2018 Digital Transformation Brand Tracking Study

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. Study Highlights Specific highlights from the study include:

As companies across the global • Large and midsized enterprises in • Market leadership is less clear in North America, Europe, Australia, discrete digital transformation economy accelerate investments Brazil, and India have advanced solution areas such as AI and in digital transformation, service beyond the testing/piloting stage cognitive computing, cybersecurity, for digital transformation data analytics/big data, and process and solutions providers are consulting and solutions automation/robotics waging an intense competition • They are investing strategically, • Significant opportunity exists for for brand leadership in an changing their corporate those that invest further in building cultures, and a select few have their brands around digital related extremely crowded market. already transformed their services and solutions businesses models • ITSMA has been conducting Brand • Global solution providers have Tracking Studies for services and The 2018 Digital Transformation captured the digital transformation solution providers for nearly two Brand Tracking Study was mindshare decades sponsored by: • 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

ITSMA’s 2018 Digital Transformation Brand While the 2018 study results reinforced This sponsored research Tracking Study helps providers understand the dominance of the global brands, initiative represents the first the current status of digital transformation in it also revealed plenty of opportunities the marketplace, their company’s brand for brand improvement in the high growth, iteration of ITSMA’s brand equity and current market positioning, and digital market. tracking study focusing on buyers’ perceptions and ratings of provider digital transformation selection criteria. 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. www.itsma.com 3 Accenture 63.6 Brand Awareness. IBM Global Services/IBM 62.3 Cognizant 55.2 Large global players Deloitte 41.9 have captured the Wipro 40.4 Capgemini 39.9 digital transformation Tata Consultancy Services/TCS/TATA 38.6 HP/HPE/Hewlett-Packard 36.6 mindshare; few local/ EY/Ernst & Young 18.2 regional providers are Atos 16.9 PwC/PricewaterhouseCoopers 16.4 in the game. Infosys 12.0 KPMG 10.0 IBM and Accenture, the usual Microsoft 8.4 HCL 5.5 brand equity leaders, also rise to Dell/Dell EMC 5.5 the top for digital transformation; Google 4.2 Cognizant has captured the third Fujitsu 1.6 slot, nipping at their heals. SAP 1.3 Stonebranch 1.1 What firms come to mind that Amazon 0.7 provide digital transformation Deloitte, Wipro, Capgemini, TCS, McKinsey 0.7 solutions? and HP/HPE are also strong Protiviti 0.7 NTT DATA 0.4 % of respondents contenders. Genpact 0.4 Infor 0.4 (N=451) iTiZZiMO 0.4 Sherpany 0.4 Wavestone 0.4 Source: ITSMA, Digital Transformation Brand Other 4.9 Tracking Study, 2018 None 1.6

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

2018 Digital Transformation Brand Tracking Study Abbreviated Summary | DT001AS © 2018 ITSMA. All rights reserved. www.itsma.com 5 Brand Attribute Works collaboratively with you Perceptions of service provider performance. Importance. Is easy to work with, flexible, and responsive Buyers choose Companies with the best Understands your unique business needs providers that are performance on the brand collaborative, easy Has deep knowledge of your industry or domain attributes that matter most Clearly shows how they will support your company’s to buyers include Accenture, business goals to work with, and HP/HPE, IBM, HCL, PwC, Regularly brings to market innovative solutions that understand their provide competitive advantage and TCS. Challenges your thoughts and perceptions and then business needs proposes solutions that you might not have thought of Has a proven track record backed by customer references from companies like yours

When you and your company are Is proactive in its approach to problem solving selecting a digital transformation services provider, how important Knows how to successfully manage an ecosystem is it that the provider: of partners

Mean rating Is the low-cost provider (N=451) Acts more like a business partner than a vendor

Note: Mean rating based on a 7-point scale Has a strong, well-known brand where 1=not at all important and 7=very important. Source: ITSMA, Digital Transformation Not at all Mean Very Brand Tracking Study, 2018 important rating important

2018 Digital Transformation Brand Tracking Study Abbreviated Summary | DT001AS © 2018 ITSMA. All rights reserved. www.itsma.com 6 Innovative Tools ITSMA Brand Company BEI Status Company A 64.7 ITSMA relies on several innovative Equity Index Company B 64.0 Very Strong tools to help companies dig deeper is based on Company C 58.4 into brand analysis and increase the unaided awareness, Company D impact of their brand research aided awareness, 54.5 investments. top of mind firm, Company E 54.1 ITSMA’s Brand Equity Index familiarity, and Company F 53.8 Strong enables companies to construct a favorability. Company G 53.8 single, overall score that integrates a Company H 52.9 variety of critical brand data points. Company I 44.8 The index allows companies to track Solid changes in the brand strength over Company J 44.2 time, in addition to making Company K 39.3 competitive comparisons. Metrics Company L 39.1 Building incorporated in the Brand Equity 36.1 Index include unaided awareness, Company M aided awareness, preference, Company N 29.4 Defining familiarity, and favorability. Company O 28.1

