According to the Western European MPS Tracking Study recently released by Photizo Group; HP, Canon and Xerox held on to their managed print services (MPS) leadership positions in Western Europe during 2009, with Ricoh as the next strongest brand, challenging to enter the leadership group. HP maintained its leading position in brand strength, and Canon remained the leader in brand experience. Xerox increased in both brand strength and brand experience from 2008 to 2009.
Photizo Group defines brand strength as buyer awareness, consideration and purchase; and brand experience as satisfaction level and willingness to recommend. Photizo Group developed the proprietary Brand Strength Index™ as a means of measuring the relative brand strength of managed print services providers. The index is based upon interviews of decision makers who are responsible for acquiring and managing service from MPS vendors. Photizo’s Brand Strength Index is reportedly the only survey that uses actual vendor performance data, versus analyst opinion, to measure the strength and performance of managed print services brands.
In 2008, Canon and HP led the Western European MPS market in both categories of brand experience and brand strength (respectively). In 2009 Xerox gained ground on Canon and HP, moving into second place for both categories. HP maintains its number one position in brand strength and Canon maintains its number one position in brand experience.
“The Tracker confirms HP and Canon’s continuing brand leadership in MPS in Western Europe, but the gains made by Xerox vindicate the strategy and resources they have committed to building MPS at all client levels, and Ricoh is also becoming a challenger, with strong brand experience, although as yet lower brand awareness,” said Steven Swift, Director of European Office and Sr. Consultant at Photizo Group.
The Western European MPS Tracking Study also revealed that Xerox was the only vendor to show improvement in every area of satisfaction. This improved satisfaction has contributed to their success and increase in both brand awareness and brand strength.
The Western European Tracking Study is the first dedicated research into managed print services in France, Germany and the UK. Photizo Group interviewed over 300 MPS decision makers to capture the nuances and preferences of the Western European MPS market. Only respondents with an active role in the MPS decision-making process were included.
For more information about the MPS Tracker Study and other resources for MPS professionals, contact Steven Swift at +44 189-587-6210 or sswift@photizogroup.com.