Network Wireless System PCS Market Assessment - Investigated the future wireless network equipment needs as required by current and potential wireless customers. Because current cellular providers continue to look for new applications and uses for their systems due to the likely entry of non-cellular/telecommunications companies into Personal Communications Services (PCS), a large telecommunications company wanted a market investigation which examined equipment needs for current and new customer segments as input into its business planning process.

Cellular Mobile Radio Service - The client needed to evaluate the feasibility of providing an offshore cellular mobile radio service before going ahead with a joint venture. Specific issues addressed included (1) demand for voice/data services, (2) barriers to entry, and (3) viable entry strategies. The results of this study enabled a regional holding telecommunications company to develop a low-risk market entry strategy.

Personal Portable Communications Opportunities Assessment - Assessed the potential offered by emerging cordless technologies currently being developed and deployed in Europe and Canada. Technologies receiving the most attention in the industry are Cordless Technology Second Generation (CT2) ad Cordless Technology Third Generation (CT3). A large telecommunications company wanted to better understand the personal portable communications market. The overall goal of this study was to provide a profile of this market in the future (long term) as well as possible intermediate steps (short term) which were expected to result in the final scenario. Four evolving technologies were evaluated: Paging, Cellular, Cordless Technology Second Generation (CT2), and Personal Communications Networks (PCN).

Cellular Agent Study - A large telecommunications company was exploring strategies for offering a national, ubiquitous cellular telephone service. In order to leverage the existing agent/dealer distribution infrastructure, the client required market information so that appropriate agreements could be drawn with these channels. CCA investigated agents/dealers needs and requirements. This study served as input to a major wireless acquisition for the client.

Payphone Market Opportunity/Needs Assessment - A series of investigations were performed over a three year period to identify new opportunities and assess markets for the changing payphone arena, the oldest form of mobile communications. In total, six different market segments were explored and several alternative new business opportunities were uncovered for the client. In addition, this information was used to leverage competitive strengths and improve areas in which they were at a disadvantage, thus maintaining a leadership stance in the marketplace.

Enhanced Cellular Opportunities - This assignment provided a large telecommunications client with detailed market information about cellular communications, PCS, and enhanced services/niche opportunities. The objective of this project was to determine the long-term direction of the personal and mobile communications market in addition to identifying developments expected to occur in the near future. Results from this assignment enabled the client to optimize strategies for entering and competing in the personal and mobile communications market.

Paging Opportunity - A large telecommunications company was interested in furthering its role in the growing mobile communications arena by investigating market opportunities for a paging product offering through a retail distribution strategy. Phase I was characterized in terms of a market feasibility decision. Phase II consisted of a product specification decision where concepts were tested. Despite favorable demand, significant market barriers and start-up costs negated the immediate retail paging market opportunity for this client. CCA did not recommend that the client pursue the retail paging equipment market at this time, but did recommend monitoring the competitive retail environment for future developments that would provide a more favorable environment for this client.

Electronic ‘Infotainment’ Services - Changing market demands, rapid growth in technology, intense competition, and deregulatory trends are but a few of the forces contributing to the evolutionary changes that the telephone industry is now experiencing. As the market for local exchange services becomes more competitive, it is critical that LECs develop new business opportunities within the residential market. This multi-phase consulting effort explored individual/personal communications and information services, which meet consumer demand and expanded the client’s offerings beyond traditional LEC services. This assignment was designed as a three-stage research program. The first stage was an exploratory effort intended to provide information regarding industry trends, consumer needs, and an overview of the mobile communications industry. The second stage was a creative effort designed to develop and document new mobile communication business concepts, and the third stage was designed to identify viable target markets for these new business concepts. Although the results from this assignment are highly confidential, the client is currently developing several unique mobile communications/information services for key target markets in four different arenas:

In addition, this client is exploring several partnerships and potential alliances with companies that manufacture laptop and palmtop computers, PDA devices, and personal communications software. The client realizes that future personal portable communication devices, which will have the ability to access information, are likely to be created with the ability to access a wide variety of wired and wireless communication networks.

