ELITE WIRELESS MEMBERSHIP
UNDERSTANDING WHAT WIRELESS LUXURY COULD BE
Challenge: Wireless offerings have remained similar over the years yet peoples' usage and needs have changed. People now have multiple devices for different reasons and phones that do more than ever before.
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Objective: This project explored what a new plan could be for people who want the absolute best in wireless as well as what the word "luxury" means in the industry.
CUSTOMER DESIREABILITY
Spent time with high net worth individuals to understand what they would like to see in wireless
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We uncovered a potential new micro segment that is not being captured today
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Held co-creation sessions with individuals to expand the service offer
Customer Requirements:
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Work and be the best wireless service out there
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Eliminate wireless pain points before pushing the boundaries
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Develop partnerships to make a stronger offering
OPERATIONAL VIABILITY
Worked with various partners in order to understand how we may work together
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Worked with teams owning pricing and network to make sure we do not push the boundaries too far
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Create a new way to reach influencers and test potential new services in the future
Business Requirements:
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Develop a new service offering to expand portfolio
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Create a tier of service that has a halo effect on the brand
FINANCIAL FEASABILITY
Worked to understand all financial implications of the plan being created
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Continually worked with top financial leadership to update the business case with the latest assumptions
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Continued partnership negotiations to ensure the agreement benefited the service
Financial Requirements:
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Reduction of calls and chats initiated to support
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Reduction of customer handle time in the store
Solution: With those insights, we explored various value propositions and business models that were profitable and ready to be brought to market. We also explored different partnerships that could build value for the service. The resulting service was not a classic high revenue seeking offer but instead found a new opportunity space that is not currently addressed in the market.
Results: (potential)
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Program projected to have $1.5B in 3 year NPV
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New line of business that does not currently exist in the US market
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Expansion of product portfolio with a resulting halo effect for the brand
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My Role: Lead Product Manager