2018 Digital Transformation Brand Tracking Study Abbreviated Summary | DT001AS © 2018 ITSMA. All rights reserved. www.itsma.com 7 Innovative Tools ITSMA Brand Investment Matrix Promote A Works collaboratively with you B Is easy to work with, flexible and responsive ITSMA’s Brand Investment C Understands your unique business needs D Has deep knowledge of your industry or domain Matrix E Clearly shows how they will support your company’s business goals Regularly brings to market innovative solutions that provide competitive F maps the attributes clients or advantage Challenges my thoughts and perceptions and then proposes solutions G that I might not have thought of prospects consider most important Has a proven track record backed by customer references from H companies like yours in a services provider against their I Is proactive in its approach to problem solving J Knows how to successfully manage an ecosystem of partners assessment of the way companies Maintain K Is the low-cost provider are performing in those areas. L Acts more like a business partner than a vendor M Has a strong, well-known brand Understanding priorities helps a company construct specific Company A Attribute Performance by Client Status

messages that resonate with the How well do the following describe Company A? Mean Rating All Respondents Company A Client Company A Non-client target audience, as well as focus Works collaboratively with you 5.8 5.6 5.9 Has deep knowledge of your industry or domain 5.8 5.5* 5.9* marketing investments in the most Challenges my thoughts and perceptions and then proposes solutions that I might not have thought of 5.7 5.6* 5.8* Has a strong, well-known brand 5.7 5.5* 5.8* efficient manner. Clearly shows how they will support your company’s business goals 5.7 5.5* 5.8* Is easy to work with, flexible and responsive 5.7 5.6 5.8 Understands your unique business needs 5.7 5.4* 5.8* Client Analysis Knows how to successfully manage an ecosystem of partners 5.7 5.4* 5.8* Regularly brings to market innovative solutions that provide competitive advantage 5.7 5.5* 5.8* compares the perceptions of clients Acts more like a business partner than a vendor 5.7 5.4* 5.8* Is the low-cost provider 5.7 5.4* 5.8* who have actual experience with the Has a proven track record backed by customer references from companies like yours 5.6 5.3* 5.8* Is proactive in its approach to problem solving 5.6 5.3* 5.8* company to those of non-clients. 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, 2018

2018 Digital Transformation Brand Tracking Study Abbreviated Summary | DT001AS © 2018 ITSMA. All rights reserved. www.itsma.com 8 Study Methodology ITSMA Analyzed the Data Five Ways By Job • IT Role Business For the purposes of this study, ITSMA defines digital • transformation solutions as: By Size of • $300–999M USD Company • >=$1B USD Investments in new technology, business models, and processes to drive value, improve customer relationships, By Region • North America • Europe and compete more effectively in the digital economy. • Other By Vertical • Financial services ITSMA interviewed, via telephone, business and Market • Manufacturing 451 IT executives during April–June 2018 • Communications, media, entertainment • Government/public sector • Healthcare delivery 19 countries/4 regions: Senior-level • Retail/wholesale • US • Belux executives: • Energy, mining, and utilities • Canada (Belgium, • Director/Assistant VP By Country • US • Belux • UK Luxembourg) • VP/Senior VP/Head • Canada (Belgium, • France • Netherlands • President/CXO • UK Luxembourg) • Germany • Italy • France • Netherlands • Switzerland • India • Germany • Italy • Austria • Australia • Switzerland • India • Nordics (Sweden, • Brazil • Austria • Australia Finland, Denmark, • Nordics (Sweden, Finland, • Brazil Norway, Iceland) Denmark, Norway, Iceland)

2018 Digital Transformation Brand Tracking Study Abbreviated Summary | DT001AS © 2018 ITSMA. All rights reserved. www.itsma.com 9 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 The full report is available for sale at member and non-member prices. Brand Attribute Performance 42 https://www.itsma.com/research/positioning-for-digital-leadership- Brand Attribute Importance 43 Brand Attribute Leaders 44 2018-digital-transformation-brand-tracking-study Brand Attribute Performance by Company 45 Additional Data 49 Source of Loyalty 50 Digital Transformation Objectives Importance 51 For more information Digital Transformation Challenges 52 Julie Schwartz Crosstabs 53 By Region 53 Senior Vice President By Job Role 70 Research and Thought Leadership By Size of Company 86 ITSMA By Industry 102 [email protected] By Country 119 +1 781 862 8500, x112

2018 Digital Transformation Brand Tracking Study Abbreviated Summary | DT001AS © 2018 ITSMA. All rights reserved. www.itsma.com 10 Member Non-member Positioning for STUDY ORDER FORM Fee Fee Digital Leadership: Global Study US, Canada, UK, France, Germany,  $50,000  $60,000 Switzerland, Austria, Nordics (Sweden, Finland, Denmark,  €42,900  €51,500 2018 Digital Transformation Norway, Iceland), Belux (Belgium, Luxembourg), Brand Tracking Study Netherlands, Italy, India, Australia, Brazil) Optional web or in-person briefing  $5,000  $7,500  €4,300  €6,500

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