IP Applications: Strategy
We worked with the top executives of the company to learn about their services and challenges in communicating their complex offering to their customers. We worked on simplifying the messaging, and create impactful presentations that clearly showed how IP Applications could help their Telecom and ISP customers. We also performed usability heuristics on their digital products and helped create a refined visual language for products such as webmail.
IP Applications offerings were broad and technical. Our task was to identify the target audience, their pains, and how IP Applications could help them. IP Applications customers were ISPs and Telecom companies who in turn were focussed on meeting the needs of their subscribers. So any service or product that IP Applications provided the large telecom companies needed to postively impact the relationship of the Telecom with their subscriber. We devised an internal manifesto "It's all about the subscriber, stupid" which helped management rally a customer focussed message to their entire team.
First, we were able to sharpen the company's mandate, message and brand promise. After that, our work included redesigning the corporate website, create visuals to communicate the company's offerings and audit their digital products to communicate a consistent, clear value.
Our work helped the management be able to continue to refine their message, and ultimately rename and focus on the company into it's current incarnation as an online billing provider called Monexa.
