Targeted Value Proposition
An operator initiating a 3G rollout turned to SDG for help in defining strategy for increasing market share and value per user. An intensive customer and competitor assessment revealed that the Enterprise segment was substantially different both from the Consumer and Small Business worlds — not only in regard to what customers buy, but also in how they buy and the types of support and ancillary services they require.
- An overall business case for the carrier
- Preliminary definition of each new service
- Characterization of the customer value proposition for each service
- A roadmap of service launches over time, addressing the multiple countries in which the company operates
In response to the opportunities and challenges identified by the market assessment, SDG crafted five alternative product/service strategies the carrier might adopt. Evaluation of these alternatives (in terms of value creation, risk, and competency requirements) revealed a clear course of action: new data and converged voice-data offerings should be launched in conjunction with a handful of critical IT-related services, the latter in partnership with other technology and service providers. The full set of project deliverables included overall business case for the carrier, preliminary definition of each new service, characterization of the customer value proposition for each service, and a roadmap of service launches over time (addressing the multiple countries in which the company operates).
Following the conclusion of this strategy effort, the client has asked SDG to assist in implementing the plan, including providing detailed services and operations specifications as well as designing and coordinating customer trials.
