This is the seventh in a series of articles about some of the findings from the 2011 Big Broadcast Survey (BBS), a global study of broadcast industry trends, technology purchasing plans, and benchmarking of broadcast technology vendor brands. More than 8,000 people in 100+ countries took part in the 2011 BBS, making it the largest and most comprehensive market study ever done in the broadcast industry.
Each year, as part of the Big Broadcast Survey (BBS), we ask broadcast professionals worldwide to rank a variety of technology vendor brands on a wide range of metrics. We use this information to create a series of reports, which through benchmarking and industry “league tables” enable each vendors to understand its position in the market relative to their the industry as a whole as well as their direct competitors.
In previous articles we wrote about the 2011 BBS Overall Brand Opinion League Table, the 2011 BBS Net Change in Overall Opinion League Table, and the 2011 BBS Brand Opinion Leaders League Table.
This post looks at one of the most important metrics for any technology company – innovation.
The product side of the film & broadcast industry is driven by technology and innovation. All vendors spend heavily on research and development in order to create advanced technologies that make their products stand out from the competition. Thus innovation is a very important component of the brand image and reputation of vendors in this space.
To find out which broadcast technology vendors are considered to be most highly regarded in terms of innovation, respondents were asked to rank broadcast technology vendor brands for “Innovation” on a scale of 1-10 – with 10 being best in the market, and 1 being worst in the market. The top 30 ranked brands for innovation are shown below for the global sample of all respondents.
Please note that these results are shown in alphabetical order, NOT in the order in which they were ranked in the study.
2011 BBS Innovation League Table:
There are a wide variety of companies on this list, including large and small firms; single product and multi-product firms; global and regional players; and audio and video technology providers.
Let’s look specifically at the how these companies and their products were ranked in the 2011 BBS, beginning with products and technology.
As shown in the chart below, these companies make products in 23 of the 26 product categories that we covered in the 2011 BBS.
The top products for brand leaders are split between audio and video – with microphones, signal processing and video transport each appearing five times.
2011 BBS Innovation League Table — Frequency of Product Categories:
The 2011 BBS Innovation League Table is split fairly evenly between audio and video companies. There’s also a healthy mix of hardware versus software products represented on this list.
Does company size play a role in innovation? Larger companies offer more products and are consequently used in more places than their smaller counterparts. But this does not necessarily translate into innovation.
As shown below, innovative products are produced by both small focused companies, as well as by larger multi-product vendors.
Let’s look at the number of product categories that each of these brands produces (as defined by the segmentation used in the 2011 BBS).
The table below shows the number of 2011 BBS product categories produced by each brand.
2011 BBS Innovation League Table — Number of 2011 BBS Product Categories per Brand:
As shown in the table above, vendors producing products in only one 2011 BBS category account for more than half of the vendors in the top 30 innovation list. This suggests that focused companies who apply their efforts to specialist product areas are often able to generate more innovation in the eyes of the market.
At the same time, larger companies are also represented on this list of the broadcast industry’s top innovators. For example, Grass Valley is covered in 8 product categories in the 2011 BBS, while both Evertz and Snell are covered in five product categories. These are examples of larger companies who have managed to instill innovation across their product lines.
Of course, companies are listed here based on how many 2011 BBS product categories they produce, which is not an absolute measure of the products produced be each vendor. There are some very large companies on the list above who appear in just one 2011 BBS category. In total, the 2011 BBS looked at 118 vendors in 26 separate product categories (based on the IABM’s industry model), but even so it did not necessarily cover the entire product range of all vendors.
Please keep in mind when reviewing this information that all data these charts are presented in alphabetical order, not in the order brands were ranked by respondents to the 2011 BBS. Also, the charts in this posting measure the responses of all non-vendor participants in the 2011 BBS respondents, regardless of their company type, company size, geographic location, job title and budget for broadcast technology products. Finally please note that this study evaluated a total of 118 brands.
In order to get full value from this data, it is necessary to evaluate these results on a granular basis. If you would like more information, please contact Devoncroft Partners.
This article is based on the findings from the 2011 Big Broadcast Survey (BBS), a global study of industry trends, technology purchasing behavior and the opinion of vendor brands. With more than 8,000 people in 100+ countries participating, the 2011 BBS is the largest and most comprehensive market study ever done in the broadcast industry.
Devoncroft Partners has published a variety of reports from 2011 BBS data. For more information, please get in touch.
More Information About the 2011 Big Broadcast Survey from Devoncroft Partners