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.

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. This multi-phase consulting effort explored individual/personal communications and information services, which meet consumer demand and expanded the client’s offering. 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. The client realizes that future personal portable communication devices will have the ability to access a wide variety of communication networks.

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.

3. Security Systems and Home Automation

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.

4. 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.

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.

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.