Case Study:
Defining a Broadband TV Business

The Issue:

A client sought to launch a premium broadband TV service. Before making a potentially significant investment in this disruptive consumer technology, the client required highly detailed analysis, covering the competitive landscape, internal capabilities, features of highest interest to the target segment, and impact on internal operations.

The Solution:

We worked directly with the senior team to define the broadband TV business, develop screening criteria to evaluate potential business and technology partners, and prepare a competitive analysis to pinpoint the best opportunity for market entry. We identified key features and use cases of greatest interest to the target customer segment and collaborated with potential partners/vendors to rapidly prototype solutions. To develop a complete picture of the end-to-end architecture, we defined key quality and experience metrics and facilitated cross-functional discussions. Finally, we developed a comprehensive program plan addressing product definition, release, launch, business processes and organizational transformation.

The Result:

IBB prepared the client with a roadmap for successful launch of its broadband TV business and formalized senior management consensus around the approach, technology and business model. Armed with key metrics, knowledge of features with the highest value to customers, and an understanding of the competitive landscape, our client was able to enter the market during a critical window in broadband TV's development and profit from its growth.