A worldwide satellite communications company specialising in distributing video and data streams for broadcast clients, expanded its go-to-market strategy for its proprietary online video platform (OVP) solution and needed support. The OVP is designed to enable video providers, including broadcasters, pay TV operators, telcos, and D2C platforms, to launch comprehensive TV everywhere and OTT services.

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• The primary challenge was to empower its sales organisation to effectively target customers and clearly communicate the value of its OVP product.
• It required structured insight into the value proposition and capabilities of competing solutions.
• It needed a complete view of alternative solutions competing for video platform and service budgets within buyer organisations.
• The project needed to deliver detailed analysis of the requirements, use cases and pain points experienced by various buyer segments.

• The project focused on an intensive research effort centred on buyer segmentation, validation and needs.
• The geographic scope concentrated on Eastern Europe, Latin America and Asia-Pacific (specifically India and South-East Asia).
• The methodology involved conducting peer-to-peer interviews with key buyer groups, including broadcasters, pay-TV providers, telcos/IPTV, content rights holders and standalone OTT platforms.
• Analysis focused on buyer segmentation based on shared behavioural trends, exploring objectives such as cost optimisation and churn reduction and preferences for end-to-end versus modular solutions.
• It compiled a substantial database of OVP technology vendor deployments in the target geographies.

• The project delivered a detailed analysis, allowing the client's sales organisation to understand the distinct needs of different customer segments.
• The findings provided the tactical information necessary to effectively direct sales efforts.
• Deliverables included a segmentation-based view detailing indicators of opportunity and interest related to the OVP product, and recommendations on how to successfully communicate with different types of buyers and decision-making personas.