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Greenwich Consulting of France Selected STL to conduct a
Geo-marketing Research on Potential Fixed-Line Phone and Broadband
Market Demand in Nigeria - 2010
 Spatial Technologies Ltd (STL) –Nigeria’s foremost mapping and
Geographic Intelligence solution provider announced that it was
engaged by
Greenwich Consulting (GWC)
-a member of TwentyOne Group based in Paris, France to conduct a
geo-marketing research on the Nigerian telecom market demand on
behalf of its client that is interested in investing in Nigeria’s
fixed telephone and broadband industry.
GWC wanted an innovative methodology that improves its capability of
using the available information and taking advantage of the
territorial component to perform analyses that traditional tools
would not consent. The objective of this geo-marketing was to assess
the potential of new telecom services in the Nigerian market
especially fixed voice and fixed broadband (premium internet access+
VoIP).
GWC was particularly interested in establishing the geographic
location of potential customers in Lagos, Abuja, Ibadan, and
Porthacourt meeting the most appropriate criteria that defines the
addressable population such as income, consumption pattern, housing,
location and assessing the overall distribution of the mid/high-end
population and SMEs.
GWC being a world-class consulting firm with offices in 20 countries
knows that successful market entry or optimization depends upon
utilizing all resources to their full advantage – particularly with
regard to sales. This geo-marketing research will therefore empower
GWC in providing professional investment advice for its client who
is particularly interested in investing in the fixed line telephone
and broadband segment of Nigerian bursting telecom market. The award
winning STL was confident ab out deliverying the solution within the
agreed time frame and budget.
Using geo-referenced high resolution satellite imageries and
population density maps created from Nigeria’s projected 2009 LGA
demographic map data as a guide, STL was able to select
geographic concentrations of households and businesses meeting the
stipulated income requirements and other socio-economic criteria
across Lagos, Ibadan, Portharcourt and Abuja. Using the principles
of selective sampling technique, questionnaires were administered to
gather information regarding current fixed line phone and internet
usage and the location of each respondent was mapped using GPS and
integrated into a GIS database in MapInfo Professional environment.
The market holding capacity (i.e. the percentage of the addressable
market) for areas sampled using weighted matrix was then calculated
for the 4 cities.
Thematic maps and other proximity analyses were
created using graduated colour codes to show the location of polled
respondents meeting the stipulated criteria. The market holding
capacity was then calculated and overlaid on large-scale digital
street map data of Lagos, Abuja, Ibadan and Porthacourt in a GIS
environment using. With this analysis, GWC’s client had been helped
to leverage on the compelling visual power of GIS and location-base
analysis to zero in on Nigerian potential Fixed line and broadband
markets down to street level in these 4cities with increased
precision and accuracy.
According to Ireti Ajala (STL’s CEO) “Location-related business
decisions such as telecom are often risky, with far reaching
implications. They demand vision, expertise and tact. In entering a
new market, there is always the danger of not paying enough
attention to critical factors. STL as an external consultant offered
GWC’s client the much-needed objectivity and provided invaluable
support from the planning phase to the implementation stage. STL has
years of experience advising government agencies and corporate
companies like UBA PLC, Zain Nigeria, ICSL, etc from all branches of
trade. We greatly appreciate being chosen for this project” -Ajala
headed MTN Nigeria's GIS unit for 5years until 2007 when he resigned
to run STL full time
The proposal by STL was judged by GWC to be the best bid received from
several Nigerian GIS solution providers especially in terms of
quality and pricing.
The project employed well-proven technology platforms – MapInfo
Professional. MapInfo products are standard and well recognized in
the GIS industry in Nigeria, North America, Europe. This project
supports STL’s long-term focus in bringing world-class GIS solutions
to telecommunication sector and other sectors of the Nigerian
economy. STL used the principles of PRINCE2 (Projects in Controlled
Environment) to
manage and deliver all its projects.
About Greenwich
Consulting
 Greenwich
Consulting is an international leader in Telecom, Media & Internet
strategy and management consulting. Its core target market is the
top global multi-site, multi-business telecom and media
organisations with European operations and emerging market. With
expertise in strategy, marketing, sales, operations and programme
management, Greenwich Consulting is also one of the world's fastest
growing consulting firms with more than 180 professionals based in
Amsterdam, Bern, Brussels, Düsseldorf, Lisbon, London, Madrid,
Milan, Munich, Paris and Stockholm, etc. Greenwich Consulting is a
member of the TwentyOne group
CONTACT
Greenwich Consulting
209, Rue de l’Université, 75007 Paris, France
www.greenwich-consulting.com
About Spatial Technologies Ltd
STL is a dynamic mapping and Geographic Intelligent solution
provider. STL is registered in Nigeria with offices in Lagos and UK.
The company has a select group of experienced GIS Professionals and
Market Research experts who share a common vision of providing
high-quality customized service at a reasonable cost. STL’s strategy
is to work closely with its clients as an integral part of the
project team. Some of STL’s clients include UBA PLC, Zain Nigeria,
iPNX, G4S Tracking, Galaxy Wireless Communication Ltd, Powerlink
Ltd, etc.
MEDIA CONTACT
Spatial Technologies Ltd :
Phone: 01-8533497
Email: info@spatialtechnologiesltd.com
http://www.spatialtechnologiesltd.com |
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