Repositioning a Market Leader

Barbara Krafte

This article describes how Comverse, a global leader in telecommunications enhanced services, repositioned itself to expand and maintain a strong competitive presence in a rapidly developing market in 2000/1.

Repositioning A Market Leader

A communications company leverages new branding strategy to inspire the market.

Barbara Krafte Comverse

Facing a dynamic and quickly evolving market, the rapid deployment of new technology and a changing competitive landscape, Comverse looked forward to ensure its continued global leadership.

The global leader in telecommunications, in what is often referred to as Enhanced Services, Comverse realized the market dynamics were signaling the need to refocus and redefine where the company was positioned in the market. Those same forces demonstrated an expansion of its solutions portfolio in order to sustain and grow the company’s position...

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