Our work with Vodafone was both a major challenge and a major success.
We had recognised from previous work with Vodafone that customers were increasingly ready for converged solutions – combining mobile, fixed and data into an integrated business solution.
This would be a completely new category requiring huge investment and the proposition and demand were unclear.
We ran an iterative series of 14 Co-creation events in 5 countries bringing 76 client stakeholders into a customer dialogue.
Our work involved:
- Qualitative research
- Proposition development
- Go to market (GTM) strategy
- Communications development
Our work delivered:
A framework for shared value, confirmed the opportunity space, developed the proposition and the brand and communication essence. BeyondCuriosity worked directly with the Global Marketing Director to develop a proposition and communication framework to brief the marketing teams and agencies.
The launch of the new category commenced in 5 markets, then expanded to 12 and re-established business markets revenue and profit growth.
Fixed line services now represent 30% of enterprise revenues.