Our client, a leader in wireless communication technology, had identified a significant opportunity for growth using Voice Over IP in both the consumer and business markets. This new technology could offer significant benefits to users in terms of both decreased cost of wireless communication and increased productivity. The company turned to MSI for customer insights that would maximize the opportunity.

The combination of MSI’s technology expertise coupled with extensive new product development experience allowed us to define and implement a customer insight program to optimize both the product and marketing development efforts. Like all leverageable new product customer insights, we first sought to fully understand all of the behaviors associated with wireless communication. This was then linked to consumer and business reaction to some preliminary product development concepts. These initial steps provided a benchmark for our client to refine the concept for development.

However, as is the case in all technology products, our client was struggling with the tradeoff between feature interest, price and overall product demand. MSI developed a predictive simulation model to estimate demand for a variety of feature and price combinations. Currently the product is still in development. However, R&D dollars are being allocated to the product features most likely to result in a positive ROI for the company.