Situation

A leading global professional services provider successfully launched a new business that enables clients to quickly and cost-effectively launch and scale mobile services.  The new business was initially focused on European clients and the company was looking to expand the business into North America.  The company's management team recognized that the European market was markedly different from the North American market for mobile services.  Market Strategy Group was asked to perform a specific assessment of the North American market for mobile services to better understand the threats and opportunities the North American market presented.

Solution

Market Strategy Group conducted a multi-tiered analysis of the North American market using a combination of primary and secondary research.  Our efforts gave our client a complete picture of the North American market identifying the total addressable market, market trends and drivers including technology adoption, key competitors and their pricing schemes and business models, potential customer targets, and possible alliance partners.  Our findings were informed by a series of in-depth interviews with a cross-section of mobile technology thought leaders, likely buyers at both an enterprise and consumer level, and several competitors to tease out critical barriers to adoption, purchase behavior and appetite, and pricing preferences. 

Outcome

Market Strategy Group gave our client a market fact base that allowed them to make informed strategic decisions for the North American Market.  Our efforts allowed our client to refine their business case for expansion and develop a go-to-market strategy that reflect market input.