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Introduction
In the quest to innovate and pursue a position as a market leader, our clients work diligently to design and produce new technology products and value-added services to their customers. However, even with the best designed product, the proper plan of execution must exist in order to achieve desired market results.

Situation
There exists a never-ending quest within the cellular industry for carriers to find cost effective ways to improve the performance of their networks as a way to improve customer satisfaction, reduce customer churn, and enable the delivery of new services. Our client came to us with a novel approach to address these issues – they had developed a new technology that would allow for the deployment of cellular services at a much lower cost and with greater flexibility.

Complication
While the technology approach developed was very compelling, the system represented a quantum shift from standard deployment practices. Technical contacts at cellular carriers had to be convinced that the system would fit with their legacy networks. Meanwhile, a financial evaluation proving the merits of the technology had to be performed as well.

Research
To support their sales and marketing needs, we knew that we would need to first develop a picture of the before-and-after scenarios of adopting this new technology. In order to do that, we would need to demonstrate the cost of continuing to deploy traditional networks as compared with the proposed system. As a first step, we needed to quantify the impact on the bottom line as customer satisfaction waned with the presence of network coverage gaps. After some detailed research into the field, we were able to quantify the industry-wide projections of costs associated with customer churn related to network performance.

Analysis
Once we completed our industry research step, we then developed a detailed financial model that allowed us to evaluate the impact of the new technology on the carrier’s bottom line. By developing a customizable model that allowed our client to input data specific to their sales target, they could very quickly replicate the carrier’s economic profile based on their own network deployment. In this way, they were able to calculate a verifiable ROI for each test run. To support ease of use, we developed a front-end of the model that allowed the user to ‘turn on and off’ switches built into the model for fully customized applications.

Problem Solved
Once the model was built, we were able to take individual network data into the model and run the analysis to demonstrate the economic impact of the new technology in established networks. For a target customer territory, we demonstrated how the adoption of the new technology would create added value of $66 million for the carrier.

Result
Based on the modeling work conducted by The Shpigler Group, the carrier possessed a well-documented, value-creating marketing tool at their disposal when making sales calls. With this tool in hand, they landed deals with three carriers to adopt use of their smart antenna system and are currently in discussions with strategic partners and institutional investors to acquire the technology.

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