Residential Network Service Opportunities Analysis - Assisted in identifying new service offerings for a large telecommunications company’s end-to-end network. The primary purpose of this project was to identify new service offerings, which would ultimately meet long term consumer demand and result in significant differential advantage. The search and screening for new ideas was divided into three interrelated phases: (1) long term planning, (2) idea management, and (3) concept management. These three phases represented an iterative process that began by looking at areas of long term strategic significance for architecture and technology planning and ended with service offering concepts that will meet long term consumer demand. The client has already introduced at least two new service offerings based in part on the results from this assignment.

CRP Replacement Parts Market Assessment - The objective of this assignment was to identify opportunities and explore new markets for selected segments of the telephone component industry. The study scope included independent refurbishers, telecommunication equipment distributors, and domestic manufacturers of single-line telephones and key systems. The study was originally designed with two phases, but after a review of Phase I findings, the client and consulting team reached the conclusion that further market investigation was not an optimal use of corporate resources. Phase I findings indicated a limited and declining market for all three market segments under investigation.

PDS Distribution Technologies Benchmark Study - Provided competitive benchmarks as a means of evaluating a large telecommunications company’s cost structure as compared to those of successful competitors. The information collected in this benchmarking study provided a close examination of competitive cost structures that identified areas where the client had the highest and lowest advantages and could work to leverage advantages while concentrating on lessening the impact of any disadvantages.

Interconnect Profile Examination - Investigated the interconnect market for telecommunications connecting hardware. The goal of this study was to provide a large telecommunications company with detailed interconnect market intelligence which could be readily incorporated into a program for increasing the client’s sales to these interconnects. This information was used to help direct strategic market evaluations and provide headquarters with relevant information to prepare marketing programs which were effective in expanding market penetration of this segment.

Premises Distribution Products - A large telecommunications client wanted to document the Regional Bell Operating Companies (RBOCs) organizational structures and purchasing practices for premises wiring products. This information was used to help guide sales force activities, provide headquarters with pertinent information for developing long term agreements with the RBOCs, and to prepare effective marketing programs directed at the RBOCs and their affiliates.

Flex Circuit Market Assessment - Conducted research to assess the domestic market for polymer thick film (PTF) flexible circuits. The research consulting effort investigated current and future flexible circuit applications, technology trends, product pricing, market growth, and competitive activity, providing market-based input for preparing a business plan, as well as identify high-potential growth areas for future flexible circuit development efforts.

Connectivity Product Market Sizing & Customer Satisfaction - This research effort represented the third annual study conducted to examine the external premises distribution products market represented by five customer segments: Distributor, Regulated RBOC, Unregulated RBOC, Interconnect, and Independent Telco. Objectives were to measure shifts in market share by product category and to determine customer satisfaction with client’s PDP product line and related products and services. This information was used as one source for evaluating the effectiveness of the client’s marketing programs. In addition, this investigation provided the client with pertinent information for developing more effective marketing programs in the future.

Retail Buyer Seven Year Satisfaction Program - A large telecommunications company commissioned seven annual studies assessing retail telecommunications equipment buyers' satisfaction with telecommunications products and manufacturer services. Established a benchmark for tracking customer satisfaction among client’s largest retail accounts over time. Results from this program were used to evaluate the effectiveness of on-going marketing programs. In addition, results provided pertinent information for developing more effective retail products and services for the future.

Retail Terms and Conditions Investigation - The overall objective of this Retail Terms and Conditions research effort was to investigate retail account terms and conditions in the Consumer Electronics marketplace and hence represents an enhancement of the terms and conditions information collected through the Retail Buyer Satisfaction research. The research was designed to collect major competitor’s terms and conditions program information as it relates to department and chain stores, discount stores, warehouse clubs, catalog showrooms, and specialty store trade classes. The client used this information to help in negotiating future contract terms and conditions with key retailers and to improve its current profitability.

Distribution Evaluation - Investigated the wholesale distribution channel for telephone peripheral equipment to provide detailed organizational and purchasing practices information on telecommunications equipment distributors. This information was used to guide salesforce activities, provide pertinent information for developing long-term agreements with these distributors, and to prepare marketing programs which would be effective in attracting additional distributor business.

Warehouse Club Distribution Channel Assessment - Investigated distribution strategy for a large manufacturer’s cordless phone product line to determine whether continued and/or expansion in the wholesale club distribution channel was a viable business opportunity. The consulting and research effort investigated market trends for wholesale clubs to determine whether client’s market share would erode outside of the wholesale clubs (i.e., department stores, chains, discounters, etc.) given continued distribution through the wholesale club network.

