Market strategy advisory service for a network operator


The client was a telecoms service provider in South Africa with research requirements around the marketing and development

of their products and services.

The Research Approach

Due to the extensiveness and multi-dimensional needs the client had, a multi-faceted research approach ranging from primary research to focus groups was done in order to gather the relevant information needed to strategically position the client in the market.
BMI-T first engaged the customer when they were making the decision to enter South Africa as a strategic equity partner for a new telecoms licence. BMI-T conducted a thorough business plan assessment, including market and competitive analysis, and specialist consultants were deployed to review the regulatory environment and conduct a return on investment (ROI) analysis.

After the client entered the SA market and commenced network and service rollout, BMI-T assisted at all steps along the way. Firstly, a number of large scale consumer studies were completed in order to quantify the clients' market and assist them target their customers more specifically. These studies surveyed thousands of consumers on their wants and needs in the telecoms markets including pricing, service characteristics and customer care. As part of the value-added analysis BMI-T also conducted competitive product comparisons, and matched these to each target customer group, with appropriate new product ideas and recommended pricing.

In addition, the client has also used BMI-TechKnowledge's qualitative research expertise (primarily discussion groups and workshops) in testing both new product offerings as well as advertising campaigns. When testing advertising campaigns, BMI-TechKnowledge has assisted the client as well as the advertising house directly in order to improve the quality of their marketing communications.

Due to level of trust and delight with BMI-T's work, the client now uses our customer satisfaction services in order to improve their customer service, as well as our lead-generation services to identify possible large value customers in the market for their services.

BMI-T has often been referred to by this client as "our research partner", and the client has generally consulted BMI-T prior to procuring other forms of off-the-shelf research, e.g. consumer research databases.

The Outcome of the Research

BMI-T impacted the client's strategic market planning by providing the relevant information and also advising on network rollout prioritisation planning, CSO and CSI planning and preparing a detailed marketing communication and product planning document.