I have recently been writing about how various broadcast technology vendor brands were ranked in the 2009 Big Broadcast Survey (BBS)* on measures such as innovation, customer service, reliability and overall opinion.
For the most part, when I have discussed these results in previous posts I show the opinions of the all 4,000+ of BBS respondents, broken down globally and regionally in order to highlight geographic variation in opinions.
Of course this global list includes a wide variety of customer types such as broadcasters, systems integrators, cable/satellite/IPTV operators, government etc. As a result, one of the questions I am frequently asked is how a particular brand was ranked by a single customer type (e.g. broadcaster) or buying group (e.g. multiviewer buyers).
To address this question I decided to look at how one customer type – broadcasters – ranked broadcast technology vendors in one category – innovation.
Rather than showing a breakdown by geography, I thought it would be more interesting to show variation by organization size rather then geography.
For information about how these results were collected, please see the bottom of this post**.
The table below shows the top 5 brands in the broadcast technology vendor league table for innovation, as ranked by broadcasters, broken down by organization size. For the sake of comparison, I have also provided the global ranking (responses of all 4,000+ respondents from all organization types).
Please note that in all cases, these brands are shown in alphabetical order, NOT in the order of their ranking in the study
Question: How would you rate [Brand X] on the following attribute [Innovation] where 1 = very poor and 10 = best in the market?
To me, these results are pretty interesting for a number of reasons. Here are a few quick observations about them:
* There are total of 11 vendors on this list, and an interesting distribution of vendors
* Sony is the only broadcast technology vendor that ranked in the top 5 in all categories
* Apart from Sony, the breakdown of how often other vendors made the top five, including the global sample, (in alphabetical order) looks like this: Axon (1), Evertz (3), EVS (3), Miranda (2), Omneon (1), Quantel (1), Snell & Wilcox (4), Thomson / Grass Valley (3), Utah Scientific (1)
* Two of the companies that appear in the table above just once (Axon and Quantel) are seen as top five innovators by the largest broadcasters (those with 1,000+ employees)
* Two of the companies that appear in the table above just once (Network and Utah Scientific) are seen as top five innovators by the mid-sized broadcasters (those with 101-500 employees)
* There is an interesting distribution of vendors that were ranked as top 5 innovators by all broadcasters. For example both Evertz and Miranda are ranked in the top 5 overall by broadcasters. However when you look at broadcasters by organization size, Evertz appears in the 501-100 employee category, while Miranda is found in the 501-1000 employee category.
So does size matter? Larger broadcasters probably have significantly greater buying power than their smaller counterparts and a couple of contracts with a large broadcaster can be enormously valuable to a vendor. Having said that, very large broadcasters are few and far between. The bulk of broadcasters probably falls into the middle of the size range in terms of employees, and some very successful broadcast technology vendors (in terms of recent revenue growth) such as Evertz, Miranda and Omneon are best regarded by these mid-sized customers, while smaller vendors like Axon and Snell & Wilcox are highly regarded by the largest customers. Nevertheless it is important for vendors to understand how opinions about them vary among customers of different sizes as they plan their sales strategies.
* The annual Big Broadcast Survey (BBS) is the largest ever and most comprehensive studies of broadcast technology vendor brands and industry trends. The BBS provides insight into market trends and the perceptions of leading broadcast industry vendor brands by practitioners across the world. It also delivers vendor brand ranking in a variety of product categories; all of which can be segmented by geography and customer type.
** Respondents to the BBS were asked to rank their opinion of twenty-five broadcast technology vendor brands in a variety of categories including awareness; overall opinion; change of opinion; recommendation; and a variety of brand attributes and brand drivers such as innovation, reliability, quality and great customer service. The responses were then aggregated into a series of industry “league tables” that rank each broadcast technology vendor brand against the metrics mentioned above.