From market data
to clearer commercial decisions.
A large Danish telecommunications company needed a clearer view of a fast-moving market where competitor pricing, campaigns and product value changed continuously. The work focused on structuring market data, identifying commercially relevant patterns and translating them into insight that could support decisions.
Based on work delivered by SR Konsul's founder in a previous professional role.
The challenge
The telecommunications market was highly dynamic. Competitors regularly changed prices, data allowances, campaign periods, bundled services and other elements of their customer propositions.
This created a challenge beyond simply tracking who offered the lowest monthly price. Two offers with similar prices could represent very different customer value once factors such as product content, temporary discounts, roaming, entertainment services, flexibility and bundle benefits were considered.
The real need was therefore to create a structured view of market movements and translate large amounts of changing competitor information into insights that commercial and strategic stakeholders could actually use.
The approach
The work followed a structured market-intelligence process. Competitor pricing, campaigns and product propositions were collected and organised across relevant categories and dimensions of customer value.
Offers were then compared across more than price alone. The analysis examined how competitors combined pricing, product features, data allowances, roaming, entertainment, flexibility and bundled services to create different market positions. Patterns and commercial implications were translated into analyses, presentations and dashboard reporting, including work supporting the transition towards Power BI.
The objective was not more reporting for its own sake. The purpose was to answer the commercial questions behind the data: What has changed, why does it matter, and what should the business consider next?
The impact
The work created a more consistent basis for assessing competitor activity and market changes. Stakeholders could compare developments across the same dimensions rather than viewing individual offers in isolation.
It also introduced a broader view of customer value. Competitive strength was assessed through the complete proposition — not simply the lowest advertised price.
By turning changing market information into structured analysis, dashboards and stakeholder material, the data became easier to use in commercial discussions and decision-making.
The case reflects a core principle in SR Konsul's approach to data: reporting is not the outcome. The value comes from connecting the right information to the decisions the business needs to make.
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