USA Trade-off Study - Assisted a large telecommunications manufacturer in assessing the trade-off effects associated with off-shore manufacturing options. Assessed the effects of price and manufacturing location on retail and wholesale buyer purchase decisions. Provided client strategic information that was utilized to evaluate off-shore manufacturing options.

Local Exchange Opportunity Investigation - Initiated a baseline assessment of RBOC and ICO strategic opportunities as well as selected competitive threats for a large telecommunications company. Specific product-service areas examined included: CLASS, Centrex, voice messaging, residential ISDN, security, home automation, facsimile, cellular, portable cordless (CT2/PCN), and basic voice. Thus, this investigation was designed to comprehensively identify CPE and/or distribution opportunities for the client. Several new opportunities were identified and forwarded to corporate management.

Market Opportunity Assessment for Security Services - A large telecommunications company wanted to evaluate the opportunity for diversification of products and services offered to customers by entering the security market for home and small business customers. Charles, Charles' staff worked closely with the client to determine the "business fit" associated with expanding services in the areas of installation, maintenance, and monitoring for residential and small business security systems. Marketing research activities conducted in this assignment include:

A viable market entry strategy and business plan was developed and presented to senior management. A decision to selectively expand security offerings in the residential consumer marketplace was acted upon by management. The decision to expand into the small business marketplace was put in abeyance.

Security Competitive Assessment - A large telecommunications client was actively evaluating several diversification opportunities. One of these opportunities represented a forward vertical integration in the security industry expanding into installation, maintenance, and monitoring for the residential and light commercial market segments. The client’s obvious business fit associated with these support services and monitoring services suggested an opportunity to expand its current role in the security industry. In developing a viable entry strategy and business plan for this new business opportunity, Charles, Charles investigated the business opportunities associated with acquisition, joint venture, and complete start-up operation.

Security Dealer/Distributor & End User Satisfaction Program - Our client was interested in continually understanding the security marketplace so that programs relevant to each market segment could be developed to accomplish this goal. A comprehensive research program designed to provide market information for performance tracking purposes was implemented via five annual studies tracking end user, dealer, and distributor comparative customer satisfaction with security systems. The comparative nature of these efforts provided base line information for updating security marketplace understanding and developing criteria for prioritizing improvement activities.

Security Equipment Market Sizing - A large security systems manufacturer wanted to evaluate competitive influences and size the professionally-installed electronic security equipment market as well as devise a means to systematically update estimates. In order to present the information gathered in a meaningful format, three reports in separate volumes were written. Volume 1 presented all security-related benchmark study market sizing information. Volume 2 reported market characteristics and provided competitor profiles. Volume 3 provided an assessment of market opportunities associated with monitoring. We investigated and evaluated opportunities in the electronic security market in terms of size, growth, distribution, purchasing practices, and technological forecasts to develop product and service strategies to support new business development efforts.

Technical Trial - A large security manufacturer wanted to conduct a technical trial related to the introduction of a new hardwire security product. In order to ensure a more successful launch, our client wanted to evaluate dealer and end-user reaction to specific features and functionality associated with the new security product. The technical trial identified several correctable problems and a successful introduction was accomplished.

Telephone Emergency Signaling System - A large telecommunications company wanted a market assessment of signaling technology that could be used to monitor and detect a wide range of environmental conditions. The three objectives for this research were: (1) identify potential emergency signaling markets and assess general characteristics of these markets; (2) determine market requirements for selected high potential markets; and (3) recommend marketing steps and actions required to commercialize the targeted markets. Severe market entry barriers limited this client’s ability to enter the signaling systems marketplace.

Medical Alert - Our client, a large telecommunications company, had developed a new alert system for the home health care market and wanted to assess the market opportunity for this product. The research effort was accomplished in two phases. Phase 1 consisted of a comprehensive literature review. For Phase 2, 50 knowledgeable persons in the home care industry were identified and interviewed. Phase 2 experts were sent prototypes of the new alert system. The dynamics of this industry required our client to be extremely discerning in its strategic decisions and deployment of resources. The home/self care segment of the health care industry offered specific opportunities due to a favorable demographic and economic climate and governmental influences on third party pay policies. Our results provided the client with the information necessary to reevaluate its new business strategy.

