Infocomm Technology

Spire has a substantial track record in working with information and communications technology (ICT) vendors on business problems such as new product introductions, strategic business planning reviews, market sizing/sales target setting, pricing adjustments, distribution channel recruitment and retention as well as competitor benchmarking.

Our work in the ICT space has addressed categories ranging from computers, servers, printers/consumables, copiers and storage devices to consumer and corporate telecommunications services (GSM, CDMA, VOIP), SMB packaged and online software, managed services and data center solutions.

Issues & Opportunities

Telecommunications Co-location – Market Entry and Feasibility Study in Indonesia

A leading company in Indonesia providing full telecommunication services throughout the archipelago intended to add co-location centers as one of its service offerings. It sought an in-depth understanding of the industry, competitors and best practices.

The objectives of the study were to deliver a market feasibility study to inform the investment decision, and to develop a full-blown market entry strategy and roadmap, if that decision was positive.

The objectives of the study were to

Spire undertook secondary research to understand the overall market environment of the telecommunications industry. Our consultants screened and interviewed the top players in the industry.

Simultaneously, we supplemented our analysis with information extracted from end-users in four identified market segments – fixed wireless provider, cellular providers, closed user groups and licensed value-added service providers (ISPs).

Our consultants also conducted mystery shopping, so as to gain a better understanding of the available services and prices.

Spire’s findings enabled our client to decide to invest in the new service as well as develop a comprehensive market entry roadmap.

The business plan that was adopted encompass both large-scale buildings and smaller yet well-developed facilities. It also offered highly competitive pricing, as well as more customized service packages.

Project deliverables included tactical recommendations on market entry to ensure ‘path to success,’ addressing pricing strategy, marketing collateral, after sales service as well as facility management and operational best practices.

PC Channels – Consumer IT Retail Tracking Study in Asia-Pacific

A leading Fortune 500 ICT vendor sought to maximize its effectiveness in selling through major final-tier consumer IT channels in Asia, so as to increase mind-share and volume sales.

The objective of the study was to measure the penetration of competitor brands versus our client’s own brand amongst final-tier channels in a specific category of consumer IT products. The study tracked brand performance in terms of shelf space, merchandising presence and quality as well as brand loyalty and selling skills of channel sales staff.

The objectives of the study were to

The findings of this study were regularly presented to our client’s senior managers in-country and at the regional level. They used Spire’s report to measure performance and improve various aspects of retail channel engagement, including channel incentive and training programs as well as programs for the development and replenishment of merchandizing materials.

Project deliverables included reports addressing:

Stock display
Merchandising materials display
Demo-readiness
Promoters’ presence
Sales competency

Office Automation Channels – Research to Support Major Channel Expansion in China

Facing relative saturation in traditional IT channels, a Fortune 500 IT products vendor sought to engage Office Automation (OA) channels (well-established for sales of fax and shredder machines), to expand its distribution reach and sales volume in China.

The objective of the study was to quantify the missed opportunity for the client in OA channels, as well as to support a China-wide channel recruitment and management initiative targeted at this channel category.

The objectives of the study were to

Through published statistics as well as on-site observations at locations where OA channel outlets were clustered (e.g. Beijing, Shanghai and Guangzhou), Spire developed a model to size the China-wide population of OA channels.

Over 600 semi-structured interviews were then conducted with OA channels across seven Tier 1 and Tier 2 cities, supplemented by on-site visits and mystery shopping at clusters of OA channels in Shanghai and Beijing. Interviews focused on understanding the sales processes and business performance for these channels as well as whether they were willing and able to sell our client’s products.

Utilizing the data gained therein for hypotheses formulation and questionnaire design, Spire proceeded to interview over 200 customers of OA channels. Expert and competitor interviews were also deployed to profile competitor strategies towards engaging this channel category.

Our report was presented to the client’s regional and China senior management team and was used to develop a program to recruit , train and support new OA channel partners.

Project deliverables included a report that:

Analyzed all data inputs in totality to quantify the potential value of the OA channel as a conduit for specific ICT products
Recommended a strategy for the client to engage with these channels

Mobile Printing – Mobile Printing Market Evaluation in Singapore

A Fortune 500 ICT vendor was jointly developing a technology platform with a mobile phone vendor that allowed wireless printing through mobile phones. The pilot was planned to be launched in Singapore.

