Writing the book on disruptive tech: Introducing a player in a saturated market
GigaComm, Australia
In a market crowded with over-promises and technical jargon, GigaComm emerged as a beacon of innovation. With a groundbreaking technology poised to redefine internet speeds for both consumers and businesses, they needed more than just visibility — they needed a voice that could articulate their unique value. Enter The Walk, where our expertise in clear, impactful communication helped GigaComm navigate the challenges of a sceptical audience and establish their presence in the competitive ISP landscape.
The destination
A new player in the ISP scene, GigaComm was disrupting the ISP space with new technology that could revolutionise the internet for users and businesses who need the fastest speeds. But to break into a saturated market, where consumers were cynical about being misled by the claims of ISPs, would take more than just awareness. To capture the essence of their offering, and communicate why it was special for both consumers and business customers, GigaComm came to The Walk.
The route
The team at GigaComm was still growing. Their strategy was clear, but they needed support with expert copywriting that clearly and convincingly described the benefits of their technology for their different audiences, and design that brought their new brand to life. While a business case study was already written for commercial customers, the team at The Walk brought experience in translating technology features into tangible benefits, to write and design an ebook on their new consumer offering.
The Walk
Business and consumer customers look for different things from their internet technology, and while everyone has an idea of what they want and what they need, it’s easier to say “yes” when the connection between features and benefits is clearly laid out in communications tailored for each audience. Speed and reliability would be important for both, the impact and benefits of these mean something different in each case. The experience of The Walk helped to translate the numbers behind the tech into meaningful benefits for each audience, clearly demonstrating how market disruption can deliver value for customers.
Showing the book design with the new brand
A look at the inner spreads
Showcasing the business case study
