Three Mobile
Helping a Telecoms giant develop a long-term plan for a disruptive future
The Challenge
In less than 20 years, network operators have gone from all-powerful distributors of connectivity to fighters against commoditisation. Three Mobile wanted to plan for future disruption and become more adaptable so that they could respond quickly and effectively to changes in the marketplace as they occur.
They asked us to help them understand the impact that changing technological trends would have on their strategic position in the market. In doing so, they would be able to deliver on changing customer needs as the landscape evolved.
The Solution
- Future Trends Analysis - we analysed more than 80 future trends from a range of sources, prioritising 7 as critical to the long-term future of mobile.
- Immerse in the Trends – we conducted a half-day workshop, demanding a rapid & deep immersion into those trends, to inform future scenarios. We used videos, images & printed stimulus to help the team get into an exploratory, consumer mind-set, so that they could more easily extrapolate what the risks and opportunities were.
- Build the Implications – we developed a summary of shortlisted commercial opportunities and business model implications. Ultimately, we were able to outline clear opportunity areas that the team could take forward and incorporate into their long-term strategy, allowing for growth tomorrow, not just growth today.
Cognosis really impressed with their ability to get to the heart of a brief. They acted speedily, delivered clear, insightful output and ensured that the human component of strategy - winning hearts as well as minds - was at the forefront of the workshops.
Director of Strategy, Research and Insights
Three Mobile
The Result
We created 4 future business model opportunities for the Three team to explore, which they used as a foundation for the development of an exciting future-focused strategy and to gain commitment from the board.
