Analysys Mason benchmarked and profiled wholesale competitors in the broadband resale market for a European incumbent
Business Challenge
Our client required an estimate of the market size for direct and indirect broadband services between 2004 and 2006, to calculate the market shares of the client and its eight competitors and to analyse their market positioning.
Approach
- Designed a programme of desk research and interviews with players in the market.
- Identified the size and competitiveness of the broadband market based on a number of criteria generated from in-depth interviews with competitors’ board-level executives.
- Developed a model that estimated the current and likely future size of various markets.
- Assessed the level of channel conflict inherent in the market and the importance of distributors and ‘super dealers’ in reaching channel partners.
Figure 1: Benchmark data collection
Benefits and results
- We identified the need for the client to offer at least a minimal SLA as a source of differentiation.
- Results were presented in Word with a PowerPoint summary and a detailed Excel model along with profiles of the service propositions of nine of the client's competitors.
