Telemark Services Ltd, Manchester, UK announced today the publication of its first ever strategic advantage Scoreboard that compares twenty four ICT Service Providers by calculating a single number, per provider, to reflect their relative perceived success in ICT strategic positioning. This percentage published alongside the name of each of the ICT Service Providers within the Scoreboard, is known as the Strategic Positioning Score. The Scoreboard showed SAP ranked top with a Strategic Positioning Score of 92.4% and Telecom Italia ranked bottom with a score of 47.0%.
Telemark's January 2009 Octopus (Outperforming Competitors to Predict User Steadfastness) report, which contains the strategic advantage Scoreboard and the ICT Crystal Ball, a matrix that positions ICT providers according to their likelihood of sustaining competitive advantage in the future, combines an analysis of the customer service experience with declared intent of buyers to purchase. The data was collected from telephone interviews with 1023 end-users of ICT products and services during 2008. In total 17,899 points of data were analysed to calculate the strategic positioning scores.
"It is hoped that the Scoreboard will emerge as the defacto comparative table used to predict sustainable competitive advantage", said Janet Watkin, Director of Telemark. "Even in these credit crunch times it is reassuring to know that suppliers committed to customers gives rise to customers committed to suppliers. During difficult times, when buyers choose more carefully, their past experiences, attitude to risk, feelings of entrapment and declared future purchase intent provide insights into which ICT suppliers are likely to thrive and which ones are likely to dive in such uncertain times".
The higher the Strategic Positioning Score the higher the predicted future competitive advantage. The score is calculated by plotting the Overall Customer Satisfaction Index against the Organic Growth Index and measuring the distance from the optimal point in Telemark’s Crystal Ball. ICT Providers subdivide into traditional categories: Software Providers; Hardware Providers; and Telecoms Service Providers. Among hardware providers Cisco polled top position, scoring, 90.2% and among the Telecoms Service Providers Orange Business Services came top scoring 76.2%. The baseline score for sustainable competitive advantage is 75.0%. Of the 24 ICT Service Providers measured 17 fall below this minimum threshold. The 100% threshold represents an optimal score.
About Telemark Services
Telemark is an established marketing services firm offering research, consultancy, publications and online user driven buyers guides. It has proven expertise in measuring the customer service experience. Telemark is known for its track record in the analysis of competitive positioning, benchmarking, time trend, demand estimates, branding, tariffs, and business strategy, exclusively within the telecommunications and IT sectors. With an experienced and committed team it has experience in 30 countries and 10 languages often making it the first-choice supplier for many organisations with a requirement for international market research and analysis covering emerging technologies such as MPLS, VoIP, convergence and hosting applications. For more information, please visit www.telemarkservices.com or email info telemarkservices.com.
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