Enabling broadcast technology vendor to adapt to a changing market

The challenge

A market-leading broadcast technology software vendor recognised the benefit of an independent, candid assessment of the market and how its customers (and its competitors’ customers) perceived the company. It wanted to understand the impact on its product roadmap and marketing of the transition to cloud and IP, the transition from traditional linear channels to VOD and streaming, and the position of a new generation of agile SaaS competitors.

The solution

High Green Media conducted an extensive interview-based research project, working with a large number of the technology supplier’s customers, former customers and prospects. After analysis, a detailed actionable report was presented to management, setting out the company’s strengths and weaknesses, and making recommendations for product development and marketing initiatives needed to reinforce the value of the brand. New market opportunities were identified, along with strategies to address new competitors. This helped underpin the company’s corporate strategy, underpinning continued success.