Media and Telecom
Micro market assessment and growth opportunity identification for an internet service provider
03 Jun 2020

  • Client description: A regional internet service provider
  • Opportunity: The client wanted to increase their coverage across Mumbai and wanted to identify attractive area pockets across to ramp up its infrastructure and residential/commercial buildings it should target within these areas
Our Approach

  • Conducted (N > 50) in-depth interviews and extensive survey with consumers (N > 1,000) to understand their priorities, internet  consumption behavior, and experience and perception about the players
  • Segmented sub-areas based on # competitors in each of these PIN codes and identify areas with low competition and high yield potential
  • Conducted (N > 30) in-depth interviews with value chain stakeholders and competitors to understand challenges across micro-markets

Key Insights / Outcomes

Created PIN-code level heat maps to prioritize attractive areas based on demand potential across commercial and residential segments

Company can seize opportunity worth US$ xM brand and increase overall market share in Mumbai by y%

Praxis Value Delivered

  • Successfully provided the client with a deep, comprehensive assessment of attractive micros-markets
  • Identified key residential and commercial units with high yield potential across select micro-markets

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