Case Study: BT Business Drives New Revenues In The SMB Segment

BT Business is the sales channel to domestic small and medium-size businesses (SMBs) in the UK. In the face of falling revenues and market share erosion under increasing competition in past years, BT Business underwent a strategic change from a component supplier to providing connected solutions. As result, it has not only changed how it serves customers, but it has also realized growth despite the prevailing economic recession. Vendor strategists can learn four things from BT Business: 1) Innovation is still possible despite the recession; 2) a customer focus can be proof-positive over the traditional supplier-push strategy; 3) a connected digital marketing approach works at different levels; and 4) creating online opportunities for SMBs is good for their business, as well as the telcos.