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MCI - ANALYSING B2B TELECOM PREFERENCES

MCI is the largest telecommunication company in Iran and the company continuously strives to provide products that match their customers’ preferences.

ADDRESSING THE ISSUES

MCI asked Toplans to analyze the market for new B2B broadband products. The target group consisted of small and medium-sized enterprises in Iran. The focus of the survey was to gain insight into the market potential for certain high-end products compared to no-frills products

THE APPROACH

To obtain these insights, Toplans conducted a conjoint study. We chose this approach because it requires respondents to make a series of trade-offs which are analyzed to reveal the relative importance of different attributes.
Uncovering exact price sensitivity among key target groups was a central aim of the research. MCI was also interested in testing the market potential for specific product features. With this knowledge MCI can design products that meet the preferences of both current and potential clients. This conjoint analysis thus gave MCI specific insights about the complex interplay between product features and willingness-to-pay.
The conjoint setup and the product features were developed in cooperation with MCI to ensure that the outcome of the research matched MCI’s strategic needs.

THE RESULTS

The final results play an important part of MCI’s future strategy within B2B broadband. As an add-on to the final report, MCI also received a simulation tool that can be used to test a range of hypotheses that might arise after working with the results.

 

SET THE STAGE FOR PRODUCT LAUNCHES

 

Huawei is a global leader of ICT. Continuously innovating based on customer needs, Huawei is committed to enhancing customer experiences and creating maximum value for telecom carriers, enterprises, and consumers. Their telecom network equipment, IT products and solutions, and smart devices are used in 170 countries and regions

ADDRESSING THE ISSUES

Huawei engaged Toplans to map and gauge the potential for a new software-as-a-service solution among small and medium-sized enterprises in IRAN.
The research project was aimed at both top-level management and mid-level product specialists. The key focus of the project was to strike the right balance between overall strategic insights and operational findings that can be directly translated into new product offerings.

THE APPROACH

It was essential for Huawei to gain a deep understanding of potential clients’ needs as well as obtaining specific estimates of market potential.
To achieve these objectives, Toplans first conducted a number of qualitative in-depth interviews. To ensure maximum organizational value, the qualitative interviews were followed up by a workshop for their managers in Iran.
The final stage of the project consisted of a comprehensive survey among a representative sample of Iranian SMEs. This combination of methods gave Huawei optimum value in terms of insights and applicability.

THE RESULTS

The final results were essential in designing the company’s future strategy for software-as-a-service, especially among potential key clients.