This is the fifth in a series of posts reviewing excerpts of the 2018 Big Broadcast Survey (BBS) and the third such post about how the brands of technology suppliers were ranked by respondents to the 2018 BBS.
Previous articles about the 2018 BBS reviewed the most important technology trends, technology products being evaluated for purchase in 2018, the 2018 BBS Overall Brand Opinion League Table, and the 2018 BBS Net Change of Overall Brand Opinion League Table.
This post examines the metric of ‘Vision of the Future’ for media technology suppliers profiled in the 2018 Big Broadcast Survey.
A substantial portion of a supplier’s marketing activities, such as large trade events, are dedicated to articulating a technology vision for future product offerings. In many instances, a supplier’s vision and future product roadmap are determining factors in current purchase decisions.
A good recent example is the ongoing transition of media operations into virtualized processing environments. Even before it was technically feasible to move certain workflow segments into virtual environments, media customers were indicating (in the Big Broadcast Survey) that a vendor’s virtualization roadmap was a primary consideration in the purchase decision.
Because of the increasing evaluation of future supplier offerings in current purchase decisions, we began measuring the customer perception of individual supplier’s ‘Vision of the Future.’ However, please note ‘Vision of the Future’ is not the only – or even main – reason driving many customer purchase decision.
The ‘Vision of the Future’ findings in the 2018 BBS are shown below as an overall industry league table containing the 30 highest ranked suppliers for the metric ‘Vision of the Future.’
An explanation of how these results were calculated can be found at the end of this article. Please note that both audio and video brands are included in these rankings, and that the table below shown brands in alphabetical order, NOT in the order in which they were ranked in the study.
There are a wide variety of companies on this list. It includes the largest brands in the industry such as Apple, Adobe, Cisco, and Sony, alongside smaller companies such as ateme, Lawo, and NewTek.
It’s also interesting to note that around one-third of the companies listed in the 2018 BBS Vision of the Future League Table, are pure-play audio vendors or have a heritage in the audio segment of the market. There are also several camera manufacturers in the table including ARRI, Ikegami, and RED.
As alluded above, how these rankings relate to a customer’s purchase decision is an important aspect of interrupting the data. We will discuss the relationship at greater length during the upcoming Devoncroft Executive Summit and also pose the question to technology end-users directly.
How These Results Were Calculated
2018 BBS participants were asked to provide their perception of the ‘Vision of the Future’ of a variety of relevant media technology supplier brands on a scale of 1-10 — with 10 being best in the market, and 1 being worst in the market.
This data was then aggregated and averaged in order to generate the global score for each brand based on these responses.
Please keep in mind when reviewing this information that the table is presented in alphabetical order, not in the order brands were ranked by respondents to the BBS. Also, the charts in this posting measure the responses of all 2018 BBS respondents, regardless of their company type, company size, geographic location, job title and budget for broadcast technology products.
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.
Please also note that inclusion of any brand in the above table is dependent on inclusion in the 2018 BBS and available sample size. The minimum sample size for inclusion in this charts is 30 respondents. Therefore it is possible that a highly regarded brand was excluded from these findings based on sample size.
The information in this article is based on select findings from the 2018 Big Broadcast Survey (BBS), a global study of broadcast industry trends, technology purchasing plans, and benchmarking of broadcast technology vendor brands. Several thousand broadcast professionals in 100+ countries took part in the 2018 BBS, making it the largest and most comprehensive market study ever conducted in the broadcast industry.
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