Case Study: New Product Portfolio at Sunrise

Optimization and Introduction of a New Product Portfolio and Tariff Offering in the Telecommunications Industry

Given the rapid technological advancements and continuously evolving customer needs, companies in the telecommunications sector must remain innovative. This also necessitates regular adjustments to product portfolios and tariffs. A leading telecommunications company recognized the need to revise its product portfolio, integrating mobile and TV services.

Definition and Analysis of the New Portfolio

The realignment began with a comprehensive market analysis to identify the latest trends, customer expectations, and potential competitive advantages. These insights served as the basis for workshops with stakeholders and product teams to define the main features and objectives of the new portfolio. It was crucial to consider both internal and external factors that could influence the product portfolio.

Product Design and Development

Based on the previously defined parameters, detailed product specifications were created. These were incorporated into product development, including the determination of tariff structures, the integration of mobile and TV services, and the definition of additional services. UX/UI designers played a central role in creating intuitive user interfaces, simplifying navigation and product selection, and improving customer interaction.

Technical Implementation and Integration

An interdisciplinary team of IT experts, developers, and system architects undertook the integration of the new products into the existing IT infrastructure. Particular attention was paid to the compatibility and seamless functionality of the systems, as well as to optimizing the end-customer solution for web and mobile applications.

Quality Assurance and Testing

Extensive tests, including technical reviews and user feedback loops, were conducted to ensure that the new product portfolio met high requirements and offered a positive user experience.

Market Launch and Marketing Strategy

The marketing team played a crucial role in the introduction of the new product portfolio. They developed targeted advertising campaigns and promotional strategies to increase product awareness and acceptance.

Success Evaluation of the New Product Portfolio

The introduction of the new product portfolio was a complete success. The combination of careful planning, creative product design, and a well-conceived market launch strategy resulted in an improved market position and positive customer feedback. Customers particularly praised the variety of tariff options and the intuitive usability. Through the introduction of the new product portfolio, the company was able to sustainably strengthen its market position.

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