B2B customer segmentation & new ICT product development roadmap for a telecom provider

Background

• The client is a traditional telecom operator whose main business is providing fixed-line connectivity targeting private and government enterprises
• The telecom industry has evolved rapidly in the past years and the fixed-line and other connectivity services have experienced a price decline, fierce competition and technology obsolescence
• The client would like to develop a new product development roadmap which suits the customer needs

Role and methodology

• The project approach is designed to develop a product development roadmap that (i) meets the needs of enterprise customers that the client already has expertise in, and (ii) could utilize existing assets
• In-depth interviews of private and government enterprises in different industries. The interviewees are high level management who are potential decision makers or influencers
• Segmentation based on potential new products and prioritization regarding utilizing existing assets and level of competition

Project outcome

• New product development roadmap with timeline, targeted customer segments, go-to-market and pricing strategy
• The new product will serve as a low-hanging fruit to the client’s existing assets and customer base
• During project execution, the project team also reaches out to technology and service providers which serve as potential partners for the client to co-develop and co-commercialize new services

Keywords: B2B, Segmentation, Market Research, In-depth Interview, ICT, Data Center, Cloud Computing