A major international provider of technology solutions with a  video service analytics platform, designed to help customers, including pay TV operators, telcos, and OTT platforms (such as AVOD, BVOD, and SVOD), to analyse video service data and inform key performance indicators (KPIs) like churn and engagement.

• Empowering its sales organisation to effectively position and communicate the value proposition of the new platform.
• The business required comprehensive, structured insight into the competitive landscape of the video service analytics market.
• It needed a detailed understanding of buyer segment requirements, common pain points, use cases, and the range of alternative analytics solutions competing for technology budgets.

• The engagement comprised multiple phases of research across competitors and technology buyers.
• Initial analysis established market context, competitor positioning, and identification of key segments, noting functions such as data harmonisation and visualisation. It profiled numerous vendors, appraising their business model and use of machine learning (ML).
• Subsequent phases focused on detailed buyer segmentation for key groups (e.g., pay TV operators, telcos, streamers) based on technology adoption trends.
• This included a detailed buyer needs analysis, ranking requirements based on underlying feedback on pain points and technical obstacles.
• Recommendations were provided for competitive positioning and buyer positioning, specifically addressing build vs. buy risks.
• The final phase involved developing sales enablement support, creating narratives and messaging to overcome objections against incumbent technologies.

• The project successfully enabled the client’s sales organisation to understand the specific needs of different customer segments and personas.
• It provided clear guidance on messaging that resonates with each buyer segment.
• The findings offered tactical intelligence to identify weaknesses in incumbent technology providers and define competitive narratives for the platform.
• Ultimately, the strategic advice delivered allowed the business to implement a targeted go-to-market strategy and develop sales enablement support aligned with identified market opportunities.