The top 50 technology brands and where they focus
This report starts by looking at where the some of the largest technology companies in the world focus their attention. We wanted to find out if there were significant differences in how they ranked among their peers in the US and European market.
Presented in the chart below 50 tech brands are ranked according to their average position in the US Apollo 500 listing for June, July and August (the closer the company is to the Y axis, the higher the ranking). Google tops the list as we would expect and in fact none of these should come as any surprise – they are all household names, particularly to those of us operating in the sector. All have an international audience and so what may surprise is the significant difference in the position of some in the European Apollo 500 listing (shown in red).
There are clearly big differences and not all of the reasons are obvious. The fact that the telecoms brands AT&T, Verizon and Sprint have a much stronger position in US than in Europe is easily explained by the fact that the great majority of their activity is within the US market but an explanation of the ranking difference for companies like VMWare and Salesforce is less obvious. The solutions offered by those two companies have equal application in both Europe and the US. It could be that during the three month period VMWare and Salesforce initiated significant US focused activity, it could also be that their message just resonates better with the US market, but it might be that they simply aren’t aware of the imbalance and are missing opportunities in the European market.
For the top 50 we would expect the two rankings to roughly mirror one another and for most companies, making allowances for geographic focus and assuming some natural variation in activity, they do. However this isn’t always the case as we move further down the pecking order and examine all of the companies that appeared in both lists during every month examined.