My company (EMC) has begun an aggresive software initiative in the SAN arena. However, we have no idea how EMC's products are being received by customers. Is there any industry data available regarding this?

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Like any other B2B/B2C product or service, perception of value must be measured and interpreted. Storage area networks (SANs) are no different. Customers will, at minimum, evaluate tangible market performance characteristics on the basis of their desirability in use; however, the intangible elements of delivery (information availability, brand equity, service/support, etc.) are of equal or greater importance. Their leveraging effect on customer loyalty has to be determined through appropriate research and modeling.

This was first published in March 2003

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