Media and Telecom
Micro market assessment and growth opportunity identification for an internet service provider
03 Jun 2020
Context- Client description: A regional internet service provider
- Opportunity: The client wanted to increase their coverage across Mumbai and wanted to identify attractive area pockets across to ramp up its infrastructure and residential/commercial buildings it should target within these areas
Our Approach- Conducted (N > 50) in-depth interviews and extensive survey with consumers (N > 1,000) to understand their priorities, internet consumption behavior, and experience and perception about the players
- Segmented sub-areas based on # competitors in each of these PIN codes and identify areas with low competition and high yield potential
- Conducted (N > 30) in-depth interviews with value chain stakeholders and competitors to understand challenges across micro-markets
Key Insights / Outcomes
Created PIN-code level heat maps to prioritize attractive areas based on demand potential across commercial and residential segments
Company can seize opportunity worth US$ xM brand and increase overall market share in Mumbai by y%
Praxis Value Delivered- Successfully provided the client with a deep, comprehensive assessment of attractive micros-markets
- Identified key residential and commercial units with high yield potential across select micro-markets
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