Client: a mobile telecoms operator

Problem statement

A mobile telecoms operator needed to understand the enterprise demand and supply environment related specifically to six technology areas: the PBX market, Unified Communications, Converged services, Mobile enterprise application, M2M solutions and Managed network services market. The client also required a view of these technology areas in terms of the vertical sectors by specific customer segments.

The study included a combination of primary and secondary research as well as data modelling.

The solution approach

The project was divided into two main components: (a) a customer segmentation model and market sizing and (b) an industry analysis. The primary research involved both qualitative and quantitative methodologies and was carried out in two phases. These Phase 1 results helped inform and provide direction for the Phase 2 quantitative enterprise study. Businesses were surveyed on their ICT needs and wants, including service characteristics, pricing, and product testing for certain technologies. Niche vertical sectors were targeted for further in-depth surveying based on their higher usage of the specific technologies of interest.

These survey results were combined with other data sources such as BMI-T’s existing research and market models, extensive local and international secondary research, to arrive at an overall market sizing and customer model which was used to create a total market revenue model.

Outcome of the research

BMI-T provided the client with insight into the current market climate and a future outlook into the uptake of the specific technologies. The research results gave the client overall market direction, and insight into the gaps and opportunities in the market, as well competitive dynamics. Three teams, namely marketing, product and sales (organised by industry vertical), utilised the research to inform their planning; feedback workshops were organised accordingly. and the results structured as to efficiently inform each of these stakeholder groups.