Growth through winning new clients – BT and Orange Business Services predicted to outperform rivals
Nov 8, 2013
Study finds that the global data VPN offerings, as supplied by BT and Orange Business Services, are the ones most likely to be considered by multi-national corporations in buying process.
Ocean82 announces today the results of its study on global brand following the recent publication of the Ocean82 Client-Win Score league table of major service providers. The league table predicts which service providers are most likely to be considered and which are less likely to be considered, by multi-national corporations, when buyers are seeking to purchase data VPN connectivity globally. A major global brand survey of buyers of IT networked services underpins the analysis which combines data collected on brand awareness and brand appeal to produce an index known as the Ocean82 Client-Win Score.
BT’s Client-Win Score is 81 and Orange Business Services is 79, compared to an industry standard of 75. A basket of global operators were compared and only BT and Orange Business Services scored well enough to occupy the top quadrant of the brand matrix that predicts likely market penetration for data VPN services.
“The highly competitive market place and price pressures from buyers with tight budgets means that brand plays and increasingly important role in influencing the choice of suppliers invited to bid for contracts.” Concludes Janet Watkin, CEO of Ocean82. "The challenge is not to be seen as a commodity provider, where price becomes the deciding factor. Global brand awareness must be high and likeability also to obtain a successful brand rating. A successful brand rating is likely to result in an invitation to tender at those times buyers are looking to renew, upgrade or change technologies or try new services.”