The objective of the study was to evaluate the market potential for wireless direct printing from data-enabled phones and PDAs.

The objectives of the study were to

External Hard Disk Drives – Study of Consumer Buying Behavior for External Hard Disk Drive Launch in China

A global leader in the design, manufacturing and marketing of storage products intended to expand its Asian footprint. It had plans to launch a new product in the China market.

The objective of the study was to test customers’ usage and attitudes with respect to the external portable hard disk drive (HDD) category in China. The findings would support us in successfully positioning and marketing our client’s new consumer storage product.

The objectives of the study were to

Spire conducted secondary research to identify the most suitable cities in China for the launch of the new product. This was accomplished through analyzing key indicators of IT sales and penetration.

We then proceeded to carry out primary research involving intercept surveys at IT malls and student hubs, targeting at current and potential owners of external HDD devices. The targeted respondents were PC owners between the ages of 16 and 36 years. The sample size spanned 10 Tier 1 and 2 cities in China.

Spire’s analysis supported the development of our client’s marketing and communications program for its new product launch, including the creation of optimal messaging for each targeted customer segment.

Project deliverables included a report providing segmentation analysis – characteristics of key segments by typology, product category, geography, usage and attitude towards the category.

In particular, care was exercised to demarcate the segments addressable by a branded HDD solution from those that were wedded to generic or self-assembled devices. The report also addressed customer decision dynamics, preferred channels and media/information usage.

Critical Power and Cooling Solutions – Holistic Market Environment Research on Uninterruptible Power supply and Data Center Air-Conditioning Markets in China

A Fortune 500 manufacturer of critical power and cooling solutions sought to grow its market share of its core product categories in China.

The objective of the study was to conduct a holistic analysis on the entire market for uninterruptible power supply and computer room/data center air-conditioning in China. This is particularly so for the customer and geographic segmentation in each product category, so as to recommend suitable strategies for business expansion.

The objectives of the study were to

After an initial phase of secondary research to identify interview targets and develop initial hypotheses about the market, Spire held interviews with industry experts, which included industry trade associations and regulatory bodies. In-depth interviews were also conducted with leading manufacturers and regional distributors of critical power and cooling solutions, so that current sales data, forecasts and opinions about the market can be extracted.

Simultaneously, interviews were also held with end-users and influencers of purchase decisions for critical power and cooling solutions.

Outboard motor – Market entry study in Thailand, Indonesia, Philippines and Vietnam

A Japan-based Global Fortune 500 manufacturer sought to launch a new outboard motor engine product to replace crude multi-purpose engines adapted for use in unorganized fishing and passenger transport boats.

The objectives of the study was to develop market sizing, forecast, end-user purchasing evaluation, channel structure and competitor analysis (including products and pricing) for outboard motors.

The objectives of the study were to

Our client used Spire’s report to develop a business plan and allocate investment for a new product launch.

Project deliverables included:

Market size (historic and forecast) and population for outboard motors in the four said countries
Market breakdown by product category, customer segment and geographic region in each country
Competitor analysis:
Strategy, targeted segment and key selling points for each major competitor
Customer decision dynamics:
Profile, usage of engine, income and demographic characteristics, brand perception, purchase decision factors, price sensitivity
Macro-environmental assessment including import duties, environmental standards, quality and safety certification required, etc.
Recommendations for segment/geographic prioritization, product specs, pricing, marketing activities and distribution/go-to-market model

Automotive parts logistics – Market entry study for ASEAN distribution centre

A leading global motorcycle manufacturer in Japan sought to grow its aftermarket parts business in ASEAN by establishing a distribution centre within the region.

The objectives of the study were to:

Assess the feasibility of developing the ASEAN market for specific aftermarket parts, accessories and lubricant oil
Recommend the most suitable location for their ASEAN region distribution centre

The objectives of the study were to

Spire conducted an analysis on legal, regulatory and macro-environmental conditions as well as market situation and suppliers of non-original parts and lubricant oil. Supported by the findings from secondary data, the location choices were narrowed down to three.

Interviews with trade associations, relevant government bodies, logistics industry experts and establishments in the non-original parts value chain were carried out in Thailand, Singapore and Indonesia. Our consultants also held internal discussions with our client’s local offices and engaged three logistics service providers to secure proposals for the distribution centres. With the findings, Spire was able to arrive at the final recommendation to our client.

