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Marketing Consulting for Safety-critical Location-aware Value-added Services
At the beginning there was the idea – the idea of a service provider to realise safety-critical value-added services by means of satellite positioning in business-to-business markets, in fact without the restrictions which satellites usually entail. Due to successful past co- operations HiTec Marketing was already included in the formulation of the innovation project. In this connection we supported the industry consortium in the selection of those services to be addressed within the scope of the project which exhibited deficiencies in their current operation.Following the assignment of the development project in the areas of aviation, dangerous and valuable goods transportation, personal security and geographical information systems the HiTec team was responsible for all market aspects. After a detailed analysis of the individual applications (user and technical requirements, analysis of market environment including an assessment of the competition and the market opportunities of addressed services), respective tailored quantified business models were formulated. These preparatory works served, besides the underlying technological conceptions, as basis for the development of value-added services. The prototypes developed in this context were taken an intensive field test open to the public. In this connexion HiTec Marketing assumed the responsibility for the entire user integration up to the identification of acceptance indicators of selected lead users. Thus generated findings were subject of extensive feedback to the development team and its clients and served as basis of the subsequent inclusion and interaction of and with potential users.
As a result of the achieved success of the last two years, the client wanted to advance and implement the developed prototypes together with additional users and standardisation bodies.
- Partner in the Development
of a Telematics System
At the beginning there was the idea – the idea to count on quality instead of illegitimate price war. The targeted comprehensive package of a fleet co-ordinator included a wide service range, in which real-time traffic information made up an important component. In particular the experiences in the telematics sector as well as the honesty and independence of the innovation team were decisive for the choice of HiTec Marketing as promoter of the development and realisation of his idea.In addition to the joint reflection and advancement of the idea up to an integrated innovation project, we provided components serving as basis for the telematics system and enabling efficiency increases in the management of the fleet as well as trust building with customers and partners. Due to its far-reaching expertise and its international networking the HiTec team was able to identify suitable partners in Europe. Naturally we attended the first meetings to establish mutual trust and a basis for a extensive co- operation.
The interface for the generation and representation of traffic information was already jointly specified, the successful realisation of the project is secured – and also now, in the implementation phase, HiTec Marketing is the primary dialogue partner.
- Coaching: more proximity to
customers for research service providers
At the beginning there was the idea – the idea of a research service provider to stand out from its competition not only by excellent know-how but also with respect to customer orientation.At first, the area managers analysed jointly with us existing potentials and bottlenecks in this area. One of the results: a company-wide customer database should be established - both as basis for strategic decisions and for the daily operative business. Furthermore, the task force realised: it also supports research service providers in specifically adressing and strategically treating market segments. The standard elements of a customer database were critically examined with respect to applicability and reasonability. In particular, they were complemented with the particular important annotations on the composition of the buying center.
But how could an efficient, stable, selective segmentation look like for a company, which operates in divergent research and service fields? The premise: proximity to customers shall be reflected in the segmentation, the particularities of a research organisation have to be taken into account. The management literature offers no directly applicable concepts for this purpose. On this account we developed together with the area managers "appropriate, tailored" segmentation criteria and merged their values in 3-5 items. As a result, the number of customer groups remained manageable and strategic propositions well educible.
The applicability of the segmentation could be proved in a subsequent project. One of the research departments asked ous to exemplarily demonstrate development opportunities on the basis of the segementation. The results were heavily discussed and amended by a survey on customer satisfaction, thus providing for important positions of points.
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