How do you make sure your product seamlessly meets the wants and needs of your target audience?
Providing patients in the waiting room with entertainment and up-to-date information, informing visitors in the reception area about the latest financial news or having all your colleagues in the office not miss a thing from the sports summer. KPN recently made this possible with business TV for SMEs.
Challenge
But how do you ensure that a business TV package fits seamlessly with the wants and needs of each unique entrepreneur? A 30-room hotel probably needs different functionality than a hospitality entrepreneur who wants to broadcast live sports games in his pub.
And is there potential for a TV package with additional business features such as narrowcasting, showing the company logo in the menu or displaying a news ticker? Needs research combined with Market Potential research provided KPN with the desired insights.
Vision
Solution
Mapping the needs of the target audience
First, through an online questionnaire among business telecom decision-makers from small and medium-sized companies, insight was gained about the current and desired way of watching business television. This revealed the most interesting usage applications (entertainment, advertising, etc.), viewing locations (hospitality, reception, etc.) and the number of viewing screens.
In addition, Blauw often uses the Build-Your-Own method in needs research, allowing respondents to compose their ideal proposition themselves. This was used to determine which functionalities are absolute must-haves for the SME target group. This made it possible to accurately determine which functionalities KPN should focus on in order to optimally match the TV proposition with the wishes of the (potential) target group.
Determining market potential
KPN's TV proposition can be so well suited to the wishes and needs of the target group, but if there is insufficient market potential, the development and introduction of a business TV proposition is pointless. To get a feel for the potential of the various TV propositions KPN already had in mind, the market potential was determined by gauging interest and willingness to pay, among other things.
Result
On the road to a successful TV proposition
These figures and insights formed the basis for a positive business case, so for KPN a GO to get started on the further development and introduction of the proposition.
KPN ONE SME Business TV is television in a professional format. A wide range of HD channels and the most important channel packages are available. In addition, entrepreneurs can optimally use TV on the business with business extras such as narrowcasting, displaying the company logo or an RSS feed (news ticker) and have the freedom to order more TV receivers or extra channel packages. A successful launch of KPN ONE SME Business TV has now taken place.
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