Case Study: New product portfolio at Sunrise

Optimization and introduction of a new product portfolio and tariff offer in the telecommunications industry

Given the rapid pace of technological progress and the continuous change in customer needs, companies in the telecommunications industry must remain innovative. This also requires regular adjustments to the product portfolio and tariffs. A leading telecommunications company recognized the need to revise its product portfolio and combine 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 key features and objectives of the new portfolio. It was crucial to consider both the internal and external factors that could influence the product portfolio.

Product design and development

Detailed product specifications were created based on the previously defined parameters. These were incorporated into product development, including the definition of tariff structures, the integration of mobile and TV services and the definition of additional services. UX/UI designers played a central role in the design of intuitive user interfaces. This simplified navigation and product selection and improved customer interaction.

Technical implementation and integration

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

Quality inspection and testing

Extensive testing, including technical reviews and user feedback loops, has been carried out to ensure that the new product portfolio meets high standards and provides a positive user experience.

Market launch and marketing strategy

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

Evaluation of the success of the new product portfolio

The launch of the new product portfolio was a complete success. The combination of careful planning, creative product design and a well thought-out market launch strategy resulted in an improved market position and positive customer feedback. Customers particularly praised the variety of tariff options and intuitive usability. The launch of the new product portfolio has enabled the company to strengthen its market position in the long term.

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