CASE STUDY

modernb2b.co

MARKET ANALYSIS AND INSIGHT FOR GO-TO-MARKET STRATEGY

CASE STUDY

modernb2b.co

CASE STUDY

modernb2b.co

BUSINESS SITUATION

Eduserv are investing in OpenAthens, their identity and access management product, to extend market share and grow revenues. OpenAthens is a niche product specifically serving the digital subscription market. In order to determine the appropriate growth strategy, market insight and research was required.

CLIENT OVERVIEW

COUNTRY: North America, Western Europe and APAC

INDUSTRY: IT (Non Profit)

SECTOR: Identity and Access Management (IAM)

CLIENT PROFILE: Eduserv are a not-for-profit IT services company serving government, charity and education markets.

OpenAthens is their flagship single sign-on product for digital services.

OpenAthens is the market leading single sign-on product for UK academic establishments.

Modern worked with Eduserv to provide

market insight into the single sign-on space

across North America, Western Europe and APAC

to determine opportunities for growth.

CASE STUDY

modernb2b.co

MARKET ANALYSIS FOR GROWTH

Modern provided market size and market share estimations for the single sign-on market, specifically focusing on education, publishers, pharmaceutical and healthcare sectors across North America, Western Europe and APAC. In addition, a competitor analysis was undertaken and partner opportunities were identified.

DEFINING AND SCOPING THE MARKET

OpenAthens is used by specific groups of people, mainly librarians who manage multiple digital subscriptions to periodicals, databases and news, and have thousands of end-users that require access to such content. OpenAthens is also used by those that produce digital content such as publishers, allowing them to control access to their catalogues for their subscribers and end-users.

The brief was very specific in that the market size needed to relate to the market opportunity for OpenAthens. Market data is freely available through standard industry codes (SIC) and membership organisations such as the American Library Association, however not all libraries would use OpenAthens. Therefore the market size data had to be related to only the types of libraries and organisations suitable for OpenAthens – academic libraries, publishers, large healthcare and pharmaceutical organisations that have volumous subscriptions and end-users in the thousands.

DEFINE RESEARCH METHODOLOGY

IDENTIFY APPROPRIATE SOURCES

2

DETERMINE MARKET SIZE ACROSS SELECTED REGIONS

3

DETERMINE MARKET SHARE ALONGSIDE COMPETITORS

4

MARKET INSIGHT AND ANALYSIS

5

DISCOVERY & IMPLEMENTATION PROCESS

1

CASE STUDY

modernb2b.co

STAGED AND METHODICAL APPROACH TO MARKET SIZE CALCULATIONS

Through desk research into member associations and data providers of academic libraries, it was possible to provide specific numbers relating to academic establishments across the three geographical territories.

With large pharmaceuticals and healthcare establishments, only companies of a certain employee count were included in the data (OpenAthens is only sold to establishments that have over 500 end users). This data was cross referenced with counts using LinkedIn data and data counts against standard industry codes from a global data provider. By cross referencing various sources, Modern was able to provide robust insight into the size of the market.

Once the size of the markets had been established, determining share was the next step. This was done matching Eduserv’s data and company classifications to the data collected in the market size counts. This showed a clear picture of where the opportunities for growth laid.

COMPETITOR AND MARKET INSIGHT

A competitive review was undertaken that focused on market positioning and messaging across the wider single sign-on market. Competitors included EZProxy, Shibboleth, PingIdentity and Infotrieve and the insights included messaging, targeting, pricing, reach and channel distribution.

A series of research papers on the global publishing and pharmaceutical markets were identified and key insights were incorporated into the output.

CASE STUDY

modernb2b.co

PROPOSED SOLUTION

• Methodical approach to determining market size using multiple sources of data and cross-referencing that data for accuracy

• Market insights to enable fast decision-making

• Eduserv branded graphs for fast inclusion in the marketing strategy documentation

SOLUTION BENEFITS

• Easy to replicate for future updates

• Fast delivery and turnaround in less than 2 weeks

• Insights provided valuable rationale for the choice of go-to-market strategy

Modern provided valuable insight and analysis of

international markets for our complex, niche single sign-on

product. The insights provided enriched our go-to-market

strategy in preparation for an international launch into a

new market.

Jo Bridger, Head of Marketing, Eduserv

CASE STUDY

modernb2b.co

TALK TO US TODAY

ModernBristol and Bath Science ParkDirac CrescentEmerson’s GreenBristol BS16 7FR

Phone: 0117 332 6700Email: info@modernb2b.co Twitter: @modernb2b

ABOUT MODERN

Modern is an award-winning specialist technology B2B marketing agency offering integrated digital campaigns to drive growth.

We focus on lead generation and customer engagement through search, social, PR and content, underpinned with strategic thinking and solid metrics.

We’re honest, straightforward and clear thinkers. We won’t baffle you with jargon and we won’t lead you down the garden path.

We’re chosen by our clients for our grounded insight and our ability to influence business performance.

We start with your buyers and define a strategy that works with their behaviour, motivations and concerns, and the channels they engage with.

We forecast marketing performance, setting out how the results will take shape over time. We set KPIs and ensure that every media channel we recommend delivers against your expectations.

Rigorous processes and regular, easy to understand reports with expert insights come as standard, so you know exactly what works and what doesn’t, and more importantly how it’s affecting the bottom line.