Creating a product strategy for entering new market segment

The challenge

A broadcast business systems technology supplier was developing a product to address a new market segment. It needed independent validation of the market need and customer requirements for the new product category, and required a detailed understanding of the features and capabilities offered by its competitors.

The solution

High Green Media used expert knowledge of the media business systems market to analyse the market segment, creating a series of recommendations for the technology supplier’s product and development teams. This included analysis of the market segment and the potential ROI from launching the new product, the addressable market opportunity, the competitor landscape, and a detailed assessment of what product capabilities and functionality were essential to launch a credible new product with the potential to become a market leader.