This is the third in a series of posts reviewing excerpts of the 2020 Big Broadcast Survey (BBS) and the second post about how the brands of technology suppliers were ranked by respondents to the 2020 BBS.
This post examines the metric of ‘Vision of the Future’ for media technology suppliers profiled in the 2020 Big Broadcast Survey.
A substantial portion of a supplier’s marketing activities, such as large trade events (even the virtual equivalents), 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 started measuring the customer perception of individual supplier’s ‘Vision of the Future’ several years ago. However, please note ‘Vision of the Future’ is not the only – or perhaps even main – reason driving many customer purchase decisions.
The ‘Vision of the Future’ findings in the 2020 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.
‘Vision of the Future’ is not just the domain of large companies such as Apple, AWS, Dolby, Google, or Hitachi (all present in the above). There is good representation in this league table of relatively smaller businesses such as AJA Video, Axon (now a part of EVS), NewTek (now a part of Vizrt), or VSN. It is worth observing approximately a third of the suppliers are pure-play audio vendors or have a heritage in the audio segment of the market.
How these rankings relate to a customer’s purchase decision is an important aspect of interrupting the data. A more detailed review of the relationship is available to clients of the BBS reports.
Given the events of 2020, it is interesting to also present last year’s league table for ‘Vision of the Future.’ The 2019 version is provided below.
As illustrated in the 2019 and 2020 BBS League Tables for ‘Vision of the Future’ there was a reshuffling of the leaders between 2019 and 2020. The tables have only 13 common members, meaning more than half of the 2020 BBS League Table for ‘Vision of the Future’ is new.
How These Results Were Calculated
2020 BBS participants (and 2019 BBS participants) were asked to provide their perception of how a variety of media technology suppliers ranked in terms of ‘Vision of the Future.’ The scores were measured on a 10-point scale — with 10 being best in the market, and 1 being worst in the market.
This data was then aggregated and averaged 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 2020 BBS respondents, regardless of their company type, company size, geographic location, job title and budget for broadcast technology products.
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 2020 BBS and available sample size. The minimum sample size for inclusion in these 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 2020 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 2020 BBS, making it the largest and most comprehensive market study ever conducted in the broadcast industry.
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