Car audio – Customer satisfaction study for standard car audio in Malaysia and Indonesia

A leading Japanese car audio manufacturer operating in Thailand sought to understand the satisfaction level of Malaysian and Indonesian car owners with their standard car audio products as well as consumer plans on car audio purchasing.

The objectives of the study were to understand customer satisfaction levels on standard car audio and obtain inputs from motorists regarding the ideal specifications of car audio.

The objectives of the study were to

Our client used Spire’s report for performance measurement purposes and as inputs in designing and developing new products to better meet customers’ needs and wants.

Project deliverables included:

An analysis of customers’ satisfaction level, needs and wants,
Entertainment Media (CD, DVD, MP3, etc.) usage behavior
Consumers’ awareness of possible car audio add-on features (e.g. Bluetooth, navigation system, etc.)

Automotive price tracking – Passenger car tire price tracking study in Singapore and Korea

A leading global manufacturer and distributor of rubber products saw a decline in sales of its passenger car tires in Singapore and Korea. An internal discussion led to the conclusion that pricing was the root of the problem – competitors were simply more aggressive in their pricing strategies.

To increase its market share, the client sought to benchmark the prices of its competitors’ products that were targeted at various customer segments in Singapore and Korea.

The objectives of the study were to understand how the competitors positioned their products in the relevant markets and devise a counter-strategy.

The objectives of the study were to

Spire was tasked with the screening and recommending of suitable models and local retailers of passenger car tires for price research. Once the final candidates were selected by our client, our consultants executed mystery shopping and retail observations to identify the prices, specifications and promotions of both our client’s and competitors’ products in the local markets. Simultaneously, secondary research was undertaken to identify general market trends.

Spire delivered the key findings and recommendations to our client in a face-to-face presentation.

Our results served as important inputs to support our client’s country offices in their tactical pricing adjustments.

Project deliverables included:

Information on the pricing and specification of the tire stock-keeping units (SKUs)
Reports that address the recent market situation and other information related to the tire models tracked, such as customers’ perception and market share.

Automotive – Mystery shopping study to evaluate service quality of sales force

An American multinational automaker in Vietnam, which owned one of the largest investment capital projects in the country, viewed customer service quality as a key performance metric. The client considered its dealers’ sale force as a key success factor in affecting this metric, and had been training Sale Consultants (SCs) at its dealers for years. As such, the client wanted to study the customer service quality and sales service quality of the dealers.

The objectives of the study were to:

Maintain customer service quality at high standards
Gain an understanding of customers’ assessment of the service quality and offer recommendations for improvement

The objectives of the study were to

Spire recruited shoppers who were actually shopping for cars or had past experience of car purchase, and ensured that shoppers:

Understood the shopping checklist
Possessed and displayed good product knowledge in line with market norms
Taped every conversation

A mystery shopping study was conducted to assess the customer service quality and sales service quality of the dealers. A detailed report was submitted to the client weekly, where the client could identify areas for improvement for its dealers.

The client used Spire’s report to improve the quality of customer service in dealers and to spur growth of sales. Assessment and feedback from shoppers had helped to identify the SCs’ strengths and weaknesses, and pointed to relevant training for them to improve.

Spire’s report addressed shoppers’ assessment of the customer service quality at the dealers after each sales visit. Our report also set out practical, inexpensive and feasible recommendations for improvement.

Automotive parts logistics – Automotive supply chain management improvement consulting in Indonesia

A leading global motorcycle manufacturer in Japan intended to give a face-lift to its Indonesian arm’s supply chain management, so as to lower costs and increase customer satisfaction as well as scalability.

The objectives of the study were to:

Analyze the current supply chain
Benchmark against industry role models
Recommend a plan for improving efficiency

The objectives of the study were to

Our client used Spire’s report to develop a joint plan for SCM improvement. The plan had been successful in meeting demand and containing costs in the explosively growing motorcycle market in Indonesia.

Project deliverables included a report that:

Mapped the supply chain for bikes and parts
Benchmarked global auto industry SCM leaders to identify gaps in our client’s performance
Included Spire’s recommendation of a three-year plan to introduce new practices, technology and processes to improve our client’s SCM