Colt

Creating new market offerings designed to defend against competition

Challenge

COLT, a leading European provider of voice, data and managed communications services to business and government bodies, approached Edengene for assistance in addressing the high level of competition within their sector.

At the time, the majority of their business lay within the voice telephony market. However, recognising the need to move further into the digital sector, they needed a ‘disruptive’ approach that would increase market share & support the growth of new services.

Edengene's Approach

Working alongside COLT, we:

• Quickly identified the industry ‘competition killers’
• Applied our creative techniques to identify a number of fresh, practical propositions
• Filtered and further developed these concepts
• Highlighted a number of options for progression onto the following hypothesis-testing phase
• Subjected these concepts to a structured evaluation and selection process, using a combination of team insight and customer validation
• Took the most suitable and commercially practical options to the pilot testing phase

Outcome

With Edengene’s help, COLT identified a number of potential propositions, including the first “unlimited-use” tariff of its kind in the UK, designed to defend the business from new entrants and retain existing contracts.