Reports CTRM Vendor Perceptions 2018 | Page 24

CTRM Vendor Perceptions 2018
A ComTechAdvisory Report
SUMMARY
The ComTech vendor perception survey is a backward facing view of relative brand strength
and perceptions across the industry. Although the number of responses was slightly down
over 2016, the demographics were broadly similar and 60% of the valid respondents were
end users. While the same larger vendors (namely ION OpenLink, Allegro, FIS, Brady PLC, and
Eka) largely dominate brand awareness, we do see more smaller, cloud-based vendors getting
increasingly mentioned – a trend we expect to see continue in future years. In particular, ION
Aspect has gained in brand awareness and leadership perceptions over past surveys and, given
their above market rates of sales success in recent years, we do expect that brand to continue
to develop strength.
The key buying criteria tested in this survey remain
broadly consistent with previous surveys, though the
greater cost consciousness of buyers, and a progres-
sive shift to the cloud appear to have started to have
an impact on those criteria in this survey.
With recent acquisitions, particularly those by ION,
just a few vendors now have much of the name rec-
ognition in the sector. However, the current environ-
ment and technology trends in particular do suggest
that the overall CTRM landscape is set to change.
While more acquisitions are expected, the shift to the
cloud and a trend away from large monolithic solu-
tions towards ecosystems comprised of multiple spe-
cialized solutions is likely to disrupt the landscape of
vendors in the future. ComTech does expect some
market share to be picked-up by smaller vendors of
specialized products over the next few years, but how
much of an impact this has on the larger vendors re-
mains to be seen. As can be readily seen in this sur-
vey, the combined brand ‘clout’ of ION Openlink, ION
TriplePoint and ION Aspect is pervasive. The future
strategy of ION and its ability to solidify these acquisi-
tions will dictate to some extent whether this remains
the status quo .
© Commodity Technology Advisory LLC, 2018, All Rights Reserved.
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