Our industry experience Our capabilities Our clients Client case studies Defining value propositions and product portfolios in mobile handsets Our Client’s Challenge Our client – a well known global mobile handset manufacturer – sought to challenge the market leader by better matching complex customer requirements with changing technology. They required a strategy and product roadmap that would achieve an increasingly differentiated and superior position for the vendor’s products in the market over time. Mercator Partners’ Action Mercator Partners worked with the client’s marketing and technical organizations to: assess the scope and potential for technology-based product alternatives, with respect to both hardware and software undertake detailed competitor analysis, both across the different aspects of their business models – supply chain analysis, partnerships, internal capabilities – and through the different layers of the handset – physical form factor, operating system, applications and user interface develop a full product roadmap incorporating hardware, software, applications and strategic partners to meet different sets of evolving customer requirements Throughout this 9-month project, we managed a complex program of technical, customer and organizational studies, which provided the basis for an integrated strategy and product roadmap. The Results We recommended a detailed approach to our client’s product portfolio and proposition strategy. Key elements of this approach were successfully implemented and early marketplace wins were achieved, resulting in a steady gain in market share.