Major telecomm provider

One of the largest telecomm providers in the UK overall and also one of the largest providers of communications services to the business sector had built both revenue and sales growth through its long established, well managed relationships with the multinational and large corporate sectors.

In order to achieve incremental revenue, our client was anxious to explore opportunities for developing its business within the SME sectors of a range of key industries.

One particular target industry was identified on the basis that the fundamental change in distribution roles and economics taking place within it, might open up the market to a support services provider with a more relevant and forward thinking communications service offering.

The main issue was one of competitive advantage and could a range of services built for the large corporate sector be effectively & economically packaged into an SME platform in a way which would tempt small business customers away from their traditional providers.

In modelling a new market entry into any SME sector the ability to accurately assess and predict the product adoption curve is as vital as it is in consumer marketing.

Moreover, an SME sector that appeals attractive because it is undergoing a fundamental economic change is usually likely to produce customer consolidations and exits.
Hence, product packaging must be centred on those business customers who are most likely to remain key players in the future market.

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