Low Voltage Wiring & Intercom Market Assessment - The idea of an "intelligent home" has received a great deal of press recently and although there are several thousand customized residences in the USA today utilizing integrated home automation systems, applications tend to be limited to affluent or tech-oriented early adopter consumers. A fully integrated home automation system generally includes home entertainment, home security, home management, and remote communication functions at various levels of sophistication. A large telecommunication company wanted to investigate market opportunities for a residential home automated intercom system. This system was designed to be integrated into a home star wiring plan. Builder research found limited market and sales potential for the wiring system as well as the individual intercom product offering. It was recommended that these product offerings be fully integrated with a home control security offering and that the product offering be expanded to include smart subsystems.

Marketing Information System - A large telecommunications company was looking to develop a marketing information platform for its Lease Base Recurring Revenue business. Our client wanted to develop a marketing information system which would enable users to retrieve, organize, and manipulate the mass of data available to decision makers. In this project we identified and characterized the business’ information needs, sources, and gaps. The output of this assignment included a detailed user cross-reference or "roadmap" and "activity matrix" which listed end user needs, sources, and gaps in an on-line data base as well as hard copy final report. The project provided our client with the foundation for marketing information system development and implementation.

Lease Base Improvement Process - Investigated lease customer base to understand why recently acquired lease customers were leaving a large telecommunications customer base. The objectives of this assignment were to explore lease customer needs, provide baseline satisfaction measures, document causes/reasons for termination, and recommend a long-term strategic action plan for retaining and expanding this lease customer base. Study objectives were accomplished by conducting a total of 400 interviews: 200 with continuing lease customers and 200 with customers who had canceled their lease. The results of this investigation provided the direction for developing specific action plans for retaining as well as expanding the clients lease customer base.

Lease Customer Satisfaction Program - This multi-year research program provided our client, a large telecommunications company, with customer satisfaction information for use with its Recurring Revenue Business. The purpose of this program was to identify and prioritize criteria used by customers in evaluating telecommunications offerings and to document satisfaction with our clients’ and competitors’ product offerings, investigate key dissatisfactions and document key strengths. Ultimately, this program provided our client with information for improving its recurring revenue product and service processes to better meet the needs of its installed customer base.

Lease Customer Dissatisfaction Study - Investigated lease customer base to understand why recently acquired customers were leaving a large telecommunications recurring revenue lease base. The results of this investigation were used to develop an action plan for retaining these lease customers.

Public Phone Satisfaction Program - An on-going effort in studying the RHC market with the purpose of estimating market growth and current RHC satisfaction with their major suppliers identifying our clients’ and competitors’ strengths and weaknesses. This multi-year series of investigative endeavors focused on identifying opportunities within the RHC marketplace, updated market sizing/share data, and examining fluctuations in customer satisfaction over a three-year period. In addition, our research effort assessed the opportunities for associated repair/refurbishing services and investigated the potential impact of regulatory and technological factors on RHC strategies for their public line of business. This series of satisfaction studies provided our client with a greater understanding of the public phone marketplace and hence, provided an opportunity to leverage competitive strengths and improve areas in which they were at a disadvantage, thus maintaining a leadership stance in the marketplace.

6. Competitive Evaluations

Services Realization Processes (SRP) Benchmarking Study - Studied new service development processes within successful service-oriented businesses through a benchmarking framework which culminated in a service realization model for a large telecommunications company. The focus of the SRP Benchmarking Study was two-fold: first, to functionally benchmark best-in-class firms engaged in successful new product/ service development activities, and second, to enable the SRP Team to utilize these findings to develop a world-class development process unique to our client. The information collected in the SRP Benchmarking Study provided a close examination of processes at successful organizations enabling our client to leverage process strengths and replace those processes judged to be weak.

Support Services Benchmarking Study - Provided competitive benchmarks as a means of evaluating the efficiency of two business operations support organizations for a large telecommunications company. The purpose of the Benchmarking Study was to provide comparative operational information about best-in-class companies engaged in research and development support services similar to those provided by our client’s organization. Our client used the information provided by this effort to further evaluate the efficiencies of its support service organization.

Cost Benchmarking Study - Provided competitive benchmarks as a means of evaluating a large telecommunications company’s cost structure as compared to those of successful competitors. This effort emphasized gaining competitive information aimed at making internal changes to improve profitability, increase productivity, and introduce successful new products. The information documented in the report was used as part of a Planning Process for strategic and business planning.

