Customer case

Positioning strategy for B2B digital solutions in Orange MEA


Our client operator asked Sofrecom to determine the digital strategy aimed at SMEs in AMEA. The idea was to fully understand the region’s ecosystem in terms of its needs, players and technology, to articulate a user value proposal and to validate the service offers aimed at the identified targets. The operator also wanted to identify key success factors in launching a B2B marketplace and a product based on 4G and WebRTC.


Sofrecom conducted a market study in 3 phases: seeking value-added services intended for SMEs, as well as trends in usage and commercialisation strategies in different parts of the world; conducting in-house interviews and workshops concerning the offers and any potential partners; and producing a benchmark for B2B marketplaces in emerging countries.


The study led to an in-depth analysis of the B2B ecosystem that included the users’ perspective. Our value proposal was founded upon the best in current practises. It covers the needs of the market as well as taking into account our customer’s internal abilities.