Analysys Mason advises fixed and mobile operators on management of both existing and planned product portfolios. We deliver tangible product strategies to help clients prioritise, grow, manage or divest products within their portfolios.
Product portfolio management has become increasingly complex as portfolios expand and product lines increasingly compete for investment and resource. Our product analysis approach is underpinned by detailed market, customer and internal research to assess individual product performance and key performance drivers across different channels within the business. Direct competitor and international market benchmarks are also a key element of the analysis.
Product portfolio management can also be used to manage and resolve conflicts between different lines of business and internal stakeholder groups championing specific products or projects.
The key services offered as part of Analysys Mason’s product portfolio management capability are:
- Evaluating product performance with respect to key target metrics and objectives (e.g. market share, revenue growth, sales order values).
- Conducting detailed product revenue, cost and profitability modelling (channel, business unit, regional, international).
- Benchmarking relevant organisations to understand key product metrics (e.g. penetration , revenue per customer, profitably).
- Identifying under performing products and services and drivers of under performance.
- Recommending product turnaround strategies, as well as developing and prioritising product roadmaps and supporting enablers (quick win, medium and longer term).
- Aligning product portfolio mix and focus with pay plans, incentives, channel and overall organisation resource.
- Ensuring consistent product portfolio and profitability measurement approaches across an organisation.
Relevant experience
- For a global network operator we performed internal interviews and managed focus groups to develop a product roll-out plan across its global footprint of countries.
- For a UK telecoms services provider, we developed a balanced product portfolio strategy based on detailed business case modelling and competitor benchmarking. A portfolio was recommended, which contained a balance of mature cash generative products along with future converged products.
- For a UK multi-site operator, we recommended a product portfolio extension strategy. This involved identifying a series of new products/services with varying risk and return profiles to target new growth opportunities.
- For a major UK utility, we identified priority telecoms services to be developed for the external market based on internal, market and competitor analyses. The decision-making involved streamlining the portfolio through a combination of portfolio hold, build and elimination decisions.
