Case study detail
Global telecommunications manufacturer tests new product for new market,
A leading global telecommunications manufacturer planned a new service to address a new market segment and wished to assess its potential. Whereas the manufacturer traditionally addressed the large company market, the new service offered a combined IT and telecommunications service for the SME market. Recom’s expertise in sampling, and its IT and telecommunications industry knowledge, was key to being invited to undertake the research. The research was amongst managing directors and owners of medium-sized companies in the UK, using telephone and online interviewing techniques. The result indicated that while the concept was received enthusiastically it became unviable due to unprofitable distribution requirements.
