FirstPartner brought a well-structured approach to understanding a complex target market. The customer research challenged our preconceptions and highlighted the issues facing mobile companies. it has really helped us engage with new customers, making the mobile community one of the fastest-growing business sectors for Interxion
Mike Holland
Director Connectivity and mobile Community Interxion
The Challenge
Interxion is a leading provider of cloud and carrier-neutral colocation data centre services in Europe. The company wanted to develop a much deeper understanding of the market opportunity presented by the rapidly evolving mobile sector, with a view to building on its community of mobile customers.
Approach
FirstPartner helped Interxion to fundamentally understand the IT needs of the mobile companies and develop an effective marketing strategy and customer engagement approach by:
- Mapping key mobile ecosystems to identify critical inter-relationships and data flows between companies
- Undertaking primary research using in-depth interviews to explore the interconnectivity and infrastructure needs
- Defining a mobile sector proposition and marketing plan
- Co-writing a white paper for use as marketing collateral
Results
The work gave Interxion definitive understanding of key needs and drivers in the mobile sector and valuable insights into the deployment of dedicated, cloud and hybrid infrastructure. This was translated into an actionable marketing plan that has formed the framework for subsequent sales activity.
