Hewlett-Packard has used a customer event promoting improvements in its product line as a call to users to invest in technology.
Armed with research it has just completed the vendor found that just over half of customers were going to cut costs in the downturn but 38% were determined to exploit the current situation to invest in their IT infrastructure.
Neal Clapper, vice president EMEA of HP StorageWorks, said that cutting costs was understandable but questioned whether or not those customers would survive.
"They may get through the economic storm but they might not be able to recover [when the upturn kicks in]," she said.
She added that the best-performing companies in the market were those investing at least two and a half times the average in technology.
"Leaders bounce back in the recovery and it is time to plan for recovery," she said.
The message about the need for continuing investment was made by HP's UK and Ireland managing director Steve Gill last month.