vanson bourne case study: ntt

Research Solution: Media Relations, Thought Leadership

Research Scope: 700 IT executives; 7 countries

Research Methodology: Telephone and Online interviews

Information security and risk management specialist NTT Com Security –

formerly Integralis – wanted to extend its world-wide reputation for assisting

clients in strategic choices for risk-managed Cloud computing services. Its

global management team has derived strategic insights and added value

from a Vanson Bourne research programme, strengthening NTT Com

Security’s ability to analyse Cloud computing trends. Headline research facts

were also delivered in the form of Cloud’-themed infographics.

“Our Cloud computing study has shown real insights into the market dynamics of Cloud adoption and firms’ risk tolerance when innovating in IT. The research has been well received by the different geographical regions and provided vital trends information for local media.”

Gavin Bradbury,Senior Vice President, Global Marketing, NTT Com Security

NTT Com Security’s ‘Who’s Who’ of Cloud from Vanson Bourne global research

1 | Vanson Bourne - NTT Com Security

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Objective: new insight into Cloud

Information security and risk management specialist NTT

Com Security – formerly Integralis – wanted to extend its

world-wide reputation for assisting clients in the strategic

choices for risk-managed Cloud computing services.

Company management teams had already identified

separate, but related, global and local strategic

communications objectives to help realise this goal.

These were:

• To define globally, the varying nature of enterprise

Cloud computing uptake, primarily by infrastructure

type and key information security characteristics

• To provide a local market perspective on corporate IT

users’ tactical considerations when planning Cloud

deployments, country-by-country, including corporate

attitudes to risk, security needs and views on Cloud

models’ advantages/drawbacks.

NTT Com Security’s country management teams were

broadly familiar with Cloud use preferences across their

different operating regions: in essence, these were

on-premise, managed services and full Cloud platforms.

Now the senior NTT Com Security marketing team wanted

to test these assumptions using deeper region-by-region

research, inspired by the killer question: if you planned a

Cloud implementation, what would be the barriers?

Corporate risk tolerance thus became the touchstone for

NTT Com Security’s global-level research that could

provide a platform for next stage corporate

communications and positioning activity.

Collaboration delivers research strategy

Research recommendationsSenior NTT Com Security’s marketers met the Vanson

Bourne team face-to-face to establish a core research

framework. Through collaborative sessions, survey

specification and questionnaire testing, NTT Com Security

and Vanson Bourne agreed on a survey methodology for

interviewing senior-level IT professionals in 700 enterprises

across the Americas, EMEA and Asia-Pac regions.

The survey scope included public sector bodies as well as

private enterprises. It also reached across the financial

services, health care, utilities, retail, pharmaceuticals,

telecommunications and petrochemicals sectors. As well

as collating all data, Vanson Bourne separately weighted

the response data to determine Cloud adoption ‘types’.

Execution and analysisAfter research interviews were completed, Vanson Bourne

provided a first stage data report as well as full

interpretation of findings, sharing key insights with NTT

Com Security marketers through several presentation

sessions. At NTT Com Security’s request, Vanson Bourne

then provided in-depth analysis through an extensive

white paper, based on the cloud persona typologies

uncovered in the research.

Vanson Bourne’s delivery of top-level and tailored insights

paved the way for communication of the research in

different formats: white paper insights were circulated to

NTT Com Security’s regional PR consultancies for use in

media announcements and industry talking points.

Meanwhile, ‘headline’ research facts were delivered to

the company’s other local creative agencies for the

development of survey motifs and ‘Who’s Who in

Cloud’-themed infographics.




From Cloud ‘controllers’ to ‘embracers’

NTT Com Security’s research programme has provided a

near world-wide overview of Cloud adoption, with a

spectrum of five Cloud infrastructure ‘types’ clearly

discernible. The ‘Who’s Who’ customer typology, based on

respondents’ different levels of risk tolerance, comprises:

• Risk-averse ‘controllers’ wanting their own on-premise

technology infrastructures

• Less cautious ‘accepters’; Cloud is used but isn’t yet

central to strategy

• ‘Experimenters’ who are likely to move most services

into the Cloud

• ‘Believers’ – where Cloud is critical to new services

• ‘Embracers’ who are running dynamic operations in

most, if not all, departments.

NTT Com Security’s management teams now have a global

evidence base for analysing and validating its regional

view of Cloud usage as the methodology has highlighted

different trends and differing customer preferences.

Global insight and news platformNTT Com Security’s global management team has derived

strategic insights and added value from the research

programme, strengthening its ability to authoritatively

analyse regional Cloud computing trends and customer

preferences. The market insights and the ‘Who’s Who’

typology have been used in a number of executive

keynote presentations world-wide.

The company has strengthened its global market position

by creating a content-rich and multi-faceted market

communications and thought leadership platform. This

featured heavy localised media coverage and widely

shared infographic and white paper content on the study’s

global and country-level findings, across NTT Com

Security’s Asia-Pacific, North America and EMEA operating

regions.


About NTT Com Security NTT Com Security (formerly Integralis) is a global information security and risk management organisation, which delivers a portfolio of

managed security, business infrastructure, consulting and technology integration services through its WideAngle brand. NTT Com

Security helps organizations lower their IT costs and increase the depth of IT security protection, risk management, compliance and

service availability.

About Vanson BourneVanson Bourne is an independent and specialist market research provider for the global technology sector. We have a demonstrable

track record of helping our clients better understand and communicate more effectively in their target markets, providing market

research with real statistical rigour. Our expertise in sampling, design and assured project management combine with informed

data insights and market context to deliver highly effective technology marketing. More information can be found at

www.vansonbourne.com

“We like Vanson Bourne’s collaborative approach to research. Its teams built on our original hypothesis on Cloud uptake and guided us and showed us wider possibilities. Their researchers are always looking to add value.”

Gavin BradburySenior Vice President, Global Marketing, NTT Com Security


