Exceeding customer expectations is common theme in IDC’s latest wireless report

Proven technology and customer satisfaction are the two common elements among the companies profiled in IDC Canada Ltd.'s 10 Canadian Wireless Companies to Watch report, released earlier this week. Krista Collins, analyst for Canadian ICT innovation and export at IDC, says that while all the companies have very different technologies, they're all proven both with customers and partners. In addition, she adds, these companies have surpassed the expectations of their initial customers. This aspect is critical for future success, says Collins. She explains that according to figures from a C-level survey IDC did earlier this year, peer recommendations was the greatest factor influencing executives' decisions to work with a small IT solution provider. "These companies have not only delivered value to their customers, but have shown considerable ROI (return on investment) and value to the point where the customers are looking to expand the use of the solutions and in some cases are even restructuring their business processes altogether," she tells Report on Wireless. "This really shows the importance of small companies needing to surpass the expectations of the first few customers so that those customers can act as champions for the company and communicate their success stories," she adds. While customer satisfaction is critical, so is having a proven technology with a solid business plan. It's less about the technology and more about capitalizing on an opportunity to leverage the potential of the technology to solve business problems. As Collins tells RoW, it's about "the market opportunities for the technology, the market acceptance of it to grow and the company's strategy to address market opportunities." Generally, these companies have taken well-established technology and developed niche markets. Collins says these 10 firms have "positioned themselves somewhat differently in the market and that's what we think positions them favourably for success." The 10 companies profiled by IDC have all demonstrated the ability to succeed, but according to Collins, "they are taking the road less travelled to set themselves apart , which has led to larger business opportunities and greater visibility in the market." Wallace Wireless is one such company that competes in a crowded mobile enterprise applications space. While Wallace's product is full-featured, the company gained traction by focusing on business continuity and disaster recovery and enabling better communications strategies in the event of an emergency. Now established in the market, Toronto-based Wallace is leveraging the other aspects of its business solution to improve the return on investment for its customers. Cellwand Communications Inc. is another company, according to Collins, that competes with a number of other outfits in the mobile applications sector. The Toronto-based firm is best known for its #TAXI wireless application that when dialed hails the closest taxi. But it's success wasn't assured by its technology alone; the company further established itself by partnering with the beer and alcohol companies as well as Mothers Against Drunk Driving. "These companies were willing to co-promote and share the cost of those ads, and in doing so to promote socially responsible drinking. Cellwand has gained considerable visibility in the market more so than it would have been able to do on its own," she says. Selection Criteria Clarity of vision both on technology and business evolution Development of a partner ecosystem to sustain and expand business opportunities Strong existing customer base and prospects to sustain and expand their growth Success stories that demonstrated a proven technology and ROI for customers An understanding and ability to navigate their competitive environments and a clear strategy to differentiate themselves from the competition Overall market growth trajectory Profiled Companies BelAir Networks (Ottawa) CellWand (Toronto) ComVu Media Inc. (Vancouver) GEOTrac International Inc. (Calgary) In Motion Technology (Vancouver) LIPSO (Montreal) Rove Mobile (Ottawa) Spira Data Corp. (Calgary) Verrus Mobile Inc. (Vancouver) Wallace Wireless (Toronto)

Exceeding customer expectations is common theme in IDC’s latest wireless report

News | April 2, 2008

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