New IT and Cloudservices launch strategy
Customer: Federal telecom operator of the Russian Federation
Situation:
New products launch on the market was 12 months or more and required large capital investments. The Customer's current strategy in terms of developing products based on cloud technologies was found to be too expensive with a long return on investment (over 6 years). Immediate actions to optimize processes and change the development vector were required.
Timeline:
3
Preparation and analytics:3 months
1,8
Implementation and control:1 year and 8 months
Result
The task is completed. The product line of the b2b and b2c segments has been expanded through the use of innovative cloud services. The developed products are successfully monetizing.
Tasks:
1
Undertake analytical work and identify the reasons that made the previous approach ineffective
2
Develop products within a strategy
3
Launch product sales and monetization
4
Develop new IT products launching strategy
5
Launch new IT products for b2b and b2c segments within 12 months
6
Refine products based on customer experience research
Stages:
1
3 months before the project start, the preliminary vector of the strategy was agreed with the company top management.
2
Market research for similar services and a competitive analysis were carried out. The product strategy was drawn up and the company's existing services were analysed for product synergy in related areas.
3
The customer project team has been eveluated and re-formatted.
4
Based on the strategy, a product plan and launch dates for core and supporting products have been agreed. The emphasis is on the partnership model with the minimization of capital investments.
5
Product development directly with the customer's project team. From idea to implementation and launch into commercial use.
6
After the core product launch, several customer experience research were carried out. The research basis was used to make improvements: the development of functionality, redesign and design of interfaces for all types of user devices.
Result:
We have launched a new web video conferencing service with support for the increasingly popular WebRTC technology.
The approach to intelligent communication services for business has been revised: a cloud virtual PBX service has been launched, instead of an old software PBX.
The service has become one of the most demanded in the segment, and more than 10 competing operators have adopted the technology solution and business model.
We have launched a personal cloud storage service into trial and B2C segment commercial operation in the shortest possible time (within 3 months for all branches of the company). Three monetization models have been tested:
- Straight
- Unlimited
- Loyalty / retention
For the B2C segment, a business model was developed for a digital aggregator of insurance products. In less than 10 months, on the basis of a partner technologics, a new product, unique in the industry, was launched into pilot commercial operation.
3 products were accepted for the development and scaling of sales within the segments. Two of them have received internal awards in the following years.
We were one of the first in the industry to use the global cloud platform from the market leader (Amazon Web Services), which allowed us to meet tight deadlines and minimize capital investments.
Team:
Project Director
3 product managers
1 architect
3 project managers