UK Broadband

UK Broadband is the UK's largest commercial holder of national radio spectrum suitable for 4G mobile services and fixed wireless solutions. Already offering a broad portfolio of wireless solutions for urban and rural data connectivity nationwide, they are now currently building the UK's first 4G LTE network which is intended to cover all major UK cities, providing fast, secure, reliable and high capacity wireless connectivity.

Challenge:

UK Broadband wanted to define the opportunities available in healthcare in London within the planned roll out of the 4G network, allowing them to develop and identify areas for potential expansion based on healthcare needs. As well as creating a strategy it was also necessary to determine how they would "go to market" in order to establish an early presence in healthcare, and to create a model which could be utilised not only in London but also throughout the UK and the World.

Approach:

Digital Works Consulting provided an audit and review of current healthcare opportunities and the competitive environment. Against this, we developed a strategic plan which identified a number of opportunities for immediate focus. The strategy encompassed a detailed framework for the development of these solutions to help differentiate and drive sales of 4G in London.

The strategy included clear guidance on how best to break into this market, an outline product roadmap and identified potential partners, stating how best to reach out to these Partners and grow the relationship. A sales plan was developed identifying sales prospects in healthcare, as well as key stakeholders, interest groups and influencers, and the best approach for getting started. Pricing models and health revenue models were evolved.

Results:

The strategy and clearly defined roll-out plan has enabled UK Broadband to develop the right channels to market and build relationships with suitable partners in healthcare. In particular, new geographic zones within London were identified (differing from initial mapping) which will enable UKBB to maximise the healthcare opportunities available to them. Channel partners have been identified and they are well placed to move into implementation phase.