BT.

Sector: Telecomms

Our brief: How can BT gain earlier customer input to new product development and bring products to market faster?

What we did: We studied and interviewed 25 global telcos to find out how they are using early market testing. We mapped the 15 different methodologies, from Dogfooding to X-Teams, according to the level of customer involvement and innovation maturity.

What happened: BT accepted our strategic recommendations in full and fare now focused on the sweet spot for early market trials – high customer involvement close to the launch of new products and services.