OWI Case Study

Case Study: GTM, Verify Product

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Challenge:

OWI engaged with a biometric technology company to provide ongoing business development and market strategy support. Out Of Band (OOB) and biometric authentication providers are on the rise due to low barriers to entry and advances in technology. Companies struggle to differentiate and penetrate the market with a distinct competitive advantage. Although the number of identity-specific use cases are limitless, a single use case or small group of use cases to focus on has not been determined. The increasing number of service providers entering the identity marketplace makes it challenging to differentiate one offering from another. The engagement included support in two main areas, Current State Assessment and Market Analysis and Product Roadmap and Strategy.

The Action

The engagement included support in two main areas, Current State Assessment and Market Analysis and Product Roadmap and Strategy. The scope included:

  • Current State Assessment – a detailed market intelligence report, which includes a review of our client’s product offerings, market positioning, SWOT analysis, key opportunity areas for partnerships / M&A targets.
  • Product Roadmap and Strategy – market opportunity mapping with a breakdown for consumer and enterprise opportunities, product strategy assessments for each, and a potential future state stakeholder ecosystem map.
  • Go-to-market strategy – targeting a specific targeted industry.

The Outcome

During our engagement, our client received a population of over 250 international use case/market segment combinations and was able to filter down to five areas of focus. These market segment combinations were then evaluated based on OWI’s market assessment methodology which resulted in the selection of two industries. For each of the selected markets, OWI worked with our client to create a universe of potential buyer/user personas to better understand the expectations and demand drivers for the different personas.

At the end of this project, our client received a comprehensive playbook on actionable recommendations to attract security integrators and meet their expectations in each aspect of the user journey.

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