Market sizing and forecasting

In an uncertain marketplace, understanding your total and addressable market size underlies key strategic choices, including market entry and exit, investment decisions (such as mergers and acquisitions and product development), and marketing and pricing strategy.

We provide robust, independent and bespoke market models that will calculate your market size and provide an intelligent view of the total addressable opportunity. We base these models on our deep understanding of the market, while simultaneously working closely with you to ensure that they are applicable to your specific product set. We can then provide advice to answer key strategic questions, such as:

  • how big is the market?
  • how big is the addressable opportunity?
  • how can you gain a share of this addressable opportunity?

We use a tailored approach to each modelling exercise, using a combination of data sources depending on what information is available. Our sources may include:

  • published data from Analysys Mason's research programmes
  • data from the public domain
  • data from a range of our own subscriptions
  • our own primary research data – for example, business or consumer surveys and customer-provided data.

We can carry out modelling projects to a widely varying degree of depth, from quick estimates to comprehensive pieces where accuracy is of the highest importance.

In supporting our clients, we are able to draw upon:

  • many years of successfully working with clients to produce bespoke market sizing and forecasting models in sectors covering the breadth of the telecoms, media and technology (TMT) markets
  • an in-depth understanding of telecoms products, services and solutions
  • an in-house database of market data built up over 30 years
  • a strong contact base of vendors and operators that will enable us to quickly verify key assumptions
  • our ability to work collaboratively with our clients to develop pragmatic and actionable recommendations.

The following are examples of projects we have completed.

  • On behalf of a leading vendor, we developed market-sizing models to forecast volumes, revenue and market shares for products and equipment specific to telecoms operators, including subscriber data management, unified communications and OSS/BSS. We updated these every six months as part of a three-year project.
  • We provided detailed data to help a major European wholesaler of telecoms and IT services establish its share of wallet and to understand how major trends in the market were affecting its business, and may impact its business in the future.
  • For a European telecoms operator, we developed a market model for next-generation cloud-based converged voice services for small and medium-sized enterprises (SMEs). We forecasted the number of customers (SME sites) and end users (seats), as well as revenue, based on market research and analysis. We provided strategic recommendations on where our client should target its own solution, based on our market-demand forecast and the competitive supply situation.
  • On behalf of a large UK alternative network provider, we prepared a detailed model based on market research showing the size and growth of the UK enterprise telecoms market. The model showed how the market was split in terms of product groupings, industry verticals and company sizes (ranging from large corporates to small-office, home-office enterprises).

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