The breadth and depth of expertise that the Graystone Strategy team has is second to none. They understand the challenges and can help turn them into opportunities through detailed analysis and research. Not only that, the team shapes propositions that work, and the range of new MNVOs we have launched is testament to that.
Mike Mills, managing director for service providers at Gamma
Gamma Communications is one of the industry’s fastest growing businesses, providing unified communications, cloud-based services, network connectivity, AI tools for automation and end to end IT solutions in the UK, Netherlands, Spain and Germany. Using a channel distribution model in the UK and direct sales elsewhere, Gamma attracts companies of all sizes, including tens of thousands of SMEs, large corporate and public sector organisations.
In the UK, the mobile connectivity Gamma provides into the Three, (and now Vodafone Three, as a result of the merger), is significant and represents one of the best examples of the service it provides telecoms businesses. It’s portfolio of household brand clients in retail, financial services, and travel is also extensive.
Business Challenge
Traditionally, Gamma’s mobile offer has been enterprise focused. But given the increasing trend for consumer brands in financial services, retail and travel to launch MVNOs, Gamma needed to understand if it should branch out and leverage its connectivity as an MVNA. Principally it needed to find out if a consumer offer would drive more value for the business and open new revenue streams. And, if there was a market, the team needed to know what level of investment would be required to achieve positive outcomes.
The Solution
Graystone Strategy was asked to look at the market opportunity, the value to Gamma and what proposition would best engage customers.
The team, comprising Anna Parcell, an expert in customer proposition development and delivery, and James Gray, MD of Graystone Strategy, undertook primary research as a first step. This included interviews with all the internal stakeholders from technical, commercial, sales channels and account management.
This provided insights that could be overlaid to detailed analysis of the MVNO market opportunity in UK and Europe. Evaluation was also done in the context of the imminent merger between Vodafone and Three, which presented both risks and opportunities.
Graystone made several strategic recommendations based on the holistic view of the market, and helped Gamma map its key accounts, in multiple vertical markets. This was used to determine how each opportunity could be leveraged and turn profit.
As part of this, several “strawman” propositions were developed for each vertical and a capability and technology gap analysis was undertaken to identify the areas of development and investment needed to make the plan a success. Overall, this helped inform a five-year plan by vertical, including detail on scalability.
Outcomes
The strategic plan was presented to the senior leadership team, and the positive feedback reflected the high quality and depth of work Graystone delivered. As a result of the analysis and expertise Graystone provided, Gamma has rolled out a focused plan and is successfully acquiring new business.
This focus on the MVNO opportunity has led to further work in the shape of running MVNO masterclasses for potential MVNOs and speaking at Gamma and industry events with and on behalf of the Gamma team.