Customer Services Satisfaction Benchmarking Study - Conducted a study focused on improving a large telecommunications company’s internal customer service processes and satisfaction measures. Objective was to explore, evaluate, and incorporate industry-best customer service practices to ensure that our client’s customer service organization was among the best in the world.

Network Systems Benchmarking Study - Obtained comparative operational information regarding a large Canadian telecommunications company to determine distinct characteristics between our client’s network systems and the Canadian company’s support service offerings. The information was used to improve internal processes and increase customer satisfaction.

Classical Benchmark Study - Investigated world class business systems, processes, and measures to provide internal and external process information to assist in developing a large telecom’s business plans aimed at increasing customer focus and improving internal performance.

Telephone Connecting Hardware (TCH) Profile Study and New Replacement Part Expenditure Assessment - Investigated the organizational structure and telecommunications connecting hardware (premises wiring and distribution products) purchasing practices at several large telecommunications companies. In addition, the unregulated subsidiaries of these companies involved in the telephone refurbishing business was also investigated to determine replacement part expenditures. The results of this investigation were used to help guide sales force activities, provide headquarters with pertinent information for developing long term agreements with the Bell Operating Companies (BOCs), and to prepare effective marketing programs aimed at the BOCs and their affiliates.

Reseller Residential Long Distance Market Assessment - Investigated the competitive threat for consumer long distance services. The study was designed to focus on the small long distance reseller competitive marketplace. As such, the study did not include AT&T, MCI, or Sprint. By limiting the study to regional and local long distance companies, our client, a large telecommunications company, would develop an understanding of significant competitive factors affecting the second-tier long distance service marketplace. This understanding would be used to develop long-term strategies aimed at retaining and building market share.

Lease Base Competitive Evaluations - Studied the Regional Bell Operating Companies (RBOC) and Independent Telephone Companies (ICO) competitive threat as it pertained to our client’s residential lease base and current telephone product lines. Investigated RBOC and ICO current and future marketing strategies for selling and/or leasing CPE equipment to the residence and work at home market.

Cellular 0+ Study - Investigated the 0+ cellular calling competitive environment with regulated and unregulated service providers as well as key resellers. Studied the current and future role of 0+ cellular agent commissions (i.e., interexchange commission-oriented strategy, terms, and conditions). Our client used this information to compare offerings with marketplace offerings. As a result of this study, our client improved its cellular 0+ offerings to better meet competitive offerings.

Resource Allocation System Study - A large telecommunications company was engaged in a major effort to re-engineer its business architecture in alignment with a new strategic direction designed to improve its competitiveness and profitability in the global marketplace. We assisted in the development of a world class resource allocation process in support of new business strategies.

Residential Voice Messaging Service Market Assessment - This study was designed to develop a better understanding of current and future voice messaging services and to determine how successful these services would be in penetrating the residential and small business markets. In addition, this assignment was intended to identify how these services might impact the market for telephone answering devices (TAD). Based on the most likely scenarios of how voice messaging might impact the TAD market, we developed implications/recommendations for our client’s messaging business.

Distribution Technologies Pricing Study - Investigated the effect of price levels on a large telecommunications company’s share of the premises wiring installation market. Objectives were to determine whether or not our client could command a premium price, whether particular areas of the country are more sensitive to price than others, and what level of work and profit might be obtained at varying pricing levels.

Information Systems Segmentation Study - A large telecommunications company wanted to "segment" the business systems market into meaningful target markets. Traditionally structured by product line capacity, our client wanted to realign its business by focusing on a customer orientation. In this assignment, we served as an advisory agent to the committee in charge of the segmentation effort to ensure unbiased results.

New Opportunities Program - Assisted in identifying and assessing viable new business opportunities for a large telecommunications company. Our client wanted to establish a Business Development Program for identifying and screening viable new business ventures. This program is used to screen new opportunity ideas against accepted evaluation criteria, and hand off potential opportunities to the appropriate departments for development.

Small Business Market Opportunity Assessment - Investigated and evaluated opportunities in the small business market in terms of size, growth, distribution, and purchasing intent within high potential segments. Information from this research was used to recommend product and service strategies to support new business development efforts for a large telecommunications company. Explored market opportunities for health care services aimed at simplifying insurance claims processing for medical and dental practices.