The past few years have yielded significant changes for our client, a leading telecommunications and technology provider. The changes have included shifts in the usage habits of core customers, consolidation of competition through mergers and acquisitions, and increased technological advancements. These developments led to a quest for new revenue opportunities to maintain their market position.
As a result, one ripe opportunity identified was to enter the wireless marketplace, but this was an industry sector with which they had no experience. Fortunately, CMG does. So, they asked us to help develop the mobile strategy and support the launch of a new offering to realize this potential.
The challenge was not only developing a new service in a tough, competitive market, but making sure that the service was unique enough to cut through the clutter in one of the highest spend categories in today’s consumer marketplace. CMG’s focus included:
- Develop a compelling messaging strategy for the wireless offering
- Define the go-to-market tactics to engage prospects
- Manage resource planning and allocation to support the launch
- Build an analytics platform that would sufficiently monitor the results