A provider of services within the media technology industry required a custom project focused on market sizing and sales support for its product portfolio.

• The primary challenge was to accurately define the total addressable market (TAM) for its core cloud and IP-based video product categories and services.
• It needed strategic and tactical information to effectively target its product development and sales outreach efforts.

• A comprehensive TAM analysis was conducted for specific cloud and IP-based video distribution services, including:
  1. Cloud and IP-FEC connectivity for real-time video signal distribution.
  2. File-based encoding, ABR (adaptive bit rate), and packaging for VOD content.
  3. Live and realtime encoding for contribution and distribution.
  4. Linear and FAST playout, including software-based systems with addressable ad insertion.
  5. Video ad insertion solutions, specifically dynamic ad insertion (DAI) such as server-side ad Insertion (SSAI).

• The TAM analysis included segmentation by buyer type (e.g., broadcasters, sports rights owners) and technology acquisition method (in-house build vs. vendor buying).
• Direct sales enablement outputs were provided, including an account list of prospective customers and a list of key sales targets/influencers.

• The project delivered crucial total addressable market (TAM) analysis, providing robust market sizing data.
• It established a strong sales targeting foundation through a detailed account list, including corporate data for buyer vs. builder categorisation.
• The output successfully provided strategic and tactical information, enabling the client to improve its approach to product development and overall sales outreach.