Video Switchers at Scale: Helping a Broadcast Vendor Launch in the North American Market

Launching a product is seldom simple. Vendors must ensure their product hits the right markets, appeals to their ideal end-users, and, most importantly, sells. Which means a well-researched strategy isn’t just a nice-to-have; it’s an imperative. But acquiring the strategic insights to execute can be challenging, which is where a client of ours recently found itself. 

An innovative manufacturer in the broadcast technology industry, the client was set to launch a video switcher into the North American market. With strong incumbents, high technical expectations, and price sensitivities pervading the landscape, they needed powerful insights to streamline their market entry strategy.  

After a series of consultations with our sector experts, three key questions emerged: 

1. End-user needs: What do users across enterprise, rental & staging/live events, houses of worship, and education require in a video switcher? 
2. Purchase drivers: Why do end-users choose certain products over others? 
3. Pain points: What challenges do users face, and how can a new product address them? 

Decoding the competitive landscape 

Our team came back with a three-part solution to answer these key questions. Here’s what we did: 

1. Mapped out the TAM and SAM. This gave us a data-backed view of the opportunities for the client to penetrate the North American video production switcher market. 
2. Dug deep into their ideal end-users. We used quantitative methods to determine end-user attitudes towards the client's product, revealing how much their end-users were willing to pay, key features they’re drawn to, and what moves them to purchase. We also explored end-user's current product choice, assessing why they choose certain products over others. 
3. Analysed the competitive landscape. Through interviews with resellers and integrators, we uncovered pain points when installing and configuring switcher products and identified the features that drive success across different verticals. 

Insights on technology adoption and end-user preferences 

Through a unique multi-faceted approach, our Pro Video team provided market validation for a broadcast equipment vendor seeking success. Our bespoke, actionable recommendations gave the client clarity on product positioning, differentiation, and feature prioritisation. This empowered them to tackle this notoriously challenging market head-on. 

For more information about how Futuresource can shape your successful go-to-market strategy, get in touch with us today.