Channel Satisfaction Survey 2014: IBM is the winner in 'X-86 server' category

IBM has regained its numero uno spot in the X-86 server category in the channel satisfaction survey in a competitive market with strong peers like HP and Dell. This was thanks to IBM beating them in most of the key parameters, especially those under product quality and after sales support.

The weightage patterns and ratings arrived at indicate that pricing and margins are not the only factors impacting the success of a server vendor. The market is maturing in these areas with a sharp focus on online eco-systems provided by vendors. Furthermore, as expected, marketing support and after-sales support have been given prominence, followed by commercial terms.

On individual parameters, IBM has been lauded by most channel partners for technological leadership of the products, training and certification programs it organized for partners as well as the presence of its online partner portal and its effectiveness. In fact, under the product quality parameters, IBM scored higher than competitors in all except in the price vs performance ratio.

While marketing support is a slightly weaker point for IBM especially when compared against HP and Dell, it scores highly even on after sales support and commercial support fronts. Partners swear by IBM's ability to provide satisfactory repair & replacement services, its promptness in stock replacement and its technical expertise to resolve problems. Also coming in for praise was IBM's transparency in commercial terms and policies and most importantly the profit margins it gives to partners.

High scores on commercial support enabled HP regain some lost grounds and come #2 this year. Partners were particularly happy with HP for its Consistency and effectiveness of communication with channel partners, promptness with which the schemes/incentive programs are communicated and flexibility in its commercial terms.

Dell's rise last year can be attributed to localized promotions and effective channel engagement initiatives including schemes, promos, and reward systems and product quality. Though it sliiped a bit this year, Dell, which has always been known for its marketing support, has scored considerably high in four parameters out of six nder marketing support. These parameters have been given high weightage by the channel partners.

Following close on Delll's heels, Sun Server has been well appreciated by partners in parameters like after sales support and commercial terms. After sales support is a key parameter, like commercial terms, and Sun Server has managed to gain a lot of ground in the above categories, especially in post-sales activities.