Potential market

SECTION I: The product


The innovation potential of this product is related to:

  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Market-driven innovation (as a result of market surveys, the market expects the product)
  • Replacement of existing product
  • Product related to cost reduction
  • Radical new product
  • Other, what…
The product is an implementation and an improvement of existing technologies on the market.


What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …

The added value for end-users is higher quality. Main features of the product are:

  • uses the infrastructure of data network as the client has;
  • no limits on the number of terminals connected to it and ensure the quality of services based on its size h/w;
  • is able to manage internal users type ip-phone telephone, interacting without traditional telephony, through analog ports, digital, BRI / PRI, or with a ‘multitude of protocols;
  • there are no limits for dismissal of the modules, then enables the installation at any time without the addition of new terminals and expensive licenses;
  • is administered through web-based applications to facilitate remote maintenance, configuration, LOG view, traffic view, view errors. Access to software management is done with multi-mode (Operator, User, Administrator). The operator can see the status of the lines and the interior, You may even know who you’re talking about an extension, the Administrator may act on different configurations, the media, on saving configurations, the debit system, traffic phone, all with ease and without having specific knowledge of product;
  • is powered by its own batteries for a range of at least 1 hour, and can be placed within a structure 19 “;
  • allows the integration of telephone service with the Outlook address book so that we can identify the caller, resulting in a possible integration of contact centre services and the making of telephone calls by dialling in fully automatic mode, the numbers from the phonebook and then diverting of outlook the call on your desk telephone;
  • allows the installation of GSM gateways to route calls to allow fixed-mobile and SMS through the GSM network;
  • can be equipped with a connection system for intercom and door control device for opening and / or lights directly connected over an IP network.


What is the Unique Sales Proposition of the potential product?

In marketing terms what makes the product unique is the completeness of the possible functions and the ability of integration with traditional systems.

SECTION 2: The Market


What is the target market for the product? Please describe the characteristics of your target market.

x National

¨ European

¨ Global



How the product is characterized from the following options? Number of companies producing similar products in the field.

• Base – applied by all companies in the industry

• Leading – applied by a single or limited number of competitive companies

• Key –at a development stage, but has already proven its potential

Companies that offer the service of installation and management of integrated business communications based on VoIP in Italy there are not many but this is a developing sector in recent years.



What type of market demand will be satisfied?

• Existing demand – the market is already developed

• hidden (latent) demand – the market has yet to be developed

The product fits within an existing market demand.

Target Market can be so defined:

  • Retailer
  • Banks
  • Postal offices
  • Municipalities
  • Hospitals
  • Counter clerks in general


What is the current stage of the product’s market life cycle?

• Implementation, implementation in production (leading to a radically new product offers)

• Growth (rapid spread within the industry or outside it)

• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)

The current stage of the product’s market life cycle is maturity.


Strategic partnerships (existing or potential).
Potential strategic partnerships could be created with companies operating in field of:

marketing: to advertise and demonstrate the potential of the product to interested companies.

SECTION 3: The Competition


What is the competition within your target market?
Note: Refer to other companies producing the same product
The current competition with other companies in the industry is built around:
- Lower costs;
- Simple user interface for using the software.


What competitive advantages will the introduction of the new product ensue?

• lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)

The competitive advantage is the product differentiation: MMP solve  the problem of  integration of all its functions with existing sistems and lines. In addition to making VoIP phone calls possible, these exchanges can interact with most existing PBX, to be connected to outside lines (ISDN, PRI, analogic lines) every situation making them versatile and can be integrated into existing systems.


Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The product fits on a low price range. The system reduces costs in the operational phase.


Potential products will be marketed:

• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)

• To markets operating on the principle of free negotiation between agents on the market

It is already functioning and available on the market.

SECTION 4: Indicators

Estimated cost of the new products (Average) € 500
Expected market volume (potential / maximum number of users) 3.000 p. year
Expected sales volume 150 p. year
Expected market share of the company (proportion between sales and total company sales in the relevant market) 5 %


Added-value potential






Size of future market demand






Competitive positioning of the product






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