Helping a telecoms brand launch a new multi-service B2B proposition
Understanding SMB needs to shape winning telecoms solutions
Our client, a telecommunications company, wanted to strengthen its position with UK SMBs by introducing a new telecoms product solution. To do this effectively, they needed a deep understanding of how sole traders, micro businesses, and small SMBs think about their telecoms services today, what they value, and what would drive interest in new solutions.
The challenge: A fast‑evolving market with shifting SMB expectations
Our client knew that their new product solution could offer clear commercial and customer experience advantages. But the team lacked clarity on what SMBs actually wanted from a solution, how they navigated telecoms decisions, and what would make new propositions feel compelling rather than confusing.
Specifically, they needed to understand:
- What matters most to SMBs when choosing or switching providers
- How SMBs interpret their new product solution and what benefits resonate
- Where current perceptions, expectations and pain points sit
- How to position the new solution in a way that is credible, relevant and easy to understand
The aim was to generate insight that would shape proposition design, naming, messaging and value articulation, ensuring our client launched a product solution that aligned with real‑world SMB needs.
Services used:
The solution: Insight driven guidance to shape clearer, more credible propositions
Through a programme of quantitative surveys and qualitative focus groups, Basis provided the client with a clear understanding of how SMBs think, choose, and feel about telecoms services. The project uncovered:
- How to refine naming to avoid unintended meanings and improve appeal
- The importance of simple, jargon‑free messaging that explains features in business‑benefit terms
- Opportunities to highlight time‑saving, reliability and partnership benefits
- The need to showcase trust, reliability and local support, which SMBs struggle to find today
This provided a strategic path forward in designing and communicating a messages that feel intuitive, relevant and trustworthy to SMBs.
The impact: A clear roadmap for product positioning that meets real SMB expectations
The insights shaped our client’s future strategy for this solution by pinpointing what SMBs truly value and how to communicate it effectively. We were also able to work in an agile fashion, delivering quick turnaround insights to inform some immediate decisions, whilst also helping inform the long-term plan for offering new solution packages.
Our client saw the following benefits:
- A sharper understanding of how to name and frame the product solution to maximise appeal and reduce confusion
- Improved clarity across sales and marketing content by surfacing where language needed to be simplified and demystified
- Understood that brand reputation increases trust and interest helped position the solution with greater confidence
- Clarified how to build propositions around the needs SMBs say matter most: reliability, support, and tailored product combinations
Together, these outcomes equipped our client with the insight foundation needed to design solutions that resonate with SMBs, reduce friction, and drive stronger adoption.
