Market Entry – Deep Packet Inspection

Creator Tech was engaged by Canadian vendor Sandvine Inc for Market Entry services. Our brief was to plan a go-to-Market strategy, test and agree it with key stakeholders, then execute on it, achieving revenue, profit and growth.

Sandvine solutions, based on Deep Packet Inspection (DPI) technology, had already been well received in North American markets. However it was a relatively late entrant in Australia, where several potential customers were already using competing solutions.

Creator Tech knew that in order to make the significant gains needed for sustained growth and profitability, we needed to start by breaking into one of the top 5 ISPs in Australia. We approached all of these ISPs, several of whom had already had a positive experience of previous Market entry projects from Creator Tech.

One of the ISPs agreed to a meeting at the most senior (CEO and CTO) level. They were already using a DPI solution: it had been in operation for 4 years. Also, a second solution was being used by another ISP, which they had just acquired.

To complete the competitive picture, one of the two competitors had been using this ISP as a key reference account, and was fighting hard to retain the ISP with attractive upgrades and pricing.

The Creator Tech and Sandvine teams got into action immediately.

As part of consolidating their own network with the network of the company they had acquired, there was a need to upgrade the international links and manage the traffic over those links. We submitted that this should represent an opportunity for the ISP to consider a fresh solution – and this was agreed. We dug into their requirements. We white boarded how the solution we proposed was a superior technical fit, resulting in the ISP conducting a technical shootout between the competitive products. This was followed up with a comprehensive proposal which not only answered immediate and future technical requirements, but business implementation timeline and cost of ownership.

In awarding the contract, the customer commented that not only did the solution elegantly meet the ISP’s business requirements; but also that the responsiveness of the Creator Tech team is the best he had ever encountered.