BT
Edengene, 2003
Developing a market-breaking customer proposition
Summary
BT is the leading incumbent provider of telephony services to small and medium-sized enterprises (SMEs). However, in late 2003 BT was rapidly losing market share of the SME telephony market due to ferocious price competition from new entrants.
Restricted by regulation in the scope of its response, and fearful of a price war that could result in £1bn of lost margin, BT recognised urgent action was required, and called upon Edengene, its retained supplier of customer-led product/service innovation.
The brief was to design a radical new telephone proposition to SME customers that would halt customer losses. Working with BT’s own marketing team, Edengene had just 90 days to devise and construct the new offering in time for a national TV and print media launch campaign.
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