A ComTechAdvisory Report
2020 CTRM VENDOR PERCEPTION SURVEY AND ANALYSIS
SUMMARY The 2020 VPS provides many interesting data points around vendor brand strength and perceptions of leadership. From a historical perspective, it seems many more brands are more widely known in 2020 than in the past, and the dominance of the better-known brands does seem to have weakened somewhat. It is also apparent that in almost every category, the users see no real, dominant leader instead pointing to ‘None’ much of the time. Though this is perhaps not surprising as the market for CTRM products is very diverse, there does seem to be an opportunity for any number of companies to build brand leadership dominance in a range of commodities or market regions. This year’s survey also suggests that big does not necessarily equal leader. Ion does, of course, enjoy the largest mindshare but not the dominance its size
may initially suggest. In part, this is likely due to the technology shift we’ve seen where more companies are deploying smaller scale cloud and web-enabled CTRM. In the end, this is just a survey of many individual perceptions and it is possible to push the analysis too far and read into the results conclusions that may or may not be valid. Though we gathered a larger and more global response in this latest survey, it should be remembered that this survey and analysis does rely on but a small subset of total users and influencers and, as such, may not be statistically rigorous, particularly as that term would apply for many of the niche categories where the responses of “none” or “don’t know” dominate with 50% or more and no vendor achieved any real separation over the others in that category.
© Commodity Technology Advisory LLC, 2020, All Rights Reserved.
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