Home / Case Studies / Case 08
Telecom CompanyFrom price war to premium, through smarter R&D
A product close enough to competitors' that price had become the only conversation in every deal.
The situation
A small telecom company selling a product close enough to competitors' that price had become the only conversation in every deal.
The market split into two camps: home-grown players on similar technology, and global players offering far broader platforms — and this company had no clear place in either story.
What we did
- Mapped every feature and application the global players offered, category by category.
- Set up an R&D effort to close the gap — building the missing capabilities either directly into the core product or as bundled applications.
- Delivered new functionality including Call Management, Call Centers, IVRS and Conference Bridge, positioned as part of a broader, more capable platform.
Where it stands now
The repositioning worked as planned: the product was now perceived as advanced rather than commodity.
The enhanced feature set also opened an entirely new add-on revenue line sitting on top of the core product sale.
4
new capabilities that repositioned the product