Case Studies

Start up Goes Global
Entering the China Market
Post Merger Integration Plan and Sales Alignment Strategy
Adjacent Market Entry and Selling Strategies for Wireless Carriers

Start up Goes Global

Company: Inphomatch/Mobile 365 (2001), a fledgling mobile technology company that developed a breakthrough mobile IP innovation — cross protocol SMS text transiting — sees the whole world as their opportunity space.

Challenge: Develop strategy to rapidly capture mobile network operator customers across the globe in a fast developing green field market and with limited resources.

Actions:

  • Assessed risk and reward of globalizing domestic service offering.
  • Developed sales strategy identifying top-tier wireless carrier prospects within message dense countries against international direct dial traffic patterns across the globe.
  • Approached wireless carriers based on operating flexibility, affinity to non-GSM carriers, strong management capabilities and high level of participation in GSM global community.
  • Leveraging personal industry relationships, engaged operator prospects through direct sales effort evangelizing technology.
  • Structured a global framework contract with Vodafone, closing and launching multi-country services across Vodafone properties. Established similar agreements with international mobile conglomerates such as SingTel, China Mobile, Telefonica-O2, NTT DoCoMo, Saudi Telecom, Hutchison, Smart and Globe.

Results: Within year one, launched 20 mobile operator customers generating US$ 2 million in revenues. Grew international business line from blank page to over US$ 31 million within 5 years.

 

Entering the China Market

Company: Mobile 365 (2005), an established text transiting company with international portfolio of 100+ mobile carrier clients seeks to fully enter and capture mainland China commercial opportunities.

Challenge: Fortify Mobile 365's market position in Asia by becoming first non-Chinese company to provide messaging interconnect service for China Mobile and China Netcom. Develop China Strategy for company capitalizing on established presence in markets bordering mainland China and leveraging established global connections as enticements to mainland operators.

Actions:

  • Established wholly owned foreign entity in China to serve Greater China market — lived in China for 6 months spearheading effort.
  • Identified, cultivated and secured pan-Asian company relationships providing adjacent services to China Mobile and China Unicom for introductions and development of good "guanxi" - (reciprocal relationships).
  • Developed China Mobile engagement strategy, established in-country office, secured staff and lead local sales team in project execution.

Results: Won direct contract with China Mobile and China Netcom leading to Greater China Market dominance completing China messaging transit connectivity and capturing new revenue streams between China, Japan, Korea, Taiwan, Hong Kong and Singapore mobile markets.

 

Post Merger Integration Plan and Sales Alignment Strategy

Companies: MACH acquires End2End (2006)

Challenge: Advise on expansion into broader global markets and provide consultative direction for integration of End2End SMS messaging solutions with MACH's international sales of billing and clearing services.

Action: Working with key executives from both companies, rationalized sales organization, identified addressable markets based on geographic presence, market gaps and competitive positioning.

Results: Plan enabled regional market expansion, global extension of messaging services and positioned End2End for substantial growth during 2007.

 

Adjacent Market Entry and Selling Strategies for Wireless Carriers

Company: Clickatell (2007)

Challenge: Illuminate challenges and opportunities for global messaging aggregator seeking to understand risks and validate rewards of entering new applications segment. Re-position sales process for direct to carrier sales.

Actions:

  • Recommended sales structure and conducted training on "cracking the carrier barrier" by illuminating strategies, challenges and tactics in selling directly to mobile network operators.
  • Identified layers of value proposition, framed sales message and positioned company in new role as trusted solutions provider displacing profile of services purchaser.
  • Provided detailed insight into specialized mobile transaction market segment recommending marketing messaging and positioning for extending Clickatell's services into adjacent mobile transactions market.

Result: Reduced analyses and decision cycles for entering new market, capturing considerable cost savings and shortening framing entry strategy, leading to precisely targeted opportunities for market entry.
 

Intro | About | Consulting | Case Studies | Media | Speaking | Blog | Contact

  
 

Portfolio site by Brandego