Case Study

Case Study: Giffgaff Uses Co-Creation To Build A Differentiated Mobile Service Business

An Empowered Report

February 9th, 2011
With contributors:
J. P. Gownder , Laura Wiramihardja

Summary

Just a few years ago, mobile virtual network operators (MVNOs) were a dime a dozen. Big companies like Disney and ESPN tried — yet failed — to create a mobile experience differentiated from the main operators in their markets. How have consumer product strategy (CPS) professionals at giffgaff, a small offshoot of UK mobile operator O2, succeeded where other prominent companies repeatedly failed? The early success of giffgaff hinges on its ability to deliver a radically differentiated service in an extremely mature market. By eschewing traditional service provider business models in favor of co-created products and services, CPS professionals at giffgaff have created a distinct product experience that is continuously evolving via co-creation with public community members. Other CPS pros can take a page out of giffgaff's playbook and look for ways to leverage co-creation to launch new entrepreneurial lines of business either within or outside of their core markets.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.