Telenor is not only one of the world’s largest mobile telecommunications companies, but also one of the most innovative in Scandinavia, Eastern Europe and Asia. A strong focus on continually optimising its product portfolio to meet customer demands is one of the key drivers of Telenor’s success in an extremely competitive market.
ADDRESSING THE ISSUES
Telenor engaged Epinion to map and gauge the potential for a new software-as-a-service solution among small and medium-sized enterprises in Denmark. The research project was aimed at both top-level management and mid-level product specialists.
The key focus of the project was to strike the right balance between overall strategic insights and operational findings that can be directly translated into new product offerings.
It was essential for Telenor to gain a deep understanding of potential clients’ needs as well as obtaining specific estimates of market potential.
To achieve these objectives, Epinion first conducted a number of qualitative in-depth interviews. To ensure maximum organisational value, the qualitative interviews were followed up by a workshop for the stakeholders in Telenor. The final stage of the project consisted of a comprehensive survey among a representative sample of Danish SMEs.
This combination of methods gave Telenor optimum value in terms of insights and applicability.
The final results were essential in designing the company’s future strategy for software-as-a-service, especially among potential key clients.