Case study: Telecoms & ICT

Analysis of over 40 international mobile markets for a leading network equipment provider

The Problem: Rapidly changing customers and new competition

Our client was facing intense competition from emerging market equipment vendors - meaning margins were being squeezed and traditional work being lost.

At the same time telecoms markets were continuing to develop, with mobile overtaking fixed line, revenues switching from voice to data, and RAN offloading becoming increasingly critical.

Our Approach: Understand each customer’s market situation and tailor offer accordingly

We developed a partnership to support strategic sales opportunities, helping our client win contracts by better understanding their customer’s market situation, and tailoring their offer accordingly.

For each major opportunity we produced a ‘market map’ of local telecoms, covering: segmentation, growth and share; operator strategies; and financial analysis. We then developed innovative value propositions to pitch to operators.

Our approach was highly collaborative - we handed over much of the IP we developed and recently trained one geographical division to undertake its own ‘market map’ analysis.

The Result: New customers and higher value services

Our partnership has been active for 6 years, during which we have applied this approach to over 40 countries.

Our client has developed and won several high value and innovative contracts worldwide – including some of the earliest examples of managed services; network sharing and managed capacity.

This strategic approach to customers has also been well embedded among the global sales team.


Ian Waters
Ian advises technology business clients with a particular focus on telecoms, software and marketing services. Ian has built a strong reputation advising in challenging markets on restructuring issues and the use of new business models for delivering technology services. Recent themes include: outsourcing networked operations, transactions in the IT industry (buy and sell side), sales management and the effectiveness of agency / client relationships.
View profile

Related Telecoms & ICT case studies