Magic Quadrants

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Research Processes Behind Methodologies

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Qualitative Insight Research

Quantitative Market Research

Magic Quadrants

MarketScopes

Hype Cycles VendorRatings

MarketForecasts

MarketShare

Magic Quadrant: Leaders

High “Ability to Execute” and “Completeness of Vision”

Strong Companies

Satisfied Customer base

More resources

Value-priced

Focused on broadest market

Size and Strength in challenging environment

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Magic Quadrant: Challengers

High “Ability to Execute”

Lower “Completeness of Vision”

No clear idea of market future

Weaker plan for future success

Must develop their vision

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Magic Quadrant: Niche Players

Low “Ability to Execute” and “Completeness of Vision”

Narrow Focus

Less capability or strategic narrow focus

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Magic Quadrant: Visionaries

Low “Ability to Execute”

High “Completeness of Vision”

Vision aligns with Gartner’s market views

Do not have proven capabilities

Often first to introduce new technology

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Magic Quadrants Sources

Providers are placed into one of

four “quadrants”:

• Leaders

• Challengers

• Niche players

• Visionaries

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Example: Magic Quadrant for Application Delivery Controllers

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Example: Magic Quadrant for Global Enterprise Notebook PCs

Global Enterprise Notebook PCs

Very important to largest clients

Clients use this report to make purchasing decisions

Dell, HP, Lenovo are high in the Leaders quadrant

Toshiba is high in “Completeness of Vision”

Apple and Panasonic are niche players

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Magic Quadrant vs Forrester Wave

• Gartner has produced 5 times of Magic Quadrant than Forrester Wave

• Gartner holds 6 times the number of vendor briefings as Forrester.

• Gartner uses many more data sources to develop Magic Quadrants, which result in more objective analyses.

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Gartner Advantages:

MarketScopes

MarketScopes evaluate providers in a specific market space

Magic Quadrants are used in the prime of the market cycle

MarketScopes are used early or late in a market’s evolution

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MarketScopes

E-mail Systems

The strongest providers is Microsoft

Use caution when considering Open-Xchange

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Benefits of MarketScopes

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Help select the best partners in new or mature markets

Show position and the competitive landscape

Show benefits and risk investing in new or mature markets

The Hype Cycle

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The Hype Cycle: Technology Trigger

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Technology Trigger

New product or technology is introduced.

Commercial viability is unproven

New technology generates inflated expectations and unrealistic projections

The Hype Cycle: Peak of Inflated Expectations

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Peak of Inflated Expectation

Few successes with technology and many failures

The Hype Cycle: Trough of Disillusionment

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Trough of Disillusionment

Technology has entered mainstream and there is little media attention

Technology only continues if they improve their products

The Hype Cycle: Slope of Enlightenment

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Slope of

Enlightenment

Technology is understood and can be applied

Second- and third-generation products appear

Few remaining bugs to be worked out

The Hype Cycle: Plateau of Productivity

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Plateau of Productivity

Benefits of the technology are accepted

Technology has been adopted by most enterprises

Broad market applicability

The Hype Cycle

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The Hype Cycle: Summary

Help clients to implement new and existing technologies

Help clients get a look into the future to inform product development strategy and investment decisions

Provide insight for marketing messages

Help investment professionals determine which companies are best positioned to benefit from IT trends

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Vendor Ratings

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Rates the provider’s overall corporate financials, organization, management, marketing strategies, and support

Based on assessment of the provider’s strategy and ability to deliver for a product or service.

Vendor Ratings: 5 Point Scale

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Vendor Ratings: Example

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Vendor Ratings: Summary

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Help assess provider’s health, capabilities and markets and services

Provide key support for provider’s purchase and renewal decisions

Companies can see their own perceived strengths and weaknesses, and the strengths and weaknesses of their competitors and suppliers

Help investment professionals make decisions and manage risks

Vendor Ratings Competition

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Critical Capabilities

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Identifies features of a product or service that differentiate it

Rates each of the products only on those features

Uses weight to classify its importance to the evaluation of the product as a whole

The weights always total 100 percent

SWOT Analysis

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IT Market Clock

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Market Share

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Market Share: Example

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Market Forecasts

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Market Forecasts: Competition

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How can research methodologies help you in the sales process?

Use Gartner methodologies differentiate from competitors

Learn your client’s business concerns and walk them through a relevant methodology report

Show how analysis can help them reach the right decision

Research methodologies are a great tool to better understand your prospect

Sales Process