This IDC study provides an analysis of Canadian brand perceptions on server vendors for 2011. Brand awareness was measured, along with perceptions of customers, against 11 criteria used for evaluating vendors when purchasing servers. The customers were also studied in terms of their company size, geographical location in Canada, and industry. The purpose of the study was to discover:
- What criteria customers are using to purchase servers
- How Cisco, Dell, HP, IBM, and Oracle-Sun each measures up against these top buying criteria
This is a companion study of two others on storage and networking brand perceptions.
"As growth in the server market slows in 2012 over 2011, it is critical vendors align marketing and sales execution with how their customers and prospects view their server offerings. Take a longer-term perspective to your brand strategy, with multiple dimensions in mind such as top buying criteria, how your brand is viewed, how your competitors are viewed, your ability to change buying criteria/perceptions, and a segmented approach." — Marlene Graham, analyst, Infrastructure Solutions Group, IDC Canada.