Reports 2016 Vendor Perception Report | Page 28

2016 CTRM Vendor Perceptions Study

Leadership Trends
By taking data from previous Vendor Perception studies from both ComTech and CommodityPoint, we can
examine trends over the last several years. Figure 26 shows brand recognition for several of the major vendors
for which we have historical data. At first sight, it seems as if the overall brand perception of the top vendors has
declined but this is more likely due to an increasing sample size over time that has also become significantly
more geographically diverse. It is interesting however to note certain trends.
Firstly, OpenLink has managed to maintain its’ overall perceived market leadership for some time now but it is
locked in something of a battle with Allegro. Triple Point’s brand strength has declined steadily and continues to
decline post the ION acquisition. The FIS/SunGard brand has also steadily declined in part due to its lack of
products outside of energy as our samples have included a greater proportion of non-energy commodity players
over the several surveys.
Figure 26 - Brand Awareness Through Time

90%
80%
70%

Murex

60%

Amphora
OATI

50%

EKA

40%

Brady
FIS/SunGard

30%

Triple Point

20%

Allegro

10%

OpenLink

0%

2009

2011

2013

2015

At the same time, the brand strength of Brady and EKA have both steadily increased and the increase in Brady’s
brand strength over the last two years is significant. Many other vendors have maintained a steady brand
awareness over the years except for Murex whose brand is declining quite rapidly. Meanwhile, Amphora has
experienced a turn around in its fortunes and its brand awareness has increased over the last two years.

© 2016 Commodity Technology Advisory LLC

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