A mobile technology company that offers real-time interoperability (RTI) solutions for otherwise incompatible mobile platforms and mobile networks faced growing threats from competitors in both product development and go-to-market activities. Working with Fuld + Company, the client was able to establish competitive profiles of competitors, assess threats, and get a handle on relevant industry trends.

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How to Stay Ahead
of Product and Go-To-
Market Innovations
in the Mobile
Technology Industry
CASE STUDY

2. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
Why Choose Fuld
There was an enormous amount of learning on
our end because we had not had a competitive
intelligence function in the company until we
made a key hire. Fuld did excellent work and we
continue to benefit from it. Most helpful were
the predictions about the industry, which have
proven to be true.
− Market Intelligence Manager from the company
Client Testimonial

3. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
A Mobile Market Requires an Agile Company
A mobile technology company that offers
real-time interoperability (RTI) solutions for
otherwise incompatible mobile platforms
and mobile networks faced growing
threats from competitors in both product
development and go-to-market activities.
Working with Fuld + Company, the client
was able to establish competitive profiles
of competitors, assess threats, and get a
handle on relevant industry trends.
The result: they acquired a baseline
understanding of the competitive
landscape and established an ongoing
intelligence operation affording greater
strategic agility in the face of rapid
innovation.
Case Overview

4. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
New Entrants Everywhere
Key Business Challenges
The client faced more than a dozen well-established competitors around
the world. At the same time, rapid technological advances and low
barriers to entry had made it possible for new entrants to pop up
everywhere. Between the established competitors and these new rivals,
the client had seen revenue decline in the segment.

5. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
Those Who Know
Key Business Challenges
• A fluid technological
landscape . . .
• tiers of competitors ranging
from giants to upstarts . . .
• a rich field of potential
acquisitions . . .
• a market that was a
constantly shifting
kaleidoscope of pricing and
product innovations . . .
Getting a handle on the market’s speed and complexity would require
tapping into highly specialized knowledge possessed by only a small
number of people around the world.

6. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
Bringing Competitors, Customers, and
the Industry into Strategic Focus
The Fuld Approach
Despite the difficulty of access to genuine
knowledge about the market, Fuld was able
to uncover, among other things, the key
components of relevant competing
platforms, pricing tactics and philosophies,
relevant strategic partnerships, product
sales strategy, and product development
challenges. On the customer side, we
provided insights about the criteria that
drove RTI vendor selection, how customers
viewed various vendors, and other
components of their purchase decisions.
And in the industry at large, we identified
relevant trends in apps, analytics, talent, and
industry consolidation – insights that we
presented to the company’s Board of
Directors.

7. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
Steady Intelligence in a Volatile Market
Key Business Impact
The competitor profiles and
threat assessment enabled the
client to establish an ongoing
market intelligence capability
that was automated to
distribute timely updates to the
appropriate people throughout
the company.
This intelligence, combined
with our industry insights,
positioned the company to
make more fully informed
strategic decisions in a fast-
moving market.

8. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
Degree of Difficulty: High
The Fuld Review
Given a far from transparent market
and the limited number of people who
can speak authoritatively on the
product and go-to-market innovations
we were investigating, we understood
the magnitude of the challenge we
faced. So did the client. But through
our way of working together – sharing
intelligence weekly and constantly
sharpening the focus – we were able to
hit the bull’s-eye and provide an
accurate baseline for ongoing
intelligence and actionable industry
insights.

9. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
Think a similar solution could
work for your organization?
CONTACT US
fuld.com/solutions

10. HOW TO STAY AHEAD OF PRODUCT AND GO-TO-MARKET INNOVATIONS IN THE MOBILE TECHNOLOGY INDUSTRY WWW.FULD.COM
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AMERICA
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About Fuld + Company
WHO WE ARE
Since 1979 Fuld + Company have pioneered competitive
intelligence, and today we work with leading companies
worldwide to deliver the competitive and market insights they
need to make better business decisions. We don’t rest on our
history and past successes. This means working hard to
deliver uncompromising analysis that generates sound advice
and earns us enduring partnerships with our clients.
WHY CHOOSE US
We are driven to expose our clients to insights about their
industry, their competition and a changing market; designed
to help avoid surprises and industry shocks. Through deep
research, penetrating analysis and strategic gaming + advisory
expertise, our team of professionals help you identify and
solve tactical and strategic challenges. We help reduce the
risks associated with business-critical decision making.
COMPETITIVE + MARKET INTELLIGENCE
Competitive + Brand Insights
War Games / Competitive Simulations
Market Analysis, Share + Sizing
Supply Chain Mapping
GO-TO-MARKET STRATEGY
Brand + Product Positioning / Launch Support
Product Portfolio Roadmap
New Market Entry / Segmentation
Value Chain Analysis
Life Cycle Management
Win / Loss Bid Support
CORPORATE STRATEGIC PLANNING
Early Warning + Scenario Planning
Sales Force Effectiveness
Merger/Acquisition + Licensing
Innovation Strategy
Business Model / Industry Convergence