LEADING BTS ANTENNA VENDOR USES IEMR'S ENTERPRISE PANEL TO EVALUATE AND CHANGE ITS PRICING AND DISTRIBUTION EFFORTS
THE PROBLEM
Our client – a leading global BTS Antenna vendor – is globally regarded for the quality of its offering and was being challenged by low-cost competitors that have unique advantages such as local presence and support in specific regions and aggressively competitive pricing in specific accounts.
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As part of the process to counter these competitors, the client commissioned us to conduct in-depth competitive scans on its key competitors and provide them with a view on what some of its own key customers thought about the quality and support services being offered by its competitors.
IEMR'S SOLUTION
We helped the client develop a comprehensive set of interview protocols that we than implemented on the key industry executives included in our Enterprise Panel. Our goas was to speak not only to the demand side (i.e., carriers) but also undertake supply-side interviews with executives in channel partners and ex-executives at competitors.
We were able to establish and rank leading vendors on six criteria important to carriers in the BTS Antenna market: Quality, Price, Localized Support, Localized Distribution, Services, and Diversity of Product Portfolio.
IEMR'S IMPACT
Based on our research, our client decided to invest heavily in key aspects of our findings: localized support and localized distribution in certain key markets, services and diversifying its product portfolio to include 'site-in-a-box' solutions that included RAN software and related services. For some markets such as North America and in certain large accounts at Tier 0 companies, the client saw an immediate uptick in orders and market share gains over a 1-2 year execution period, based on our recommendations.
