themselves as leaders in IT modernization and cloud services Although there are many contenders, none have established leadership positions in: Artificial intelligence and cognitive computing Cybersecurity Data analytics/big data Process automation/robotics 2018 Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 5

6 Brand Attribute Importance. Buyers choose providers that are collaborative, easy to work with, and understand their business needs When you and your company are selecting a digital transformation services provider, how important is it that the provider: Mean rating (N=451) Works collaboratively with you Is easy to work with, flexible, and responsive Understands your unique business needs Has deep knowledge of your industry or domain Clearly shows how they will support your company s business goals Regularly brings to market innovative solutions that provide competitive advantage Challenges your thoughts and perceptions and then proposes solutions that you might not have thought of Has a proven track record backed by customer references from companies like yours Is proactive in its approach to problem solving Knows how to successfully manage an ecosystem of partners Is the low-cost provider Acts more like a business partner than a vendor Perceptions of service provider performance. Companies with the best performance on the brand attributes that matter most to buyers include Accenture, HP/HPE, IBM, HCL, PwC, and TCS. Note: Mean rating based on a 7-point scale where 1=not at all important and 7=very important. Source: ITSMA, Digital Transformation Brand Tracking Study, 2018 Has a strong, well-known brand Not at all important Mean rating Very important 2018 Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 6

7 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 Brand Equity Index is based on unaided awareness, aided awareness, top of mind firm, familiarity, and favorability. Company BEI Status Company A 64.7 Company B 64.0 Very Strong Company C 58.4 Company D 54.5 Company E 54.1 Company F 53.8 Strong Company G 53.8 Company H 52.9 Company I 44.8 Company J 44.2 Solid Company K 39.3 Company L 39.1 Building Company M 36.1 Company N 29.4 Company O 28.1 Defining 2018 Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 7

8 Innovative Tools ITSMA Brand Investment Matrix Promote 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. Client Analysis compares the perceptions of clients who have actual experience with the company to those of non-clients. Company A Attribute Performance by Client Status A B C D E F G H I J Maintain K L M Works collaboratively with you Is easy to work with, flexible and responsive Understands your unique business needs Has deep knowledge of your industry or domain Clearly shows how they will support your company s business goals Regularly brings to market innovative solutions that provide competitive advantage Challenges my thoughts and perceptions and then proposes solutions that I might not have thought of Has a proven track record backed by customer references from companies like yours Is proactive in its approach to problem solving Knows how to successfully manage an ecosystem of partners Is the low-cost provider Acts more like a business partner than a vendor Has a strong, well-known brand How well do the following describe Company A? Mean Rating All Respondents Company A Client Company A Non-client Works collaboratively with you Has deep knowledge of your industry or domain * 5.9* Challenges my thoughts and perceptions and then proposes solutions that I might not have thought of * 5.8* Has a strong, well-known brand * 5.8* Clearly shows how they will support your company s business goals * 5.8* Is easy to work with, flexible and responsive Understands your unique business needs * 5.8* Knows how to successfully manage an ecosystem of partners * 5.8* Regularly brings to market innovative solutions that provide competitive advantage * 5.8* Acts more like a business partner than a vendor * 5.8* Is the low-cost provider * 5.8* Has a proven track record backed by customer references from companies like yours * 5.8* Is proactive in its approach to problem solving * 5.8* Note: Mean rating based on a scale of 1 to 7, where 1 is not at all well and 7 is very well. Table includes all respondents selected to rate Company A. * Indicates a statistically significant difference. Source: ITSMA, Digital Transformation Brand Tracking Study, Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 8

9 Study Methodology For the purposes of this study, ITSMA defines digital transformation solutions as: Investments in new technology, business models, and processes to drive value, improve customer relationships, and compete more effectively in the digital economy. 451 ITSMA interviewed, via telephone, business and IT executives during April June countries/4 regions: Senior-level executives: US Canada UK France Germany Switzerland Austria Nordics (Sweden, Finland, Denmark, Norway, Iceland) Belux (Belgium, Luxembourg) Netherlands Italy India Australia Brazil Director/Assistant VP VP/Senior VP/Head President/CXO ITSMA Analyzed the Data Five Ways By Job Role By Size of Company By Region By Vertical Market By Country IT Business $ M USD >=$1B USD North America Europe Other Financial services Manufacturing Communications, media, entertainment Government/public sector Healthcare delivery Retail/wholesale Energy, mining, and utilities US Canada UK France Germany Switzerland Austria Nordics (Sweden, Finland, Denmark, Norway, Iceland) Belux (Belgium, Luxembourg) Netherlands Italy India Australia Brazil 2018 Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 9

10 Want to learn more? Here s what is included in the full study: Page Executive Summary 3 Key Findings 4 Study Overview 16 Study Methodology 17 Respondent Demographics 20 Brand Equity 25 Top of Mind (Unaided) 26 Unaided Awareness 27 Aided Awareness 28 Overall Market Familiarity 29 Familiarity Among Those Who Are Aware of Company 30 Favorability 31 ITSMA 2018 Brand Equity Index 32 Market Positioning 35 Market Positioning: Leaders and Contenders 37 Brand Attribute Performance 42 Brand Attribute Importance 43 Brand Attribute Leaders 44 Brand Attribute Performance by Company 45 Additional Data 49 Source of Loyalty 50 Digital Transformation Objectives Importance 51 Digital Transformation Challenges 52 Crosstabs 53 By Region 53 By Job Role 70 By Size of Company 86 By Industry 102 By Country 119 The full report is available for sale at member and non-member prices digital-transformation-brand-tracking-study For more information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA jschwartz@itsma.com , x Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 10

11 Positioning for Digital Leadership: 2018 Digital Transformation Brand Tracking Study STUDY ORDER FORM Global Study US, Canada, UK, France, Germany, Switzerland, Austria, Nordics (Sweden, Finland, Denmark, Norway, Iceland), Belux (Belgium, Luxembourg), Netherlands, Italy, India, Australia, Brazil) Member Fee $50,000 42,900 Optional web or in-person briefing $5,000 4,300 Non-member Fee $60,000 51,500 $7,500 6,500 AUTHORIZATION Name Company Phone Title Dept/Division Fax Signature Date BILLING INFORMATION Accounts Payable Contact Address Mail Stop PAYMENT * (DUE UPON RECEIPT) City State Zip Code Country Phone Fax Authorized Purchase Order (Purchase Order # ) Check Enclosed Payable to ITSMA in $US (ITSMA Tax ID ) Wire Transfer (contact ITSMA Accounting for details accounting@itsma.com ) *If registered in Europe, a VAT number is required. Please inform ITSMA if reverse charging applies Digital Transformation Brand Tracking Study Abbreviated Summary DT001AS 2018 ITSMA. All rights reserved. 11